DIY製品の消費者：米国

Abstract

In 2007, Home Depot exemplified challenges in the do-it-yourself (DIY) market when its sales fell for the first time in history. This report probes the short- and long-term effect of the slumping housing market on DIY product sales, as well as other key drivers such as demographic trends, product innovation, government regulations and the media.

Other insights include:

• Market size and product segmentation data
• Product trends
• Innovations in green products and opportunities in environmental retailing
• Why Asians and Hispanics are important to growth
• DIY activity and product choices for a range of consumer groups
• Where DIY enthusiasts look for home-improvement information
• Barriers to DIY activity and how to address them

The focus of this report is DIY and decorating products purchased and installed by consumers. Products purchased by professionals are not included in the scope of this report.

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Data sources
• Sales data
• Consumer survey data
• Abbreviations
• Terms
• Executive Summary
• Market Size: Broad home channel market vs. smaller DIY market
• Competitive Context: Housing downturn, green trends and imports
• Segmentation: Flooring shows strong growth, as do electrical and "other" DIY products
• Retail Channels: Home centers dominant, despite slowing sales in 2007
• Home sales are key to current downturn in DIY market
• Home repair and renovation fall in 2007
• Media and the Internet drive and shape DIY market
• Baby Boomers and younger, multi-ethnic DIYers
• Home Depot posts sales decline for first time in 2007
• Branding strategies of the largest DIY retailers
• Innovations in green products, retailing strategies and departments
• Advertising and promotion
• Purchasing of DIY products and retail choice
• DIY activity, attitudes and information for DIY projects
• Gender: Traditional gender roles shape DIY activity, outreach to women is warranted
• Age: Younger DIYers take on more projects and tend to use the Internet for information
• Income: Income drives DIY activity overall
• Ethnicity: Asians and Hispanics are enthusiastic DIYers and key to growth in market
• Barriers to DIY activity: Money, skills and tools
• Market Size and Forecast
• Slower growth predicted in broader home channel through 2012
• After strong growth through 2006, sales slow in 2007 with the slumping housing market
  • Figure 1: Total U.S. sales and forecast of broader home channel market at current prices, 2002-12
  • Figure 2: Total U.S. sales and forecast of broader home channel market at inflation-adjusted prices, 2002-12
• Within more limited DIY-only market, uneven growth prevailed in 2002-06
  • Figure 3: Total U.S. sales and forecast of DIY market at current prices, 2002-12
  • Figure 4: Total U.S. sales and forecast of DIY market at inflation adjusted prices, 2002-12
• Competitive Context
• Key Points
• Downturn in the housing market has dampened DIY sales in 2007
• Gloomy housing prognosis for 2008, although federal legislation could stimulate market
• Suffering losses and facing market saturation, home centers limit expansion and take a more conservative approach
• Green living trends fuel environmentally-friendly products and practices
• Energy conservation and concern with energy costs drive green movement
• Government activity and legislation drives demand for green products
• Changes in building codes and promotion of green homes
• Government promotion of energy efficient practices and products
• VOC regulations
• Imports play major role in DIY market, also pose safety concerns
• Segment Performance
• Key points
• Paint sales stagnate while innovations in flooring drive sales
• Sales in the "other" category show growth above market average
  • Figure 5: U.S. sales of DIY products, segmented by type, 2004 and 2006
• Segment Performance--Paints, Wallpapering and Supplies
  • Figure 6: U.S. DIY sales and forecast of paints, wallpaper and supplies, 2002-12
• Segment Performance--Flooring
  • Figure 7: U.S. DIY sales and forecast of materials for hard surface flooring, 2002-12
• Segment Performance--Electrical Supplies, HVAC
  • Figure 8: U.S. DIY sales and forecast of electrical supplies, heating and cooling equipment, 2002-12
• Segment Performance--Plumbing
  • Figure 9: U.S. DIY sales and forecast of plumbing supplies and equipment, 2002-12
• Segment Performance--Tools and Equipment for Painting and Wallpapering
  • Figure 10: U.S. DIY sales and forecast of tools and equipment for painting and wallpapering, 2002-12
• Segment Performance--Other DIY Products
• Building materials
• Windows
• Lumber
• Tools
  • Figure 11: U.S. sales and forecast of other DIY supplies, 2002-12
