New report shows Europeans are doing it for themselves

Kingfisher, the home improvement retailer whose businesses include B&Q and Castorama, has unveiled its first European Home Report, a survey of 15,000 householders’ attitudes to home improvement. Covering eight European countries, the report provides unique insight into consumer and home improvement trends.


Key Highlights:

■ 9 out of 10 households across Europe undertake home improvement projects
■ Home improvement is a bigger priority than holidays
■ Increasing a property’s value only comes 5th in a list of reasons to carry out home improvement. ‘Refreshing’ the home comes top
■ Internal painting and decorating is the number one home improvement activity
■ 52% of householders plan to live in their home for at least 10 years
■ 35% of respondents say they buy home improvement products online

The survey shows that home improvement is a clear priority for consumers across Europe, ranking ahead of holidays in terms of people’s spending priorities. 9 out of 10 householders say that they undertake some sort of work on their home, with two thirds of households planning to spend the same or more on home improvement in the coming year.

Increasing the value of the home came only fifth in a list of reasons to carry out home improvement behind wanting to refresh the home; wanting to live in a comfortable home; having to adapt due to changing family needs and deciding to improve rather than move. This reflects the economic environment with people increasingly viewing their house as a home, rather than a financial instrument.

More than half (52%) of householders plan to live in their home for at least 10 years, a clear sign of the “improve, don’t move” trend.

Throughout the countries surveyed, householders are adapting their homes for children living with the family longer or to accommodate elderly relatives. They are also responding to changes in technology to make it easier to work from home as well as altering the areas they use for entertaining. The research also suggests that consumers across the continent are putting more emphasis on time spent at home as lifestyles and working patterns change and that they are adapting their accommodation to allow more leisure activities (40%), entertaining (39%) and also working from home (23%). Consumers across most of Europe list their top home improvement activity as internal painting and decorating. Other top choices include renewing home furnishings, followed by upgrading a kitchen or bathroom.

Ian Cheshire, Group Chief Executive of Kingfisher plc, commented: “This report provides a unique snapshot of the way Europeans view their homes today. What is clear is that the home really is where the heart is for consumers across Europe. Households are planning to spend the same or more on home improvement in the coming year, but their motivations have changed. The “do it up and sell it on” property ladder approach that was evident in some countries during the economic boom years has moved towards a more emotional emphasis on creating a better home in order to enjoy a better quality of life.”

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