NKBA Lifestyle Segmentation Report - FINAL (April 20, 2018)€¦ · lifestyles have during the kitchen remodel / installation process: ü Project scope and spend ü Assistance needs

Lifestyle SegmentationReportApril 2018

Table of ContentsStudy Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Segment Overviews. . . . . . . . . . . . . . . . . . . . . . . . . . . 7What They Look Like. . . . . . . . . . . . . . . . . . . . . . . . . . 16About Eating . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Shopping & Meal Planning. . . . . . . . . . . . . . . . . . . . . 22Meal Prep. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27Clean-Up . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33Entertaining. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35Technology in the Kitchen. . . . . . . . . . . . . . . . . . . . . . 37About the Project: Triggers & Goals . . . . . . . . . . . . . 39Design Confidence & Use of Pros . . . . . . . . . . . . . . . 43Project Scope . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51Resources & Pain Points. . . . . . . . . . . . . . . . . . . . . . . 57Appendix:

Shopping & Meal Planning . . . . . . . . . . . . . . . . . . 60Storage. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62Meal Prep. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64Eating. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68Entertaining . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71Clean Up. . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . 75Other Activities in Kitchen. . . . . . . . . . . . . . . . . . . . 77Kitchen Project Overview . . . . . . . . . . . . . . . . . . . . 79Project Triggers & Goals. . . . . . . . . . . . . . . . . . . . . 84Design Confidence & Use of Professionals . . . . . . 86Project Scope. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88Resources & Pain Points. . . . . . . . . . . . . . . . . . . . . 92What They Look Like. . . . . . . . . . . . . . . . . . . . . . . . 99Products Purchased. . . . . . . . . . . . . . . . . . . . . . . . . 104

Study Overview

• Identify homeowner attitudes and behaviors regarding cooking, meal preparation, entertaining and kitchen design, and the influence that their lifestyles have during the kitchen remodel / installation process:

ü Project scope and spend

ü Assistance needs from pros/designers

ü Research process & shopping habits

ü Purchase channels

ü Design needs & preferences

ü Project goals

• Identify the various lifestyle segments that may exist among homeowners in their use of the kitchen.

• Explore the distinguishing characteristics that make each lifestyle segment unique and different from the other lifestyle segments.

• Classify each homeowner lifestyle segment by differentiating characteristics, and quantify their preponderance among the population of homeowners.

• Identify the design styles, features and behaviors that are most important to each lifestyle segment.

• National online survey among US homeowners conducted November 28 – December 4, 2017

• Respondent qualifications:ü Females / Males age 25-75

ü Household income $40K or higher

ü Sensitive industry screen

ü Kitchen remodel: past 12 months or actively planning to remodel by next summer, and kitchen remodel spend was:

– $15K+ for those using a professional (materials and labor)

– $7K+ for DIY (materials only)

– Project includes installing at least 2 of the following: cabinetry, countertop, or flooring

– Decision making: heavily involved in remodel project decisions

RESEARCH PURPOSE RESEARCH OBJECTIVES METHODOLOGY/SAMPLE

3

Executive Summary

Executive Summary: How the Segments Are Similar

5

This research identifies five unique segments in the kitchen remodel/installation market based on consumer lifestyles. While these five segments offer the opportunity to develop strategies for meeting each segment’s needs, there are some preferences and behaviors that the segments share.

Project Triggers• There are some differences by segment, but overall project triggers are mostly similar. When starting a kitchen project, most

mention having outdated kitchens that don’t function well, or are in need of replacing damaged or worn items.

Project Scope• Although some segments have a more extensive remodel than others, all agree countertops, new cabinets, flooring, and

appliances all contribute heavily to the overall look and function of their kitchen.

Style and Design Preferences• Overall kitchen style and design preferences are mostly consistent across segments.• As well, specific product selections including styles, materials, colors are mostly similar across segments.

Executive Summary: How They’re Different

6

Differentiating elements involve enjoyment and time available for cooking, entertaining preferences, confidence in kitchen design, and the need for technology in the kitchen.

Cooking & Meal Preparation• Half of kitchen remodeling projects (three segments) are initiated by confident cooks who enjoy cooking, making healthy

meals, and ensuring meals are a time for everyone to be together. • One segment of confident cooks is enthusiastic about entertaining, spending time preparing for events and hosting larger groups.

• The other half of kitchen remodeling projects are prompted by struggling cooks (two segments) who are time-constrained and look for help at mealtimes, using frozen or prepared foods to help with meal preparation when necessary.

Design Confidence• Half of kitchen project initiators seek design help for their kitchen project (two segments); one of these segments is

concerned about the project coming together perfectly, while the other merely lacks confidence in their own design skills.Technology Needs in the Kitchen• One segment relies more on technology during meal preparation, and has a higher need for technology access/storage

in the kitchen.Project Scope, Spend and Research• Kitchen project spend varies as some segments have more extensive remodels than others.• Some segments have a more involved research process using more sources for inspiration, product comparisons, and

purchasing.• Purchase channels and usage of installers also varies by segment.Household Demographics• Age, income, kids in the home, hours on the job, and home size/value also vary by segment.

Segment Overviews

16%

18%

15% 21%

30%

8

Homeowners Completing Kitchen Remodeling Project

CONFIDENT DESIGNER

Confident, Techy Cook

CONFIDENT DESIGNER

Confident, Non-Techy Cook

CONFIDENT DESIGNER

StrugglingCook

SEEK DESIGN HELP

ConfidentCook

SEEK DESIGN HELP

StrugglingCook

Study Respondents:

• Homeowners ages 25-75 with household income of $40K+

• Completed/are completing a kitchen remodel/installation:

– DIY spend $7K or more

– DIFM spend $15K or more

– Includes at least two elements: cabinetry, countertop, or flooring

2 segments or ½ of kitchen projects

Seeking Design Help

3 segments or ½ of kitchen projects for Confident Designers

SHARE OF MARKET

15% 14%

18% 15%

16%13%

21%25%

30% 33%

Those seeking design help are high-value customers. They account for 51% of the market, but 58% of kitchen remodel spend.

9

SHARE OF MARKET AND SPEND



Struggling Cook

Confident Cook

Struggling Cook

Share of Market

Share of Spend

SEEK DESIGN

HELP

CONFIDENT DESIGNER

Segment Overview

10

Share of market

Share of spend

• Looking for designer to guide them through the kitchen remodel process and instill confidence in decision making.

