The Federation of DIY Stores (FMB) has just unveiled the results of an IFOP survey on consumer trends in French in terms of improvement work and home improvement. A survey that highlights consumers' dreams and constraints.
Still a strong attachment to housing
The French retain a special attachment to their accommodation, which they live as an essential area of well-being: 90% of those questioned consider that in times of crisis, getting along well in your accommodation is fundamental. Housing is lived as a stable refuge where it is important to recognize oneself: the house must be in our image, reflect our personality. Current housing improvement and development projects top the priority projects for the past two years, ahead of the savings that one would expect to be higher in this context of crisis and social tension. A third of French people still claim to give priority to housing work, confirming the stability of the phenomenon: housing is and will remain priority expenditure.
Do-it-yourself, a heavy trend
Always a sign of a strong attachment to housing, the strengthening of "do it yourself" remains a strong trend. Half of the people questioned consider that the person in charge of the works in their accommodation is an "experienced handyman" and 80% declare that it is "important and pleasant to do things with their hands". Searching for information from multiple sources therefore becomes a means of strengthening this personal expertise: asking for advice from a loved one (cited by 45%), a professional (42%), a store salesperson (39%)…
Concerns about the crisis
Development work is therefore a priority and 83% of French people declared having carried out improvement or development work on their accommodation in the last two years. In the next two years, this figure will drop to 71%, perhaps a sign of a reduction in budgets, an inability to plan or commit to the long term. In fact, two thirds of those questioned feel that their purchasing power has decreased in the past two years and more than 8 in 10 people are worried about the future, especially among people aged 50 and over. , families and socio-professional categories C (workers). There therefore seems to be an undeniable tension between the expressed aspirations of the French and the economic reality in which they find themselves.
When asked about the benefits they expect from the work carried out in their accommodation, the most cited element is the achievement of energy savings: "essential" for 33% and important for 96%. This desire fits well in the context of personal savings research associated in part with a sustainable development perspective (10% believe that having more environmentally friendly housing is essential). The aspiration to save energy is very marked in the list of works that the French "dream" of carrying out, regardless of any material constraint: insulation and thermal comfort, while they were low on the list of work actually carried out over the past two years, a very strong sign of a clear awareness of the benefits of such projects. But these same works often represent a heavy prior financial investment, which hampers the outlook: if insulation remains at the top of the projects that the French wish to carry out in the next two years for 17%, thermal comfort drops further down in the list (13%).
The conclusions for DIY professionals
Faced with this reality subject to strong economic constraints, the various players in the DIY world (tool manufacturers, DIY stores, etc.) will have to support the French in different ways: by developing economic offers for purchase or usage, by proposing solutions that respect the environment, by supporting the less experienced DIY enthusiasts and by meeting the expectations of advice via all channels: stores, sellers, Internet…
The first survey on the French and work
This survey, entitled "French consumer trends in housing development", is the first conducted by the FIFG on this specific topic. The study took place from August 20 to 24, 2012 with a representative national sample of 1000 French people over the age of 18, with a guaranteed representativeness via the quota method. The works taken into account are the following: decoration, garden, storage, floor coverings, insulation, plumbing / electricity, thermal comfort, modulation of space, security, others.