European Home Improvement Monitor Q3 2020 - Focus on: Name brands versus private labels - USP ...
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European Home Improvement Monitor Q3 2020 Focus on: Name brands versus private labels
Preface TEAM Members
REINIER ZUYDGEEST, MSc
Managing Consultant
+31 626936109
@ zuydgeest@usp-mc.nl
MAJA MARKOVIC, MSc
Senior Research Analyst
+31 102066992
@ m.markovic@usp-mc.nl
The topics that are being covered in 2020: Mr. DIRK HOOGENBOOM
Research consultant
Q1 Focus: Orientation. Theme topic: Smart and energy efficient homes +31 652098924
@ hoogenboom@usp-mc.nl
Q2 Focus: Purchase channels. Theme topic: Influence of online channels in decision making
Q3 Focus: Branding. Theme topic: Name brands vs private labels
Q4 Focus: DIY vs DIFM. Theme topic: The rise of DIFM in home improvement
If there are any suggestions or remarks on our reports, please let us know.
We are always looking for ways to improve, so any feedback is welcome.
European Home Improvement Monitor Q3 2020 | Page 2
Index
COVID-19 IMPACT ON HOME IMPROVEMENT BEHAVIOUR
EUROPEAN DEVELOPMENTS
THEME: NAME BRANDS VERSUS PRIVATE LABELS
EUROPEAN OVERVIEW
COUNTRY OVERVIEW
HOME IMPROVEMENT PER CATEGORY BRANDING
APPENDIX
Key insights
European Home improvement Monitor November 2020
Home improvement still … Ordering paint online has become more … with home improvement
…
Methodology
The questions on COVID-19 impacting home improvement have been asked in our monthly online survey ‘The European Home Improvement Monitor’
between April and November. Approximately 200 consumers per country were interviewed in 11 European countries per month.
4
Impact on the home improvement market
The majority spent … at home due to Covid-19.
Statement: Due to the coronavirus, I am spending more time at home
% agree with the statement
OVERALL Austria Belgium Denmark France Germany Italy Netherlands Poland Spain Sweden UK
100%
80%
60%
40%
20%
0%
Months 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11
(5=May, 8=August, 11=November) The result is present without taking into account those who answered “don’t know/ no answer”.
N 2,238 2,246 2,210
5 USP Marketing Consultancy | Page 5
Impact on the home improvement market
Consumers are ...
Question: Are you conducting more (or less) home improvement jobs in and around your house due to the coronavirus?
MORE | LESS
OVERALL Austria Belgium Denmark France Germany Italy Netherlands Poland Spain Sweden UK
Month 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11
N 2,238 2,246 2,210 The result is present without taking into account those who answered “don’t know/ no answer”.
6 USP Marketing Consultancy | Page 6
Impact on the home improvement market
Attributed to the coronavirus, over half of the consumers expect to ...
Question: Do you expect to be spending more time at home than normal due to the coronavirus in 2021?
YES | NO | Don’t know
OVERALL
Austria
Belgium
Denmark
France
Germany
Italy
Netherlands
Poland
Spain
Sweden
United Kingdom
N=2,210
7 USP Marketing Consultancy | Page 7
Impact on the home improvement market
Around one-fifth of the consumers ...
Question: Do you expect you will be doing more (or less) home improvement jobs in and around your house during the next 3 months due to the coronavirus?
MORE | JUST AS MUCH AS I WOULD NORMALLY DO | LESS
OVERALL Austria Belgium Denmark France Germany Italy Netherlands Poland Spain Sweden UK
33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33%
33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33%
33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33% 33%
Month 8 11 8 11 8 11 8 11 8 11 8 11 8 11 8 11 8 11 8 11 8 11 8 11
N 2,246 2,210 The result is present without taking into account those who answered “don’t know/ no answer”.
8 USP Marketing Consultancy | Page 8
Impact on the home improvement market
On the European level, over one-fifth of the consumers expect to ...
Question: To what degree do you expect to spend more or less money on home improvement in 2021 compared to 2020?
