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Home Improvement Consumer Insights

Best Price Guarantee Length Publisher Published Date SKU
from $2,900 110 Pages Freedonia Group February, 2025 FG19636324
Best Price Guarantee
Price from $2,900
Length 110 Pages
Publisher Freedonia Group
Published Date February, 2025
SKU FG19636324

Consumers have always been concerned about the maintenance and upkeep of their homes, but what that means in terms of motivating factors, frequency, money spent, shopping habits, and who is doing the work does change. The differences in home improvement activity across demographic groups points to which consumers are open to increased spending, which products appeal to them, and what factors motivate their home improvements.

With a focus on “what’s next” and current consumer trends, Home Improvement Consumer Insights 2025 is packed with insights about consumer trends, behavior, and motivations to help building supplies producers, retailers, building contractors, and investors gauge consumer perspectives and find areas for growth in a competitive market.

Home Improvement Consumer Insights 2025 provides actionable and data-driven insights about home improvement viewpoints of American consumers. This report analyzes consumer insights and trends for home improvement in the US, along with related shopping habits and trends in highlighted supply areas. Survey data capture insights in 2024 as well as display historical trends in consumer sentiment. Survey responses in this study reveal consumer sentiment regarding major remodeling activity – including who does the work, where supplies are bought, and factors driving.

Consumer opinion on the topics above is analyzed metrics such as:

Gender

Age Group

Annual Household Income

Urban/Suburban/Rural Location

Type of Housing

Geographic Region

Home Improvement Consumer Insights 2025 is the go-to source for a complete understanding of U.S. consumer trends in home improvement activity and spending. This report combines The Freedonia Group’s extensive monitoring of the construction and consumer markets with proprietary surveys, and evaluates current trends and future directions for marketing and retailing, along with consumer patterns across the broader home improvement and construction market.

This report examines the current dynamics of home improvement activity. Consumer demographics, perceptions, motivations, and behavior pertaining to their home and needs therein are examined. These consumer insights are indicative of present and future market opportunities.

Home Improvement Consumer Insights 2025 has dozens of tables and figures displaying exclusive numerical survey data. Data is broken out, analyzed, and discussed by characteristics such as age, gender, income, type of housing, geographic region, and urban/suburban/rural location.