• Willing to pay professionals and designers to make the process easier.

• The kitchen is an important area for this segment to spend time, but cooking function does not drive decision making.

• Desires expert knowledge from designers and pros to ensure project goes perfectly.

• Longer project timelines to account for more research and shopping.

• Design is for a frequent cook looking for function, efficiency, and storage solutions.

• Likes to entertain; appearance, high-end finishes are important.

• Infrequently uses design help, and most do not want to pay extra for it.

• Kitchen project goals are both an up-to-date style and better organization for a busy, enthusiastic cook.

• Uses technology for meal planning and while cooking.

• Busy households, but would like to cook more often.

• Multiple goals for project: up-to-date style/design, high-end finishes, better function for cooking, and tech friendly.

• Staying within budget is important and do not want to pay extra for design services.

• Busy households with less time for cooking and remodel process.

• Goal is to make kitchen more up-to-date and open, less emphasis on cooking function.

Struggling Cook Confident CookConfident, Non-Techy Cook

Confident, Techy Cook Struggling Cook

CONFIDENT DESIGNERSEEK DESIGN HELP

30%

33%

21%

25%

18%

15%

15%

14%

16%

13%

DESIGN CONFIDENCE• Seeks out designers because of lack of confidence in

own design skills.• Often doesn’t know where to start in finding a designer.• Values independent designers and kitchen design

remodel company designers the most.• Designer plays a role in layout, color, material, style and

product selections.

Project Spend & Scope

• Higher project spend than others (average $38K) and averages 9.1 components for their kitchen project.

• Higher likelihood to spend more on new flooring and appliances.• More likely than others to use home equity line of credit.

Professionals

• Nearly all pay someone else for at least part of installation work.• More likely than others to pay a separate fee for design services.• Doesn’t know where to find a designer, but most often end up finding

a designer through personal recommendations from friends/family.• More involved projects with about 25% using an architect.

Research Process, Purchase Channels & Pain Points

• Uses multiple sources both in-store and online throughout the project for inspiration and shopping.

• Is more likely than others to purchase products through designers, contractors, kitchen remodeling companies and showrooms.

• Has difficulties visualizing how kitchen will look when finished and planning the layout of the kitchen.

Project Goals • Similar to others — main goal is up-to-date style and design.• More storage is not a key need, but better organization would help

.

Key Takeaways• High-value segment for media, retailers

designers, contractors & manufacturers.

• Looking for designer to guide them through the kitchen remodel process and instill confidence in decision making.

• Willing to pay professionals and designers to make the process easier.

• The kitchen is an important area for this segment to spend time, but cooking function does not drive decision making.

LIFESTYLECOOKING & MEAL PREP• Seeks to minimize time and effort for all aspects of

meals – planning, shopping, meal prep, clean up. • Looks for alternatives to help including fewer fresh

items, more frozen or prepared items.• Most likely to have tried Meal Kits; 60% never tried.• More likely to share meal prep with their spouse/

partner and are more likely to use the microwave to prepare meals.

DEMOGRAPHICS

53% female47% Gen X& Millennials

28% havechildren in household

Home value: $408KSq Ft: 2,349

Share of MarketSEEK DESIGN HELP

Struggling Cook

ENTERTAINING• Less-than-average entertaining.

TECHNOLOGY• Likes to spend time in the kitchen doing things other

than cooking, including having a TV or monitor.

KITCHEN PROJECT

Income$142K(higher)

Share of Spend

30%

33%

Almost 2/3 Work Full-Time


• Spends the most (average $41K) and purchases the most components (average 9.5) for the kitchen project.

• More likely to spend more than others on new cabinets and appliances.

• More likely than others to use home equity line of credit.

Professionals• Nearly all pay someone else for at least part of installation work.• Also more likely than others to pay a separate fee for design

services; paying for design help is not an obstacle.• More involved projects with about 25% using an architect.


• Uses multiple sources both in-store and online throughout the project for inspiration and shopping.

• Is more likely than others to purchase products through contractors and designers, and specialty retailers and showrooms.

• Has a difficult time completing the project on time, perhaps due to larger scope.

Project Goals

• Is looking for a functional, efficient space where they can entertain.• Is cooking frequently and need help optimizing storage solutions in

their kitchen.• Looking for a space with high-end materials, fixtures and products.• Is more likely than others to be updating the kitchen for staying in

place/retirement.

. Key Takeaways• High-value segment for media, retailers

designers, contractors & manufacturers.

• Desires high-touch through the process and expert knowledge from designers/ installers to ensure project goes perfectly.

• Longer project timelines to account for more research and shopping.

• Design is for a frequent cook looking for function, efficiency and storage solutions.

• Likes to entertain; appearance and high-end finishes are important.

LIFESTYLE

COOKING & MEAL PREP• Places an emphasis on dinner and makes time for

meal planning (shopping lists, looking up recipes).• Enjoys picking out groceries, cooking, experimenting

with recipes.

DEMOGRAPHICS

62% female57% Boomers+

(older)

15% havechildren in household(fewest)


(largest/most $)

1/3 Retired

Share of MarketSEEK DESIGN HELP

Confident Cook

ENTERTAINING• Most enthusiastic about entertaining, spends time to

prepare for parties and entertains the most guests.

DESIGN CONFIDENCE• Seeks out designers to ensure the project comes

together perfectly.• Uses personal recommendations to find designers.• Values independent designers and kitchen design

remodeling company designers the most.• Designer plays a role in layout, color, material, style,

and product selections.TECHNOLOGY• Has average use of technology while cooking, but

charges devices in the kitchen.• One-fifth use voice-activated speaker or intelligent

personal assistant in kitchen.

KITCHEN PROJECT

Income$148K

(highest)

Share of Spend

21%

25%


• Lower project spend than others (average $28K) and averages 8.8

components for their kitchen project.

• Most likely to pay cash from savings for kitchen project.

Professionals• Needs help with some installation — 66% pay someone else for at

least part of installation work.

• Least likely to use a designer (only 25% used a designer), and most

did not pay for design services.


• Less involved in the process with below-average percentage looking for inspiration, shopping and purchasing channels.

• Likely to purchase through home-improvement retailers (in-store and

online); less likely to buy through contractors and more likely to buy

through online-only retailers.

Project Goals

• Similar to others, main goal is up-to-date style and design.• Cooks often and looking for well organized space.• More storage is not a key need, but better organization would help.

