EU DIY Home Improvers

EU DIY Home Improvers are a broad consumer segment across the European Union engaged in self-directed home maintenance, renovation, and improvement projects, spanning a wide range of ages, incomes, and digital behaviors. The European home improvement market contracted 3.5% in 2023 after extraordinary 35.4% cumulative growth between 2019 and 2022, reflecting post-pandemic normalization while omnichannel and sustainability trends reshape how consumers shop. Environmental concern is a strong psychographic driver across EU consumers, with 94% rating environmental protection as important and 78% saying environmental issues directly affect their daily lives.