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.
Tables: 35 | Publication date: Oct 2009
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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
Executive summary
Economic doom and gloom
Canada’s weakening economic conditions proved to be a challenging environment for the DIY and gardening industry in 2008. Economic pressures such as declines in export demand, falling commodity prices, uncertainty in stock markets and slower housing starts have all contributed to lower consumer confidence and modest declines in DIY and gardening retail sales in 2007 and 2008.
The renovation tax credit
The prevailing economic environment led to poor performance for the DIY and gardening sector in 2008. The Government of Canada is, however, coming to the rescue through fiscal and monetary policies. One of the measures announced in the 2009 Federal Budget was a renovation tax credit. This tax credit encompasses a wide variety of home improvement projects including some outdoor renovations. Although the maximum amount for this credit is only C$1,350, the fact that it can be used in conjunction with previously existing Federal Eco-Retrofit grants is sure to inspire households that may be contemplating a renovation project.
Canadians are investing in their kitchens and bathrooms
As confidence declines in the stock market, Canadians look to alternative, more stable investments that will still have a high yield. According to the Canadian Mortgage and Housing Corporation, the primary reason for renovation in 2007 and 2008 was to add value to the home. Kitchen and bathroom renovation was the consumer’s choice with ROI being somewhere between 75-100%. It was these preferences that drove kitchen and bathroom sales above the other product categories.
The titans clash
The market is still highly fragmented due to small and independent chains making up about half of the market share. Canadian Tire, Rona, Home Depot and Home Hardware make-up the other half of all DIY and gardening retail sales in Canada. Further, US-based giant Lowe’s entered the market in late 2008. This move makes the already competitive Canadian industry that much more intense.
The light at the end of the tunnel
Although economic outlooks in the short-term look bleak, the longer term still remains optimistic. The Canadian economy is slated for recovery somewhere between mid 2009 and 2010. Until then, sales in the DIY and gardening industry should be slightly off set by the Federal Tax incentive to renovate. The International Monetary Fund predicts that Canada’s economy will contract by 1.2 percent in 2009 and will expand by 1.6 percent in 2010.
Table of contents
DIY AND GARDENING IN CANADA : MARKET INSIGHT
EXECUTIVE SUMMARY
Economic doom and gloom
The renovation tax credit
Canadians are investing in their kitchens and bathrooms
The titans clash
The light at the end of the tunnel
KEY TRENDS AND DEVELOPMENTS
Canadians are not immune to pessimism
Canadians include renovations in their investment portfolio
Thinking outside the big box
Housing market down but not out
Canadians are going green.
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 - CANADA
CARTANNA INTERNATIONAL SALES INC - DIY AND GARDENING - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Cartanna International Sales Inc.: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
FIESTA BARBEQUES LTD - DIY AND GARDENING - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Fiesta Barbeques Ltd: Key Facts
Summary 4 Fiesta Barbeques Ltd: Number of Employees
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
LEE VALLEY TOOLS LTD - DIY AND GARDENING - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Lee Valley Tools Ltd: Key Facts
Summary 6 Lee Valley Tools Ltd: Number of employees
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
RONA INC - DIY AND GARDENING - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Rona Inc : Key Facts
Summary 8 Rona Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Rona Inc: Competitive Position 2008
WEST FRASER TIMBER CO LTD - DIY AND GARDENING - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 West Fraser Timber Co Ltd: Key Facts
Summary 11 West Fraser Timber Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 West Fraser Timber Co Ltd: Competitive Position 2008
DIY IN CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 13 New Product Launches 2008- 2009
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 CANADA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 14 New Product Launches 2008- 2009
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