The do-it-yourself sector in Europe is moving beyond simple home repairs to become a full-fledged lifestyle trend, driven by younger consumers, environmental concerns and social media inspiration, according to industry marketing executives.
What’s changing
Kerstin Klemm, Head of Marketing at Peter Kwasny GmbH, says that traditional DIY remains important but younger people increasingly view home projects as an outlet for creativity and personal expression. Platforms such as TikTok, Pinterest and Instagram are fuelling interest in interior makeovers, upcycling and furniture reimagining, expanding the market from strictly practical tasks to projects with aesthetic and sustainability goals.
“DIY is increasingly evolving from purely practical home improvement into a modern lifestyle trend,”
That shift is translating into measurable market growth. Current forecasts cited by the manufacturer show the European DIY and home-improvement sector growing by more than US$34 billion by 2030. The company links that expansion to three key forces: sustainable renovations, creative DIY projects and the rising influence of younger consumer groups.
How products are adapting
As priorities change, so do product expectations. Klemm notes that consumers now factor in sustainability, contemporary colour palettes and simplicity of use when choosing materials. For indoor work in particular, buyers prefer solutions that are low-odour and straightforward to apply — attributes that encourage reuse and indoor creativity without the discomfort associated with traditional solvent-based products.
Responding to those demands, Peter Kwasny has updated a paint line to meet modern preferences. The newly developed Belton Perfect range emphasises water-based, virtually odourless formulations and a palette aligned with current interior trends, the company says. The change aims to appeal to consumers who want to refresh or upcycle items rather than replace them.
| Metric | Reported figure |
|---|---|
| Projected market growth by 2030 | US$34 billion+ |
Practical takeaways for Canadian DIYers
Although the data and product examples come from a European manufacturer, the trends have practical implications for Canadians working on home projects or considering where to spend renovation dollars:
- Prioritise low-odour, water-based products for indoor projects to reduce fumes and make shorter ventilation times practical in smaller Canadian homes and condos.
- Think upcycling first: repairing and restyling existing furniture can be cheaper and more sustainable than buying new, and it fits current design tastes emphasising uniqueness.
- Use social platforms for quick inspiration and technique tips: short-form videos and image boards can supply project ideas, colour schemes and step-by-step guidance.
These adjustments are already influencing what manufacturers produce, with an emphasis on products that support longer use, easier application and contemporary interior colour choices.
Broader implications
The change from purely functional home repair to a creativity-led, sustainability-minded activity may reshape retail offerings and marketing strategies across the sector. Brands will likely continue to develop lower-emission formulas and curated colour palettes to meet the expectations of younger buyers who expect products to be both environmentally sensitive and design-forward.
For consumers, the evolution means more options that combine aesthetics and eco-consciousness. For retailers and suppliers, it signals an opportunity to promote items that enable personalisation and longer product lifespans — from paints and finishes to tools and instructional content.
As the market expands, observers say the balance between quality, ease of use and sustainability will determine which products win loyal customers among a new generation of home improvers.
