The UK DIY Report 2026 | IntentOS

Get the full UK DIY & Home Improvement report

This report shows how demand actually works in the DIY market (across search, video, social, and communities) and why most brands are competing in the wrong part of the journey.

Home improvement isn’t a simple path to purchase. It’s a series of decisions shaped by cost, complexity, and risk. Long before anyone buys, they’re trying to work out:

Can I afford this?
Can I do it properly?
Will it work in my home?

Most retailers don’t show up in those moments. That’s where the opportunity is.

Inside, you’ll see and learn:

Why homeowners buy confidence before they buy materials
How 70% of demand sits before the point of purchase
Why YouTube, Reddit and communities shape more decisions than retailers
How fragmented the market really is and where the gaps sit
What marketing leaders need to do differently to win

What this report reveals:

1. DIY is a confidence-led market
Nearly 70% of demand sits in research, planning and support, not product discovery.

2. Retailers show up too late
Most brands compete at the point of purchase, missing the moments where decisions are actually made.

3. The real competition isn’t just retail
Platforms like YouTube and Reddit shape more decisions than any single retailer.

4. The biggest opportunity sits outside the basket
Planning tools, guidance, services and aftercare are where the next phase of growth comes from.

Brought to you by The Organic Agency

We help brands understand how customers actually behave, and where to focus to grow.

This report is built using our Market Map, which maps real customer demand across search, video, social, and communities. It shows where customers are, who’s visible to them, and where the gaps sit.

For this study, we analysed over 147,000 customer moments across 1,600+ toy-related topics to understand how parents discover, evaluate, and choose products today.

The result is a clearer view of how the market really works, and where the opportunity is for brands that align to it.

DIY isn’t a product market. It’s a confidence market.

Get the full UK DIY & Home Improvement report

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Brought to you by The Organic Agency

Brands we've helped grow over the last 20 years

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