HOUZZ KITCHEN TRENDS STUDY: CANADA Houzz Inc.

Transcription

1 2015 HOUZZ KITCHEN TRENDS STUDY:

2 Big Ideas Kitchens are a long-term commitment Flexibility, functionality and personality drive kitchen updates Remodels satisfy pent-up demand Quality and design drive product purchase decisions and compared with the U.S.: Canadians are more likely to hire a kitchen designer than are U.S. homeowners More Canadians favor contemporary and modern kitchen styles and fewer show interest in farmhouse and craftsman styles than their U.S. counterparts Laminate countertops are more prevalent among Canadian households Electrical appliances are in half or more of Canadian urban and suburban homes, compared to less than a third of those in the U.S. 2

3 Out With the 80s Nearly a quarter of us are remodeling kitchens more than 30 years old. TIMING OF LAST KITCHEN UPDATE 45% 23% 16% 11% 5% More than 30 years ago years ago years ago 5 10 years ago Less than 5 years ago 3

4 Pent-Up Demand More than a third of us finally have the means to renovate (34%). In 2014, just 8% of us are remodeling to improve resale value in anticipation of selling a home. KITCHEN REMODEL MOTIVATIONS Wanted to do it all along and finally have the means to do it 34% Can no longer stand my old kitchen 29% Purchased my home recently and want to make it my own 27% Old kitchen broke down 23% Was recently inspired to make changes 9% Adapting to recent changes in my family and lifestyle 9% Improve resale value to sell soon 8% 4

5 Compatibility Is King Making the kitchen compatible with our families and lifestyles is key. Ease of storage (69%) and entertaining (45%) are top priorities. TOP-RATED KITCHEN FUNCTIONS Easy to store and find things 69% Easy to entertain in 45% Easy to clean and disinfect 39% Easy for the entire family to be in 34% Easy to cook large meals in Easy for several cooks to operate in at the same time Easy to cook quick meals in 24% 28% 33% 5

6 Organization Extends to the Details We re customizing storage solutions to fit our needs, from utensil drawers (65%) to deep cabinet organizers (41%). More than one quarter of us have built-in wine or bar storage. SPECIALTY KITCHEN STORAGE Utensil drawer 65% Pull-out shelves 54% Spice drawer Cookie sheet drawer 47% 50% Deep cabinet organizer 41% Dish drawer 36% Drawer organizers Built-in wine or bar 28% 35% 5% Undersink drawer 25% of us are including Corner drawer 24% custom built-ins for pet bowls Appliance garage 21% 6

7 Kitchens Living Large With many of us prioritizing storage and entertainment, it follows that those who can are enlarging their kitchens. SQUARE FOOTAGE CHANGES IN KITCHENS 13% Significantly larger 1% Smaller 25% Larger 61% About the same 7

8 Kitchens Go Big With Construction Whether adding square footage or not, the majority of us are opting for a complete or major overhaul (83%). KITCHEN REMODEL SCOPE 9% New home build 5% Addition 17% Facelift 69% Substantial remodel 8

9 Budgets Don t Add Up Half of us are budgeting $25K or less for our upcoming kitchen remodels and about the same number spent that much on finished projects (51%). Meanwhile, one-in-ten are spending more than $75,000. BUDGET AND SPENDING ON KITCHENS Less than $10,000 17% 22% $10,001 $25,000 27% 34% $25,001 $50,000 25% 29% $50,001 $75,000 14% 13% $75,001 $100,000 Over $100,000 4% 3% 4% 7% Budgeted Reported spending 9

10 It Takes Professional Help Four out of five of us hired, or plan to hire, a pro for our kitchen remodel, from designing the space to doing construction work. PROFESSIONALS HIRED TO HELP WITH KITCHEN REMODELS Design 60% Construction management 45% Construction 79% Decorating 21% 81% Moving-in/organizing 14% of us are hiring pros for our project 10

11 Quality Drives Product Decisions In keeping with creating kitchens with staying power, quality and design style top lists when it comes to decision making for key purchases. Price is the main driver for just 10% of us, on average. Appliances 65% 16% 13% 6% Cabinets 39% 45% 14% 3% Lighting fixures 13% 76% 9% Faucets 47% 40% 9% 5% Paint 48% 35% 6% 11% Quality Design style Price Other 11