>10% higher | 6% - 10% higher | 1% - 5% higher | The same | 1% - 5% lower | 6% - 10% lower | >10% lower | Don’t know
OVERALL
Austria
Belgium
Denmark
France
Germany
Italy
Netherlands
Poland
Spain
Sweden
United Kingdom
N=2,210
9 USP Marketing Consultancy | Page 9
Impact on the home improvement market
Compared to 3 months ago, consumers are ...
Question: Do you feel comfortable to have a professional in your house to work on home improvement jobs or would you rather postpone this until the coronavirus is not a threat anymore?
I would be COMFORTABLE to have a professional in my house | I would rather POSTPONE DIFM jobs
OVERALL Austria Belgium Denmark France Germany Italy Netherlands Poland Spain Sweden UK
Month 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11
N 2,238 2,246 2,210 The result is present without taking into account those who answered “don’t know/ no answer”.
10 USP Marketing Consultancy | Page 10Impact on the home improvement market
Compared to August, consumers are …
Question: Would you feel comfortable to visit a DIY store or are you trying to avoid public spaces as much as possible during the coronavirus?
I would be COMFORTABLE to visit a DIY store | I try to AVOID public places
OVERALL Austria Belgium Denmark France Germany Italy Netherlands Poland Spain Sweden UK
Month 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11
N 2,238 2,246 2,210 The result is present without taking into account those who answered “don’t know/ no answer”.
11 USP Marketing Consultancy | Page 11Impact on the home improvement market
Instead of postponing the paint jobs, consumers are …
Question: If you want to do a paint job in your house, how would you most likely get the paint and paint supplies for it?
VISIT a DIY store | Order it ONLINE | POSTPONE the paint job
OVERALL Austria Belgium Denmark France Germany Italy Netherlands Poland Spain Sweden UK
Month 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11 5 8 11
N 2,238 2,246 2,210 The result is present without taking into account those who answered “don’t know/ no answer”.
12 USP Marketing Consultancy | Page 12Impact on the home improvement market
Half of the consumers are more ...
Statements: Due to the coronavirus, I am spending more time ...
% agree with the statement
thinking about future home looking for inspiration on actively searching online for
improvement projects decorating my home home improvement products
N
OVERALL 11,334
Austria 962
Belgium 1,071
Denmark 896
France 997
Germany 974
Italy 1,116
Netherlands 1,039
Poland 1,057
Spain 1,160
Sweden 978
UK 1,084
*Question is asked to the respondents who reported spending more time at home due to coronavirus
*The results are observations from April to November (excluding August and September).
USP Marketing Consultancy | Page 13Impact on the home improvement market
About 4 in 10 of the consumers have ...
Statements: During the past three months, …
% agree with the statement
I enjoy doing home I have improved my DIY skills I have purchased more home
improvement jobs more than I a lot improvement products online
did before than normal
N
OVERALL 6,599
Austria 601
Belgium 598
Denmark 597
France 610
Germany 604
Italy 599
Netherlands 600
Poland 595
Spain 596
Sweden 601
UK 598
*The results are observations from June to November (excluding August and September).
USP Marketing Consultancy | Page 14Index
COVID-19 IMPACT ON HOME IMPROVEMENT BEHAVIOUR
EUROPEAN DEVELOPMENTS
THEME: NAME BRANDS VERSUS PRIVATE LABELS
EUROPEAN OVERVIEW
COUNTRY OVERVIEW
HOME IMPROVEMENT PER CATEGORY BRANDING
APPENDIXKey findings | European spending | European home improvement barometer
European spending on home improvement – on Europe level
Total spending by European households on home improvement decreased by XX% in the third quarter compared to last year.
European spending on labour + material
SPENDING (BILLIONS)
€ 140
€ 120
*
€ 100 *
€ 80
€ 60
€ 40
€ 20
€0
Q1 15 Q2 15 Q3 15 Q4 15 Q1 16 Q2 16 Q3 16 Q4 16 Q1 17 Q2 17 Q3 17 Q4 17 Q1 18 Q2 18 Q3 18 Q4 18 Q1 19 Q2 19 Q3 19 Q4 19 Q1 20 Q2 20 Q3 20
ACTUAL FORECAST*
European Home Improvement Monitor Q3 2020 | Page 16Key findings | European spending | European home improvement barometer
European spending on home improvement – on the country level
The spending of the previous three quarters has increased compared to the same period in 2019 in most countries, esp. in XX. The average
increase of all European countries is XX%.
