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Home Improvement - US - February 2011

In the context of a still weak housing market and a slow recovery, the $10.5 billion DIY home improvement market has seen inflation-adjusted sales fall 21.2% since 2005. However, the need for on-going maintenance and repair, consumer interest in resource-saving products and pent-up demand are among the factors driving growth in 2010 and likely to help propel the market in 2011.

This report analyzes the home improvement market at this key moment of transition out of the recession and identifies which consumer groups and product areas will be most important for growth over the next five to 10 years. It offers up-to-date research to give insight into how best to target key demographic groups and reach out to consumers.

In addition to analyzing sales growth and key trends in major segments (paint/wall-covering, flooring, plumbing and “other” supplies and materials), this report offers insights into the activities of major players in the market. It probes branding and marketing strategies, highlighting the use of both traditional and new social media. It showcases innovative products and approaches in major segments and among key retailers. It examines “green” trends and products, analyzing these in the context of consumer attitudes, purchasing activity and future plans.

Consumer research is analyzed by major demographic groups and probes areas including:

  • Which consumer groups are most likely to have undertaken home improvement?
  • What type of remodeling projects have been undertaken recently or are planned for the year ahead? How does this compare with findings of the past five years?
  • Which groups are most likely to take on interior painting, exterior painting or staining projects? Which are most likely to own or rent workshop equipment?
  • How much on average did different consumer groups spend on home improvement in the past year?
  • What are the main barriers to undertaking home improvement activity? What role does a lack of money, skill or tools play in limiting work among different demographic groups?
  • Which activities—ranging from changing a light bulb to building a deck—are different consumer groups most likely to do by themselves? For which do they seek help from a spouse, friend or family member and for which do they hire help?
  • To what extent do consumers take on basic resource-saving activities (recycling, using energy-efficient bulbs, etc.)? To what extent do they plan to invest in costlier “green” products (energy efficient windows, improved insulation, solar panels)?
  • How do consumers rate different types of home improvement stores in terms of selection and staff availability, knowledge or friendliness?
  • What are the most widely used brands of interior paint, exterior paint and stains? Of tools and workshop equipment? How does brand usage vary with key demographics?

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Table of contents

  1. Scope and Themes

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

                      • A 25% decline in the market seen in the past five years
                        • Consumer confidence and housing market key underlying drivers
                          • Smaller homes, green living, and legislation to shape projects, products, and demand
                            • Use of professionals a key competitive issue for DIY market
                              • Four major segments with “other” products growing from 2008-10
                                • Key trends in major segments
                                  • Home centers dominant retail channels, but suffer losses 2008-10
                                    • Five-year performance in major retail channels
                                      • Home Depot and Lowe’s see sales grow in latter part of 2010
                                        • Innovations seen in “green” products and innovative retailer developments
                                          • Heavy spending and key themes in marketing
                                            • DIY activity, trends, and key demographic groups
                                              • Faucets and doorknobs among leading DIY products
                                                • Need for value and environmental positioning dominate DIY attitudes and impact of downturn
                                                  • Cash trumps skill in putting the brakes on DIY spend
                                                    • Retailers can help DIYers expand their skill set/comfort zone
                                                      • “Green” behaviors and product purchase
                                                        • Home center and hardware stores’ different strengths recognized by consumers
                                                          • Hispanics most likely to do DIY
                                                          • Insights and Opportunities

                                                            • Opportunities for promoting more expensive systems such as solar, geothermal, and gray water systems
                                                              • Smaller, but more efficient homes and ADUs
                                                                • Reaching out to Boomers with universal design and changes to allow them to age in their homes
                                                                  • Long-term growth will rely on catering to diverse Millennials
                                                                  • Inspire Insights—Trend: Green Technology

                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Home channel market sales show some improvement in 2010
                                                                          • Figure 1: U.S. sales and forecast of home channel market at current prices, 2005-10
                                                                          • Figure 2: U.S. sales and forecast of home channel market at inflation-adjusted prices*, 2005-10
                                                                        • Narrowly defined DIY market shows positive sales in 2010
                                                                          • Figure 3: U.S. sales of home maintenance, repair, and construction equipment/supplies at current prices, 2005-15
                                                                          • Figure 4: Total U.S. sales of home maintenance, repair, and construction equipment/supplies at inflation adjusted prices*, 2005-15
                                                                        • Fan-chart forecast
                                                                            • Figure 5: Fan chart forecast of total U.S. sales of home maintenance, repair, and construction equipment/supplies at current prices*, 2005-15
                                                                        • Market Drivers

