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Key points included

  • 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

Covered in this report

Home improvement projects that adults completed/purchased/ installed themselves, as well as projects installed by professionals. Home improvement projects include repairs or additions to the home, including projects such as renovating a kitchen, installing a new bathroom or installing smart technology. Decorating includes activities such as internal and external painting, as well as smaller décor-related projects like rehabbing furniture.

Expert analysis from a specialist in the field

Written by Rebecca Cullen, a leading analyst in the Household sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

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

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What's included

What's included

Table of contents

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

                                                                                This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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                                                                                • Brand/Company

                                                                                  Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                • Data

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