The global DIY market has demonstrated steady growth, with the industry estimated at $850 billion globally by 2021. In France, the market experienced a 10.2% growth in 2021, reaching nearly €34 billion, largely driven by the recovery of the construction sector and the growing popularity of "do it yourself" trends.

The COVID-19 pandemic initially caused a sharp decline in sales, but a subsequent surge ensued as consumers engaged more in DIY projects during lockdown, with Google Trends showing a spike in interest for "DIY" in April 2020. E-commerce saw an 84% increase in turnover in 2020, underlining the surge in online sales. Despite an initial contraction in household purchasing power due to the pandemic, the DIY market has continued to benefit from the trend, particularly influenced by a boom in older home sales leading many new owners to undertake renovations themselves. The DIY industry appears to be on a trajectory of growth boosted by both rising consumer enthusiasm and the expanding second-hand market.

Evolving Consumer Trends in the Do-It-Yourself Market

In the DIY market, consumer profiles have shifted, signifying an incline towards a younger, more affluent clientele. Exclusive Do-It-Yourselfers primarily living in rural areas, and do-it-yourselfers and decorators in peri-urban zones, are the dominant consumer segments, indicating a robust market movement towards enhancing functionality and comfort at home. Interestingly, a growth movement is noted among exclusive decorators residing in urban settings, suggesting a burgeoning interest in aesthetic home improvements. Frequency of engagement with DIY activities elucidates the market's occasional nature, with around 45% of individuals partaking in DIY projects at least once monthly or several times yearly. Moreover, an impressive 21% engage in DIY endeavors weekly, illustrating the deep integration of these activities into regular household routines. It seems that necessity drives the majority of these projects, but a significant subset of 20% engages in DIY strictly out of necessity.

The driving force behind DIY purchases is predominantly the pleasure it provides, complemented by practical needs such as repairs or budget constraints. Remarkably, the pleasure factor saw a 3 percentage point increase, demonstrating a shift in consumer motivation towards enjoyment rather than mere necessity. The building and construction market serves as a critical stimulus for the DIY sector.

The market has experienced steady expansion, with particular segments such as maintenance-renovation showing labor market robustness. This connection is further illustrated by the increased activity in older home sales, which often necessitate renovation work. Household power structures have also shifted, with a decline in early 2020 followed by a modest uptick. This mixed influence on the DIY market, coupled with an increasing number of individuals partaking in DIY for pleasure rather than financial or repair-driven needs, suggests a burgeoning market grounded in personal satisfaction.

Despite the enthusiasm for DIY, certain barriers remain, primarily budgetary constraints. Buyers are discouraged by both the costs and lack of expertise required for specific projects. Acknowledging this, market players have adapted by offering more personalized services to instill confidence and increase online purchasing conversion rates. The result has been a positive trend, despite temporary setbacks due to economic fluctuations and changing consumer habits, bearing witness to the underlying resilience and appeal of the DIY market.

The Titans of the Do-it-Yourself (DIY) Landscape: A Spotlight on Market Leaders

Within the competitive fields of hammers, nails, paints, and plants, a few giants dominate the French DIY market—a testament to the might of focused branding, strategic market positioning, and robust supply chains. The market is a kingdom with well-established rulers; let's introduce the monarchs of the French DIY empire.

  • Adeo Group - Among the champions is Adeo, a conglomerate that boasts a hefty portfolio with names such as Leroy Merlin, Weldom, and Bricoman. Each brand under the Adeo umbrella caters to different segments within the DIY realm, from household amateurs to seasoned artisans, offering a mosaic of products and services that span the complete spectrum of home improvement.

  • Kingfisher - Across the aisle stands Kingfisher, another heavyweight player, recognized most prominently for its subsidiaries Castorama and Bricodépot. These entities harbor strengths in providing a mix of home decoration and construction materials, attracting both transient DIY enthusiasts and professionals who are looking for both variety and value.

