Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

DIY: Home Improvement - US - May 2010

The prospect of a slow, drawn out economic recovery without robust job growth or a quick rise in home prices doesn’t bode well for a rapid rebound in the broader home improvement industry, which has already suffered three consecutive years of decline. But the longer the economy stays out of high gear the better the chances are of solid growth in the DIY portion of the market as the DIY mentality will become a proactive and affirmative manifestation of the New Frugality.

This report provides an in-depth analysis of how retailers, suppliers and, most importantly, consumers are responding to a home channel marketplace that is changing in fundamental ways:

  • Analysis of consumer expenditures in the broader home channel market as well as the more narrowly defined DIY market

  • Analysis of sales trends in major home improvement product segments and retail channels

  • Discussion of the branding and advertising strategies of major DIY retailers

  • The results of Mintel’s exclusive research among DIYers including the incidence of various types of projects and the impact of the economic downturn on consumer behavior and attitudes

  • Extensive discussion on DIYers’ increasing interest in environmental sustainability and energy efficiency

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Market in continued decline
                      • Going green means saving money
                        • Big-box home centers set the tone for DIY market
                          • Retailers defined by the brands they carry
                            • Innovators focus on new ways to plan and shop for projects
                              • Lumber Liquidators grows in down market
                                • Ad campaigns retooled for budget-minded DIYers
                                  • One in three report DIY home improvement work in household
                                    • Spending to save energy rising
                                      • Young DIYers value environmental friendliness
                                        • DIYers tap into multiple sources of information for projects
                                          • Hispanics interested in resource conservation and DIY as family affair
                                          • Insights and Opportunities

                                            • ROI for DIY
                                              • Emotional ROI
                                                • Financial ROI
                                                  • Keeping Boomers involved in DIY
                                                    • Building a new generation of green DIYers
                                                      • Leveraging social media to redefine DIY
                                                      • Inspire Insights

                                                        • Introduction
                                                          • Renting is all
                                                            • What’s it about?
                                                              • Boomerang Generation
                                                                • What it means for the market
                                                                  • Furniture kits for renters
                                                                    • Décor for renters
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Macroeconomic factors lead to three years of decline
                                                                          • Basic repairs, energy efficiency support market
                                                                            • Home improvement and DIY market sales
                                                                              • Figure 1: U.S. sales and forecast of home channel market at current prices, 2004-14
                                                                              • Figure 2: U.S. sales and forecast of home channel market at inflation-adjusted prices*, 2004-14
                                                                            • DIY purchases also show declines, slightly less steep
                                                                              • Figure 3: U.S. sales of home maintenance, repair, and construction equipment/supplies at current prices*, 2004-14
                                                                              • Figure 4: Total U.S. sales of home maintenance, repair, and construction equipment/supplies at inflation adjusted prices*, 2004-14
                                                                          • Competitive Context

                                                                            • Key points
                                                                              • Home improvement competes with other household expenditures
                                                                                • Figure 5: Housing expenditures by consumer unit, 2003-08
                                                                              • Increased focus on home entertainment could spark DIY spending
                                                                                • Figure 6: Distribution of household expenditures by consumer unit, 2003-08
                                                                            • Segment Performance

                                                                                • Key points
                                                                                  • Going green means saving money (and the environment)
                                                                                    • Figure 7: U.S. sales of DIY products, segmented by product type, 2007 and 2009
                                                                                • Segment Performance—Paint and Wallpaper

                                                                                    • Key points
                                                                                      • Big-box home centers focus on value color selection
                                                                                        • Environmentally-friendly paint continues to expand
                                                                                          • Figure 8: U.S. sales and forecast of paints, wallpaper and supplies at current prices, 2004-14
                                                                                      • Segment Performance—Flooring

                                                                                          • Key points
                                                                                            • Low prices and ease of installation support DIY sales
                                                                                              • Green flooring options increasingly popular
                                                                                                • Figure 9: U.S. sales and forecast of flooring at current prices, 2004-14
                                                                                            • Segment Performance—Plumbing

