DIY And Gardening in Canada
Euromonitor International's DIY And Gardening in Canada 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.
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Tables: 34 | Publication date: Sep 2007
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- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
DIY; Gardening
Executive summary
Another good year for DIY and gardening
Canada’s strong underlying economic conditions provided a favourable environment for consumer spending on DIY and gardening products in 2006. The good times for Canada's economy are expected to continue beyond 2006, buoyed to a large degree by the country's booming petroleum and commodities sector. According to the Conference Board of Canada, the economy is projected to grow by around 3% per year in 2007 and 2008.
Baby Boomers enjoy getting their hands dirty
The prevailing demographic trends in Canada helped to support growth in the gardening sector. These include an ageing population; an increase in consumer leisure time; household cocooning; and an increase in the number of empty nesters. The impact of these relevant demographic factors was an increase in gardening both as a pastime and as a means of beautifying the home. Despite the fact that many Baby Boomers are entering their retirement years in better shape than their parents, interest in gardening may fall off into the forecast period as the aches-and-pains of old age intensify.
A new source of disposable income - the family home
With the average selling price of homes in Canada's major markets approaching the C$300,000 mark in 2006, many Canadians turned to their homes as a source of new-found disposable income. Money borrowed against the rising value of the house was often used for renovation purposes, which was a key factor in the strong DIY sales seen during the review period. Although this type of financing is expected to remain popular during the forecast period, it will likely moderate. Average housing price increases in Canada are likely to fall to 6% in 2007 and 3% in 2008.
Appealing to female DIYers
Women played a much more important role in deciding how to allocate the estimated C$43.5 billion spent on renovations and home improvement projects in 2006. Both manufacturers and retailers are tapping into to this growing trend and are adjusting their product lines, retail formats and service offerings. Marketing to women will play a key role in supporting market growth in the future, and is already a visible tactic as seen in television shows about home remodelling that are aimed solely at the female audience.
And then there were five
Canadian Tire, Rona, Home Depot and Home Hardware make-up almost half of all DIY and gardening retail sales in Canada. However, in 2007, these retail giants will face a new competitor, which has proven successful in taking on Home Depot in the US market. US-based Lowe’s is entering the Canadian market with 6-10 stores planned for the Greater Toronto area by January 2008. Depending on how quickly Lowe’s expands beyond the Toronto market, its full impact in Canada is not likely to be felt for another 3-5 years.
Table of contents
DIY AND GARDENING IN CANADA : MARKET INSIGHT
EXECUTIVE SUMMARY
Another good year for DIY and gardening
Baby Boomers enjoy getting their hands dirty
A new source of disposable income - the family home
Appealing to female DIYers
And then there were five
KEY TRENDS AND DEVELOPMENTS
Let the good times roll
Canada’s booming housing market drives DIY and gardening sales
Flip this house
Women - the new driving force behind DIY projects
MARKET DATA
Table 1 Sales of DIY and Gardening by Sector: Value 2001-2006
Table 2 Sales of DIY and Gardening by Sector: % Value Growth 2001-2006
Table 3 DIY and Gardening Company Shares 2004-2006
Table 4 DIY and Gardening Brand Shares 2004-2006
Table 5 Sales of DIY and Gardening by Distribution Format: % Analysis 2001-2006
Table 6 Forecast Sales of DIY and Gardening by Sector: Value 2006-2011
Table 7 Forecast Sales of DIY and Gardening by Sector: % Value Growth 2006-2011
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - CANADA
LEE VALLEY TOOLS LTD - DIY AND GARDENING - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Lee Valley Tools Ltd: Key Facts
Summary 3 Lee Valley Tools Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
ONWARD MANUFACTURING CO LTD - DIY AND GARDENING - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Onward Manufacturing Co: Key Facts
Summary 5 Onward Manufacturing Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
RONA INC - DIY AND GARDENING - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Rona Inc: Key Facts
Summary 7 Rona Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Rona Inc: Competitive Position 2006
SICO INC - DIY AND GARDENING - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Sico Inc: Key Facts
Summary 10 Sico Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
WEST FRASER TIMBER CO LTD - DIY AND GARDENING - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 West Fraser Timber Co Ltd: Key Facts
Summary 12 West Fraser Timber Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 West Fraser Timber Co Ltd: Competitive Position 2006
DIY IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 8 Sales of DIY by Subsector: Value 2001-2006
Table 9 Sales of DIY by Subsector: % Value Growth 2001-2006
Table 10 DIY Company Shares by Retail Value 2004-2006
Table 11 DIY Brand Shares by Retail Value 2004-2006
Table 12 Sales of DIY by Distribution Format: % Analysis 2001-2006
Table 13 Forecast Sales of DIY by Subsector: Value 2006-2011
Table 14 Forecast Sales of DIY by Subsector: % Value Growth 2006-2011
GARDENING IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Gardening by Subsector: Value 2001-2006
Table 16 Sales of Gardening by Subsector: % Value Growth 2001-2006
Table 17 Gardening Company Shares by Retail Value 2004-2006
Table 18 Gardening Brand Shares by Retail Value 2004-2006
Table 19 Sales of Gardening by Distribution Format: % Analysis 2001-2006
Table 20 Forecast Sales of Gardening by Subsector: Value 2006-2011
Table 21 Forecast Sales of Gardening by Subsector: % Value Growth 2006-2011