GLOBAL HOME IMPROVEMENT Report 2018
Foreword We are pleased to be introducing the first section of the 2018 global report for DIY and Home Improvement. Previously, we fully updated the Global Home Improvement Report for quicker, more efficient and easier access to key information. For the 2018 release, and with the help of EDRA/GHIN Members, we focused on data quality and accuracy improvements. To accomplish this the statistics for the 2018 report have been confirmed by EDRA/GHIN where possible, and compared with the statistics released by other statistic offices. We hope this new edition of the Global Home Improvement Report helps you in taking greater advantage of DIY market opportunities. Ralf RAHMEDE, General Manager, FEDIYMA John HERBERT, General Secretary, EDRA GHIN Audrey VAN DEN BERG, Market Analyst, in charge of the 2018 Home Improvement Global Report 3
Contents Section 1: Global Analysis This section aims to provide an overview of the global DIY market : Global market size evolution Main regions: market sizes, evolution, average DIY expenditure per capita Main DIY national markets National average DIY expenditure per capita Focus on an DIY markets Section 2: Countries DIY Competitors, Northern America DIY Competitors M/S 319 Bn This section provides 2-page synoptic information for the major 53 % 251 238 2013 2014 2015 2016 2017 Av. exchange rate VS for 2017: 0,88698 In 2017 USD depreciated EUR (-) VS EUR (-) In 2017 USS depreciated 743 52 776 33 158 975 HOME DEPOT World Population (2017 - M) 743 7 633 Evolution 2005-2017 (last 12 years) 10% 10% 17% Demographics million people GDP (PPP based) per capita (2017 - K ) 52 776 319 DIY market (2017 - Bn) DIY market evolution 2016-2017 33 158 168 52 776 319 18 442 606 975 226 976 79 8 7 8 61% Housing 8 live in cities 6 Urban population % (2018) Home ownership % (2014) Human Development Index (HDI) - 2015 6 69% 8-0,9 0,8 0,9 0,7 own their home Fediyma Global Home Improvement Report 2018 - Copyright Feydima vzw - Copies are not allowed Stine Curtis Lum Hancock L Valu Hom Friedman Marvin's Jerry's Buchheit Higginbot City Mill Builder's Hardware Stone's Ritter Lum Total DIY Other cha Total DIY Tractor Supply 0% LOWE'S ACE HARDWARE MENARD'S TRACTOR SUPPLY TOTAL DIY CHANNEL Top 10 Competitors million people Retailer Owner 2 0 1 6 Sales ( M) Stores sqm * 1,0 0 0 Home Depot Home Depot 78 262 2 0 1 7 Sales ( M) 81 968 44% 1 980 19 131 9 662 4 285 Lowe's Lowe's 54 685 55 667 30% 1 740 18 050 10 374 3 084 Ace Hardware Cooperative 10 659 9 565-10% 4 418 3 733 845 2 562 Menard's Menard's 8 585 8 870 305 3 264 10 702 2 718 Ev. M/S Av. sqm TO /sqm ( ) Sourc e Tractor Supply Tractor Supply 6 442 6 436 0% 1 685 2 504 1 486 2 570 Sears Sears 8 650 8 870 1 002 11 860 11 836 748 8 Do it best Cooperative 2 736 2 736 0% 1% 3 800 2 660 700 1 029 live in cities Harbor Freight Tools Harbor Freight Tools 2 625 1 1% 1 700 1 889 1 544 84 Lumber 84 Lumber 2 555-1% 211% 750 3 000 3 406 True Value True Value 1 823-9% 769 2 333 2 586 1 993 1% 900 250 4 311 2 371 550 6 Other chains 5 656 6 090 8% 4 471 3 667 820 1 661 own their home Total DIY channel 182 587 187 205 100% 24 862 69 689 2 803 2 686 Other channels 128 255 131 499 310 841 318 704 Total DIY market 20 20 Country name Menard's Lowe's 2 686 2 570 976 Economics DIY expenditure per capita (2017 - ) chains in the country: 2016 and 2017 sales, number of stores, 2 718 975 976 Detailed information Current prices - exchange rate $ VS : 0,88698 Atwood s Ra Ace Hardware -10% 226 52 776 84 Lumbe True Valu Sherwin-W Northern Sutherlan Orchard S Bubble size: 2017sales DIY expenditure per capita per ( ) capita ( ) DIY expenditure Harbor Freig +1 % VS 2016 3 084 2 562 GDP per Capita ( ) Population (M) On Page 2 you will find information on the Top 10 DIY retail sqm 4 285 +0 % VS 2016 Currency: US Dollar (USD) 2 803 Top 5 Year-on-year evolution Home Depot Key indicators population, GDP, DIY market, DIY average expenditure