  • Introduction
  • Home Ownership & Home Rental
    • Historical Trends
      • Table US Homeownership & Rental Rates, 2014 – 2024 (% of respondents)
    • Homeownership vs. Rental Rates: Age Groups
      • Table Homeownership & Rentals in the US by Age Group, 2014 – 2024 (% of population)
    • Homeownership vs. Rental Rates: Annual Household Incomes
      • Table US Homeownership & Rental Rates by Household Income, 2024 (% of respondents)
    • Relocation Trends
      • Table "Have You Changed Where You Live in the Past 12 Months?", 2021 – 2024 (percent of respondents)
      • Table "Have You Changed Where You Live in the Past 12 Months?" by Urban vs. Rural Setting, US Region, Type of Housing, &Age Group, 2024 (percent of respondents)
    • Consumer Financing & Spending Trends
      • Table Consumer Financing Environment, 2014 - 2024
  • Outdoor Living Trends
    • Presence of Outdoor Space at Home
      • Table Figure 3-1. Presence of Lawn, Garden, or Other Outdoor Space at Primary Residence by Gender, Age Group, Household Income Bracket, &Presence of Children at Home, 2024 (% of population)
      • Table Figure 3-2. Presence of Lawn, Garden, or Other Outdoor Space at Primary Residence by Urban vs. Rural Setting, US Region, &Housing Type, 2024 (% of population)
    • Pool & Spa Ownership & Maintenance Trends
      • Table Pool & Hot Tub Ownership by Gender, Age Group, Presence of Children at Home, Urban vs. Rural Setting, US Region, Type of Housing, &Household Income Bracket, 2024 (% of consumers that have a lawn, garden, or outdoor space at home)
    • Frequency of Dining, Cooking, &Entertaining Outdoors at Home
      • Table "I Dine, Cook, or Entertain Outdoors at My Home…" by Gender, Age Group, &Household Income Bracket, 2024 (% consumers who have a lawn, garden, or outdoor space at home)
      • Table "I Dine, Cook, or Entertain Outdoors at My Home…" by Grill Ownership, 2024 (% consumers who have a lawn, garden, or outdoor space at home)
      • Table "I Dine, Cook, or Entertain Outdoors at My Home…" by Urban vs. Rural Setting, US Region, &Type of Housing, 2024 (% consumers who have a lawn, garden, or outdoor space at home)
  • Major Household Remodeling
    • Participation in Major Remodeling Activities
      • Table Major Remodeling Activity Participation, 2017 – 2024 (% of households)
    • Who Did the Remodeling Work?
      • Table Home Remodeling Activity: Who Did the Work?, 2015 – 2024 (% of respondents)
  • Sheds & Outdoor Storage
    • Gardening as a Hobby
      • Table Gardening: Activity, Size of Garden, &Type of Outdoor Gardening, 2019 – 2024 (% of respondents)
    • Outdoor Storage Needs Beyond the Garage
      • Table Type of Parking Facility of New Single-Family Houses Completed, 2013 – 2023 (% of houses)
    • DIY vs. DIFM
      • Table Who Installed Shed in Last 12 Months, 2021 – 2024 (% of total households)
    • Consumers' Efficiency & Organization
      • Table Percentage of Population Who Consider Themselves Efficient & Organized, 2024 (% of population)
    • Consumer Purchases of Outdoor Storage
      • Purchases of Outdoor Storage in Last 12 Months
        • Table Purchase of Outdoor Storage Products in the Last 12 Months, by Gender, Age Group, Type of Housing, &US Geographic Region, 2024 (% total)
      • Purchase of Outdoor Storage by Product Type
        • Table Purchase of Outdoor Storage Products in the Last 12 Months, 2019 & 2024 (% total who bought outdoor storage in the last 12 months)
  • Power Tools
    • Important Purchasing Factors
      • Table Consumer Insights: "What is most important to you when deciding which tool or piece of equipment to buy a hand-held power tool/accessory?" by Gender & Age Group, 2024 (% respondents who bought hand-held power tools in the last 12 months)
      • Table Consumer Insights: "What is most important to you when deciding which tool or piece of equipment to buy a hand-held power tool/accessory?" by Annual Household Income Bracket, 2024 (% respondents who bought hand-held power tools in the last 12 months)
    • Who Buys Power Tools?
      • Table "Did you buy power tools (electric, gas, battery) or power tool accessories in the last 12 months", 2020, 2022, &2024 (% respondents)
      • Table "Did you buy power tools (electric, gas, battery) or power tool accessories in the last 12 months?" by Rural vs. Urban, Age Group, Marital Status, Recent Move, Type of Housing, &Household Income Bracket, 2024 (% respondents)
    • Women Are Using Power Tools More than Ever Before
      • Table "Did you buy hand-held corded or cordless power tools and related accessories in the last 12 months?" by Gender 2024 (% of respondents)
    • Primary Reasons for Power Tool Purchase
