New target groups in UK

Sales growth in the British DIY retail trade has amounted to 7.5 per cent annually over the past five years. By contrast, the country’s overall retail trade saw annual growth of no more than 3.5 per cent on average. According to information from the British Hardware & Housewares Manufacturers Association (BHHMA), growth in the household furnishings and fittings sector amounted to seven per cent. Market surveys are identifying couples, singles and multi-generational households as new emerging target groups. Women are playing an increasingly significant role, both as users of DIY products and as decision-makers when it comes to buying them.