Drew BarrettThe turnover of the sector amounted to over £10 billion in 2013. Two segments are present within this market: Do-It-Yourself (DIY), which corresponds to home improvement, and Gardening, which corresponds to gardening activities. DIY dominates the sector's turnover, with a market share of 72.5%.
DIY AND GARDENING IN THE UNITED KINGDOM: A MULTI-CHANNEL MARKET
The DIY and Gardening market in the United Kingdom is characterised by the separation of these two segments. There exist specialized DIY stores as well as specialized gardening stores: 59% of the establishments are oriented towards DIY, totaling approximately 2,070 stores. These stores are preferred by DIY enthusiasts and gardeners because they offer the latest product innovations. Purchases made at these stores are typically planned purchases, unlike impulse purchases commonly found in "general merchandisers." General merchandisers are independent stores that offer a variety of products including DIY and gardening items, totaling around 145 stores.
There are significant current trends in the DIY and gardening sector. Firstly, there is a strong focus on sustainability. The British population is particularly conscious of environmental issues, especially in their consumption of products from these sectors. The ecological movement, notably represented by associations within these sectors, holds significant influence. For example, B&Q, the largest British retailer of DIY and gardening products, has incorporated sustainability into its strategy and has received a green business label from the government.
Additionally, during times of economic crisis, interior and exterior decoration serves as a safe investment. Since DIY and gardening are highly responsive to the economic environment, British consumers prefer to spend their money on durable goods and equipment that will provide immediate benefits and longevity, rather than on ephemeral items.
The DIY and gardening market in the United Kingdom remains challenging due to its dependence on the macroeconomic environment. However, there are opportunities: the strong correlation between decoration and DIY activities, driven by their status as safe investments, can create export opportunities for companies operating in this sector and seeking to enter the UK market.
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