Home Improvement in the Netherlands

PROSPECTS

The DIY consumer drives sales, however, a growing investment in professionals for home improvement threatens future growth

DIY boosts growth in home improvement in 2019, with the Dutch landscape having a substantial consumer group interested in DIY, who like to renovate, fix and build things around the house. These consumers dedicate their own time while saving costs through not hiring a professional, driving the bulk of revenue to home improvement retailers.

As less new homes are built, home improvement will be negatively impacted over the forecast period

Due to a court ruling by the Council of the State in May 2019, the Dutch government are required to reduce nitrogen emissions in the country. As a result, the government has been unable to grant building permits to the same amount of projects that it usually would.

Convenience, cleanliness and affordability drive sales in other floor covering, whereas carpets and tiles continue to decline

While overall sales of floor covering only increased slightly in 2019, other floor covering and wooden flooring recorded healthy growth, at the expense of carpets and floor tiles, with other floor covering recording the healthiest growth across home improvement. As well as being expensive, floor tiles are increasingly considered outdated.

COMPETITIVE LANDSCAPE

Private label players perform well, benefiting from DIY consumers who often look for ways to renovate or maintain their homes while saving on costs

Private label continued to perform well in home improvements in 2019. This is due to consumers perceiving private label players to offer good quality-price ratios, similarly to that of brands that are for sale at high price points.

PPG Coatings Nederland and Akzo Nobel Decorative Coatings lead home paints, benefiting from strong reputations and discounted prices

PPG Coatings Nederland BV and Akzo Nobel Decorative Coatings BV retained their leads in home paint in 2019. Both players benefit from having a wide distribution network, having very well established and trusted products, profiting from high brand awareness.

Intergamma retains its lead through the strength of its private labels, as third-placed player Mohawk Industries leads the floor covering landscape

Intergamma retained its lead in home improvement in the Netherlands in value terms in 2019, maintaining healthy growth with its private label lines Karwei and Gamma. Although Karwei has been focusing less on home improvement and more on home furnishings, this did not negatively affect its sales.

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