DIY And Gardening in France
Euromonitor International's DIY And Gardening in France 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.
Get immediate access to strategic market analysis when you buy reports online
Tables: 37 | Publication date: Oct 2007
Why buy this report
- 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
Home owners seek to add value while saving money
While gardening sales suffered due to poor weather conditions, DIY (Do It Yourself) and home improvement sales increased steadily over the review period, sustained by strong construction activity and by the eagerness of customers seeking to add value to their homes. The market was also boosted by France’s poor economic performance, as French DIY enthusiasts looked to save money by taking on their home improvement projects themselves. In addition, the increasing difficulties in finding professional companies to undertake projects such as plumbing has prompted many people to learn DIY skills so that they may do the work themselves.
A market characterized by product diversity and discount prices
Manufacturers and retailers responded to these trends by developing and introducing new products that addressed customer needs. Manufacturers introduced products with ergonomic features and tools that simplified and made projects more easy. Customers are now prepared to do the work themselves but they also want to enjoy the experience. Retailers have assisted their customers by collaborating with manufacturers to provide training sessions. As well, retailers developed partnerships with small local professional companies to assist DIY enthusiasts with some of the specific DIY problems they face.
In the race to introduce new products into the market, DIY retailers are increasingly sourcing large portions of their offerings from low-cost countries, often to the detriment of product quality. However, the subsequent decline in retail prices has provided customers with access to new technologies. Customers’ search for state-of-the-art products at the best prices has also led to an increasing number of counterfeit products appearing in the market.
Distribution primarily in the hands of large chain retailers
The development of the DIY and gardening market has been made possible by the France’s specialised retail system. Large grocery stores hold a small market share while DIY and gardening centres, located in city suburbs, are attracting an increasing proportion of the market. Leroy Merlin and Castorama have proven successful because their customers feel they can find everything they need under one roof and they are provided with relatively good levels of service and advice. Most DIY customers now shop in small independent stores only for emergency purchases or when they’ve forgotten something during their visit to the home improvement centres. Recently, customers have been successful using the internet as a market research tool, and it’s predicted that internet sales and direct selling will emerge as the two most significant retail channels over the few next years.
No single manufacturer stands as the market leader
The DIY and gardening market remains very fragmented and it is supplied primarily by relatively small manufacturers. Most large manufacturers operate in other sectors, and it’s in these other sectors that they generate most of their revenue. Bosch, for example, is present in the automotive market, being one of the leading suppliers of electronic parts. Legrand France, on the other hand, is one of the rare larger companies predominantly present in the retail market, even as the company develops its presence in large public and industrial markets.
Future performance continues to look bright
To most market experts, the future performance in the sector looks bright, particularly as baby boomers begin reaching their retirement age with good levels of purchasing power. As well, the wide geographical coverage of DIY and garden centres still provides opportunities for smaller formats in city centres and rural zones that will help answer proximity demand.
Table of contents
DIY AND GARDENING IN FRANCE : MARKET INSIGHT
EXECUTIVE SUMMARY
Home owners seek to add value while saving money
A market characterized by product diversity and discount prices
Distribution primarily in the hands of large chain retailers
No single manufacturer stands as the market leader
Future performance continues to look bright
KEY TRENDS AND DEVELOPMENTS
DIY and gardening markets are influenced by changing French perceptions
DIY retailers battle discounters’ success
Service has become as important as products
Demographic and social trends support sector growth
Environmental issues and weather conditions could affect sales
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 - FRANCE
BOSCH FRANCE, ROBERT - DIY AND GARDENING - FRANCE
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Bosch France: Key Facts
Summary 3 Bosch France: Operational Indicators, 2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Bosch France: Competitive Position 2006
CASTORAMA FRANCE SAS - DIY AND GARDENING - FRANCE
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Castorama France: Key Facts
Summary 6 Castorama France: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Castorama France: Competitive Position 2006
GAMM VERT SA - DIY AND GARDENING - FRANCE
STRATEGIC DIRECTION
KEY FACTS
Summary 8 GAMM Vert: Key Facts
Summary 9 GAMMA Vert: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 GAMM Vert: Competitive Position 2006
LEGRAND SA - DIY AND GARDENING - FRANCE
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Legrand France: Key Facts
Summary 12 Legrand France: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Legrand France: Competitive Position 2006
LEROY MERLIN - DIY AND GARDENING - FRANCE
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Leroy Merlin France: Key Facts
Summary 15 Leroy Merlin France: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Leroy Merlin France: Competitive Position 2006
DIY IN FRANCE
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 FRANCE
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