Essential reading for retailers and suppliers in the home improvement market

Online sales of sealants limited but seeing growth amongst younger consumers

Published: 30 November 2018 - Fiona Garcia
 

The number of consumers that purchase sealants online is still small across Europe but has seen some steady growth amongst millennials and in countries like Germany and Poland.

The European Home Improvement Monitor (EHIM), which measures online buying and decision making for over 100 home improvement products, has reported that sales of sealants via the internet has been steadily growing in recent years, with some big differences between countries and generations.

Sealants are not a typical product that consumers purchase online. Traditionally most consumers buy this at their local DIY store, according to the EHIM, due to the fact that sealants are, in most cases, part of a larger basket of products that are needed for a home improvement project. Besides that, the product is often needed right away and, therefore, it is easier for most consumers to buy this in their usual DIY shop.

However, some differences have been flagged up between countries, with 7.8% of Polish consumers and 6.3% of German shoppers purchasing sealants online most often. Meanwhile, consumers in the Netherlands and Belgium hardly ever purchase sealants online, at 1.2% and 0.9% respectively. The UK market was above average, with 4.4% of consumers opting to buy sealant produucts online, however, this figure had come down from the 5.6% reported in 2016.
 
Looking at buying patterns of younger consumers, EHIM noted that, in general they have less experience and knowledge when it comes to home improvement, meaning their need for information on this is higher when they start a home improvement project. This is reflected in the share of millennial consumers that research online before purchasing a home improvement product and, in turn revealed that it is twice as likely that consumers in this age bracket would buy a sealant online compared with the 35+ age group.

The EHIM concluded that the group of consumers that that purchase sealants online differs from “the regular consumer” in that they are younger, have fewer skills and less knowledge about DIY products. For retailers looking for success in the category online, informative how-to-videos and social confirmation through recommendations are key in order to close the sealant sale online. 
 
The European Home Improvement Monitor is commissioned by USP Marketing Consultancy, and surveys 26,400 home improvement consumers across 11 European countries to gather key insights about the market and consumer behaviour.

 

 

Comments


(Your email address will not be published)
Already Registered?
Sign In
Not Yet Registered?
Register
Printable View E-mail Bookmark
*

What do you think?


How do you feel about the appointment of Boris Johnson as prime minister?


Latest reader comments

re: DIY inventor gets £100,000 investment for Wellitop

Gel
You're being optimistic expecting a response to a 9 year old story!...

re: DIY inventor gets £100,000 investment for Wellitop

Penny
Hi I live in Australia and am finding it really difficult to find somewhere on the internet to purchase wellitops. i manged to find one ...

re: Further Homebase closures ahead

Once a customer
good investigating diy week . There looks like will be more closures so will you keep us updated . Just seen Horsham closing so more than ...

re: Quick and easy wood treatment oil from Frogsuit

Beverley
Hi, please confirm if Frogsuit can be used on all external wood doors and sheds.RegardsBeverley...

re: Quick and easy wood treatment oil from Frogsuit

Chris - Frogsuit Ltd
Hi Arthur, thank you for your query. Depending on the product and the type of wood you may need to prepare the items prior to application. ...