                                                                          • Key points
                                                                            • Consumer confidence making slow recovery post major downturn
                                                                              • Figure 6: University of Michigan’s index of consumer sentiment (ICS), 2001-10
                                                                            • Home ownership and the housing market
                                                                              • Housing market in decline from 2006 through 2010
                                                                                • Figure 7: Sales of existing and new single-family homes, 2001-09
                                                                              • Foreclosures continue to rise in 2010
                                                                                • Figure 8: Foreclosure filings, by percentage of U.S. housing units, 2006-09
                                                                              • Falling home values and limited opportunities for refinancing
                                                                                • Positive elements within down housing market
                                                                                  • Aging housing stock and need for maintenance
                                                                                    • Upper-income households best positioned to sustain remodeling activity
                                                                                      • Opportunities for young, first-time homeowners in the current market
                                                                                        • Trend toward smaller homes may limit additions, but offer opportunities in greener houses and universal housing design
                                                                                          • “Green” Drivers
                                                                                            • Figure 9: Environmental impact—basic actions/behavior and energy efficient products used, now and planned, October 2010
                                                                                            • Figure 10: Environmental impact—construction/building installs, now and planned, October 2010
                                                                                          • Consumer concern with chemicals in paints and other products
                                                                                            • “Green” buildings and products showcased in stores and in DIY programs
                                                                                              • Federal incentives for energy-saving home improvements
                                                                                                • New building standards, green certification programs, and “green” legislation
                                                                                                  • New technologies and business models will expand access to energy-saving home improvements
                                                                                                  • Competitive Context

                                                                                                    • Key points
                                                                                                      • Undertaking DIY projects vs. seeking professional help
                                                                                                        • Figure 11: Select remodeling work done in past 12 months, and who did it, April 2009—June 2010
                                                                                                      • NAHB data show decline in professional market
                                                                                                        • Figure 12: National Association of Home Builders’ (NAHB) Remodeling Market Index (RMI), 2001-10
                                                                                                    • Segment Performance

                                                                                                        • Key points
                                                                                                          • “Other” DIY materials segment drives growth from 2008-10
                                                                                                            • Painting and plumbing dip, while flooring shows drop in sales
                                                                                                              • Figure 13: U.S. sales of DIY products, segmented by product type, 2008 and 2010
                                                                                                          • Segment Performance—Paint and Wallpaper

                                                                                                              • Key points
                                                                                                                • Segment dominated by domestic players and Dutch company AkzoNobel
                                                                                                                  • Low-VOC paints and trends in color and design
                                                                                                                    • Popularity as DIY project keeps segment fairly strong from 2005-10
                                                                                                                      • Figure 14: U.S. sales and forecast of paints, wallpaper, and supplies at current prices, 2005-10
                                                                                                                  • Segment Performance—Flooring

                                                                                                                      • Key points
                                                                                                                        • Brands from Mohawk and Shaw dominate the flooring segment
                                                                                                                          • During recession, carpeting and vinyl show comparable strength
                                                                                                                            • Flooring sees sales plummet in 2008 and 2009
                                                                                                                              • Figure 15: U.S. sales and forecast of flooring at current prices, 2005-10
                                                                                                                          • Segment Performance—Plumbing

                                                                                                                              • Key points
                                                                                                                                • Private label offerings and major brands
                                                                                                                                  • Consumer interest in water-conserving products
                                                                                                                                    • Segment falls modestly from 2005-10
                                                                                                                                      • Figure 16: U.S. sales and forecast of plumbing supplies and equipment at current prices, 2005-10
                                                                                                                                  • Segment Performance—Other DIY Products

                                                                                                                                      • Key points
                                                                                                                                        • Diverse segment includes tools, lighting, and building materials
                                                                                                                                          • Sales fell sharply in 2008, but increased in 2009 and 2010
                                                                                                                                            • Figure 17: U.S. sales and forecast of other DIY products at current prices, 2005-10
                                                                                                                                        • Retail Channels

                                                                                                                                            • Key points
                                                                                                                                              • Hardware stores and floor covering stores lose share 2008-10
                                                                                                                                                • Figure 18: U.S. sales of home channel products, by retail channel, 2008 and 2010
                                                                                                                                            • Retail Channels—Home Centers and Lumberyards

