Europe's most sustainable DIY stores

(PresseBox) ( MA Rotterdam, )
Having a sustainable image has become more important for manufacturers and retailers in the DIY market. Most of them describe their view on sustainability on their website and sometimes on their products and with their in-store communication too. Therefore the theme of the European Home Improvement Monitor in Q1 was sustainability. The research, conducted by USP Marketing Consultancy, investigated how consumers look at various sustainability aspects: are they willing to pay for sustainability labels, what materials do they consider to be sustainable, and what energy saving measures are they taking in the short term? Next to this we asked consumers in 13 countries which DIY store is, in their opinion, the most sustainable. These questions were asked to 3,000 consumers in the European Home Improvement Monitor in the period February to April.

Leroy Merlin and Bauhaus stand out on sustainability

The European consumers were asked the question: "In your opinion, which DIY-store is leading in their offering of sustainable products and materials?" Brico, B&Q, Castorama and GAMMA are all on top of the list in one country (respectively, Belgium, U.K., Poland and The Netherlands). Leroy Merlin and Bauhaus really stand out from the other DIY retailers since they both are on the first position in three countries.

Furthermore, it is remarkable that a significant part of the consumers were not able to answer (between 27% and 52% answered don't know). In the countries with a high percentage "don't know", the DIY retailers have not yet succeeded to strongly position themselves as a sustainable store.

The European Home Improvement Monitor

The European residential new build market currently has limited growth potential. Due to the economic recession the new build volumes have dropped dramatically. The renovation and refurbishment sector on the other hand has become relatively important and it is expected its importance will grow. There is a lot of information available about the DIY market and the renovation market in the professional segment. However, there's no source that gives insight in the size of the total home improvement market, so both jobs done by consumers and professionals, and the main trends in this market. The European Home Improvement Monitor is the first research that monitors the market size and main trends in the European home improvement market on a continuous basis.

Each month 1.000 successful interviews are conducted across Belgium, Germany, France, Italy, Poland, Spain, the Netherlands and the United Kingdom. In addition, the regions Scandinavia and Austria-Switzerland are also included in the research. This means that 12.000 interviews are conducted among European consumers on a yearly basis. The results from this research are reported in on a quarterly basis and show the development of the market in terms of purchase volume and purchase channels. Furthermore, each quarter in-depth insight is given in topics which are actual in the market.
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