Energy-Efficient Home Renovations Market, Part 2: Appliances & Lighting

The U.S. residential construction market was $363 billion in 2008, down 41% from its high of $620 billion in 2006. The home renovations market was $188 billion in 2008, down 18% percent from 2007. But SBI estimates that the home energy efficiency renovations market in the U.S. was $21 billion in 2008; down only 13% percent from 2007’s $24 billion.

Remodeling to improve a home’s energy efficiency instead of buying a new home has become a preferred option in today’s market. In fact, the National Association of Home Builders found that 32% of home builders also provided remodeling services in 2008. Homeowners are still seeing the benefits of improving their home’s energy efficiency even in the economic instability of 2009. With energy consciousness shooting to the forefront of the media during the 2008 oil price peak, the Propane Education & Research Council has found 80% of homeowners are now concerned about the energy efficiency of their homes.

Home builders and remodelers have been quick to provide remodeling services that are focused on energy conservation and green building practices; as an example, 85% of remodelers surveyed by the National Association of Home Builders in 2008 used energy-efficient windows on the majority of their projects. Retailers and manufacturers of building projects, residential builders and remodelers, and even state and federal organizations now have to be able to provide knowledgeable energy conservation expertise to succeed in their business.

Home energy efficiency analysis now uses a ‘whole building’ approach, affecting all categories of building materials, from windows and doors to insulation to completely eliminating air leaks. To fully embrace this view, this report looks at the impact energy-efficient building products are having on the renovations market in a number of categories:

• Part I explores the market for energy-efficient doors and windows, caulking and weather stripping, and insulation used in home renovation projects.
• Part II examines the energy-efficient appliance and lighting markets for home remodeling.
• Part III looks at energy-efficient heating and cooling systems and the growing trend of energy-efficient roof renovations.

Report data were obtained from government sources, including the U.S. Department of Commerce, U.S. Census Bureau, U.S. Department of Housing and Urban Development and ENERGY STAR; trade associations such as the National Association of Home Builders (NAHB), and the National Association of the Remodeling Industry (NARI); research organizations such as the American Council for an Energy-Efficient Economy (ACEEE) and Harvard University’s Joint Center for Housing Studies (JCHS); websites of home improvement contractors, manufacturers and dealers, industry analysts and print and online business and trade journals.

Consumer demographics and spending trends derive from data compiled by Simmons Market Research Bureau, New York, NY. Trends and recent developments in the industry come directly from personal interviews with key players in manufacturing and sales of energy-efficient building products and discussions with knowledgeable insiders of associations such as the National Association of Home Builders.

What You’ll Get in This Report

Energy-Efficient Home Renovations Market, Part 2: Appliances & Lighting provides a concise, focused look on the world of whole home energy-efficient renovations as it exists today, and shows where the market is moving towards in the next five years. The report highlights key players in the industry and pinpoints ways current and prospective competitors can capitalize on recent trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Energy-Efficient Home Renovations Market, Part 2: Appliances & Lighting offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You’ll Benefit from this Report

If your company is already doing business in green home renovations or remodeling specializing in energy efficiency, or is considering making the leap, you will find this report invaluable as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for all aspects of energy-efficient renovations, as well as projected markets and trends through 2013.

This report will help:

• Marketing managers identify market opportunities and develop targeted promotion plans for homeowners looking to renovate to reduce their utility costs.
• Research and development professionals stay on top of competitor initiatives and explore demand for current energy efficiency remodeling trends and new emerging energy-efficient construction products.
• Advertising agencies working with clients in the banking, retail and construction industries develop messages and images that compel homeowners to migrate towards energy-efficient products when considering home renovations.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1: Executive Summary

Scope of This Report

Methodology

The Market

The U.S. Energy-Efficient Home Renovations Market

Figure 1-1: Energy-Efficient Residential Renovations Market, 2003-2008 (in billion $)

Energy-Efficient Product Segments for the Renovations Market

Forecast

Figure 1-2: Residential Energy-Efficient Renovations Market Forecast, 2009-2013 (in billion $)

Figure 1-3: Residential Energy-Efficient Appliance and Lighting Renovations Market Forecast, 2009-2013 (in billion $)

Measuring Energy Efficiency

Prescriptive Energy Efficiency Programs

Table 1-1: Summary of Energy-Efficient Appliance and Lighting Programs, 2009

Home Energy Efficiency Auditing for Renovations

Home Performance Programs

Financial Programs

State Energy Efficiency Renovation Incentives

Figure 1-4: Utility Funding for Energy Efficiency Programs, 2008

Government Assistance Programs

Financial Benefits of Energy-Efficient Home Renovations

Trends

Figure 1-5 :NAHB Remodeling Market Index & JCHS Leading Indicator for Remodeling Activity, 2002-2009

Consumers Want More Green!

