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Improving the Home - US - November 2019

"Americans are investing in their homes, undertaking a range of décor- and lifestyle-related projects that allow them to create a home that reflects their personal style, as opposed to sticking to necessary maintenance. As younger generations engage in discretionary projects to create a home that meets their design and functional needs, retailers and brands will have a prime opportunity to engage and empower DIYers and maintain market growth."
- Rebecca Cullen, Household Care Analyst

This Report will cover the following areas:

  • Nearly one third disengaged in DIY category
  • Lack of time, confidence and tools may limit participation
  • Lack of trust and quality work prove challenging for on-demand services
  • All the single ladies – Put your hammers up!
  • Pride and emotional benefits motivate home projects
  • Younger, less-affluent consumers are important demographic for on-demand services

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Top takeaways
          • The issues
            • Nearly one third disengaged in DIY category
              • Figure 1: DIY consumer segmentation – Attitudes toward home improvement projects, September 2019
            • Lack of time, confidence and tools may limit participation
              • Figure 2: Select attitudes and barriers toward home improvement projects (any agree – Net), September 2019
            • Lack of trust and quality work prove challenging for on-demand services
              • Figure 3: Select attitudes toward home services and professionals, September 2019
            • The opportunities
              • All the single ladies – Put your hammers up!
                • Figure 4: Any completion (net) of any project or repair (net), select reasons for undertaking project, by gender, September 2019
              • Pride and emotional benefits motivate home projects
                • Figure 5: Select attitudes toward home improvement projects, by age, September 2019
              • Younger, less-affluent consumers are important demographic for on-demand services
                • Figure 6: Select attitudes toward home services and professionals, by age, September 2019
              • What’s next
              • The Market – What You Need to Know

                • Discretionary projects will propel the market
                  • Nearly one third of DIYers are not thrilled to take on home projects
                    • Americans want a house they can make their own
                    • Market Perspective

                      • Slowdown projected in home improvement, look to smaller projects for growth
                      • DIY Consumer Segments

                        • Three consumer segments based on attitudes toward home improvement projects
                            • Figure 7: DIY consumer segmentation – Attitudes toward home improvement projects, September 2019
                          • DIY Doubters
                            • Demographics:
                              • Who are they?
                                • A receptive and engaged group looking for a project partner
                                  • Confident and Customized DIYers
                                    • Demographics:
                                      • Who are they?
                                        • Disinclined DIYers
                                          • Demographics:
                                            • Who are they?
                                            • Market Factors

                                              • Shifts in living and surroundings
                                                • Figure 8: Homeownership rate, among adults aged 35 and younger, 2007-17
                                              • Home buying reflects “fixer-upper” mentality
                                                • Figure 9: Preferences for new or previously owned homes, March 2019
                                            • Key Trends – What You Need to Know

                                              • Retailers want in on the on-demand economy
                                                • Looking to the future, homes will be efficient and accessible
                                                  • Shared and on-demand economy will impact the home improvement market
                                                  • What’s Happening

                                                    • Media changes the game for home improvement projects
                                                      • Figure 10: Repertoire of DIY home projects undertaken, by select sources of influence, September 2019
                                                      • Figure 11: #Homeenvy on Instagram
                                                    • Retailers build through acquisition in DIFM market
                                                    • What to Watch

                                                      • The future home will look very different
                                                        • Climate change will drive interest in smart tech and other efficiency projects
                                                            • Figure 12: Home Depot Facebook ad, April-May 2019
                                                          • Markets adapt to an older population, as should home improvement
                                                            • Brands consider platform activity, audiences with ad spend
                                                              • Figure 13: Home Depot site spend share, Facebook ad spend share by gender, August-September 2019
                                                              • Figure 14: Lowe’s site spend share, Facebook ad spend share by gender, August-September 2019
                                                              • Figure 15: Social media usage, at least daily, August 2019
                                                              • Figure 16: Social media usage, at least daily (net), by gender, age, August 2019
                                                              • Figure 17: Lowe’s Instagram, May 2019
                                                            • More retailers move toward shared economy
                                                              • On-demand services poised to be next big trend
                                                              • The Consumer – What You Need to Know

                                                                • Interior projects most common DIY, women will step up DIY game
                                                                  • Lifestyle and maintenance equally drive participation
                                                                    • Media, peers highly influential when it comes to home projects
                                                                      • On-demand services viewed as convenient, yet untrustworthy
                                                                        • Pride, personalization are key motivations for home projects
                                                                        • Home Improvement Projects

                                                                          • Interior DIY projects remain most popular
                                                                            • Figure 18: Home improvement projects undertaken, September 2019
                                                                          • Tool (wo)man: men currently more engaged, but don’t ignore women
                                                                            • Figure 19: Select DIY home improvement projects, by gender, September 2019
                                                                          • Young adults look to make a space their own
                                                                            • Figure 20: Select DIY home improvement projects, by age, September 2019
                                                                          • Despite their uncertainty, DIY Doubters are active participants
                                                                            • Figure 21: DIY home improvement projects, by consumer segments, September 2019
                                                                        • Reasons for Undertaking DIY Projects

                                                                          • Top reasons for undertaking are both practical and discretionary
                                                                            • Figure 22: Reasons for undertaking DIY home improvement project, September 2019
                                                                            • Figure 23: Repertoire of number of DIY projects completed, by reasons for undertaking project, September 2019
                                                                          • Women driven by design and décor
                                                                            • Figure 24: Select reasons for undertaking DIY home improvement project, by gender, September 2019
                                                                          • 18-34s have more reasons to participate
                                                                            • Figure 25: Select reasons for undertaking DIY home improvement project, by age, September 2019
                                                                        • Sources of Influence

                                                                          • Media sparks inspiration and guides home projects
                                                                            • Figure 26: Sources of influence, September 2019
                                                                          • Younger adults seek guidance without having to physically interact
                                                                            • Figure 27: Select sources of influence, by age, September 2019
                                                                        • Attitudes toward Home Services and Professionals

                                                                          • Challenges and opportunities for on-demand services
                                                                            • Figure 28: Attitudes toward home services and professionals, September 2019
                                                                          • Younger adults fuel the on-demand market
                                                                            • Figure 29: Select attitudes toward home services and professionals, by age, September 2019
                                                                        • Attitudes toward Home Improvement Projects

                                                                          • Pride in home and personal style motivate projects
                                                                            • Lack of time and tools may limit participation
                                                                              • Figure 30: Attitudes toward home improvement projects, any agree – Net, September 2019
                                                                            • Younger DIYers less confident in skills, interested in tools and services
                                                                              • Figure 31: Select attitudes toward home improvement projects, by age, September 2019
                                                                            • Addressing barriers could increase engagement among DIY Doubters
                                                                              • Figure 32: Select attitudes toward home improvement projects, by consumer segments, September 2019
                                                                          • Appendix – Data Sources and Abbreviations

                                                                            • Consumer survey data
                                                                              • Abbreviations and terms
                                                                                • Abbreviations
                                                                                • Appendix – The Consumer

                                                                                    • Figure 33: Households, by detailed type, 2008 and 2018

                                                                                Improving the Home - US - November 2019

                                                                                £3,435.47 (Excl.Tax)