866-997-4948(US-Canada Toll Free)

DIY Home Improvement and Maintenance - US - September 2016

Published By :

Mintel

Published Date : Sep 2016

Category :

Housewares

No. of Pages : N/A

Macroeconomic indicators point to a healthy outlook for the DIY (do-it-yourself) market. Most adults have at least some DIY skills and complete home improvement projects on an occasional basis, though a skills gap continues to limit the project scope of many consumers and curbs participation in the category. In order to inspire and engage less-skilled DIYers, opportunities exist in the form of online courses and in-store classes. These programs can help improve DIY skills of consumers, while also broadening the scope and frequency of DIY projects.

Table of contents

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
The issues
Spending on DIY projects is growing, but key demographics are slipping
Figure 1: Family and non-family households, 2005-15
Largest group of DIYers have low skills, limits scope of projects
Figure 2: DIY clusters, June 2016
The opportunities
Media sources inspire DIYers, also help brands gain visibility
Figure 3: Sources of inspiration, June 2016
Classes and instruction that improve DIY skills can broaden scope of projects
Figure 4: Select attitudes toward DIY abilities, by generation, June 2016
On-demand services may offer a helping hand to struggling DIYers
Figure 5: Attitudes toward DIY abilities, June 2016
What it means

THE MARKET – WHAT YOU NEED TO KNOW
DIY market segmented into four consumer groups
Enthusiastic DIYers are key drivers for consumer spending
DIY market continues its rebound
Confidence in the market leads to conservative, yet optimistic outlook

DIY SEGMENTS
Four segments grouped by skill level and attitude toward DIY projects
Figure 6: DIY clusters, June 2016
Cluster methodology
Higher-Skilled DIY Enthusiasts are most engaged consumers
Less-Skilled DIY Enthusiasts lack skills, but are eager to learn
Higher-Skilled Pragmatic DIYers take on projects out of need, but have the skills
Less-Skilled Pragmatic DIYers are solution-driven but have least amount of skill

MARKET PERSPECTIVE
DIY market continues rebounding since recession
Figure 7: Spending on DIY improvement, 2013
Home improvement market is healthy
Figure 8: Total spending in home improvement and maintenance, 2013

MARKET FACTORS
Consumer confidence remains positive despite some leveling
Figure 9: Consumer Sentiment Index, January 2007-June 2016
Personal consumption is expected to continue growing slowly
Figure 10: GDP change from previous period and consumption expenditures, Q1 2007-Q1 2016
Housing starts have surpassed expectations
Figure 11: New privately-owned housing units started
Decline in family households could challenge DIY market
Figure 12: Family and non-family households, 2005-15

KEY PLAYERS – WHAT YOU NEED TO KNOW
Big box stores lead market, while hardware stores deliver on service
Skills gap curbs spending on DIY projects
Interactive marketing inspires DIYers and connects them with projects
DIY approach can help accommodate seniors in their living space

WHAT’S WORKING?
Big box stores report growth
In-store classes and demonstrations for DIY consumers
Figure 13: Total product sales at home improvement centers, July 2016
Home improvement shows cater to DIY market
Figure 14: Flipping the Block, Episode 1, Sneak Peek
Hardware stores see marginal increases in revenue

WHAT’S STRUGGLING?
Skills gap lowers the project ceiling for many consumers
Figure 15: DIY skills, frequency, and motivations, June 2016

WHAT’S NEXT?
Lowe’s introduces 360-degree videos to engage young DIY fans
Pinterest introduces “Buy” button
Accommodating needs of seniors through DIY projects

THE CONSUMER – WHAT YOU NEED TO KNOW
Most consumers have some skills and occasionally do projects
Painting is most common project regardless of skill levels
DIYers are motivated by visual improvements or necessary repairs
Big box stores serve needs of most consumers
Consumers turn to friends/family for information, as well as media
When projects are big, some consumers leave it to the professionals

