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DIY Multiples Market Report – UK 2014-2018 Analysis

  • May 2014
  • -
  • AMA Research
  • -
  • 97 pages

AMA Research are pleased to announce the publication of the tenth edition of the report ‘DIY Multiples Market Report – UK 2014-2018 Analysis’. This report incorporates original input and primary research and represents an up-to-date and comprehensive review of the DIY products market. It provides both a quantitative and qualitative assessment of the market and is invaluable to anyone with a business interest in the DIY Multiples market.The report contains:

FORECASTS OF MARKET DEVELOPMENTS TO 2018.
DETAILED ASSESSMENT OF THE MARKET - analysis of the recent trends and future prospects.
IN-DEPTH ANALYSIS OF THE KEY COMPANIES –
including recent developments, store numbers and financial analysis.
ANALYSIS BY PRODUCT GROUP – market sizes, product mixes and distribution of: Garden and Leisure, Building Materials, Bathrooms, Decorating, Hardware and Housewares, Window and Floor Coverings, Furniture and Kitchens, Lighting and Electrical and Other Products.
The DIY multiples market has remained static following the initial decline at the start of the economic downturn. The market has been supported during this time by a switch to DIY from GSI that favours the DIY Multiples, with high value home improvement projects being replaced by more simple DIY tasks. Also there has been increased use of the multiples by tradesmen. 2013 DIY activity was stimulated by warmer weather, fractionally higher levels of consumer confidence, stronger economic indicators and continued improvement in the housing sector.

Of particular interest are the following:

Analysis of market size and a comprehensive review of key factors and trends influencing the market.
Recent market performance to 2013 and forecasts through to 2018.
Review of leading DIY Multiples and other important players.
Product group analysis - market sizes, influences, product mix and multiples' shares.
Increasing competition from other channels and fluctuating fortunes of DIY Multiples and builders' merchants during the recent turbulent trading conditions.
Digital technology and changes in consumer behaviour impacting on retail sector, and multiples' response.

Key areas covered in the report include:

THE MARKET
The DIY Multiples market – key characteristics of the market, analysis by value from 2008-2013, with forecasts to 2018.
Key trends affecting the market including the influence of the current economic climate on the housing market, consumer confidence and consumer purchasing habits.
Development of the market compared to builders merchants since the downturn.
THE MULTIPLES
Major companies - turnover, product mix, recent developments.
Other significant DIY multiples – company profile, turnover, key characteristics and recent developments.
Market shares of major DIY multiples.
Financial analysis – including operating profitability, sales per m2, turnover per store of major companies.
Store numbers – development of store numbers by key players, as well as planned store developments.
Company positioning – a simple, graphical representation of the major multiples market position in relation to one another.
PRODUCTS
Product group reviews - garden & leisure, building materials, bathrooms, decorating, hardware & housewares, window & floorcoverings, furniture & kitchens, lighting & electrical and other products, including recent trends affecting each sector.
Product mix for DIY multiples in 2013.
DIY multiples’ overall share of market by product sector, allowing their relative strength to be assessed.
Analysis by product group - market size 2008-2014 and product mix by sector.
DIY Multiples' shares for each product sector - illustrating strengths by product for each of the multiples.
FUTURE PROSPECTS
Forecast of expected market development - short term prospects in 2014 and medium term prospects up to 2018.
Positive and negative factors affecting the market - performance of the UK economy, consumer confidence, spending & housebuilding.
Outlook for the DIY Multiples market through to 2018 and key drivers.
The UK DIY multiples market was worth an estimated £6.8bn in 2013, having remained static following the initial decline at the start of the economic downturn. This is a compact market that is dominated by 3 key players, B&Q. Homebase and Wickes.

Key market drivers include consumer confidence & spending, demand for major home improvements, replacement/ upgrading of kitchens & bathrooms, moving home and new housebuilding.
The economic and construction downturn saw the UK DIY market decline by 4% in 2008 and has been relatively static since. The market has been supported during this time by a switch to DIY from GSI that favours the DIY multiples, with high value home improvement projects being replaced by more simple DIY tasks. Also there has been increased use of the multiples by tradesmen. In to 2013 DIY activity was stimulated by warmer weather, higher levels of consumer confidence, stronger economic indicators and healthier levels of activity & output in the construction and housebuilding sectors. This benefited the DIY multiples with an improvement in big ticket products as well as a good performance in the garden products sector (influenced by both good and poor weather).
Although the UK economy remains fragile, there is more optimism for a continued recovery in the construction industry, particularly in the housebuilding sector, as well as improving consumer confidence & spending. Therefore prospects for the DIY multiples market in 2014 appear more positive, with growth forecast to reach a market size of almost £7bn.
In to the medium term it is likely that there will be a switch back in favour of GSI that may benefit the builders’ merchants more. Also consumers that do undertake larger scale projects are likely to use a variety of purchasing options to source the most competitive prices as they seek value for money.

