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The Europe DIY home improvement market size is forecast to increase by USD 48.33 billion at a CAGR of 4.23% between 2024 and 2028. The market is experiencing significant growth, driven by the rising interest in homeowners taking on their own projects. This trend is fueled by the increasing availability of user-friendly tools and technological advances, enabling individuals to undertake more complex tasks. However, the market faces challenges from the professional DIFM (Do-It-For-Me) sector, which offers convenience and expertise. As homeowners seek to save costs and express their creativity, the DIY home improvement market continues to expand, with technological innovations and consumer demand shaping its future trajectory.
The market is experiencing significant growth due to the DIY movement, which encourages homeowners to take on home projects themselves rather than hiring professional services. This trend is particularly prominent among residential customers, with online stores and e-commerce platforms playing a major role in facilitating DIY purchases. The zero-waste lifestyle is also influencing the market, as homeowners seek to reduce plastic waste and minimize the use of hazardous chemicals in building maintenance, plumbing, and painting projects. Tools and hardware, appliances, and instruments are popular categories for DIY home improvement projects. Painting and wallpaper are also popular, with many homeowners opting for eco-friendly alternatives to traditional paints.
Employed women are a growing demographic in the DIY market, with interior design decision-making increasingly becoming a shared responsibility between partners. The market is expected to continue growing, with a focus on sustainable and environmentally-friendly solutions for building maintenance, plumbing, and appliances. Despite the popularity of DIY projects, there are still instances where professional services are required, particularly for complex projects or hazardous tasks. The market for professional services is expected to remain stable, with a focus on providing specialized expertise and high-quality workmanship to meet the needs of homeowners. Overall, The market is a dynamic and evolving landscape, driven by changing consumer preferences and a growing awareness of the importance of sustainable living.
The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD billion " for the period 2024-2028, as well as historical data from 2018 - 2022 for the following segments.
The Offline segment is estimated to witness significant growth during the forecast period. The European DIY home improvement market caters to both professional contractors and DIYers, with a growing emphasis on sustainability and a zero-waste lifestyle. Brick-and-mortar DIY retail outlets serve as one distribution channel, offering a vast array of building materials, lighting, electrical work materials, tools and hardware, painting and wallpaper supplies, outdoor equipment, and more. These physical stores provide the convenience of in-person product comparison and expert advice from knowledgeable staff. Buyers can inspect items before purchasing, ensuring they make informed decisions regarding their home improvement projects. Brick-and-mortar establishments also offer additional services, such as material sizing, paint mixing, and tool rentals.
Online stores and e-commerce platforms are another significant sub-segment, providing DIYers with a vast selection of DIY assets and the convenience of home delivery. Sustainability is a key trend in the DIY market, with an increasing focus on product safety, efficiency, and reducing hazardous chemicals and environmental pollution. This includes the use of eco-friendly building materials, DIY un-paper towels, reusable snack bags, and DIY disinfectant wipes. Homeowners and millennial buyers are increasingly prioritizing sustainable living, with a preference for DIY projects that minimize plastic waste and contribute to building maintenance, plumbing, home appliances, and instruments. DIYers are forging stronger relationships with both online and offline retailers, seeking expert advice and high-quality, sustainable products for their home improvement projects.
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The Offline segment accounted for USD 118.68 billion in 2018 - 2022 and showed a gradual increase during the forecast period.
In Europe, particularly in Germany, residential customers demonstrate a significant interest in DIY home improvement projects. Activities such as installing Ready-to-Assemble (RTA) furniture, painting, and wallpapering are popular among homeowners. The demand for Plumbing and equipment is also high due to the prevalence of older homes requiring regular maintenance. Employed women, in particular, are increasingly involved in interior design decision-making, leading to a surge in demand for DIY kitchen renovation projects. DIY painting and wallpaper tasks are common, with consumers opting for various finishes and designs to personalize their living spaces. Gardening, both indoor and outdoor, remains a favorite pastime for the aging and retired population segments.
