Summary of our market study

The global do-it-yourself (DIY) market has demonstrated a steady growth trend, having reached a value of €594 billion in 2018, with North America and Europe being the dominant players accounting for 87% of the market in 2018. The Belgian DIY market in particular has shown structural growth but experienced some instability, with a 3.3% growth in 2019, and a notable surge in consumer interest in DIY activities during the 2020 pandemic lockdowns. Specifically, the Belgian market saw a 37% turnover loss in DIY shops due to compulsory closures in March 2020, but consumer engagement in DIY rose by 12 percentage points during confinement, leading to a sales increase of 11% post-confinement, particularly in paint and garden categories. The growing trend of online purchases in DIY products, which stood at 4.7% in 2017, is accelerating, although Belgium lags behind the European average. Top players such as Brico, Hubo, and Gamma are investing in digital services like e-commerce platforms to capitalize on this shift. Despite the notable digital growth, Belgians still show a preference for in-store purchases. DIY product prices have outpaced inflation, rising by 2.11% between September 2019 and September 2020 in Belgium, influenced by the desire for more sophisticated and personalized products. .Belgian Do-It-Yourself Market: Evolving Demand and Consumer Preferences The Belgian do-it-yourself (DIY) market is a significant sector that has seen both growth and volatility in recent years. As of 2019, this market can be valued at approximately 4.5 billion euros, marking its importance in the country's economy. It is important to note that this market encompasses a range of categories including building materials, plumbing, gardening, paint, and tools, making it a diverse field with numerous players. Consumer interest in DIY in Belgium has shown an upward trend, and a significant percentage of Belgians are opting to undertake home improvement projects themselves rather than hiring professionals. Factors such as personal skill improvement, cost savings, perceived ease of product use, and time availability drive this DIY inclination. Despite this rising interest, the market is also subject to cycles, where elements such as the weather and the attachment to physical stores can influence sales, revealing the complex dynamics of consumer behavior. The typical Belgian DIY consumer profile includes a strong desire to learn and improve DIY skills. The internet serves as a primary source for DIY information and inspiration, with Google and online retailer websites being most consulted by consumers. Furthermore, online videos and practical sessions with experienced individuals are popular methods of learning new DIY skills among Belgians. Although the DIY market has been traditionally dominated by large chains like Hubo, Brico, and Gamma, there has been a noticeable push toward digital platforms. However, the e-commerce penetration in the Belgian DIY market remains low but is expanding rapidly, with the online share reaching between approximately 4 to 5 percent in 2017. Established retailers are enhancing their online presence with Brico, for instance, hosting over 46,000 product references on their webshop. Despite this growth, the Belgian consumer still shows a preference for in-store purchases, which could be attributed to the desire for personal advice and service from shop staff. Manufacturers and distributors play pivotal roles in the market, with leading global brands like Bosch in tools and AkzoNobel in paints being significant players in the DIY segment. Retail chains, both large and small, form the primary sales channels, with some pure online players making their entry and slowly gaining interest. The product offerings in the Belgian DIY market reflect a mix of both traditional and emerging trends. Personalization of offers and advanced category management have been strategies adopted by key chains to accommodate the increasing sophistication of consumers' needs. Examples include the differentiation of store formats by Brico and bespoke shelf designs by Gamma based.### Key Players Shaping the Belgian DIY Market Landscape In the realm of the Belgian do-it-yourself (DIY) market, a few key companies have emerged as leading figures, offering a wide array of products and services to cater to the growing trend of home improvement enthusiasts. Below, we embark on a journey through the profiles of the main players who have played significant roles to satisfy the DIY cravings of Belgians. #### Flourishing Chains and Their Diverse Formats **Brico** stands tall as one of the flag bearers in the DIY store chain segment. Having evolved over the years, Brico has diversified its shop formats to meet the varying needs of its clientele through Brico Planit, Brico, and Brico City, each designed to cater to large-scale projects, general convenience, and quick shopping, respectively. **Hubo** is another name that resonates in the halls of the DIY market. As a home improvement store chain, Hubo makes its presence known across Belgium with its customer-centric approach, allowing DIYers access to an extensive range of products for all sorts of home renovation projects. **Gamma** is not to be overlooked in the market, taking pride in its category management strategy that streamlines the shopping experience for consumers. Focusing on individual shelf design and data analysis, Gamma strives to meet specific customer needs with precision and care. **Mr Bricolage** has a reputation that accompanies its name across Belgium, providing a comprehensive selection of DIY goods that has made it a popular choice amongst the local populace looking to undertake their own home improvement tasks. A mention goes to **Handy Home**, which although smaller in size compared to its competitors, offers a range of products that appeal to DIY enthusiasts looking for a more personalized shopping experience. #### Independent Dealers Standing Their Ground **BigMat, Galico,** and **Gedimat** represent the independent dealer's response to the evolving Belgian DIY market. They manage to carve their niche by offering specialized products and services that cater to the unique requirements of their customer base. These dealers hold their ground, showcasing the importance of diversity in shopping options for consumers. #### The E-Commerce Disruptors The pure players, such as **ManoMano** and **Bricozor**, have entered the market with a digital-first approach, capturing the attention of the tech-savvy DIY crowd. These online platforms have started to make significant inroads by providing ease of access and convenience for shoppers looking to purchase DIY products from the comfort of their homes. #### Exploring
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  • Number of pages : ~ 40 pages
  • Format : Digital and PDF versions
  • Last update : 01/09/2023
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Summary and extracts

1 Market summary

1.1 Market definition and structure

Do-it-yourself refers to non-professional manual activities, repair, creation, improvement and maintenance of small objects in the house. This study concentrates on the DIY market and therefore excludes the BtoB activity of retailers and DIY stores

The do-it-yourself market therefore covers a wide variety of items. The Union Nationale des Industriels du Bricolage (Inoha) lists 11 main categories: building, plumbing/sanitary, garden, paint/glue, wood/joinery, coatings, tools, electricity, hardware, decoration and thermal comfort.