Top 5 Average T/O / sqm Last 5 years Last 5 years (2012/2017) (2012/2017) 2012 10 702 1 486 TRACTOR SUPPLY TOTAL DIY CHANNEL +34% +34% Retai 10 374 845 ACE HARDWARE MENARD'S Lowe's 30% Last year Last year (2016/2017) (2016/2017) 275 262 + + 319 311 Total sales, Bn DIY markets, in decreasing order of market size. Home Depot 44% Home De Lowe's Ace Hardw Menard's Tractor Su Sears Do it best 9 662 LOWE'S Ace Hardware DIY Market size evolution % of worldwide DIY sales On page 1 you will find the key indicators at a glance : Top 5 Average size of a store HOME DEPOT Tractor Supply Others 1 Menard's OE Fediyma Global Home Improvement Report 2018 - Copyright Feydima vzw - Copies are not allowed and total sales surface. For Countries with more than 10 DIY retail chains, a comprehensive table is included. We added 4 countries in comparison to last year. These countries are : Thailand, Indonesia, Malaysia and the Philippines. Section 3: Major DIY Groups This section focuses on the major groups in the DIY market at a worldwide level. More details are provided for the Top 10 through a 2-page overview: T/O evolution, global market share evolution, countries of operation, retail chains At the end of the document, information is provided about the main DIY groups and money conversion. 4
Contents (detailed) Methodology Page 7 Section 1: Global Analysis Global overview Page 12 Top 10 DIY national markets Page 14 Main national DIY markets Page 16 DIY average expenditure by country Page 17 Focus on America Page 18 Focus on Page 19 an DIY markets Page 20 Focus on Eurozone countries Page 21 Status of an countries regarding EU and Euro Page 22 Section 2: Countries (listed in alphabetical order) Argentina Page 99 Australia Page 42 Austria Page 60 Belgium Page 89 Brazil Page 72 Bulgaria Page 127 Canada Page 31 Chile Page 80 China Page 82 Colombia Page 105 Croatia Page 123 Czech Republic Page 97 Denmark Page 66 Finland Page 77 France Page 39 Germany Page 28 Greece Page 115 Hungary Page 109 Iceland Page 131 Indonesia (new) Page 121 Ireland Page 103 Israel Page 84 Italy Page 44 Japan Page 33 Latvia Page 125 Lithuania Page 111 Luxembourg Page 129 5
Contents (detailed) Macedonia Page 137 Malaysia (new) Page 139 Mexico Page 62 Netherlands Page 86 New Zealand Page 70 Norway Page 74 Peru Page 107 Poland Page 55 Portugal Page 101 Romania Page 91 Russian Federation Page 49 Serbia Page 133 Slovakia Page 117 Slovenia Page 119 South Africa Page 47 Spain Page 52 Sweden Page 57 Switzerland Page 64 Thailand (new) Page 93 The Philippines (new) Page 113 Turkey Page 68 Ukraine Page 95 United Kingdom Page 35 Uruguay Page 135 Page 24 Section 3: Major DIY Groups Top 10 DIY Groups worldwide Page 142 THE HOME DEPOT Page 145 LOWE S Page 147 ADEO Page 149 KINGFISHER Page 151 BUNNINGS Page 153 MENARD S Page 155 OBI Page 157 BAUHAUS Page 159 SODIMAC Page 161 ACE HARDWARE Page 163 Main DIY Groups Page 166 Yearly average exchange rates Page 170 6
Total sales, Bn Methodology (1/3) Demographics and Economy In the country profiles, the general indicators are based upon national or international statistics. As follows : The source for the Total Population and the Population Growth is the United Nations Department of Economic and Social Affairs. The GDP per capita is PPP based (Purchasing Power Parity). This way of calculating takes the costs of living into account. The datasets come from the IMF (International Monetary Fund). The Human Development Index (HDI) is a composite statistic of life expectancy, education and per capita income indicators, which are used to rank countries in terms of human development. Data is provided by the United Nations Development Programme. The % of Urban Population comes from the United Nations (World Urbanization Prospects). The % of Home Ownership is not available for all the countries. It comes from different sources : an countries: Eurostat Russian Federation: Statcan / Federal State Statistic : US Census Bureau Japan: Statistics Bureau of Japan China: Beijing University of Social Sciences Turkey: Turkish Statistical Institute Brazil: INEG Brazil DIY market sizes Sales to consumer (Net Sales) Most global market sizes are our own estimates, drawing upon a variety of sources : data directly provided by the retailing companies, external surveys or press information. Please note that in some cases, the 2016 market size has been updated according to new information and may not be equal to 2016 market size published in the previous issue. 