Report Summary

Consumers want their home to be a safe, relaxing space. While this is the reality for most consumers, there's room to elevate all the elements a home can offer.

Katie Hansen, Senior Analyst, Retail & eCommerce

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

    • Consumer Insights

      • The in-home consumer: fast facts
      • Who is in the home?
      • Graph 1: household composition, 2023
      • Graph 2: household composition, by generation, 2023
      • Meaning of the home
      • Graph 3: meaning of the home, 2023
      • Graph 4: meaning of the home, 2022-23
      • Graph 5: meaning of the home, by generation, 2023
      • Graph 6: meaning of the home, by home ownership status, 2023
      • Graph 7: meaning of the home, by parental status and gender, 2023
      • Current home environment
      • Graph 8: current home, top five needs met, 2023
      • Graph 9: current home, top five frustrations, 2023
      • Graph 10: current home, top five needs met, by generation, 2023
      • Graph 11: current home, frustrations, by generation, 2023
      • Graph 12: current home, frustrations, by residence type, 2023
      • Graph 13: current home, top five needs met, by residence type, 2023
      • Graph 14: current home, top five needs met, by parental status and gender, 2023
      • Graph 15: current home, frustrations, by parental status and gender, 2023
      • Ideal home environment
      • Graph 16: ideal home environment, by generation, 2023
      • Graph 17: ideal home environment, by race and Hispanic origin indexed to all, 2023
      • Graph 18: ideal home environment, by homeownership, 2023
      • Wellbeing at home
      • Graph 19: wellbeing at home, 2023
      • Graph 20: wellbeing at home – time, by parental status and gender, 2023
      • Graph 21: wellbeing at home – responsibilities, by parental status and gender, 2023
      • Graph 22: wellbeing at home – enjoyment, by parental status and gender, 2023
      • Graph 23: wellbeing at home, by household companions indexed to all, 2023
      • Graph 24: wellbeing at home – relaxing, by work from home status, 2023
      • Behaviors at home
      • Graph 25: behaviors at home, 2023
      • Graph 26: behaviors at home – eaten a meal in bed, by generation and gender, 2023
      • Graph 27: behaviors at home, by residence type, 2023
      • Attitudes toward home
      • Graph 28: attitudes toward home – security (agree), by residence type, 2023
      • Graph 29: attitudes toward home – security (agree), by generation, 2023
      • Graph 30: attitudes toward home – space & functionality (agree), by residence type, 2023
      • Graph 31: attitudes toward home – space & functionality (agree), by generation, 2023
      • Graph 32: attitudes toward home – reflection of self (agree), by residence type, 2023
      • Graph 33: attitudes toward home – reflection of self (agree), by gender and generation, 2023
      • Graph 34: attitudes toward home – contentment with home (agree), by residence type, 2023
      • Graph 35: attitudes toward home – contentment with home (agree), by generation, 2023
    • Competitive Strategies

      • Competitive strategies and market opportunities
    • The Market

      • Market context
      • Market drivers
      • Graph 36: headline CPI, core CPI, and shelter CPI, 2021-23
      • Graph 37: consumer sentiment index, 2021-24
      • Graph 38: homeownership rate, by age of householder, Q4 2022
      • Graph 39: homeownership rate, 2012 to Q4 2022
      • Market landscape
      • Graph 40: households by number of members, 2021
      • Graph 41: home renovations, by household income, 2023
    • Appendix

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