The Home Improvement Market

 
Online Download $2,750
This study analyzes the growing market for do-it-yourself (DIY) home improvement in the United States. The main products covered in this report include: lumber, building materials, doors and windows, plumbing products, architectural coverings, paint, adhesives and sealants, and tools and hardware. The report provides coverage of market size and growth, with sales projected to the year 2000. It also includes profiles of the leading corporate competitors in the market and an examination of important new trends in the home improvement industry.
  1. Executive Summary

    The Products

      Four Major Categories of Home Improvement Products Covered
      Lumber and Building Materials
      Fabricated Materials
      Finishing Materials
      Tools and Hardware

    The Market

      Home Improvement on the Rise
      Market Size and Growth
      Table 1-1: Size and Growth of the U.S. Home Improvement Market,
      1994-2003 (Dollars)
      Table 1-2: U.S. Retail Sales at Home Improvement Outlets,
      1994-2003 (Dollars)
      Table 1-3: Total Retail Sales of Home Improvement Products,
      1994-2003 (Dollars)
      Factors Fueling the Growth of the Market
      Aging Housing Stock Spurs Home Improvement
      Impact of Big-Box Warehouse Stores
      Economy, Housing Starts on the Upswing
      Five-Year Forecasts
      Home Improvement Market to Keep Growing
      Housing Conditions and Demographic Factors Will Drive
      Market Growth

    The Marketers

      Lumber/Building Materials
      Fabricated Materials
      Finishing Materials
      Tools and Hardware

    Retail and Distribution

      Trends at the Wholesale Level
      Home Centers Put Pressure on Wholesalers
      Cost-Cutting, Consolidation Are the Result
      A New Era
      Trends at the Retail Level
      Home Centers, Lumberyard, and Hardware Stores Are Primary
      Retail Outlets
      Traditional Retailers Were Lumberyards, Hardware Stores
      Home Centers Step into the Picture
      Figure 1-1: U.S. Retail Sales of Home Improvement Products, by Type
      of Store, 1998
      Warehouse-Type Home Centers
      Competition Among Home Center Chains Leads to Acquisitions,
      Consolidation
      Traditional Retailers Respond to New Market Entrants

    The Consumer

      Boomers Are Key in Home Improvement Market

    Scope and Methodology

  2. The Products

    Materials and Services Used by Consumers For Making Additions,

    Alterations, and Major Repairs to the Home

      Four Major Categories of Home Improvement Products Covered
      Three Major Types of Purchases Covered

    Lumber and Building Materials

      Product Segments and Product Trends
      Lumber/Building Materials Widely Used in DIY Projects
      Lumber
      Home Center Sales Rising
      Environmental Issues
      Building Materials
      Engineered Wood Products
      Gypsum Wallboard and Other Gypsum Products
      Insulation
      Do-It-Yourselfers and Insulation
      Potential Heath Hazards
      Siding27
      Roofing
      Marketing Lumber and Building Materials

    Fabricated Materials

      Product Segments
      Projects Using Fabricated Materials
      Fabricated Materials Used in Remodeling
      Bathroom and Kitchen Trends
      Doors and Windows
      Use as Decorating Accents
      Wood versus Nonwood
      Installation Classes
      Types of Doors
      Types of Windows
      Plumbing Products
      Bathtubs
      Bathroom Sinks
      Kitchen Sinks
      Toilets
      Plumbing Fittings
      Product Trends
      Marketing Fabricated Materials

    Finishing Materials

      Product Segments and Product Trends
      Paint
      Painting Is a Very Popular DIY Project
      Color-Matching Computers
      Environmental Concerns About Paint
      Low-Odor Paints
      Children's Room Paint
      Adhesives and Sealants
      Types of Adhesives
      Uses for Adhesives in Home Improvement Projects
      Sealants
      Architectural Coverings
      Resilient Floor Coverings
      Carpeting
      Hardwood Flooring
      Wallpaper
      Ceiling Tiles
      Moldings
      Marketing Finishing Materials
      Purchasing Considerations
      Service and Cross-Merchandising
      Vignettes

    Tools and Hardware

      Product Segments and Product Trends
      Tools
      Tools Include Hand, Traditional Power Varieties, and Cordless Tools
      Conventional Plug-In Power Tools
      Cordless Tools
      Accessories
      Hand Tools
      Smart Tools
      Hardware
      Builders' Hardware
      Door and Window Hardware
      Shelf Hardware and Storage Systems
      Merchandising and Promotion
  3. The Market