Q1 – Q3 2020 vs. Q1 – Q3 2019
European spending on labour + material
OVERALL
Netherlands
Denmark
Germany
Belgium
Italy
Spain
UK
Sweden
Poland
France
Austria
European Home Improvement Monitor Q3 2020 | Page 17Key findings | European spending | European home improvement barometer
Share of households conducting a home improvement job
In Q3-20, … households conducted a home improvement job, compared to Q3-19. European consumer confidence has been at a lower
level than last year.
European home improvement barometer
2020
2019
The dotted part of the line is a forecast, after 6 months the share of households that conducted a home improvement job becomes definite.
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
N = 2,200 interviews per month
Consumer confidence level
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
European Home Improvement Monitor Q3 2020 | Page 18Index
COVID-19 IMPACT ON HOME IMPROVEMENT BEHAVIOUR
EUROPEAN DEVELOPMENTS
THEME: NAME BRANDS VERSUS PRIVATE LABELS
EUROPEAN OVERVIEW
COUNTRY OVERVIEW
HOME IMPROVEMENT PER CATEGORY BRANDING
APPENDIXIntroduction | Moment of brand selection | Satisfaction with DIY stores | Brands vs. Private labels
In this chapter, we cover consumers’ review of DIY stores, as well as their attitudes and preferences towards private labels for home improvement products.
The respondents were asked the following:
GENERAL QUESTIONS PRODUCT SPECIFIC
• Did you make your brand selection in the shop or had you already • Which of the following brands for have you ever
made your brand selection before going to the shop? heard of?
• How would you rate [1-10] the following DIY stores* on the • How would you rate the following brands in general?
aspects: 1) service & advice, 2) quality of products, 3) • Can you tell for the following statement how well it applies to the
attractive prices, 4) sustainability, 5) shopping experience, brand?
and 6) general satisfaction. • has the best quality of products...
• Private labels and home brands (own-brands) are regularly offered • < Brand X> offers the best overall value for money...
in DIY stores as an alternative to the A-brands. Usually these • This is a brand that I trust…
products are cheaper due to lower marketing costs for these • The products from < Brand X> are easy to use…
brands. What's your opinion on these home-brands in DIY
* The DIY stores included
stores?
Austria OBI Bauhaus Hornbach Lagerhaus
• In which of the following categories would you prefer an A- Belgium Brico Hubo Gamma Mr Bricolage
Denmark Bauhaus Silvan XL byg jem&fix
brand over a home brand? Covered categories: paint, bathroom France Leroy Merlin Castorama Brico Depot Bricorama
products, masking tapes, garden tools, adhesives, sealants, locks, Germany OBI Bauhaus Hornbach Toom
Italy Leroy Merlin OBI Brico io Bricocenter
safety cameras, plugs, roof windows, boilers and taps. NL Gamma Hornbach Praxis Karwei
Poland Leroy Merlin Castorama OBI Mrówka
Spain Leroy Merlin Brico Depot Bauhaus AKI
Sweden Bauhaus Hornbach Byggmax Clas Ohlson
UK B&Q Homebase Wickes Screwfix
European Home Improvement Monitor Q3 2020 | 20Introduction | Moment of brand selection | Satisfaction with DIY stores | Brands vs. Private labels
The moment of brand selection is changing towards an earlier decision
The European consumer is now more likely to select a brand before going to the shop.
Moment of brand selection
Did you make your brand selection in the shop or had you already made your brand selection before going to the shop?
29%
27% 26%
24% 25% 25%
22%
% of people who selected a brand before going to the shop
2014 2015 2016 2017 2018 2019 2020
*2014-2019: approximately n=71,500 per year; 2020 (Q1-Q3): n=28,000
European Home Improvement Monitor Q3 2020 | Page 21Introduction | Moment of brand selection | Satisfaction with DIY stores | Brands vs. Private labels
Those with more DIY experience are more likely to …
Moment of brand selection
Did you make your brand selection in the shop or had you already made your brand selection
before going to the shop?
