Covered in this report

For the purposes of this report, Mintel has used the following definitions:

The focus of this report is on the shopping process for DIY home improvement projects as it pertains to retail. It explores where and how consumers shop for materials and tools, as well as their perceptions of leading home improvement retailers. DIY activities include repairs or additions to the home, including projects such as renovating a kitchen, installing a new bathroom and installing central heating. Decorating includes activities such as internal and external painting, wood staining or wallpapering.

An important companion Report to this one is Improving the Home – US, November 2019, which provides a broader look at consumers’ motivations for – and attitudes toward – DIY projects.

Expert analysis from a specialist in the field

Written by Diana Smith, a leading analyst in the Retail & Apparel sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The DIY (do-it-yourself) home renovation sector is big business, set to garner $357 billion in 2019. Growth is predicted through 2024, but the pace of this growth will decelerate this year and next before picking up again. Prospects for continued development look good as Millennials (and some of Generation Z) enter the stage of life where homeownership becomes more of a priority, and in general, homeownership rates are slowly trending up. However, the emerging on-demand culture may command home improvement retailers to pivot to become service providers to a greater degree as opposed to project suppliers, enablers and consultants Diana Smith
Associate Director – Retail & Apparel

Table of Contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • The DIY consumer
            • What we see
              • Retailers shopped
                • What we see
                  • Path to purchase
                    • What we see
                      • Retailer priorities and opportunities
                        • What we see
                          • What it means
                          • The Market – What You Need to Know

                            • Improvement expected for the market, but at a tempered pace
                              • On-demand culture supports DIFM market
                                • Homeownership rates slowly rising
                                  • “Fixer-upper” mentality fuels the market
                                  • Market Size and Forecast

                                    • Market gains expected, but remodeling growth will cool down through 2020
                                      • Figure 1: Total US retail sales and fan chart forecast of building material and supplies dealers, at current prices, 2014-24
                                      • Figure 2: Total US retail sales and forecast of building material and supplies dealers, at current prices, 2014-24
                                  • Market Perspective

                                    • DIFM threatens DIY
                                      • Figure 3: Attitudes toward on-demand home services, by generation, September 2019
                                  • Market Factors

                                    • Homeownership rates going in the right direction
                                      • Figure 4: Homeownership rate, 2008-18
                                    • Changing population dynamics impact homeownership
                                      • Figure 5: Homeownership rate, by age of householder, 2007-17
                                      • Figure 6: DIY projects undertaken and planned – Any (net), by generation, September 2019
                                      • Figure 7: Homeownership rate, by race of householder, 2007-17
                                    • Multigenerational living situations on the rise
                                      • Home renovation trajectory remains rather steady
                                        • Figure 8: NAHB Remodeling Market Index, 2010-Q2 2019
                                      • Home buying attitudes reflect “fixer-upper” mentality
                                        • Uncertainties about the economy could cause pullback on spending
                                        • Key Players – What You Need to Know

                                          • Leading retailers working off similar blueprints
                                            • Menards’ value play may not be enough to effectively compete
                                              • Urban dwellers look to maximize and personalize their living space
                                                • Home efficiency products gaining popularity
                                                • Key Retailer Initiatives

                                                  • The Home Depot
                                                    • Lowe’s
                                                      • Menards
                                                        • Figure 9: Retailers shopped, by region, September 2019
                                                        • Figure 10: Retailers perceptions, by Midwest region, September 2019
                                                      • Ace Hardware
                                                          • Figure 11: Ace Hardware, Facebook post, October 2019
                                                        • True Value
                                                        • What to Watch

                                                          • Urbanization increases desire for personal expression in the home
                                                            • Figure 12: The Home Depot, decorating tips video, August 2019
                                                          • Climate change driving interest in home efficiency and smart tech
                                                              • Figure 13: Home depot Facebook ad featuring smart thermostats, July 2019
                                                            • Wellness trends infiltrate the home improvement market too
                                                            • The Consumer – What You Need to Know

