HOME IMPROVEMENT TRACKER

Track the latest trends in home improvement.

The newly refreshed Numerator Home Improvement Tracker provides quarterly insight into omnichannel consumer buying behavior in select home improvement categories. Powered by Numerator’s 150,000 person total commerce panel panel, the tracker provides a high-level view into emerging trends and category metrics for the home improvement industry alongside verified home improvement buyer survey insights.

Latest Update: 3/04/2024

RETAILER SHARE SHIFTS

See which home improvement retailers capture the most sales.

Home Depot and Lowe’s maintained their positions as category leaders all through 2023, capturing an average of 29% and 20% share in our tracked home improvement categories. Their share dipped slightly in the final months of the year, as Amazon and Harbor Freight Tools continued steady climbs.  

HOME IMPROVEMENT HIGHLIGHTS

How are home improvement categories faring?

While categories like cleaning, painting, hand tools and lawn & garden saw slight growth in 2023, others like kitchen & bathroom and outdoor power equipment saw moderate declines. Categories with household penetration and buy rate declines were also the most expensive categories, suggesting consumers were pulling back on bigger ticket items.

PRIVATE LABEL PERFORMANCE

How are private label brands shaping the home improvement category?

Most home improvement categories are still dominated by name brand products, but private label brands continued to grow share in 2023. Hand tools have the largest private label share, while outdoor power equipment saw the most private label growth.

SHOPPER SURVEY

What do home improvement shoppers have to say about their purchases?

Over a third of home improvement shoppers in the past three months purchased items for a small DIY project, followed by those replacing old items or simply buying for fun. The biggest drivers for retailer selection were convenient location, good prices, and availability & assortment of products.

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