Home Improvement in Western Europe

July 2021

Western European home improvement sales saw a clear spike in 2020. Coronavirus (COVID-19), and the measures taken to control its spread, contributed positively to sales in many countries in the region, given consumers were spending more time at home than usual, with many also having more time on their hands. Over the forecast period, home improvement will then return to recording similar performances to the generally stagnating annual growth rates seen in the run-up to 2020.

USD 1,325
Request More Information

Key Findings

Lack of DIY skills among younger consumers is hurting home improvement

The young adult population entering the home improvement environment today often lacks the necessary DIY skills to carry out major projects and is more likely to choose to outsource. The previous generation would have been taught these skills, but are now becoming part of a growing elderly demographic, thus less likely to carry out major projects. The shift in consumer behaviour is forcing manufacturers and retailers to evaluate new strategies to attract consumers.

COVID-19 drives one-off sales spike in 2020

The pandemic meant that consumers were locked down at home for extended periods during 2020, with some even being furloughed, and therefore having a lot of free time on their hands. And with other opportunities to spend their money, such as travel, eating out and entertainment, severely restricted, these circumstances combined to boost home improvement sales in 2020.

Dynamic e-commerce growth

Another consequence of the pandemic in the region was the strong increase in sales made through internet retailing in 2020. This was observed in all markets, none more so than the UK, where more than two thirds of retail value was generated through e-commerce in this year. However, in spite of the dynamic performance of online sales in 2020, home improvement and gardening stores remain the dominant channel in home improvement.

Stagnating growth rates over the forecast period

After Western Europe saw strong growth in 2020, sales in the region are expected to record stagnating performances year on year from 2021. As society reopens fully across the region, consumers will have less time for carrying out home improvements, and will be once again allotting more of their earnings to things like travel and other leisure pursuits, shrinking the budgets available for DIY projects.


Key findings

Regional Overview

Strong growth for Western Europe during the pandemic in 2020
Slowdown expected in forecast period after 2020 sales spike
Netherlands sees booming sales in 2020
Home paint a major “winner” in the pandemic’s boost to sales
Netherlands and Germany add most new sales over 2015-2020
COVID-19 disruption generally favourable for home improvement in 2020
Home improvement and gardening stores still dominate sales…
…but e-commerce gains significant share in 2020

Leading Companies and Brands

Fragmented home improvement market in Western Europe
Robert Bosch maintains its leading position in 2020
Germany the major revenue generator for most top 10 companies
Dulux moves back into third place in 2020

Forecast Projections

After the spike seen in home improvement sales in 2020…
…growth will be recording stagnating rates over the forecast period

Country Snapshots

France: Market Context
France: Competitive and Retail Landscape
Germany: Market Context
Germany: Competitive and Retail Landscape
Italy: Market Context
Italy: Competitive and Retail Landscape
Netherlands: Market Context
Netherlands: Competitive and Retail Landscape
Spain: Market Context
Spain: Competitive and Retail Landscape
Sweden: Market Context
Sweden: Competitive and Retail Landscape
Switzerland: Market Context
Switzerland: Competitive and Retail Landscape
Turkey: Market Context
Turkey: Competitive and Retail Landscape
UK: Market Context
UK: Competitive and Retail Landscape


If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page