    Home Improvement on the Rise

    Market Size and Growth

      Market Reaches $96.9 Billion in 1998
      Table 3-1: Size and Growth of the U.S. Home Improvement Market,
      1994-1998 (Dollars
      Table 3-2: U.S. Retail Sales at Home Improvement Outlets,
      1994-1998 (Dollars
      Scope of the Report
      Defining the Market
      Defining the Products
      Defining the Purchase Types
      Measures of the Home Improvement Market Used in This Report
      Sources of Data on Home Improvement
      Home Improvement Research Institute, Trade Magazines
      U.S. Government Data
      Marketing Finishing Materials
      Purchasing Considerations
      Service and Cross-Merchandising
      Vignettes

    Tools and Hardware

      Product Segments and Product Trends
      Tools
      Tools Include Hand, Traditional Power Varieties, and Cordless Tools
      Conventional Plug-In Power Tools
      Cordless Tools
      Accessories
      Hand Tools
      Smart Tools
      Hardware
      Builders' Hardware
      Door and Window Hardware
      Shelf Hardware and Storage Systems
      Merchandising and Promotion

    Projected Growth

      Home Improvement Market to Grow to $124 Billion by 2003
      Table 3-10: Projected Size and Growth of the U.S. Home Improvement
      Market, 1999-2003 (Dollars)
      Table 3-11: Projected U.S. Retail Sales at Home Improvement Outlets,
      1999-2003 (Dollars)
      Table 3-12: Projected Total U.S. Retail Sales of Home Improvement
      Products, 1999-2003 (Dollars)
      Housing Conditions and Demographic Factors Will Drive Market
      Growth
  4. The Marketers

    Each Major Product Category Dominated by a Handful of Competitors

    Market Leaders

      Lumber/Building Materials
      Georgia-Pacific and Weyerhaeuser Lead in Lumber Market
      Owens Corning Leads the Insulation Segment of the Building
      Materials Market
      Fabricated Materials
      Alcoa, Andersen, Marvin, and Owens Corning Lead in Doors and
      Windows
      American Standard, Kohler, Masco Lead in Plumbing
      Finishing Materials
      Sherwin-Williams Leads in Paint
      G.E. Silicones, 3M Lead in Adhesives/Sealants
      Armstrong and Shaw Among the Leaders in Architectural Coverings
      Tools and Hardware
      Black & Decker Leads Power Tools, Stanley Leads Hand Tools,
      Hardware
      Table 4-1: Leading and Selected Marketers of Home Improvement
      Products and Their Major Products, 1998

    Competitive Profile: American Standard Companies

      Leader in Plumbing Fixtures and Fittings Has 1998 Sales of $6.7 Billion
      History
      About 75% of Plumbing Product Sales Are to Residential Customers
      Foreign Sales Expand
      Performance Gets a Boost from "Demand Flow Technology"
      New Products Meet Consumer Demands

    Competitive Profile: Andersen Corporation

      Leader in Wood Windows and Patio Doors Has 1998 Sales of
      $1.5 Billion
      History
      Wide Variety of Products Offered at Retail
      Company Strategy

    Competitive Profile: Armstrong World Industries

      Leader in Vinyl Flooring Has 1998 Sales of $2.7 Billion
      Home Improvement Accounts for 40% of Sales
      Armstrong Leads in Acoustical Ceilings, Insulation Products
      Most Significant Involvement in Home Improvement Is in
      Floor Coverings
      Flooring Business Expands Through Acquisition of Triangle Pacific
      Changing Times Affect Sales

    Competitive Profile: Black & Decker Corporation

      World's Largest Power Tool Manufacturer
      History
      Corded and Cordless Power Tools for the DIY and Professional Markets
      DeWalt Line a Major Success
      Reduced Development Time for Power Tools
      Leading Brand in Plumbing Products

    Competitive Profile: Cooper Industries, Inc.