The world market for DIY products amounted to 594 billion euros in 2018 and the market has been growing steadily for several years. The United States are largely dominant, accounting for about half of the world market by value. In Europe, the biggest DIY markets are the United Kingdom, Germany and France. 

The Belgian do-it-yourself market grew by 3.3% in 2019 and by 16,4% between 2008 and 2017 but is characterised by relative instability.

The growth of the market can be explained by a growing interest in do-it-yourself, particularly in Belgium. The market is highly concentrated and dominated by a few large players, the main ones being the DIY chains Hubo Belgium (Bricoalliance), Brico (Maxeda) and Gamma (Intergamma).

The Belgian market is also characterised by an attachment to physical shops and digitalisation is therefore still weak but growing. This is one reason why the market is cyclical, the sales being largely dependant on the weather and the consumer will to visit the physical shops. One other reason is that the garden category is the most important product category sold by DIY shops in Belgium. Bad weather thus means less sales in the garden category which affect the turnover of DIY shops.

List of charts presented in this market study

  • Taille du marché du bricolage
  • Part de marché du bricolage par continent
  • Chiffre d'affaires de la vente au détail de quincaillerie, peintures et verres dans les magasins spécialisés
  • Évolution des ventes sur le marché belge du bricolage
  • Principales motivations pour faire du bricolage
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Latest news

Mr.Bricolage expected to decline in 2023 - 14/03/2024
  • Mr.Bricolage group sales in 2023: 2.31 billion euros
  • In France, 902 stores generated sales of 1.96 billion euros in 2023
  • Number of stores by brand in 2023:
    • - Mr.Bricolage: 331 stores
    • - Les Briconautes: 101 stores
    • - Independent chains: 470 stores
  • Total number of stores at January 1, 2024: 1088 stores
DIY: ManoMano highlights its ManoMano Pro service in new TV campaign - 14/02/2024
  • ManoMano launched its service for construction professionals, ManoMano Pro, at the end of 2020.
  • Three years later, ManoMano has attracted around half of the craftsmen in the sector in France, i.e. some 200,000 companies.
  • ManoMano offers over 19 million product references on its site.
Faced with a depressed DIY market, ManoMano cuts its workforce by a quarter - 18/10/2023
  • ManoMano is a platform for the sale of do-it-yourself products, with 16 million references.
  • Co-founded by Christian Raisson and Philippe de Chanville.
  • The company competes with Leroy Merlin and Castorama.
  • It plans to cut a maximum of 150 jobs in France and 80 in Spain out of a total of 900 employees as part of a reorganization.
  • In 2020, ManoMano achieved sales in excess of one billion euros in five European countries (France, Spain, Italy, UK, Germany).
DIY: Mr.Bricolage holding up well - 15/03/2023
  • In France, sales totalled 2.02 billion euros (down 1.6% over the year)
  • Abroad, Mr.Bricolage, present in ten countries through 74 outlets, achieved sales of 322.5 million euros, up 5.4%
  • On December 31, 2022, Mr.Bricolage had 920 stores, 846 in France, including 319 Mr.Bricolage stores, 97 Les Briconautes stores and 430 affiliated stores under independent banners.
  • On January 1, 2023, Mr.Bricolage could count on 977 stores, including 903 in France (new members and affiliates negotiated in 2022)
  • Target of 1,000 outlets by the end of 2025.
Mr.Bricolage passes the 2 billion mark in sales - 16/03/2022
  • The Mr.Bricolage group had a good year in 2021
This is the third time in three years that ManoMano has raised funds, and it has raised another $355 million. - 06/07/2021
  • ManoMano claims a valuation of $2.6 billion
  • Its goal for 2021 is to reach 600,000 customers, and for 2025: 800,000 employees
  • ManoMano has raised $355 million, after raising €110 million in 2019 and €125 million in 2020. This is the third operation in three years for the e-commerce platform for DIY, home and garden products
  • The $60 million raised in 2017 seems derisory today, given the startup's meteoric rise, with no less than $725 million raised in eight years
  • ManoMano's goal is to become the reference destination for all DIY, gardening and home improvement projects
  • ManoMano learns from the crisis by recruiting 350 people
  • To support these ambitions, the company plans to recruit a thousand by the end of 2022
  • The company will soon have 2,000 employees, and is fast approaching the 5,000-employee threshold at which a French company is considered a major group

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Brico Belgium
Gamma Belgique
Mr. Bricolage
BigMat Belgique
Gedex Gedimat Gedibois
Bourrelier Groupe

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the DIY market | Belgium

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