Appliance Remodeling Trends

Residential Lighting Trends

DIY and Pro

Remodeling Industry Suffers from Unprofessional Image

The Future for Energy Efficiency Remodelers

DIY Versus Pro by Product Segment

Demographics

Appliance Renovation Demographics

Energy-Efficient Lighting Demographics

Manufacturers & Retailers

Appliance Manufacturers

Residential Lighting and Lighting Fixture Manufacturers

Retailers

Chapter 2: The Market

Scope of This Report

Methodology

A Note on the American Housing Survey

Defining Energy-Efficient

Energy-Efficient Appliances

Energy-Efficient Lighting

The Residential Construction Industry

The U.S. Housing Construction Market

Figure 2-1: Residential Construction Value Put in Place, 2002-2008 (in billion $)

The U.S. Home Renovations Market

Figure 2-2: Residential Renovations Market, 2001-2008 (in billion $)

The U.S. Energy-Efficient Home Renovations Market

Figure 2-3: Energy-Efficient Residential Renovations Market, 2003-2008 (in billion $)

The U.S. Appliance Market

Table 2-1: U.S. Residential Appliance Market, 2002-2008 (in thousand units)

The Energy-Efficient Appliance Market for Existing Homes

Figure 2-4: Energy-Efficient Residential Appliance Renovations Market, 2003-2008 (in billion $)

Figure 2-5: Breakdown of Energy-Efficient Appliance Market for Existing Homes, 2008

The U.S. Residential Lighting Market

Table 2-2: U.S. Residential Light Fixture and Compact Fluorescent Bulb Market, 2002-2008 (in million $)

The Energy-Efficient Residential Lighting Renovations Market

Figure 2-6: Energy-Efficient Residential Lighting Renovations Market, 2003-2008 (in million $)

Imports & Exports of Appliances

Table 2-3: U.S. Imports & Exports of Appliances, 2002-2008 (in million $)

Imports & Exports of Residential Lighting Products

Table 2-4: U.S. Imports & Exports of Residential Light Fixtures and Compact

Fluorescent Bulbs, 2002-2008 (in million $)

Forecast

Figure 2-7: Residential Energy-Efficient Renovations Market Forecast, 2009-2013 (in billion $)

Energy-Efficient Home Renovations Product Segment Forecasts

Figure 2-8: Residential Energy-Efficient Appliance and Lighting Renovations Market Forecast, 2009-2013 (in billion $)

Chapter 3: Measuring Energy Efficiency

Independent Product Testing Organizations

Association of Home Appliance Manufacturers

Table 3-1: AHAM Appliance Standards, 2009

National Institute of Standards and Technology

Table 3-2: ENERGY STAR Lighting Efficacy Testing Standards, 2009

Prescriptive Energy Efficiency Programs

ENERGY STAR

Figure 3-1: ENERGY STAR Program Aided vs. Unaided Consumer Awareness, 2001-2008

Consortium for Energy Efficiency

Energy Efficiency Standards of Residential Appliances

Energy Efficiency Standards of Residential Refrigerators & Freezers

Table 3-3: Energy-Efficient Refrigerator & Freezer Criteria, 2009

Energy Efficiency Standards of Residential Dishwashers

Table 3-4: Energy-Efficient Dishwasher Criteria, 2009

Energy Efficiency Standards of Residential Clothes Washers

Table 3-5: Energy-Efficient Clothes Washer Criteria, 2009

Energy Efficiency Standards of Water Heaters

Table 3-6: Energy-Efficient Water Heater Criteria, 2009

Energy Efficiency Standards of Residential Lighting Fixtures

Table 3-7: Energy-Efficient Residential Light Fixture Criteria, 2009

Energy Efficiency Standards of Compact Fluorescent Bulbs

Table 3-8: Energy-Efficient Compact Fluorescent Bulb Criteria, 2009

New Energy Efficiency Lighting Standards

Table 3-9: Energy-Efficient Residential Solid-State Lighting Criteria, 2009

Home Energy Efficiency Auditing for Renovations

Energy Efficiency Auditor Certifications

Table 3-10: State Level Home Energy Auditor Certification Programs, 2009

Self-Auditing Programs

Home Performance with ENERGY STAR

Home Performance Energy Auditing is a Fragmented Market

Home Performance Energy Efficiency Rating Programs

The RESNET HERS Index

Home Environmental Rating Programs That Include Energy Performance

The Future of Home Energy Rating

Chapter 4: Financial Programs

ARRA Providing $20 Billion for Energy Efficiency

Federal Energy Efficiency Renovation Incentives

The ARRA Residential Tax Credits

Future Federal Energy Efficiency Legislation

State Energy Efficiency Renovation Incentives

Figure 4-1: Utility Funding for Energy Efficiency Programs, 2008

Energy Efficiency Home Renovation Programs by State

Table 4-1: State & Utility Incentives for Whole Home Residential Energy Efficiency Renovations, 2009

