The diy market - France (2024)

1.2 A growing global market concentrated in North America and Europe

the global DIY market was estimated at US$*** billion in ****, and is growing slowly but steadily. Global DIY market size World, ****-****, in billions of euros Sources: Fediyama, DIY International The chart below details the breakdown of the market by region in ****. North America and Europe hold the majority of the sector's market share, while the population of both regions represents only around **% of the world's population. In fact, North America and Europe accounted for **% of the market in **** (***). [***] DIY market share by continent World, ****, in % [Ar-shelving Source : Edra The geographic concentration of the market is all the more evident given that just * countries account for approximately **.*% of the market: the USA, Germany, Canada, Japan, the UK, France, Australia and Italy. The USA dominates the market, with sales approaching half of the global total.

The top ** players in the sector worldwide are : Home Depot (***). [***]

1.3 French market grows despite lower sales volumes

French DIY market size France, ****-****, in billions of euros Source: ****

In ****, the French DIY market was estimated at nearly ** billion euros, representing a growth of around **% compared to ****. [***] The DIY market has been growing slowly for several years, but sales by value continue to rise.

French DIY market trends France, ****-****, in Source: ****

Penalized by the crisis of **** and by the sluggishness of the construction market, which began to recover around ****, the DIY market's dynamism remained limited, before finally returning to more significant growth, as evidenced by performance as of ****. This growth is being driven by a number of factors, including the upturn in the construction sector, with record sales of older homes in ****[***].

Falling sales volumes:

In ****, INOHA launched a volume observatory to monitor changes in the volumes marketed by manufacturers over time. Conducted quarterly among INOHA members, the study reveals that over the course of the year, value increased by *%, while volumes fell by **% on average. The second quarter saw the sharpest drop in volumes, reaching -**%, before stabilizing in the fourth quarter at -*%. [***]

Sales volume and value by department France, ****, % [Inoha Source : Inoha In ****, the DIY market in France experienced contrasting dynamics. While sales value increased ...

1.4 The double effect of Covid-19

While the DIY market had started the year well, with a year-on-year increase of +*.**% in value and +*.**% in volume in February ****,the Covid-** crisis interrupted this momentum.

The effect of the Covid-** epidemic and containment was twofold. On the one hand, containment led to a sudden slowdown in activity in the construction sector, and eroded household purchasing power. The paralysis of the construction sector, which usually stimulates DIY purchases, had an immediate effect, as the value and volume of DIY sales plummeted during the confinement. However, at the same time, the French developed a taste for DIY, which stimulated post-confinement purchases, which are partly due to a catch-up effect but could herald a strengthened DIY craze.

On the one hand, the slowdown in economic activity has penalized both the construction sector and household purchasing power, both of which influence DIY purchases. Indeed, household purchasing power contracted by *.*% in the first quarter of **** and by *.*% in the second quarter. [***]

On the other hand, the confinement encouraged the French to do DIY, as **% of those surveyed said they did more DIY after the confinement than before, with **% having not changed their habits and *% having reduced their DIY activity. [***]

The French craze for DIY ...

2.1 Consumer profile

According to an Opinionway study, in ****, * out of ** French people will be passionate about DIY

Distribution of DIY enthusiasts by gender France, ****, % of total Source: ****

In ****, in France, the breakdown of DIY enthusiasts shows a slight gender difference. Men account for a slightly higher proportion of DIYers, with **% of men claiming to engage in DIY activities, while this figure is slightly lower among women, with **% involved in DIY projects.

Distribution of DIYers by age group France, ****, % (***) Source: ****

In ****, in France, the distribution of DIY enthusiasts varies according to age, according to the data collected. Young adults aged ** to ** represent a significant proportion of do-it-yourselfers, with **% of this age group declaring that they do DIY. This trend continues in the next age group, **-**, where **% of individuals are engaged in DIY projects.

These figures indicate a high level of DIY participation among young adults, which can be attributed to various factors such as the rise of online tutorials, interest in DIY (***) and the desire to learn new practical skills.

Profile of DIY consumers France, ****, in Source: ****

In addition, it is possible to identify three main DIY consumer profiles: Exclusive do-it-yourselfers, mostly rural, living in a house, CSP+, graduates, elderly Do-it-yourselfers and decorators, ...