  • Groupement Les Mousquetaires - The Mousquetaires, with its Bricomarché and Bricocash brands, commands a significant portion of the DIY market as well. They are known for blending practicality with convenience, serving customers who are after both tools for the finer touches and supplies for larger-scale building undertakings.

  • Mr Bricolage Group - Mr Bricolage and its affiliate Briconautes are the custodians of a narrower yet dedicated customer base. They display a commitment to local service and a personalized shopping experience, building a reputation for being close to their clientele and responsive to the evolving needs of DIYers.

These titans are not just retailers; they are architects of consumer confidence and promoters of the DIY ethos. Their vast networks of outlets and depth of product lines are emblematic of their adaptability and understanding of market dynamics. In a market where e-commerce is surging and customer behaviors are shifting, these storied brands are not merely resting on their laurels but are actively adapting to the digital frontier. Innovations in customer experience, service personalization, and the embrace of online commerce channels are but a few of the strategies that keep them at the forefront of a market that has proven both enduring and susceptible to the winds of change. 

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Summary and extracts

1 Market overview

1.1 Definition and scope of study

Do-it-yourself refers to the non-professional manual activities of repairing, creating, improving and maintaining small household objects. This study focuses on the consumer DIY market, and therefore excludes the BtoB activity of DIY stores and DIY superstores.

The DIY market therefore covers a wide variety of items. There are 11 main categories: building, plumbing/sanitary, garden, paint/glue, wood/woodwork, coatings, tools, electricity, hardware, decoration and thermal comfort.

These various products are produced in France or imported, and then distributed by DIY superstores (GSB), retailers, digital pure-players or food superstores (GSA). In France, however, DIY distribution is highly concentrated, with GSBs accounting for 71% of sales by value. The main players in the sector are the 4 Adeo groups (Leroy Merlin, Weldom, Bricoman), Kingfisher (Castorama, Bricodépot), Mousquetaires (Bricomarché, Bricocash, Bricorama) and Mr Bricolage (Mr Bricolage, Briconautes).

The French DIY market is the third-largest in Europe, behindGermany and the UK. on a global scale, however, the United States dominates, accounting for around half the market by value. Estimates suggest that the global market will continue to grow over the next few years, at a CAGR of 4.37%.

The French DIY market, meanwhile, is forecast to increase sales by 12% in 2023. This growth is due in particular to the economic recovery in the construction sector and the rise of the "Do it yourself" trend.

1.2 A growing global market concentrated in North America and Europe

the global DIY market was estimated at US$*** billion in ****, and is growing slowly but steadily. Global DIY market size World, ****-****, in billions of euros Sources: Fediyama, DIY International The chart below details the breakdown of the market by region in ****. North America and Europe hold the majority of the ...

1.3 French market grows despite lower sales volumes

French DIY market size France, ****-****, in billions of euros Source: ****

In ****, the French DIY market was estimated at nearly ** billion euros, representing a growth of around **% compared to ****. [***] The DIY market has been growing slowly for several years, but sales by value continue to rise.

French DIY market trends France, ...

1.4 The double effect of Covid-19

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

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

2 Demand analysis

2.1 Consumer profile

According to an Opinionway study, in ****, * out of ** French people will be passionate about DIY

Distribution of DIY enthusiasts by gender France, ****, % of total Source: ****

In ****, in France, the breakdown of DIY enthusiasts shows a slight gender difference. Men account for a slightly higher proportion of DIYers, with **% of men claiming ...

2.2 Typology of demand

Reasons why the French do their own work France, ****, % of total Source : OpinionWay In **** in France, a large majority of citizens opt to carry out their own home improvements to save money, representing **% of respondents. This figure reflects a strong economic concern among consumers. At the same time, a significant **% of ...

2.3 Demand trends: from DIY to second-hand

In many sectors (***) trend is growing, as are second-hand purchases and sales, to such an extent that the trend seems to be taking root in the habits of many French people. The success of the homemade and collaborative economy can be explained by the growing awareness of the French of environmental ...

