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DIY and Gardening Retailing - Ireland - April 2015

“DIY and garden retail was more likely to comprise of products from the softer ends of the categories in 2014, with a focus on décor and plant/flowers perhaps indicating that consumers’ understanding of DIY has increasingly transitioned towards creating a look rather than carrying out extensive home improvement works”

– David Falls, Research Analyst

This report covers the following areas:

What are the main types of DIY/garden purchases that consumers are making?
Who are DIY/garden retail consumers?
Who are the key retailers operating in the NI and RoI DIY and gardening market?
What opportunities are there for DIY/gardening retailers to appeal to Irish consumers?
Looking ahead, what social and economic factors will impact upon DIY and garden retailing in Ireland?


INTRODUCTION
Key themes in the report
Definitions
Data sources
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Estimated household consumption expenditure on DIY and gardening products, by category, IoI,
2015
Forecast
Figure 2: Indexed estimated households’ consumption expenditure on DIY and gardening retail, NI and RoI,
2010-20
Market factors
Recovery in the housing market to boost DIY and gardening retail
Consumer confidence/sentiment following an upward trend
Falling rates of inflation increasing consumers’ spending power
Ireland’s ageing population presenting opportunities and challenges to DIY and gardening retailers
Changing Irish households to impact upon items purchased
Innovations
The consumer
Irish consumers more likely to have purchased DIY products from the softer end of the category
Figure 3: Types of DIY/home improvement products personally bought by consumers in the last 12 months,
NI and RoI, December 2014
Green stocks and growing media the most popular garden purchases
Figure 4: Types of garden/gardening products personally bought by consumers in the last 12 months, NI
and RoI, December 2014
Specialists dominate DIY and garden retailing in Ireland
Figure 5: Types of retailers that consumers have bought DIY/gardening products from in the last 12 months
(online or in-store), NI and RoI, December 2014
Loyalty schemes and staff expertise more likely to increase frequency with which consumers visit retailers
Figure 6: Factors that would encourage consumers to visit garden centres/ DIY stores more often, NI and
RoI, December 2014
What we think
ISSUES AND INSIGHTS
What are the main types of DIY/garden purchases that consumers are making?
The facts
The implications
Who are DIY/garden retail consumers?
The facts
The implications
Who are the key retailers operating in the NI and RoI DIY and gardening market?
The facts
The implications
What opportunities are there for DIY/gardening retailers to appeal to Irish consumers?
The facts
The implications
Looking ahead, what social and economic factors will impact upon DIY and garden retailing in
Ireland?
The facts
The implications
MARKET OVERVIEW
Key points
Increasing property transactions to boost DIY and gardening retailing
Figure 7: Annual residential property transactions, NI, 2006-14
Figure 8: Annual residential property transactions, RoI, 2010-14
Consumer confidence/sentiment follows an upward trend
Figure 9: Consumer confidence index, NI, December 2011-March 2015
Figure 10: Consumer sentiment index, RoI, March 2012-March 2015
Personal finances continue to be squeezed
Figure 11: How consumers rate their current financial situation, NI and RoI, December 2014 and March
2015
Deflation across many DIY and gardening categories
Figure 12: Consumer price index and DIY and gardening sub-indices annual percentage change, UK
(including NI), March 2014-March 2015
Figure 13: Consumer price index and DIY and gardening sub-indices annual percentage change, RoI,
March 2014- March 2015
Ageing population presents opportunities and challenges
Figure 14: Population, by age group, NI, 2011 and 2026
Figure 15: Population, by age group, RoI, 2011 and 2026
DIY suffering from a generational skills gap
Changing Irish households likely to impact purchases
Figure 16: Household size projections (2008 based), NI, 2009-33
Figure 17: Household sizes, RoI, 1991-2011
Growing role of discounters and non-specialists
MARKET SIZE AND FORECAST
Key points
Year-on-year growth since 2012 for the Irish DIY and garden retail market
Figure 18: Estimated households’ consumption expenditure on DIY and gardening retail, NI, RoI and IoI,
2010-20
Households’ consumption expenditure by category
Figure 19: Households’ consumption expenditure on DIY and gardening retail in detail, NI, 2010-15
Figure 20: Households’ consumption expenditure on DIY and gardening retail in detail, RoI, 2010-15
Growth expected to continue
