The prospect of a slow, drawn out economic recovery without robust job growth or a quick rise in home prices doesn’t bode well for a rapid rebound in the broader home improvement industry, which has already suffered three consecutive years of decline. But the longer the economy stays out of high gear the better the chances are of solid growth in the DIY portion of the market as the DIY mentality will become a proactive and affirmative manifestation of the New Frugality.

The prospect of a slow, drawn out economic recovery without robust job growth or a quick rise in home prices doesn’t bode well for a rapid rebound in the broader home improvement industry, which has already suffered three consecutive years of decline. But the longer the economy stays out of high gear the better the chances are of solid growth in the DIY portion of the market as the DIY mentality will become a proactive and affirmative manifestation of the New Frugality.

This report provides an in-depth analysis of how retailers, suppliers and, most importantly, consumers are responding to a home channel marketplace that is changing in fundamental ways:

Analysis of consumer expenditures in the broader home channel market as well as the more narrowly defined DIY market

Analysis of sales trends in major home improvement product segments and retail channels

Discussion of the branding and advertising strategies of major DIY retailers

The results of Mintel’s exclusive research among DIYers including the incidence of various types of projects and the impact of the economic downturn on consumer behavior and attitudes

Extensive discussion on DIYers’ increasing interest in environmental sustainability and energy efficiency