Canada Improving the Home Consumer Report 2023
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“Economic realities are causing consumers to reassess their home improvement plans to determine the best way forward. While many are making concessions, like reducing the scope or delaying a project, the fact remains that home improvements remain an item on to-do lists for the majority of Canadians. In addition to budget concerns, a lack of confidence is keeping consumers from attempting more ambitious projects. Educational outreach will be key to improving knowledge, encouraging additional DIY plans and building comfort around home improvement projects.”
– Meghan Ross, Senior Analyst – Home & BPC
This Report looks at the following areas
- Market drivers impacting home improvement plans, including economic and housing trends
- Home improvement project enjoyment and skill level
- The types of home improvement projects that consumers have recently completed or have planned for next year
- Reliance on DIY vs professional services
- Motivations for improving the home
- Barriers to home improvements
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
- What you need to know
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Executive Summary
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- Top takeaways
- Consumer trends
- Figure 1: Involvement with home improvement projects, 2022
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- Figure 2: Enjoyment of home improvement projects, 2022
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- Figure 3: Approach planned for home improvement projects in the next year, 2022
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- Figure 4: Motivations for completing most recent home improvement project, 2022
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- Figure 5: Impact of economy on home improvement plans, 2022
- Competitive strategies
- Saving through swaps
- Figure 6: Home Depot Canada Instagram post, February 2023
- Achievable projects build comfort
- Figure 7: Urban Homeology Instagram post, February 2023
- Market predictions
- Figure 8: Home improvement category outlook, 2023-28
- Opportunities
- Rental-friendly improvements will gain popularity
- Visualization tools should be leveraged
- Figure 9: “I would like to use digital visualization tools to help plan or manage home projects” (% any agree), by age, 2022
- Build confidence and start early
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Market Drivers
- Interest rates and inflationary pressures cause consumers to hesitate
- Figure 10: 12-month change in the Consumer Price Index, 2022-23
- Figure 11: Those who have changed their approach to home improvement projects due to economic conditions, by perceived financial health, 2022
- Homeownership rates impact category participation
- Figure 12: Maintenance and repair expenditures in housing (x 1,000,000), in Canadian dollars, 2001-21
- Figure 13: Home Depot Canada Instagram post, 2023
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- Figure 14: PPG Paints Instagram post, 2023
- Impact of COVID-19 on home improvements
- Figure 15: Percentage of workforce anticipated to work on-site or remotely over the next three months, first quarter of 2023
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- Figure 16: Evelyn.Interiors Instagram post, 2022
- Canada’s aging population will rely on home improvements to age in place
- Figure 17: Population aged 0-14 and 65+, 1988-2068*
- Interest rates and inflationary pressures cause consumers to hesitate
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Competitive Strategies and Market Opportunities
- Getting more for less
- Figure 18: Our Small Town Squad Instagram post, 2023
- Figure 19: IKEA Hackers Official Instagram post, 2022
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- Figure 20: Home Depot Canada Instagram post, 2023
- Take baby steps to ease consumers into the category
- Figure 21: Lowes Canada Instagram post, July 2022
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- Figure 22: Copper and Gold Project Instagram post, 2022
- Figure 23: Urban Homeology Instagram post, 2023
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- Figure 24: “I would like to use digital visualization tools to help plan or manage home projects” (% any agree), by age, 2022
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- Figure 25: Tanzite Stone Decks Instagram post, 2023
- Getting more for less
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The Home Improvement Consumer – Fast Facts
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Involvement in Home Improvement Projects
- Most consumers tackle home improvement projects with some regularity
- Figure 26: Involvement with home improvement projects, 2022
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- Figure 27: Involvement with home improvement projects, age and gender, 2022
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- Figure 28: Involvement with home improvement projects, by household income, 2022
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- Figure 29: Those who do home improvement projects, by parental status, 2022
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- Figure 30: Home Depot Canada Instagram post, 2022
- Figure 31: ESCEJL Instagram post, 2022
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- Figure 32: Those who do home improvement projects, by homeownership status, 2022
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- Figure 33: Involvement with home improvement projects, by region, 2022
- Most consumers tackle home improvement projects with some regularity
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Home Improvement Project Enjoyment and Aptitude
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- Figure 34: Enjoyment of home improvement projects, 2022
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- Figure 35: Those who like/love home improvement projects, by age and gender, 2022
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- Figure 36: Within the Grove Instagram post, 2023
- DIY skill assessment
- Figure 37: Those who like/love home improvement projects, by DIY skill level, 2022
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- Figure 38: “I am interested in taking a home improvement class” (% any agree), by age and gender, 2022
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- Figure 39: DIY skill level, men vs women, 2022
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- Figure 40: Those who rate their DIY skills as intermediate or better, by age and gender, 2022
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- Figure 41: Online tutorials make it easier to do projects myself (% any agree), by age, 2022
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Recently Completed or Planned Projects
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- Figure 42: Home improvement/maintenance projects completed in the past three years or planned for next year, 2022
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- Figure 43: Home improvement/maintenance projects completed in the past three years or planned for next year, men vs women, 2022
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- Figure 44: Home improvement/maintenance projects completed in the past three years or planned for next year, by age, 2022
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- Figure 45: Any home improvement/maintenance projects completed in the past three years or planned for next year, by homeownership status, 2022
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- Figure 46: Behr Paint Instagram post, 2023
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Method of Completing Home Projects
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- Figure 47: Approach taken for home improvement projects completed in the past three years, 2022
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- Figure 48: Home improvement accomplishment attitudes (% any agree), 2022
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- Figure 49: Approach planned for home improvement projects in the next year, 2022
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Motivations for Improving the Home
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- Figure 50: Motivations for completing most recent home improvement project, 2022
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- Figure 51: Motivations for completing most recent home improvement project (NET), by age, 2022
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- Figure 52: Motivations for completing most recent home improvement project (select), by age, 2022
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- Figure 53: Those who completed most recent home improvement project to refresh décor, men vs women, 2022
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- Figure 54: Motivations for completing most recent home improvement project (NET), by homeownership status, 2022
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- Figure 55: Motivations for completing most recent home improvement project (NET), by expected financial situation in the next 12 months, 2022
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Economic Impact
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- Figure 56: Impact of economy on home improvement plans, 2022
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- Figure 57: Get Plunk Instagram post, 2022
- Figure 58: CAClosets Instagram post, 2023
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- Figure 59: Impact of economy on home improvement plans (select), men vs women, 2022
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- Figure 60: Impact of economy on home improvement plans, by age, 2022
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Home Improvement Barriers
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- Figure 61: Barriers to home improvement (% any agree), 2022
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- Figure 62: Barriers to home improvement (% any agree), men vs women, 2022
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- Figure 63: Barriers to home improvement (% any agree), 18-44s vs over-45s, 2022
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Consumer qualitative research
- Mintel Trend Drivers
- Abbreviations
- Data sources
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