                                                              • Majority of consumers are not enthused about the category
                                                                • Path to purchase can be lengthy; instructional videos help
                                                                  • No retailer is immune to outside competition
                                                                    • Not all home improvement stores are the same, but many shoppers see it that way
                                                                      • High interest in rental services and the pre-owned market
                                                                      • The DIY Consumer

                                                                        • Nearly four in 10 consumers are DIY enthusiasts
                                                                            • Figure 14: Home improvement segments, September 2019
                                                                          • Men and adults under 55 most enthusiast about DIY projects
                                                                              • Figure 15: Home improvement segments, by age, September 2019
                                                                            • Enjoyment rather than savings prompts DIYing
                                                                              • Figure 16: Home improvement segments, by household income, September 2019
                                                                            • Don’t overlook the renters
                                                                              • Figure 17: Home improvement segments, by housing situation, September 2019
                                                                          • DIY Projects Undertaken

                                                                            • Most consumers want to tackle projects themselves
                                                                              • Figure 18: DIY projects undertaken and planned, September 2019
                                                                            • Men dominate the DIY scene, but women aren’t far behind
                                                                              • Figure 19: DIY projects undertaken and planned, by gender, September 2019
                                                                            • DIY enthusiasts are the most proactive
                                                                              • Figure 20: Repertoire of projects undertaken and planned, by DIY enthusiasm, September 2019
                                                                          • Reasons for Undertaking DIY Projects

                                                                            • Proactivity drives just as many home improvement projects as necessity does
                                                                              • Figure 21: Reasons for undertaking projects, September 2019
                                                                            • Half of DIY enthusiasts do projects for the sheer enjoyment of it
                                                                              • Figure 22: Reasons for undertaking projects, September 2019
                                                                              • Figure 23: The Home Depot, DIY project ideas screenshot, October 2019
                                                                            • Women view DIY projects as a creative way to express themselves
                                                                                • Figure 24: Reasons for undertaking projects, by gender, September 2019
                                                                              • Home efficiency is on the mind of younger consumers
                                                                                • Figure 25: Percentage who undertook a project to make their home more efficient, by age, September 2019
                                                                            • Path to Purchase

                                                                              • Consumers do their research before buying
                                                                                • Figure 26: Path to purchase, September 2019
                                                                              • Everyone wants to know they’re getting a good deal
                                                                                • Figure 27: Path to purchase related to price savings, by household income, September 2019
                                                                              • Social media provides inspiration for young buyers, especially women
                                                                                • Figure 28: Path to purchase related to social media use, by gender and age, September 2019
                                                                            • Method of Shopping

                                                                              • Nearly half shop online before making a purchase in-store
                                                                                • Figure 29: Method of shopping, September 2019
                                                                              • Preference for shopping in-store increases with age
                                                                                • Figure 30: Method of shopping – nets, by generation, September 2019
                                                                              • High usage of and interest in BOPIS services, but it’s not for everyone
                                                                                • Figure 31: Use of bopis, by gender, September 2019
                                                                              • Most BOPIS users are highly satisfied, but this should be even higher
                                                                                • Figure 32: Satisfaction with bopis, September 2019
                                                                              • Nearly six in 10 BOPIS users buy something else while in-store
                                                                                • Figure 33: Incremental purchase incidence, by gender, September 2019
                                                                            • Influential Resources