      Worldwide Manufacturer of Electrical Products, Tools, and Hardware
      History
      Cooper's Home Improvement Participation Is Through Hardware
      and Tools
      Recent European Acquisitions
      Company Strategy

    Competitive Profile: Georgia-Pacific Group

      Leading Building Products Manufacturer Has 1998 Sales of
      $13.2 Billion
      Building and Paper Product Operations
      Lumber and Building Materials for the Home Improvement Market
      Wood Panels
      Lumber
      Gypsum Products
      Strategy for DIY and BIY Sales
      Leading Independent Wholesaler of Building Products

    Competitive Profile: Louisiana-Pacific Corporation

      A Major Forest Products Company
      Spin-Off from Georgia-Pacific
      Acquisition of ABT
      Caught in a Price Squeeze, Louisiana-Pacific Downsizes, Focuses on
      Large-Volume Retailers

    Competitive Profile: Masco-Corporation

      Leader in Building and Home Improvement Products Has 1998 Sales of
      $4.3 Billion
      History
      Number One in Faucets
      Business Continues to Build Through Acquisitions
      Strategy

    Competitive Profile: Owens Corning, Inc.

      Largest Glass Fiber Materials Manufacturer Has 1998 Sales of $5 Billion
      History
      Asbestos Lawsuits Make the 1990s Difficult
      Fiberglass Insulation Line Benefits from Highly Successful
      Ad Campaign
      New Products in Continual Development
      Recent Acquisitions Expand Company Operations

    Competitive Profile: Sherwin-Williams Company

      North America's Largest Paint Maker Has 1998 Sales of $4.9 Billion
      History
      Well-Known Brands Include Sherwin-Williams, Dutch Boy, Acme
      New Coatings Introduced
      Company Strategy

    Competitive Profile: The Stanley Works, Inc.

      A Worldwide Leader in Consumer Hand Tools
      History
      A Wide Array of Tool and Hardware Products Are Offered
      Good-Better-Best Offerings Encourage Consumers to Trade Up
      Consumer Advertising via Print and TV

    Competitive Profile: USG Corporation

      World Leader in Gypsum Products
      History
      Major Brands Include Sheetrock
      USG Seeks Brand Loyalty
      New Facilities Open
      Asbestos-Related Litigation Problems

    Competitive Profile: Weyerhaeuser Company

      World's Largest Private Owner of Softwood Timber
      History
      Dealing with Environmental Issues
      Home Improvement Products Focus on Lumber
      Corporate Outlook
  5. Retail And Distribution

    Channels of Distribution

      Wholesalers Versus Direct Distribution
      Dealer-Owned Distributor
      Merchandising Groups
      Unaffiliated Dealers
      Direct Distribution

    Trends at the Wholesale Level

      Home Centers Put Pressure on Wholesalers
      Cost-Cutting, Consolidation Are the Result
      A New Era

    Trends at the Retail Level

      Home Centers, Lumberyard, and Hardware Stores Are Primary Retail
      Outlets
      Traditional Retailers Were Lumberyards, Hardware Stores
      Home Centers Step into the Picture
      Figure 5-1: U.S. Retail Sales of Home Improvement Products,
      by Type of Store, 1998
      Warehouse-Type Home Centers
      Home Center Market Shares
      Table 5-1: Shares of Retail Sales at U.S. Home Centers, by Company, 1998
      Competition Among Home Center Chains Leads to Acquisitions,
      Consolidation
      Home Centers Add Departments and Services
      Mass Merchandisers Increase Their Home Improvement Involvement
      Traditional Retailers Respond to New Market Entrants
      Bigger Seems to Be Better
      Lowe's Copies Home Depot
      Marketing at the Big Boxes
      Selling to Women
      More Consumers Opt to BIY

    Advertising

      Advertising and Promotion Increase with the Big Boxes
      Print Ads
      Television and Radio Advertising
      Market Segmentation
      Manufacturers Advertise Too

    Promotion and Merchandising

      Packaging, Merchandising Help Increase the DIY Sale
      Racetrack Design and Banners Popular Too
      Encouraging Project Shopping
      More Customer Service
      How-To Videos Are Perfect Promotions
      Tool Rentals Also Promote the Store

    Competitive Profile: Hechinger Company

      Sales of $3.4 Billion in 1998
      Conversion to Home Quarters Stores
      Builders Square Closings
      Suffering Effects of Intense Competition from the Giants

    Competitive Profile: Homebase, Inc.

