US Meaning of Home Consumer Report 2026

The home, where the average US consumer spends 16-17 hours a day and 30% of their income, is a critical pillar of everyday life. First and foremost, the home is a place of security, which an overwhelming 92% of consumers report feeling in their home. Yet social and economic trends suggest the home will continue to rise in importance in the near future. Indeed, 75% of consumers already say they spend more time at home than a year ago. Homes increasingly function not just as physical and emotional shelters but as avenues of self-expression and work.

Changing household makeup and residential unit construction trends inform future demand for household goods. The market is witnessing a retrofit boom, as affordability pressures and an aging housing stock push consumers toward upgrading existing homes, DIY and space-maximizing furniture and appliances. Brands and investors should note that long-term renters, not just owners, are seeking home personalization and improvements, widening the target market for home-focused goods and services.

The broadest opportunity lies in enabling self-expression, a drive shared by all demographics. The modern breadth of tastes and hobbies create infinite permutations for both consumers and brands to explore. However, persistent economic uncertainty will push consumers toward cost-saving functionality and requires robust justifications from brands of positive ROI and emotional value.

This Report Looks at the Following Areas:

• Trends in the US housing market and household makeup
• Exploration of the critical role homes perform as a sanctuary, and what that means for different demographics
• The psychological basis of home activities – why consumers achieve wellbeing through activities, such as cleaning and cooking
• Consumers’ expectations of the home, and the differences due to demographics and lifestyle
• Trends and triggers for home improvement, and an exploration of the emotional motivations of home renovators
• The role of the home as a space for hosting friends and family – who enjoys it now and why, and who could, given support

Report Scope

This Report examines the attitudes US consumers have toward their home, including preferred home activities and motivations and barriers for hosting.

Consumer Research Methodology

For the purposes of this Report, Mintel commissioned exclusive consumer research through Kantar Profiles to explore consumer attitudes and behaviors toward the home. Mintel was responsible for the survey design, data analysis and reporting. Fieldwork was conducted in October 2025 among a sample of 2,000 adults aged 18+ with access to the internet.

Mintel selects survey respondents by gender, age, household income, region, race, ethnicity and parental status so they are proportionally representative of the US adult population using the internet. Mintel also slightly oversamples, relative to the population, respondents who are Hispanic or Black to ensure an adequate representation of these groups in our survey results and allow for more precise parameter estimates from our reported findings. Please note that Mintel surveys are conducted online and in English only. Hispanic consumers who are not online and/or do not speak English are not included in our survey results.

While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American or other race) will overlap those that also are Hispanic, because Hispanic consumers can be of any race.