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DIY Home Improvement and Maintenance - US - September 2016

Macroeconomic indicators point to a healthy outlook for the DIY (do-it-yourself) market. Most adults have at least some DIY skills and complete home improvement projects on an occasional basis, though a skills gap continues to limit the project scope of many consumers and curbs participation in the category. In order to inspire and engage less-skilled DIYers, opportunities exist in the form of online courses and in-store classes. These programs can help improve DIY skills of consumers, while also broadening the scope and frequency of DIY projects.

This report examines the following issues:

  • Spending on DIY projects is growing, but key demographics are slipping
  • Largest group of DIYers have low skills, limits scope of projects

For the purposes of this Report, Mintel has used the following definitions:

DIY home improvement refers to projects completed and products purchased and installed directly by consumers. DIY activities include repairs or additions to the home, including projects such as renovating a kitchen, installing a new bathroom, and installing central heating. Decorating includes activities such as internal and external painting. Excluded from this report are professional contracting services.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Spending on DIY projects is growing, but key demographics are slipping
            • Figure 1: Family and non-family households, 2005-15
          • Largest group of DIYers have low skills, limits scope of projects
            • Figure 2: DIY clusters, June 2016
          • The opportunities
            • Media sources inspire DIYers, also help brands gain visibility
              • Figure 3: Sources of inspiration, June 2016
            • Classes and instruction that improve DIY skills can broaden scope of projects
              • Figure 4: Select attitudes toward DIY abilities, by generation, June 2016
            • On-demand services may offer a helping hand to struggling DIYers
              • Figure 5: Attitudes toward DIY abilities, June 2016
            • What it means
            • The Market – What You Need to Know

              • DIY market segmented into four consumer groups
                • Enthusiastic DIYers are key drivers for consumer spending
                  • DIY market continues its rebound
                    • Confidence in the market leads to conservative, yet optimistic outlook
                    • DIY Segments

                      • Four segments grouped by skill level and attitude toward DIY projects
                        • Figure 6: DIY clusters, June 2016
                      • Cluster methodology
                        • Higher-Skilled DIY Enthusiasts are most engaged consumers
                          • Less-Skilled DIY Enthusiasts lack skills, but are eager to learn
                            • Higher-Skilled Pragmatic DIYers take on projects out of need, but have the skills
                              • Less-Skilled Pragmatic DIYers are solution-driven but have least amount of skill
                              • Market Perspective

                                • DIY market continues rebounding since recession
                                  • Figure 7: Spending on DIY improvement, 2013
                                • Home improvement market is healthy
                                  • Figure 8: Total spending in home improvement and maintenance, 2013
                              • Market Factors

                                • Consumer confidence remains positive despite some leveling
                                  • Figure 9: Consumer Sentiment Index, January 2007-June 2016
                                • Personal consumption is expected to continue growing slowly
                                  • Figure 10: GDP change from previous period and consumption expenditures, Q1 2007-Q1 2016
                                • Housing starts have surpassed expectations
                                  • Figure 11: New privately-owned housing units started
                                • Decline in family households could challenge DIY market
                                  • Figure 12: Family and non-family households, 2005-15
                              • Key Players – What You Need to Know

                                • Big box stores lead market, while hardware stores deliver on service
                                  • Skills gap curbs spending on DIY projects
                                    • Interactive marketing inspires DIYers and connects them with projects
                                      • DIY approach can help accommodate seniors in their living space
                                      • What’s Working?

                                        • Big box stores report growth
                                          • In-store classes and demonstrations for DIY consumers
                                            • Figure 13: Total product sales at home improvement centers, July 2016
                                          • Home improvement shows cater to DIY market
                                            • Figure 14: Flipping the Block, Episode 1, Sneak Peek
                                          • Hardware stores see marginal increases in revenue
                                          • What’s Struggling?

                                            • Skills gap lowers the project ceiling for many consumers
                                              • Figure 15: DIY skills, frequency, and motivations, June 2016
                                          • What’s Next?

                                            • Lowe’s introduces 360-degree videos to engage young DIY fans
                                              • Pinterest introduces “Buy” button
                                                • Accommodating needs of seniors through DIY projects
                                                • The Consumer – What You Need to Know

                                                  • Most consumers have some skills and occasionally do projects
                                                    • Painting is most common project regardless of skill levels
                                                      • DIYers are motivated by visual improvements or necessary repairs
                                                        • Big box stores serve needs of most consumers
                                                          • Consumers turn to friends/family for information, as well as media
                                                            • When projects are big, some consumers leave it to the professionals
                                                            • DIY Skills and Frequency

                                                              • Majority have some DIY skills and occasionally do projects
                                                                • Figure 16: DIY skills, frequency, and motivations, June 2016
                                                              • Homeowners have more skills and project frequency
                                                                • Figure 17: DIY skills, frequency, and motivations, by primary residence, June 2016
                                                              • Larger households have more skills and frequency
                                                                • Figure 18: DIY skills, frequency, and motivations, by household size, June 2016
                                                              • Lifestage and cost determine DIY project frequency
                                                                • Figure 19: DIY skills, frequency, and motivations, by generation, June 2016
                                                              • Women weaker on DIY skills, but more interested in projects
                                                                • Figure 20: DIY skills, frequency, and motivations, by gender, June 2016
                                                              • Skill level differs marginally between Hispanics and non-Hispanics
                                                                • Figure 21: DIY skills, frequency, and motivations, by Hispanic origin, June 2016
                                                              • In their words…
                                                              • Types of Projects

