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Improving the Home - US - November 2019
Overview

This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Overview
Executive Summary

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Improving the Home - US - November 2019
Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

The Market – What You Need to Know
Market Perspective
DIY Consumer Segments
Market Factors

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Improving the Home - US - November 2019
Consumer

Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

The Consumer – What You Need to Know
Home Improvement Projects
Reasons for Undertaking DIY Projects
Sources of Influence
Attitudes toward Home Services and Professionals
Attitudes toward Home Improvement Projects

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Improving the Home - US - November 2019
Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Key Trends – What You Need to Know
What’s Happening
What to Watch

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Improving the Home - US - November 2019
Data

Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Appendix – Data Sources and Abbreviations
Appendix – The Consumer
Search

What you need to know

Americans are investing in their homes, undertaking a range of décor- and lifestyle-related projects that allow them to create a home that reflects their personal style, as opposed to sticking to necessary maintenance. As younger generations engage in discretionary projects to create a home that meets their design and functional needs, retailers and brands will have a prime opportunity to engage and empower DIYers and maintain market growth.

Definition

This Report covers the following:

Home improvement projects that adults completed/purchased/installed themselves, as well as projects installed by professionals. Home improvement projects include repairs or additions to the home, including projects such as renovating a kitchen, installing a new bathroom or installing smart technology. Decorating includes activities such as internal and external painting, as well as smaller décor-related projects like rehabbing furniture.

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