european home improvement monitor 2018 · european home improvement monitor 2018 research factsheet...

12
European Home Improvement Monitor 2018

Upload: dangque

Post on 22-Apr-2019

221 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: European Home Improvement Monitor 2018 · European Home Improvement Monitor 2018 Research factsheet To provide manufacturers and retailers with a complete overview of home improvement

European Home Improvement Monitor 2018

Page 2: European Home Improvement Monitor 2018 · European Home Improvement Monitor 2018 Research factsheet To provide manufacturers and retailers with a complete overview of home improvement

European Home Improvement Monitor 2018Research factsheet

To provide manufacturers and retailers with a complete overview of home improvement market - spending on home improvement, market shares online &offline purchase channels, development of DIY versus DIFM and other need-to-know information. These insights are provided for 20 product categories. Inaddition, each quarter one theme topic is covered.

Research objective

Planning & Process

Monthly measurements

Report available

each quarter

Methodology

600 online interviews per quarter – Austria, Belgium, Denmark, France, Germany, Italy, Netherlands, Poland, Spain, Sweden and U.K.

Annually, 26,400 successful online interviews

Target group

DIY consumers

Countries

Analysis, reporting & advice

Thorough data analysis in SPSS

Comprehensive report in PowerPoint incl. advice

Additional analysis on your exclusive questions

Costs

Quarterly theme

questionsExclusive

questions for clients

• Single country/category: € 3,600

• European manufacturer: € 9,000(all countries for single category)

• European retailer: € 20,000(all countries/all categories)

Page 3: European Home Improvement Monitor 2018 · European Home Improvement Monitor 2018 Research factsheet To provide manufacturers and retailers with a complete overview of home improvement

European Home Improvement Monitor 2018Why?

Key insights Understanding the consumers Comparable insights

• Key trends like DIY vs DIFM, changes in

DMU, orientation behavior, customer

touchpoints, shares of purchase

channels online and offline, and many

more are shaping the market. Knowing

where, how and when these trends

become relevant is key market

intelligence input for strategic decision

making.

• The European Home Improvement

Monitor follows trends in 11 countries

covered by the research.

• Each quarter a key trend will be

investigated and reported. Results are

split on a country level.

• The European Home Improvement

Monitor is a co-makership between our

clients and USP. Together we decide

which trends to investigate.

• Digitalization, is rapidly changing the way

consumer orientate and how they purchase

home improvement products.

• This trend makes “pull marketing” much more

important. The consumer becomes more and

more decisive in the DMU. The European

Home Improvement Monitor provides key

information on how consumers orientate

themselves, how digital they are and much

more. Information which is vital for a good

marketing strategy.

• Trends and themes will be repeated in 1, 2 or 3

year intervals. This way, trendlines and

predictions can be made. For marketing

professionals, the specific information on the

home improvement market is hard to find,

especially for your own product category. The

European Home Improvement Monitor provides

just that.

• Our customers are often Multi-national

companies who need to receive comparable

data for the countries in which they’re active.

We deliver a country by country

comparison. The report reveals that trends

will not be the same in each country and

develop at a different paste in the various

countries.

• The European Home Improvement Monitor is

conducted in 11 countries with the same

methodology and questionnaire.

• Not only the trends can be compared country

by country, but also by product category.

This information is highly valuable to asses

market conditions and sales feedback.

• The report has, when relevant, also a

European perspective, but always with results

split per country and product category as

well.

Page 4: European Home Improvement Monitor 2018 · European Home Improvement Monitor 2018 Research factsheet To provide manufacturers and retailers with a complete overview of home improvement

Section 1: Home improvement key insights

This section aims at giving an overview of the European DIY market:

• European market size evolution

• European spending on home improvement

• Online purchases evolution

• DIY versus Do-it-for-me trend

• Country specific results

Section 2: Theme chapter

Each quarter different topics are included in the research. 2018 edition:

• Q1 2018: Drivers and barriers for home improvement jobs

• Q2 2018: Touch points during the application of improvement

• Q3 2018: Love brands

• Q4 2018: Multi-year developments

Section 3: Home improvement per category

This chapter provides key information on:

• Size of the total product category

• Share of the market held by professionals versus consumers

• Online (purchase) channel evolution

• Influence of consumers and professionals on product and brand choice

Section 4: Appendix

Contains background figures per region and country statistics.

