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Global Briefing

Home Improvement: Category Overview

Jul 2012

Price: US$2,000

About this Report

About this Report

The global economic downturn has hit the global home improvement market hard, with the North American market particularly weak. Many consumers have less money to spend, and with housing values declining in many places, they can no longer justify expenditure on home improvement as an investment that will add to the value of their home. On the other hand, a combination of urbanisation and income growth is driving strong growth in emerging markets, most notably in China.


What this report includes

  • Up-to-the minute analysis of the latest trends in the industry
  • New product development, forecasts and other themes
  • Unique graphics and illustrated case studies
  • Most recent brand and company news
  • New insight into the size and shape of the market

Why buy this report

  • Clear, concise powerpoint format makes it easy to digest
  • Leading industry opinion keeps you abreast of latest news and trends
  • Forward-looking outlook on a category, market or issue affecting the industry
  • Latest five year forecasts assess how the market is predicted to develop
  • Understand the competitive environment, the leading players and brands

Table of Contents

Table of Contents

Introduction

Scope

Key finding

Socio-economic Drivers

Emerging markets drive recovery, with China to the fore

Mortgage woes hamper demand in developed economies

Recession-hit consumers remain cautious

Income growth broadens middle class in emerging markets

Growth in household numbers a key dynamic

Urbanisation drives shift to apartment living in emerging markets

Environmental awareness coming to the fore in some markets

Other factors influencing demand for home improvement

Category Analysis

Overview: Floor covering and tools significant underperformers

Japan a key growth market for hand tools

Depressed US market weighs heavily on home paint

Akzo Nobel NV strengthens global leadership in home paint

After recessionary plunge, global sales of power tools stabilise

Consumers stick with tried-and-tested brands in power tools

Regional Analysis

As developed markets sag, emerging Asia and Latin America thrive

Home improvement market size

Austerity and euro woes weigh on Western European consumers

Top five growth markets: Asia leads the way

Urbanisation and stimulus spending make China key growth centre

Urbanisation, a young population and strong income growth in India

Brazilian boom shows signs of cooling as economy slows

Bottom five growth markets: US a huge drag on global growth

US housing crash drags down home improvement

Earthquake boosts sales in Japan, where demographics are key

UK consumers downsize their ambitions

Home improvement takes a beating in Spanish property crash

Fall off in remittances undermines Romanian market

Channel Analysis

DIY, home improvement and garden centres dominate retail

Internet retailing cannibalising bricks-and-mortar sales

Increased price sensitivity undermines sales by specialists in Italy

DIY megastores gain ground from independents in Russia

Regulations shelter independents from foreign competition in India

Forecast

American recovery and Chinese surge to boost global growth

Property prices key to future performance in home improvement

Economic recovery likely to release pent-up demand in the US

Overheating property market a risk in China

Can the potential of the Indian market be realised?

Repair and maintenance to drive growth in South Africa

Consumer sentiment likely to remain weak in Western Europe

Shrinking home sizes likely to hit home improvement growth

Environmentally friendly products edge towards the mainstream ?

Ranks of BRIC middle class consumers will continue to swell

Smartphones could transform home improvement shopping

Final conclusions: China slowdown to shift global growth

Final conclusions: Emerging markets still vital

Report Definitions

Data parameters

Product category definitions

Retail distribution definitions

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