                                                                                              • Key points
                                                                                                • Basic repairs and water and energy savings keep plumbing sales flowing
                                                                                                  • Figure 10: U.S. sales and forecast of plumbing supplies and equipment at current prices, 2004-14
                                                                                              • Segment Performance—Other DIY Products

                                                                                                  • Key points
                                                                                                    • Building materials driven by energy efficiency
                                                                                                      • New ideas light up light bulbs
                                                                                                        • Figure 11: U.S. sales and forecast of other DIY products at current prices, 2004-14
                                                                                                    • Retail Channels

                                                                                                        • Key points
                                                                                                          • Big-box home centers set the tone for DIY market
                                                                                                            • Low prices, simplicity and focus on home life resonate across channels
                                                                                                              • Figure 12: U.S. sales of home channel products, by retail channel, 2007 and 2009
                                                                                                          • Retail Channels—Home Centers and Lumberyards

                                                                                                              • Key points
                                                                                                                • Home centers refocus on DIY
                                                                                                                  • Lumberyards continue to suffer from slow-down in housing
                                                                                                                    • Figure 13: U.S. home channel sales at home centers and lumberyards, at current prices, 2004-09
                                                                                                                • Retail Channels—Lawn and Garden Stores

                                                                                                                    • Key points
                                                                                                                      • Refocus on home and outdoor living supports lawn and garden sales
                                                                                                                        • Figure 14: U.S. home channel sales at lawn and garden stores, at current prices, 2004-09
                                                                                                                    • Retail Channels—Floor Stores

                                                                                                                        • Key points
                                                                                                                          • Specialty stores face competition from home centers and discounters
                                                                                                                            • Figure 15: U.S. home channel sales at floor stores, at current prices, 2004-09
                                                                                                                        • Retail Channels—Paint and Wall Covering Stores

                                                                                                                            • Key points
                                                                                                                              • Paint stores’ contractor focus has created DIY opportunities for home centers
                                                                                                                                • Figure 16: U.S. home channel sales at paint and wall covering stores, at current prices, 2004-09
                                                                                                                            • Retail Channels—Hardware Stores

                                                                                                                                • Key points
                                                                                                                                  • Hardware stores continue to evolve in changing marketplace
                                                                                                                                    • Figure 17: U.S. home channel sales at hardware stores, at current prices, 2004-09
                                                                                                                                • Retail Channels—Other Retailers

                                                                                                                                    • Key points
                                                                                                                                      • Low prices and convenience drive home improvement sales at Walmart
                                                                                                                                        • Sears extends the Craftsman brand to other retailers
                                                                                                                                          • Others compete on a limited basis
                                                                                                                                            • Figure 18: U.S. home channel sales at other retailers, at current prices, 2004-09
                                                                                                                                        • Market Drivers

                                                                                                                                          • Key points
                                                                                                                                            • Home ownership motivates DIY activity
                                                                                                                                              • Figure 19: Undertook home improvement in past 12 months, by age, by homeownership, April 2008-June 2009
                                                                                                                                            • Continued weakness in the housing market
                                                                                                                                                • Figure 20: Sales of new and existing homes, 2004-09
                                                                                                                                              • Unemployment rate remains high
                                                                                                                                                • Figure 21: Unemployment rate, 2004-09
                                                                                                                                              • Consumer sentiment rebounds after 2008 plunge but remains low
                                                                                                                                                • Figure 22: Index of consumer sentiment, quarterly average, 2004-10
                                                                                                                                            • Leading Companies