      • Table "What was the primary reason for your recent purchase of hand-held power tools/accessories?" by Gender & Age Group, 2024 (% of respondents)
    • Where Are Consumers Buying Tools?
      • Table "From Which Type of Retailer(s) Did you Purchase The Hand-Held Power Tools Bought in the Last 12 Months?" by Gender & Age Group, 2024 (% of respondents who bought tools in the last 12 months)
      • Table "From Which Type of Retailers(s) Did you Purchase The Hand-Held Power Tools Bought in the Last 12 Months?" by Urban vs. Rural, 2024 (% of respondents who bought tools in the last 12 months)
    • Most Commonly Used Research Sources
    • What Sources of Advice Do Consumers Value Most?
      • Table Sources of Advice: "What is most important to you when deciding which tool or piece of equipment to buy?" by Gender & Age Group, 2024 (% of respondents)
      • Table Sources of Advice: "What is most important to you when deciding which tool or piece of equipment to buy?" by Household Income Bracket, 2024 (% of respondents)
  • Countertops
    • Recent Buyers of Countertops
      • Table Figure 7-1 "Did you buy or authorize the purchase of a countertop or vanity top in the past 12 months?", by Age Group, Household Income Bracket, &Moving Status 2024 (% of respondents who said yes)
      • Table Figure 7-2 "Did you buy or authorize the purchase of a countertop or vanity top in the past 12 months?" by Rural vs. Urban Setting, US Region, &Type of Housing, 2024 (% of respondents who said yes)
    • Intended Space for the Countertop
      • Table Figure 7-3 "For which room/space did you buy or authorize the purchase of a countertop or vanity top?" 2024 (% of respondents who bought countertops in the past 12 months)
    • Reason for Buying a Countertop
      • Table Figure 7-4 "Why did you buy or authorize the purchase of a countertop or vanity top?" 2024 (% of respondents who bought countertops in the past 12 months)
    • Location of Purchase of Countertops
      • Table Figure 7-5 "Where did you buy or authorize the purchase of a countertop or vanity top?" 2024 (% of respondents who bought countertops in the past 12 months)
    • Consumer Attitudes About Countertops
      • Table Consumer Attitudes About Countertops by Rural vs. Urban Setting, US Region, Moving Status, &Housing Type, 2024 (% of respondents who agreed)
      • Table Consumer Attitudes About Countertops by Gender, Age Group, &Household Income, 2024 (% of respondents who agreed)
    • Preferred Features of Countertops
      • Table Figure 7-6 Relative Importance of Various Factors When Buying or Authorizing Purchase Countertops 2024 (% of respondents)
  • Cabinets
    • Recent Buyers of Cabinets
      • Table Figure 8-1. "Did You Buy or Authorize the Purchase of a Cabinet in the Past 12 Months?" by Age Group, Household Income Bracket, Rural vs. Urban Setting, Moving Status, &Region, 2024 (% of respondents who said yes)
    • Intended Space For the Cabinets
      • Table Figure 8-2. "For Which Room/Space Did You Buy or Authorize the Purchase of a Cabinet?", 2024 (% of respondents who bought cabinets in the past 12 months)
    • Reason For Buying the Cabinets
      • Table Figure 8-3. "Why did you buy or authorize the purchase of a cabinet?", 2024 (% of respondents who bought cabinets in the past 12 months)
    • Where Cabinets Were Purchased
      • Table Figure 8-4. "Where Did You Buy or Authorize the Purchase of a Cabinet?", 2024 (% of respondents who bought cabinets in the past 12 months)
    • Satisfaction with Amount of Cabinets
      • Table Figure 8-5. "I Would Like To Have More Cabinets Than I Currently Have in My Bathroom", by Gender, Age Group, Household Income Bracket, &Rural vs. Urban Setting, 2024 (% of respondents who bought cabinets in the past 12 months)
      • Table Figure 8-6. "I Would Like To Have More Cabinets Than I Currently Have in My Kitchen", by Gender, Age Group, Household Income Bracket, &Rural vs. Urban Setting, 2024 (% of respondents who bought cabinets in the past 12 months)
    • Insights on Closed vs. Open Storage Options
      • Table Open vs. Closed Storage in a Kitchen, by Gender, Age Group, Household Income Bracket, &Rural vs. Urban Setting, 2024 (% of respondents who bought cabinets in the past 12 months)
      • Table Open vs. Closed Storage in a Bathroom, by Gender, Age Group, Household Income Bracket, &Rural vs. Urban Setting, 2024 (% of respondents who bought cabinets in the past 12 months)
    • Insights on Cabinet Aesthetics
      • Table Figure 8-7. "I Prefer Solid Wood Cabinets Over Other Materials" by Gender, Age Group, Household Income Bracket, &Rural vs. Urban Setting, 2024 (% of respondents who bought countertops in the past 12 months)
