New Consumer Goods research report from Euromonitor International is now available from Fast Market Research

Boston, MA -- (SBWire) -- 08/22/2014 --Home improvement in the US is split between two large and diverse groups. On the one hand there is a large number of DIY enthusiasts who relish the opportunity to work with their hands. These consumers like to spend weekends on projects around the home. Some are even ambitious enough to renovate entire rooms themselves. At the same time there is a large group of consumers who have very little knowledge of DIY projects or desire to engage in such activities. For this reason, there are many contractors in the US who will paint a home, build an extension or install new flooring for a fee. DIY consumers enjoy a sense of satisfaction in working with their hands and saving money, whilst those preferring contract work rest comfortably in knowing that their home was professionally renovated to a high level of quality.

Competitive Landscape:

Following the acquisition from Akzo Nobel, PPG Industries is now the largest national player in home improvement. Now that PPG has ownership of Akzo Nobel's North American brands, the competition within decorative paints is now very fierce amongst the top players. Currently, the combined share of the top five players accounts for a 94% value share of the decorative paint category, with the top three (PPG Industries, Behr Process, and Sherwin-Williams) constituting nearly 70% of the total value share.

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Industry Prospects:

After a challenging review period in which sales declined steeply due to the recession, home improvement is poised for a strong rebound in the US. After falling by 8% in value sales at constant 2013 prices between 2007 and 2013, sales of home improvement products were well below pre-recessionary levels, despite positive growth in 2010 through to 2013. For this reason, retail sales are expected to grow strongly from this diminished base, increasing by 14% in value sales at constant 2013 prices over the forecast period. Consumers who put off necessary renovations or repairs are likely to resume spending on these projects as the economy improves and consumer confidence grows.