DIY market in Poland
The term DIY (Do It Yourself) has become extremely popular. The time of the COVID-19 pandemic encouraged consumers to do not only house renovations but also everyday items. The Polish market for construction and DIY products (further referred to as the DIY market in Poland) recorded double-digit growth in 2020.
DIY market – what exactly does it include?
The term DIY has already entered our everyday language, and it means creating, altering, and repairing various items without the professional help of experts.
Usually, this term is associated with the market of renovation and construction, interior and garden goods. However, it is also used to define activities such as designing and making furniture and decorative accessories, repairing equipment, as well as handcrafts – e.g., sewing, knitting, crocheting, making jewellery or cooking.
One of the most distinctive features of the DIY market is seasonality. There is more interest here, especially in summer and winter. In summer, the sale of live plants, lawnmowers and garden plants increases. In winter, especially during the holiday season, the sale of all decorative elements related to decorating apartments and houses increases.
Dynamic development of the DIY market in Poland
All over the world, all DIY products noticed an increase in 2020, and this trend continues. It was estimated that the DIY market in Europe in the second half of 2021 would reach a value of EUR 21.6 billion, which means an increase of 3% compared to 2020. In Europe, the German market is the largest – in 2019, its value amounted to EUR 39.9 billion, which accounted for 23% of total sales in Europe.
In Poland, the value of the DIY retail market in 2019 amounted to PLN 36.3 billion. According to a study by GfK Polonia, Poles spent over PLN 50 billion on renovation and construction, interior and garden products in 2020. For an offer in the home improvement category, the average annual expenditure is EUR 183 per inhabitant. Sales in DIY stores in 2020 increased by 11%.
During this period, the turnover of DIY stores such as Castorama, Obi, Leroy Merlin and Polskie Składy Budowlane (Mrówka) increased, as well as of local warehouses and supermarkets. Many garden stores also flourished. Garden, tools, paints, kitchens and bathrooms saw double-digit increases in both online and brick-and-mortar shopping. The average time spent shopping also increased – by 10% compared to the time spent shopping in 2019.
DIY market – segmentation
The distribution market in the DIY segment consists of wholesalers and general construction warehouses, DIY hyper- and supermarkets, as well as specialist stores. This market is worth PLN 50 billion. New stores and supermarkets were also launched during the COVID-19 pandemic.
Castorama and Leroy Merlin are the leaders among DIY chain stores in Poland – they jointly account for 56% of the DIY market in Poland. Another 36% belongs to Obi, Mrówka and Bricomarche. The rest of the segment is complemented by Merkury Market, Bricoman, Majster, and Pszczółka.
In the category of general construction wholesalers and specialist stores, the PSB Group and SiecBudowlana.pl definitely dominate – together, they account for 31% of the market. Grupa Handlo-Budowa, Majster Budowlane ABC, Grupa 3W, SIG, Grupa PHMB, BIMS Plus, Onninen, and Grupa ABG have several percent of the market.
GfK Polonia estimates the number of all DIY stores operating in Poland at almost 13.4 thousand. Nearly half of the renovation and construction materials sale is located in villages and cities up to 20,000 residents. In the largest cities, with over 200,000 residents, only 16% of points of sale are located.
The leading DIY chains account for only 2.7% of the analysed points of sale, but their locations have access to over 42% of the market potential. The remaining 58% is for 13 thousand traditional points of sale – operating in the format of detail shops and wholesalers. The clear leaders are Castorama, which already has 85 stores in Poland, and Mrówka chain of the PSB group, located in poviat cities, which has 325 stores.
Author: Marta Dzienkiewicz
Remonty zamiast wakacji (Renovations instead of holidays), www.logistyka.rp.pl.
Boom w branży DIY w czasie pandemii Covid-19 napędza popyt na opakowania logistyczne (The boom in the DIY market in Poland during the Covid-19 pandemic drives the demand for logistics packaging), www.rotom.pl.
W pandemii najlepiej Polakom szły remonty (In the pandemic, renovations were very popular in Poland), www.rp.pl.
Castorama i markety DIY przeżywają oblężenie. Polacy remontują i urządzają mieszkania na potęgę. W 2021 roku ten trend się utrzyma (Castorama and DIY stores are under siege. Poles renovate and furnish flats to a great extent. This trend will continue in 2021), Zbigniew Bartuś, www.dziennikpolski24.pl.
Rynek dystrybucji materiałów budowlanych wzrośnie w 2020 r. (The construction materials distribution market will grow in 2020), www.chemiaibiznes.com.pl.
This text is not a complete market analysis that we do for our clients.
This publication contains only selected market information, which we can deepen and extend on an individual request.
Let’s talk about how market research can help your business to grow!