• Looking for a space to experiment with new recipes, cooking ideas,

or create a culinary masterpiece.

.

Key Takeaways• Lower-value segment with more budget

constraints than others, remodel process

is less involved than for others.

• A target segment for home-improvement

retailers.

• Infrequently uses design help, and most

do not want to pay for it.

• Kitchen project goals are both an up-to-

date style and better organization for a

busy cook.

LIFESTYLE

COOKING & MEAL PREP• Makes dinner an important time for everyone in

the home to be together; likely that all eat at one

time.

• Enjoys making a paper grocery list, going to the store and picking out groceries.

DEMOGRAPHICS

61% female

61% Boomers+

(older)

22% have

children in

household

Home value: $372K

Sq Ft: 2,200

1/3 Retired

Share of MarketCONFIDENT DESIGNER


ENTERTAINING• Above-average entertaining – about 9 to 10 times a

year — and willing to host a crowd.

• Willing to prepare ahead of time and likes to host sit-

down dinners.

DESIGN CONFIDENCE• Very confident in own tastes and design skills, doesn't

need to hire designer; can get ideas and info online.

• Doesn't want to spend extra money on a designer.

TECHNOLOGY• Least tech savvy and least likely to use or charge

phones, tablets, laptops in the kitchen.

KITCHEN PROJECT

Income

$130K

(lower)

Share of Spend

18%

15%


• Lower project spend than those who seek design help (average $31K); averages 9 components for the kitchen project.

• However, more likely to spend more than others on appliances, faucets and lighting.

Professionals• Many (3/4) pay someone else for at least part of installation work.• 33% use a designer, but most do not pay for these services.• More likely to use home improvement and specialty-store designers.


• More involved research process; use multiple sources both in-store and online throughout the project for inspiration and shopping.

• More likely than others to purchase products through online sources, including home-improvement websites and online-only retailers.

Project Goals

• Similar to others, main goal is up-to-date style and design.• Cooks often and looking for well-organized space with better layout

and design and more storage.• Looking for a space that makes them want to cook more often.• Looking for a space with high-end materials, fixtures and products.

.

Key Takeaways• Average-value segment.

• Key segment for online retailers, home-improvement retailers, specialty stores.

• An important segment when developing online content.

• Busy households, but would like to cook more often.

• Multiple goals for project: up-to-date style/design, high-end finishes, better function for cooking, tech-friendly.

LIFESTYLE

COOKING & MEAL PREP• Makes dinner an important time for everyone in the

home to be together.• Enjoys cooking, but not as enthusiastic as other

confident cook segments about grocery shopping and meal prep.

• Looks up recipes online and uses online grocery lists.

DEMOGRAPHICS

64% female51% Gen X& Millennial

37% havechildren in household


Almost 2/3 Work Full-Time

Share of MarketCONFIDENT DESIGNER


ENTERTAINING• Above average entertaining — about 9 times a year

— and willing to spend time preparing for guests.

DESIGN CONFIDENCE• Very confident in own tastes and design skills, doesn't

need to hire designer; can get ideas and info online.• Doesn't want to spend extra money on a designer.

TECHNOLOGY• Uses technology while cooking and charges devices in

the kitchen (phones, tablets, laptops).• Having a TV or monitor in kitchen is important.• One-fifth use voice-activated speaker or intelligent

personal assistant in kitchen.

KITCHEN PROJECT

Share of Spend

15%

14%

Income$138K(average)


• Lower project spend than others (average $28K) and averages 9.2

components for the kitchen project (lower spend per component).

Professionals• Most need help with installation — 66% pay someone else for at

least part of installation work.

• Some use a designer (33%), but most do not pay for extra for design

services.


• Have more difficultly completing project on time and within budget.• Less involved in the process with below-average amount of time

spent looking for inspiration, shopping and purchasing products.• More likely than others to purchase products through home

improvement retailers, both in-store and online.

Project Goals • Similar to others, main goal is up-to-date style and design.• Also looking for a more open feel to rest of the home.

. Key Takeaways• Lower value than other segments for

kitchen spend.

• A target segment for home-improvement

retailers and HI store designers.

• Staying within budget is important; doesn’t

want to pay extra for design services.

• Busy households with less time for

remodel process.

• Goal is to make kitchen more up-to-date

and open; less emphasis on cooking

function.

LIFESTYLECOOKING & MEAL PREP• Seeks to minimize time and effort for all aspects

of meals: planning/shopping, meal prep, clean up.

• Looks for alternatives to simplify, including fewer fresh items, more frozen or prepared items.

• Sometimes brings home ready-to-eat or ready-to-

heat meals to ease meal prep.

• More likely to share meal prep with spouse/ partner and is more likely than others to use the microwave or slow cooker to prepare meals.

• Least likely to eat meals in the dining room.

DEMOGRAPHICS

77% female

64% Gen X

& Millennials

(youngest)

40% have

children in

household

(highest)

Home value: $334K

Sq Ft: 2,169

(smallest / least $)

2/3 Work full-time

CONFIDENT DESIGNERStruggling Cook

ENTERTAINING• Entertains the least and prefers casual get-togethers

where not responsible for entire meal.

DESIGN CONFIDENCE• Confident enough in own tastes and design skills and

doesn't need to hire designer; can get ideas and info

online.

• Most price conscious of all segments on design fees –

doesn’t want to spend extra money on a designer.

TECHNOLOGY• Average technology usage in kitchen.

KITCHEN PROJECT

Income

$127K

(lowest)

Share of Market

Share of Spend

16%

13%

What They Look Like

Confident designers who are either techy or struggling cooks are the youngest, have kids at home and the largest households.

17

DEMOGRAPHICS

Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)S1 / S2 / C4 / C5 / C6

TOTAL(n=811)

GENDER

AGE

64% 61% 77% 62% 53%

36% 39% 23% 38% 47%Male

Female

39%

61%


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)

CONFIDENT DESIGNER SEEK DESIGN HELP

Average 51 Yrs 54 Yrs 48 Yrs 54 Yrs 52 Yrs52 Yrs

Significantly higher than 2 segmentsSignificantly higher than 3-4 segmentsSignificantly lower than all segments

CHILDRENIN HH Yes 37% 22% 40% 15% 28%28%

HHSTATUS

Average # 2.8 2.5 2.8 2.3 2.62.6

49% 61%36%

57% 53%

31% 24%42%

29% 33%20% 15% 22% 14% 14%

Millennials

Gen X

17%

32%

51%Boomers+

Married/Kids at home 34% 20% 37% 13% 25%25%

Confident designers who are either techy or struggling cooks are also working the most hours.

