Author: Mintel Group Ltd.
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Improving the Home - US - November 2019
Overview
 
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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