European Home Improvement MonitorWhat are we going to cover

Product

categories

Adhesives

& Sealants

Paint

suppliesPaint

Fillers &

Mortars

Bathroom

products

Tiles & Tile

grouts

Electrical &

Home

automation

Doors,

Window

frames/glass

Floors

Garden

products

Hand &

Power

tools

HVAC

Insulation

Plaster

board &

stone

Roofing

Kitchen

products

Roof

daylight

solutions

Safety &

security

Wallpaper

& wallpaper

adhesives

Window

decoration

Page 5: European Home Improvement Monitor 2018 · European Home Improvement Monitor 2018 Research factsheet To provide manufacturers and retailers with a complete overview of home improvement

3,1

%

4,2

%

11

,1% 6

,5% 4,0

%

6,3

% 3,6

%

10

,5%

8,1

%

6,9

%

6,3

%

4,7

%

5,8

%

8,0

%

5,3

%

5,9

%

9,0

% 3,5

%

9,4

% 4,7

%

5,0

%

9,4

%

Q1 16

Q1 17

Example results of 2017Online purchases, DIY vs DIFM trend

Online purchases – Home improvement products

Q1 16 3.1% 4.2% 11.1% 6.5% 4.0% 6.3% 3.6% 10.5% 8.1% 6.9% 6.3%

Q2 16 4.3% 5.6% 10.7% 5.0% 5.3% 5.5% 4.1% 9.3% 5.1% 5.0% 4.8%

Q3 16 4.1% 4.4% 10.0% 4.4% 4.2% 6.5% 4.5% 10.7% 5.7% 4.8% 5.7%

Q4 16 4.3% 5.1% 10.1% 5.7% 4.9% 6.2% 4.2% 9.3% 6.9% 6.0% 6.7%

Q1 17 4.7% 5.8% 8.0% 5.3% 5.9% 9.0% 3.5% 9.4% 4.7% 5.0% 9.4%

37%31% 26% 28% 31% 33% 36%

42%30%

37%27%

37% 33% 36% 35% 38% 36% 40%31% 34%

47% 46%

63%69% 74% 72% 69% 67% 64%

58%70% 63%

73%63% 67% 64% 65% 62% 64% 60%

69% 66%53% 54%

Q1

16

Q1

17

Q1

16

Q1

17

Q1

16

Q1

17

Q1

16

Q1

17

Q1

16

Q1

17

Q1

16

Q1

17

Q1

16

Q1

17

Q1

16

Q1

17

Q1

16

Q1

17

Q1

16

Q1

17

Q1

16

Q1

17

DIY

DIFMDIF

M v

s D

IY

Page 6: European Home Improvement Monitor 2018 · European Home Improvement Monitor 2018 Research factsheet To provide manufacturers and retailers with a complete overview of home improvement

Example results of 2017Country specific insights - Germany

37% 45%

49%

44%

41% 48%

48%

42%

38% 47%

48%

41%

Q1 1

4

Q2 1

4

Q3 1

4

Q4 1

4

Q1 1

5

Q2 1

5

Q3 1

5

Q4 1

5

Q1 1

6

Q2 1

6

Q3 1

6

Q4 1

6 30% 30% 33%

70% 70% 67%

2014 2015 2016

DIY

DIFM

21% 22% 25%

6% 6% 6%7% 8% 7%6% 6% 6%9% 9% 10%

51% 49% 46%

2014 2015 2016

Purchased by professional

Other shop

Speciality shop

Wholesaler for professional

Online shop

DIY shop

8,8% 9,1%9,9%

2014 2015 2016

Home improvement DIFM vs DIY

Online purchasePurchase channel

Page 7: European Home Improvement Monitor 2018 · European Home Improvement Monitor 2018 Research factsheet To provide manufacturers and retailers with a complete overview of home improvement

• The consumers who painted are asked how the paint was applied to the exterior or interior of their home.

• The figure below shows the percentages of consumers that used one or more online sources to get information about the paint they bought.

• Consumers from Poland and Spain clearly use online resources for orientation more often than the consumers from other countries.

Example results of 2017Product chapter - Paint – Methods of applying paint and Online orientation

127 114 109 125 191 217 205 217 175 120 142

Q: How was the paint applied? Multiple answers possible.

Q: Did you get information about the paint online?

Asked to respondents that bought paint

Online orientation among paint buying consumers(last 4 quarters)

