Essential reading for retailers and suppliers in the home improvement market

"Everyone does DIY" says new Kingfisher home report

Published: 13 December 2012
Kingfisher's first ever Europe home report reveals 90% of homeowners across Europe regularly carry out home improvements, and all are more likely to spend money on improving their homes rather than a holiday in the next 12 months.
'Everyone does DIY' says new Kingfisher home report
Four key themes were highlighted within the report - home improvement is about lifestyle more than adding value, everybody is doing DIY of some form, the internet is part of the toolkit and eco is going mainstream.

Some more surprising results included a relatively low score for the importance placed on having an eco-friendly home in the UK compared with other countries. Just 17% said it was 'very important', while 55% chose 'important' - a lower overall score than any other European country. During the report's presentation, Kingfisher chief executive Ian Cheshire admitted he was surprised by this result and said it could have come from UK home owners taking the questions more literally than their overseas counterparts.

The presentation also revealed some interesting gender divides; while more women than men take advantage of B&Q's DIY courses, those who buy online home improvement materials are predominantly men.

It was also mentioned that people feel happier doing jobs like painting and decorating than those they perceive as difficult, such as installing insulation or structural alterations. Kingfisher said it planned to combat this lack of confidence through initiatives such as the B&Q 'You Can Do It' workshops.

Speaking about the report, Mr Cheshire said: "This report provides a unique snapshot of the way Europeans view their homes today. What is clear is that the home really is where the heart is for consumers across Europe. Households are planning to spend the same or more on home improvement in the coming year, but their motivations have changed.

"The 'do it up and sell it on' property ladder approach that was evident in some countries during the economic boom years has moved towards a more emotional emphasis on creating a better home in order to enjoy a better quality of life."

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