      Sales of $1.4 Billion in 1998
      HomeBase Stores
      New Strategy to Enhance Service, Increase Traffic, Improve Sales

    Competitive Profile: Home Depot, Inc

      Largest Chain Has 1998 Sales of $24.2 Billion
      Huge Expansion in Past 10 Years
      Large Store Size
      Wide Array of Products Sold
      Home Depot Continues to Expand
      Home Depot Operates 790 Stores
      Smaller Villager's Hardware Stores
      Strategy to Attract Pros, BIYers, and Add More Services

    Competitive Profile: Lowe's Companies

      Second-Largest Chain Has 1998 Sales of $10.1 Billion
      From Hardware Store to Leading Pro Chain
      After Home Depot, Lowe's Strategy Changes
      Lowe's Home Centers Get Larger
      Taking on Home Depot
      Eagle AcquisitionCompetitive Profile: Menard, Inc.
      Sales of $3.7 Billion in 1998
      An Early Twist on the Traditional Lumberyard
      Menard Keeps Its Shopper-Friendly Approach, Drops Prices
      Strategy Leads to Good Success

    Competitive Profile: Sears, Roebuck and Company

      Second Largest General Merchandise Retailer
      An Old Company Changes
      Home Improvement Products and Services
      In Addition to Its Own Hardware Stores, Sears Acquires Orchard
      Supply
      The Great Indoors Is the Newest Format
      American Home Improvement Products Acquired
      Sears Home Services
      Craftsman Brand

    Competitive Profile: TruServ Corporation

      Largest Member-Owned Hardware Co-op Has 1998 Sales of $3.8 Billion
      A Small Co-op Grows
      Company Strategy

    Competitive Profile: Wal-Mart Stores, Inc.

      Largest Retailer in the World
      Tough Competitor for Hardware Stores
  6. The Consumer

    Consumer Demographics

    The Baby Boomers

      Boomers Are Key in Home Improvement Market
      Aging U.S. Population
      Table 6-1: U.S. Population Trends and Projections, by Age Group,
      1975-2005
      Boomers' Future Role in Home Improvement

    Women Strongly Involved in Home Improvement

      Popular Product Purchases and Products Among Women

    Consumer Demographics

      A Note About Simmons Market Research Bureau
      Market Penetration of Home Improvement
      Most Common Home Improvement Project Undertaken: Bathroom
      Remodeling
      Table 6-2: Home Remodeling Projects Done in Previous 12 Months, by
      Type, 1998
      Most Common Home Improvement Product Purchased: Wallpaper
      Table 6-3: Home Improvement Products Purchased in Previous
      12 Months, by Type, 1998
      Consumer Focus: Purchasers of Home Improvement Products
      Ages 35 to 64 Are Peak for Home Improvement
      Table 6-4: Demographic Characteristics Favoring Purchase of Home
      Improvement Products, 1998
      High Income and Education Also Predict Home Improvement
      Purchase
      Table 6-5: Consumer Overview: Purchasers of Any Home Improvement
      Product, 1998
      Consumer Focus: Consumers Spending $5,000 or More on Home
      Improvement
      Older Age Segments Peak for Larger Purchases
      Table 6-6: Demographic Characteristics Favoring Expenditure of $5,000
      or More on Home Improvement, 1998
      Table 6-7: Consumer Overview: Consumers Spending $5,000 or More
      on Home Improvement, 1998
      Consumer Focus: Consumers Using Professional Contractors for Home
      Improvement
      Table 6-8: Demographic Characteristics Favoring Use of Professional
      Contractors for Home Improvement, 1998
      Table 6-9: Consumer Overview: Consumers Using Professional
      Contractors for Home Improvement, 1998
  7. Appendix I: Examples Of Consumer And Trade Advertising And Promotions
  8. Appendix Ii: Addresses Of Selected Marketers

In this report, {{keyword[keywordTextProperty]}} appears {{keyword[keywordCountProperty]}} times. {{searchResults.STATRESULT.SUMMARY.KW[keywordTextProperty]}} appears {{searchResults.STATRESULT.SUMMARY.KW[keywordCountProperty]}} times.

We were unable to search inside this report.

Search for an exact word or phrase by placing the word or phrase in quotation marks ("market trend"). Search for different versions or tenses of a word by placing an asterisk at the end of the word (pharma*).

Please note that your term must be at least three characters long and numbers will be blocked by the # sign.