Figure 21: Indexed estimated households’ consumption expenditure on DIY and gardening retail, NI and
RoI, 2010-20
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
COMPANIES AND INNOVATIONS
Key points
B&Q’s new online service, B&Q Spaces, makes planning a new kitchen that bit easier
IKEA launches embedded wireless charging range
The US DIY retailer Lowe’s trials in-store robots
Dulux offers a new visualiser app allowing customers to view paint on their walls
COMPANY PROFILES
Specialists
Country Life Garden Centres
Home Retail Group (Homebase, Argos)
IKEA
Kingfisher Group (B&Q and Screwfix)
Woodie’s
Non-specialists
B&M
Dunnes
Poundland/Dealz
Tesco
THE CONSUMER – TYPES OF DIY PRODUCTS PURCHASED
Key points
Irish consumers more likely to have bought softer DIY products
Figure 22: Types of DIY/home improvement products personally bought by consumers in the last 12
months, NI and RoI, December 2014
Younger consumers in NI more likely to have purchased a fitted kitchen/bathroom/bedroom
Figure 23: Consumers who personally bought a fitted kitchen/bathroom/bedroom in the last 12 months, by
age, NI, December 2014
Likelihood of purchasing paint/wallpaper increases with age
Figure 24: Consumers who personally purchased paint/wallpaper in the last 12 months, by age, NI and RoI,
December 2014
Flat-pack/self-assembly furniture more likely to be purchased by consumers with children in the
home
Figure 25: Consumers who purchased flat-pack/self-assembly furniture in the last 12 months, by age of
children in household, NI and RoI, December 2014
THE CONSUMER – TYPES OF GARDENING PRODUCTS PURCHASED
Key points
Garden consumables the most popular purchases
Figure 26: Types of garden/gardening products personally bought by consumers in the last 12 months, NI
and RoI, December 2014
Likelihood of purchasing growing stock and media increases with age
Figure 27: Consumers who personally purchased growing stock and media over the last 12 months, by age,
NI and RoI, December 2014
Irish men more likely to purchase gardening tools
Figure 28: Consumers who purchased manual garden tools (eg hosepipes, rake) in the last 12 months, by
gender, NI and RoI, December 2014
Outdoor living products more likely to be purchased by RoI consumers with older children in the
household
Figure 29: Consumers who purchased garden furniture and barbecues in the last 12 months, by age of
children in household, RoI, December 2014
THE CONSUMER – USAGE OF DIY/GARDENING RETAILERS
Key points
Specialists lead DIY and gardening retailing
Figure 30: Types of retailers that consumers have bought DIY/gardening products from in the last 12
months (online or in-store), NI and RoI, December 2014
Irish men a key market for B&Q
Figure 31: Consumers who purchased gardening products from B&Q in the last 12 months (online or instore),
by gender, NI and RoI, December 2014
Argos the leading non-specialist DIY retailer
Figure 32: Consumers who bought DIY products from Argos in the last 12 months (online or in-store), by
gender and age, NI and RoI, December 2014
Consumers approximately as likely to buy from supermarkets as garden centres
Figure 33: Consumers who bought garden products from other garden centre or nursery (ie mainly sells
plants) in the last 12 months (online or in-store), by age, NI and RoI, December 2014
Figure 34: Consumers who bought garden products from supermarkets (eg Tesco) in the last 12 months
(online or in-store), by age, NI and RoI, December 2014
Consumers with no children in the home more likely not to have purchased DIY/gardening
products
Figure 35: Consumers who have not bought DIY or garden products in the last 12 months, by age of
children in household, NI and RoI, December 2014
THE CONSUMER – FACTORS TO INCREASE VISITS TO DIY/GARDEN RETAILERS
Key points
Loyalty schemes and expertise are key attractions for Irish consumers
Figure 36: Factors that would encourage consumers to visit garden centres/ DIY stores more often, NI and
RoI, December 2014
Four in 10 RoI women would be attracted by loyalty schemes
Figure 37: Consumers who would be encouraged to visit garden centres/DIY stores more often in response
to a loyalty scheme for purchases of garden/DIY products, by gender and social class, NI and RoI,
December 2014
Mature consumers more likely to be attracted by staff who could demonstrate the use of tools . 72
Figure 38: Consumers who agreed that staff who can demonstrate the use of tools would encourage them
to visit garden centres/DIY stores more often, by age, NI and RoI, December 2014
Garden/home displays more likely to inspire women to visit retailers more often
Figure 39: Consumers who would be encouraged to visit garden centres/DIY stores more by inspiring
garden/home displays (eg planting schemes, fitted kitchens), by gender, NI and RoI, December 2014