2.2 Typology of demand

Reasons why the French do their own work France, ****, % of total Source : OpinionWay In **** in France, a large majority of citizens opt to carry out their own home improvements to save money, representing **% of respondents. This figure reflects a strong economic concern among consumers. At the same time, a significant **% of French people declare that they carry out their work themselves, out of a taste for manual activities. This statistic underlines the growing interest in DIY and renovation projects as a leisure activity or passion among a significant proportion of the population. Overall, these figures reflect a trend towards autonomy and personal involvement in building and renovation projects, motivated both by economic considerations and by an interest in practical, hands-on activities. These data highlight the importance for companies in the sector of offering products and services that respond to these two key consumer motivations:the need to save money and the desire to engage in creative, hands-on activities.

Main purchasing criteria for DIY products France, ****, in Source: ****

While pleasure often explains the intention to do-it-yourself, it's price that has the greatest influence on converting intention into purchase. Indeed, price is the main criterion for purchase, cited by **% of respondents. The second ...

2.3 Demand trends: from DIY to second-hand

In many sectors (***) trend is growing, as are second-hand purchases and sales, to such an extent that the trend seems to be taking root in the habits of many French people. The success of the homemade and collaborative economy can be explained by the growing awareness of the French of environmental issues and the desire of many individuals to reduce their consumption.

By ****, **% of the French population will have carried out DIY-related activities, including **% of young people. [***]

Top * DIY activities France, ****, %, %, %, %, %, %, %, %, %, %, %, % Source: ****

DIY comes in *ᵉ position among DIY activities with **% of responses.

Top * jobs for which the French feel autonomous France, ****, % Source: ****

In ****, in France, the jobs for which the French feel most independent are painting, tiling, electricity, plastering/partitioning and masonry, with percentages varying between **% and **% according to job category and gender. Overall, men and women show similar rates of autonomy, except for electricity, where the difference between the two is more marked.

These figures reveal a certain confidence on the part of the French in their ability to carry out certain renovation or home maintenance tasks, particularly those related to interior decoration and basic DIY tasks. It appears that painting is the job most French people feel most capable ...

2.4 The impact of teleworking

In **** and ****, one of the most decisive factors for DIY was telecommuting. In fact, if we look at the profile of French people who have actually carried out home improvement work, we see that teleworkers are over-represented compared to the rest of the population:

Percentage of French people who have carried out home improvement work, by respondent profile ****, France, % of respondents Source: ****

According to Les Echos, telecommuting is prompting the French to make their homes, and in particular their workspaces, more welcoming. That's why, in April ****, during the second containment, the "Do it yourself" market exploded by ***%.

2.5 An increase in energy renovation work over the next few years

Although the DIY market is experiencing a decline in volume in ****, the situation remains favorable thanks to the promising prospects offered by energy renovation. Indeed, energy renovation is no longer to be taken lightly, particularly since the new regulations concerning the DPE (***), with the gradual exclusion of the most energy-intensive properties from the rental market.

Nearly ** million French people intend to carry out energy renovation work over the next two years. However, only *% are planning a complete renovation, which still represents more than *.* million individuals. As a result, the majority of French people are opting for itemized renovations, with home insulation topping the list, followed by heating projects, replacement of joinery and ventilation. [***]

New regulations concerning the DPE:

As of January *, ****, homes above a maximum energy consumption threshold (***) are no longer authorized for rental from April *, ****, an energy audit will be mandatory for the sale of a property with an ECD of class G or F (***) From January *, **** and **** respectively, G- and F-class homes will no longer be authorized for rental

French people's intention to carry out energy renovation work France, ****, % of Source: ****

The majority of French people have already carried out energy renovation work(***), together representing a significant proportion of ...

2.6 The building and construction market, a driver of demand

The construction market is one of the main drivers of the DIY market. Whether building a new home or renovating an old one, the French are encouraged to carry out DIY work, especially in the context of the "do-it-yourself" trend. Annual variation in construction output (***) France, ****-****, in Source: Fédération française du bâtiment, PwC By ****, both the maintenance-renovation and construction segments will be experiencing dynamic growth, favoring the DIY market. The maintenance-renovation segment has grown by *.*% between **** and ****. This can be explained by a high number of sales of older homes in ****: **** million sales. There is a slight decrease of *% in the number of sales of older properties between **** and ****, but the number of sales remains stable. These figures are interesting for the DIY market, as older houses and apartments are often in need of refurbishment. Number of sales of old houses and apartments France, ****-****, in millions of sales Source: Cgedd Between **** and ****, there was a general upward trend in the number of sales of older properties, with an increase of **.*%. This trend has been marked by annual fluctuations, but overall, the number of sales has risen steadily over the years. In ****, the number of sales ...

3.1 Value chain

Source: ****

Different types of retailers offer DIY products to consumers: DIY stores, DIY merchants, pure-players and large food retailers, which often have DIY departments.