      • Table Figure 8-8. "I Prefer Dark Colored Cabinets" by Gender, Age Group, Household Income Bracket, &Rural vs. Urban Setting, 2024 (% of respondents who bought countertops in the past 12 months)
      • Table Figure 8-9. "I Prefer Light Colored Cabinets" by Gender, Age Group, Household Income Bracket, &Rural vs. Urban Setting, 2024 (% of respondents who bought countertops in the past 12 months)
  • Flooring
    • Recent Purchases of Flooring
      • Table "Within the Last 12 Months, Did You or Someone in Your Household Buy or Have Any Flooring Purchased on Your Behalf?", by Age Group & Household Income, 2023 (% total respondents)
      • Table "Within the Last 12 Months, Did You or Someone in Your Household Buy or Have Carpeting or Rugs Purchased on Your Behalf?", by Age Group & Household Income, 2023 (% total respondents)
      • Table "Within the Last 12 Months, Did You or Someone in Your Household Buy or Have Hard Floors Purchased on Your Behalf?", by Age Group & Household Income, 2023 (% total respondents)
    • Project v. Standalone Purchase
      • Table Project v. Standalone: "The Purchase of the Flooring Was…", by Flooring Type 2023 (% of respondents who bought each type of flooring in the past 12 months)
    • Buyers of the Flooring
      • Table Buyer: "The Purchase Was Made By…" by Flooring Type, 2023 (% of respondents who bought each type of flooring in the past 12 months)
    • Key Factors in Selecting Flooring
      • Carpets & Rugs
        • Table Carpets & Rugs: "What Is Most Important To You When Deciding Which Type of Flooring to Buy?" by Age Group, 2023 (% of respondents who bought carpets & rugs in the last 12 months)
        • Table Carpets & Rugs: "What Is Most Important To You When Deciding Which Type of Flooring to Buy?" by Household Income, 2023 (% of respondents who bought carpets & rugs in the last 12 months)
      • Hard Floors
        • Table Hard Flooring: "What Is Most Important To You When Deciding Which Type of Flooring to Buy?" by Age Group, 2023 (% of respondents who bought hard flooring in the last 12 months)
        • Table Hard Flooring: "What Is Most Important To You When Deciding Which Type of Flooring to Buy?" by Household Income, 2023 (% of respondents who bought hard flooring in the last 12 months)
    • Reason For Purchase
      • Carpets & Rugs
        • Table Carpets & Rugs: "What Was the Primary Reason for Your Recent Purchase?" by Age Group, 2023 (% of respondents who bought carpets & rugs in the last 12 months)
        • Table Carpets & Rugs: "What Was the Primary Reason for Your Recent Purchase?" by Household Income, 2023 (% of respondents who bought carpets & rugs in the last 12 months)
      • Hard Floors
        • Table Hard Floors: "What Was the Primary Reason for Your Recent Purchase?" by Age Group, 2023 (% of respondents who bought hard floors in the last 12 months)
        • Table Hard Floors: "What Was the Primary Reason for Your Recent Purchase?" by Household Income, 2023 (% of respondents who bought hard floors in the last 12 months)
    • Where the Flooring Was Purchased
      • Carpets & Rugs
        • Table Carpets & Rugs: "Where Did You Buy the Flooring?" by Age Group, 2023 (% of respondents who bought carpets & rugs in the last 12 months)
        • Table Carpets & Rugs: "Where Did You Buy the Flooring?" by Household Income, 2023 (% of respondents who bought carpets & rugs in the last 12 months)
      • Hard Floors
        • Table Hard Floors: "Where Did You Buy the Flooring?" by Age Group, 2023 (% of respondents who bought hard floors in the last 12 months)
        • Table Hard Floors: "Where Did You Buy the Flooring?" by Household Income, 2023 (% of respondents who bought hard floors in the last 12 months)
  • Appendix
    • Selected Related Studies & Reports
    • Macroeconomic Assumptions
      • Economic Environment
        • Table Macroeconomic Indicators, 2014, 2019, 2024, 2029, &2034 (billion 2017 dollars)
      • Demographic Trends
        • Table Population & Households, 2014, 2019, 2024, 2029, &2034 (million persons)
      • Residential Building & Construction
        • Table Residential Building Construction Expenditures, 2014, 2019, 2024, 2029, &2034 (billion dollars & billion 2017 dollars)
      • Residential Improvements & Repairs
        • Table Residential Improvement & Repair Expenditures, 2014, 2019, 2024, 2029, &2034 (billion dollars & billion 2017 dollars)
      • Housing Stock
        • Table Housing Stock by Type, 2014, 2019, 2024, 2029, &2034 (million units)
      • Housing Completions
        • Table New Housing Indicators, 2014, 2019, 2024, 2029, &2034
        • Table Figure 10-1. New Housing Square Footage by Housing Type, 2009 - 2024
        • Table Population & Households, 2014, 2019, 2024, 2029, &2034 (million persons)

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