Lockdown encouraged many consumers to take on home improvement projects, both large and small, in 2020. Even after the spring lockdown, this trend persisted throughout the year in the Netherlands.
In 2020, more consumers engaged in smaller projects that they were happy to tackle without professional assistance. Therefore, this activity drove growth in floor covering, hand tools and home paint in 2020.
In 2020, e-commerce saw massive growth in the Netherlands. Due to the lockdown, consumers realised that they could purchase many products easily online.
Home improvement’s current value rate of growth is set to slow by much in 2021, but still remain on a positive trajectory. Because of the expected lockdowns in 2021, home improvement is still set to benefit from consumers having more time to take on projects.
Forecast growth is expected to be especially driven by floor covering. Floor covering benefits from being seen as a smaller project, allowing consumers to often undertake such projects by themselves (especially with easy to install laminated flooring).
In light of the boom of e-commerce, home improvement and gardening stores will have to focus more on improving the consumer experience and omnichannel capabilities in order to keep up in the forecast period. This means retailers will be likely to focus on customer education, either through online videos or in-store demonstrations, in the forecast period.
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Understand the latest market trends and future growth opportunities for the Home Improvement industry in Netherlands with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Home Improvement research and analysis database.
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