                                                                                                                                              • Key points
                                                                                                                                                • Home Depot
                                                                                                                                                  • Lowe’s
                                                                                                                                                    • Walmart
                                                                                                                                                      • Sears
                                                                                                                                                        • Figure 23: FDMx sales of leading DIY companies, 2008-09
                                                                                                                                                      • Lowe’s gains ground with aggressive expansion
                                                                                                                                                        • Figure 24: Home improvement retailers shopped in previous three months, April 2002-09
                                                                                                                                                    • Brand Qualities

                                                                                                                                                      • Retailer brands defined by the brands they carry
                                                                                                                                                        • The Home Depot and Martha Stewart
                                                                                                                                                          • Lowe’s adds Stainmaster carpets
                                                                                                                                                            • Ace offers Craftsman tools and Benjamin Moore paints
                                                                                                                                                            • Innovation and Innovators

                                                                                                                                                              • Benjamin Moore Experts Exchange brings DIYers and pros together
                                                                                                                                                                • Going mobile: new apps for DIYers
                                                                                                                                                                  • Destination True Value provides a new take on the local hardware store
                                                                                                                                                                    • Lumber Liquidators focused on growing in a fragmented market
                                                                                                                                                                    • Advertising and Promotion

                                                                                                                                                                      • Overview
                                                                                                                                                                        • Figure 25: Advertising spending of selected home improvement retailers, 2007-08
                                                                                                                                                                      • Ad campaigns retooled for budget-minded DIYers
                                                                                                                                                                        • The Home Depot
                                                                                                                                                                          • Figure 26: Home Depot, branding television ad, 2009
                                                                                                                                                                        • The Home Depot’s green initiatives
                                                                                                                                                                          • Lowe’s
                                                                                                                                                                            • Figure 27: Lowe’s, associate television ad, 2010
                                                                                                                                                                            • Figure 28: Lowe’s, low-price television ad, 2010
                                                                                                                                                                          • Menards
                                                                                                                                                                            • Figure 29: Menards, television ad, 2010
                                                                                                                                                                          • Hardware stores attempt to carve out a smaller niche
                                                                                                                                                                            • Ace keeps it simple
                                                                                                                                                                              • Figure 30: Ace Hardware, national television ad, 2010
                                                                                                                                                                            • True Value
                                                                                                                                                                              • Figure 31: True value, television ad, 2009
                                                                                                                                                                          • Who Undertakes DIY Projects

                                                                                                                                                                            • Key points
                                                                                                                                                                              • One in three report DIY home improvement work in household
                                                                                                                                                                                • Figure 32: Undertook home improvement in past 12 months, by age, April 2008-June 2009
                                                                                                                                                                              • Higher incomes create more opportunities for DIY projects
                                                                                                                                                                                • Figure 33: Undertook home improvement in past 12 months, by gender and HH income, April 2008-June 2009
                                                                                                                                                                              • Women increasingly strong influencers of DIY projects
                                                                                                                                                                                • Figure 34: Who is typically involved in DIY projects, by gender, February 2010
                                                                                                                                                                              • DIY projects often a group activity
                                                                                                                                                                                • Figure 35: Who is typically involved in DIY projects, by age, February 2010
                                                                                                                                                                            • Retailers Used in DIY Projects

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Big-box home centers dominate DIY purchases
                                                                                                                                                                                  • DIYers also rely on other channels at least some of the time
                                                                                                                                                                                    • Figure 36: Spend on DIY by retail channel, by gender, February 2010
                                                                                                                                                                                  • Home centers strongest among 35-54s
                                                                                                                                                                                    • Figure 37: Spend on DIY by retail channel, by age, February 2010
                                                                                                                                                                                  • Higher incomes = bigger projects = home centers
                                                                                                                                                                                    • Figure 38: Spend on DIY by retail channel, by household income, February 2010
                                                                                                                                                                                • Number and Types of DIY projects

