Private label has a strong position in home improvement, with brands from the main DIY retailers, B&Q, Homebase and Wickes, being amongst the leading players in most categories. Due to the relative importance of the home paint category, Akzo Nobel with Dulux and Hempel with Crown were also amongst the leading players. All of these players maintained or gained share in 2012.
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The fact that consumers have ‘traded up’ in many categories within home improvement has somewhat masked the underlying story. This trend has propped up the value in the category, but this is very much a short-term trend and this is not a sustainable solution. That said, there is some light at the end of the tunnel. With energy bills continuing to rise and consumers becoming increasingly aware of the benefits of an energy efficient house, consumers are becoming more and more willing to invest in streamlining their homes. This is supported by the government, which has initiated incentives for efficient houses. Two categories that stand to benefit in the future from this shift are electrical supplies and wooden flooring. Efficient electrical supplies are the fulcrum of efficient lighting, with premium fittings offering vast savings. Underfloor heating is a very popular way for consumers to become more energy efficient and is no longer seen as an expensive luxury. Wooden flooring and tiling best support this form of heating and carpets not only suffer from their inadaptability but have also become fashionably less popular. Manufacturers are in a good position to avail of this opportunity. Consumers on the whole are still very unaware of the benefits of energy efficiency in the home and especially of the potential savings. Manufacturers and retailers would both do well to highlight these benefits to consumers to stimulate demand.
Home Improvement Market ResearchAnalyse key trends and developments in United Kingdom for all product categories, competitors and channels.
Product coverage: Bathroom and Sanitaryware, Decorating Sundries, Floor Covering, Hand Tools, Hardware, Home Paint, Kitchen Sinks, Other Home Improvement, Power Tools, Wall Covering.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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