DIY retailers generally have different suppliers. They buy either directly from manufacturers or from wholesalers who act as intermediaries between manufacturers and distributors.

3.2 Number of companies and number of employees

Companies selling DIY products are registered under the following NAF codes:

****A: Retail sale of hardware, paints and glass in small stores (***) ****B: Retail sale of hardware, paints and glass in superstores (***)

It is therefore interesting to analyze the evolution of the number of companies and the number of employees in these activities.

Trend in the number of establishments registered under activities ****A and ****B France, ****-****, in number of establishments Source: ****

Between **** and ****, there is a general upward trend in the total number of establishments registered under hardware, paints and glass retailing activities in France. The total number of establishments rose from *,*** in **** to *,*** in ****, an evolution of *%.

In terms of detail by category, the small-scale segment (***) also saw moderate growth over this period, rising from *,*** establishments in **** to *,*** in ****, representing an evolution of *.*%.

As for the large-scale segment (***), although it too has recorded slight growth, this is less pronounced than that observed in the small-scale segment. The number of establishments in this category rose by *% , from *,*** in **** to *,*** in ****.

Change in the number of employees registered under activities ****A and ****B France, ****-****, number of employees Source : Urssaf Between **** and ****, like the number of establishments, there is a ...

3.3 Do-it-yourself distribution

DIY superstores account for almost three-quarters of sales of DIY products: their market share in value terms will reach **% in ****.

Breakdown of DIY sales by distribution channel France, ****, in Source: Federation of DIY stores Finally, DIY stores operate in two ways on the consumer DIY market: through a DIY store chain, like the SAMSE and Cofaq groups, or by opening up their store network to private customers, like Point P, Gedimat or BigMat. In addition, it appears that pure players are the most dynamic, increasing their sales by **% in ****, due to the various periods of confinement and the general boom in online sales in ****. Change in sales by distribution channel in the DIY market France, ****, in Source: ****

Among DIY superstores, * groups share **% of the market: Adeo (***). The brands owned by these groups are as follows:

Market share of DIY groups France, ****, in Source: ****

3.4 Focus on DIY superstores

Market share of DIY chains France, ****, in Source: Federation of DIY stores The chart above details the market shares of DIY chains, most of which are part of larger groups. Leroy Merlin has a market share of **%, while Castorama, Bricodépot and Bricomarché together account for **% of the market, with the others having a smaller share.

Sales and sales volume trends for the main DIY groups France, ****, % : sales volumes * sales volumes Source: ****

In ****, in France, the sales trends of the main DIY groups show significant variations. Leroy Merlin posted positive growth of *.*%, demonstrating a solid performance in a competitive market. In contrast, Kingfisher recorded a slight decline of *.*%, indicating challenges or necessary adjustments in their sales strategies. Similarly, Mr Bricolage and Les Mousquetaires both experienced sales declines, with reductions of *.*% and *.*% respectively.

Surface area and market share of DIY stores by size France, ****, in Source: ****

On the other hand, chains with stores larger than *,*** m² account for **% of GSB surface area but **% of sales. Stores larger than **** m² account for **% of floor space, but only **% of sales.

3.5 Do-it-yourself, a market that's also developing digitally

There are several types of DIY e-commerce players, the main ones being generalist pure-players, such as Amazon, specialist pure-players, such as ManoMano, and the online platforms of players also operating through physical stores, such as Leroy Merlin.

By far the leader in DIY e-commerce is Amazon, responsible for **% of online sales in the DIY garden category. Leroy-Merlin also stands out with a **% market share, as does pure player Mano Mano with **%. [***]

Market share of DIY e-commerce players France, ****, in Source: ****

Internet purchases are still a minority in the DIY market, however. Indeed, in **** , **% of buyers of DIY gardening products made this type of purchase in-store, in ****, **% online, according to LSA Conso.

This low share of the DIY e-commerce market can be explained partly by consumers' need to try out, see and touch products, and partly by the lack of information and support on the Internet, compared with the assistance offered in physical stores. A survey by the FMB revealed that the main obstacle to purchase is the fact that the Internet does not allow consumers to try out the product, followed by the fact that it is difficult to get a good idea of the product without seeing or touching ...

