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European do-it-for-me trend collapses in 2019

An unexpected collapse of the do-it-for-me (DIFM) trend, as opposed to do-it-yourself, has been registered by the European Home Improvement Monitor. In the survey from the fourth quarter of 2019, the DIFM share has dropped to 34.8 per cent while in comparison, the DIY share of home improvement projects has risen to 65.2 per cent. In the year before, the relationship of DIFM to DIY was still divided into 37.5 per cent to 62.5 per cent. The currently measured level is the same as that of the year 2015.

However, the USP Marketing Consultancy, which operates the monitor in eleven countries in Europe, expects that the previous trend to more DIFM projects will continue in the long term. They explain the latest collapse as being due to increased prices for these services caused by the lack of tradesmen. In addition, they say that DIY stores have understood how to motive and empower the younger generation, whose DIY skills have become increasingly lacking in recent years, into carrying out home improvement projects by themselves. The fact that this generation moves home more often and at the same time has little cash available has strengthened this tendency. However the fact that DIY stores are offering more and more assembly services is said to have a positive effect on the DIFM trend in the long term.

The market researchers also have misgivings about whether the published figures reflect an average value on a European level. The situation often looks quite different in individual countries. In France for example, 75 per cent of projects are carried out by DIYers themselves, while in Italy and Spain this is only the case for around half of projects.

|16 April 2020 | 14:19


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