"Home Improvement in France" now available at Fast Market Research

In 2014 home improvement suffered predominantly from the sluggish housing market. New housing acquisition in France fell by 5%, whilst transactions for old properties increased only slightly, to 720,000 units. As a direct consequence, there were fewer home improvement activities related to renovation and moving-in. The value decline, however, was slower than in 2013, thanks to the positive value performance of home paint and slower declines for wall covering, floor covering and decorating sundries.

Competitive Landscape

Combined private label accounted for the highest value share in home improvement in 2014, with a 20% share of value sales. This was mainly generated by the sophisticated product lines from key specialist retailers (Leroy Merlin, Castorama and Mr Bricolage), which most French households deem as being reliable. With the exclusion of private label retail brands, the top five home improvement brands in 2014 were Dulux (home paint), Grohe (bathroom and sanitaryware), Bosch (power tools), Gerflor (floor covering) and Black & Decker (power and hand tools).

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Industry Prospects

Most trade sources agree that the demand for home improvement in France will only recover when the housing market improves. Despite the enforcement of new legislation, the Pinel law, from late 2014 (to curb the damaging effects on property investments caused by the earlier Alur/Duflot law), the housing market is not expected to fully recover until 2016-2017, mainly due to a prevailing lack of confidence and the "wait-and-see" attitudes of market players. Accordingly, home improvement is only expected to recover from 2016.

Home Improvement Market Research

Analyse key trends and developments in France for all product categories, competitors and channels.

Evaluate the market position and financial performance of the leading national and international market players.

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