Most homeowners say "Made in America" matters, but what happens when they have to choose?

Made in America ranks as a meaningful purchase priority for homeowners – yet this insight deepens when forced tradeoffs are introduced through advanced methods like conjoint analysis, which we unpack in the full report.

Made in America Study

Existing Values Influence Perceptions

Homeowners who value American-made products also perceive them as higher quality – reinforcing a feedback loop of belief and brand trust based on a customer's existing value set.

Made in America Study

Strong quality and reputation can bring Canadian products within reach of U.S. preference.

When Canadian-made products improve quality and reputation, they come close to matching U.S.-made preference—offering a viable path for North American manufacturers.

Made in America Study

High ratings aren’t enough – reputation still holds back Chinese goods.

Even with top marks for price and quality, Chinese-made goods lag in preference—showing that trust gaps remain despite product performance.

Made in America Study

The 3 mindsets around "Made in America" products.

When it comes to mindsets around a home improvement product's country of origin, consumers fall into three mindset-based clusters—Continental Preference, American Proud, and Global Pragmatist. Consider tailored messaging, pricing, and product positioning strategies around products "Made In America" because of this.

Trends in Homeowner Readiness to Spend 3

Home Improvement Quarterly Project Activity Tracker

Only 1 in 4 households plan to cut back on home improvement, even as spending dips across other lifestyle categories.

DIY homeowners are planning to spend less on large, non-essential home improvement projects in 2026, with a shift toward more budget-conscious upgrades focused on safety, mobility, rental value, and comfort.

Trends in Homeowner Readiness to Spend 2

Home Improvement Quarterly Project Activity Tracker

The Consumer Confidence Index fell 5% year-over-year in September.

Financial caution is shaping 2026 home improvement behavior: Homeowners are engaged, but staying cost-conscious.

Trends in Homeowner Readiness to Spend 1

Home Improvement Quarterly Project Activity Tracker

$688B projected market size by 2029, with steady 4% annual growth starting in 2026.

The U.S. home improvement products market is projected to grow 2.5% in 2025, with stronger 4% average annual growth expected from 2026 to 2029—reaching approximately $688 billion by the end of the decade.

HIRI US Size of the Home Improvement Products Market

2.5% growth projected for 2025, revised down from 3.4% due to macroeconomic headwinds.

The home improvement market is still growing, but more slowly than anticipated. HIRI has revised its 2025 forecast to 2.5% growth—down from 3.4% in June.

HIRI US Size of the Home Improvement Products Market

Consumer: +1.3% | Pro: +4.6% — professionals continue to lead growth.

While the consumer home improvement market is expected to grow just 1.3% in 2025, the professional market remains more resilient with a projected 4.6% increase.

HIRI US Size of the Home Improvement Products Market

Core CPI: 3.1% | General CPI: 2.7% — inflation and tariffs are squeezing pricing.

Section 232 tariffs and sustained inflation are pushing prices higher. CPI is expected to hit 3% by late 2025 as businesses pass costs to customers.

HIRI US Size of the Home Improvement Products Market

Housing starts down 5.3% in Q2 2025, lowest in five years.

Homeowners are staying put. With housing starts down 5.3% and existing home sales down 2.7%, mobility is at a five-year low—affecting renovation triggers.

HIRI US Size of the Home Improvement Products Market

Top growth categories: Lawn & garden, nursery stock, tools, plumbing, and hardware.

Looking ahead, lawn and garden equipment, nursery products, tools, hardware, and plumbing supplies are expected to lead in market share and growth.

Quarterly Contractor Business Sentiment Tracker

Projects over $100K dropped to a five-quarter low, while $1K–$5K jobs gained ground.

Contractor activity remained stable in Q2 2025, but smaller-scale jobs under $5K made up a growing share – while $100K+ projects hit a five-quarter low.

Quarterly Contractor Business Sentiment Tracker

43% of contractors report labor availability challenges this quarter.

Contractors continue to cite labor availability and cost as top workforce challenges in Q2 2025, while concerns over quality, training, and retention remained steady or declined.

Fast Facts