Canada Improving The Home Market Report 2020
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Report Summary
Providing the most comprehensive and up-to-date information and analysis of the Canadian Improving the Home market including the behaviors, preferences and habits of the consumer.
The COVID-19 pandemic has placed a greater demand on Canadian homes – essentially forcing them to act as offices, schools and safe havens. The increased time at home has shone a light on shortcomings and motivated some Canadians to adapt their homes to better fit these new lifestyles. Stay-at-home directives have reduced a significant barrier to DIY project completion by giving many Canadians more free time, though economic barriers will persist for a portion of the population. Since the majority of Canadians involved in the home improvement market claim to take pride in completing a home project themselves, many are eager to learn new skills and tackle new projects.
Read on to discover more details or take a look at all of our North American Household market research.
Quickly Understand
- The impact of COVID-19 on the home improvement market.
- How an economic slowdown will impact the home improvement market.
- Market factors impacting the home improvement market.
- Consumer behaviors and attitudes relating to the home improvement market.
Covered in this report
Scope of what’s included: Home improvement projects that adults have completed/purchased/ installed themselves, as well as projects installed by professionals. Home improvement projects include repairs or maintenance to the home, including indoor projects such as renovating a kitchen, installing a new bathroom or installing smart technology, as well as outdoor projects like roofing updates and deck repairs. Decorating includes activities such as internal and external painting, as well as smaller décor-related projects like rehabbing furniture or updating window treatments.
Expert analysis from a specialist in the field
Written by Meghan Ross, a leading analyst in the Household sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
As homes are forced to act as a central hub for Canadians during the pandemic, demands placed on them are higher than ever. The additional free time afforded by business closures and cancelled social outings is allowing some Canadians to dust off their to-do lists to tackle home projects. New lifestyle demands, like extended remote work, will cause adjustments to the types of projects Canadians plan for their homes into the future.
Meghan Ross
Senior Beauty and Household Analyst
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Definition
- COVID-19: market context
- Economic and other assumptions
- What you need to know
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Executive Summary
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- Top takeaways
- Market overview
- Impact of COVID-19 on the home improvement market
- Figure 1: Short, medium and longer term impact of COVID-19 on the home improvement market, September 2020
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- Figure 2: Impact of COVID-19 on home improvement plans, 18-44s vs 45+s, September 2020
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- Figure 3: Change in spending priority for home improvement projects as a result of COVID-19, September 2020
- Opportunities and Challenges
- Young adults’ failure to launch is both an obstacle and an opportunity
- Sustainable products and projects will gain traction
- Convenience will encourage greater category participation
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The Market – Key Takeaways
- COVID-19 shifts home buying trends
- Economic slowdown will cause home project disruptions
- For others, savings have grown as a result of the pandemic
- Younger Canadians are slower to leave the nest
- COVID-19 shifts home buying trends
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Impact of COVID-19
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- Figure 4: Short, medium and longer term impact of COVID-19 on the home improvement market, September 2020
- Lockdown
- Re-emergence
- Recovery
- COVID-19: Canadian context
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Market Factors
- COVID-19 shifts home buying trends
- Figure 5: Home Depot Canada Instagram post, October 2020
- Economic slowdown will cause home project disruptions
- Figure 6: mrsashleyfrench Instagram post, October 2020
- Figure 7: Home improvement/maintenance projects completed in the past three years or planned for next year, by household income, September 2020
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- Figure 8: Home improvement projects completed in the past year motivated by extra money, by household income, September 2020
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- Figure 9: Home improvement projects completed in the past year motivated by extra money, by age, September 2020
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- Figure 10: Dulux UK Instagram post, December 2020
- For others, savings have grown as a result of the pandemic
- Figure 11: ‘I have more money to spend on home improvements due to cancelled expenses’, by household income, September 2020
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- Figure 12: Sherwin Williams Instagram post, September 2020
- Younger Canadians are slower to leave the nest
- Figure 13: Young adults (aged 20-34) living with parents, 2001-2016
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- Figure 14: Focal Point Products Instagram post, March 2020
- Smart tech offers a multitude of ‘saving’ options
- Figure 15: Smart technology installation project completed in the past three years or planned for next year, by age, September 2020
- Energy and cost savings will strike a chord with shoppers
- Figure 16: Google Nest Instagram post, October 2020
- Time and effort savings will also resonate
- Figure 17: August Home Inc Instagram post, October 2020
- A focus on sustainability may shift project specifications
- Figure 18: Vintage Old Loved Instagram post, November 2020
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- Figure 19: Home projects as personal reflections (% any agree), September 2020
- COVID-19 shifts home buying trends
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Market Opportunities
- Contests and common projects can foster creativity and community
- Figure 20: This Old House Instagram post, August 2020
- Figure 21: Join My Patio Makeover Challenge! – Thrift Diving, July 2016
- Temporary style solutions offer quick and affordable alternatives