DIY SKILLS AND FREQUENCY
Majority have some DIY skills and occasionally do projects
Figure 16: DIY skills, frequency, and motivations, June 2016
Homeowners have more skills and project frequency
Figure 17: DIY skills, frequency, and motivations, by primary residence, June 2016
Larger households have more skills and frequency
Figure 18: DIY skills, frequency, and motivations, by household size, June 2016
Lifestage and cost determine DIY project frequency
Figure 19: DIY skills, frequency, and motivations, by generation, June 2016
Women weaker on DIY skills, but more interested in projects
Figure 20: DIY skills, frequency, and motivations, by gender, June 2016
Skill level differs marginally between Hispanics and non-Hispanics
Figure 21: DIY skills, frequency, and motivations, by Hispanic origin, June 2016
In their words…

TYPES OF PROJECTS
Painting is most common and approachable project for most consumers
Figure 22: DIY projects undertaken, June 2016
Men more likely to take on challenging DIY projects
Figure 23: Select DIY projects undertaken, any current or future project (net), by gender, June 2016
iGens and Millennials show engagement in difficult projects
Figure 24: Select DIY projects undertaken, any current or future project (net), by generation, June 2016
Skill level among DIYers dictates type of projects
Figure 25: Select DIY projects undertaken, any current or future project (net), by DIY Types, June 2016
Hispanics engaged in improving livability of homes
Figure 26: Select DIY projects undertaken, any current or future project (net), by Hispanic origin, June 2016
In their words…

PROJECT MOTIVATIONS
Repairs and aesthetic improvements are DIY project motivators
Figure 27: Motivation for DIY projects, June 2016
Gender nuances between project motivations
Figure 28: Select motivations for DIY projects, by gender, June 2016
Generational divide in project motivation
Figure 29: Select motivations for DIY projects, by generation, June 2016
Different motivations divide pragmatic and enthusiastic DIYers
Figure 30: Select motivations for DIY projects, by DIY type, June 2016
Hispanics motivated by cost savings
Figure 31: Select motivations for DIY projects, by Hispanic origin, June 2016
In their words…

RETAIL CHANNELS
Big box stores important for buying materials
Figure 32: Retail channels, June 2016
Despite weaker market share, specialty stores are important
Figure 33: Qualitative responses: Most important retailers for select DIY projects, June 2016
Generational differences between store choice might reflect on proximity
Figure 34: Buying materials at select retail channels, by generation, June 2016
Renters choose big-box stores for classes
Figure 35: Attend class or demonstrations at select retail channels, by primary residence, June 2016
DIY Enthusiasts choose big box, while Higher-Skilled DIYers choose hardware
Figure 36: Buying materials at select retail channels, by DIY Type, June 2016
Hispanics interested in taking classes
Figure 37: Attending a class or demonstration at select retail channels, by Hispanic origin, June 2016
In their words…

SOURCES OF INSPIRATION
Friends and family are informative, but media outlets offer ideas
Figure 38: Sources of inspiration, any rank, June 2016
Women embrace social media for DIY inspiration
Figure 39: Select sources of inspiration, any rank, by gender, June 2016
Sources differ between older and younger generations
Figure 40: Select sources of inspiration, any rank, by generation, June 2016
Attitude correlates with sources of information
Figure 41: Select sources of inspiration, any rank, by DIY types, June 2016
Hispanics use same sources as Non-Hispanics for DIY inspiration
Figure 42: Select sources of inspiration, any rank, by Hispanic origin, June 2016
In their words…

ATTITUDES TOWARD DIY PROJECTS
Major projects are best left to professionals
Figure 43: Attitudes toward DIY abilities, June 2016
Younger adults have few tools, but a willingness to learn
Figure 44: Select attitudes toward DIY abilities, by generation, June 2016
Higher-Skilled DIY Enthusiasts are most engaged in category
Figure 45: Select attitudes toward DIY abilities, by DIY types, June 2016
Online tutorials more popular for improving home’s visual appeal
Figure 46: CHAID analysis among those who agree that online tutorials and demos help improve their DIY skills, June 2016
Methodology:
Hispanics are keen to handle DIY projects for savings
Figure 47: Select attitudes toward DIY abilities, by Hispanic origin, June 2016
In their words…

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms

APPENDIX – MARKET
Figure 48: Number of households, 2005-15
Figure 49: Family and non-family households, 2005-15

APPENDIX – KEY PLAYERS
Figure 50: Population by age, in thousands, 2011-21

List of Table

NA

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title
  • Company
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *