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© 2018 Houzz Inc. 2018 KITCHEN TRENDS - INTERNATIONAL COMPARISON January 2018 Overview of Kitchen Trends in 2017-2018
© 2018 Houzz Inc.
2018 KITCHEN TRENDS - INTERNATIONAL COMPARISON January 2018 Overview of Kitchen Trends in 2017-2018
© 2018 Houzz Inc.
Big Ideas
RUNNING OUT OF PATIENCE In most surveyed countries,* at least 18% of kitchens in the midst of renovations today are updated by homeowners 55 years old or older and most renovators plan to stay in their homes for 10+ years. Renovating homeowners in the U.S. and Canada are the most likely to be 55+ (56% and 60%, respectively), while homeowners in Russia and Spain are the least likely (20% and 18%, respectively).
SPENDY, BUT LIKELY JUSTIFIED Across the globe, renovating a kitchen is a serious investment, likely justified given the widely reported daily cooking in the kitchen. The U.S. commands the greatest average renovation spend of $19,200 (in U.S. dollars), respectively, while other countries fall in the $2,300-$14,800 range (in U.S. dollars).
Ireland – for built-in islands (55% vs. 2%-46%**) Australia – for custom/semi-custom cabinetry (79% vs. 29%-77%) Australia – for white cabinetry (59% vs. 20%-57%) Australia – for ranges (78% vs. 21%-75%) U.S. – for granite countertops (34% vs. 2%-22%)
CHANGING THE FLOW AND STYLE Many homeowners in the surveyed countries opt to significantly change the look of their kitchens, with 50%-80% of homeowners changing the layout and 55%-90% changing the kitchen style. L-shaped and U-shaped layouts are the most popular new layouts, while contemporary, modern and transitional styles are most frequently cited styles.
*Houzz Research studies trends in the U.S., Canada, Australia, New Zealand, Japan, Denmark, France, Germany, Ireland, Italy, Russia, Spain, Sweden, and the United Kingdom. ** Refers to all other surveyed countries.
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AWARDS FOR THE MOST FREQUENT INSTALLATIONS GO TO… Italy – for built-in peninsulas (22% vs. 4%-21%) Nordics – for ready-to-assemble cabinetry (45% vs. 8%-37%) Russia – for wood cabinetry (29% vs. 8%-25%) Australia and NZ – for cooktops (88% vs. 44%-76%) Canada– for eng. quartz countertops (48% vs. 2%-43%)
© 2018 Houzz Inc.
USA & Canada
Asia - Pacific
Europe
AGE: 55+ PLANS TO SELL WITHIN NEXT 10 YEARS
Who We Are as Renovators Charts below show characteristics of homeowners by age and planned sale timing, as reported by homeowners who renovated their kitchens in the past 12 months, are currently renovating their kitchens, or are planning to renovate their kitchens in the next 3 months.
USA
Canada
Australia
Japan
New Zealand
Russia
Germany
France
UK
Ireland
Sweden*
Denmark*
Italy
Spain
*Percentages reflect the combined data for Sweden and Denmark.
AGE: 55+
AGE: 55+
PLANS TO SELL WITHIN NEXT 10 YEARS
PLANS TO SELL WITHIN NEXT 10 YEARS
3
56%
60%
36%
27%
42%
33%
24%
22%
23%
21%
20%
18%
33%
27%
32%
33%
40%
8%
41%
36%
36%
10%
17%
21%
26%
26%
36%
38%
© 2018 Houzz Inc.
TRIGGER: CAN NO LONGER STAND THE OLD KITCHEN
COOKING AT HOME: EVERY DAY
Why We Update Our Kitchens Charts below show frequency of events triggering kitchen updates, as well as the frequency of cooking meals in the home kitchen, as reported by homeowners who renovated their kitchens in the past 12 months, are currently renovating their kitchens or are planning to renovate their kitchens in the next 3 months.
*Percentages reflect the combined data for Sweden and Denmark.
TRIGGER: CAN NO LONGER STAND THE OLD KITCHEN
TRIGGER: CAN NO LONGER STAND THE OLD KITCHEN
USA & Canada
Asia - Pacific
Europe
COOKING AT HOME: EVERY DAY
COOKING AT HOME: EVERY DAY
USA
Canada
Australia
Japan
New Zealand
Russia
Germany
France
UK
Ireland
Sweden*
Denmark*
Italy
Spain
4
41%
54%
33%
21%
37%
31%
29%
30%
29%
15%
38%
17%
31%
29%
40%
60%
59%
77%
60%
58%
80%
50%
69%
81%
73%
79%
58%
67%
© 2018 Houzz Inc.
What Major Changes We Make in Our Kitchens: Layout Changes Charts below show frequency of making changes to the kitchen layout, as well as frequency of new layouts among those changing the layout, as reported by homeowners who renovated their kitchens in the past 12 months, are currently renovating their kitchens or are planning to renovate their kitchens in the next 3 months.
*Percentages reflect the combined data for Sweden and Denmark.