6 1 Demographics 3 Detailed information Currency : Euro (EUR) 2 Germany World Population (2017 - M) 82 743 7 633 Evolution 2005-2017 (last 12 years) 1% 10% 17% Economics GDP (PPP based) per capita (2017 - K ) Current prices - exchange rate $ VS : 0,88698 44 726 33 158 52 776 18 442 DIY market (2017 - Bn) 38 166 303 588 DIY market evolution 2016-2017 1% 4% DIY expenditure per capita (2017 - ) 465 224 927 77 Housing 38 Bn % of worldwide DIY sales Key indicators Germany 7% % of DIY sales 23 % Population (M) 36,2 36,1 DIY Market size evolution Urban population % (2018) 77% 7 8 61% Home ownership % (2014) 5 69% 8 - Human Development Index (HDI) - 2015 0,9 0,8 0,9 0,7 36,6 Germany 82 1 2 743 37,1 4 37,9 38,3 2012 2013 2014 2015 2016 2017 3 GDP per Capita ( ) 33 158 44 726 52 776 Fediyma Fediyma Global Home Global Improvement DIY Report 2017 Report - Copyright 2018 - Copyright Feydima Feydima vzw - Copies vzw are - Copies not allowed are not allowed 6 Germany 5 224 82 million people 77% live in cities +1% Last year (2016/2017) +6% Last 5 years (2012/2017) DIY expenditure per capita ( ) 4 5 465 5 own their home 28 927 7
Methodology (2/3) Retailers sales figures In order to make this document a better decision-making tool, we specify the source of the sales figures we mention in the document. We used the following code, in decreasing order of data relialibility: 1 : Corporate information (either Annual Reports or information directly provided by the company) EM: Data provided by EDRA/GHIN Members : information coming from Dähne Verlag 2017 survey (www.daehne.de) OE : Our Estimate. This information may not be conform to reality. It is a mere estimate of the sales figure when no data is available. For 2017, 59% of global T/O is based upon Corporate Information, 2 come from Dahne Verlag, 11% from EDRA/GHIN members and 7% upon our own estimates. Please note that this code only refers to the 2017 sales figure. In many cases, the 2016 sales figure is already known, so the source may be different for the 2016 sales figure and the 2017 sales figure. When unknown, the 2017 sales figure is estimated taking into account the following information, DIY Competitors, Germany according to their availibility: 2016 sales 2017/2016 total surface change 2017/2016 national market size change Former year-on-year increase or decrease of this retail chain. DIY Competitors M/S 7 864 OBI Obi 17% 11 675 BAUHAUS Bauhaus 17% 6 498 TOOM / B1 sqm Others 3 10 722 HORNBACH Hagebaumarkt 11% Stores and surfaces Top 5 Average size of a store 2 Toom / B1 Hornbach 1 11% 5 575 HAGEBAUMARKT 4 232 TOTAL DIY CHANNEL Top 5 Average T/O / sqm -6 % VS 2016 Top 5 Year-on-year evolution Bubble size: 2017 sales Hagebaumarkt 1 971 Both number of stores and total sales surface can also 1 130 2,8% +2 % VS 2016 1 735 Hornbach 1, Toom / B1 Bauhaus 0,6% 0,0% 1 294 1 040 1 032 come from different sources. Obi -1,9% Please note that in some cases, the source may differ For instance, for one retailer, the sales figure may be 2 Top 10 Competitors from the specified source for the 2016 sales figure. Retailer Owner 2 0 1 6 Sales ( M) 2 0 1 7 Sales ( M) Ev. M/S 1 Stores sqm * 1,0 0 0 Av. sqm TO /sqm ( ) Sourc e Obi Tengelmann 3 189 3 129-1,9% 17% 352 2 768 7 864 1 130 Bauhaus Interbauhaus 3 120 3 119 0,0% 17% 154 1 798 11 675 1 735 OE Toom / B1 Rewe 2 236 2 250 0,6% 1 333 2 164 6 498 1 040 our own estimate whereas the number of stores is