3.6 Strategic alliances between GSBs

Mergers & Acquisitions :

October ****: Les Mousquetaires acquires Tridôme

The Les Mousquetaires group has made official its acquisition of Tridôme, a chain of ** DIY stores in the South of France, representing sales of *** million euros including VAT. This acquisition enables ITM Equipement de la Maison, owner of Bricomarché, Bricorama and Brico Cash, to strengthen its market presence. The Tridôme stores will be reallocated to members of Les Mousquetaires, enabling ITM Equipement to consolidate its position as the third-largest player in the French DIY market. This acquisition represents a significant gain in sales for ITM Equipement de la Maison, enabling it to exceed **% market share. The transition of Tridôme stores to the Bricomarché, Bricorama or Brico Cash banners will take place gradually over several months.

July ****: Takeover of Bricorama by Les Mousquetaires

In ****, Bricomarché, part of ITM equipement de la maison, acquired the Bricorama banner for *** million euros. This purchase included *** stores and enabled Bricomarché to strengthen its position in the DIY market.

Purchasing alliances :

February ****: Merger between Le Club-Les Briconautes and Espace Emeraude

Le Club-Les Briconautes, affiliated to Mr.Bricolage, and Espace Emeraude have announced a purchasing alliance, enabling them to benefit from optimized purchasing conditions from suppliers referenced ...

4.1 Product typology and dynamics

Inoha and FMB identify ** main types of products found in DIY stores, some of which are not strictly DIY products (***)

Product category Details of products in this category Plumbing, bathroom, kitchen sinks, washbasins, bathtubs, worktops... Paint, hardware, glues exterior and interior paints, glues, adhesives, household products Garden plants, hand tools, sheds, fencing... Wood and joinery boards, panels, cleats... Building materials, partitions, insulation, framework, roofing... Coverings tiles, flexible flooring, panelling... Tools hand tools, machines and large tools, specialized tools... Hardware screws, fasteners... Heating fireplaces, stoves, electric heating, air conditioning... Decoration lighting, wallpaper, home textiles electricity switches, sockets, cables, sheaths...

Breakdown of DIY sales by product type France, ****, in Source: ****

However, the breakdown of sales by product, highlighted by the graph below, is revealing of the importance of each segment. It appears that the * best-selling product types are those relating to plumbing, bathroom, kitchen(***).

Department dynamics **** France, ****-****, in Source: ****

In ****, the building and garden departments were the most dynamic, with sales up **% on ****.

With the exception of paint, hardware and glue, all other departments increased their sales in ****. These dynamics reflect the fact that the DIY market is driven more by purchases to improve the functionality and comfort of the home, or ...

4.2 Prices on the DIY market

Consumer price index for housing maintenance and repair supplies (***) France, ****-****, base *** in **** Source: ****

The consumer price index for tools and other home and garden equipment in France, over the period **** to ****, reveals an overall upward trend. Consumer prices for DIY items have remained relatively stable from **** to ****. The index fluctuates slightly, but remains stable overall until ****, when it peaks at ***.**, before declining slightly in **** and ****.

However, from **** onwards, a more marked upward trend is observed, with indices of ***.** in ****, ***.** in **** and ***.** in ****.

These figures reflect an increase in prices for home and garden tools and equipment over time, which can be attributed to various economic factors, such as inflation, market demand and production costs. These price trends could have an impact on consumer purchasing behavior, requiring companies in the sector to adapt their pricing and marketing strategies.

4.3 Supply trends and development avenues

Industry players employ a wide range of differentiation strategies. The following are the main areas of development. [***]

Strategy of conquest

Conquest strategies can take the form of internal or external growth. The former can take the form of reinforcing the product range aimed at urban customers, as illustrated by Leroy Merlin's opening of the L'Appart Batignolles store in Paris, with its smaller size and greater support.

The second involves expanding networks, acquiring e-commerce sites or buying out rival networks. In September ****, the Les Mousquetaires group announced its acquisition of the BricoPrivé sales site, France's third-largest DIY site. It will acquire the shares held by the Flora Investissements, Ardian and Kartesia funds, with the site's two co-founders remaining minority shareholders. This operation highlights the challenge that digital commerce represents for players traditionally operating in physical stores. [***]

Diversification and personalization of the offer

First and foremost, DIY stores are tending to diversify their product offering, as demonstrated by the development of gardening, integrated kitchens and pet supplies departments, for example. Containment has highlighted the value of this diversification, with many players having held up well thanks to the dynamism of their gardening departments.

In addition, diversification of the offer can also involve diversification ...

4.4 Developing a second-hand DIY offering

In France, the second-hand market is growing, reflecting a major shift in consumer habits. By December ****, **% of French people had bought at least one second-hand product in recent months, underlining the growing importance of this trend in the country[***].