2.4 The impact of teleworking

In **** and ****, one of the most decisive factors for DIY was telecommuting. In fact, if we look at the profile of French people who have actually carried out home improvement work, we see that teleworkers are over-represented compared to the rest of the population:

Percentage of French people who have carried ...

2.5 An increase in energy renovation work over the next few years

Although the DIY market is experiencing a decline in volume in ****, the situation remains favorable thanks to the promising prospects offered by energy renovation. Indeed, energy renovation is no longer to be taken lightly, particularly since the new regulations concerning the DPE (***), with the gradual exclusion of the most energy-intensive properties ...

2.6 The building and construction market, a driver of demand

The construction market is one of the main drivers of the DIY market. Whether building a new home or renovating an old one, the French are encouraged to carry out DIY work, especially in the context of the "do-it-yourself" trend. Annual variation in construction output (***) France, ****-****, in Source: Fédération ...

3 Market structure

3.1 Value chain

Source: ****

Different types of retailers offer DIY products to consumers: DIY stores, DIY merchants, pure-players and large food retailers, which often have DIY departments.

DIY retailers generally have different suppliers. They buy either directly from manufacturers or from wholesalers who act as intermediaries between manufacturers and distributors.

3.2 Number of companies and number of employees

Companies selling DIY products are registered under the following NAF codes:

****A: Retail sale of hardware, paints and glass in small stores (***) ****B: Retail sale of hardware, paints and glass in superstores (***)

It is therefore interesting to analyze the evolution of the number of companies and the number of employees ...

3.3 Do-it-yourself distribution

DIY superstores account for almost three-quarters of sales of DIY products: their market share in value terms will reach **% in ****.

Breakdown of DIY sales by distribution channel France, ****, in Source: Federation of DIY stores Finally, DIY stores operate in two ways on the consumer DIY market: through a DIY store chain, ...

3.4 Focus on DIY superstores

Market share of DIY chains France, ****, in Source: Federation of DIY stores The chart above details the market shares of DIY chains, most of which are part of larger groups. Leroy Merlin has a market share of **%, while Castorama, Bricodépot and Bricomarché together account for **% of the market, with the ...

3.5 Do-it-yourself, a market that's also developing digitally

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 the online platforms of players also operating through physical stores, such as Leroy Merlin.

By far the leader in DIY e-commerce is Amazon, responsible for **% of online sales ...

3.6 Strategic alliances between GSBs

Mergers & Acquisitions :

October ****: Les Mousquetaires acquires Tridôme

The Les Mousquetaires group has made official its acquisition of Tridôme, a chain of ** DIY stores in the South of France, representing sales of *** million euros including VAT. This acquisition enables ITM Equipement de la Maison, owner of Bricomarché, Bricorama and Brico ...

4 Offer analysis

4.1 Product typology and dynamics

Inoha and FMB identify ** main types of products found in DIY stores, some of which are not strictly DIY products (***)

Product category Details of products in this category Plumbing, bathroom, kitchen sinks, washbasins, bathtubs, worktops... Paint, hardware, glues exterior and interior paints, glues, adhesives, household products Garden plants, hand tools, sheds, ...

4.2 Prices on the DIY market

Consumer price index for housing maintenance and repair supplies (***) France, ****-****, base *** in **** Source: ****

The consumer price index for tools and other home and garden equipment in France, over the period **** to ****, reveals an overall upward trend. Consumer prices for DIY items have remained relatively stable from **** to ****. The index fluctuates ...

4.3 Supply trends and development avenues

Industry players employ a wide range of differentiation strategies. The following are the main areas of development. [***]

Strategy of conquest

Conquest strategies can take the form of internal or external growth. The former can take the form of reinforcing the product range aimed at urban customers, as illustrated by Leroy Merlin's ...