Hornbach Hornbach 2 040 2 071 1, 11% 98 1 051 10 722 1 971 Hagebaumarkt Hagebau/cooperation 1 908 1 961 2,8% 11% 341 1 901 5 575 1 032 imparted on the company s website. Globus Globus 1 374 1 440 4,8% 8% 89 773 8 690 1 862 Eurobaustoff Eurobaustoff 985 994 0,9% 377 581 1 541 1 711 Bauvista Cooperative 786 784-0, 4% 393 635 1 616 1 235 Hellweg Hellweg Group 678 692 2,1% 4% 90 712 7 916 971 Krämer Family owned 282 295 4,6% 218 231 1 062 1 275 1 669 1 709 0,7% 9% 924 1 644 4 768 1 015 Total DIY channel 18 268 18 444 1,0% 100% 3 369 14 259 4 232 1 294 Other channels 19 617 19 807 1,0% 37 885 38 251 1,0% In general, when the total sales surface is unknown, it is estimated from the average surface of comparable retail chains in the same country. Other chains Total DIY market Fediyma GlobalFediyma Home Improvement Report 2018CopyrightFeydima Feydima vzw - Copiesare are notallowed allowed Global DIY Report 2017 - Copyright vzw - Copies not 29 8
Methodology (3/3) Money conversion In order to consolidate data at a worldwide level, all sales figures are converted into Euro. The evolution of exchange rates makes it difficult to compare year-on-year evolution between Eurozone and no-eurozone countries. For instance, a country whose currency appreciated against Euro will seem to grow faster when converted into Euro than in local currency unit. Definitions Sales figures are sales to consumers (net sales). In this study, the overall size of the DIY market is estimated through consumer sales (net sales excluding VAT) and by adding all DIY groups net sales. Sales surfaces are stated in sqm By «Other channels» we mean the following channels: Builder s merchants, timber merchants, hardware stores, garden centers, rural equipment stores. Food retail is excluded from this survey. Some Department Stores in the US are reported in this survey, but only their DIY sales are included. Warning The global results are general estimates only and are based on the accuracy and completeness of the data collected, with the level of accuracy varying from one company to another. In particular, some data for sales figures, number of stores or total sales surfaces are only estimates carried out subsequently, and are only illustrative. This study does not take into account professional networks, small independent retailers, general store departments, hypermarkets and supermarkets and sales by pure-players on the Internet (Amazon, Mano- Mano, Alibaba, etc.). The data generated by this tool does not create a legal or contractual obligation for FEDIYMA or EDRA/GHIN. FEDIYMA and EDRA/GHIN accept no responsibility for any errors, omissions or misleading statements in this report and no responsibility is accepted as to the standing of any company, company or individual mentioned. 9
Section 1 Global analysis
Global overview 2017 DIY average expenditure per capita NORTHERN AMERICA 919 #1 Northern America 335 Bn #2 168 Bn EUROPE AFRICA 226 103 #5 Africa/Middle East 15 Bn LATIN AMERICA ASIA 34 27 #4 Latin America 17 Bn #3 Asia/Pacific 56 Bn Note : the average expenditure per capita is based upon the total population of the countries included in this Report, not on the total population of the whole region. For instance in Africa/Middle East only 3 countries are included in the Report. 2017 DIY sales Market size evolution Latin America Africa/ Middle East Northern America 24% Asia/Pacific 9% 0% 4% Asia/Pacific - - 28% Latin America 8% Northern America 57% Africa/Middle East 1% 54% 2016-2017 2012-2017 12
Bn Global DIY overview Global DIY market evolution 519 517 530 547 574 589 2012 2013 2014 2015 2016 2017 Compared growth rates: DIY market and GDP GDP : Current international $ / Source: IMF Global DIY Market: / FEDIYMA estimate *2016 Increase of x% partly due to different sources for sales net estimations and to the add of 4 new countries. 4,7%* 2,1% 2, 2, 3, 1,8% 1% 1,7% 2,6% -0,4% 2013 2014 2015 2016 2017 Global GDP Global DIY Market 13