DIY Market Study in France: Analysis and Outlook

The French DIY market is currently undergoing a major transition period. After years of exceptional growth driven by the COVID crisis and the rise of remote working, the sector is facing a significant slowdown that raises questions about its future prospects. As a specialist in market research in France, we have analysed all the available figures and share our conclusions with you. We see contrasting trends between promising segments and sectors in difficulty, in an uncertain economic context. Despite everything, 2025 looks better than 2024, but the DIY market remains under pressure.

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A market in correction after the post-Covid euphoria

Our study of the DIY market reveals a progressive normalisation after the boom of 2020-2021. The DIY sector in France posted revenue of €22.1 billion in 2024, down 4.3% on the previous year. This correction is part of a broader trend, with the entire home improvement market down 7.5% over 11 months.

This development does not constitute a collapse, however. The market remains well above its pre-pandemic level, with growth of more than 20% compared to 2019. Sector analysis shows rather a “soft landing” after a period of exceptional expansion fuelled by lockdowns and enthusiasm for home improvement.

Large DIY stores are cushioning the shock better than other distribution channels. Their positioning on maintenance and repair products enables them to maintain more stable activity in the face of household budget trade-offs.

Weldom is the only DIY brand showing growth in 2025. All the others posted negative performances over the past year.

DIY market: 2025 figures

In 2025, the French DIY and gardening market remains in a generally negative dynamic rooted in that of the non-food market, but shows signs of progressive stabilisation.

Overall analysis

For the DIY-gardening segment in mass distribution (GMS), cumulative annual revenue at the end of July 2025 stands at €3.6 billion, down 2.2% in value and around 2% in volume. In detail, DIY remains the most difficult segment, with revenue of €1.4 billion, down 5.2% in value and 4.7% in volume, while gardening and outdoor fittings reach €2.2 billion, showing near stability at -0.1% in value and stable volume. The gardening market is therefore more resilient than DIY.

From a cyclical point of view, 2025 is marked by several one-off weather effects that have helped support the DIY market

• Heatwave: episodes of high heat led to an explosion in sales of fans and air conditioners, with an increase of 218% in May-June and around 1.5 million units sold across all channels. Barbecues totalled around 2 million units sold over twelve months, up 9.1%.
• Mosquitoes: The anti-mosquito product segment appears to be one of the most dynamic drivers, with cumulative revenue of €53 million at the end of June 2025, up 15%, and the overall household insecticide market growing by €7 million, also +15% year-on-year. These performances nevertheless remain highly dependent on exogenous factors such as the weather or health concerns, and do not in themselves reflect a structural recovery.

Analysis by category

Category analysis highlights marked contrasts. We will return specifically to the gardening market in a dedicated article but already give you some keys to understanding in this paragraph.

Certain product families are clearly showing positive momentum in 2025:

• Plants and seeds: €1.11 billion in revenue with growth of +0.7% in value and volume
• DIY accessories and materials: €676m in revenue, up +1.6% in value and +1.7% in volume
• Outdoor fittings and camping items: €666m, up +2.2% in value and +2.6% in volume

These segments benefit directly from a refocusing of household spending on maintenance, immediate use and outdoor-related equipment, in a context where major projects remain deferred.

Conversely, several categories continue to fall sharply in 2025:

• Tools: drop of 16.7% in value and volume
• Lighting: drop of 6.4% in value and 5% in volume
• Traditional gardening: drop of 5.9%
• DIY and decoration: drop of 21.1% (non-essential and decorative purchases are clearly postponed)

These developments confirm the continuation of budget trade-offs unfavourable to durable or expensive equipment, in an economic environment that remains uncertain.

Analysis by distribution channel

Distribution channels confirm a slow but clear recomposition in 2025.

• Local stores: solid progress, with €159m in revenue and growth of +3.4% in value and +4.1% in volume
• E-commerce: €54 million in revenue, up +5.3% to +5.8% depending on indicators.
• Hard-discount: down nearly 9%
• Supermarkets: down around 1.6%

Analysis by distribution channel confirms that growth does not come from generalised “low prices”, but rather from practicality, availability and service. This is in line with the analysis we carried out on the future of store formats. We correctly predicted as trend no.1 the future of small-format local stores.

Analysis by brand

On the brand side, 2025 confirms significant performance gaps. The majority of major DIY players remain in decline, prolonging the trends observed in 2024, with significant drops among brands most focused on “projects”.

The notable exception is Weldom (which is also one of our clients 😉), the only major brand growing with €1.78 billion (+2.1%). This performance is part of a remarkable trajectory: +17% in 2022, +24% in 2023, then further progress in 2024. This success illustrates the importance of positioning and adaptation to consumers’ new needs.

Brands focused on “projects” suffer more in this context of real estate crisis and postponed works. Conversely, those positioned on maintenance and proximity are more resilient to market turbulence.

Finally, upstream in industry, market data available up to 2025 confirms a still tense situation. The average solvency index of companies affiliated to INOHA fell to 6.5 in October 2025 from 7.1 in 2023, and nearly 50% of companies in the panel are now classified as medium or high risk. This financial fragility limits investment capacity in innovation, industrial modernisation and upscaling, at a time when the market demands more sustainable, repairable and energy-efficient solutions.

In the end, 2025 appears as an advanced transition year rather than a restart year. The market remains downwardly oriented on most global indicators, but the contraction is less generalised than in 2024 and reveals clearly promising segments centred around:

• maintenance
• outdoor
• immediate use
• proximity
• digital.

The data analysed by our firm shows that demand has not disappeared, but remains highly constrained and selective, preparing the ground more for a progressive restart than for a rapid rebound.

50% of companies in the INOHA panel are classified as medium or high solvency risk.

