“Mature pragmatists” are the largest group of buyers of DIY and home improvement products

During the past year, six out of ten Poles have carried out renovations in their homes and apartments. According to the latest study conducted by PMR for the “Retail Trade of DIY Products in Poland 2023” report, over 70% of people made purchases of renovation and building materials. Buyers of renovation and building products, furniture, and interior design articles do not form a homogeneous group in terms of their purchasing behavior.

Find comprehensive information about the current state of the Polish DIY retail market in the PMR report:

DIY retail in Poland. Market analysis and development forecasts for 2023-2028. Impact of inflation and war in Ukraine.

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Inflation limits renovation plans

According to a PMR survey conducted on a representative group of Poles, 73% of people have purchased renovation and construction supplies in the past 12 months. Among them, nearly half of the respondents plan to make such purchases in the coming year. Purchase intentions correlate with renovation plans, which is also indicated by about half of the consumers. This is a lower percentage compared to those who carried out renovations in the past year.

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On the one hand, this is related to adjustments in the housing market. According to PMR forecasts, the number of apartments and houses put into use will decrease by over one-fifth YoY in 2023. On the other hand, inflation is limiting renovation plans. The survey conducted by PMR shows that 41% of respondents are limiting their expenses on furniture, interior design products, renovations, and refurbishments due to rising prices.

Agnieszka Skonieczna
author of the report

Who buys renovation and construction products?

Based on a consumer survey conducted by PMR, four main groups of buyers of furniture, interior design products, and renovation and finishing products were identified. The largest group, 40% of all customers, are “Mature pragmatists.” The second large group of buyers are “Self-improvers” (25% of the total).

Pragmatism vs. modernism

Buyers from the “Self-improvers” and “Handymen” segments are more involved in major renovations or finishing their own homes and apartments. They are individuals highly engaged in construction and renovation work in their homes and plan to continue these projects in the future.

Individuals from the “Finally on My Own” and “Mature pragmatists” segments are characterized by less costly and less engaging changes (facelifts) in their homes, such as furniture and decoration replacements.

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For 'Self-improvers,' changing furnishings or doing renovation work is more about achieving an ideal appearance, whereas for representatives of the 'Finally on My Own' segment, it is more about maintaining the already achieved living standard. That is why they do not have plans for major renovations.

Agnieszka Skonieczna
author of the report

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