18

DEMOGRAPHICS

Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)S1 / S2 / C4 / C5 / C6

TOTAL(n=811)



HOURS WORKED:SELF + SPOUSE

AveragePer Week 52 Hrs 42 Hrs 58 Hrs 46 Hrs 50 Hrs51 Hrs

WORKFULLTIME

RETIRED

63%

58%

60%

61%

44%

49%

63%

70%

54%

51%

Self

Spouse

58%

24%

27%

24%

17%

36%

34%

16%

15%

31%

34%

Self

Spouse

58%

26%

26%


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)

Those seeking design help have the highest incomes, with the confident cooks possessing the largest and most expensive homes.

19

INCOME & HOME PROFILE

Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)S12 / H1 / H2 / H3 / H4 / H5

SQUAREFEET Average

CURRENT VALUE Average


TOTAL(n=811)


2,330 2,200 2,169 2,503 2,3352,349

$382K $372K $334K $432K $392K$408K

INCOME Average $138K $130K $127K $148K $138K$142K


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)

About Eating

Confident cooks try to make dinner an important time for everyone in the home to be together.

21

DINNER ATTITUDES & BEHAVIORTop 2 Box Agree

Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q85 / Q82 / Q83

I make dinner an important time for everyone to be together

I consider myself a weekend gourmet

I struggle to make meals that everyone likes

44%

10%

4%

46%

15%

4%

23%

6%

26%

55%

26%

2%

40%

16%

11%

TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)



29%

13%

15%

Everyone dines together…

Among those with 2+ HH members dining at home

86%

(n=107) (n=130) (n=114) (n=155) (n=206) (n=740)

89% 90% 75% 95% 83%

Average # PeopleEating Dinner 2.8 2.6 2.7 2.3 2.62.6

Shopping & Meal Planning

49%

28%

19%

19%

9%

8%

Confident cooks make time for meal planning, including shopping lists and looking up recipes.

23

FREQUENCY OF MEAL PLANNING BEHAVIORTop 2 Box (Scale 1=Never, 7=Always)

Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q55. When planning meals to eat at home, how often do you…? (1=Never; 7=Always)

Make paper shopping list

Look up recipes online

Use recipe from cookbook, magazine or notes

Create online shopping list

Order groceries online for pickup

Order groceries online for delivery

32%

54%

22%

22%

5%

5%

70%

26%

23%

5%

2%

2%

45%

20%

13%

11%

3%

4%

67%

41%

36%

16%

1%

2%

53%

34%

23%

15%

5%

5%


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


Online tools are utilized more often

26%

17%

Confident cooks also enjoy going to the store and picking out groceries.

24Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)

Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)

Q58. For each statement below, please indicate how well it describes you. (1=Not at all; 7=Completely)

Enjoy going to the store or

market to pick out my food

Usually plan my dinner

meals for the entire week

43%

10%

60%

25%

23%

15%

65%

26%

43%

20%

FOOD SHOPPING ATTITUDESTop 2 Box


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


Dramatically fewer

enjoy shopping

57%

42%

23%

41%

27%

16%

Struggling cooks have less time for meal preparations and sometimes don’t have anything on hand for meals.

25Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q58. For each statement below, please indicate how well it describes you. (1=Not at all; 7=Completely)

Typically grocery shop once a week or less often

Finding time to prepare meals on weeknights is often difficult

Often don't know whatfood or ingredients I have

on hand to make dinner

34%

10%

3%

51%

9%

3%

44%

8%

4%

45%

20%

11%



TOTAL(n=811)



(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)

10% 9%14% 10%

15%

16% 17%

21%

15%

22%

26% 24%

27%

22%

25%

49% 51%

39%

53%

39%

Fresh items

Non-perishable

items

Frozen items

Prepared items

Struggling cooks are less likely to buy fresh items, and more likely to

buy frozen or prepared items to help with meal preparation.



Q56. Thinking about a typical shopping trip, out of 20 food items that you purchase, how many of the food items are…?

46%

25%

19%

12%

ITEMS PURCHASED ON TYPICAL FOOD SHOPPING TRIP% of Total I tems Shown

TOTAL(n=811)




(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)

Meal Prep

All segments eat dinner at home less often on weekends, but struggling cooks eat dinners at home the least often.

28Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q53a/b. During the [weekdays/weekends], what percent of the time do you eat dinner at home vs. away?

EAT DINNER AT HOME

Weekdays 79%

Weekends 67%

TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)



73%

62%

81%

70%

84%

72%

81%

68%

78%

65%

51%

9%

7%

2%

Both segments of struggling cooks more often look for alternatives to home-cooked meal prep.

29

FREQUENCY OF HOME DINNER BEHAVIORTop 2 Box (Scale 1=Never, 7=Always)

Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q54. When eating dinner at home, how often do you…? (1=Never; 7=Always)

Make or have a home-cooked meal that is prepared at home

Bring home or delivery of fully prepared and ready-to-eat meals

Bring home or delivery of ready-to-heat meals

Bring home or delivery of ready-to-assemble or prepare meals

82%

7%

1%

2%

86%

2%

4%

2%

86%

1%

1%

2%

72%

8%

7%

5%

TOTAL(n=811)

Confident,

Techy Cook(15%)

Confident, Non-

Techy Cook(18%)

Struggling

Cook(16%)

Confident

Cook(21%)

Struggling

Cook(30%)



59%

13%

13%

8%

58%-65% at least sometimes bring

home ready-to-eat or ready-to-heat meals

Most likely to have tried meal

kits; 31% sometimes use, 60% never tried

32%

31%

30%

20%

27%

14%

16%

16%

The three segments of confident cooks enjoy cooking, try to make healthy fresh meals and are willing to experiment with recipes.


Confident in the kitchen

Try to avoid processed foods

Usually make healthy, fresh meals

Really enjoy cooking and preparing meals

Love to bake

Like to experiment and create own recipes

Like watching cooking shows to learn tips and new recipes

Like to prepare items in advance for meals in upcoming week

79%

47%

58%

56%

45%

42%

37%

13%

79%

64%

62%

64%

38%

50%

36%

25%

18%

27%

19%

6%

24%

8%

9%

11%

78%

68%

71%

67%

46%

47%

47%

24%

56%

47%

47%

42%

36%

31%

29%

19%

MEAL PREPARATION ATTITUDESTop 2 Box Describes

TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)



Confident cooks continue to educate themselves and experiment

The two struggling-cook segments, however, crave simplicity when cooking. They seek to minimize both time and effort at mealtime.


