Post-recession growth

The British DIY and garden market has regained its momentum, according to the market research company GfK. A continued improvement in the economy and consumer confidence, combined with favourable spring and autumn weather conditions, led to growth across all major DIY and gardening sectors in 2014.Decorative, pre-decorative, garden care, tools and garden tools all saw increased volume demand and value spend over the previous year and, with improved consumer confidence, this situation could be set to improve further. GfK's survey of consumer confidence in January 2015 revealed that around a quarter of consumers are likely to spend large sums of money on home improvements in the coming year.Total DIY value sales grew three per cent and gardening ten per cent. A wet winter led to increased sales of products designed to clean or repair water damage, with sales of high pressure cleaners growing by 36 per cent and of damp proof paint by 25 per cent. A warmer, sunnier spring led to a positive start to the garden season with growth for garden chemicals (+15 per cent) and lawn seed (+11 per cent) as well as increases for exterior coating materials.

The way consumers are buying products continues to develop, say the market researchers at GfK. Online sales reached new heights in December 2014, accounting for 25 per cent of all consumer durables. The growth rate online is almost four times higher than offline in the key category of power tools and consumers' buying patterns are changing too, with a price premium approaching GBP 20 for a multi tool online.Sara Lynn Smith, GfK senior account manager, presented some key drivers and trends seen across the DIY and gardening market at Totally DIY/Totally Tools in Coventry in mid-February. "Economy, sunshine and vogues: drivers & trends in DIY/gardening" was the title of the session in the programme of events at the show.She says that "positive indicators, from low unemployment levels to increased consumer durables spend, are not only exciting economists, but also translating into increased optimism in the general populace. Although in terms of GDP we have emerged from the recession, our behaviour patterns remain altered, with continued focus on entertaining at home. With salaries at long last beginning to pick up…