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The DIY and Home Improvements Industry Market Review

DateJan, 2002
Pages0
Price / format€994 / Hard Copy
€994 / Electronic

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Abstract:
 Definition
Key Note bases its figures for total DIY expenditure on data from Consumer Trends from the Office of National Statistics, which is based on a large-scale survey of the UK population. Consumer Trends altered its classification system from 2001 and in 2002, it offers data on materials for maintenance and repair of the dwelling, small tools and miscellaneous accessories, and major tools and accessories.

Market Value AND Growth
Expenditure on DIY continued to show strong growth in 2001, with an increase of 8%, to Ј9.28bn at retail selling prices (rsp). Price rises remained low between 1997 and 2001 and most of the market growth was due to volume increases. Prices are subject to pressure from the competition between the DIY superstore chains, from the growth of own-label products and from low-cost imports, although the situation varies between sectors.

Product Sectors
Sections 4 to 9 discuss the key sectors of paint, glazed ceramic tiles, wallcoverings, power tools and accessories, hand tools and decorating tools and woodcare, which together account for around a quarter of the DIY market. This proportion remains fairly constant.

Paint
The DIY paint market experienced strong growth between 1997 and 2001, helped by a high level of new product development (NPD) by the manufacturers. This included new colour ranges - emphasising clear bright modern themes - the introduction of metal-effect paint, and the revival of heritage colours. Paints have become easier to use. The use of volatile organic compounds (VOCs) has been minimised, covering ability has been improved and paint containers redesigned. The trend is towards greater use of colour, rather than white, and the market value increased faster than its volume between 1997 and 2001. The top three paint manufacturers supplying the UK DIY market are Akzo Nobel Decorative Coatings Ltd, ICI Paints (a division of Imperial Chemical Industries PLC [ICI]) and Kalon Ltd (which leads in own-label supply, as well as offering branded paints for the independent retail sector).

Glazed Ceramic Tiles
The glazed ceramic tile market remains dominated by imports from Spain and Italy, but UK manufacturers have invested in modern production facilities and are fighting to increase their market share. Against a background of gradual growth for ceramic tiles, the 2001 market was slightly depressed. Growth sectors are floor tiling and, for walls, white, textured and metal-effect tiles. There are only three main UK manufacturers in this market: BCT Ltd, H&R Johnson Tiles Ltd and Pilkington's Tiles Group PLC.

Wallcoverings
The wallcoverings sector was in steep decline since a peak in the mid-1990s, but started to recover in 2001. Any market increase in 2001 was due to a boost in imports rather than the UK market, but local suppliers are confident of some growth in 2002. Recovery has tended to be in terms of value rather than volume. There is growth in plain textured wallcoverings and a move towards high-value sectors in general. Simplex paper held its share of the market in 2000 and decreased sharply in 2001. New developments in 2001 and 2002 included the launch of `paste-the-wall' wallcoverings. Within the UK wallcoverings market, the long-established Anaglypta and Lincrusta brands changed hands in October 2001, from Akzo Nobel Decorative Coatings Ltd to The Imperial Home Dйcor Group (UK) Ltd.

Power Tools and Accessories
The power tools market relies strongly on Christmas gift buying. It passed through a period of strong growth between 1995 and 2000 but slowed in 2001, with value growth lagging behind volume growth. Imports of low-cost power tools manufactured in Asia had a large impact on the market between 1997 and 2001, as has the extension and promotion of superstores' own labels. The market leaders in this sector are Black and Decker, Robert Bosch Ltd and Alba PLC (which was challenging Bosch for second place in 2002).

Hand Tools and Decorating Tools
Prices for some hand tools increased in 2001, boosting the overall value of the market. In the decorating tools sector, there is continued pressure on prices due to very cheap imports. However, volume growth was good between 1997 and 2001, as a result of the popularity of painting. Leading hand tool companies in the retail sector include The Stanley Works Ltd and Neill Tools Ltd. The Stanley Decorating brand leads the decorating tools sector, followed by LG Harris and Co. Ltd, Hamilton Acorn Ltd and Robert J Hall.

Woodcare
Woodcare showed strong growth in 2001, led by products for the garden. Indoors, an interest in coloured paint tended to inhibit growth of the woodcare sector slightly. Leaders in this sector are Ronseal Ltd, with Ronseal and Colron brands, ICI Paints, with Dulux and Cuprinol brands, and Akzo Nobel, with Sadolin brand.

Other Sectors
Other sectors in the UK DIY and home improvements market include timber and boards, other building materials, ready-made shelving, garden tools, bathroom fittings and accessories, decorative fillers and sundries, adhesives and sealants, metal and plastic fixings, curtain rails, other hardware items, ladders and stepladders, DIY home security products, home fire protection products, protective clothing for DIY, and plumbing products.

Consumer Research
The results of original research for Key Note carried out by Bmrb Access are shown in Section 2 - Key Note Field Research. Other relevant Target Group Index (TGI) research is shown under the various product sectors in Sections 4 to 9.

The Bmrb Access survey asked consumers about several DIY activities. It found a strong increase in the percentage of people who had laid wood or laminate flooring in 2002 and in those who had laid floor or wall tiles from the previous year. The most widespread DIY tasks are interior painting or woodcare, wallpapering and exterior painting or woodcare. Consumers were also asked about their use of the Internet.

Retailers
With the number of superstore groups down to three powerful competitors - B&Q PLC, Homebase Ltd and Focus Wickes PLC - further concentration would be difficult and the situation remained stable during 2001 and 2002. B&Q is the dominant player and in 2002, its shareholders voted for a takeover of the remaining shares in the French chain Castorama, which would increase B&Q's lead in Europe as a whole. At the time that this review was published (August 2002), negotiations were still underway between the two companies.

Specialist stores remain important in certain sectors and the leading hardware chains have performed well. Tesco PLC is to increase its involvement in DIY products and could become a significant player.

Online shopping continues to show progress and Kingfisher PLC's Screwfix Direct Ltd showed very strong sales growth in 2001.

Future Prospects
Key Note forecasts market growth of around 4% every year to 2006. This is a conservative estimate, taking into consideration a likely increase in interest rates and a slowing of the housing market. As a result, growth could be stronger. There are no very serious threats on the horizon for the general market and most market sectors are expected to show growth.




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