The diy market - Belgium (2023)

The global do-it-yourself (DIY) market has demonstrated a steady growth trend, having reached a value of €594 billion in 2018, with North America and Europe being the dominant players accounting for 87% of the market in 2018. The Belgian DIY market in particular has shown structural growth but experienced some instability, with a 3.3% growth in 2019, and a notable surge in consumer interest in DIY activities during the 2020 pandemic lockdowns. Specifically, the Belgian market saw a 37% turnover loss in DIY shops due to compulsory closures in March 2020, but consumer engagement in DIY rose by 12 percentage points during confinement, leading to a sales increase of 11% post-confinement, particularly in paint and garden categories. The growing trend of online purchases in DIY products, which stood at 4.7% in 2017, is accelerating, although Belgium lags behind the European average. Top players such as Brico, Hubo, and Gamma are investing in digital services like e-commerce platforms to capitalize on this shift. Despite the notable digital growth, Belgians still show a preference for in-store purchases. DIY product prices have outpaced inflation, rising by 2.11% between September 2019 and September 2020 in Belgium, influenced by the desire for more sophisticated and personalized products. .Belgian Do-It-Yourself Market: Evolving Demand and Consumer Preferences The Belgian do-it-yourself (DIY) market is a significant sector that has seen both growth and volatility in recent years. As of 2019, this market can be valued at approximately 4.5 billion euros, marking its importance in the country's economy. It is important to note that this market encompasses a range of categories including building materials, plumbing, gardening, paint, and tools, making it a diverse field with numerous players. Consumer interest in DIY in Belgium has shown an upward trend, and a significant percentage of Belgians are opting to undertake home improvement projects themselves rather than hiring professionals. Factors such as personal skill improvement, cost savings, perceived ease of product use, and time availability drive this DIY inclination. Despite this rising interest, the market is also subject to cycles, where elements such as the weather and the attachment to physical stores can influence sales, revealing the complex dynamics of consumer behavior. The typical Belgian DIY consumer profile includes a strong desire to learn and improve DIY skills. The internet serves as a primary source for DIY information and inspiration, with Google and online retailer websites being most consulted by consumers. Furthermore, online videos and practical sessions with experienced individuals are popular methods of learning new DIY skills among Belgians. Although the DIY market has been traditionally dominated by large chains like Hubo, Brico, and Gamma, there has been a noticeable push toward digital platforms. However, the e-commerce penetration in the Belgian DIY market remains low but is expanding rapidly, with the online share reaching between approximately 4 to 5 percent in 2017. Established retailers are enhancing their online presence with Brico, for instance, hosting over 46,000 product references on their webshop. Despite this growth, the Belgian consumer still shows a preference for in-store purchases, which could be attributed to the desire for personal advice and service from shop staff. Manufacturers and distributors play pivotal roles in the market, with leading global brands like Bosch in tools and AkzoNobel in paints being significant players in the DIY segment. Retail chains, both large and small, form the primary sales channels, with some pure online players making their entry and slowly gaining interest. The product offerings in the Belgian DIY market reflect a mix of both traditional and emerging trends. Personalization of offers and advanced category management have been strategies adopted by key chains to accommodate the increasing sophistication of consumers' needs. Examples include the differentiation of store formats by Brico and bespoke shelf designs by Gamma based.### Key Players Shaping the Belgian DIY Market Landscape In the realm of the Belgian do-it-yourself (DIY) market, a few key companies have emerged as leading figures, offering a wide array of products and services to cater to the growing trend of home improvement enthusiasts. Below, we embark on a journey through the profiles of the main players who have played significant roles to satisfy the DIY cravings of Belgians. #### Flourishing Chains and Their Diverse Formats **Brico** stands tall as one of the flag bearers in the DIY store chain segment. Having evolved over the years, Brico has diversified its shop formats to meet the varying needs of its clientele through Brico Planit, Brico, and Brico City, each designed to cater to large-scale projects, general convenience, and quick shopping, respectively. **Hubo** is another name that resonates in the halls of the DIY market. As a home improvement store chain, Hubo makes its presence known across Belgium with its customer-centric approach, allowing DIYers access to an extensive range of products for all sorts of home renovation projects. **Gamma** is not to be overlooked in the market, taking pride in its category management strategy that streamlines the shopping experience for consumers. Focusing on individual shelf design and data analysis, Gamma strives to meet specific customer needs with precision and care. **Mr Bricolage** has a reputation that accompanies its name across Belgium, providing a comprehensive selection of DIY goods that has made it a popular choice amongst the local populace looking to undertake their own home improvement tasks. A mention goes to **Handy Home**, which although smaller in size compared to its competitors, offers a range of products that appeal to DIY enthusiasts looking for a more personalized shopping experience. #### Independent Dealers Standing Their Ground **BigMat, Galico,** and **Gedimat** represent the independent dealer's response to the evolving Belgian DIY market. They manage to carve their niche by offering specialized products and services that cater to the unique requirements of their customer base. These dealers hold their ground, showcasing the importance of diversity in shopping options for consumers. #### The E-Commerce Disruptors The pure players, such as **ManoMano** and **Bricozor**, have entered the market with a digital-first approach, capturing the attention of the tech-savvy DIY crowd. These online platforms have started to make significant inroads by providing ease of access and convenience for shoppers looking to purchase DIY products from the comfort of their homes. #### Exploring

Inforamtion

• Number of pages : ~ 40 pages
• Format : Digital and PDF versions
• Last update : 01/09/2023

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Summary and extracts

List of charts presented in this market study

• Taille du marché du bricolage
• Part de marché du bricolage par continent
• Chiffre d'affaires de la vente au détail de quincaillerie, peintures et verres dans les magasins spécialisés
• Évolution des ventes sur le marché belge du bricolage
• Principales motivations pour faire du bricolage
• Où les Belges s'attendent-ils à trouver des conseils sur le bricolage ?
• Les moyens préférés des consommateurs pour améliorer leurs compétences en matière de bricolage
• Les critères d'achat des produits de bricolage
• Part du bricolage et du service de bricolage personnalisé dans les travaux d'amélioration de l'habitat
• Valeur de la production des magasins spécialisés dans la vente au détail de quincaillerie, de peintures et de verre (code 47.52)
• Canaux d'achat des produits de bricolage
• Pénétration des chaînes de magasins de bricolage
• Nombre de magasins spécialisés dans la vente au détail de quincaillerie, de peinture et de verre (code 47.52)
• Principales chaînes de magasins de bricolage
• Raisons pour lesquelles les Belges préfèrent Bol.com pour leurs achats de bricolage
• Raisons pour lesquelles les Belges préfèrent Amazon pour leurs achats de bricolage
• Les services en ligne de bricolage les plus intéressants
• Part du chiffre d'affaire d'Intergamma généré par le digital
• Répartition du chiffre d'affaires du marché du bricolage par catégorie
• Indice des prix à la consommation des fournitures pour les travaux d'entretien et de réparation des logements

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