USA & Canada
Asia - Pacific
Europe
USA
Canada
Australia
Japan
New Zealand
Russia
Germany
France
UK
Ireland
Sweden*
Denmark*
Italy
Spain
5
#1 LAYOUT
24% L-shaped
33% L-shaped
29% U-shaped
36% L-shaped
33% L-shaped
55% L-shaped
34% L-shaped
24% L-shaped
28% U-shaped
#1 LAYOUT
#1 LAYOUT
27% L-shaped
45% Single wall
31% U-shaped
35% L-shaped
43% L-shaped
CHANGE IN LAYOUT
CHANGE IN LAYOUT
50%
57%
60%
52%
54%
CHANGE IN LAYOUT
58%
69%
66%
80%
71%
57%
73%
58%
74%
© 2018 Houzz Inc.
How We Design Our Kitchens: Style Changes
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*Percentages reflect the combined data for Sweden and Denmark.
Charts below show frequency of making changes to new kitchen styles as well as the frequency of new kitchen style, as reported by homeowners who renovated their kitchen in the past 12 months, are currently renovating their kitchens or are planning to renovate their kitchens in the next 3 months
29% Contemporary
29% Modern
27% Contemporary
25% Transitional
22% Transitional
#1 NEW STYLE
#1 NEW STYLE
USA & Canada
Asia - Pacific
Europe
USA
Canada
Australia
Japan
New Zealand
Russia
Germany
France
UK
Ireland
Sweden*
Denmark*
Italy
Spain
20% Modern
41% Contemporary
55% Contemporary
55% Contemporary
35% Modern
28% Contemporary
37% Modern
20% Modern
#1 NEW STYLE
55% Contemporary
CHANGE IN STYLE
CHANGE IN STYLE
87%
90%
82%
55%
80%
CHANGE IN STYLE
89%
82%
72%
89%
78%
63%
90%
89%
88%
© 2018 Houzz Inc.
USA Japan Australia New Zealand
Canada Russia Germany UK France Italy Spain Sweden* Denmark* Ireland *Percentages reflect the combined data for Sweden and Denmark.
What Major Features We Install in Our Kitchens: Island vs. Peninsula
BUILT-IN ISLAND
BUILT-IN PENINSULA
Charts below show frequency of built-in kitchen islands and peninsulas, as reported by homeowners who renovated their kitchen in the past 12 months, are currently renovating their kitchen or are planning to renovate their kitchen in the next 3 months.
USA & Canada Asia - Pacific Europe
7
39% 40% 46%
22%
32%
22%
31% 29%
55%
15%
2%
18% 22%
41%
13%
20%
4% 9%
5%
12%
21% 18%
6%
22%
4%
12% 12% 11%
© 2018 Houzz Inc.
10%
18%
CABINET TYPE: FULL/SEMI CUSTOM
CABINET TYPE: READY-TO-ASSEMBLE
How We Update Our Kitchens: Cabinets Charts below show frequency of new kitchen cabinet types among those upgrading cabinets, as reported by homeowners who renovated their kitchen in the past 12 months, are currently renovating their kitchen or are planning to renovate their kitchen in the next 3 months.
USA
Canada
Australia
Japan
New Zealand
Russia
Germany
France
UK
Ireland
Sweden*
Denmark*
Italy
Spain
*Percentages reflect the combined data for Sweden and Denmark.
USA & Canada
Asia - Pacific
Europe
8
CABINET TYPE: FULL/SEMI CUSTOM
CABINET TYPE: READY-TO-ASSEMBLE
CABINET TYPE: FULL/SEMI CUSTOM
CABINET TYPE: READY-TO-ASSEMBLE
74%
73%
79%
60%
77%
29%
45%
61%
77%
72%
68%
66%
29%
53%
16%
8%
15%
45%
37%
15%
15%
16%
26%
24%
45%
24%
© 2018 Houzz Inc.
USA Japan Australia New Zealand
Canada Russia Germany UK France Italy Spain Sweden* Denmark* Ireland *Percentages reflect the combined data for Sweden and Denmark.
How We Add Color to Our Kitchens: Cabinet Color
CABINET COLOR:
WOOD
Charts below show frequency of colors of cabinets among those upgrading cabinets, as reported by homeowners who renovated their kitchen in the past 12 months, are currently renovating their kitchen or are planning to renovate their kitchen in the next 3 months. .
USA & Canada Asia - Pacific Europe
9
CABINET COLOR:
WHITE
25%
17%
9%
22%
14% 9%
17% 13%
9%
21%
29%
14% 9% 8%
43%
49%
59%
29%
53% 48%
39%
53%
23%
38%
20%
57%
48%
29%
© 2018 Houzz Inc.
31%
36%
32%
21%
61%
32%
40%
31%
24%
76%
76%
66%
76%
75%
58%
60%
76%
74%
44%
36%
RANGE COOKTOP
How We Update Our Kitchens: Range vs. Cooktop Charts below show frequency of new range and cooktop installations among those upgrading appliances, as reported by homeowners who renovated their kitchen in the past 12 months, are currently renovating their kitchen or are planning to renovate their kitchen in the next 3 months.