• Retail Channels
• Key points
• Home centers maintain as building material dealers see sales tumble
• Specialty retailers and hardware stores struggle to maintain market share
• Department stores see sales fall while general merchandisers carve out growing share of DIY market
  • Figure 12: U.S. sales through home improvement channels, by retail channel, 2005 and 2007
• Retail Channels--Home Centers
  • Figure 13: U.S. home channel sales through home centers, 2002-07
• Retail Channels--Other Building Material Dealers
  • Figure 14: U.S. home channel sales through all other building material dealers, 2002-07
• Retail Channels--Floor Covering Stores
  • Figure 15: U.S. home channel sales through floor covering stores, 2002-07
• Retail Channels--Hardware Stores
  • Figure 16: U.S. home channel sales through hardware stores, 2002-07
• Retail Channels--Wallcovering and Paint Stores
  • Figure 17: U.S. home channel sales through wallcovering and paint stores, 2002-07
• Retail Channels--Nurseries, Garden Centers, Farm Suppliers
  • Figure 18: U.S. home channel sales through nursery, garden centers and farm suppliers, 2002-07
• Retail Channels--Outdoor Power Equipment Dealers
  • Figure 19: U.S. home channel sales through outdoor power equipment stores, 2002-07
• Retail Channels--Department Stores, Mass Merchandisers
  • Figure 20: U.S. home channel sales through department stores and mass merchandisers, 2002-07
• Retail Channels--General Merchandise Stores
  • Figure 21: U.S. home channel sales through all other general merchandise stores, 2002-07
• Market Drivers
• Home ownership is important driver of DIY activity
  • Figure 22: Undertook home improvement in the past 12 months by home ownership, May 2006-June 2007
• New and existing home sales drop sharply in 2006 and 2007
  • Figure 23: Sales of new and existing homes, 2002-07
• In longer term, the housing market should recover and drive DIY sales
• Maintenance, repair and improvements expenditures fall in 2007
  • Figure 24: Expenditures for residential repairs and maintenance, and improvements, 2002-07
• Media influences spur interest in DIY activity
• The Internet takes a growing role in the DIY market
• Demographic drivers: younger homeowners and Baby Boomers
  • Figure 25: Population by age, 2002-12
• Demographic driver: an increasingly multi-ethnic population
  • Figure 26: Population by race and Hispanic origin, 2002-12
• Leading Companies
• Key points
• 2007 is a challenging year for all major retailers, especially Home Depot
• Smaller retailers may be better positioned to attract DIYers in future market
• Mixed results from 2005-07 for the five largest DIY retailers
  • Figure 27: Sales of leading DIY companies, 2005 and 2007
• Brand Qualities
• Home Depot--a "back to basics" brand--focused on innovation and service
• Lowe' s--a softer, more female-friendly brand with exclusive, trusted product lines
• Menards--an eclectic, value-oriented "catch all" store, rooted in Midwestern tradition
• Wal-Mart--the "Low Prices--Always" brand gives company leverage with casual DIYers
• Sears--A once highly reputed brand sees prestige and sales decline
• Hardware co-operatives emphasize quality and highlight personal customer service and accessible help
• Innovation and Innovators
• Key points
• Green products and practices are an important area of innovation
• Innovations in technology and style
• Innovations in retailing: new formats and retail approaches
• Home Depot--New "Designer Center", "Project Store", "Store Standard" pilot and smaller format stores
• Menards--Expanded product offerings, "store within a store" and joint retail centers/housing developments
• Hardware Co-operatives: focus on new websites, new store designs and customer service and eco-based initiatives
• Innovative retailing strategies in key segments: paint and tools
• Paint: expanded offerings, design centers, color matching services and new kiosks
• Tools: "Store within Store" format, expanded private label offerings and hands-on stations to try products
• Advertising and Promotion
• Overview
• Advertising expenditures of the largest retailers
  • Figure 28: Major home improvement store advertising spend in measured and unmeasured media, 2005 and 2006
  • Figure 29: Advertising spending in measured media, by category, 2006
• Advertising profiles for major retailers and hardware cooperatives
• Home Depot
• Lowe' s
• Menards
  • Figure 30: Television ad -- Menards, 2007
• Wal-Mart
• Sears
• True Value
• Ace Hardware
• Do it Best
• Usage--Products Purchased
• Key points
• Homeowners and upper-income families are key groups to target
  • Figure 31: Undertook home improvement in the past 12 months by home ownership, May 2006-June 2007