Prefer to follow simple recipes

Sometimes not enough time to make home-cooked meal

Meal time in kitchen is usually chaotic

20%

25%

1%

28%

17%

3%

58%

49%

13%

23%

17%

2%

37%

30%

8%


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)



45%

37%

14%

96%

95%

85%

46%

93%

79%

69%

58%

Struggling cooks are more likely to share meal prep with their spouse/ partner and are more likely to use the microwave to prepare meals.

32

MEAL PREPARATION

62%

23%

14%

1%1% 2%8% 14% 18% 14% 16%17%

23%34%

14%27%

75%62%

46%

72%57%

Self

Spouse/partner

Split evenly

Other

Usually prepared by…

TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)



Refrigerator

Cooktop

Oven

Microwave

99%

94%

78%

44%

96%

89%

79%

56%

96%

91%

83%

50%

97%

88%

78%

72%

Always/Frequently use during meal prep*

Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q71 / Q73 *Top 4 appliances shown, detail list in appendix

Clean-Up

29%

22%

20%

19%

Because struggling cooks are time constrained, they want to minimize clean-up.

34

CLEANING ATTITUDESTop 2 Box Describes

Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q93. For each statement below, please indicate how well it describes you. (1=Not at all; 7=Completely)

Wish I could wash smaller dishwasher loads

Need to run dishwasher every day

Some nights don't cook because don't want to clean up the mess

Like pre-prepared meals so there is less clean-up

24%

29%

11%

6%

16%

12%

9%

7%

26%

20%

34%

21%

19%

16%

7%

5%

24%

20%

17%

13%


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


Entertaining

Confident cooks are more enthusiastic about entertaining, spending time to prepare, and entertaining the most guests.

36

ENTERTAINING ATTITUDES & BEHAVIORSTop 2 Box Describes

Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q106 / Q101 / Q105

Spend a lot of time preparing before entertaining guests

Love to cook for friends and family in my home

Prefer to make sit-down meals when entertaining guests

Like to have casual get-togethers where not

responsible for entire meal

50%

51%

38%

24%

53%

52%

53%

20%

29%

10%

18%

41%

61%

62%

47%

30%

45%

39%

37%

29%

TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)



35%

22%

28%

27%

Average # Times Entertain / Year 9.1 9.8 5.9 9.8 8.47.3

6.6 6.2 6.4 7.6 6.97.2Average # of Guests

Biggest Entertainers: professional design

assistance may help make their kitchen more

conducive to this activity

Technology in the Kitchen

74%

45%

29%

25%

21%

15%

19%

21%

21%

Confident techy cooks are using technology while cooking and are charging their devices in the kitchen.

38

TECHNOLOGY HABITS/ATTITUDESTop 2 Box Describes

Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q114 / Q112

I need access to the internet while cooking

I like spending time in my kitchen doing things other than food prep and eating

Having a TV or monitor in the kitchen is

important in my home

37%

27%

22%

3%

5%

4%

21%

12%

11%

22%

19%

16%


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


63%

32%

24%

Mobile phone

Tablet

Laptop

49%

20%

8%

61%

32%

12%

73%

34%

20%

64%

32%

19%

Charge devicein kitchen…

Despite low interest in cooking, some like to spend time in the kitchen.

About the Project:Triggers & Goals

74%

42%

39%

30%

19%

14%

10%

7%

1%

83%

37%

39%

24%

25%

23%

9%

2%

1%

Confident cooks seeking design help, an older segment, are more likely than others to update the kitchen for staying in place/retirement.

40Confident Designer: Techy Cook (n=110); Non-Techy Cook (n=135); Struggling Cook (n=123)Seek Design Help: Confident Cook (n=165); Struggling Cook (n=226)Q4. Which of the following [were/are] reasons you [wanted/want] or [needed/need] to start a kitchen remodel/installation?

Outdated/old looking

Doesn't function well

Replace/refinish items that are damaged, worn or not working

Update kitchen for stayingin place/retirement

Too small, needed more space

Purchased home and neededto make some changes

Update kitchen to sell home

Update kitchen for an event

Restoration due to fire/flood/mold

79%

45%

44%

30%

23%

14%

9%

6%

5%

75%

33%

40%

25%

16%

25%

8%

4%

0%

78%

42%

38%

38%

26%

19%

7%

2%

0%

77%

40%

39%

30%

21%

19%

9%

5%

1%

PROJECT TRIGGERSAmong those remodeling exist ing home


TOTAL(n=788)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


79%

73%

72%

67%

53%

52%

47%

46%

47%

28%

23%

28%

87%

81%

77%

73%

66%

48%

42%

38%

45%

24%

12%

20%

Confident cooks seeking design help are looking for a functional and efficient space where they can also entertain and experiment.

41Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q5. Please indicate how important each of the following [were/are] to you. (1=Not at all; 7=Extremely)

Up-to-date look and style

Functional and efficient space

Increase value of home

Better layout and design

Open feel to the rest of the house

Place where I can entertain

Space that makes mewant to cook more meals

Space with high-end materials,fixtures and products

Space where family can spendtime doing different activities

Space where I can experiment withnew recipes or cooking ideas

Space where I can createculinary masterpieces

Space for personal escape

88%

78%

78%

79%

61%

58%

66%

60%

53%

47%

38%

36%

85%

80%

72%

62%

51%

50%

53%

54%

46%

39%

34%

28%

90%

88%

70%

74%

67%

62%

63%

60%

52%

52%

50%

33%

85%

79%

74%

71%

60%

55%

54%

52%

50%

39%

33%

31%

PROJECT GOALSTop 2 Box Importance


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


All segments of confident cooks associate good kitchen organization with cooking enjoyment.

42

STORAGE ATTITUDESTop 2 Box Agree


Enjoy cooking more whenkitchen is well organized

Increasing countertop spaceis key in kitchen remodel

Increasing storage iskey in kitchen remodel

Have enough storage; justneed better organization

77%

60%

63%

14%

85%

56%

59%

24%

63%

57%

56%

22%

82%

65%

61%

14%

71%

58%

57%

22%

TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)



57%

53%

49%

27%

Average # of Areas Need Better Storage 5.0 3.3 4.2 4.7 4.34.2

Top areas for better storage include: pots/pans, small kitchen appliances, dishes/glassware, canned goods/

boxed/bottled foot items, spices/baking items

Design Confidence & Use of Professionals

Confident cooks seeking design help (aka, the entertainers) are very concerned about the project coming together perfectly.