                                                                                                                                                • Key points
                                                                                                                                                  • Home centers focus aggressively on DIYers, tout low prices
                                                                                                                                                    • Home centers still offer vast network of stores and marketing clout,
                                                                                                                                                      • Home centers offer exclusive private label brands
                                                                                                                                                        • Figure 19: U.S. home channel sales at home centers and lumberyards, at current prices, 2005-10
                                                                                                                                                    • Retail Channels—Lawn and Garden Stores

                                                                                                                                                        • Key points
                                                                                                                                                          • Specialty lawn and garden stores expand appeal to DIYers
                                                                                                                                                            • Figure 20: U.S. home channel sales at lawn and garden stores, at current prices, 2005-10
                                                                                                                                                        • Retail Channels—Flooring Stores

                                                                                                                                                            • Key points
                                                                                                                                                              • Specialty stores struggle to compete with home centers
                                                                                                                                                                • Lumber Liquidators stands out for exceptional growth
                                                                                                                                                                  • Figure 21: U.S. home channel sales at flooring stores, at current prices, 2005-10
                                                                                                                                                              • Retail Channels—Paint and Wallcovering Stores

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Paint and wallcovering stores offer exclusive selections, expert services
                                                                                                                                                                      • Sherwin-Williams is largest specialty paint retailer, followed by AkzoNobel
                                                                                                                                                                        • Figure 22: U.S. home channel sales at paint and wallcovering stores, at current prices, 2005-10
                                                                                                                                                                    • Retail Channels—Hardware Stores

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Hardware stores have performed comparably well in recession
                                                                                                                                                                            • Largest cooperatives develop private labels and marketing support
                                                                                                                                                                              • Figure 23: U.S. home channel sales at hardware stores, at current prices, 2004-09
                                                                                                                                                                          • Leading Companies—Retailers

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Home Depot and Lowe’s increase share despite slow sales
                                                                                                                                                                                • Figure 24: Sales of leading DIY companies, 2008-10
                                                                                                                                                                              • Major hardware cooperatives see sales fall in 2010
                                                                                                                                                                                • Home improvement retailers shopped and share of spend
                                                                                                                                                                                  • Figure 25: Home improvement retailers shopped in previous three months, May 2003-June 2010
                                                                                                                                                                                • More than half of DIYers report shopping at home centers in past 12 months
                                                                                                                                                                                  • Figure 26: Share of DIY spend at various store types, October 2010
                                                                                                                                                                              • Innovations and Innovators

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Innovations in paint and wallcovering
                                                                                                                                                                                    • Expanded offerings in low- to no-VOC products
                                                                                                                                                                                      • New color capture technology to facilitate color matching
                                                                                                                                                                                        • Innovations in flooring
                                                                                                                                                                                          • Use of natural, recycled, and sustainable materials
                                                                                                                                                                                            • Improved installation systems
                                                                                                                                                                                              • Innovations in plumbing
                                                                                                                                                                                                • WaterSense products
                                                                                                                                                                                                  • Delta’s Touch2O Technology in faucets
                                                                                                                                                                                                    • Building materials—green and energy-saving products
                                                                                                                                                                                                      • Tools—cordless offerings and compact
                                                                                                                                                                                                        • Innovations among major retailers
                                                                                                                                                                                                          • Home Depot running pilot program for moving van rental
                                                                                                                                                                                                            • Ace Hardware locations offer energy audits and host workshops
                                                                                                                                                                                                              • Lowe’s adds Recycling Centers and expands Energy Centers nationwide
                                                                                                                                                                                                              • Marketing Strategies

