For the period, 1999-2004, the home improvement channel has shown strong growth despite the wider economic slowdown. Sales have been propelled by strong home sales, “do it yourself” television programming, aggressive marketing by home centers, and continued prioritization of investing in home living spaces on behalf of consumers in the U.S.

During 2002-2004, trends towards consolidation have also continued, with home centers, mass merchandisers and a few specialized retailers carving out a growing market share through aggressive marketing and acquisitions. Hardware stores and other smaller retailers have seen their profit margins shrink and their numbers decline.

Overall, rising interest rates and eventual market saturation will lead to slower sales for the period 2005-2009. Demographic trends will also shape the consumer base through 2010, as the aging Baby Boomer population places downward pressure on the market, which may be countered by a growing Hispanic population and increased interest in DIY activity among women and young homeowners.

A thorough analysis of the DIY consumer includes an evaluation of top concerns and priorities when choosing products, a breakdown of preferences and behavior by demographic characteristics, and statistics of purchasing location and frequency. A five-year market forecast estimates the future of the juice market, with a statistical forecast of market performance until 2009 and an outline of demographic and product trends.

The focus of this report is on retailing of DIY and decorating products. DIY activities include repairs or additions to the home/garden, including renovating a kitchen, installing a new bathroom, putting in central heating, fixing a fence, building a patio, etc. Decorating includes activities such as internal and external painting, staining or wallpapering.