Sample size 339 356 317 231 322 554 388 490 320 329 238

Sample size 331 358 345 226 308 614 422 488 318 364 282

22% 21%28% 27% 25%

44%38%

28%20%

27% 31%

127 114 109 125 191 217 205 217 175 120 142

Method of applying the paint inside

Last 4 quarters

Roller 85.7% 85.6% 83.8% 59.2% 86.2% 87.5% 89.2% 74.3% 81.4% 81.9% 64.9%

Brush 67.7% 62.8% 54.7% 64.0% 79.1% 44.4% 49.3% 78.9% 71.1% 54.1% 49.9%

Paint sprayer 3.5% 3.1% 3.7% 6.6% 5.0% 4.3% 5.3% 2.4% 5.2% 5.8% 5.6%

Other 0.6% 0.3% 0.6% 0.8% 0.0% 0.0% 0.2% 1.1% 2.7% 0.6% 0.9%

Don't know 3.1% 3.0% 4.9% 2.5% 1.5% 1.8% 1.6% 2.8% 5.6% 3.8% 10.1%

Method of applying the paint outside

47.7% 62.9% 55.0% 40.0% 52.6% 56.6% 71.0% 29.5% 39.6% 51.5% 27.7%

71.9% 56.6% 61.8% 64.7% 78.4% 51.4% 46.0% 72.0% 80.8% 51.1% 65.9%

9.9% 14.2% 9.2% 10.8% 2.0% 13.7% 12.5% 7.9% 5.1% 9.1% 9.9%

0.0% 0.0% 0.9% 0.0% 0.7% 0.0% 0.0% 0.5% 1.1% 0.0% 1.8%

6.0% 3.4% 8.5% 5.5% 5.5% 5.0% 5.4% 7.4% 6.3% 14.2% 14.9%

Sample size 331 358 345 226 308 614 422 488 318 364 282

Page 8: European Home Improvement Monitor 2018 · European Home Improvement Monitor 2018 Research factsheet To provide manufacturers and retailers with a complete overview of home improvement

Example results of 2017Theme part – Love brands – Paint - Austria

Aided brand awareness and usage 2017 (N=400)

12%

11%

14%

17%

21%

22%

27%

22%

33%

32%

28%

27%

34%

35%

32%

34%

14%

14%

10%

12%

19%

17%

22%

22%

35%

36%

34%

31%

32%

33%

33%

34%

0 - 6 7 or 8 9 or 10 Don't know

17%

18%

17%

17%

17%

19%

19%

21%

19%

12%

10%

9%

48%

51%

53%

53%

16%

16%

15%

18%

15%

16%

18%

20%

38%

33%

31%

29%

32%

35%

35%

33%

Easy to use (Importance score : 62%)

Dulux 8.0 145

Xyladecor 7.9 190

Alpina 7.9 210

Adler 7.9 274

General rating avg N

Adler 8.1 274

Xyladecor 8.0 192

Alpina 8.0 209

Dulux 7.8 144

Best quality products (Importance score : 82%) avg N

Xyladecor 8.0 191

Adler 8.0 274

Alpina 7.8 210

Dulux 7.6 145

Value for money (Importance score : 63%)

Alpina 7.3 210

Adler 7.0 273

Dulux 6.9 145

Xyladecor 6.8 190

Trust (Importance score : 68%)

Xyladecor 7.9 192

Dulux 7.8 145

Adler 7.7 273

Alpina 7.5 210

68%

63%

56%

52%

47%

45%

36%

19%

17%

17%

16%

7%

7%

25%

21%

12%

21%

17%

8%

8%

4%

2%

3%

5%

0%

32%

Adler

Obi

Hornbach

Alpina

Xyladecor

Tiger

Dulux

Schöner Wohnen

Bondex

Synthesa

Sikkens

Brillux

None of these

Awareness

Usage

11%

13%

11%

17%

26%

22%

30%

23%

33%

38%

31%

33%

29%

27%

29%

28%

0 - 6 7 or 8 9 or 10 Don't know

Page 9: European Home Improvement Monitor 2018 · European Home Improvement Monitor 2018 Research factsheet To provide manufacturers and retailers with a complete overview of home improvement

Max Euwelaan 51

3062 MA Rotterdam

+31-10-2066900

[email protected]

Call center +31-10-8002700

USP’s Project team

Dirk Hoogenboom

Research Consultant

[email protected]

+31 6 5209 8924

Reinier Zuydgeest

Managing Consultant DIY & Installation

[email protected]

+31 6 2693 6109

Page 10: European Home Improvement Monitor 2018 · European Home Improvement Monitor 2018 Research factsheet To provide manufacturers and retailers with a complete overview of home improvement

European Home Improvement MonitorA selection of our subscribers

Annual subscription fee of € 9.000 per year includes delivery of 4 reports per subscription year covering all 11 countries.

Single reports available for € 3.600. Adding a category to the international manufacturer report will cost € 3.000 per category. Adding a country to the national

retailer report will cost € 1.600 per country.

Page 11: European Home Improvement Monitor 2018 · European Home Improvement Monitor 2018 Research factsheet To provide manufacturers and retailers with a complete overview of home improvement

USP in Figures

USP Marketing Consultancy

Total

70

Head office Subsidiary

Rotterdam Düsseldorf

Consultants

Research AnalystsProjectmanagers

Market specialist installation, construction and DIY from the start

Dedicated and multi-client research

Active in the market for over 25 years

218 dedicated market research projectsin 2016

Revenue distribution

turnover coming from international projects

70%

turnover coming from dedicated market

research, 10% from multi client

90%

turnover coming from B2B, 30% B2C

70%

focus groups in-depth interviews

82 2.104

B2B CATI interviews

B2C online interviews

25.300 34.250

Research in

38countries in 2016

Page 12: European Home Improvement Monitor 2018 · European Home Improvement Monitor 2018 Research factsheet To provide manufacturers and retailers with a complete overview of home improvement