explore our market researches

Market reports

See all
usp

News I published 22 March 2022

European consumers expect to spend more on fewer home improvement jobs in 2022

Due to all kinds of restrictions over the past two corona-infested years, people were forced to spend more time at home, had more time on their hands, and were left with budget that would otherwise be spent on going out or holidays. As a result, the amount of home improvement jobs done and budget spent on them by consumers increased significantly over the last two years.

The main question is whether that increase in home improvement will last now that most of the restrictions have been scrapped, or whether people’s urge to do home improvement jobs has been scrapped as well. To provide answers, we asked 6.800 consumers from 11 countries, who we interviewed for the Q4 2021 report of USP Marketing Consultancy’s European Home Improvement Monitor, about their plans for future home improvement.

Slightly fewer home improvement jobs expected…

The majority of European consumers we interviewed expect to do about the same amount of home improvement jobs in 2022 as they did in 2021. The share of consumers expecting to do more home improvement jobs is the coming year is slightly smaller than the share expecting to do fewer jobs, resulting in a nett expectation to do slightly less home improvement in 2022.

…but a higher budget will be spent on home improvement

Interestingly, although European consumers expect to do slightly fewer home improvement jobs on average, they expect to spend a higher budget on home improvement in 2022 than they did in 2021.

This might seem a bit of a paradox, but there are several possible explanations. First of all, home improvement jobs can be quite impromptu, meaning that they are not always planned because the need for them may present itself later in the year. In that scenario, consumers will end up doing more home improvement jobs in 2022 than they expect at the start of the year.

It might also be the case that consumers are actually more realistic in their expectations than the above explanation suggests. Surely, everyone has noticed the increasing price of materials. On top of that, labour costs are high and still rising. Combine the two and it is quite reasonable to expect to pay more money for fewer home improvement jobs in the coming year.

A third explanation is that people may plan fewer home improvement jobs, but that the jobs are larger or that the products used are more luxurious. If someone has turned a dusty attic into a stylish home office and the living room has been restyled with a fresh layer of paint in the past two years, for instance, then maybe this year it is time for a whole new kitchen. And maybe that person plans to deck that kitchen out with more luxurious equipment, because two years of pandemic have proven the value of investing in a quality home environment.

These ponderings are based on the results of the European Home Improvement Monitor research and on nearly three decades of experience researching the market for home improvement products. To find out more about what home improvement consumers plan to do and whether they plan to do those jobs themselves or rather hire a professional, we refer you to the Q4 2021 report of USP Marketing Consultancy’s European Home Improvement Monitor.

Fresh Insights Await

Our latest reports

Delve into the newest findings across various market segments, crafted for a cutting-edge overview. Explore our latest reports, brimming with up-to-date data, trend analyses, and in-depth examinations, all tailored to provide you with a comprehensive understanding of the current market dynamics.

Construction

Home Improvement

Installation

Construction

Trends in material usage Q1 2024

2024 102 pages

Explore the evolving trends in material usage among European architects in Q1 2024. Delve into the factors driving material preferences and the impact on construction aesthetics and sustainability.

Construction

Media orientation H2 2021

2024 161 pages

Explore the media engagement patterns of contractors to optimize your marketing strategies. Dive into a pool of insights that unveils how contractors interact with different media channels.

Construction

European Green Deal Q4 2021

2024 88 pages

Explore the impact and reception of the European Green Deal among architects. Understand how the initiative is influencing architectural practices and sustainability measures.

Construction

BIM Q4 2023

2024 246 pages

Key insights regarding the BIM usage and behaviour of European architects, and our latest future building volumes prognoses

Construction

Purchase Channels H2 2023

2024 123

Explore the buying and ordering behaviour among contractors in H1 2023. Uncover the key channels used, share-of-wallet and much more.

Construction

Behavioural segmentation and media usage report 2023

2023 75 pages

This report provides a comprehensive overview of purchase behaviour, products, and media usage, specifically focusing on European handymen. It delves into how handymen use media, and for what purposes, and examines their habits and preferences in terms of purchasing behaviour.

Home Improvement

DIY versus DIFM Q4 2021

2024 113 pages

This report is a must-have if you’re in the home improvement industry. It provides a wealth of information on the behaviour of DIY and DIFM consumers, their motivations, and the factors that influence their purchasing decisions.

Home Improvement

DIY or DIFM Q4 2023

2024 70

Explore the prevailing trends between DIY and DIFM in Q4 2023. Understand consumer preferences and the factors influencing their choice between DIY and DIFM.

Home Improvement

Branding Q3 2023

2023 93 pages

This report offers an extensive overview of the home improvement industry, with a focus on branding and the most popular brands within different categories. Within this report, you will gain insights into how customers perceive home improvement brands and what motivates them to buy certain products.

Home Improvement

Purchase channels Q2 2023

2023 114 pages

The European Home Improvement Monitor offers valuable insights on purchase channels in the European home improvement industry, examining the evolving preferences and behaviors of consumers across traditional retail and emerging online platforms.

Home Improvement

Rise of digital natives Q1 2022

2022 120 pages

Explore the impact of digital natives on the home improvement sector in Q1 2022. Discover how digitalization is shaping consumer behaviors and market trends.

Home Improvement

Purchase Channels Q2 2022

2022 124 pages

Uncover the prevalent purchase channels in the home improvement sector during Q2 2022. Delve into consumer preferences and the factors influencing their purchasing decisions.

Installation

Sustainability Q1 2024

2024 81 pages

Delve into sustainability trends in the home improvement sector in Q1 2024. Discover consumer preferences and the shift towards eco-friendly home improvement solutions.

Installation

BIM Q1 2024

2024 84 pages

Installation

Sustainability Q1 2024

2024 99 pages

The European Electrical Installation Monitor report provides a detailed analysis of the sustainable solutions in the installation industry. This report specifically focuses on sustainability aspects in the industry.

Installation

Challenges toward sustainable future Q4 2021

2024 111 pages

Installation

Purchase channels Q4 2021

2024 106 pages

Delve into the training needs within the electrical installation sector. Understand the areas requiring skill development to meet the evolving demands of the industry.

Installation

European Heat Pump Monitor: Homeowners’ insight

2024

The European Heat Pump Monitor: Homeowners’ insight is an annual survey based on about 4.000 online interviews with homeowners, conducted in 8 European countries. The report covers a range of topics, relevant to understand the sentiments, buying behaviours, concerns, and evolving needs of the target group. It includes 8 country-specific insights, with cross-country comparisons, and provide guidance for shaping successful and sustainable strategies for business growth.