Ed Hudson, MBA

Brand New Brand Data

Based on our 2020 end-of-year survey over 100,000 U.S. households, the 2021 Consumer Practices Reports are now available. The new information is “must read,” shedding light on how COVID-19 changed the U.S. and Canadian home remodeling industries and including incredible detail. You may have seen some of the previews we’ve shared over the past several weeks in our Trend articles on pro vs. DIY remodeling during the pandemic and the products that did best in the “year of DIY”.

In addition to the standard product reports, we also have our Consumer Practices Survey (CPS) Brand reports available. These reveal how specific brands faired during the pandemic, and may call out some elements of the path forward.

Name That Brand!

One finding from the 2021 CPS is that consumer knowledge of brands for home improvement materials is excellent within some product categories, but poor in others. For example, 94 percent of consumers who bought a washer or dryer were able to tell us what brand they purchased — likely because of the high visibility of brands in this category, and also because it is very often the consumer who purchase the appliance, rather than the remodeling contractor. Eighty-eight percent of CPS respondents could tell us what brand of paint was used on their homes — this is also a product that is highly likely to be purchased and applied by household members. Eighty-seven percent of respondents could name their new home standby generator brand.

At the other end of the spectrum, only 42 percent could name the brand of side or rear entry door purchased for their homes. And categories falling in the middle included faucets (78 %), exterior locksets (74%), kitchen sinks (64%), and patio doors (50%). With so many respondents not knowing product brand in some categories, there’s a definite opportunity for manufacturers to fill the void by improving their brand building and awareness efforts.

Top Selling Brands in 2020

Based on the 2021 CPS, here are some of the top selling brands, by category:

• Closet Storage Systems: #1 ClosetMaid; #2 IKEA
• Locksets: #1 Kwikset; #2 Schlage
• Faucets: #1 Delta; #2 Moen; #3 Kohler
• Fiberglass Insulation: #1 Owens Corning
• Home Standby Generators: #1 Generac
• Interior Paint: #1 BEHR; #2 Sherwin-Williams; #3 Valspar
• Toilets: #1 American Standard; #2 Kohler

Brands Gaining Most Traction in 2020

From the same study, here are some brands with the biggest gains in 2020 over the previous two years:

• Paint: Valspar
• Portable Generators: Vox & Blue Max
• Home Standby Generators: Generac
• Kitchen Sinks: Delta & Glacier Bay
• Windows: Window World
• Kitchen Appliances: Frigidaire
• Patio Doors: Pella

Keep an Eye on Your Competitors

If you are seeking to know how 2020 impacted your product remodeling market share — or, perhaps equally importantly, those of your competitors – contact us to discuss the specific market demand data available. Here is a complete list of the 2021 remodeling brand reports we offer:

• Major Kitchen Appliances Brand Report
• Washers & Dryers Brand Report
• Front Entry Doors Brand Report
• Other Entry Doors Brand Report
• Faucets Brand Report
• Finish Flooring - Carpeting Brand Report
• Finish Flooring - Ceramic Tile Brand Report
• Finish Flooring - Vinyl Brand Report
• Finish Flooring - Wood Brand Report
• Garage Doors Brand Report
• Home Stand-by Generators Brand Report
• Portable Power Generators Brand Report
• Fiberglass Insulation Brand Report
• Interior Finishes - Paint Brand Report
• Exterior Locksets Brand Report
• Interior Locksets Brand Report
• Patio Doors Brand Report
• Kitchen Sinks Brand Report
• Lavatory Sinks Brand Report
• Toilets Brand Report
• Closet Storage Brand Report
• Garage Storage Brand Report
• Windows Brand Report

Within a couple weeks, with the Builder Practices Survey coming out of the field, we’ll be reporting on how 2020 impacted product selection in new homes. Until then, we’ll continue to post new findings on the remodeling industry based on our Consumer Practices Reports. Specifically, we’ll look at COVID-19’s impact on remodeling markets geographically and how the pandemic has changed the character of types of remodeling undertaken by homeowners. We’ll also look into which retail categories and specific home improvement retail chains did better by product category. Stay tuned!

Contact us if you’d like to learn more about how Home Innovation’s Consumer Practices Reports can help you keep track of the market for home improvement products and materials.

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