Purchase channels Q2 2024

This report aims to provide insights into how European consumers tend to purchase products from the home improvement category and to explore the online performance of DIY stores. These insights hold significant importance for DIY stores and manufacturers targeting European customers in this market. With this information at their disposal, businesses can refine their marketing and communication strategies to better engage with the customers. Additionally, understanding the behaviour, preferences, and attitudes of customers in the context of home improvement will streamline data-driven internal discussions, reducing the need for customized research.

This report is based on 6.600 successful online interviews with consumers in European countries: Germany, the United Kingdom, France, Netherlands, Belgium, Poland, Spain, Italy, Denmark, Sweden and Austria. This research is conducted quarterly with reports covering different key topics in the home improvement industry like media orientation, DIFM vs. DIY, sustainability, branding, digitalisation of the sector, purchase channels and many more.

The primary aim of this research is to provide insights into purchase channels and the online performance of DIY stores among European customers in the realm of home improvement. The research uncovers the most recognized DIY stores in Europe and whether European consumers tend to make more purchases online or in physical stores.

This study also investigates their pulse regarding home improvement projects, their willingness to hire professionals and the biggest reasons for postponing home improvement projects.

This extensive study aims to provide an in-depth understanding of the current landscape and emerging trends in the ever-evolving home improvement industry. Additionally, the research encompasses an economic analysis of the DIY sector, offering insights into the future behaviour of consumers in this context.

Which DIY stores are the most well-known among European consumers?
Are European consumers more inclined to purchase home improvement products online or in physical stores?
What are the plans of European consumers regarding home improvement projects, and how much are they willing to spend?
What is the primary factor for postponing home improvement projects?
What is the attitude among European customers when it comes to hiring professionals for home improvement jobs?

1. Key insights 
2. Economic developments 
   1. Spending per quarter
   2. Outlook
3. Theme part
   1. Purchase channels
4. Country overview 
   1. Austria 
   2. Belgium
   3. Denmark
   4. France
   5. Germany 
   6. Italy
   7. The Netherlands
   8. Poland
   9. Spain
   10. Sweden
   11. The UK
5. Home improvement per category