This trend extends to many markets and also to the DIY sector, where the supply of second-hand products is gaining in popularity. More and more consumers are turning to the purchase of second-hand tools, materials and DIY equipment, attracted by the economic and environmental benefits this offers. This rise in the number of second-hand DIY products opens up new prospects both for consumers looking for bargains, and for sellers looking to add value to pre-existing products.

Some DIY superstores now offer second-hand products in their stores:

Bricomarché

Since the end of ****, Bricomarché, part of the Mousquetaires group, has been testing the purchase and sale of used DIY tools in around ten of its stores. Customers can now sell their used tools to Bricomarché, which inspects them, repairs them if necessary, then resells them with an **-month warranty at a price **% lower than new. This initiative is part of an environmentally responsible approach and meets growing consumer demand for second-hand products.

Leroy ...

5.1 Regulations

The code of conduct

Updated in June ****, the code of good conduct governs commercial practices between DIY, gardening and home improvement professionals.

The measures put in place concern in particular:

the notice period in the event of delisting (***) notice periods in the event of delisting as part of a call for tenders prevention of abusive practices control of commercial termination dispute management

[***]

Opening a store

For new stores, a market study and prior authorization are required. The French Law on the Modernization of the Economy (***) of August *, **** radically changed the rules governing commercial planning. The threshold for authorizing the establishment and extension of retail premises has been raised from *** to *,***m².

There are three possible solutions for opening a DIY store:

Open a store as an independent, alone or with partners Take over a DIY store, buying the business from the previous owner Become a franchisee

In all cases, registration in the Trade and Companies Register is mandatory. [***]

As the premises are open to the public, they must comply with safety standards applicable to establishments open to the public. [***]

DIY stores are also authorized to open on Sundays. [***]

Products sold

A product charter has been drawn up by the Fédération ...

5.2 Law of February 10, 2020 on the fight against waste and the circular economy

The law of February **, **** on the fight against waste and the circular economy instituted the creation of an extended channel of responsibility for producers of DIY and garden items, to manage the resulting waste from January *, ****.

The main objectives of this new channel are:

*. Encourage the reuse and repair of DIY and garden items, in collaboration with social economy players.

*. establish new means of collection, notably by encouraging distributors to take back used products.

*. Encourage the recycling of DIY and garden items that cannot be reused.

*. Reduce the amount of residual household waste collected by public waste management services.

According to a **** study by the French Environment and Energy Management Agency (***), the DIY market in France was worth €**.* billion, while sales of garden items amounted to €*.** billion. The same study estimates that some ***,*** tonnes of DIY and garden articles are sold each year in France.

Taking into account product retention rates and useful lives ranging from * to ** years, ADEME estimates that around **,*** tonnes of these items are disposed of annually in residual household waste, bulky goods and waste collection centers.

Source: ****

5.3 A draft European regulation that would modify statutory payment periods

A draft European regulation, initially designed to support SMEs, has come in for sharp criticism from trade federations. It proposes to reduce payment terms to a strict maximum of thirty days , compared with the current sixty days, with no possibility of derogations. This measure is controversial because of its potential to considerably increase retailers' cash flow requirements. This could exacerbate the sector's financial difficulties.

What the bill provides for :

Payments more than thirty days from the date of receipt of the invoice or equivalent request for payment by the debtor would be prohibited, with no possibility of derogation. In the event of late payment, the debtor would be required to pay interest at the reference rate applied by the ECB plus *%, with no option to negotiate a different rate. The fixed indemnity for collection costs would be increased from €** to €**.

Risks if the regulation is adopted:

The reduction in payment terms would lead to an estimated €** billion in additional working capital requirements for the French retail sector, with sectors such as personal goods, supermarkets and hypermarkets particularly hard hit. The end of end-of-month payment campaigns would force companies and their suppliers to completely rethink the organization and management of their accounts, ...

6.1 Segmentation

• Leroy Merlin France (Adeo)
• Castorama France (Kingfisher)
• BigMat
• Lapeyre
• Mr. Bricolage
• ITM Equipement (Bricorama, Bricomarché, Brico Cash)
• Brico Dépôt
• Gedex Gedimat Gedibois
• Bricolex
• ManoMano
• Point P (Saint-Gobain Groupe)
• Bricoman
• TOUT FAIRE
• Descours et Cabaud
• La Plateforme du Bâtiment (Saint-Gobain Groupe)
• Chausson Matériaux
• BHV Exploitation
• Espace Emeraude
• Dompro
• Cofaq
• Ardea groupe - Onyx
• Qérys (Bricodeal -Torro)
• Brico Privé
• Briconord
• Briconord
• Rondy
• Fartools
• Dewalt