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MARKET OVERVIEW

1.1 Definition and scope of study

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.

These miscellaneous products are produced in France or imported and are then distributed by dIY stores (GSB), the negoces s, of the digital pure-players or food superstores (GSA). In France, however, the distribution of DIY items is highly concentrated, since the GSPs account for 74% of sales in value terms and only 4 groups account for 93% of the turnover of the GSBs, i.e. two thirds of the total market. The main players in the sector are thus the 4 groups Adeo (Leroy Merlin, Weldom, Bricoman), Kingfisher (Castorama, Bricodépot), Musketeers (Bricomarché, Bricocash, Bricorama) and Mr. Do-it-yourselfer (Mr. DIY, DIY).

The French do-it-yourself market is the third largest in Europe, after the United States, Germany and the United Kingdom. On a global scale, however, the United States are largely dominant, accounting for about half of the world market by value. This world market amounted to 594 billion euros in 2018 The company's sales have been growing steadily since 2013.

The French do-it-yourself market has seen an increase in turnover by 3.4% in 2019. One of the reasons for this growth is the economic recovery in the construction sector and the growth of the "do-it-yourself" trend.

In March and April 2020, the Covid-19 had interrupted the momentum of the French do-it-yourself market, whose year-on-year change in value was 2.21% in February 2020. Following the lockdown, however, a catch-up effect took place, with a 30% growth rate in DIY sales in June 2020 compared with June 2019. The rate of sales growth then slowed, illustrating the gradual return to normal of DIY sales.

 

1.2 The growing global market concentrated in North America and Europe

The world DIY market was estimated at *** billion euros in **** and the market is growing, slowly but steadily.   Size of the global DIY market World, ****-****, in billion euros Sources : Fediyama, Edra   The graph below details the distribution of the market by region in **** but remains representative of the current distribution, ...

1.3 The growing French market, dominated by DIY stores and supermarkets

In ****, the French DIY market was estimated at nearly ** billion euros . [***] The DIY market has been growing slowly for several years, but **** proved to be a particularly positive year, with a growth rate of *.*% compared to ****.

  Size of the French DIY market France, ****-****, in billion euros Source : Inoha   The ...

1.4 The double effect of Covid-19

While the DIY market had started the year well with a year-on-year change of *.**% in value and *.**% in volume in February ****, the Covid-** crisis interrupted this momentum.

The effect of the Covid-** outbreak and containment was twofold. On one hand, containment led to a sudden slowdown in activity in the construction ...

DEMAND ANALYSIS

2.1 Consumer profile: younger and better-off do-it-yourselfers on average

Who's buying?

It is possible to identify three main profiles of DIY consumers:

Exclusive do-it-yourselfers, rather rural, living in houses, CSPs, graduates, older people Do-it-yourselfers and decorators, suburbanites, living in houses, CSPs, rather young people Exclusive decorators, urban, living in apartments, modest, younger, the latter category tending to develop. [***]

While the ...

2.2 Determinants of demand: purchases mainly for pleasure and price

The role of the building market The building market is one of the main drivers of the DIY market. Whether building a home or fitting out an old house, the French are encouraged to carry out DIY work, all the more so in the context of the "do-it-yourself" trend. Thus, the ...

2.3 Trends in demand: between DIY and opportunity

In many sectors (***) trend is developing, as well as second-hand purchases and sales, to such an extent that the trend seems to be firmly rooted in the habits of many French people. This success of the home-made and collaborative economy can be explained in particular by the growing awareness of French ...

MARKET STRUCTURE

3.1 The production of DIY equipment

The value and volume of DIY material production is difficult to assess and analyse given the wide variety of products. In addition, DIY distributors often have multiple different suppliers. They purchase either directly from producers either with wholesalers who act as intermediaries between manufacturers and distributors.

The graphs below illustrate the ...

3.2 Do-it-yourself distribution: dominance of DIY stores and strong growth in e-commerce

DIY Superstores capture three quarters of the turnover from DIY sales and their market share in value terms will reach **% in ****.

  Breakdown of DIY distribution by distribution channel France, ****, in % Source : Fédération des magasins de bricolage   Note that the methodology for this analysis changed between **** and ****. Indeed, in ...

3.3 Focus on DIY stores

The graph below details the market shares of DIY chains, most of which are part of larger groups. The weight of the Leroy Merlin brand is visible in its **% market share. Castorama, Bricodépot and Bricomarché together account for **% of the market, with the others having a smaller share.   Market shares ...

3.4 Digitisation is lagging behind but growing

There are several types of DIY e-commerce players, the main ones being generalist pure-players, such as Amazon, specialist pure-players, such as ManoMano, and online platforms of players also operating through physical stores, such as Leroy Merlin.

The leader in the DIY online business is by far Amazon, which is responsible for ...

ANALYSIS OF THE OFFER

4.1 Product typology and dynamics

Inoha and BKW identify ** main types of products present in DIY stores, some of which are not strictly DIY products, such as the "garden" section, for example.

However, the distribution of sales by product, as shown in the graph below, is indicative of the importance of each segment. It appears that ...

4.2 Prices on the DIY market

Consumer prices for DIY items are relatively stable. Since ****, they have risen by *.**%, but this growth is slowing down so that prices have tended to stabilise in recent years, or even to fall. Indeed, consumer prices have decreased in **** and ****.

  Consumer price index of tools and other equipment for home ...

4.3 Supply trends and areas for development

The players in the sector use multiple differentiation strategies. The following points thus constitute the main lines of development. [***]

Conquest strategy

Conquest strategies can be of the order of internal or external growth. The first can take the form of strengthening the offer for urban customers, as shown by the opening ...

REGULATION

5.1 Regulations

The code of conduct

Updated in June ****, the code of good conduct governs commercial practices between professionals in the DIY, gardening and home improvement sectors.

The measures put in place concern in particular :

the notice period in case of deregistration (***) the period of notice in the event of dereferral in the ...

POSITIONING OF THE PLAYERS

6.1 Segmentation

  • Tarkett Groupe
  • Knauf Insulation
  • Galico
  • Leroy Merlin France
  • Castorama France
  • Saint Gobain Groupe
  • BigMat
  • Amazon
  • ManoMano
  • Auchan Retail (1)

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Hugo S.

chargé d'études économiques, Xerfi

Hugo S.

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Mathieu Luinaud

Associate Consultant

Mathieu Luinaud

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Education Formation
Robin C.

PhD Industrial transformations

Robin C.

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Pierre D.

Analyst

Pierre D.

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Ross Alumni Club France

Arnaud W.

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Pierrick C.

Consultant

Pierrick C.

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Project Finance Analyst, Consulting

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Héloise Fruchard

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

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Imane E.

EDHEC

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Market Research Analyst

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Market Research Analyst @Businesscoot

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Market Research Analyst @Businesscoot

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Jules D.

Consultant

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Alexia V.

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Emil Ohlsson

Emil Ohlsson

Anna O.

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Gabriel S.

Gabriel S.