% of people who selected a brand before going to the shop
18 till 34
35 till 54
55+
No experience
Decorator
Light DIY-er
Renovator
Base: n= 450,000; 7 years combined [2014-2020]
European Home Improvement Monitor Q3 2020 | Page 22Introduction | Moment of brand selection | Satisfaction with DIY stores | Brands vs. Private labels
Leroy Merlin remains to have the highest general satisfaction score in
Europe
Top-5 DIY stores with the highest general satisfaction score in Europe
How would you rate [1-10] the following DIY stores on general satisfaction?
#1 #2 #3 #4 #5
2019
(7.8) (7.6) (7.4) (7.4) (7.3)
Base: n=6,643
2020
(7.8) (7.5) (7.5) (7.5) (7.4)
Base: n=6,599
European Home Improvement Monitor Q3 2020 | Page 23Introduction | Moment of brand selection | Satisfaction with DIY stores | Brands vs. Private labels
On the European level, the general satisfaction score of DIY stores is X
On Europe level, XX has the highest impact on the general satisfaction of a DIY store. XX is the key to keep them happy for all DIY stores in
general.
General satisfaction with DIY stores in each country Importance of 5 aspects for general satisfaction
How would you rate [1-10] the following DIY stores on general satisfaction? Compared with other aspects, we find that XX has the highest impact on
general satisfaction of a DIY store. If a DIY store can provide its customers
with XX, it will be more likely to stand out.
IMPORTANCE
[Influence on GS^]
#1 XX XX%*
#2 XX XX%*
7,2
#3 XX XX%*
7,2
#4 XX XX%*
#5 XX XX%*
^GS stands for general satisfaction. A regression model is built to see to what extent each aspect
Base: n=6,599 influences general satisfaction. The higher the percentage, the more effect has the aspect on
general satisfaction.
European Home Improvement Monitor Q3 2020 | Page 24 *Statistically significant. If the effect is not significant, there is barely any influence on general satisfaction.Introduction | Moment of brand selection | Satisfaction with DIY stores | Brands vs. Private labels
Satisfaction score on 5 aspects of DIY stores
On the European level, consumers are most content with the quality of the products, but least satisfied with the sustainability issues
Average satisfaction score per aspect Top-5 DIY store in each aspect
How would you rate [1-10] the following DIY stores on these aspects?
Average satisfaction score
#1 #2 #3 #4 #5
Quality of products XX
7,9 7,7 7,6 7,6 7,6
Attractive price XX
7,5 7,4 7,3 7,3 7,3
Service and advise XX
7,7 7,5 7,5 7,3 7,3
Shopping experience XX
7,7 7,6 7,3 7,3 7,3
Sustainability XX
7,3 7,3 7,2 7,2 7,0
Base: n=6, 599
European Home Improvement Monitor Q3 2020 | Page 25Introduction | Moment of brand selection | Satisfaction with DIY stores | Brands vs. Private labels
Half of the consumers … opinion on private labels
Consumers remain to ....
Attitude towards private labels
What's your opinion on home-brands (or own-brands) in DIY stores?
POSITIVE | NEGATIVE | NEUTRAL
2019 Nowadays, consumers are provided with a huge variety of
options for the same type of products. Private labels are regularly
2020 offered in DIY stores as an alternative to the A-brands. They are
mainly designed to compete against branded products, offering a
18 till 34 cheaper alternative.
35 till 54 Although in the past they were seen as the low-cost imitations of
branded products, ….
55+
Compared to 2019, consumers have become ...
Under € 2,000
€ 2,000 to € 4,000
Over € 4,000
No experience
Decorator
Light DIY-er
Renovator
Income represents average household income Base: n=6,599
European Home Improvement Monitor Q3 2020 | Page 26Introduction | Moment of brand selection | Satisfaction with DIY stores | Brands vs. Private labels
The higher one’s income, the … towards A-brands
Preference: A-brands versus private labels
In which product categories (13 different were measured) would you prefer an A-brand over a home brand?*
A-BRANDS | PRIVATE LABELS
2019 On the European level, consumers prefer …
2020 The preference is clearly influenced by …
18 till 34
35 till 54
55+
Under € 2,000
€ 2,000 to € 4,000
Over € 4,000
No experience
Decorator
Light DIY-er
Renovator
*For this graph, all 13 products were summed up and presented on the overall level.
