The lockdowns benefited the DIY market, which grew 13% in 2020, with online sales doubling and the arrival of new, younger DIYers, according to an industry report released Tuesday.
Read also: The French enthusiasm for DIY is not waning
Unsurprisingly, the confinements have made the French more sensitive to their housing, and allowed the DIY market to reach 34 billion euros in 2020, despite a year of roller coaster, reported Inoha (industrialists in the sector) and the FMB (Federation of DIY stores) at a press conference.
At the first confinement in March 2020, the closure of shops dropped the turnover of DIY supermarkets by 48% in March and 51% in April, over one year.
But as soon as the stores reopened, consumer demand boosted sales by 24% in May and 30% in June.
New consumers turned to the circular economy
The market has gained new handymen who discovered themselves during confinements,
" said researcher Juliette Lauzac, of FMB / Inoha, citing figures "
out of the ordinary
These new consumers are young, in the 18-30 age group
”, and “
are more oriented towards the circular and responsible economy, towards the second hand so as not to overconsume, they turn more to rental and repair rather than buy,
”explains Mathieu Pivain, president of the FMB.
The most spectacular increase concerns online sales: they jumped 111% for large retail outlets, over the whole of 2020. Retailers present exclusively online had a 14% market share, against 70% for retailers. supermarkets, such as Leroy Merlin, Weldom and Bricoman.
The market benefited from a particularly favorable economic situation with the obligation to stay at home, the maintenance of resources, the increase in the time available and the postponement of expenses such as travel or leisure.
The massive use of teleworking has also reinforced the importance of interior design.
Read also: Kingfisher takes advantage of the appetite of the French for DIY
New consumers or not, the lack of visibility into the future due to the situation has led to small interior work being favored over large construction sites: the hardware, paint and tool departments have made the most progress.
The activities of craftsmen fell by 9% in 2020. The federations are not afraid that the expected end of confinements will stop the desire for DIY from the French.
When all the businesses reopened in 2020, we noticed a slight decline but the brands have not completely lost their customers,
” says Mathieu Pivain.