Prefer to meet with designersin-person vs. online

Prefer to have designer to ensure project comes together perfectly

Don't know where to finda designer for my project

Working with designer onlinecan save me money and time

29%

3%

10%

8%

28%

1%

3%

5%

27%

2%

10%

5%

77%

62%

12%

14%

51%

26%

15%

10%

DESIGN CONFIDENCETop 2 Box Describes


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


68%

37%

27%

10%

Finding a designer is not much of a problem

Struggling cooks seeking design help lack confidence in their own design skills.


Confident in my owntastes and design skills

Don't want to spend extramoney on a designer

Don't need to hire designer;get ideas and info online

82%

63%

61%

88%

54%

58%

60%

76%

48%

38%

14%

2%

53%

42%

32%

DESIGN CONFIDENCETop 2 Box Describes


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


22%

25%

10%

Least confident in design

Paying for design help is

not an obstacleWhile less confident in their design skills compared to the 2

other confident design segments, there is greater reluctance to

search online or pay for professional design assistance

Both segments seeking design help are more likely to pay a separate fee for design services.

46Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)S22 / S22a

68%

22%

10%13% 9% 10% 11%8%

6%7%

27% 28%

79%94% 84%

63% 61%

Fee included inproject

Paid separatefee

Unsure

USE OF DESIGNER

33% 25% 34% 70%UsedDesigner

54%


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


85%

(n=38) (n=35) (n=44) (n=142) (n=163) (n=441)

A quarter to a third of confident designers get

help from a pro, but usually do not pay a

separate fee.

55%

34%

29%

41%

45%

24%

27%

38%

36%

39%

35%

29%

51%

36%

33%

Those seeking design help most often find a designer through personal recommendations from friends and family.

47

HOW FOUND DESIGNERAmong those using designer

Confident Designer: Techy Cook (n=78); Non-Techy Cook (n=73); Struggling Cook (n=89)Seek Design Help: Confident Cook (n=162); Struggling Cook (n=215)Q22. How [did/will] you find the designers/consultants that you [used/are planning to use]?


TOTAL(n=640)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


Recommendationfrom a friend/family

Research on the web

Worked for retailer/supplier using for project

47%

36%

30%

41%

41%

24%

33%

11%

7%

And, those seeking design help use a wide range of designers — and often more than one type of designer.

48Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q21. [Did you use/Do you plan to use] any of the following types of designers/consultants in planning your kitchen project?

Home-improvementstore designers

Kitchen design/remodelingcompany designers

Specialty retailer/showroom designers

Independent designers

TV designers

None of these

42%

16%

35%

11%

25%

33%

30%

11%

14%

4%

15%

47%

41%

14%

17%

10%

20%

31%

37%

47%

37%

37%

11%

3%

38%

29%

25%

22%

15%

21%

DESIGNER TYPE


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


1.3 0.7 1.0 1.7 1.31.5Average: Types of Designer Used

Use of home-center designers is

prevalent across allsegments

However, independent designers and kitchen remodel company designers are viewed as the most valuable among those using them.

49 Q24. How valuable do you think you’d find the following types of designers/consultants in planning your kitchen project? (1=Not at all valuable; 7=Extremely valuable)

Independent designers

Kitchen design/remodelingcompany designers

Specialty retailer/showroom designers

Home-improvementstore designers

39%

35% 43% 34%

74%

72%

64%

58%

67%

60%

52%

44%

PERCEIVED VALUE OF DESIGNER: TOP TWO BOXAmong those using that type of designer (n=30+ shown)


TOTAL


70%

61%

53%

40%

Insufficient base size


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)

For those seeking design help, designers are involved in multiple aspects of the project — especially product/materials suggestions, layout/design and drawings.

50Confident Designer: Techy Cook (n=78); Non-Techy Cook (n=73); Struggling Cook (n=89)Seek Design Help: Confident Cook (n=162); Struggling Cook (n=215)Q23. In what parts of the process were the designers/consultants involved with your project?

Suggestions forproducts/materials

Suggestions forlayout/design

Creating drawingsfor kitchen layout

Measuring my kitchen

Coordinating entire process;contact for all contractors

Suggestions for contractors,but I am main contact

64%

47%

45%

41%

17%

15%

53%

38%

34%

33%

8%

14%

47%

57%

37%

26%

12%

14%

73%

74%

70%

59%

43%

34%

62%

62%

54%

45%

28%

26%

ROLE OF DESIGNERAmong those using designer


TOTAL(n=640)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


63%

67%

58%

46%

34%

31%

Project Scope

Nearly all those seeking design help paid someone else to complete at least some of the installation work for their kitchen project.

52

DIY VS. DIFM

Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)S18. And, for your kitchen remodel/installation who [did/will do] the project work and installation?

81%

19%

28% 33% 33%

4% 8%

72% 67% 67%

96% 92%

DIFM

DIY


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


Most confident designers use pros for some part of

the job.

(Do It For Me)Paid

Professionals for at least

some aspects of project

No Paid Professions

Since the two segments seeking design help hired out more of the work to professionals, they spent considerably more money on their kitchen project.

53

TOTAL BUDGET

Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)S19. As best you can estimate, which of the following categories best describes the [final cost/total budget]?

10%

26%

23%

15%

26%22% 17% 18%

38%30%

15%11% 10%

14%20%

18%26% 27%

22% 24%30% 27% 28%

25% 24%15% 19% 17%

1% 2%

Under $15K

$15K < $20K

$20K < $30K

$30K < $40K

$40K+


TOTAL(n=811)


$31K $28K $28K $41K $34K$38KAverage Budget


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)

Kitchen project scope is extensive, with confident cooks seeking design help having the most components in their kitchen project.

54

SCOPE OF KITCHEN PROJECT

Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)S14. Which of the following [were/are] included in your kitchen remodel/installation?