Base: n=6,599
European Home Improvement Monitor Q3 2020 | Page 27Introduction | Moment of brand selection | Satisfaction with DIY stores | Brands vs. Private labels
Preference towards A-brands is influenced by …
Preference: A-brands versus private labels
In which product categories would you prefer an A-brand over a home brand?
A-BRANDS | PRIVATE LABELS
Boilers On the European level, consumers clearly prefer …
Roof windows On the other hand, ....
Safety camera's
Paint
Locks
Adhesives
Bathroom products
Taps
Plugs
Sealants
Garden tools
Duct tape
Masking tapes
Base: n=6,643
European Home Improvement Monitor Q3 2020 | Page 28Introduction | Home improvement barometer | Key facts – Branding
Compared to 2019, ...
… remains to be a leader in XX; XX has risen as a winner in the Netherlands.
Nr.1 DIY store per country by various aspects
How would you rate [1-10] the following DIY stores on these aspects…?
AUSTRIA BELGIUM DENMARK FRANCE GERMANY ITALY
2019 2020 2019 2020 2019 2020 2019 2020 2019 2020 2019 2020
General satisfaction
Shopping experience
Quality of products
Attractive price
Service & advice
Sustainability
NL POLAND SPAIN SWEDEN UK
2019 2020 2019 2020 2019 2020 2019 2020 2019 2020
General satisfaction
Shopping experience
Quality of products
Attractive price
Service & advice
Base per country:
Sustainability n=600
European Home Improvement Monitor Q3 2020 | Page 29Index
COVID-19 IMPACT ON HOME IMPROVEMENT BEHAVIOUR
EUROPEAN DEVELOPMENTS
THEME: BRANDING & BUYING PROJECTS INSTEAD OF PRODUCTS
EUROPEAN OVERVIEW
COUNTRY OVERVIEW
HOME IMPROVEMENT PER CATEGORY BRANDING
APPENDIXIntroduction | Home improvement barometer | Key facts – Branding
SPAIN
Number of home improvement jobs
SPAIN
EU AVERAGE
64% 65%
56% 55% 59% 60% 56% 56% 55%
60% 58%
56% 56% 54%
60% 59% 58%
55% 53% 54% 51% 54%
50% 53% 51% 51% 50%
Q1 14 Q2 14 Q3 14 Q4 14 Q1 15 Q2 15 Q3 15 Q4 15 Q1 16 Q2 16 Q3 16 Q4 16 Q1 17 Q2 17 Q3 17 Q4 17 Q1 18 Q2 18 Q3 18 Q4 18 Q1 19 Q2 19 Q3 19 Q4 19 Q1 20 Q2 20 Q3 20
Base: n=2,400 per year
European Home Improvement Monitor Q3 2020 | Page 31Introduction | Home improvement barometer | Key facts – Branding
SPAIN
All aspects except for offering service/ advice play a role in making Spanish consumers satisfied.
Leroy Merlin is the undisputed leader, which stands out in all aspects and have the most satisfied customers.
Satisfaction score on various aspects of DIY stores
Attitude towards private labels
AKI BAUHAUS BRICODEPOT LEROY MERLIN
POSITIVE | NEGATIVE | NEUTRAL
IMPORTANCE
General satisfaction [Influence on GS^] 2019 73% 24%
Shopping experience 45%* 2020 69% 29%
Quality of products 27%*
Attractive price 16%*
Preference:
Service & advice 4% A-brands versus private labels
Sustainability 8%* 2019 62% 38%
5.5 8.5
Avg. score Avg. score
2020 67% 33%
^GS stands for general satisfaction. A regression model is built to see to what extent each aspect influences
general satisfaction. The higher the percentage, the more effect has the aspect on general satisfaction. Base: n=600
*Statistically significant. If the effect is not significant, there is barely any influence on general satisfaction.
