DIY And Gardening in Poland
Euromonitor International's DIY And Gardening in Poland 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: 32 | 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
Improved economy drives DIY market
Since joining the EU, the Polish economy has been experiencing a very dynamic economy growth. A significant drop in the unemployment rate, a considerable increase in salary and, as a consequence, higher disposable income has improved customers’ confidence. In addition to easily accessible bank loans, Polish consumers have been undertaking on a large scale long-awaited home improvements or investments in a new properties. These factors have had a strong affect on the DIY market, which has had a surprisingly large growth in sales. This sales growth reflects the potential of the significant Polish market of 38 million customers and ranks Poland among the most promising DIY markets in the world.
Poles discover gardening
More and more Poles decide to have their own garden spaces. A significant shift in interest in gardening can be observed whether it comes to a balcony or to a house with a garden or an allotment. Polish “gardening” has modified its definition from a small area of cultivation to a place for enjoying time, relaxing and having close encounters with the natural environment. Interestingly, gardening is not only associated as a hobby for pensioners, it has become a modern trend among all age groups. This trend is strongly enhanced by popular magazines and TV shows, which advise how to run and keep a modern garden; they have created a new fashion for well-kept gardens and for leisure in natural green surroundings.
Finishing and energy-efficient products in demand
Windows and doors were the best performing products in 2008. The impressive sales growth has been attributed to two trends occurring in the Polish DIY market. Over 300,000 new flats have been built, which is a large number. The dynamic housing sector has created a strong demand for materials to be used for finishing original investments. Products such as windows, doors, ceramic tiles and wall coverings have been in relatively high demand. The most popular investments and renovations conducted by customers were connected with energy-saving improvements. As windows are responsible for losing almost 30% of home energy, many customers have replaced old ones with new, energy-efficient modern windows. These trends together have had a strong impact on the sales growth in the windows and doors sector.
Polish production, foreign distribution chains
The Polish DIY and gardening market is dominated by domestic producers. Polish companies such as Opoczno S.A., Cersanit S.A. or Fakro Sp. z o.o. are clear leaders in their particular sector. Many international companies such as Bosch, Henkel or Viessman also perform very well. In terms of distribution, the international DIY retail chains such as Castorama or Leroy Merlin play a great role. What is more, retailers who have already introduced a large number of modern DIY stores, plan further extensive expansions to claim greater market share.
Great potential, steady sales growth
The economy has a strong impact on the DIY and gardening sector. Despite being in relatively good shape, the Polish DIY market might be affected by the world financial crisis, mostly by the worsening credit conditions for construction purposes and the limited access to mortgages. With limited income and lower credit ability, consumers will hesitate before deciding on home improvements and investments, which will harm demand for DIY products. On the other hand, Poland’s housing deficit currently amounts to almost 1.6 million housing units. In the future the deficit will trigger growth for building materials as well as for the finishing products sector. What is more, all investments connected to organising the EURO 2012 European Football Championship will affect sales growth in the DIY and gardening sectors, which, despite the current financial turmoil, allows hope for a bright future of further growth.
Table of contents
DIY AND GARDENING IN POLAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Improved economy drives DIY market
Poles discover gardening
Finishing and energy-efficient products in demand
Polish production, foreign distribution chains
Great potential, steady sales growth
KEY TRENDS AND DEVELOPMENTS
Boom in the real estate market boosts sales
DIY stores – the latest hit on the polish market
NEW APPROACH TO GARDENING
Current Impact
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 - POLAND
ARMATURA KRAKóW SA - DIY AND GARDENING - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Armatura Kraków S.A. : Key Facts
Summary 3 Armatura Kraków S.A. : Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
BARLINEK SA - DIY AND GARDENING - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Barlinek S.A. : Key Facts
Summary 5 Barlinek S.A.: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
CERSANIT SA - DIY AND GARDENING - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Cersanit SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Cersanit SA: Competitive Position 2008
FAKRO SP ZOO - DIY AND GARDENING - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Fakro Sp zoo: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
SNIEZKA SA - DIY AND GARDENING - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Sniezka S.A. : Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
DIY IN POLAND
HEADLINES
TREND
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 10 New Product Launches 2007- 2008
SECTOR DATA
Table 8 Sales of Gardening by Subsector: Value 2003-2008
Table 9 Sales of Gardening by Subsector: % Value Growth 2003-2008
Table 10 Gardening Company Shares 2004-2008
Table 11 Gardening Brand Shares 2005-2008
Table 12 Sales of Gardening by Distribution Format: % Analysis 2003-2008
Table 13 Forecast Sales of Gardening by Subsector: Value 2008-2013
Table 14 Forecast Sales of Gardening by Subsector: % Value Growth 2008-2013
DIY IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 11 New Product Launches 2007- 2008
SECTOR DATA
Table 15 Sales of DIY by Subsector: Value 2003-2008
Table 16 Sales of DIY by Subsector: % Value Growth 2003-2008
Table 17 DIY Company Shares 2004-2008
Table 18 DIY Brand Shares 2005-2008
Table 19 Sales of DIY by Distribution Format: % Analysis 2003-2008
Table 20 Forecast Sales of DIY by Subsector: Value 2008-2013
Table 21 Forecast Sales of DIY by Subsector: % Value Growth 2008-2013