What you need to know

The DIY (do-it-yourself) home renovation sector is big business, set to garner $357 billion in 2019. Growth is predicted through 2024, but the pace of this growth will decelerate this year and next before picking up again. Prospects for continued development look good as Millennials (and some of Generation Z) enter the stage of life where homeownership becomes more of a priority, and in general, homeownership rates are slowly trending up. However, the emerging on-demand culture may command home improvement retailers to pivot to become service providers to a greater degree as opposed to project suppliers, enablers and consultants.


For the purposes of this Report, Mintel has used the following definitions:

The focus of this Report is on the shopping process for DIY home improvement projects as it pertains to retail. It explores where and how consumers shop for materials and tools, as well as their perceptions of leading home improvement retailers. DIY activities include repairs or additions to the home, including projects such as renovating a kitchen, installing a new bathroom and installing central heating. Decorating includes activities such as internal and external painting, wood staining or wallpapering.

An important companion Report to this one is Improving the Home – US, November 2019, which provides a broader look at consumers’ motivations for – and attitudes toward – DIY projects.

Back to top