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Men remain the most active DIYers
                                                                                                                                                                                      • Figure 39: Number of DIY projects undertaken, by gender, February 2010
                                                                                                                                                                                    • Lowest-income bracket less active
                                                                                                                                                                                      • Figure 40: Number of DIY projects undertaken, by household income, February 2010
                                                                                                                                                                                    • Types of home improvement products purchased in the last 12 months
                                                                                                                                                                                      • Figure 41: Types of home improvement products purchased, by household income, April 2007-June 2008
                                                                                                                                                                                  • The Impact of Resources and the Economy

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Macroeconomics impacts individuals’ outlook and behavior
                                                                                                                                                                                          • Figure 42: Impact of resources and the economy, November 2008 and February 2010
                                                                                                                                                                                          • Figure 43: Impact of resources and the economy, by age, February 2010
                                                                                                                                                                                        • Higher-income DIYers more likely to view projects a investments
                                                                                                                                                                                          • Figure 44: Impact of resources and the economy, by household income, February 2010
                                                                                                                                                                                      • Green Savings Projects

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Interest in energy efficiency on the rise, a key motivator for DIY projects
                                                                                                                                                                                            • Figure 45: Interest in green savings projects, November 2008 and February 2010
                                                                                                                                                                                          • Young DIYers value environmentalism
                                                                                                                                                                                            • Figure 46: Interest in green savings projects, by age, February 2010
                                                                                                                                                                                          • High-income consumers buy more energy-efficient and green products
                                                                                                                                                                                            • Figure 47: Interest in green savings projects, by household income, February 2010
                                                                                                                                                                                        • Where DIYers Seek Help and Information

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • DIYers tap into multiple sources of information for projects
                                                                                                                                                                                              • Women consult more sources of DIY information
                                                                                                                                                                                                • Figure 48: Information sources for DIY projects, by gender, February 2010
                                                                                                                                                                                              • Middle-aged adults particularly active information seekers
                                                                                                                                                                                                • Figure 49: Information sources for DIY projects, by age, February 2010
                                                                                                                                                                                            • Race/Hispanic Origin

