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To make the home a positive place to live, ADEO companies need to know what exactly this implies for their customers. It is the specific role of the Customer Insights teams to study the expectations, needs and desires of inhabitants. So in 2022, they produced an international study entitled “Home 22” which looks closely at recent changes in the relationship to the home and what this means in terms of new priorities. Between the impact of the Covid crisis and the rise of energy prices, a look at some of the important learnings.

More than 8,000 people surveyed in more than 10 countries
“Home 22” is a study about the relationship of individuals to their home, whose purpose it is to inform the strategy and the offer of ADEO companies. Conducted in 10 different countries simultaneously, between March and April 2022, this quantitative study was carried out via a 30-minute online questionnaire. This made it possible to survey more than 8,000 people in total, on the basis of representative samples of the population in each country. The targets of the study: individuals of 20 years or more, financially independent and responsible or co-responsible for the improvement of their homes.

3 priorities for a more “positive” home


Among the 3 priorities that emerge from our study is that of energy savings.
This is the first priority for inhabitants, and the strongest intention in terms of carrying out projects. Half of those surveyed say they want to make a change to their home in this respect, and 36% say they intend to do so within the next 12 months. This information should be seen in the context of the significant weight of energy expenditure in their budget.


Thermal comfort is the second priority expressed, but with a slightly lower intention to implement a project. One of the reasons for this is the high cost involved, and the lack of a clear and well-identified solution to improve the home in this regard. Whatever the country, individuals who are already Leroy Merlin customers are all the more sensitive to this, and are waiting for solutions to help them heat better while reducing their energy consumption.


Finally, the last priority is related to security. In fact, in many countries, the inhabitants surveyed associate their homes more with the idea of a “shelter” than that of a “cocoon”. This is particularly the case for individuals who are not Leroy Merlin customers. As a result, they consider investing in equipment such as home alarms or video intercoms, which can enhance their sense of security.


Defining priorities and revealing opportunities
This study has made it possible to define focal points for ADEO companies and the development of their offer. To do this, the Customer Insights teams asked those surveyed what their most significant needs were, and also if these needs had already been met… or not. As such, by looking at the needs most frequently mentioned and those most often unfulfilled as of yet, the study allows us to identify individuals’ investment priorities and to help retail brands to support their customers on this path.

Health, sound insulation and water savings: 3 emerging themes


“Home 22” also brought other home improvement topics to light. To begin with, the theme of health.
Motivated, of course, by the Covid crisis, this nevertheless goes beyond the simple instalment of an air purifier (which is the most often mentioned). Many families cite health as an important factor, in relation to the arrival of a first child… If they are unable to identify a clear solution, our brands can assist them.


The second low-key indication from the study is sound insulation. Although this tends more to involve apartments and is not often the first thing mentioned off-the-bat, it is apparent that this generates dissatisfaction, particularly for rooms that serve as an office or bedrooms. However, inhabitants express few clear project intentions as here too, they do not see any straightforward or obvious solutions.


Finally, the last item concerns water savings. Whether this involves water treatment or recuperation, it’s the primary focal point for the next 12 months concerning water in the home. This intention for change is primarily motivated by economic concerns, but also environmental ones. The lack of a water recuperation system is thus one of the main issues mentioned by respondents in relation to the garden. Due to climate disruption and the intensification of drought periods to come, this represents a real responsibility for ADEO retail brands.


Homes that are increasingly versatile


The new hierarchy of all these issues is in part a result of the health crisis: we spent – and now spend – more time at home. ADEO retail brand customers experienced this period as a kind of re-appropriation and transformation of their homes. Housing has become a versatile living space where new activities emerge, such as sport at home (now practised by 50% of those surveyed) and of course, teleworking, a strong trend since the beginning of the Covid crisis, which is cited by 44% of people surveyed.


The living room is now more versatile, serving as a reception area, an exercise space or for working. It takes second place in the rooms that the targets of our retail brands want to improve, while the kitchen takes the lead. It also becomes central for well-being and the idea of a “positive home”.


And finally – another trend boosted by the health crisis – outdoor spaces, which have become key in improving a sense of well-being and living conditions. 38% of those surveyed even choose the term “outdoor” rather than “indoor” to describe their ideal home. This outdoor space is also versatile, with a multitude of uses between sporting activities, reception, DIY, washing… but its principal role remains relaxation, and of course, gardening activities!


To find out more :
The pandemic and lockdowns: impact and perception on inhabitants and housing


of the home budget

is used for energy, according to respondents


out of 2 of those surveyed

firmly intends to reduce their energy consumption


out of 2 inhabitants

exercises in the home


of those surveyed

regularly telework