- /
- All Industries /
- Household and Home /
- DIY /
- Canada Improving the Home Market Report 2023
“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
Collapse All
-
Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
- What you need to know
-
Executive Summary
-
- Top takeaways
- Consumer trends
- Figure 1: Involvement with home improvement projects, 2022
-
- Figure 2: Enjoyment of home improvement projects, 2022
-
- Figure 3: Approach planned for home improvement projects in the next year, 2022
-
- Figure 4: Motivations for completing most recent home improvement project, 2022
-
- 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
-
-
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
-
- 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
-
- 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
-
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
-
- 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
-
- Figure 22: Copper and Gold Project Instagram post, 2022
- Figure 23: Urban Homeology Instagram post, 2023
-
- Figure 24: “I would like to use digital visualization tools to help plan or manage home projects” (% any agree), by age, 2022
-
- Figure 25: Tanzite Stone Decks Instagram post, 2023
- Getting more for less
-
The Home Improvement Consumer – Fast Facts
-
-
Involvement in Home Improvement Projects
- Most consumers tackle home improvement projects with some regularity
- Figure 26: Involvement with home improvement projects, 2022
-
- Figure 27: Involvement with home improvement projects, age and gender, 2022
-
- Figure 28: Involvement with home improvement projects, by household income, 2022
-
- Figure 29: Those who do home improvement projects, by parental status, 2022
-
- Figure 30: Home Depot Canada Instagram post, 2022
- Figure 31: ESCEJL Instagram post, 2022
-
- Figure 32: Those who do home improvement projects, by homeownership status, 2022
-
- Figure 33: Involvement with home improvement projects, by region, 2022
- Most consumers tackle home improvement projects with some regularity
-
Home Improvement Project Enjoyment and Aptitude
-
- Figure 34: Enjoyment of home improvement projects, 2022
-
- Figure 35: Those who like/love home improvement projects, by age and gender, 2022
-
- 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
-
- Figure 38: “I am interested in taking a home improvement class” (% any agree), by age and gender, 2022
-
- Figure 39: DIY skill level, men vs women, 2022
-
- Figure 40: Those who rate their DIY skills as intermediate or better, by age and gender, 2022
-
- Figure 41: Online tutorials make it easier to do projects myself (% any agree), by age, 2022
-
-
Recently Completed or Planned Projects
-
- Figure 42: Home improvement/maintenance projects completed in the past three years or planned for next year, 2022
-
- Figure 43: Home improvement/maintenance projects completed in the past three years or planned for next year, men vs women, 2022
-
- Figure 44: Home improvement/maintenance projects completed in the past three years or planned for next year, by age, 2022
-
- Figure 45: Any home improvement/maintenance projects completed in the past three years or planned for next year, by homeownership status, 2022
-
- Figure 46: Behr Paint Instagram post, 2023
-
-
Method of Completing Home Projects
-
- Figure 47: Approach taken for home improvement projects completed in the past three years, 2022
-
- Figure 48: Home improvement accomplishment attitudes (% any agree), 2022
-
- Figure 49: Approach planned for home improvement projects in the next year, 2022
-
-
Motivations for Improving the Home
-
- Figure 50: Motivations for completing most recent home improvement project, 2022
-
- Figure 51: Motivations for completing most recent home improvement project (NET), by age, 2022
-
- Figure 52: Motivations for completing most recent home improvement project (select), by age, 2022
-
- Figure 53: Those who completed most recent home improvement project to refresh décor, men vs women, 2022
-
- Figure 54: Motivations for completing most recent home improvement project (NET), by homeownership status, 2022
-
- Figure 55: Motivations for completing most recent home improvement project (NET), by expected financial situation in the next 12 months, 2022
-
-
Economic Impact
-
- Figure 56: Impact of economy on home improvement plans, 2022
-
- Figure 57: Get Plunk Instagram post, 2022
- Figure 58: CAClosets Instagram post, 2023
-
- Figure 59: Impact of economy on home improvement plans (select), men vs women, 2022
-
- Figure 60: Impact of economy on home improvement plans, by age, 2022
-
-
Home Improvement Barriers
-
- Figure 61: Barriers to home improvement (% any agree), 2022
-
- Figure 62: Barriers to home improvement (% any agree), men vs women, 2022
-
- Figure 63: Barriers to home improvement (% any agree), 18-44s vs over-45s, 2022
-
-
Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Consumer qualitative research
- Mintel Trend Drivers
- Abbreviations
- Data sources
About the report
Below is a sample report, understand what you are buying.
Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.
Other Popular Reports
Canada FinTech and Open Banking Market Report 2023
$4,995 (Excl.Tax)
The future of fintech holds immense potential, promising greater financial inclusion along with reshaping the way consumers engage with their finances. Amr Hamdi, Finance Analyst ...
Find out moreCanada Mobile Gaming Market Report 2024
$4,995 (Excl.Tax)
It is an exciting time for mobile gaming; AR/VR advancements, cloud gaming and monetization innovations bode well for consumers and brands alike. Michael Lloy, Research Analyst ...
Find out moreCanada Dishwashing products Market Report 2023
$4,995 (Excl.Tax)
“The category’s essential nature helps to shield it from serious cutbacks due to current economic conditions, though many consumers are altering their dishwashing behaviours in order to save...
Find out moreCanada Dishwashing products Market Report 2023
$4,995 (Excl.Tax)
“The category’s essential nature helps to shield it from serious cutbacks due to current economic conditions, though many consumers are altering their dishwashing behaviours in order to save...
Find out moreCanada Cleaning the Home Market Report 2023
$4,995 (Excl.Tax)
“Cleaning habits have become somewhat less intense compared to the height of the pandemic. While eliminating germs continues to be a strong motivator, consumers are also driven by...
Find out moreTrusted by global industry leaders
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
It’s mostly me who uses them but if I know someone is working on something specific I will share the relevant reports.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
Andrew Neeson, Market Intelligence Manager, VocaLink
“Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.”
Ben Zeidler, Director - Research and Analytics, Tenth Wave
“We also use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.”
Marie Stafford, European Director, The Innovation Group, Wunderman Thompson
“When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.”
Rebecca Green, Market Insight Manager, Wincanton
“One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.”
Jeff White, Business Development Director, Deutsch
