RANGE REVIEW: ADHESIVES & SEALANTS


LOCKDOWN IMPACT ON DIY & CRAFTING


For more than 75 years, the name Henkel has stood for innovation, leading quality and the highest levels of expertise in adhesives for DIY. Henkel’s leading brands can be found all over the world and enjoy high levels of awareness and trust in their respective categories and regions. The company recently commissioned a study on the impact that Covid-19 and the resulting lockdowns have had on the DIY sector. Here we examine some of its findings…


A ccording to the


research, there have been three motivation themes


emerging


from lockdown, whereby one’s four


walls means new opportunities for mission creation and completion. People have learnt the value of time, as in killing time, making time and using time. They’ve also enjoyed a sense of fulfilment from creation, upskilling and achievement. And gained an impulse for cocooning manifesting in protecting, nesting and connecting.


The DIY big takeaways


Functionality builds confidence - Confidence is built on success and people are demanding, so the brand has to be known, be known to work, be easy to use, and deliver results. In DIY that’s having the right tool for the job; with crafting it’s also about versatility. Availability at home will drive


usage - Being in stock at home enables craft usage and DIY choices. During lockdown availability has been compromised in many categories; but for DIY (42%) and craft (56%), relatively large proportions of people had products in stock at home and ready to go.


Online continues to win big - Across


retail, information, entertainment and socialising, new slots, habits and perspectives have changed consumer experience for good. Online sales accounts for 12.3% of all DIY sales this year. The importance of home - Enhancing the home is an emotional response to the need for protection, distraction and self-expression. And this behaviour change is here to stay, especially as more people are more confident in their ability to tackle DIY.


The craft big takeaways Time well spent - More available time has triggered more activity. The experience of doing projects has been positive and achievement creates emotional wellbeing.


10 DIY WEEK MARCH 2021


Almost 3-in-4 Say they’ve enjoyed doing craft projects during lockdown. Creation is an emotional response to the need for distraction, self expression and being in control – and home schooling aside, many have learned new skills. Productivity (54%) and passing the time (51%) were key motivators. Being


Henkel’s industrial product portfolio is organised into


five Technology


Cluster Brands: Loctite, Technomelt, Bonderite, Teroson and Aquence. For consumers and craftsmen, it focuses on the four global brand platforms: Pritt, Loctite, Ceresit and Pattex. Henkel’s Adhesive Technologies business encompasses four areas. In


Presence triggers usage - More usage has been enabled by in home stock pressure. Online presence is critical to awareness, inspiration and purchase. More people doing DIY - DIY experience breeds confidence rather than resistance. The category has brought in and upskilled women and younger adults. Furniture upcycling is a significant usage driver. Brands matter - In DIY especially to give confidence through clarity and simplicity. There has been a significant uplift confidence for DIYers


in during


lockdown, with 9 in 10 left feeling they would continue doing DIY projects in the future and only a very small proportion of both heavy and light DIYers (3%) feel their confidence has diminished.


So the question is how confident would you say you were with DIY before lockdown, and now?


able to keep my children busy (23%), and have fun with my children (28%) were also featured as high motivators for doing craft.


Adhesive technologies Henkel Adhesive Technologies is leading today’s markets and shaping tomorrow’s through its adhesives, sealants


and It enables


functional coatings. the transformation


of entire industries, giving its customers a competitive advantage and offering consumers a unique experience. Innovative thinking and entrepreneurial spirit are part of its DNA. Being industry and application experts across manufacturing industries worldwide, it works closely with its customers and partners to create sustainable value for all stakeholders – with trusted brands and high-impact solutions based on an unmatched technology portfolio.


the automotive and metals business area, it provides its international customers in the automotive and metal processing industries with tailor-made high-impact solutions, a comprehensive technology portfolio, and specialised technical services. The company aims to create competitive


advantage for its


customers along the entire value chain of car manufacturing, enabling them to answer the trends of e-mobility, autonomous driving and lightweighting. It can supply performance-driven high-impact solutions across the entire metals value chain, from metal coil and metal processing to finished metal products including metal packaging.


In the Packaging and Consumer Goods business area, Henkel is leading in developing innovative solutions which


address global consumer


trends like the growing demand for more sustainable practices. It is at the forefront of promoting a circular economy


with its high-impact


solutions for packaged food and beverages, hygiene products, plasters and bandages, clothes and shoes, furniture and much more – all created with consumers in mind. In the electronics and industrials business area Henkel offers its customers a specialised portfolio of high-impact engineering solutions for electronic and industrial key accounts. It is a worldwide leader with a broad product portfolio and specialised technical and R&D expertise, helping its customers innovate and realise new and innovative designs. Leveraging its global presence, it enables some of the world’s most recognisable brands and products with its bonding, connecting, sealing, coating, protection and thermal management solutions.


Further information: For more information on this survey and the wide range of DIY and craft products available in Henkel’s consumer range, visit www. loctiteproducts.com/en.html


www.diyweek.net


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