1.1 Definition and scope of the study
Do-it-yourself refers to non-professional manual activities of repairing, creating, improving and maintaining small objects in the home. This study focuses on the consumer DIY market and therefore excludes the BtoB activity of the DIY stores.
The do-it-yourself market therefore concerns 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 large DIY stores, retailers, digital pure-players or large food stores. In France, the distribution of do-it-yourself products is highly concentrated, with DIY stores accounting for 74% of sales in value and only four groups accounting for 93% of the turnover of DIY stores, i.e. two thirds of the total market. The main players in the sector are the 4 groups Adeo (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, behind Germany and the UK. On a global scale, however, the United States dominate, representing about half of the world market in value. This global market was worth €848 billion in 2021, growing steadily since 2013.
The French DIY market, meanwhile, saw a 10% increase in sales in 2021. This growth is mainly due to the economic recovery of the construction sector and the rise of the "do it yourself" trend.
In March and April 2020, the Covid-19 crisis had interrupted the momentum of the French DIY market, which was +2.21% year-on-year in value terms in February 2020. Following the containment, however, a catch-up effect took place with a 30% growth rate in GSB sales in June 2020 compared to June 2019 and then the pace of sales growth slowed, illustrating the gradual return to normal in DIY sales. Two years after the crisis, the DIY market is still enjoying great momentum.
1.2 The global market is growing and concentrated in North America and Europe
The global DIY market was estimated to be worth US$*** billion by **** and the market is growing, slowly but steadily. Global DIY market size World, ****-****, in billion euros Sources: Fediyama, DIY International The chart below details the market breakdown by region in ****, but remains representative of the current breakdown, with ...
1.3 The French market is growing and dominated by DIY stores
In ****, the French DIY market was estimated to be worth nearly €** billion. [***] The DIY market has been growing slowly for several years, but **** has proven to be particularly positive, with a growth rate of **.*% compared to ****.
Size of the French DIY market France, ****-****, in billion euros Source: Sdp pro The ...
1.4 The double effect of Covid-19
While the DIY market had started the year well with a +*.**% year-over-year change in value and +*.**% in volume in February ****, the Covid-** crisis interrupted that momentum.
The effect of the Covid-** outbreak and containment was twofold. On the one hand, the lockdown led to a sudden slowdown in construction activity and ...
ANALYSIS OF THE DEMAND
2.1 Consumer profile: on average, younger and more affluent DIYers
Who is buying?
It is possible to identify three main profiles of DIY consumers:
The exclusive do-it-yourselfers, rather rural, living in a house, CSP+, graduates, elderly Do-it-yourselfers and decorators, peri-urban area, living in houses, CSP+, rather young The exclusive decorators, urban, living in apartments, modest, younger, this last category tending to ...
2.2 Determinants of demand: purchases mainly for pleasure and based on price
The role of the construction market The building market is one of the main drivers of the DIY market. Whether it is during the construction of a new home or the renovation of an old one, the French are encouraged to carry out DIY work, especially in the context of the ...
2.3 Trends in demand: between DIY and second-hand
In many sectors (***) trend is developing, as well as second-hand purchases and sales, to such an extent that the trend seems to be taking root in the habits of many French people. This success of the homemade and collaborative economy can be explained by the growing awareness of the French to ...
2.4 The impact of working from home
In **** and ****, one of the most determining factors for DIY was the larger population working from home. In fact, if we look at the profile of French people who have actually carried out home improvement works, we notice that people working from home are over represented compared to the rest of ...
3.1 The production of DIY equipment
The value and volume of do-it-yourself (***) equipment production is difficult to assess and analyze due to the wide variety of products. In addition, do-it-yourself distributors often have multiple different suppliers. They either buy directly from manufacturers or from wholesalers who act as intermediaries between manufacturers and distributors.
The graphs below illustrate ...
3.2 Do-it-yourself distribution: dominance of DIY stores and strong growth in e-commerce
Do-it-yourself superstores capture almost three quarters of the revenue from sales of do-it-yourself products: their market share in value will reach **% in ****.
Breakdown of DIY sales by distribution channel France, ****, in % Source: Federation of DIY stores Concerning traditional players (***), it is possible to obtain information through the following code: **.**A: Retail ...
3.3 Focus on the DIY stores
The graph below details the market shares of the DIY chains, most of which are part of larger groups. The weight of the Leroy Merlin brand is visible by its market share of **%, while Castorama, Bricodépot and Bricomarché share **% of the market between them, with the others having a smaller ...
3.4 Digitalization lagging behind but growing
There are several types of DIY e-commerce players, the main ones being generalist pure-players, such as Amazon, specialized 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 online DIY is Amazon, which is responsible for **% of ...
ANALYSIS OF THE OFFER
4.1 Product typology and dynamics
Inoha and the FMB 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, highlighted by the graph below, is revealing of the importance of each segment. It appears that ...
4.2 Prices in the DIY market
Consumer prices for do-it-yourself items have remained relatively stable from **** to ****. Since ****, they have increased by *.**%, but this growth is slowing such that prices have tended to stabilize in recent years, or even decline. Indeed, consumer prices fell in **** and ****, before rising slightly in **** and again in ****. In ****, the index grows ...
4.3 Supply trends and development areas
The players in the sector use multiple differentiation strategies. The following points constitute the main axes of development. [***]
Strategy of conquest
The strategies of conquest can be of the order of internal or external growth. The former can take the form of strengthening the offer aimed at urban customers, as shown ...
The code of good 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 case of delisting (***) the notice period in case of delisting in the context of a call ...
POSITIONING OF THE ACTORS
- Leroy Merlin France (Adeo)
- Castorama France
- Mr. Bricolage
- ITM Equipement (Bricorama, Bricomarché)
- Brico Dépôt
- Gedex Gedimat Gedibois
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The DIY market - France
Publicado en 27/11/2021 by Karine Descamps
The study on the DIY market is complete with a lot of information. Well structured and updated, it is a real plus for the implementation of a commercial strategy.
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