Countries covered: United Kingdom
While it has been 50 years since the first DIY magazine appeared and 66 years since BBC Home Service radio introduced its first gardening series, the current enthusiasm for DIY and gardening programmes can be traced back to the mid-1990s. The BBC introduced Home Front in 1994 and Changing Rooms in 1996, the same year that Alan Titchmarsh took over as main presenter of Gardeners' World. He followed that a year later with Ground Force and the makeover craze was born. These programmes have revolutionised our views on DIY and gardening, empowering us to take charge of our homes and to become actively involved with our environment. They have also resulted in a revitalised retail sector and have introduced gardening and DIY to a wider audience.
"We have a new type of gardening customer. They are younger and more affluent and being influenced by what they see on TV."
- Head of research, DIY multiple
It would appear that the public's appetite for DIY and gardening media still shows no signs of abating and continues to exert influence on the corresponding retail market. New programmes, magazine titles and, even, dedicated digital channels are still being launched, while the main driver, the housing market, remains strong in the UK, despite continued fears that the bubble will burst. This report examines the relationship between the media and home improvement/gardening as leisure activities, including which type of media is watched, listened to or read and how much DIY/gardening is undertaken. Due to increased specialisation in the market, those TV programmes about buying/selling houses and building houses/architecture have been included for the first time. Mintel also looks at consumer attitudes towards DIY/gardening media and how much these are likely to influence purchasing decisions.
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