DIY And Gardening in the Netherlands
Euromonitor International's DIY And Gardening in the Netherlands 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: 33 | 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
Increased consumer confidence has positive influence on DIY and gardening
Improved consumer confidence was the main reason Dutch consumers became less price sensitive in 2006. This increase in confidence was the result of the recovery of the economy and was a relief to the main players in DIY and gardening as it was a clear sign that DIY and gardening products were recovering. The price war in Dutch DIY and gardening retail was less fierce in 2006 and sales went up for the first time in years. Improved economic conditions will be one of the main drivers for growth in both sectors in the coming years, as consumers are likely to spend more money on home improvement in general.
Strong growth for most subsectors in DIY
Most subsectors in DIY showed strong growth making 2006 a good year for the DIY sector. The economic climate meant the Dutch consumers were more willing to invest money in home improvement. During the previous two years many consumers had put house maintenance on the back burner as they were unsure about their financial position. The economy showed improvement during the second half of 2005 and continued to do so in 2006. DIY managed to profit from this turnaround and increased in value during the same period.
Economy and warm weather good news for gardening
The long warm summer weather of 2006 was one of the contributing factors to the increase in sales of gardening products. The recovery of the gardening sector in the Netherlands followed a few years of disappointing performances. Inspired by the warm weather and improved confidence in the economy, Dutch consumers were ready to invest in home improvement and developing outside spaces. The garden as an additional room is a concept that was adopted by the Dutch over the past few years and this trend helped to improve sales of gardening products. More attention is given to the quality of garden products and items that have decorative qualities. In 2006 Dutch consumers were finally ready to purchase higher priced items.
Positive outlook for DIY, but unit prices remain under pressure
Things are looking up for DIY in the Netherlands although one should not expect dramatic changes in fortune for this sector. After the decline of the past few years the most likely scenario for the DIY sector is a modest improvement in sales value over the next few years. Dutch consumers are willing to invest in their homes again. Further improvements in the Dutch economy will help to boost the development of DIY over the forecast period. This is driven further by the increase in number of households and positive development of the number of new houses. It is not all good news though as the continued tough competition in Dutch retail will curb growth rates in value terms.
Things are looking up for gardening
After a very disappointing performance over the review period things are about to improve for gardening over the forecast period. The consensus within the industry is that gardening sales cannot get any worse and that over the coming years a modest overall increase in gardening products is the most likely scenario. The economic climate had a very adverse effect on gardening, but improved conditions will swing the pendulum the other way.
Table of contents
DIY AND GARDENING IN THE NETHERLANDS : MARKET INSIGHT
EXECUTIVE SUMMARY
Increased consumer confidence has positive influence on DIY and gardening
Strong growth for most subsectors in DIY
Economy and warm weather good news for gardening
Positive outlook for DIY, but unit prices remain under pressure
Things are looking up for gardening
KEY TRENDS AND DEVELOPMENTS
Improved economic conditions have a positive effect on consumer confidence
DIY and gardening superstores have major impact on traditional retail
Price war dies down
DIY and gardening retailers offer more and more non-traditional products
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
Summary 1 Research Sources
LOCAL COMPANY PROFILES - NETHERLANDS
AKZO NOBEL DECORATIVE COATINGS BV - DIY AND GARDENING - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Akzo Nobel Decorative Coatings BV: Key Facts
Summary 3 Akzo Nobel Decorative Coatings BV: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Akzo Nobel Decorative Coatings BV: Competitive Position 2006
HDB HOLDING BV - DIY AND GARDENING - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 5 HDB Holding BV: Key Facts
Summary 6 HDB Holding BV: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
INTERGAMMA BV - DIY AND GARDENING - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Intergamma BV: Key Facts
Summary 8 Intergamma BV: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
KINZO NETHERLANDS BV - DIY AND GARDENING - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Kinzo Netherlands BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 10 Kinzo Netherlands BV: Competitive Position 2006
KONINKLIJKE SPHINX BV - DIY AND GARDENING - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Koninklijke Sphinx BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 12 Koninklijke Sphinx BV: Competitive Position 2006
DIY IN THE NETHERLANDS
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 THE NETHERLANDS
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