                                                                • Painting is most common and approachable project for most consumers
                                                                  • Figure 22: DIY projects undertaken, June 2016
                                                                • Men more likely to take on challenging DIY projects
                                                                  • Figure 23: Select DIY projects undertaken, any current or future project (net), by gender, June 2016
                                                                • iGens and Millennials show engagement in difficult projects
                                                                  • Figure 24: Select DIY projects undertaken, any current or future project (net), by generation, June 2016
                                                                • Skill level among DIYers dictates type of projects
                                                                  • Figure 25: Select DIY projects undertaken, any current or future project (net), by DIY Types, June 2016
                                                                • Hispanics engaged in improving livability of homes
                                                                  • Figure 26: Select DIY projects undertaken, any current or future project (net), by Hispanic origin, June 2016
                                                                • In their words…
                                                                • Project Motivations

                                                                  • Repairs and aesthetic improvements are DIY project motivators
                                                                    • Figure 27: Motivation for DIY projects, June 2016
                                                                  • Gender nuances between project motivations
                                                                    • Figure 28: Select motivations for DIY projects, by gender, June 2016
                                                                  • Generational divide in project motivation
                                                                    • Figure 29: Select motivations for DIY projects, by generation, June 2016
                                                                  • Different motivations divide pragmatic and enthusiastic DIYers
                                                                    • Figure 30: Select motivations for DIY projects, by DIY type, June 2016
                                                                  • Hispanics motivated by cost savings
                                                                    • Figure 31: Select motivations for DIY projects, by Hispanic origin, June 2016
                                                                  • In their words…
                                                                  • Retail Channels

                                                                    • Big box stores important for buying materials
                                                                      • Figure 32: Retail channels, June 2016
                                                                    • Despite weaker market share, specialty stores are important
                                                                      • Figure 33: Qualitative responses: Most important retailers for select DIY projects, June 2016
                                                                    • Generational differences between store choice might reflect on proximity
                                                                      • Figure 34: Buying materials at select retail channels, by generation, June 2016
                                                                    • Renters choose big-box stores for classes
                                                                      • Figure 35: Attend class or demonstrations at select retail channels, by primary residence, June 2016
                                                                    • DIY Enthusiasts choose big box, while Higher-Skilled DIYers choose hardware
                                                                      • Figure 36: Buying materials at select retail channels, by DIY Type, June 2016
                                                                    • Hispanics interested in taking classes
                                                                      • Figure 37: Attending a class or demonstration at select retail channels, by Hispanic origin, June 2016
                                                                    • In their words…
                                                                    • Sources of Inspiration

                                                                      • Friends and family are informative, but media outlets offer ideas
                                                                        • Figure 38: Sources of inspiration, any rank, June 2016
                                                                      • Women embrace social media for DIY inspiration
                                                                        • Figure 39: Select sources of inspiration, any rank, by gender, June 2016
                                                                      • Sources differ between older and younger generations
                                                                        • Figure 40: Select sources of inspiration, any rank, by generation, June 2016
                                                                      • Attitude correlates with sources of information
                                                                        • Figure 41: Select sources of inspiration, any rank, by DIY types, June 2016
                                                                      • Hispanics use same sources as Non-Hispanics for DIY inspiration
                                                                        • Figure 42: Select sources of inspiration, any rank, by Hispanic origin, June 2016
                                                                      • In their words…
                                                                      • Attitudes toward DIY Projects

                                                                        • Major projects are best left to professionals
                                                                          • Figure 43: Attitudes toward DIY abilities, June 2016
                                                                        • Younger adults have few tools, but a willingness to learn
                                                                          • Figure 44: Select attitudes toward DIY abilities, by generation, June 2016
                                                                        • Higher-Skilled DIY Enthusiasts are most engaged in category
                                                                          • Figure 45: Select attitudes toward DIY abilities, by DIY types, June 2016
                                                                        • Online tutorials more popular for improving home’s visual appeal
                                                                          • Figure 46: CHAID analysis among those who agree that online tutorials and demos help improve their DIY skills, June 2016
                                                                        • Methodology:
                                                                          • Hispanics are keen to handle DIY projects for savings
                                                                            • Figure 47: Select attitudes toward DIY abilities, by Hispanic origin, June 2016
                                                                          • In their words…
                                                                          • Appendix – Data Sources and Abbreviations

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

                                                                                          • Figure 48: Number of households, 2005-15
                                                                                          • Figure 49: Family and non-family households, 2005-15
                                                                                      • Appendix – Key Players

                                                                                          • Figure 50: Population by age, in thousands, 2011-21

                                                                                      Companies Covered

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                                                                                      DIY Home Improvement and Maintenance - US - September 2016

                                                                                      US $3,995.00 (Excl.Tax)