ADHESIVES & SEALANTS SALES THAT STICK All you need to know about adhesives & sealants and how you could be selling more
We asked our readers what issues they struggle with when it comes to the adhesives and sealants category and have brought some of the industry’s leading suppliers on board to help give some guidance on how the market is faring, how retailers can capitalise on investments they are making, how to make the most of the category in store what opportunities there are for growth.
WHAT’S HAPPENING IN THE MARKET
Bostik head of marketing Mathew Whitehouse says: “We estimate the size of the UK adhesives and sealants market to be approximately £100million. It has experienced a marginal decline in recent years and this could be attributed to a number of factors: an
increasing number of UK
homeowners are turning their backs on DIY projects in favour of the ‘do-it-for-me’ trend, while traditional DIY skills are being lost among younger generations. “As many as four in five people aged 18 to 24 have no formal training or qualifications in home renovation. In addition, an estimated 22% of those 18- to 24-year olds who do attempt DIY tasks have had to call in an expert to fix their mistakes.
“This lack of inclination to learn DIY skills, coupled with the availability of cheaper skilled labour, means that the do-it-for-me trend is expected to continue for some years to come. “It is in stark contrast to research we did in the 90s, where 28% of people listed DIY as a leisure pursuit, with 34% saying they had re-wired their house and other people saying they had fitted kitchens and even built an extension on their house. Attitudes have changed. Now there is no skill but also no interest. People are leading busier lives – there are so many more activities to do.” Henkel customer marketing manager Paul Bagnall says: “In 2016 the total adhesives market, including craft and office, was valued at £247m but it’s not going anywhere fast. Growth has remained flat. People are still fixing planned projects and using No More Nails and other staple products but it is difficult to find new opportunities in adhesives. I grew up watching Changing Rooms in my 30s and got the inspiration
8 DIY WEEK 31 MARCH 2017
People choosing to repair an item of value to them want a product that will work and can therefore be traded up to a premium product by a retailer
for DIY projects from that. I also watched my dad do up our house when I was growing up and then did the same with my own home when I was older. You don’t have this same inspiration now. “The sealants market is also flat. The market in 2016 was valued at £52m but, with a shortage of housing and with more people renting now, they are not so inclined to do DIY and would rather leave it to the landlord. “ Henkel customer category manager Emanuele D’Avolio adds: “Another reason market growth is flat is because there have been no major innovations that meet new customer needs.”
Engaging the younger consumer and DIY novices “We struggle to get
the younger
customer,” says Henkel’s Emanuele D’Avolio. “Traditional media is not going in their direction, so we need to look at using social media and online videos, such as Youtube ads. We utilise an inspirational website called ‘You Just Do’, which is lightly branded but is designed to try and provide some inspiration for home DIY projects. It’s also about ease of use and making sure these younger consumers are educated and feel
confident using the products. Adhesive and sealant products that are simple and straightforward to use, like superglue and grout revival pens, should appeal to this type of consumer and they might be inclined to use them for basic DIY even they don’t own their own property.” He adds: “We are investing in digital campaigns and digital video banners but retailers need to get on board too, so that consumers make that link instore. The key Easter DIY period is when consumers might have seen products advertised on TV and might come in store looking for them, so high visibility is key. Retailers also need to make sure they have up-to-date info and might even have to be a bit more technical in terms of their visibility online. When people type in key words or related searches online, retailers should want their website or products popping up on the first page. You need to be ready when Google algorithm searches for these keywords.”
Bostik’s Mathew Whitehouse says:
“As a response to the growing do-it- for-me trend, we’re introducing more adhesives and sealants that are specifically developed to offer
top performance and convenience, meaning the consumer can get the job right first time without the need for specialised skills or knowledge. We’re focusing on products like a new fast-setting grab
under our Seriously Strong Stuff brand, which has been formulated so that it’s difficult for even a novice DIYer to make a mistake.” He adds: “As today’s younger
age-groups gradually stream into the housing market, we’re also likely to see a difference in the way they shop for adhesive and sealant products. Technology will play a pivotal role, as this generation is more likely to compare prices online or use a click-and-collect service. Improved, mobile- responsive websites and social media will affect the decisions they make about brands, with product choice being influenced by social platforms, such as YouTube. We’re already seeing an estimated 28% of people in the UK turning to YouTube for DIY help.”
www.diyweek.net
adhesive
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