Figure 40: Consumers who would be encouraged to visit garden centres/DIY stores more by inspiring
garden/home displays (eg planting schemes, fitted kitchens), by age, NI and RoI, December 2014
APPENDIX
NI Toluna tables
Figure 41: Types of retailers that consumers have bought gardening products from in the last 12 months
(online or in-store), by demographics, NI, December 2014
Figure 42: Types of retailers that consumers have bought gardening products from in the last 12 months
(online or in-store), by demographics, NI, December 2014 (continued)
Figure 43: Types of retailers that consumers have bought gardening products from in the last 12 months
(online or in-store), by demographics, NI, December 2014 (continued)
Figure 44: Types of retailers that consumers have bought DIY products from in the last 12 months (online or
in-store), by demographics, NI, December 2014
Figure 45: Types of retailers that consumers have bought DIY products from in the last 12 months (online or
in-store), by demographics, NI, December 2014 (continued)
Figure 46: Types of retailers that consumers have bought DIY products from in the last 12 months (online or
in-store), by demographics, NI, December 2014 (continued)
Figure 47: Types of DIY/ home improvement products personally bought by consumers in the last 12
months, by demographics, NI, December 2014
Figure 48: Types of DIY/ home improvement products personally bought by consumers in the last 12
months, by demographics, NI, December 2014 (continued)
Figure 49: Types of DIY/ home improvement products personally bought by consumers in the last 12
months, by demographics, NI, December 2014 (continued)
Figure 50: Types of garden/ gardening products personally bought by consumers in the last 12 months, by
demographics, NI, December 2014
Figure 51: Types of garden/ gardening products personally bought by consumers in the last 12 months, by
demographics, NI, December 2014 (continued)
Figure 52: Factors that would encourage consumers to visit garden centres/ DIY stores more often, by
demographics, NI, December 2014
Figure 53: Factors that would encourage consumers to visit garden centres/ DIY stores more often, by
demographics, NI, December 2014 (continued)
Figure 54: Factors that would encourage consumers to visit garden centres/ DIY stores more often, by
demographics, NI, December 2014 (continued)
RoI Toluna tables
Figure 55: Types of retailers that consumers have bought gardening products from in the last 12 months
(online or in-store), by demographics, RoI, December 2014
Figure 56: Types of retailers that consumers have bought gardening products from in the last 12 months
(online or in-store), by demographics, RoI, December 2014 (continued)
Figure 57: Types of retailers that consumers have bought gardening products from in the last 12 months
(online or in-store), by demographics, RoI, December 2014 (continued)
Figure 58: Types of retailers that consumers have bought DIY products from in the last 12 months (online or
in-store), by demographics, RoI, December 2014
Figure 59: Types of retailers that consumers have bought DIY products from in the last 12 months (online or
in-store), by demographics, RoI, December 2014 (continued)
Figure 60: Types of retailers that consumers have bought DIY products from in the last 12 months (online or
in-store), by demographics, RoI, December 2014 (continued)
Figure 61: Types of DIY/ home improvement products personally bought by consumers in the last 12
months, by demographics, RoI, December 2014
Figure 62: Types of DIY/ home improvement products personally bought by consumers in the last 12
months, by demographics, RoI, December 2014 (continued)
Figure 63: Types of DIY/ home improvement products personally bought by consumers in the last 12
months, by demographics, RoI, December 2014 (continued)
Figure 64: Types of garden/ gardening products personally bought by consumers in the last 12 months, by
demographics, RoI, December 2014
Figure 65: Types of garden/ gardening products personally bought by consumers in the last 12 months, by
demographics, RoI, December 2014 (continued)
Figure 66: Factors that would encourage consumers to visit garden centres/ DIY stores more often, by
demographics, RoI, December 2014
Figure 67: Factors that would encourage consumers to visit garden centres/ DIY stores more often, by
demographics, RoI, December 2014 (continued)
Figure 68: Factors that would encourage consumers to visit garden centres/ DIY stores more often, by
demographics, RoI, December 2014 (continued)
UK RESEARCH METHODOLOGY
Consumer research
Sampling and weighting
Definitions
Qualitative Research
Further Analysis
Brand & Social Media Research
Trade research
Informal
Formal
Desk research
Statistical Forecasting

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