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MARKET OVERVIEW

1.1 Definition and scope of study

Do-it-yourself refers to non-professional manual activities: the repair, creation, improvement, and maintenance of small items in the home. This study focuses on the DIY market and therefore excludes the B2B activity of retailers and DIY stores.

In 2019, global DIY and home improvement market sales reached €618 billion, an increase of 4.22% over the previous year (€593 billion).

North America and Europe together account for around 86.6% of this market, even though their population makes up only 16% of the world's population.

Italy boasts a turnover equal to 7% of the European one. National per capita spending is around €200, slightly below the European average (€224) but well above the global average of €76.

In 2019, the market continued to grow steadily, although showing a softening compared to the trend of the previous two years. The positive contribution to the sector's performance can be attributed to the lively recovery in demand for tools and implements for the home and garden, driven by the practice of "do-it-yourself", the growing interest in home care and the spread of "green" trends, which offset the reduction in purchases of home maintenance products.

An important contribution to the recovery in demand comes from the development of the online channel, which has developed new customer segments, through a wide range of products at affordable prices, and from the renewal of specialized distribution, through the upgrading of points of sale and the offer of services, from spaces dedicated to decorations to services for the personalization of the home environment.

Covid had a very positive impact on this market: after the months of March and April, characterised by uncertainty, the market exploded in May and in the following months, orders to suppliers suddenly increased and continued. Sales grew by 20% in some sectors, such as home and garden maintenance.

It is estimated that the DIY sector will continue this growth trend, at a rate of just under 1%, both in value and volume. In terms of spending aggregates, in the year 2018 the demand for household tools and implements confirmed a positive dynamic (around 2% in value and slightly less in volume), after the important progress recorded in 2017 above 8%, according to the revision of ISTAT Accounting data.

The main international players are Depot (USA), Lowe's (USA), ADEO (France), Kingfisher (UK), Bunnings Building (Australia), Menards (USA), OBI (Germany), Bauhaus (Germany), Sodimac (Chile), Ace Hardware (USA). In Italy, Bricocenter, Bricofer, Brico Io, Bricoman, Leroy Merlin, Obi, and Ottimax stand out.

ANALYSIS OF THE DEMAND

MARKET STRUCTURE

ANALYSIS OF THE OFFER

REGULATION

POSITIONING OF THE ACTORS

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Analysts

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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Maelle V.

Project Finance Analyst, Consulting

Maelle V.

Héloise Fruchard

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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Imane E.

EDHEC

Imane E.

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Vincent D.

Auditeur

Vincent D.

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Eva-Garance T.

Eva-Garance T.

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Michela G.

Market Research Analyst

Michela G.

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Azelie P.

Market Research Analyst @Businesscoot

Azelie P.

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Cantiane G.

Market Research Analyst @Businesscoot

Cantiane G.

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Jules D.

Consultant

Jules D.

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Alexia V.

Alexia V.

Emil Ohlsson

Emil Ohlsson

Anna O.

Anna O.

Gabriel S.

Gabriel S.