- Figure 22: Home Hardware Instagram post, October 2020
- Figure 23: 5 RENTER FRIENDLY PEEL & STICK PRODUCTS | REMOVABLE UPGRADES, July 2020
- Building homes and communities
- Figure 24: Canadian Tire Instagram post, October 2020
- Figure 25: How to Build a Crane with @Thrift Diving | The Home Depot Kids Workshops, September 2020
- Contests and common projects can foster creativity and community
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Companies and Brands – Key Takeaways
- Retailers are increasing their convenience offers
- Attainable project examples can serve as realistic motivators
- Retailers are increasing their convenience offers
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Competitive Strategies
- Retailers are increasing their convenience offers
- Figure 26: Behr Paint Instagram post, November 2019
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- Figure 27: Premier Ready to Roll Paint in a Bag | We Do New, July 2020
- Figure 28: Home Depot Instagram post, December 2020
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- Figure 29: Interest in digital visualization tools, by age, September 2020
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- Figure 30: How to Choose the Perfect Paint Color | The Home Depot ProjectColor™ App, October 2019
- Attainable project examples can serve as realistic motivators
- Figure 31: HGTV Canada Instagram post, November 2020
- Retailers are increasing their convenience offers
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The Consumer – Key Takeaways
- Canadians are completing a variety of home projects
- Canadians are up for the challenge of doing it themselves
- Both practical and discretionary reasons serve as home project motivators
- Canadians are eager to learn
- The pandemic has impacted home improvement plans
- Canadians are completing a variety of home projects
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Home Improvement Projects
- Canadians are completing a variety of home projects
- Figure 32: Home improvement/maintenance projects completed in the past three years or planned for next year, September 2020
- Handyman stereotypes no longer apply
- Figure 33: Home improvement/maintenance projects completed in the past three years or planned for next year, by gender, September 2020
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- Figure 34: Tamara Day Instagram post, August 2020
- Figure 35: Detroit Design Instagram post, November 2020
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- Figure 36: Renovation: A Family Affair | Rehab Addict, December 2017
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- Figure 37: Installing a #Jerdon Wall Mount Mirror: By Lori Young of the Weekend Handy Woman, May 2015
- Seniors are less likely to participate in home improvement category
- Figure 38: Home improvement/maintenance projects completed in the past three years or planned for next year, 18-44s vs 45+s, September 2020
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- Figure 39: Home maintenance completed in the past three years or planned for next year, by age, September 2020
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- Figure 40: Home improvement/maintenance projects completed in the past three years or planned for next year, by home ownership status, September 2020
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- Figure 41: Maintenance and repair expenditures in housing (x 1,000,000), in Canadian dollars, 2015-19
- Figure 42: Home project completed in the past three years for any maintenance reason (net), by home ownership status, September 2020
- Canadians are completing a variety of home projects
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Method of Completing Home Projects
- Canadians are up for the challenge of doing it themselves
- Figure 43: Approach taken for home improvement projects completed in the past three years, by project type, September 2020
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- Figure 44: DIY Copper Pipe Side Table, September 2016
- Figure 45: Approach taken for home improvement projects planned for the next year, by project type, September 2020
- Canadians are up for the challenge of doing it themselves
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Motivations for Improving the Home
- Both practical and discretionary reasons serve as home project motivators
- Figure 46: Motivations for recent home improvement project, September 2020
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- Figure 47: Motivations for recent home improvement project (nets), by age, September 2020
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- Figure 48: Most recent home improvement project motivated by desire to refresh décor, by age and gender, September 2020
- Real estate values also serve as home improvement project motivators
- Figure 49: Real estate motivations for recent home improvement project, by age, September 2020
- The presence of young children can motivate home updates
- Figure 50: Most recent home improvement motivated by a change in living situation, by age of children in household, September 2020
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- Figure 51: The Paint Brush Cover – Beyond The Tank, January 2016
- Both practical and discretionary reasons serve as home project motivators
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Sources of Project Inspiration
- Canadians are eager to learn
- Figure 52: Helpful sources of inspiration for home improvement projects, September 2020
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- Figure 53: Helpful sources of inspiration for home improvement projects, 18-44 vs 45+s, September 2020
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- Figure 54: DIY Dream Closet Makeover | Q & A, November 2020
- Figure 55: Comfort with DIY projects (% agree), September 2020
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- Figure 56: Those who find how-to videos online helpful for home improvement projects, Asians vs overall, September 2020
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- Figure 57: Those who find how-to videos online helpful for home improvement projects, by region, September 2020
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- Figure 58: Those who find how-to videos online helpful for home improvement projects, by number of DIY projects completed, September 2020
- Canadians are eager to learn
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Data sources
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