                                                                              • Instructional videos are seen as most helpful
                                                                                • Figure 34: Influential resources, September 2019
                                                                              • Social media is top resource for young DIYers
                                                                                • Figure 35: Influential resources, by age, September 2019
                                                                              • Non-enthusiasts heed the advice of friends and store associates
                                                                                • Figure 36: Influential resources, by DIY enthusiasm, September 2019
                                                                              • Women turn to TV and social media; men rely on websites
                                                                                • Figure 37: Influential resources, by gender, September 2019
                                                                              • Digital advertising strategies: The Home Depot versus Lowe’s
                                                                                • Social media is an integral part of both retailers’ online media mix
                                                                                  • Figure 38: Share of voice – all devices and formats for The Home Depot versus Lowes, October 2018-September 2019
                                                                                  • Figure 39: Impressions by device for The Home Depot versus Lowes, October 2018-September 2019
                                                                                  • Figure 40: The Home Depot, Facebook post, October 2018
                                                                                  • Figure 41: Lowe’s, YouTube mobile video ad, March 2019
                                                                              • Retailers Shopped

                                                                                • It’s tough to beat The Home Depot
                                                                                  • Figure 42: Retailers shopped, September 2019
                                                                                  • Figure 43: Attitudes toward home improvement stores, September 2019
                                                                                • The Home Depot and Lowe’s universally viewed as the go-to leaders
                                                                                  • Figure 44: Retailers shopped – Any shopped (Net), by DIY enthusiasm, September 2019
                                                                                • Women favor Lowe’s, mass merchandisers and Amazon more so than men
                                                                                  • Figure 45: Retailers shopped – Any shopped (Net), by gender, September 2019
                                                                              • Retailer Drivers

                                                                                • Consumers shop where it’s most convenient
                                                                                  • Figure 46: Retailer drivers, September 2019
                                                                                • Bringing the product to the customer
                                                                                  • Figure 47: The Home Depot, delivery services video, October 2019
                                                                                • Store associate expertise most important to DIY non-enthusiasts
                                                                                  • Figure 48: Retailer drivers, by DIY enthusiasm, September 2019
                                                                              • Retailer Perceptions

                                                                                • Sea of sameness in the home improvement retail category
                                                                                    • Figure 49: Retailer perceptions, September 2019
                                                                                  • Brands must take a DIY approach to building trust
                                                                                    • Figure 50: Retailer perceptions of trustworthiness, by DIY enthusiasm, September 2019
                                                                                  • Investing in tech and ecommerce
                                                                                    • Figure 51: Retailer perceptions of tech savviness and online shopping experience, by Millennials, September 2019
                                                                                  • Building relationships through ethical practices
                                                                                    • Figure 52: Retailer perceptions of ethical practices, by generation, September 2019
                                                                                  • Men and women view category leaders similarly
                                                                                    • Figure 53: Retailer perceptions, by gender, September 2019
                                                                                • Interest in DIY Home Improvement Services

                                                                                  • Strong interest in rentals and pre-owned items
                                                                                      • Figure 54: Interest in DIY home improvement services, September 2019
                                                                                    • Men and women seek guidance in different ways
                                                                                      • Figure 55: Lowe’s Facebook post promoting in-store workshops, August 2019
                                                                                      • Figure 56: Interest in DIY home improvement services, by gender and age, September 2019
                                                                                  • Appendix – Data Sources and Abbreviations

                                                                                    • Data sources
                                                                                      • Sales data
                                                                                        • Fan chart forecast
                                                                                          • Consumer survey data
                                                                                            • Abbreviations and terms
                                                                                              • Abbreviations
                                                                                                • Terms
                                                                                                • Appendix – The Market

                                                                                                    • Figure 57: Total US retail sales and forecast of building material and supplies dealers, at inflation-adjusted prices, 2014-24
                                                                                                    • Figure 58: Percent of young adults living in parental home, by age and gender, 2008 and 2018
                                                                                                • Appendix – The Consumer

                                                                                                    • Figure 59: Home improvement retailers shopped at in past three months and purchased at in past four weeks, April 2018 – June 2019
                                                                                                    • Figure 60: Monthly impressions – all devices and formats for The Home Depot versus Lowe’s, October 2018-September 2019
                                                                                                    • Figure 61: Percentage of quarterly impressions – all devices and formats for The Home Depot versus Lowe’s, October 2018-September 2019

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