New countertop

New sink

New faucet

New backsplash

New lighting

New flooring

New large appliance(s)

Entire new cabinets

Paint on walls

New range hood

New cabinet knobs/pulls

Adding new separate island

Adding more cabinets

Refinish/repaint existing cabinets

Refinish existing floors

New doors for existing cabinets

97%

84%

85%

82%

75%

75%

71%

69%

67%

53%

43%

34%

27%

16%

16%

12%

99%

91%

91%

81%

70%

74%

72%

71%

59%

57%

38%

30%

13%

17%

7%

10%

98%

90%

83%

84%

73%

84%

72%

74%

72%

52%

52%

34%

24%

13%

10%

7%

99%

89%

89%

84%

80%

71%

84%

77%

70%

61%

46%

34%

28%

11%

14%

13%

97%

87%

85%

82%

76%

75%

73%

72%

67%

57%

44%

34%

23%

15%

13%

12%


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


94%

86%

83%

79%

78%

74%

69%

71%

67%

57%

44%

34%

24%

18%

16%

16%

9.0 8.8 9.2 9.5 9.19.1Average # of Components

Across all segments, relatively few “added” or “refinished” existing items

Approximately 1/3 of every

segment added a new

island

57%

37%

36%

19%

10%

13%

11%

5%

3%

Confident cooks seeking design help look to various specialized storage and prep features to help keep themselves well-organized.

55Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q103. Do you have any of the following for your preparation or storage needs?

Pantry

Second freezer

Second refrigerator

Designated bar area

Separate wine cooler

Separate ice maker

Second sink

Second dishwasher

Scullery

63%

47%

39%

31%

15%

11%

16%

3%

2%

65%

44%

41%

28%

21%

13%

14%

4%

3%

60%

40%

34%

13%

8%

10%

9%

5%

1%

74%

40%

37%

34%

24%

19%

17%

0%

4%

63%

40%

37%

25%

16%

13%

13%

4%

3%

ADDITIONAL PREPARATION/STORAGE AREAS


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


63%

41%

52%

49%

41%

42%

35%

23%

24%

38%

48%

73%

52%

40%

34%

37%

24%

22%

28%

20%

13%

6%

Segments seeking design help are also more likely to purchase products through contractors and designers, and specialty retailers and showrooms.

56

WHERE PURCHASED PRODUCTSTotal mentions of >20% shown

Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q32. What methods [did/will] you use to make purchases for your kitchen remodel/installation?

Home-improvement retailers

Home-improvement retailer websites

Contractors

Specialty retailers

Appliance stores

Kitchen and bath showrooms

Paint stores

Online-only retailers

Manufacturers’ websites

Kitchen remodeling companies

Designers

71%

56%

41%

47%

41%

34%

44%

41%

28%

20%

6%

72%

42%

27%

38%

36%

24%

27%

34%

22%

17%

5%

65%

46%

43%

40%

39%

31%

31%

29%

24%

24%

24%


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)


ConfidentCook(21%)

StrugglingCook(30%)

55%

42%

50%

38%

41%

33%

28%

24%

26%

27%

35%

4.8 3.8 3.9 5.1 4.54.6Average # of Sources

High usage of online sources

Resources & Pain Points

8.06.5 6.3

8.7 8.1

Kitchen remodels are involved at every stage for every segment, with most using multiple sources throughout the project. Segments seeking design help and confident techies use the most sources.

58Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q30 / Q31 / Q32

NUMBER AND TYPES OF SOURCES USED DURING KITCHEN PROJECT


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


7.6

Ideas & Inspiration

5.0

Price & Feature Comparison

Purchasing

4.5Avg. # of Sources

Top sources:Home-improvement retailers/websitesHome or design magazinesHome-improvement TV shows or websitesSocial mediaKitchen and bath showrooms

Top sources:Home-improvement retailers/websitesContractorsAppliance storesKitchen and bath showroomsManufacturer websites

Top sources:Home-improvement retailers/websitesContractorsSpecialty retailersAppliance stores

Avg. # of Sources

Avg. # of Sources

5.54.4 4.2

5.7 5.2

4.83.8 3.9

5.1 4.6

Note: Bolded sources are unique top sources for each phase

41%

42%

33%

24%

27%

14%

13%

16%

10%

41%

31%

34%

20%

12%

16%

17%

9%

10%

30%

35%

28%

28%

14%

22%

16%

18%

13%

Struggling cooks/confident designers (youngest and less affluent segment) had more difficultly completing the project on time and within budget.

59Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q42. How difficult or easy [was/is] it making the following decision? (1=Very difficult; 7=Very easy)

Process of completing actualwork in timely manner

Staying within overall budget

Finding right professionalsto do the job

Visualizing how kitchenwould look when finished

Getting professional advice from a designer

Planning the layout of the kitchen

Finding retailers thathad items I wanted

Measuring the spacefor installation

Determining DIF vs DIFM

31%

32%

22%

18%

22%

10%

10%

11%

9%

31%

25%

25%

12%

23%

8%

11%

7%

7%

33%

32%

28%

21%

18%

15%

13%

12%

10%

PAIN POINTS: PROCESS DECISIONSBottom 3 Box


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)


ConfidentCook(21%)

StrugglingCook(30%)

AppendixHow They Use Their Kitchen:Shopping and Meal Planning

41%

26%

27%

17%

16%

13%

Confident designers/struggling cooks have the least time for meal prep and sometimes don’t have anything on hand for meals.


Typically grocery shop once a week or less often

Enjoy going to the store or market to pick out my food

Finding time to prepare meals on weeknights is often difficult

Usually plan my dinner meals for the entire week

Often don't know whatfood or ingredients I have

on hand to make dinner

Get fresh fruits and veggies from CSA or farmers market

34%

43%

10%

10%

3%

6%

51%

60%

9%

25%

3%

6%

57%

23%

42%

15%

23%

6%

44%

65%

8%

26%

4%

10%

45%

43%

20%

20%

11%

10%



TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


AppendixHow They Use Their Kitchen:

Storage

Top areas to improve storage are pots/pans, small appliances, dishes/ glasses, canned goods, boxed/bottled foods, spices/baking items.

63

AREAS DESIRED BETTER STORAGEAmong those with area of need

Confident Designer: Techy Cook (n=108); Non-Techy Cook (n=115); Struggling Cook (n=118)Seek Design Help: Confident Cook (n=153); Struggling Cook (n=217)Q62. For what areas of the kitchen [did/do] you need much better storage? Q62a. And, which was most important?