12 Aesthetics Drive Design Choices When it comes to the most important design aspects in our kitchens, style and beauty top the list (61%), followed closely by integrating with the rest of our home (54%). DESIGN KITCHEN DRIVERS Stylish and beautiful 61% Integrates with the rest of the house 54% Filled with natural light 40% Reflects who I am 32% Anything that adds to the resale value Energy-efficient appliances Makes a statement Pro-style cooking set-up 26% 22% 18% 18% Integrates with the outdoors 7% 12

13 Styles Vary by Neighborhood Farmhouse kitchens are more than five times more popular in rural neighborhoods. Contemporary style is most prevalent in suburban and urban neighborhoods, followed by traditional and transitional styles. Those of us in urban neighborhoods also favor modern style. KITCHEN STYLE BY NEIGHBORHOOD 29% 27% Urban Suburban 23% Rural 18% 19% 17% 18% 11% 19% 18% 12% 12% 15% 7% 3% 4% 4% 3% Traditional Transitional Contemporary Modern Farmhouse Craftsman 13

14 Classic White for Cabinets More than half of us are choosing white cabinets (51%), and 16% are opting for medium-toned wood. This is consistent with last year s finding that 75% of new kitchens have soft and neutral color palettes. When it comes to style, our choices are more varied, with Shaker (43%), raised-panel (25%) and glass-front (22%) topping lists. CABINET COLOR CABINET STYLE White 51% Shaker 43% Medium wood Dark wood 13% 16% Flat-panel 25% Gray 11% Glass-front 22% Brown 9% Raised-panel 15% Beige 9% Light wood 8% Recessed-panel 14% 14

15 New Kitchen Features While kitchens remain beautiful, contemporary, and open to other rooms of the house, many of us are also accommodating the digital age with electronics charging stations (21%). Built-in cabinet pantry 51% Island 50% Opening to other rooms 48% Electronics charging station 21% Bar with seating Breakfast area 18% 17% 8% Built-in desk/buffet TV 10% 13% of us are getting cozy with a fireplace in the kitchen 15

16 Seasoned Homeowners Make a (Back)splash While most of us opt for subtle backsplashes, homeowners ages 35+ are more likely to choose a backsplash that makes a statement. This is in keeping with our 2014 Houzz and Home Survey finding that homeowners under 35 are more likely to renovate for resale. STATEMENT BACKSPLASHES BY AGE BACKSPLASH COLOR 36% White 41% 28% Gray Beige 30% 28% 35+ Under 35 Brown Metallic Black Multi Green Blue 14% 10% 9% 8% 7% 6% 10% of us are choosing metallic backsplashes 16

17 Stainless on the Rise Stainless steel appliances will make appearances in 83% of our kitchens, up from 65% last year. KITCHEN APPLIANCE FINISH Stainless steel 83% Panels to match cabinets 12% Black 10% White 7% Colored 2% Cast iron 1% 17

18 Industrial Sinks Eighty-seven percent of us are replacing our kitchen sinks, and the majority are opting for stainless steel (68%). Double bowl is nearly three times more popular (62%) than single (24%). Farmhouse sinks are in the minority (14%). SINK TYPE SINK MATERIAL 24% Single bowl 14% Farmhouse Stainless steel Granite composite 14% 68% Porcelain 7% Cast iron 4% 62% Double bowl Custom Fireclay 1% 1% 18

19 Rock Solid Counters Granite and engineered quartz are counters of choice in all neighborhoods. Rural dwellers are twice as likely to install laminate, and also go for butcher block more so than the urban and suburban dwellers. COUNTERTOP MATERIALS BY NEIGHBORHOOD 36% 29% 31% 32% 32% Urban Suburban 26% 26% Rural 16% 14% 9% 11% 7% 18% 14% 13% 4% 4% 5% 3% 1% 2% 1% 0% 1% Granite Quartz Quartzite Butcher block Laminate Marble Solid surface Soapstone 19

20 Cooking With Gas Regardless of neighborhood, we re split on gas versus electric stoves. GAS ELECTRIC = 10% = 10% 41% Urban 59% Urban 51% Suburban 48% Rural 49% Suburban 52% Rural 20

21 Methodology 701 homeowners who completed a kitchen project in 2014, are working on one or plan to start one in the next three months shared their kitchen remodeling plans and progress in our online survey sent to registered Houzz users in Canada. OVERALL REMODEL SCOPE 61% Part of a larger remodel/addition/ facelift 39% Stand-alone Does not include new builds. 21