The DIY multiples market has seen quite significant changes since the downturn following store rationalisation either as a result of increased competition or financial re-structuring as well as the closure of key multiples Focus and Godfrey DIY.
Performance has varied significantly between product sectors across the period, although garden & leisure remains the largest sector within the DIY multiples market. Other important sectors include building materials, lighting & electrical, decorating, houseware & hardware.

Digital technology and changes in consumer behaviour have fundamentally changed the face of retailing and companies are developing plans and strategies to ensure they keep pace with consumer demands. Consumers are increasingly seeking better value as well as more convenient ways to shop. Many undertake research online prior to visiting stores as well as searching online using mobile devices whilst in store.
In the short term consumers may continue to undertake DIY tasks themselves, but in the medium term it is likely that there will be a switch back in favour of GSI. Consumers are then likely to undertake larger scale home improvements, particularly as there has been a number of years of deferral of product replacements and home improvements.

Table Of Contents

DIY Multiples Market Report - UK 2014-2018 Analysis
1. INTRODUCTION 8
1.1 BACKGROUND 8
1.2 SOURCES OF INFORMATION 9
2. SUMMARY AND FUTURE PROSPECTS 10
2.1 SUMMARY 10
2.2 FUTURE PROSPECTS 11
3. ECONOMIC ENVIRONMENT 14
3.1 GDP 14
3.2 INFLATION and INTEREST RATES 16
3.3 UNEMPLOYMENT 17
3.4 HOUSEHOLD CONSUMPTION 17
3.5 HOUSING and CONSTRUCTION 18
3.6 STERLING 19
3.7 POPULATION PROFILE 20
3.8 CONCLUSIONS 20
4. DIY MULTIPLES MARKET 22
4.1 DEFINITION 22
4.1.1 Companies 22
4.1.2 Products 22
4.2 MARKET SIZE 23
4.2.1 The UK DIY Multiples Market 23
4.2.2 Recent Performance - 2008 to 2013 23
4.2.3 Future Prospects - 2014 to 2018 27
4.3 KEY MARKET INFLUENCES 30
4.3.1 The Housing Market 31
4.3.2 Changing Customer Profile 36
4.3.3 Environmental Issues 37
5. DIY MULTIPLES 39
5.1 MARKET SHARES 40
5.2 MAJOR MULTIPLES 41
5.2.1 BandQ 41
5.2.2 Homebase 44
5.2.3 Wickes 46
5.2.4 Others 48
5.3 COMPANY POSITIONING 50
5.3.1 Market Position 50
5.3.2 Number of Outlets 52
5.3.3 Sales per Square Metre 53
5.3.4 Profitability 54
5.3.5 Stock Turnover 54
5.3.6 Turnover per Store 55
5.4 PURCHASING PROCEDURES 56
6. PRODUCTS 60
6.1 PRODUCT MIX 60
6.2 DIY MULTIPLES' SHARE OF MARKET 61
6.3 PRODUCT SECTOR TRENDS 63
6.3.1 Garden and Leisure 63
6.3.2 Building Materials 68
6.3.3 Bathrooms 72
6.3.4 Decorating Products 76
6.3.5 Hardware and Houseware 80
6.3.6 Window and Floor Coverings 83
6.3.7 Furniture 87
6.3.8 Lighting and Electrical Products 91
6.3.9 Other Products 95