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Ad spend
                                                                                                                                                                                                                    • Figure 27: Advertising spending of selected home improvement retailers, 2008-09
                                                                                                                                                                                                                  • National branding and merchandising strategies
                                                                                                                                                                                                                    • Home Depot highlights low prices and exclusive brands in upbeat ad campaign
                                                                                                                                                                                                                      • Figure 28: home depot, “Martha Stewart paints” TV ad, 2010
                                                                                                                                                                                                                      • Figure 29: Home depot, “PERGO flooring promotion” ad, 2010
                                                                                                                                                                                                                    • Craftsman tools enjoy heavy promotion
                                                                                                                                                                                                                      • Figure 30: craftsman, “Trust. In your hands,” TV ad, 2010
                                                                                                                                                                                                                    • Lowe’s makes “experience” and service central to appeal
                                                                                                                                                                                                                      • Figure 31: Lowe’s, “Doug,” TV ad, 2010
                                                                                                                                                                                                                    • Ace Hardware puts focus on service and smaller projects
                                                                                                                                                                                                                      • Figure 32: Ace Hardware, “Get In. Get help. Get on with your life,” TV ad, 2010
                                                                                                                                                                                                                    • In-store merchandising and displays
                                                                                                                                                                                                                      • Online shopping, websites, social media, and iPhone apps
                                                                                                                                                                                                                        • Lowe’s puts emphasis on speed and ease of online and mobile shopping
                                                                                                                                                                                                                          • Figure 33: Lowe’s, “Let’s Build something together,” TV ad, 2010
                                                                                                                                                                                                                        • Lowe’s to create more personal online experience with MyLowes
                                                                                                                                                                                                                          • Lowe’s invites consumers to vote on website and Facebook page for charities
                                                                                                                                                                                                                            • Home Depot launches online community in 2011
                                                                                                                                                                                                                              • Craftsman website supports brand activity, demonstrates products, offers community
                                                                                                                                                                                                                                • Interactive design website connects flooring dealers and customers
                                                                                                                                                                                                                                  • Paint suppliers offer online design tools and project centers
                                                                                                                                                                                                                                    • iPhone apps range from the practical to the playful
                                                                                                                                                                                                                                    • DIY Projects Done in Past 12 Months

                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                        • Men more likely to be active DIYers
                                                                                                                                                                                                                                          • Figure 34: Incidence and number of DIY projects done in past 12 months, by gender, October 2010
                                                                                                                                                                                                                                        • Those younger than 35 take on more DIY projects
                                                                                                                                                                                                                                          • Figure 35: Incidence and number of DIY projects done in past 12 months, by age, October 2010
                                                                                                                                                                                                                                        • Income shapes likelihood of DIY activity, number of projects
                                                                                                                                                                                                                                          • Figure 36: Incidence and number of DIY projects done in past 12 months, by household income, October 2010
                                                                                                                                                                                                                                        • Those with kids undertake more DIY projects
                                                                                                                                                                                                                                          • Figure 37: Incidence and number of DIY projects done in past 12 months, by presence and number of children, October 2010
                                                                                                                                                                                                                                        • Rural dwellers most likely to undertake DIY activity
                                                                                                                                                                                                                                          • Figure 38: Incidence and number of DIY projects done in past 12 months, by urban status, October 2010
                                                                                                                                                                                                                                      • Remodeling Projects—Types and Trends

                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                          • Trends in categories of remodeling projects done/planned
                                                                                                                                                                                                                                            • Figure 39: Categories of remodeling projects done in the past 12 months, May 2004-June 2010
                                                                                                                                                                                                                                          • Planning of projects somewhat lower in 2008-10
                                                                                                                                                                                                                                            • Figure 40: Categories of remodeling projects planned in the next 12 months, May 2004-June 2010
                                                                                                                                                                                                                                          • Specific types of home improvement work done, and who did it
                                                                                                                                                                                                                                            • Figure 41: Specific remodeling work done in past 12 months, and who did it, Part 1, April 2009-June 2010
                                                                                                                                                                                                                                            • Figure 42: Specific remodeling work done in past 12 months, and who did it, Part 2, April 2009-June 2010
                                                                                                                                                                                                                                        • Spend on Home Improvements

                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                            • Age, income, and region shape spending on home improvement
                                                                                                                                                                                                                                              • Figure 43: Spend on home improvements in past 12 months, by key demographics, part 1, April 2009-June 2010
                                                                                                                                                                                                                                            • Married without kids spend the most on home improvement
                                                                                                                                                                                                                                              • Figure 44: Spend on home improvements in past 12 months, by key demographics, part 2, April 2009-June 2010
                                                                                                                                                                                                                                          • The Demographics of Remodeling, Painting/Staining, and Workshop Equipment Owned/Rented

