Home category data The consumer: Decorative DIY

Home category data The consumer: Decorative DIY

Summary

The UK: Home Category Data, The Consumer - Decorative DIY report offers a comprehensive insight into consumer attitudes in the UK Decorative DIY market. The report focuses on overall Decorative DIY products and its twelve sub-categories: Tiles, Tiling, Mouldings, Paint, Woodcare, Wallpaper, Wallpaper paste, Abrasives, Decorative chemicals, Paint tools & accessories, Tiling tools & accessories, and Wallpaper tools & accessories. Consumer data is based on our 2025 UK Decorative survey, using a panel of 2,000 nationally representative consumers.

Key Highlights

• B&Q holds the highest conversion rate in the overall decorative DIY market followed by Amazon
• 73.4% of respondents cited price as the reason for their purchase of decorative DIY
• 74.4% of decorative DIY consumers undertook some research before buying

• 41.0% of UK consumers have purchased decorative DIY products in the last 12 months, with the highest purchasing penetration among 25-34 year-olds. B&Q is the most popular retailer for decorative DIY, followed by Amazon and Wickes.

• Identify the demographic profile of shoppers within each subcategory, allowing you to better target ranges
• Understand how drivers of purchase, such as range, price and quality, vary in importance among different demographics in order to maximise sales potential among target audiences
• Discover how channel usage for researching and purchasing is changing, to help target investment into growing areas