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Synthèse
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.
à la compréhension de ce marché
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- Nombre de pages : 30 pages
- Format : Version digitale et PDF
- Dernière mise à jour : 11/03/2024
Sommaire et extraits
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 ...
6 Positioning the players
6.1 Segmentation
- Leroy Merlin France (Adeo)
- Castorama France (Kingfisher)
- BigMat
- Lapeyre
- Mr. Bricolage
- ITM Equipement (Bricorama, Bricomarché, Brico Cash)
- Brico Dépôt
- Gedex Gedimat Gedibois
- Bricolex
- ManoMano
- Point P (Saint-Gobain Groupe)
- Bricoman
- TOUT FAIRE
- Descours et Cabaud
- La Plateforme du Bâtiment (Saint-Gobain Groupe)
- Chausson Matériaux
- BHV Exploitation
- Espace Emeraude
- Dompro
- Cofaq
- Ardea groupe - Onyx
- Qérys (Bricodeal -Torro)
Liste des graphiques
- Evolution du nombre d'établissements enregistré sous les activités 4752A et 4752B
- Evolution du nombre de salariés enregistré sous les activités 4752A et 4752B
- Taille du marché mondial du bricolage
- Part de marché du bricolage par continent
- Evolution du marché français du bricolage
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Dernières actualités
Lapeyre veut attirer les professionnels - 11/04/2024
- - Les professionnels représentent plus de 30% de la clientèle de Lapeyre.
- - Le réseau de Lapeyre compte 130 magasins, dont une cinquantaine proposent des conseillers dédiés aux professionnels.
- - Lapeyre dispose de 18 Comptoirs Pro, offrant un accès prioritaire aux commandes sur les stocks en usine pour les professionnels.
Bricolex disparaît, remplacé par GiFi et Mr.Bricolage - 30/03/2024
- - Bricolex, racheté par GiFi en mars 2023, disparaît du paysage commercial au printemps 2024.
- - Sur les 21 magasins Bricolex, 16 deviennent des magasins GiFi et 5 des magasins Mr.Bricolage.
- - Mr.Bricolage possède maintenant 12 magasins à Paris, devenant ainsi le premier réseau de bricolage de la capitale.
- - Bricolex faisait un chiffre d'affaires de 30 millions d'euros.
- - Le groupe Mr.Bricolage a un volume d'affaires de 2,31 milliards en 2023.
Castorama revoit sa formule en France pour relancer ses ventes - 28/03/2024
- - Baisse des ventes de Castorama de 4,8%.
- - Chiffre d'affaires de Brico Dépôt en baisse de 7%.
- - Ventes totales en France en recul de près de 6%.
- - Stratégies : modernisation des magasins, réduction de surface de 30%, passage en franchise, et transfert vers l'enseigne Brico Dépôt.
- - En 2024-2025, 13 unités seront spécifiquement affectées (2 en franchise, 1 deviendra Brico Dépôt, 7 relancées, et 3 verront leur surface réduite).
- - 15% des ventes de Castorama et Brico Dépôt proviennent de gros travaux (cuisines, salles de bains), liés à des déménagements.
- - Introduction de Screwfix en France, avec 23 magasins actuels, prévu d’atteindre 15 de plus en 2024 et 600 à terme.
Bricolage : Qérys marie ses filiales Bricodeal et Torro - 19/03/2024
- Groupe familial de 300 millions d'euros de chiffre d'affaires et 890 personnes.
- Bricodeal a généré un chiffre d'affaires de 23,5 millions d'euros en 2023
- Torro est concentrée sur la distribution de piles de marques Duracell et Varta. Son chiffre d'affaires était de 7,5 millions d'eurosen 2023.
- BricodealTorro, désormais présent dans 6.000 points de vente, prévoit un chiffre d'affaires en hausse de 50 % à 45 millions en 2024
Mr.Bricolage en recul attendu en 2023 - 14/03/2024
- Volume d'affaires du groupe Mr.Bricolage en 2023: 2,31 milliards d'euros
- En France, 902 magasins ont généré 1,96 milliard d'euros de volume d'affaires en 2023
- Nombre de magasins selon l'enseigne en 2023:
- - Mr.Bricolage: 331 magasins
- - Les Briconautes: 101 magasins
- - Enseignes indépendantes : 470 magasins
- Nombre total de magasins au 1er janvier 2024: 1088 magasins
Rapprochement aux achats entre Le Club-Les Briconautes (groupe Mr.Bricolage) et Espace Emeraude - 27/02/2024
- - Le Club-Les Briconautes compte 592 magasins affiliés.
- - Espace Emeraude compte 87 magasins.
- - En 2023 le chiffre d'affaires de Mr.Bricolage était de 2,4 milliards d'euros.
- - Espace Emeraude a un chiffre d'affaires d'environ 280 millions d'euros.
- - En 2022, Le Club et Les Briconautes ont respectivement réalisé des volumes d'affaires de 334 millions d'euros et 247 millions d'euros.
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