                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                              • Impact of age, income, and region on remodeling, painting, and workshop equipment
                                                                                                                                                                                                                                                • Figure 45: Remodeling, painting/staining done and workshop equipment owned/rented, by key demographics, part 1, April 2009-June 2010
                                                                                                                                                                                                                                              • Married do more remodeling and those with kids, interior painting
                                                                                                                                                                                                                                                • Figure 46: Remodeling, painting/staining done and workshop equipment owned/rented, by key demographics, part 2, April 2009-June 2010
                                                                                                                                                                                                                                              • …and who’s actually doing the work?
                                                                                                                                                                                                                                                • Figure 47: Remodeling, painting/staining done—who did it? by key demographics, April 2009-June 2010
                                                                                                                                                                                                                                              • Singles hire the most professional help
                                                                                                                                                                                                                                                • Figure 48: Remodeling, painting/staining done—who did it? by key demographics, part 2, April 2009-June 2010
                                                                                                                                                                                                                                            • Motivations, Planning and Paying for Doing Home Improvements

                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                • Downturn has mixed effect on DIY activity
                                                                                                                                                                                                                                                    • Figure 49: Motivations, planning, and paying for doing home improvements, by age, October 2010
                                                                                                                                                                                                                                                  • Income shapes attitudes, access to loans, and use of planning services
                                                                                                                                                                                                                                                    • Figure 50: Motivations, planning, and paying for doing home improvements, by household income, October 2010
                                                                                                                                                                                                                                                  • Those with 2+ children more likely to be looking to get out of unfavorable housing situation
                                                                                                                                                                                                                                                    • Figure 51: Motivations, planning, and paying for doing home improvements, by presence and number of children, October 2010
                                                                                                                                                                                                                                                  • Regional variations in DIY attitudes and activities
                                                                                                                                                                                                                                                    • Figure 52: Motivations, planning, and paying for doing home improvements, by region, October 2010
                                                                                                                                                                                                                                                • Reasons for Not Doing a Major Renovation or Addition

                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                    • Money key barrier to undertaking major renovation projects
                                                                                                                                                                                                                                                      • Figure 53: Reasons for not doing a major renovation or addition, by key demographics, October 2010
                                                                                                                                                                                                                                                    • Women aged 18-34 merit outreach
                                                                                                                                                                                                                                                      • Figure 54: Reasons for not doing a major renovation or addition, by gender and age, October 2010
                                                                                                                                                                                                                                                  • Who Does the Home Renovation Work?

                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                      • For basic electric, about half do most tasks alone or with a little help
                                                                                                                                                                                                                                                        • Figure 55: How to get things done around the house—who does the basic electric?, October 2010
                                                                                                                                                                                                                                                      • Interior painting a strong DIY activity
                                                                                                                                                                                                                                                        • Figure 56: How to get things done around the house—who does the painting?, October 2010
                                                                                                                                                                                                                                                      • Basic plumbing repairs often DIY, bigger projects demand pros
                                                                                                                                                                                                                                                        • Figure 57: How to get things done around the house—who does the plumbing?, October 2010
                                                                                                                                                                                                                                                      • DIY activity with floor and wall tasks varies with labor intensity
                                                                                                                                                                                                                                                        • Figure 58: How to get things done around the house—who does the floor and wall tasks?, October 2010
                                                                                                                                                                                                                                                      • For heavy-duty building, about half turn to pros
                                                                                                                                                                                                                                                        • Figure 59: How to get things done around the house—who does the more heavy-duty building work? October 2010
                                                                                                                                                                                                                                                    • Thinking about the Environment

                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                        • Vast majority undertake basic resource-saving activities
                                                                                                                                                                                                                                                          • Figure 60: Environmental impact—basic actions/behavior and energy efficient products used, now and planned, October 2010
                                                                                                                                                                                                                                                        • More costly eco-friendly improvements embraced only by minority
                                                                                                                                                                                                                                                          • Figure 61: Environmental impact—construction/building installs, now and planned, October 2010
                                                                                                                                                                                                                                                      • Consumer Rating of Home Improvement Stores

                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                          • Home centers top rating for selection, hardware stores for service
                                                                                                                                                                                                                                                              • Figure 62: Rating of DIY stores on stock and staff attributes, October 2010
                                                                                                                                                                                                                                                          • Brand Usage