European Home Improvement Monitor Q3 2020 | Page 32Index
COVID-19 IMPACT ON HOME IMPROVEMENT BEHAVIOUR
EUROPEAN DEVELOPMENTS
THEME: NAME BRANDS VERSUS PRIVATE LABELS
EUROPEAN OVERVIEW
COUNTRY OVERVIEW
HOME IMPROVEMENT PER CATEGORY BRANDING
APPENDIXAVAILABLE PRODUCT CATEGORIES FLOORS PAINT SUPPLIES PAINT WALLPAPER PLASTER BOARD INSULATION POWER TOOLS GARDEN TOOLS DOORS/WINDOWS FILLERS/MORTARS BATHROOM KITCHEN SAFETY & SECURITY TILES & TILE GROUTS ADHESIVE/SEALANT WINDOW DECO ROOF WINDOWS LIGHTING SMART HOME HVAC
SPECIFIC QUESTIONS INCLUDED IN EHIM ON…
PAINT
Q1 Orientation Q3 Branding
• Did you get information about the paint online? • Which of the following brands for Paint have you ever heard of?
• Did you make your brand selection in the shop or had you already made • How would you rate the following paint brands in general?
your brand selection before going to the shop? • Can you tell for the following statements how well it applies to the brand(s)?
• Who determined the choice of type of product? [This brand has the best quality of products / This brand offers the best
• Who determined the choice of type of brand? overall value for money / This is a brand that I trust / The products from this
brand are easy to use]
• [if purchased in the past 6 months] What brand did you buy?
EXAMPLE OF THE QUESTIONS ASKED ABOUT A PRODUCT IN THE MONITOR
These questions are being asked on a monthly base for 100+ different products and reported per
quarter to subscribers of the European Home Improvement Monitor
Q2 Purchase channels Q4 DIY vs. DIFM
• Did you purchase the paint yourself or did a professional purchased it? • Did you apply the paint yourself or did a professional applied it?
• Where did you buy the paint? • How was the paint applied inside / outside the house?
• Did you order any of the products online? • What type of paint was used inside / outside the house?
• What was the name of the online shop where you purchased the paint? • Which percentage of the wall paint / lacquer that you have purchased for the
• How much was spent in total on the paint? inside / outside of the house was white, coloured (with/without tinting
machine)
• What type of paint supplies were used?
European Home Improvement Monitor Q2 2020 | Page 35Index
COVID-19 IMPACT ON HOME IMPROVEMENT BEHAVIOUR
EUROPEAN DEVELOPMENTS
THEME: NAME BRANDS VERSUS PRIVATE LABELS
EUROPEAN OVERVIEW
COUNTRY OVERVIEW
HOME IMPROVEMENT PER CATEGORY BRANDING
APPENDIXMethodology
Who is selected for the research?
Sample background
We use a nationally representative sample for our study. This
includes all types of consumers aged 18+; Male and female, house Male Female 18-34 35-54 55+
renters and owners, consumers with & without DIY experience. 51% 49% BELGIUM 30% 35% 35%
This, in order to have a representative sample per country.
48% 52% FRANCE 26% 36% 37%
Questions on household level 48% 52% GERMANY 25% 35% 39%
Respondents are interviewed on ‘household level’ which means it is 48% 52% ITALY 26% 35% 39%
not about the home improvement projects that they have done
45% 55% NL 27% 34% 40%
themselves but the projects that have been done within the
household. This way, we are able to calculate the sum of the 50% 50% POLAND 35% 37% 28%
number of specific jobs that have been done in a country based on 55% 45% SPAIN 30% 38% 32%
the total number of households.
49% 51% U.K. 29% 36% 36%
50% 50% DENMARK 24% 32% 44%
52% 48% AUSTRIA 35% 36% 29%
Sample size
49% 51% SWEDEN 32% 31% 38%
1st chapter – EU results are based on 26,400 interviews per year
[GENDER] [AGE]
2nd chapter – EU level based on 6,282 interviews
3rd chapter – Incidence rate (number of home improvement jobs) is
based on 2,400 per country; theme questions on approx. 400 interviews Weighting factor
per country
4th chapter – sample size depends on the incidence rate of the product All European figures are weighted in order to account for the difference in
category (see beginning of chapter 4 – share of households conducting a population size of the countries.