  • Figure 32: Undertook home improvement in the past 12 months, by marital status, May 2006-June 2007
  • Figure 33: Undertook home improvement in the past 12 months, by age, May 2006-June 2007
  • Figure 34: Undertook home improvement in the past 12 months, by household income, May 2006-June 2007
• Types of home improvement purchases made in the past 12 months
  • Figure 35: Types of home improvements products purchased in past 12 months, by household income, May 2006-June 2007
• Retailers used for DIY Purchases
• Key points
• Home improvement stores shopped in the last three months
  • Figure 36: Specific home improvement retailers shopped in previous 3 months, by home improvement in the past 12 months and home improvement by self or hh member, May 2006-June 2007
• Number and Type of DIY Projects
• Key points
• Gender roles endure, though female consumer base may be cultivated
  • Figure 37: Type of DIY projects undertaken, by gender, January 2008
• Young DIYers undertake the most projects
  • Figure 38: Number of DIY projects undertaken, by age, January 2008
  • Figure 39: Type of DIY projects undertaken in past 12 months, by age, January 2008
• Outdoor living key for upper income DIYers
  • Figure 40: Number of DIY projects undertaken in past 12 months, by household income, January 2008
  • Figure 41: Type of DIY projects undertaken in past 12 months, by household income, January 2008
• Attitudes--Enjoyment of DIY Work and How Work is Shared and Completed
• Key Points
• Men enjoy and complete more projects
  • Figure 42: Enjoyment of all projects and preference for professional help, by gender, January 2008
  • Figure 43: How work shared/completed, by gender, January 2008
• Younger DIYers more engaged
  • Figure 44: Enjoyment of all projects and preference for professional help, by age, January 2008
  • Figure 45: How work shared/completed, by age, January 2008
• Attitudes and Motivations--Where DIYers Seek Help and Information
• Key Points
• Sources of information on DIY home improvement projects
  • Figure 46: Source of information for DIY projects, by age, January 2008
  • Figure 47: Source of information for DIY projects, by household income, January 2008
  • Figure 48: Source of advice when "stuck" with DIY project, by age, January 2008
  • Figure 49: Source of advice when "stuck" with DIY project, by household income, January 2008
• Attitudes and Motivations--Those Who Don' t Undertake DIY Projects
• Key Points
• Reasons for not undertaking a project
  • Figure 50: Reasons for not undertaking a project, by gender, January 2008
  • Figure 51: Reasons for not undertaking a project, by age, January 2008
  • Figure 52: Reasons for not undertaking a project, by household income, January 2008
  • Figure 53: Things that would motivate taking on a DIY project, January 2008
• Race and Ethnicity
• Key points
• Hispanics are key group to target
  • Figure 54: Undertook home improvement in the past 12 months by race/ethnicity, May 2006-June 2007
• Types of home improvement purchases made in the past 12 months
  • Figure 55: Types of home improvements products purchased, by race/ethnicity, May 2006-June 2007
• Hispanics show strong DIY Interest
  • Figure 56: Number of DIY projects undertaken, by race/ethnicity, January 2008
  • Figure 57: Type of DIY projects undertaken, by race/ethnicity, January 2008
  • Figure 58: Enjoyment of all projects and preference for professional help, by race/ethnicity, January 2008
  • Figure 59: How work shared/completed, by race/ethnicity, January 2008
  • Figure 60: Source of information for DIY projects, by race/ethnicity, January 2008
  • Figure 61: Source of advice when "stuck" with DIY project, by race/ethnicity, January 2008
  • Figure 62: Reasons for not undertaking a project, by race/ethnicity, January 2008
• Simmons Cohort Analysis
  • Figure 63: Undertook home improvement in the past 12 months by household income, May 2006-June 2007
• Appendix: Other Useful Consumer Tables
  • Figure 73: Types of home improvements products purchased, by age, May 2006-June 2007
  • Figure 74: Types of home improvements products purchased, by who undertook improvement, May 2006-June 2007
  • Figure 75: Types of home improvements products purchased, by size of household, May 2006-June 2007
  • Figure 76: Number of DIY projects undertaken, by gender, January 2008
  • Figure 77: Enjoyment of all projects and preference for professional help, by household income, January 2008
  • Figure 78: How work shared/completed, by household income, January 2008
  • Figure 79: Source of information for DIY projects, by gender, January 2008
  • Figure 80: Source of advice when "stuck" with a DIY project, by gender, January 2008
• Appendix: Trade Associations