                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                              • Interior paint brands—usage by age
                                                                                                                                                                                                                                                                • Figure 63: Paint brands used, interior painting, by age, April 2009-June 2010
                                                                                                                                                                                                                                                              • Interior paint brands—usage by income
                                                                                                                                                                                                                                                                • Figure 64: Paint brands used, interior painting, by household income, April 2009-June 2010
                                                                                                                                                                                                                                                              • Exterior paint brands—usage by age
                                                                                                                                                                                                                                                                • Figure 65: Paint brands used, exterior painting, by age, April 2009-June 2010
                                                                                                                                                                                                                                                              • Exterior paint brands—usage by income
                                                                                                                                                                                                                                                                • Figure 66: Paint brands used, exterior painting, by household income, April 2009-June 2010
                                                                                                                                                                                                                                                              • Interior/exterior staining brands—usage by age
                                                                                                                                                                                                                                                                • Figure 67: Interior/exterior stain brands used, by age, April 2009-June 2010
                                                                                                                                                                                                                                                              • Interior/exterior staining brands—usage by income
                                                                                                                                                                                                                                                                • Figure 68: Interior/exterior stain brands used, by household income, April 2009-June 2010
                                                                                                                                                                                                                                                              • Workshop equipment brands—ownership by age
                                                                                                                                                                                                                                                                • Figure 69: Workshop equipment brands owned, by age, April 2009-June 2010
                                                                                                                                                                                                                                                              • Workshop equipment brands—ownership by income
                                                                                                                                                                                                                                                                • Figure 70: Workshop equipment brands owned, by household income, April 2009-June 2010
                                                                                                                                                                                                                                                            • Impact of Race/Hispanic Origin

                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                • Hispanics and Asians show strong interest in DIY
                                                                                                                                                                                                                                                                  • Figure 71: Incidence and number of DIY projects done in past 12 months, by race/Hispanic origin, October 2010
                                                                                                                                                                                                                                                                • Hispanics spend on a par with whites
                                                                                                                                                                                                                                                                  • Figure 72: Spend on home improvements in past 12 months, by race/Hispanic origin, April 2009-June 2010
                                                                                                                                                                                                                                                                • Whites and Hispanics do the most remodeling and painting
                                                                                                                                                                                                                                                                  • Figure 73: Remodeling, painting/staining done and workshop equipment owned/rented, by race/Hispanic origin, April 2009-June 2010
                                                                                                                                                                                                                                                                • Lack of skills most widely cited by blacks
                                                                                                                                                                                                                                                                  • Figure 74: Reasons for not doing a major renovation or addition, by race/Hispanic origin and household income, October 2010
                                                                                                                                                                                                                                                                • Interior paint brands—usage by race/Hispanic origin
                                                                                                                                                                                                                                                                  • Figure 75: Paint brands used, interior painting, by race/Hispanic origin, April 2009-June 2010
                                                                                                                                                                                                                                                                • Exterior paint brands—usage by race/Hispanic origin
                                                                                                                                                                                                                                                                  • Figure 76: Paint brands used, exterior painting, by race/Hispanic origin, April 2009-June 2010
                                                                                                                                                                                                                                                                • Workshop equipment brands—ownership by race/Hispanic origin
                                                                                                                                                                                                                                                                  • Figure 77: Workshop equipment brands owned, by race/Hispanic origin, April 2009-June 2010
                                                                                                                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                                                                                                                  • Friendlies
                                                                                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                                                                          • Doers
                                                                                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                                                                                  • Hirers
                                                                                                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                                                                                                                            • Figure 78: Home improvement clusters, October 2010
                                                                                                                                                                                                                                                                                            • Figure 79: Number of DIY projects done in past 12 months, by home improvement clusters, October 2010
                                                                                                                                                                                                                                                                                            • Figure 80: Motivations, planning, and paying for doing home improvements, by home improvement clusters, October 2010
                                                                                                                                                                                                                                                                                            • Figure 81: Reasons for not doing a major renovation or addition, by home improvement clusters, October 2010
                                                                                                                                                                                                                                                                                            • Figure 82: How to get things done around the house—tasks and jobs “done myself/on own,” by home improvement clusters, October 2010
                                                                                                                                                                                                                                                                                            • Figure 83: How to get things done around the house—tasks and jobs “would employ a general handyman to do,” by home improvement clusters, October 2010
                                                                                                                                                                                                                                                                                            • Figure 84: Environmental impact—basic actions/behavior and energy efficient products used, now and planned, by home improvement clusters, October 2010
                                                                                                                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                                                                                                                            • Figure 85: Home improvement clusters, by gender, October 2010
                                                                                                                                                                                                                                                                                            • Figure 86: Home improvement clusters, by age group, October 2010
                                                                                                                                                                                                                                                                                            • Figure 87: Home improvement clusters, by household income, October 2010
                                                                                                                                                                                                                                                                                            • Figure 88: Home improvement clusters, by race, October 2010
                                                                                                                                                                                                                                                                                            • Figure 89: Home improvement clusters, by Hispanic origin, October 2010
                                                                                                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                                                                                                          • Custom Consumer Tables

