The DIY market had an extraordinary year in 2020… like the French. The latter spent 3.6 billion euros more than in 2019 in stores and online. The sector recorded a turnover of 31 billion, up 13% over one year. A record whereas in the last ten years the growth oscillated rather between 1 and 2%.
Everything has combined to post such a score. ” DIY benefited from an energizing cocktail », Notes Juliette Lauzac, researcher for Inoha, a professional organization that represents manufacturers in the sector, and the FMB, Federation of DIY Stores. “ Many people stayed at home and wanted to improve their housing. Teleworking has also given rise to new needs to create an office area or better fit out an existing space. In addition, part of the expenses that could not be made for travel could be carried over to home improvement. », She describes. The confinements also gave increased importance to gardens and terraces.
Growing ManoMano
In this context, new buyers have appeared. “ Young people between 18 and 30 are more interested in DIY ”, notes the president of the FMB, Mathieu Pivain. “ Already existing do-it-yourselfers have developed new ambitions and embarked on larger projects that online tutorials have been able to play down. », Adds Juliette Lauzac.
Among the bestsellers are routers and planers (+ 26% in DIY superstores), intended for people who have already worked with wood. The place taken by the most novices is reflected, for its part, in the very important purchases of paint but also of wallpaper.
Products related to plumbing, kitchen or bathroom progress more slowly. It is indeed work requiring reflection and preparation. Priority has often been given to more immediate projects. Some references even saw their sales decline. Like everything related to locksmiths and security, like alarms. When we leave little, we equip ourselves less.
The various distribution channels have not progressed at the same pace. “Pure players” like ManoMano, who now represent 14% of the sector saw their sales grow by 84%. While those of large DIY stores (GSB) grew by 6.5% overall. But on the Internet, these show an increase of 111%! In total, they account for 70% of the market.
By the way, the GSB have greatly improved their turnover per square meter last year. And it is the local formats that are doing the best they can, with an 11% increase in sales. Trading, which in principle is aimed at professionals, is gaining ground with the general public.
For 2021, professionals believe that it is too early to decide, especially since the bases for 2020 are high. But last December, the market was still growing by 30%. And at the end of February 2021, sales were up 16%. The closure of stores larger than 10,000 square meters has a low impact overall.
An audience to retain
“ The energy improvement of the home is one of the favorable factors, as is the enhancement of “do it yourself” and the pot that the French have garnered. », Judge Juliette Lauzac. Among the potential brakes show the tensions on commodities and, of course, health hazards.
It will also be necessary to retain new consumers. ” The younger generations are more oriented towards the circular economy, second-hand products. They don’t want to overconsume. For brands to adapt », Remarks Mathieu Pivain. In particular by developing rental offers.
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