DIY And Gardening in Australia
Euromonitor International's DIY And Gardening in Australia market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Tables: 39 | Publication date: Jan 2009
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Executive summary
Tough times for DIY and Gardening
The overall DIY and gardening market fell in 2007 compared to 2006, then recovered well in 2008. The DIY sector was harder hit than the gardening sector. Prior to 2007 the gardening industry had been contracting due to drought and water restrictions, and the trend towards smaller outdoor spaces per household meant that consumers turned away from gardening. In that period the DIY industry had been growing but growth had begun to slow each year.
Too rich for DIY
The most important factor behind this slowing growth and finally in 2007 the decreased sales in the DIY industry was the increase in DIFM (Do-It-For-Me) away from DIY. This trend has been increasing for several years as consumers felt more affluent due to a growing economy choosing to consume more and more luxury products and services. The traditional DIY shows on TV were increasingly replaced with programmes showing professional interior designers and their teams remodelling people’s homes. Why DIY when you can pay someone to do it for you? This desire for the high life culminated in 2007. However in 2008 the advent of the global financial crisis saw the reversal of this trend back towards the simple life, back towards DIY and gardening, boosting sales in both sectors.
The rise and rise of the Outdoor Room
The fastest growing sectors over the last two years were garden structures and barbeques. This reflects the ever increasing popularity in Australia of the ‘outdoor room’. Due to a number of factors including the drought, smaller outdoor spaces and smaller houses, people are moving away from the traditional large backyard and lawn, to smaller backyards that function as an extension of the house. Instead of buying lots of plants, lawn mowers and garden care products, people are buying gazebos, pergolas, conservatories, paving, outdoor furniture and barbeques, making their backyard / courtyard / balcony into an additional living space.
Saving the planet is good for business
The DIY and gardening industry in Australia is a relatively mature, slow growing industry. Competition is strong, and there is a lot of choice in the market for consumers. There is however a big area of the market that is not yet very competitive, with a lot of room for growth. This area is environmentally responsible products such as recycled building materials, energy saving and green energy producing products, and low or no VOC products. Consumers are becoming increasingly environmentally conscious, and are making purchasing decisions based on environmental impact. The opportunities for innovation in this area are endless, and now is the time for businesses to get into this growing market.
Rocky road ahead
Over the next year or two consumer demand in all areas of discretionary spending is expected to decrease due to the global financial crisis. This is bad news for the DIY and gardening industry. On the positive side is that with people spending more time at home and watching their spending, they may be more inclined to DIY home and garden projects rather than call in the experts. If retailers advertise the savings and advantages to consumers of doing DIY themelves, they have a better chance of keeping sales buoyant. After this period once the economy recovers it is expected that slow growth will resume in most sectors, with the potential for faster growth in environmentally sustainable products.
Table of contents
DIY AND GARDENING IN AUSTRALIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Tough times for DIY and Gardening
Too rich for DIY
The rise and rise of the Outdoor Room
Saving the planet is good for business
Rocky road ahead
KEY TRENDS AND DEVELOPMENTS
Urbanisation
Global financial crisis closes consumers’ wallets
Return to the simple life
Frugal trend grips households
Environmental awareness
MARKET DATA
Table 1 Sales of DIY and Gardening by Sector: Value 2003-2008
Table 2 Sales of DIY and Gardening by Sector: % Value Growth 2003-2008
Table 3 DIY and Gardening Company Shares 2004-2008
Table 4 DIY and Gardening Brand Shares 2005-2008
Table 5 Sales of DIY and Gardening by Distribution Format: % Analysis 2003-2008
Table 6 Forecast Sales of DIY and Gardening by Sector: Value 2008-2013
Table 7 Forecast Sales of DIY and Gardening by Sector: % Value Growth 2008-2013
DEFINITIONS
DIY and gardening
DIY
Building materials
Hardware
Electrical supplies
Hand tools and accessories
Power tools and accessories
Paint/home decorating
Wall/floor/window coverings
Plumbing/heating/cooling
Millwork/doors/windows
Kitchen and bath products
Other DIY
Gardening
Horticultural goods
Garden structures
Gardening equipment
Garden care
Other gardening
Barbecues
Summary 1 Research Sources
LOCAL COMPANY PROFILES - AUSTRALIA
GUD HOLDINGS LTD - DIY AND GARDENING - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 GUD Holdings Limited: Key Facts
Summary 3 GUD Holdings Limited: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 GUD Holdings Limited: Competitive Position 2008
HILLS INDUSTRIES LTD - DIY AND GARDENING - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Hills Industries Ltd: Key Facts
Summary 6 Hills Industries Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Hills Industries Ltd: Competitive Position 2008
HUSQVARNA AB - DIY AND GARDENING - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Husqvarna AB: Key Facts
Summary 9 Husqvarna AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Husqvarna AB: Competitive Position 2008
MAKITA CORP - DIY AND GARDENING - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Makita (Australia) Pty Ltd: Key Facts
Summary 12 Makita Corporation: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Makita Corporation: Competitive Position 2008
TORO CO, THE - DIY AND GARDENING - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 The Toro Company: Key Facts
Summary 15 The Toro Company (worldwide): Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 The Toro Company: Competitive Position 2008
DIY IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 17 New Product Launches 2007- 2008
SECTOR DATA
Table 8 Sales of DIY by Subsector: Value 2003-2008
Table 9 Sales of DIY by Subsector: % Value Growth 2003-2008
Table 10 DIY Company Shares 2004-2008
Table 11 DIY Brand Shares 2005-2008
Table 12 Sales of DIY by Distribution Format: % Analysis 2003-2008
Table 13 Forecast Sales of DIY by Subsector: Value 2008-2013
Table 14 Forecast Sales of DIY by Subsector: % Value Growth 2008-2013
GARDENING IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 18 New Product Launches 2007- 2008
SECTOR DATA
Table 15 Sales of Gardening by Subsector: Value 2003-2008
Table 16 Sales of Gardening by Subsector: % Value Growth 2003-2008
Table 17 Gardening Company Shares 2004-2008
Table 18 Gardening Brand Shares 2005-2008
Table 19 Sales of Gardening by Distribution Format: % Analysis 2003-2008
Table 20 Forecast Sales of Gardening by Subsector: Value 2008-2013
Table 21 Forecast Sales of Gardening by Subsector: % Value Growth 2008-2013