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.
September 19, 2025
Fast Fact
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.
September 19, 2025
Fast Fact
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.
September 19, 2025
Fast Fact
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.
September 19, 2025
Fast Fact
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.
August 14, 2025
Fast Fact
More space, more spend: Higher-value homes lead in per-project investment.
The average project cost is significantly higher in large and high-value homes, driving a bigger share of the market.
August 14, 2025
Fast Fact
3 strongest signals of HI spend: income, housing costs, and home value.
The best predictors of home improvement spending are household income, monthly housing costs, and home value – stronger than other demographic indicators.
August 14, 2025
Fast Fact
Just 8% of total HI spend comes from homes built after 2010.
Newer homes spend less overall but invest more heavily in outdoor spaces, with yard improvements taking a bigger bite of their home improvement budgets.
August 14, 2025
Fast Fact
Small share of homes. Big share of spend.
Bigger, more valuable homes may be fewer in number, but they drive the majority of home improvement spending.
August 14, 2025
Fast Fact
High impact, high spend: Roofing, HVAC, and flooring dominate project volume.
Roofing, HVAC, and flooring are high-volume, high-value project types, with roofing and kitchen remodels leading the market in overall spend.
August 7, 2025
Fast Fact
The Top Types of Projects Going To Pros
Homeowners leave HVAC and roofing to the pros, directing most home improvement dollars toward contracted work, while handling simpler projects like faucet replacements themselves.
August 7, 2025
Fast Fact
More than race, ethnicity, or marital status – income predicts how much homeowners spend.
Income is the most reliable predictor of home improvement spending – outweighing generation, ethnicity, or marital status.
August 7, 2025
Fast Fact
39% vs. 22%: Boomers still dominate home improvement spend, but Millennials are closing in.
Millennials now account for nearly a quarter of home improvement spending. Boomers continue to lead the market with a 39% share.
August 7, 2025
Fast Fact
Top 20% of earners = 50% of spend. Bottom 40% = just 15%.
The top 20% of earners drive half of all home improvement spending, while the bottom 40% contribute just 15%, revealing a sharp spending divide by income.
August 5, 2025
Fast Fact
Outdoor-focused product purchases climbed in Q2 as exterior project demand rose.
Contractors reported higher purchasing of exterior materials in Q2 – including landscaping supplies, grills & firepits, and exterior paint – pointing to seasonal demand shifts.
