The European DIY market is undergoing a transformation, emphasises Kerstin Klemm, Head of Marketing at Peter Kwasny GmbH: Whilst traditional DIY projects continue to play an important role, younger target groups in particular are increasingly associating DIY today with creativity, personalisation and sustainable consumption. Topics such as upcycling, interior design, furniture makeover projects and the creative design of living spaces are gaining in importance across Europe – fuelled by platforms such as TikTok, Pinterest and Instagram. “DIY is increasingly evolving from purely practical home improvement into a modern lifestyle trend,” says Klemm.
According to current forecasts, the European DIY and home improvement market is set to grow by more than 34 billion US dollars by 2030. The main drivers of this development are sustainable renovations, creative DIY projects and the growing influence of younger target groups. At the same time, there is a growing awareness of reonger, upcycle furniture and give existing items a new lease of life, rather than replacing them
This is also changing the demands placed on products in the DIY sector, notes the Head of Marketing. Alongside quality and ease of use, aspects such as sustainability, modern colour schemes and ease of application now play a decisive role. The spray paint manufacturer has found that, particularly for creative indoor projects, consumers want products that are low-odour and straightforward to use
Upcycling is popular, particularly amongst young target groups. Kwasny is capitalising on this trend.(Source: Peter Kwasny GmbH)
“DIY is now viewed in much more creative and sustainable terms,” says Klemm. “This is precisely what we have responded to with the new generation of the Belton Perfect range: predominantly water-based, virtually odourless and featuring a colour palette that reflects current home and interior design trends.”
With this further development, Kwasny is responding specifically to the needs of modern DIY enthusiasts and a new generation of creative consumers. The water-based technology enables a significantly more pleasant application experience, whilst modern, on-trend colours create new design possibilities for furniture, home accessories and upcycling projects. Klemm summarises that the range thus combines creative freedom with a contemporary product concept
“This development shows that the DIY market in Europe is becoming younger, more creative and more sustainable. Today, successful products must not only be functionally convincing, but also appeal on an emotional level and reflect current lifestyle and sustainability trends. This is creating new opportunities for retailers, industry and brands alike, particularly in the fields of upcycling and creative interior design,” the marketing expert is convinced