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Blacks, Hispanics less likely to engage in DIY
                                                                                                                                                                                                  • Figure 50: Undertook home improvement in past 12 months, by gender, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                                                • DIY more family-oriented for Hispanics
                                                                                                                                                                                                  • Figure 51: Who is typically involved in DIY projects, by gender, February 2010
                                                                                                                                                                                                • Financial concerns impact DIY projects, especially among Hispanics
                                                                                                                                                                                                  • Figure 52: Attitudes towards DIY related to resources and the economy, by race/Hispanic origin, February 2010
                                                                                                                                                                                                • Hispanic DIYers more interested in energy- and water-saving DIY products
                                                                                                                                                                                                  • Figure 53: Interest in green DIY, by race/Hispanic origin, February 2010
                                                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                                                  • Renters
                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                          • Loners
                                                                                                                                                                                                            • Who they are
                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                  • Collaborators
                                                                                                                                                                                                                    • Who they are
                                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                                                            • Figure 54: DIY clusters, February 2010
                                                                                                                                                                                                                            • Figure 55: Number of DIY projects in past 12 months, by DIY clusters, February 2010
                                                                                                                                                                                                                            • Figure 56: DIY attitudes related to financial resources and the economy, by DIY clusters, February 2010
                                                                                                                                                                                                                            • Figure 57: Accomplishment of green savings projects, by DIY clusters, February 2010
                                                                                                                                                                                                                            • Figure 58: Persons typically taking part in DIY projects, by DIY clusters, February 2010
                                                                                                                                                                                                                            • Figure 59: Sources of information/knowledge on DIY projects, by DIY clusters, February 2010
                                                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                                                            • Figure 60: DIY clusters, by gender, February 2010
                                                                                                                                                                                                                            • Figure 61: DIY clusters, by age group, February 2010
                                                                                                                                                                                                                            • Figure 62: DIY clusters, by household income group, February 2010
                                                                                                                                                                                                                            • Figure 63: DIY clusters, by race, February 2010
                                                                                                                                                                                                                            • Figure 64: DIY clusters, by Hispanic origin, February 2010
                                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                              • Figure 65: Attitudes towards DIY projects related to resources and the economy, by gender, February 2010
                                                                                                                                                                                                                              • Figure 66: Undertook home improvement in the past 12 months, by gender, April 2008-June 2009
                                                                                                                                                                                                                              • Figure 67: Who is typically involved in DIY projects, by household income, February 2010
                                                                                                                                                                                                                              • Figure 68: How money is spent on DIY projects at various retailers, by race/Hispanic origin, February 2010
                                                                                                                                                                                                                              • Figure 69: Number of DIY projects undertaken, by age, February 2010
                                                                                                                                                                                                                              • Figure 70: Interest in green savings projects, by gender, February 2010
                                                                                                                                                                                                                              • Figure 71: Information sources for DIY projects, by household income, February 2010
                                                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                                            • Ace Hardware Corporation
                                                                                                                                                                                                                            • American Hardware Manufacturers Association
                                                                                                                                                                                                                            • Benjamin Moore & Co.
                                                                                                                                                                                                                            • BJ's Wholesale Club, Inc
                                                                                                                                                                                                                            • Bureau of Economic Analysis
                                                                                                                                                                                                                            • Clorox Company , The
                                                                                                                                                                                                                            • Costco Wholesale Corporation
                                                                                                                                                                                                                            • CVS Caremark Corporation
                                                                                                                                                                                                                            • Do It Best Corp
                                                                                                                                                                                                                            • Eddie Bauer
                                                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                                                            • Forest Stewardship Council
                                                                                                                                                                                                                            • Gap (USA)
                                                                                                                                                                                                                            • General Electric Company
                                                                                                                                                                                                                            • Greenfield Online
                                                                                                                                                                                                                            • Home & Garden Television
                                                                                                                                                                                                                            • Home Depot (USA)
                                                                                                                                                                                                                            • Home Improvement Research Institute
                                                                                                                                                                                                                            • J C Penney Company, Inc
                                                                                                                                                                                                                            • Kmart Corporation
                                                                                                                                                                                                                            • Laura Ashley Group
                                                                                                                                                                                                                            • Lowe Worldwide
                                                                                                                                                                                                                            • Lumber Liquidators, Inc.
                                                                                                                                                                                                                            • Martha Stewart Living Omnimedia Inc.
                                                                                                                                                                                                                            • Menard, Inc
                                                                                                                                                                                                                            • Mohawk Industries Inc.
                                                                                                                                                                                                                            • National Association of Realtors (NAR)
                                                                                                                                                                                                                            • National Gardening Association (NGA)
                                                                                                                                                                                                                            • National Retail Hardware Association and Home Center Institute
                                                                                                                                                                                                                            • Power Tools Institute (PTI)
                                                                                                                                                                                                                            • Public Broadcasting Service
                                                                                                                                                                                                                            • Reuters Group PLC
                                                                                                                                                                                                                            • SAM's Club
                                                                                                                                                                                                                            • Sears Holdings Corporation
                                                                                                                                                                                                                            • Sherwin Williams - Paint Stores
                                                                                                                                                                                                                            • Target Corporation
                                                                                                                                                                                                                            • The New York Times Company
                                                                                                                                                                                                                            • The Valspar Corporation
                                                                                                                                                                                                                            • True Value Company
                                                                                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                            • U.S. Bureau of the Census
                                                                                                                                                                                                                            • U.S. Securities and Exchange Commission
                                                                                                                                                                                                                            • University of Michigan, The
                                                                                                                                                                                                                            • US Department of Commerce
                                                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                                                            • Walt Disney Company, The
                                                                                                                                                                                                                            • Warner Bros. Entertainment Inc.

                                                                                                                                                                                                                            DIY: Home Improvement - US - May 2010

                                                                                                                                                                                                                            US $3,995.00 (Excl.Tax)