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Why the DIY market is slowing down

Several factors converge to explain this less favourable DIY market dynamic. The real estate crisis is the first explanatory factor. With only 750,000 real estate transactions in 2024 compared to 935,000 the previous year, the “reservoir of projects” has mechanically contracted.

Household budget trade-offs represent the second determining factor. Between 27% and 29% of French people declare having given up or postponed work due to the economic context. This trend particularly affects insulation projects (27%), kitchen or bathroom renovation (28%), heating (29%) and major outdoor works (29%).

This shift towards postponement is reflected concretely in the sales structure. Spending is now concentrated on maintenance and repair rather than major projects. Interior paints and coatings are thus up 9%, while plumbing-bathroom-kitchen is down 5.1%.

Digitalisation: transformation lever

E-commerce now accounts for 5.3% of sales in large DIY stores, up 0.5 points. This gradual but real digitalisation is transforming the sector’s economic models. Brands are developing their online platforms and launching marketplaces to monetise their audience.

Kingfisher reports e-commerce at 19% of sales in France, with a marketplace accounting for 14% of Castorama’s online sales. These figures illustrate the acceleration of the digital transformation of the French DIY market.

Investments in retail media are also multiplying. Brands are creating their own advertising networks to capitalise on their traffic and customer data, opening up new growth drivers in a pressured market.

The health of the construction sector is an important underlying indicator for understanding the dynamics of the DIY market. Government grants for energy renovation in particular condition the health and growth of the sector.

The challenge of energy renovation

Energy renovation represents an annual market of €30 billion, constituting a major opportunity for DIY players. Leroy Merlin announces an additional effort of €100 million over five years to position itself in this segment, complemented by €50 million in training expenditure.

However, this market remains fragile in the face of regulatory uncertainties. Episodes of suspension of MaPrimeRénov’ create volatility and complicate investment planning. Brands are nevertheless developing customer support paths and forging partnerships with RGE specialists.

This focus on energy renovation is accompanied by rising environmental concerns. 74% of French people say they are influenced by energy labels, 61% by the repairability index and 51% by the Made in France label.

The fall in purchasing power has a direct effect on consumption patterns in the DIY market. Rental is becoming a future model: 60% of French people say they are ready to rent tools in the next six months, up 7 points in two years.

New economic models

Our analysis of the DIY market reveals the emergence of new uses. Second-hand and reconditioned products are gaining ground: 40% of French people had already bought at least one reconditioned product in 2023 in the DIY and gardening markets.

The usage economy is also progressing in intentions. 60% of French people say they are ready to rent tools in the next six months, up 7 points in two years. This development responds to economic logic: a drill is used on average only twelve minutes over its entire lifetime.

However, barriers persist. 38% of consumers do not think of rental, 37% prefer to own, 29% do not know where to rent and 29% fear damaging the product. These obstacles still limit the development of these new models.

Challenges in the upstream industry

Sector analysis reveals worrying tensions in the “New Habitat” industry chain. The survey conducted by Inoha among 230 affiliated companies shows a median revenue down 4.2% and average headcount down 10%.

Operating profitability stands at 5.1% in 2024, well below the 7% of the manufacturing industry. The average solvency index fell from 7.1 to 6.5, placing nearly 50% of companies in the panel at medium or high risk.

This financial fragility in the upstream industry could limit the sector’s rebound capacity. If demand picks up, manufacturers will have less means to invest in innovation, durability and supply chain security at a time when these issues are becoming crucial.

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2026 outlook and rebound opportunities

For 2026, the DIY-gardening market is heading towards a gradual and structured recovery. Our analyses of consumer behaviour show that the latter orient their choices according to several axes:

• usage value
• durability
• services
• energy performance

Consumerism has probably had its day. Financial reality is more present than ever.

We believe that segments related to maintenance, technical renovation and sustainable solutions should drive most of the growth. Digital and proximity channels will consolidate their role while segments more sensitive to heavy economic cycles will be the last to fully recover. In this context, the best-positioned players will be those who know how to combine competitive pricing, comprehensive services, hybrid formats and an offer centred on durability and energy efficiency, which corresponds exactly to the behavioural signals that the figures show as the most influential among French consumers.

A possible recovery in the real estate market is the main challenge for the future of the French DIY sector. A normalisation of real estate transactions would mechanically relaunch renovation and fitting projects.

Analysis by distribution channel leads us to anticipate that the winners will be brands that combine:

• price competitiveness
• proximity formats
• services
• support for energy renovation

Integration of expectations in terms of repairability, labels and reconditioned products is also becoming decisive for building more resilient models.

Frequently asked questions about the DIY market

What is the size of the DIY market in France?

The French DIY market represents €22.1 billion in 2024 for large DIY stores. Including all distribution channels, the overall home improvement market reaches around €38.5 billion. These figures place France among the leading European markets in the sector.

Why is the DIY market declining?

The decline is mainly explained by two factors: the real estate crisis which reduces the number of transactions and therefore renovation projects, and household budget trade-offs which postpone non-essential work. This situation remains cyclical and the market remains above its pre-Covid level.

What are the most promising segments in the DIY market?

Maintenance and repair segments are more resilient than major projects. Interior paints and coatings are up 9%, while energy renovation represents an annual potential of €30 billion. Gardening and outdoor fittings also show good resilience.

How is e-commerce evolving in DIY?

E-commerce represents 5.3% of sales in large DIY stores, constantly progressing. Some brands like Kingfisher reach 19% of online sales. This digitalisation is accompanied by the development of marketplaces and retail media services to monetise digital audience.

What are the future prospects for the sector?

Prospects largely depend on the recovery of the real estate market and changes in household purchasing power. Energy renovation, new uses (rental, reconditioned) and digitalisation are the main future growth drivers. Brands that combine proximity, services and price competitiveness will be best positioned.