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Home Improvement and Maintenance - US - October 2018

"The home improvement and maintenance market benefits from a healthy economy and genuine interest in improving the home. As more consumers engage in discretionary projects to create a home that looks and feel like their own and works more efficiently, retailers will have a prime opportunity to engage and empower DIYers, particularly emerging generations that approach and shop the category differently than their predecessors."
- Rebecca Cullen, Household Care Analyst

This Report looks at the following areas:

  • Home improvement and maintenance market 
  • American’s future is bright and filled with home projects

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Home improvement and maintenance market
            • Figure 1: DIY home improvement participation, Winter February 2009-March 2018
          • American’s future is bright and filled with home projects
            • Figure 2: Past and future home spending plans, February 2018
          • Home improvement and maintenance participants
            • Inflated confidence leading to less reliance on professional help
              • Figure 3: Any home improvement projects DIY or by hired professional, confidence’s impact on projects undertaken, July 2018
            • Younger adults enter DIY market
              • Figure 4: Interior DIY home improvement and maintenance projects, by age, July 2018
            • Frequent DIYers well planned and inspired by design media
              • Figure 5: approach to projects, by number of DIY projects undertaken in the past three years, July 2018
            • Planning and shopping for home improvement projects
              • Home improvement stores dominate, yet mass and online making moves
                • Figure 6: Home improvement, mass merchandisers, and online-only retailers shopped, by age, July 2018
              • Seeing is believing and achieving: tech tools, services enhance shopping experience
                • Figure 7: Desired technology and service retail improvements, by age, July 2018
              • What it means
              • The Market – What You Need to Know

                • Participation remains stable, future spending plans include home projects
                  • Millennials slow to enter home market, but they are entering eventually
                  • Market Perspective

                    • Category participation remains stable
                      • Figure 8: Adult home improvement participation in the last 12 months, winter 2009-18
                    • Social media, design shows changing the home improvement game
                      • America’s future spending plans include home improvement purchases
                        • Figure 9: Past and future home spending plans, February 2018
                    • Market Factors

                      • Millennials slow to buy first home, start a family
                        • Figure 10: Homeownership rate, by age of householder, 2017
                      • Home renovation trends provide positive outlook
                        • Figure 11: NAHB Remodeling Market Index (RMI), 2010-18
                    • Key Players – What You Need to Know

                      • Mass merchandisers investing in home décor and projects
                        • Changing how consumers plan and shop for home projects
                          • Aging in place pursuits create opportunities to reach older adults
                          • What’s Happening?

                            • Home improvement retailers continue to dominate
                              • Mass merchandisers look to capture larger share of DIY market
                                • Figure 12: Target Magnolia Home social media campaign, June 2018
                              • In their own words: shopping mass merchants vs home improvement retailers
                                • Projects that make the home work for the owner are trending
                                • What’s Struggling?

                                  • Confidence in home project skills limits need for professional help
                                    • Figure 13: Wayfair “My secret weapon” TV ad, June 2017
                                  • On-demand home services
                                  • What’s Next?

                                    • Evolving the shopping experience
                                      • Social shopping
                                        • Tech platforms bring new level of convenience to inspiration and visualization
                                          • Seamless shopping
                                            • Acknowledge aging in place trends
                                              • Figure 14: Number of DIY home projects undertaken, by generation, July 2018
                                          • The Consumer – What You Need to Know

                                            • Cosmetic updates most popular, particularly among young DIYers
                                              • Traditional DIY retailers dominate, yet mass and online gain ground
                                                • Adults look to peers for guidance, then Google
                                                  • Frequent DIYers well-prepared, inspired by design shows
                                                    • Category shoppers want services and tools that add convenience
                                                      • Younger adults, frequent DIYers find value in home style
                                                      • Home Improvement Projects

                                                        • Interior projects most common DIY home improvement project
                                                          • Exterior and flooring projects are left to professionals
                                                            • Figure 15: Home improvement and maintenance projects, July 2018
                                                          • Younger adults move into key DIY years
                                                            • Figure 16: Select interior DIY home improvement and maintenance projects, by age, July 2018
                                                          • Income, living situation limit category participation
                                                            • Figure 17: Lowe’s Instagram story, Fall 2017
                                                            • Figure 18: Select home improvement and maintenance projects, by household income, primary residence, July 2018
                                                        • Retail Channels Shopped

                                                          • Big box home improvement centers most shopped
                                                            • Figure 19: Wayfair email campaign, July 2018
                                                            • Figure 20: Retail channels shopped, July 2018
                                                          • Younger DIY shoppers head to mass, specialty, and online retailers
                                                            • Figure 21: Select retail channels shopped, by age, July 2018
                                                          • Hardware, specialty stores preferred for more complex projects
                                                              • Figure 22: Select DIY home improvement projects, by big box, hardware, and specialty retailers shopped (nets), July 2018
                                                          • Hiring Professional Help

                                                            • In friends and family we trust
                                                              • Figure 23: Hiring professional help, July 2018
                                                            • Older adults trust personal contacts, younger adults trust the internet
                                                              • Figure 24: Select methods of hiring professional help, by age, July 2018
                                                          • Approach to Projects

                                                            • Planning and preparedness are key for home projects
                                                              • The HGTV effect: design shows inspire projects
                                                                • Figure 25: Approach to projects, by repertoire of DIY projects undertaken and planned, July 2018
                                                              • In their words: most commit to a project, then look for inspiration
                                                                • Older shoppers seek professional advice, younger adults inspired by emerging media
                                                                  • Figure 26: Select approaches to projects, by age, July 2018
                                                              • Desired Retail Improvements

                                                                • Services and experiential retailing could pay off
                                                                  • Figure 27: Desired retail improvements, July 2018
                                                                • In their words: services and tools that enhance shopping
                                                                  • Visualization tools, in-store services reach widest audience
                                                                    • Figure 28: TURF analysis – Desired improvements, July 2018
                                                                  • Methodology
                                                                    • Retailers can differentiate on services, tech tools
                                                                      • Figure 29: Select desired retail improvements, by age, July 2018
                                                                  • Attitudes and Behaviors toward Home Improvement

                                                                    • Personal touch makes it feel like home
                                                                      • Focus on shorter, easy to complete projects
                                                                          • Figure 30: Attitudes and behaviors toward home improvement and repair, July 2018
                                                                        • Frequent DIYers gain personal gratification from home projects
                                                                          • Figure 31: Select attitudes and behaviors toward home improvement projects, by number of DIY projects undertaken in the past three years, July 2018
                                                                        • Younger participants overwhelmed, adding personal touch to first home
                                                                          • Figure 32: Select attitudes and behaviors toward home improvement and repair, by age, July 2018
                                                                      • Appendix – Data Sources and Abbreviations

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

                                                                                    • Figure 33: Summary of bases for home improvement participation in the last 12 months, February 2009-March 2018

                                                                                Home Improvement and Maintenance - US - October 2018

                                                                                £3,435.47 (Excl.Tax)