UK Decorative Products Market: One of the Better Performing DIY Subcategories

Date: 24-Apr-2013
Although the market has proved to be one of the better performing areas of DIY, retailers have still faced a number of challenges, in addition to the general problems provided by the housing market, weak confidence and squeezed disposable income. Consumer enthusiasm towards DIY tasks as a hobby in itself is waning, with fewer defining decorating as an enjoyable activity. Moreover, although during the recession consumers have proved willing to undertake tasks themselves as a way to save money, the longer term trend points towards a growing preference for hiring professional decorators.


Nevertheless, the report "The UK Decorative DIY Market to 2016" says decorative products will continue to prove less impacted by these trends than other areas of DIY. Decorating is generally viewed as an easier, more enjoyable activity than other DIY tasks and there is a clearer link made to the benefits and value it offers. Consequently, we believe decorating products will continue to account for a larger proportion of DIY sales.

[caption id="attachment_91074" align="aligncenter" width="300" caption="UK Decorative Products Market"]UK Decorative Products Market[/caption]


As a relatively cheap and easy way to refresh a home, paint has proved the best performing category. It has appealed to both consumers looking to refresh their surroundings without making a significant outlay and those that are hoping to move and want to add value to their properties for a minimal investment. Sales have also been boosted by high inflation, driven by VAT increases and greater sourcing costs.


Like paint, wallpaper offers a relatively cheap and easy way to refresh a home and sales have proved resilient.


However it is presently under-performing paint due to being perceived as a slightly more permanent and less fashionable option. We forecast that volumes will begin to improve post-2014 as consumers look to make bolder, more emphatic statements in new houses, while limiting expenditure.

Complete report @