Table 4-2: State & Utility Incentives for Appliance Energy Efficiency Renovations, 2009

Table 4-3: State & Utility Incentives for Lighting Energy Efficiency Renovations, 2009

Government Assistance Programs

Housing and Urban Development Programs

Financial Benefits of Energy-Efficient Home Renovations

Figure 4-2: Breakdown of Residential Energy Usage, 2006

Appliance Energy Savings

Table 4-4: ENERGY STAR Qualified Residential Appliance Energy & Water Savings per Year, 2009

Lighting Energy Savings

Chapter 5: Trends

Remodeling Indexes Look Grim

Figure 5-1: NAHB Remodeling Market Index & JCHS Leading Indicator for Remodeling Activity, 2002-2009

Government Now Much More Interested in Energy Efficiency

State Level Residential Energy Efficiency Awareness

Table 5-1: ACEEE State Energy Efficiency Ranking, 2008

Green Remodeling Trends

Consumers Want More Green!

The Holy Grail of Energy Efficiency: Zero-Energy Homes

The Downside of Increased Energy Efficiency Awareness: Greenwashing

Energy Efficiency Remodeling for the Future

Energy Efficient Appliance Trends

Smart grid to monitor/control appliance use

Self-Testing of Appliances Leads to ENERGY STAR Label Abuse

Expanding Energy Efficiency Appliance Categories

Changing Water Heater Purchasing Decision Making

Energy-Efficient Light Fixture Trends

The Fixtures of the Future

Table 5-2: Lighting for Tomorrow Finalists, 2008

The Future is Bright for Solid-State Lighting

Decorative Light Strings Market Trends

Table 5-3: U.S. Imports & Exports of Decorative Light Strings, 2002-2008 (in million $)

Compact Fluorescent Bulb Trends

The Growth of CFL Marketing Campaigns

Death by Legislation: The End of Light Bulb Manufacturing in the U.S.?

Table 5-4: Countries with Non-Directional Light Bulb Energy Efficiency Legislation, 2009

A Tarnished CFL Image: Recycling is Essential

Chapter 6: DIY and Pro

The Remodelers View of the Market

Remodeling is a Heavily Fragmented Market

Remodeling Industry Suffers from Unprofessional Image

Figure 6-1: Customer Willingness to Hire the Same Remodeler, 2008

Energy-Efficient Remodeling High on Remodelers’ Lists

Figure 6-2: Frequency of Energy Efficiency Products Commonly Installed by Remodelers, 2001-2008

The Future for Energy Efficiency Remodelers

Dishwasher & Water Heater Installations

Figure 6-3: Percentage of Pro Dishwasher & Water Heater Installations, 2001-2008

Light Fixture Installations Favor the DIY Homeowner

Figure 6-4: Percentage of Pro Light Fixture Installations, 2004-2008

Chapter 7: Demographics

Note on Experian Simmons Market Research Bureau Consumer Data

Energy-Efficient Appliance Demographics

Figure 7-1: Age of Major Appliances as Percentage of U.S. Households, 2005

ENERGY STAR Appliance Sales Constant Throughout the U.S.

Figure 7-2: ENERGY STAR Qualified Appliances Sales Share by Region, 2007

ENERGY STAR Appliance Ownership Demographics

Table 7-1: ENERGY STAR Appliance Ownership Demographics, 2005

Water Heater Demographics

Energy-Efficient Lighting Demographics

Table 7-2: Demographic Indicators and Resistors of Purchasing CFLs Most in the Previous 12 Months, 2008 (Index)

Bedrooms, Bathrooms and Kitchens, Oh My!

Table 7-3: Estimated CFL Household Saturation by Room, 2008

Energy-Efficient Lighting Fixture Demographics

Table 7-4: Top Demographic Indicators and Resistors of Purchasing Lighting Fixtures in the Previous 12 Months, 2008 (Index)

Chapter 8: Manufacturers & Retailers

Appliance Manufacturers

Whirlpool

Overview

Performance & Products

Table 8-1: Whirlpool Appliance Products, 2009

General Electric

Overview

Performance & Products

Table 8-2: General Electric Appliance & CFL Products, 2009

A. O. Smith

Overview

Performance & Products

Table 8-3: A. O. Smith Water Heater Products, 2009

CFL and Lighting Fixture Companies

TCP

Overview

Performance & Products

Table 8-4: TCP Lighting Products, 2009

Acuity Brands

Overview

Performance & Products

Table 8-5: Acuity Brands Residential Light Fixture Products, 2009

Retailers

Sears

Overview

Performance

The Home Depot

Overview

Performance

Figure 8-1: Home Depot World Revenue, FY2005-2009(in billions of dollars)

Lowe’s

Overview

Performance

Figure 8-2: Lowe’s World Revenue, FY2004-2008 (in billions of dollars)