DIY projects, ranging from simple repairs to complex renovations, are prevalent in Germany, making the market for DIY home improvement products robust. Children (5-15 years of age) also participate in DIY activities, engaging in projects like abstract painting, wall art, and floor prints with stencils. Overall, the high demand for DIY home improvement products in Germany is driven by the country's culture of home ownership and the prevalence of various DIY projects.
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Europe is estimated to contribute 100% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.
Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
There has been an increasing popularity in do-it-yourself home improvement projects among homeowners. The European DIY home improvement market is experiencing significant growth due to the increasing popularity of DIY projects among homeowners. This trend is driven by several factors, including the cost-saving benefits of DIY projects and the ease of access to information through online resources. With the rising cost of living in Europe, homeowners are seeking ways to save money by eliminating the expenses associated with hiring professionals for home improvements. Additionally, the abundance of instructional materials available online, such as guides, videos, and discussion boards, empowers individuals to confidently undertake various DIY tasks. Moreover, the DIY movement aligns with the growing preference for sustainable lifestyles, as DIYers increasingly focus on reducing plastic waste and using eco-friendly materials.
This shift is reflected in the increasing demand for zero-waste alternatives, such as DIY un-paper towels, reusable snack bags, and DIY disinfectant wipes. In response, DIY manufacturers are producing a wider range of sustainable building materials, lighting, electrical work materials, tools, and hardware, among others. The DIY market in Europe comprises both online and offline sub-segments. Online stores, driven by e-commerce, offer convenience and a wider product range, while offline retailers provide the opportunity for hands-on product selection and shop relationships. DIYers, particularly millennial homeowners, value sustainability, efficiency, and product safety, which are increasingly prioritized by both online and offline retailers.
Building maintenance projects, such as plumbing, appliance repairs, and homeowner instruments, are also driving demand for DIY materials and supplies. Overall, the European DIY home improvement market is expected to continue growing, as more homeowners embrace the DIY movement and seek to improve their homes in a cost-effective and sustainable manner.
Advancements in technology have significantly enhanced the capabilities of DIY home improvement tools, providing users with more precise and efficient solutions for their projects. The European DIY home improvement market is witnessing significant growth due to the DIY movement and the increasing trend towards a sustainable lifestyle among millennial homeowners. Professionals and DIYers alike are turning to online stores and e-commerce platforms for convenience and efficiency. Zero-waste living is gaining popularity, leading to an increase in demand for DIY manufacturers producing eco-friendly building materials, lighting, electrical work materials, tools and hardware, painting, wallpaper and supplies, outdoor products, and more. Product safety and sustainability are key concerns, with a focus on reducing plastic waste and hazardous chemicals, resulting in environmental pollution. Big-box retailers, such as ADEO, Kingfisher, and Travis Perkins, are adapting to these trends by offering a wide range of DIY assets, including in-store displays and online sub-segments.
These retailers are also building strong shop relationships through personalized services and expert advice. In addition to online offerings, offline channels remain significant, with consumers seeking expert advice and hands-on experience for complex projects like building maintenance, plumbing, appliances, and instruments. Overall, the European DIY home improvement market is evolving to meet the changing needs of consumers, with a focus on innovation, product assortment, and sustainability.
The DIFM market poses an growing challenge for businesses, requiring careful consideration and strategic responses to maintain competitiveness. The European DIY home improvement market is witnessing a notable expansion, with the DIY movement continuing to gain traction among homeowners. However, the rise of professional services, or Do-It-For-Me (DIFM), poses a potential challenge to the growth of the market. This shift is particularly prominent in mature markets, where consumers increasingly prefer to hire tradespeople for their home improvement projects. Key factors fueling the growth of the DIFM market include an aging population in Western Europe, the younger generation opting for professional assistance, and rising employment levels and labor wages. Consequently, DIY retailers are observing a decline in footfall, as DIFM professionals increasingly source their materials from B2B suppliers instead of consumer-facing DIY stores.
