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Tikkurila Sverige AB led sales in 2013 with a 9% value share in home improvement. The company has the two strongest brands, Alcro and Beckers, in decorative paint with a combined value share of 34%. Both brands are present on the Swedish market for more than 150 years, during which time they were modified to domestic needs. This high consumer awareness was nurtured through a wide range of high quality products together with nationwide coverage in the most prominent home improvement and gardening stores.
The forecast trend will mainly concern the shift in the home improvement market. After a period of strong growth, a slowdown was seen and the changing market characteristics must be addressed by home improvement companies. There are two key points that will become vital over the forecast period. Firstly, internet retailing remains novel and therefore provides an interesting growth opportunity. Many companies successfully introduced online shops, which not only generate sales but also attract customer traffic to the physical outlets. Secondly, the private label share is expected to increase due to expanding product ranges from home improvement and variety stores. Products positioned as good value for money are especially appealing to the growing segment of customers who want to undertake minor home improvement projects. Companies offering branded products are set to choose between competing with price or added value through personalised service and higher quality products.
Home Improvement Market ResearchAnalyse key trends and developments in Sweden for all product categories, competitors and channels.
Evaluate the market position and financial performance of the leading national and international market players.
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