                                                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                                                              • Aggressive marketing to dads warranted
                                                                                                                                                                                                                                                                                                  • Figure 90: Incidence and number of DIY projects done in past 12 months, by gender and presence of children, October 2010
                                                                                                                                                                                                                                                                                                • Moms more likely to take on projects alone than women without kids
                                                                                                                                                                                                                                                                                                    • Figure 91: Would do projects themselves, by gender and presence of children, October 2010
                                                                                                                                                                                                                                                                                                  • Dads seek “green” home improvements, and moms, low-VOC paints
                                                                                                                                                                                                                                                                                                      • Figure 92: Environmental impact—basic actions/behavior and energy efficient products and construction/building installs, now, by gender and presence of children, October 2010
                                                                                                                                                                                                                                                                                                    • Dads show highest interest in future “green” behavior, products, and projects
                                                                                                                                                                                                                                                                                                        • Figure 93: Environmental impact—basic actions/behavior and energy efficient products and construction/building installs, planned, by gender and presence of children, October 2010
                                                                                                                                                                                                                                                                                                    • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                                      • Educational attainment shapes DIY activity
                                                                                                                                                                                                                                                                                                        • Figure 94: Incidence and number of DIY projects done in past 12 months, by level of education, October 2010
                                                                                                                                                                                                                                                                                                      • Self-employed show highest level of DIY activity
                                                                                                                                                                                                                                                                                                        • Figure 95: Incidence and number of DIY projects done in past 12 months, by work status, October 2010
                                                                                                                                                                                                                                                                                                      • Attitudes and motives vary with urban status
                                                                                                                                                                                                                                                                                                          • Figure 96: Motivations, planning, and paying for doing home improvements, by urban status, October 2010
                                                                                                                                                                                                                                                                                                        • Those with high levels of education cite lack of skills as barrier
                                                                                                                                                                                                                                                                                                          • Figure 97: Reasons for not doing a major renovation or addition, by level of education, work status and region, October 2010
                                                                                                                                                                                                                                                                                                        • Ratings of DIY stores and staff
                                                                                                                                                                                                                                                                                                          • Figure 98: Rating of DIY stores and staff on stock, and staff attributes, October 2010
                                                                                                                                                                                                                                                                                                      • Appendix—Trade Associations

                                                                                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                                                                                        • Ace Hardware Corporation
                                                                                                                                                                                                                                                                                                        • American Hardware Manufacturers Association
                                                                                                                                                                                                                                                                                                        • Bureau of Economic Analysis
                                                                                                                                                                                                                                                                                                        • Costco Wholesale Corporation
                                                                                                                                                                                                                                                                                                        • Home Depot (USA)
                                                                                                                                                                                                                                                                                                        • Home Improvement Research Institute
                                                                                                                                                                                                                                                                                                        • Imperial Chemical Industries PLC
                                                                                                                                                                                                                                                                                                        • Kmart Corporation
                                                                                                                                                                                                                                                                                                        • Martha Stewart Living Omnimedia Inc.
                                                                                                                                                                                                                                                                                                        • Morgan Stanley
                                                                                                                                                                                                                                                                                                        • National Association of Home Builders (NAHB)
                                                                                                                                                                                                                                                                                                        • National Association of Realtors (NAR)
                                                                                                                                                                                                                                                                                                        • National Retail Hardware Association and Home Center Institute
                                                                                                                                                                                                                                                                                                        • Power Tools Institute (PTI)
                                                                                                                                                                                                                                                                                                        • SAM's Club
                                                                                                                                                                                                                                                                                                        • Sears Holdings Corporation
                                                                                                                                                                                                                                                                                                        • Target Corporation
                                                                                                                                                                                                                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                                        • U.S. Environmental Protection Agency
                                                                                                                                                                                                                                                                                                        • U.S. Green Building Council (USGBC)
                                                                                                                                                                                                                                                                                                        • US Department of Commerce
                                                                                                                                                                                                                                                                                                        • Walmart Stores (USA)

                                                                                                                                                                                                                                                                                                        Home Improvement - US - February 2011

                                                                                                                                                                                                                                                                                                        £3,277.28 (Excl.Tax)