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.
Tables: 33 | Publication date: Oct 2009
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
Executive summary
Modest growth for DIY and gardening, but a slump in consumer confidence
In 2008 the overall performance of DIY and gardening was still positive as both sectors registered modest growth. There was a decline in consumer confidence in the second half of 2008 though as a result of the global financial crisis. This meant that higher priced and premium items came under pressure or showed more limited growth than previous years. In 2007, the Netherlands recovered from an economic downturn and consumer confidence was very high. In the first half of 2008 this trend continued. This meant that both DIY and gardening showed very different developments in the first half and the second half of 2008. This is also the reason why the overall sentiment is negative despite reasonable sales value development this year.
Internet starting to become a major influence
The internet is playing an increasingly important role in Dutch retail in general and DIY and gardening as well. The internet is now not only used to examine product and prices, it is also increasingly being used to make direct online purchases. Dutch consumers are also finding it easier to buy big ticket items, while before security worries held consumers back. Online shopping and price comparisons are not the only way the internet is a force to be reckoned with. Many of the major DIY and garden brands are starting to use this medium to educate and inform consumers about new products and advice them on the best products to use and how to use them.
Power tools and garden equipment performed well in 2008
One of the main reasons is that these two subsectors benefited most from the recovering economy in the first half of 2008. Another main reason is that these subsectors have a relatively high level of innovation. Battery-powered power tools and electrical garden equipment in particular are enjoying high popularity and larger DIY stores and garden centres made these electrical tools one of their focus areas. All these efforts have resulted in a higher than average growth. Garden equipment continues to be the highest growing subsector in gardening. Both Dutch men and women have discovered garden equipment as a subsector with lots of cool gadgets. As the garden is becoming an increasingly important additional living space, power tools for the garden in particular are enjoying popularity. Manufacturers of electrical garden equipment have been successful in producing more appealing and trendy power tools; design and functionality have become of equal importance.
Private label dominates DIY and garden products
Private label products remained the dominant force within Dutch DIY and garden products. Private label alternatives to branded products account for the vast majority of sales in the DIY and garden sector as the major DIY chains and garden centres are gaining share each year. These major chains are involved in heavy price competition and keeping prices low and profit margins reasonable is the priority of these chained retailers. Private label products are a major weapon in this competition and retailers put a lot of effort into strengthening the appeal of the retail brand in order to raise confidence in their private label ranges.
Economic uncertainty could spell trouble
Although a modest decline in sales value of DIY and gardening is the most likely scenario for the next five years, alternative, gloomier scenarios might also become a reality. At present the forecast for the Dutch economy is mildly positive as expectations are that the Dutch economy is in a good position to withstand the economic downturn. There are already some analysts and experts that warn an alternative scenario might unfold should many of the major world economies experience a long period of recession or even depression. This would probably throw a spanner in the works as the Dutch economy will be influenced by these negative developments. This will have a much more negative effect on DIY and gardening as many consumers will put off any work on their house and garden in order to save money.
Table of contents
DIY AND GARDENING IN THE NETHERLANDS : MARKET INSIGHT
EXECUTIVE SUMMARY
Modest growth for DIY and gardening, but a slump in consumer confidence
Internet starting to become a major influence
Power tools and garden equipment performed well in 2008
Private label dominates DIY and garden products
Economic uncertainty could spell trouble
KEY TRENDS AND DEVELOPMENTS
Uncertainty surrounding future Dutch economy
Demographic developments impacts consumer landscape packaging
Internet becoming substantial force in Dutch DIY and gardening
Large retail chains continue to dominate most retail sectors
DIY and garden retailers offer non-traditional products
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 - NETHERLANDS
AKZO NOBEL DECORATIVE COATINGS BV - DIY AND GARDENING - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Akzo Nobel Decorative Coatings BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 3 Akzo Nobel Decorative Coatings BV: Competitive Position 2008
DGN BEHEER - DIY AND GARDENING - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 4 DGN Beheer: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
INTERGAMMA BV - DIY AND GARDENING - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Intergamma BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 6 Intergamma BV: Competitive Position 2008
KINZO NETHERLANDS BV - DIY AND GARDENING - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Kinzo Netherlands BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 8 Kinzo Netherlands BV: Competitive Position 2008
KONINKLIJKE SPHINX BV - DIY AND GARDENING - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Koninklijke Sphinx BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 10 Koninklijke Sphinx BV: Competitive Position 2008
DIY IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 11 New Product Launches 2008
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 THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 12 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