Moreover, the trend towards sustainable living is influencing consumer preferences. DIYers are increasingly adopting a zero-waste lifestyle, favoring reusable alternatives such as DIY un-paper towels, reusable snack bags, and DIY disinfectant wipes. This shift towards sustainability is also driving demand for eco-friendly building materials, lighting, electrical work materials, tools, and hardware, as well as painting and wallpaper supplies. The outdoor segment is another area of growth, with homeowners investing in gardening tools and outdoor furniture. Both online and offline channels are witnessing growth, with offline sub-segments, such as big-box retailers and shop relationships, continuing to dominate the market.
Building maintenance, plumbing, home appliances, and instruments are other key areas of focus for DIYers and homeowners alike. In conclusion, while the European DIY home improvement market is poised for growth, the DIFM trend and the shift towards sustainability are influencing consumer behavior and market dynamics. DIYers are increasingly adopting a zero-waste lifestyle and sourcing eco-friendly materials, while professionals are turning to B2B suppliers for their needs. Both online and offline channels are witnessing growth, with a focus on building maintenance, plumbing, home appliances, and instruments.
The market forecasting report includes the adoption lifecycle of the market, covering from the innovator's stage to the laggard's stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.
Customer Landscape
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
Ace Hardware Corp. - Our company caters to the DIY home improvement sector in Europe by providing a range of retail products. These offerings encompass tools and building materials, specifically designed for gardening projects. By supplying these essential items, we enable individuals to undertake home improvement projects with confidence and efficiency. Our commitment to quality and expertise ensures that our customers have access to the best resources for their gardening endeavors.
The market research and growth report also includes detailed analyses of the competitive landscape of the market and information about key companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The market is witnessing significant growth due to the DIY movement, with more homeowners opting for DIY projects instead of hiring professionals for home purchases and renovations. Online stores and e-commerce platforms have made DIY materials easily accessible, including building materials, lighting, electrical work materials, tools and hardware, painting supplies, wallpaper and accessories, outdoor products, and even plumbing and appliance repair instruments. The trend towards a zero-waste lifestyle and reducing plastic waste is driving demand for DIY alternatives to disposable products, such as DIY un-paper towels, reusable snack bags, and DIY disinfectant wipes. Product safety, sustainability, and efficiency are key considerations for DIYers, leading to increased demand for non-hazardous chemicals and environmentally-friendly building materials.
The DIY market in Europe includes both offline and online sub-segments. Offline sales are dominated by big-box retailers and home improvement stores, while online sales are growing rapidly due to the convenience and accessibility they offer. DIYers value shop relationships and seek advice from experts in-store, while millennial homeowners are increasingly embracing a sustainable lifestyle and DIY projects as a way to save money and reduce their carbon footprint.
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Market Scope |
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Report Coverage |
Details |
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Page number |
94 |
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Base year |
2023 |
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Historic period |
2018-2022 |
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Forecast period |
2024-2028 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 4.23% |
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Market growth 2024-2028 |
USD 48.33 billion |
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Market structure |
Fragmented |
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YoY growth 2023-2024(%) |
3.47 |
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Regional analysis |
Europe |
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Performing market contribution |
Europe at 100% |
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Key countries |
Germany, France, UK, Italy, and Rest of Europe |
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Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
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Key companies profiled |
Ace Hardware Corp., BAUHAUS AG, BAUVISTA GmbH and Co. KG, EUROBAUSTOFF Handelsgesellschaft mbH and Co. KG, Groupe Adeo, hagebau connect GmbH and Co.KG, HELLWEG Die Profi Baumarkte GmbH and Co. KG, HORNBACH Holding AG and Co. KGaA, Intergamma BV, Kesko Corp., Kingfisher Plc, Lowes Co. Inc., Maxeda DIY Group, Mr. Bricolage Group, OBI GmbH and Co. Germany KG, REWE Group, Travis Perkins Plc, and Wesfarmers Ltd. |
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Market dynamics |
Parent market analysis, market growth inducers and obstacles, fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, market condition analysis for the forecast period |
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Customization purview |
If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
We can help! Our analysts can customize this market research report to meet your requirements. Get in touch
1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Distribution Channel
7 Market Segmentation by Product
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Trends
11 Vendor Landscape
12 Vendor Analysis
13 Appendix
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