*Percentages reflect the combined data for Sweden and Denmark.
RANGE
RANGE
USA & Canada
Asia - Pacific
Europe
COOKTOP
COOKTOP
USA
Canada
Australia
Japan
New Zealand
Russia
Germany
France
UK
Ireland
Sweden*
Denmark*
Italy
Spain
10
88%
72%
88%
75%
74%
78%
34%
75%
© 2018 Houzz Inc.
14%
14%
22%
18%
7%
2%
22%
14%
18%
15%
2%
18%
USA & Canada
Asia - Pacific
Europe
COUNTERTOP MATERIAL: GRANITE
What Materials We Choose in Our Kitchens: Countertop Materials Charts below show frequency of granite and engineered quartz in new kitchen countertops materials, among those upgrading countertops, as reported by homeowners who renovated their kitchen in the past 12 months, are currently renovating their kitchen or are planning to renovate their kitchen in the next 3 months.
USA
Canada
Australia
Japan
New Zealand
Russia
Germany
France
UK
Ireland
Sweden*
Denmark*
Italy
Spain
*Percentages reflect the combined data for Sweden and Denmark.
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Optionaltoswitchthe2materialsifdataisweak
COUNTERTOP MATERIAL: ENGINEERED QUARTZ
COUNTERTOP MATERIAL: GRANITE
COUNTERTOP MATERIAL: ENGINEERED QUARTZ
COUNTERTOP MATERIAL: GRANITE
COUNTERTOP MATERIAL: ENGINEERED QUARTZ
34%
24%
43%
48%
34%
8%
24%
2%
5%
6%
35%
11%
23%
23%
2%
28%
© 2018 Houzz Inc.
91%
92%
89%
OVERALL PRO HIRING
Who We Turn to for Help Charts below show frequency of professional hiring, as well as top professional hired, as reported by homeowners who renovated their kitchens in the past 12 months, are currently renovating their kitchens or are planning to renovate their kitchens in the next 3 months.
TOP DESIGN PRO HIRED
TOP DESIGN PRO HIRED
OVERALL PRO HIRING
TOP DESIGN PRO HIRED
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*Percentages reflect the combined data for Sweden and Denmark.
26% Kitchen designer
31% Kitchen designer
50% Kitchen designer
48% Kitchen fitter
29% Architect
13% Kitchen designer
39% Kitchen designer
26% Kitchen designer
49% Kitchen fitter
31% Kitchen designer/
renovator
23% Kitchen remodeler
38% Kitchen designer/
renovator
26% Kitchen designer
33% Kitchen designer
OVERALL PRO HIRING
USA & Canada
Asia - Pacific
Europe
USA
Canada
Australia
Japan
New Zealand
Russia
Germany
France
UK
Ireland
Sweden*
Denmark*
Italy
Spain
85%
88%
76%
70%
77%
96%
79%
55%
89%
76%
93%
© 2018 Houzz Inc.
Charts below show the average spend on kitchens remodeled in 2015-2016 (Source: Individual country Houzz and Home 2016-17 Studies); Spend is converted from country currency to U.S Dollars (using average yearly exchange rates per OFX).
What We Spend On Our Kitchens
USA Japan Australia New Zealand
Canada Russia Germany UK France Italy Spain Sweden* Denmark* Ireland
AVERAGE SPEND ON KITCHEN RENOVATION (IN US $1,000’S)
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*Percentages reflect the combined data for Sweden and Denmark.
USA & Canada Asia - Pacific Europe
$19.2
$13.2 $14.5
$8.0
$12.7 $11.9
$7.2
$12.9
$5.4 $6.8
$2.3
$8.8
$11.9
$14.8
© 2018 Houzz Inc.
Methodology
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APPROACH Houzz is an all-in-one resource for homeowners working on a home renovation or decorating project. Our large and engaged user community is able to provide unprecedented insights on the latest market trends based on users home improvement activity. We aggregate and share these insights with the community to give people greater confidence in the choices they make for their homes, and to give home professionals greater insights into their clients’ wants and needs. With these goals in mind, Houzz conducted an online quantitative survey of registered Houzz users globally regarding kitchen renovation projects, fielded between September 18 and September 29, 2017. COMPLETES AND QUALIFICATIONS The 50 - question survey gathered information from Houzz users, who reported to be 18 years old or older and homeowners. Respondents were required to have completed a kitchen remodel or addition project in the past 12 months, to be currently working on one, or planning to start one in the next three months. The final sample consists of 21,205 respondents. The final data were reviewed to ensure representativeness of the Houzz user populations. Country N USA (US) 1,734 Canada (CA) 223 Australia (AU) 3,465 Japan (JP) 298 New Zealand (NZ) 646 Denmark (DK) 146 France (FR) 2,299 Germany (DE) 784 Ireland (IE) 273 Italy (IT) 3,569 Russia (RU) 1,062 Spain (ES) 1,559 Sweden (SE) 171 United Kingdom (UK) 4,976
