April 27, 2026
Fast Fact
Four distinct homeowner profiles reflect structural differences in project activity.
The home improvement market is structurally segmented, with different homeowner groups behaving in distinct ways, rather than following a single, unified trend.
April 27, 2026
Fast Fact
Renovation-focused homeowners have the highest project intention, especially in the $5K> range.
Homeowner sentiment toward home improvement projects remains neutral to negative overall, with only small-scale, renovation-focused homeowners showing stronger intent to act.
April 27, 2026
Fast Fact
More homeowners chose to hire a professional, or use a hybrid approach, in 2025.
DIY project completion declined in 2025, with more homeowners—especially those already satisfied with their homes—choosing to hire professionals instead.
April 27, 2026
Fast Fact
On average, home satisfaction is an important reducing motivation for 25% of homeowners.
As homeowners become more proactive about home improvement, satisfaction with their current home increasingly determines whether they choose to take on new projects.
April 27, 2026
Fast Fact
Proactive homeowners planned to spend 2x more than the average for all segments over the next year.
Project activity levels vary significantly based on homeowner readiness and mindset, with more engaged homeowners driving a disproportionate share of activity.
April 13, 2026
Fast Fact
Repairs and renovations continue to drive home improvement demand.
Home improvement spending remains near record levels, even as housing turnover slows, with repair and replacement projects continuing to anchor demand.
April 13, 2026
Fast Fact
Nearly 80% of homeowners were planning future maintenance projects at the end of 2025.
DIY refreshes and essential replacements are outperforming large-scale remodels, as homeowners prioritize smaller, needs-based projects over discretionary upgrades.
April 13, 2026
Fast Fact
73% of homeowners feel it's a bad time to buy a new house.
With nearly three-quarters of homeowners saying it’s a bad time to buy a new house, fewer moves are happening—shifting demand toward reinvestments in existing homes.
April 13, 2026
Fast Fact
Building product spend and disposable income are trending positive as of Q1 2026.
Disposable income—not consumer sentiment—is the primary driver of home improvement spending, making financial capacity a more reliable predictor than consumer confidence or sentiment.
April 13, 2026
Fast Fact
Millennials and Gen X collectively contribute 56% of home improvement spending.
Millennials are steadily increasing their share of home improvement spending—now capturing about 22% of the market—while Boomers’ share continues to decline as homeownership demographics shift.
March 7, 2026
Fast Fact
The percentage of older adults living in traditional house has increased within the past 20 years.
The number of aging in place projects is increasing significantly as homeowners stay in their houses longer and longer before moving into a nursing or assisted living facility.
March 7, 2026
Fast Fact
37% of homeowners who did an aging-in-place project spent between $5K and $24,999.
Homeowners doing an aging in place project tend to spend more money on home renovation projects and do more projects in general.
March 7, 2026
Fast Fact
53% of aging in place updates included bathroom modifications.
Bathroom modifications are the most common home improvement project to help live in their house longer, most notably grab bars, curb less showers, and higher toilets.
March 7, 2026
Fast Fact
28% of households with an older adults reported difficulty using some aspect of the home.
Projects are more forward thinking, with declining physical health initiating the project to prepare for future worsening mobility needs and home access. Only 25% are directly related to a recent injury or rehab transition.
December 4, 2025
Fast Fact
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.
December 4, 2025
Fast Fact
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.
December 4, 2025
Fast Fact
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.
December 4, 2025
Fast Fact
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.
December 4, 2025
Fast Fact
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.
September 19, 2025
Fast Fact
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.
