DIY giant Kingfisher is to ramp up its eco agenda and give more attention to helping shoppers visualise how to do up their homes after carrying out a European home survey on 15,000 households.
Kingfisher group chief executive Ian Cheshire said two of the strongest themes to come out of the report were that shoppers wanted more help with design and also how important its eco credentials were.
He said: “Just one example is that we have launched a range of eco products in the UK that we were going to take into France but after finding out that the eco agenda is more important across Europe we will now launch the range wider.”
The Kingfisher European Home Report found four key themes – home improvement is about lifestyle, not adding value; everybody’s doing DIY no matter to what level; the internet is a key part of the research; and eco is going mainstream.
64% of Europeans plan to spend the same or more on their home in the next year, and Eastern Europeans are most likely to increase their spend.
35% do DIY at least once a month and 24% claim it is their hobby.
Germany is biggest in online buying of DIY products followed by the UK and Ireland. France is the lowest. In the UK, click-and-collect is a big trend.