CHART 1: DIY MULTIPLES MARKET, 2008-2018 (£M RSP) 10
TABLE 2: GDP DATA - 2010-2013 - KEY CONSTITUENT ELEMENTS 15
CHART 3: INTEREST RATES AND INFLATION (CPI) FROM 1994-2018 16
CHART 4: PDI and SAVINGS RATIO AT CURRENT PRICES 1995-2018 18
TABLE 5: EXCHANGE RATE FLUCTUATIONS 2008-2014 - STERLING TO THE DOLLAR, AND THE EURO, SPOT RATES 20
TABLE 6: DIY MULTIPLES' MARKET 2008 TO 2014 - BY VALUE (£RSP) 23
CHART 7: DIY MULTIPLES' AND BUILDERS' MERCHANTS SALES 2007-2014 (2000=100) 25
TABLE 8: DIY MULTIPLES' MARKET 2014 TO 2018 - BY VALUE (£ RSP) 27
TABLE 9: NUMBER OF RESIDENTIAL PROPERTY TRANSACTIONS IN UK 2008-2013 31
TABLE 10: DIY MULTIPLES % SHARE OF UK HOUSING RMI ACTIVITY 2008-2013 32
CHART 11: PRIVATE SECTOR HOUSING RMI GREAT BRITAIN Q1 2008 TO Q4 2013 - BY VALUE (£ MILLION) 33
TABLE 12: HOUSE BUILDING STARTS AND COMPLETIONS 2008 - 2018, BY VOLUME GREAT BRITAIN (‘000 DWELLINGS) 34
CHART 13: HOUSEBUILDING COMPLETIONS - % MIX BY HOUSES / FLATS ENGLAND 2001/02-2012/13 35
CHART 14: ENVIRONMENTAL POLICIES OF DIY MULTIPLES 38
CHART 15: DIY MULTIPLES MARKET SHARE 2013 41
CHART 16: BandQ PRODUCT MIX - SHARE BY VALUE 2013 43
CHART 17: HOMEBASE PRODUCT MIX - SHARE BY VALUE 2013 45
CHART 18: WICKES PRODUCT MIX - SHARE BY VALUE 2013 47
CHART 19: OTHER DIY MULTIPLES PRODUCT MIX 2013 - BY VALUE 49
CHART 20: DIY MULTIPLES MARKET POSITIONING 2013 51
CHART 21: UK DIY MULTIPLES - NUMBER OF OUTLETS 2001-2013 52
CHART 22: UK MAJOR DIY MULTIPLES SALES PER M² - 2009 TO 2013 53
TABLE 23: PROFITABILITY OF DIY MULTIPLES 2009-2013 54
TABLE 24: DIY MULTIPLES' STOCK IN WEEKS 2009-2013 55
TABLE 25: DIY MULTIPLES' TURNOVER PER STORE 2008-2013 55
CHART 26: THE 6 STEPS OF A TYPICAL RANGE REVIEW 57
CHART 27: DIY MULTIPLES SALES BY PRODUCT SECTOR - % SHARE 2013 60
TABLE 28: DIY MULTIPLES' SHARE OF THE MARKET SECTORS 2013 AT RETAIL SELLING PRICES 61
CHART 29: IMPORTANCE OF THE DIY MULTIPLES BY PRODUCT SECTOR 2007 and 2013 BY VALUE 62
CHART 30: UK GARDEN and LEISURE PRODUCTS MARKET 2009-2014 - (£M RSP) 64
CHART 31: SHARE OF THE GARDEN PRODUCTS MARKET BY MAJOR PRODUCT GROUP 2013 65
CHART 32: GARDEN and LEISURE PRODUCTS SHARE BY MAJOR MULTIPLE 2013 68
CHART 33: UK BUILDING MATERIALS MARKET PERFORMANCE 2009-2014 - BY VALUE (£M RSP) 69
TABLE 34: BUILDING MATERIALS MARKET MAJOR PRODUCT GROUPS BY VALUE (RSP) 2013 70
CHART 35: DIY BUILDING MATERIALS SHARE BY MAJOR MULTIPLE 2013 71
CHART 36: UK BATHROOM PRODUCTS MARKET 2009-2014 - BY VALUE (£M RSP) 73
CHART 37: UK BATHROOM MARKET SHARE BY PRODUCT SECTOR BY VALUE 2013 74
CHART 38: DIY BATHROOM PRODUCT SALES BY MULTIPLE 2013 BY VALUE 75
CHART 39: UK DECORATING PRODUCTS MARKET 2009-2014 - BY VALUE (£M RSP) 76
CHART 40: UK DECORATIVE PRODUCTS MARKET - 2013 BY PRODUCT GROUP 77
CHART 41: DIY DECORATIVE PRODUCTS - SHARE BY MULTIPLE 2013 79
CHART 42: HARDWARE and HOUSEWARE MARKET 2009-2014 BY VALUE (£M RSP) 80
CHART 43: SHARE OF THE HARDWARE, HOUSEWARE, FIXINGS AND FASTENERS PRODUCTS MARKET BY MAJOR PRODUCT GROUP 2013 82
CHART 44: HARDWARE and HOUSEWARE PRODUCTS 2013 % BY MULTIPLE 83
CHART 45: UK MARKET FOR WINDOW AND FLOOR COVERINGS 2009-2014 - BY VALUE £M RSP 84
CHART 46: WINDOW AND FLOOR COVERINGS PRODUCT MIX 2013 - BY VALUE 85
CHART 47: DIY WINDOW/FLOOR COVERINGS SHARE BY MULTIPLE 2013 87
CHART 48: UK FURNITURE MARKET - 2009-2014 (£M RSP) 88
CHART 49: FURNITURE MARKET PRODUCT MIX - 2013 BY VALUE 89
CHART 50: DIY FURNITURE PRODUCTS MARKET - MIX BY MULTIPLE 2013 91
CHART 51: UK MARKET FOR LIGHTING and ELECTRICAL PRODUCTS 2009-2014 - BY VALUE £M RSP 92
CHART 52: SHARE OF THE LIGHTING AND ELECTRICAL PRODUCTS MARKET BY MAJOR PRODUCT GROUP 2013 93
CHART 53: DISTRIBUTION OF LIGHTING and ELECTRICAL PRODUCTS 2013 BY MULTIPLE - BY VALUE (£ RSP) 94
CHART 54: OTHER PRODUCTS 2013 - % SHARE BY MULTIPLE 96

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