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DIY - Canada - December 2015

The DIY home renovation market in Canada is one that is growing and is projected to stay on a stable path in the coming years. Prospects for continued growth look good as the emerging generation of new DIYers, which will be heavily influenced by Millennials who are likely to become home owners in the next several years. High household debt and rising house prices in major urban centres in Canada will benefit the DIY market, as homeowners are cautious with their next big housing move, putting off a new home to instead invest their time into undertaking renovations themselves.

This report looks at the following areas:

  • High household debt and house prices are affecting the DIY market
  • Millennials moving into prime DIY years
  • Big-box home centres dominate DIY retail landscape

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • High household debt and house prices are affecting the DIY market
            • Figure 1: Annual housing price trends by province, price difference (%), October 2015
          • Millennials moving into prime DIY years
            • Figure 2: DIY project experience, by age, October 2015
          • Big-box home centres dominate DIY retail landscape
            • Figure 3: Company retail market share by value (%), diy and hardware goods retail, 2009-13
          • The opportunities
            • High home prices and increasing household debt are boosting the DIY market
              • Younger adults are attracted to DIY
                • Competing with the big-box giants
                  • What it means
                  • The Market – What You Need to Know

                    • DIY home improvement sales back on the rise
                      • Canada’s population is expected to age in the coming years, but projected growth of the 35-44 age group bodes well for DIY
                        • The population is growing and ethnically diverse
                          • Recent economic activities have impacted consumer sentiment
                          • Market Size and Forecast

                            • DIY home improvement sales back on the rise
                              • Figure 4: Canada value sales of DIY, at current and constant prices, 2010-20
                              • Figure 5: Forecast of value sales of DIY, 2010-20
                            • Forecast methodology
                            • Market Factors

                              • Canada’s population is expected to age in the coming years
                                • Figure 6: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                                • Figure 7: Projected trends in the age structure of the Canada population, 2014-19
                              • The population is growing and ethnically diverse
                                • Recent economic activities have negatively impacted consumer sentiment
                                • Key Players – What You Need to Know

                                  • Big-box retailers lead the pack
                                    • Attracting the female consumer
                                      • Home Hardware and exclusive product offerings
                                        • Big-box home centres focus on omni-channel retailing and technology
                                          • Mobile apps to aid your DIY project planning
                                          • Retail Environment

                                            • Big-box retailers lead the pack
                                              • Figure 8: Company retail market share by value (%), DIY and hardware goods retail, 2009-13
                                            • Hardware co-ops
                                              • Lowe’s Canada plans to expand
                                              • What’s Working?

                                                • Attracting the female consumer
                                                  • Figure 9: Home depot, do-it-herself workshop, online ad, October 2015
                                                • Home Hardware and exclusive product offerings
                                                  • Big-box home centres focus on omni-channel retailing and technology
                                                    • Mobile apps to aid your DIY project planning
                                                    • What’s Struggling?

                                                      • Competitive environment for home improvement retailers
                                                        • Rona restructures
                                                          • Opportunities for low budget DIYers
                                                          • The Consumer – What You Need to Know

                                                            • Interior painting the most common DIY home improvement project
                                                              • Consumers more likely to have hired a professional for plumbing and heating/cooling jobs
                                                                • Consumers aged 18-44 more inclined to have performed DIY projects
                                                                  • Reasons for not performing DIY
                                                                    • Friends and family are a DIYer’s most common resource
                                                                      • Consumers choose a retailer with low prices above all
                                                                        • Most take pride in their DIY accomplishments
                                                                          • Most DIY projects are basic maintenance, as there is a lack of time for young adults
                                                                          • Consumer DIY Experience

                                                                            • Interior painting the most common DIY home improvement project
                                                                                • Figure 10: Project experience, DIY vs professional, October 2015
                                                                              • Consumers more likely to have hired a professional for plumbing and heating/cooling projects
                                                                                • Men are more likely to be taking on DIY projects
                                                                                  • Figure 11: Project experience (past or future DIY projects), male vs female, October 2015
                                                                                • Rural Canadians are more reliant on performing DIY projects
                                                                                  • Consumers aged 18-44 more inclined to perform DIY projects
                                                                                    • Figure 12: Project experience (past or future DIY projects), by age, October 2015
                                                                                  • Reasons for not performing DIY
                                                                                  • Sources for DIY Information

                                                                                    • Friends and family are a DIYer’s most common resource
                                                                                        • Figure 13: Sources for DIY information, by age, October 2015
                                                                                      • Instructional videos are preferred by young men
                                                                                          • Figure 14: Sources for DIY information, by gender, October 2015
                                                                                        • Young female DIYers skew towards using social media while their older counterparts seek help in-store
                                                                                        • Reasoning For Location of Purchase

                                                                                          • Consumers choose a retailer with low prices above all
                                                                                            • Figure 15: Purchase location reasoning (any rank), October 2015
                                                                                          • Age a determinant in choosing retailer
                                                                                            • Figure 16: Purchase location reasoning, 18-44s vs over-45s, October 2015
                                                                                        • Attitudes towards DIY Home Improvement and Maintenance

                                                                                          • Most take pride in their DIY accomplishments
                                                                                              • Figure 17: Select attitudes towards DIY home improvement and maintenance, October 2015
                                                                                            • Most DIY projects are for basic maintenance, partly due to a lack of time
                                                                                              • Looking past the use of professionals
                                                                                                • Ramping up online sales
                                                                                                    • Figure 18: Select attitudes towards DIY home improvement and maintenance, October 2015
                                                                                                  • Women more likely to perform DIY projects to add a personal touch
                                                                                                    • Figure 19: Select attitudes towards DIY home improvement and maintenance, October 2015
                                                                                                  • Making the home healthier, safer and more efficient
                                                                                                    • Figure 20: Health, safety and efficiency related attitudes towards DIY home improvement and maintenance, October 2015
                                                                                                • Appendix – Data Sources and Abbreviations

                                                                                                  • Data sources
                                                                                                    • Consumer survey data
                                                                                                      • Consumer qualitative research
                                                                                                        • Abbreviations and terms
                                                                                                          • Abbreviations
                                                                                                            • Terms

                                                                                                            Companies Covered

                                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                                            DIY - Canada - December 2015

                                                                                                            £3,277.28 (Excl.Tax)