Editor's note: This article appeared in the May 10, 2010, edition of Quirk's e-newsletter.
While many consumers may not have the necessary budget to tackle a major home improvement project, there are many homeowners who are choosing a more strategic approach to remodeling - by refreshing rooms and undertaking small projects one at a time. This new attitude toward the do-it-yourself (DIY) movement, dubbed "Remodel-Lite," is growing and goes beyond quick fixes and simple décor updates, according to researchers at Moen, a North Olmsted, Ohio, faucet company.
"The Remodel-Lite consumer is one who wishes to refresh a room with only a few items - and with a minimal investment," says Jack Suvak, director, market research and insights, Moen. "But at the same time, they still have the mindset of a remodeler: They want their home improvement project to make a significant impact on their home, in terms of both style and functionality."
The general demographic profile of a Remodel-Lite consumer is an individual with an average household income of less than $100,000 and an average home value of more than $230,000. More than 40 percent of Remodel-Lite consumers are Baby Boomers and 55 percent are married. Nearly 70 percent have lived in their homes for less than 10 years and almost 80 percent will complete the home improvement project themselves.
Typical traits of a Remodel-Lite consumer include looking at products as making a statement in their home; wanting immediate gratification from home-improvement purchases; valuing both functionality and style when making a purchase; and treating home-improvement purchases as considered purchases instead of frivolous decisions.
The characteristic comments Remodel-Lite consumers voiced included phrases such as "I just retouched the paint to make the house look newer and fresher" and "I bought paint, hardware, a new faucet and towels. This time it will be more cosmetic. Reduce-reuse-recycle is my new mantra!"