job)
European Home Improvement Monitor Q3 2020 | 37Methodology
INCLUDED CATEGORIES
General home improvement figures are based on 107 selected products:
1 "BATH" 19 "FREEZER (FREE-STANDING)" 37 "DORMER WINDOW" 55 "RAIN WATERPIPE" 73 "DRYWALL" 91 "PLUMBING MATERIALS"
2 "BATHROOM FURNITURE" 20 "COOKER SURFACE (BUILT-IN)" 38 "ROOF WINDOWS" 56 "GUTTER" 74 "WOOD AND BOARD MATERIAL" 92 "TILE GROUT"
3 "SHOWER ENCLOSURES" 21 "COOKER (FREE-STANDING)" 39 "STAIRS STAIR COVERING" 57 "BOILER" 75 "INSULATION MATERIAL" 93 "FILLERS"
4 "SHOWER SET/ SHOWER HEAD" 22 "FAUCET" 40 "STAIRS BANNISTER" 58 "FUSE BOX/ELECTRICAL PANEL" 76 "STUCCO" 94 "TAPES"
5 "SHOWER TRAY" 23 "(COMBI-) MICROWAVE (BUILT-IN)" 41 "WC WASH BASIN" 59 "VENTILATION" 77 "PAINT" 95 "SANDPAPER"
24 "(COMBI-) MICROWAVE (FREE-
6 "TAPS & MIXERS" 42 "WC TAPS & MIXERS" 60 "AIR CONDITIONING" 78 "LIGHTING" 96 "BRUSH"
STANDING)"
61 "ELECTRICAL VEHICLE CHARGING
7 "TOILET" 25 "OVEN (BUILT-IN)" 43 "WC TOILET" 79 "TILE ADHESIVE" 97 "ROLLER"
POINTS"
8 "WASH BASIN" 26 "OVEN (FREE-STANDING)" 44 "BRICK" 62 "THERMOSTAT" 80 "FLOOR" 98 "PAINT SPRAY MACHINE"
63 "HOME AUTOMATION CONTROL
9 "WHIRLPOOL" 27 "SINK" 45 "CEMENT" 81 "RADIATOR" 99 "PRESSURE WASHER"
PANEL"
10 "SHOWER DRAIN" 28 "STEAM OVEN (BUILT-IN)" 46 "ROOFING TILES" 64 "SMOKE ALARM OR FIRE ALARM" 82 "RADIANT HEATING" 100 "WET & DRY VACUUM CLEANER"
11 "HOOD VENT" 29 "STEAM OVEN (FREE-STANDING)" 47 "DOOR" 65 "ALARM INSTALLATION" 83 "SWITCH MATERIAL" 101 "STEAM CLEANER"
12 "KITCHEN COUNTERTOP" 30 "DISHWASHER (BUILT-IN)" 48 "ETICS" 66 "SECURITY CAMERA" 84 "SEALANTS" 102 "BLOW VAC"
13 "KITCHEN CABINETS" 31 "DISHWASHER (FREE-STANDING)" 49 "GLASS" 67 "HINGES" 85 "MORTARS" 103 "CHAIN SAW"
14 "REFRIGERATOR (BUILT-IN)" 32 "DECORATIVE MATERIALS" 50 "WINDOW CASING" 68 "LOCKS" 86 "WALLPAPER" 104 "ROBOTIC MOWER"
15 "REFRIGERATOR (FREE-
33 "DIVIDER" 51 "SOLAR PANELS" 69 "HAND TOOL" 87 "INTERIOR DOOR" 105 "WINDOW VACUUM CLEANER"
STANDING)"
16 "REFRIGERATOR/FREEZER
34 "GARDEN FURNITURE" 52 "AWNINGS" 70 "ELECTRICAL TOOL" 88 "FURNITURE" 106 "PUMPS"
COMBINATION (BUILT-IN)"
17 "REFRIGERATOR/FREEZER
35 "GARDEN SHED / BARN" 53 "SKY LIGHT" 71 "GARDEN TOOL" 89 "WINDOW DECORATION" 107 "WATERING SYSTEM"
COMBINATION (FREE-STANDING)"
18 "FREEZER (BUILT-IN)" 36 "GARDEN PAVING" 54 "ASPHALT SHINGLE" 72 "GYPSUM BLOCKS" 90 "TILES"
European Home Improvement Monitor Q3 2020 | 38© 08 December 2020, USP Marketing Consultancy B.V.
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