4.4 Developing a second-hand DIY offering

In France, the second-hand market is growing, reflecting a major shift in consumer habits. By December ****, **% of French people had bought at least one second-hand product in recent months, underlining the growing importance of this trend in the country[***].

This trend extends to many markets and also to the DIY sector, ...

5 Regulations

5.1 Regulations

The code of conduct

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

The measures put in place concern in particular:

the notice period in the event of delisting (***) notice periods in the event of delisting as part of a call for ...

5.2 Law of February 10, 2020 on the fight against waste and the circular economy

The law of February **, **** on the fight against waste and the circular economy instituted the creation of an extended channel of responsibility for producers of DIY and garden items, to manage the resulting waste from January *, ****.

The main objectives of this new channel are:

*. Encourage the reuse and repair of ...

5.3 A draft European regulation that would modify statutory payment periods

A draft European regulation, initially designed to support SMEs, has come in for sharp criticism from trade federations. It proposes to reduce payment terms to a strict maximum of thirty days , compared with the current sixty days, with no possibility of derogations. This measure is controversial because of its potential to ...

List of charts

  • Number of establishments registered under activities 4752A and 4752B
  • Number of employees registered in activities 4752A and 4752B
  • Size of the global DIY market
  • DIY market share by continent
  • Trends in the French DIY market
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Latest news

Castorama revises its formula in France to boost sales - 28/03/2024
  • - Castorama sales down 4.8%.
  • - Brico Dépôt sales down 7%.
  • - Total sales in France down by almost 6%.
  • - Strategies: modernization of stores, reduction of floor space by 30%, transition to franchising, and transfer to the Brico Dépôt banner.
  • - By 2024-2025, 13 units will be specifically affected (2 franchised, 1 will become Brico Dépôt, 7 relaunched, and 3 reduced in size).
  • - 15% of Castorama and Brico Dépôt sales are generated by major works (kitchens, bathrooms) linked to moves.
  • - Introduction of Screwfix in France, with 23 current stores, planned to reach 15 more by 2024 and 600 in the long term.
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
Purchasing alliance between Le Club-Les Briconautes (Mr.Bricolage group) and Espace Emeraude - 27/02/2024
  • - Club-Les Briconautes has 592 affiliated stores.
  • - Espace Emeraude has 87 stores.
  • - In 2023, Mr.Bricolage's sales were 2.4 billion euros.
  • - Espace Emeraude has sales of around 280 million euros.
  • - In 2022, Le Club and Les Briconautes achieved sales volumes of 334 million euros and 247 million euros respectively.
Tools: Cofaq targets sales of one billion euros - 15/02/2024
  • - Cofaq was founded seventy years ago in Poitiers.
  • - It launches a new ten-year strategic plan aimed at doubling its sales (currently 550 million euros)
  • - Cofaq is France's 27th-largest cooperative, bringing together 400 independent retailers.
  • - Cumulative member revenues reach 1.4 billion euros.
  • - They operate 900 outlets under five banners.
  • - The network plans to grow to 1,000 outlets.
  • - Cofaq offers 2 million items from 1,000 suppliers.
  • - Revenues from private labels still represent a modest 20 million euros, a figure that should double within three years.
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.
Espace Emeraude speeds up product reparability - 13/01/2024
  • 11 Espace Emeraude stores have signed up to the scheme to repair appliances rather than replace them.
  • Espace Emeraude now has a total of 73 stores, all of which are expected to offer the Repair Bonus this year.
  • Espace Emeraude has sales of 260 million euros and 1,200 employees.
  • The brand plans to exceed 100 stores by 2026, and to reach 300 points of sale within 10 years.

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. :

Leroy Merlin France (Adeo)
Castorama France (Kingfisher)
Mr. Bricolage
ITM Equipement (Bricorama, Bricomarché, Brico Cash)
Brico Dépôt
Gedex Gedimat Gedibois
Point P (Saint-Gobain Groupe)

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