Women Lead Kitchen and Bath Improvement Spending in the U.S., Reports NPD

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Nearly half of the U.S. population made a kitchen and bath home improvement purchase online or in stores in 2020, and women accounted for more than half of those buyers. According to Checkout information from The NPD Group, women were more likely to buy kitchen and bath products than lawn and garden, paint, hardware, or other home improvement products. Last year, women accounted for nearly 60% of kitchen and bath products sold online, and 52% of in-store sales.

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“In order to further the engagement with female consumers amidst today’s rapidly shifting retail landscape, the home improvement industry needs to understand the varying motivation behind their purchases across platforms," said Joe Derochowski, home industry advisor at NPD.

Nearly half of the U.S. population made a kitchen and bath home improvement purchase online or in stores in 2020, and women accounted for more than half of those buyers. According to Checkout information from The NPD Group, women were more likely to buy kitchen and bath products than lawn and garden, paint, hardware, or other home improvement products. Last year, women accounted for nearly 60% of kitchen and bath products sold online, and 52% of in-store sales.

“Whether it is the project strategy and design, or the spending itself, women are a leading force in the kitchen and bath home improvement market,” said Joe Derochowski, home industry advisor at NPD. “In order to further the engagement with female consumers amidst today’s rapidly shifting retail landscape, the home improvement industry needs to understand the varying motivation behind their purchases across platforms.”

Ecommerce accounted for 28% of kitchen and bath improvement sales in 2020 but, with few exceptions, both online and in-store purchases of the products grew by double-digits across all U.S. regions. During the pandemic, with many home improvement retailers remaining open, some consumers told NPD that they would visit home improvement stores more often once COVID-19 restrictions were lifted. While there is little differentiation between the kitchen and bath products purchased online versus in stores, women were much more likely to purchase kitchen cabinets in stores, while making more showerhead and faucet combo purchases online.

The rise in home improvement market purchases by women also tracks with higher rates of home purchasing by women in 2020. According to the National Association of Realtors (NAR), single, female buyers accounted for 19% of the homes purchased in 2020, the highest it’s been in 10 years. The median age of single, female repeat home buyers is 59. According to NPD’s Checkout information, women age 55 and up spent the most on annual kitchen and bath home improvements, while women age 18 to 24 posted the largest annual spending increase.

“Marketing efforts need to reflect the leading role women of all ages are playing in home improvements, and engage them accordingly,” says Derochowski. “It is incumbent upon retailers to get innovative and make a stronger connection, fostering the consumer’s loyalty as they continue to address current and evolving lifestyle needs throughout the home.”

Source: The NPD Group / Checkout

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About The NPD Group, Inc.
NPD offers data, industry expertise, and prescriptive analytics to help our clients grow their businesses in a changing world. Over 2,000 companies worldwide rely on us to help them measure, predict, and improve performance across all channels, including brick-and-mortar, e-commerce, and B2B. We have services in 19 countries worldwide, with operations spanning the Americas, Europe, and APAC. Practice areas include apparel, appliances, automotive, beauty, books, B2B technology, consumer technology, e-commerce, fashion accessories, food consumption, foodservice, footwear, home, juvenile products, media entertainment, mobile, office supplies, retail, sports, toys, and video games. For more information, visit npd.com. Follow us on Twitter: @npdgroup.

NPD’s Checkout service offers robust data for tracking and improving performance across all channels plus buyer analytics to help businesses keep current customers and win new ones. Over 130,000 consumers, the largest omnichannel panel focused on general merchandise and foodservice, provide us with receipt-based information on their in-store and e-commerce purchases. With comprehensive data from the same consumers over time, Checkout illuminates trends in behavior including migration to shopping online by category and consumer demographics. Buyer analytics deliver insight into most valuable customers, brand loyalty, brand leakage / lift, brand launches, and more.

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