Pots or pans

Small kitchen appliances

Dishes or glassware

Canned goods or boxed/bottled food items

Spices or baking items

Silverware or utensils

Paper goods

Refrigerator items

Cleaning supplies

Freezer items

Workspace

Table linens

Technology

Backpacks

41

26

16

19

7

1

2

10

3

7

7

1

2

68%

57%

52%

47%

53%

32%

33%

35%

38%

26%

17%

19%

16%

3%

38

18

15

17

11

4

2

8

2

4

9

1

1

57%

44%

37%

36%

39%

21%

21%

19%

15%

16%

9%

9%

5%

1%

37% 64%

24% 53%

17% 46%

17% 42%

7% 41%

4% 28%

2% 27%

10% 27%

2% 27%

7% 23%

7% 20%

1% 14%

2% 12%

1% 5%

Most important

TOTAL(n=739)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)



41

25

16

18

5

5

3

9

2

9

6

4

63%

52%

45%

40%

32%

24%

26%

23%

26%

27%

23%

9%

16%

9%

38

28

21

18

6

4

1

10

1

4

7

1

2

2

74%

61%

52%

48%

48%

34%

28%

30%

25%

21%

20%

14%

14%

3%

33

24

15

13

8

4

3

12

4

9

8

1

3

1

60%

51%

45%

38%

34%

28%

28%

29%

27%

26%

24%

16%

11%

6%

Most important

Most important

Most important

Most important

Average # of Areas Need Better Storage 5.0 3.3 4.2 4.7 4.34.2


Meal Preparation

Struggling cooks are more likely to share meal prep with their spouse or partner.

65

MEAL PREPARATION


62%

23%

14%

1%1% 2%8% 14% 18% 14% 16%17%

23%34%

14%27%

75%62%

46%

72%57%

Self

Spouse/partner

Split evenly

Other

Usually prepared by…

# People in kitchen…

1.6

0.6

1.7

0.3

1.5

0.5

1.6

0.4

1.6

0.4

Adults

Children

TOTAL(n=811)



1.6

0.2


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)

93%

79%

69%

58%

35%

32%

23%

13%

8%

10%

7%

3%

96%

91%

83%

50%

44%

22%

17%

26%

16%

17%

13%

5%

97%

88%

78%

72%

36%

27%

24%

18%

21%

18%

9%

9%

Struggling cooks are also more likely to use the microwave during meal preparation.

66Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q73. For meals prepared at home (including meal kits), how often do you use the following?

Refrigerator

Cooktop

Oven

Microwave

Outdoor grill

Crockpot/slow cooker

Toaster oven

Food processor/chopper

Mixer

Blender

Pressure cooker/instant pot

Fryer

96%

95%

85%

46%

38%

22%

16%

15%

9%

11%

5%

2%

99%

94%

78%

44%

40%

26%

21%

12%

16%

10%

7%

3%

96%

89%

79%

56%

39%

26%

22%

18%

17%

16%

10%

5%

APPLIANCES USED DURING MEAL PREPARATIONAlways/Frequently

TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)



Three segments are confident in the kitchen and enjoy cooking, while two segments struggle, need to save time cooking and want simple recipes.


Confident in the kitchen

Try to avoid processed foods

Usually make healthy, fresh meals

Really enjoy cooking and preparing meals

Try to find shortcuts for healthy meals and to make life easier

Prefer to follow simple recipes

Love to bake

Like to experiment and create own recipes

Sometimes not enough time to make home-cooked meal

Like watching cooking shows to learn tips and new recipes

Like to prepare items in advance for meals in upcoming week

Meal time in kitchen is usually chaotic

79%

47%

58%

56%

41%

20%

45%

42%

25%

37%

13%

1%

79%

64%

62%

64%

39%

28%

38%

50%

17%

36%

25%

3%

18%

27%

19%

6%

35%

58%

24%

8%

49%

9%

11%

13%

78%

68%

71%

67%

40%

23%

46%

47%

17%

47%

24%

2%

56%

47%

47%

42%

38%

37%

36%

31%

30%

29%

19%

8%


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)



32%

31%

30%

20%

33%

45%

27%

14%

37%

16%

16%

14%


Eating

Confident cooks seeking design help are cooking for fewer household members.

69Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q82 / Q83

DINNER BEHAVIOR

89% 90% 75% 95%

9%

56%

14%

14%

8%10% 8% 9% 6% 7%

19%12% 16%

4%16%

15%14%

19%

10%

12%

48% 60% 45%73%

54%

8% 6% 11% 7% 11%

One

Two

Three

Four

Five or more

# People eatdinner at home…

Dine together…Among those with 2+ HH members dining at home

86%

TOTAL(n=811)



83%

(n=107) (n=130) (n=114) (n=155) (n=206) (n=740)

Average # Eating Dinner 2.8 2.6 2.7 2.3 2.62.6


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)

All segments eat in different locations in the home; only half eat at the kitchen table.

70Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q84. Where do people typically eat dinner in your home?

Kitchen table

Family/living room

Dining room

Kitchen island/peninsula

Outside on porch or sunroom

Standing in kitchen

58%

37%

29%

27%

12%

6%

49%

30%

33%

14%

9%

1%

46%

39%

22%

22%

2%

10%

49%

33%

32%

17%

11%

1%

49%

34%

28%

20%

7%

5%

TYPICAL DINNER LOCATION

TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)



45%

34%

25%

20%

5%

6%


Entertaining

Struggling cooks entertain less in their homes.

72

FREQUENCY OF ENTERTAINING GUESTS IN HOME

Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q101. How many times a year do you typically entertain guests in your home?

5%

33%

29%

18%

15%17% 22%7%

19%12%

21% 17%

11%

23%

15%

29% 30%

29%

30%

28%

30% 28%

40%

27%

40%

3% 3%13%

1% 5%

Never entertain

1-4 times a year

5-9 times a year

10-14 times a year

15+ times a year

TOTAL(n=811)



Average # Times Entertain Per Year 9.1 9.8 5.9 9.8 8.47.3


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)

Confident cooks seeking design help entertain the most guests.

73

# OF GUESTS ENTERTAINED AT A TIME

Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q105. How many guests do you usually entertain at a time (on average)?


4% 3% 5% 10% 7%

17% 17% 18%19%

15%

43%37% 33%

36% 47%

33% 43%35%

35% 28%

3% 9% 3%

Never entertain

1-4 guests

5-9 guests

10-14 guests

15+ guests

TOTAL(n=811)


3%

34%

40%

17%

6%

6.6 6.2 6.4 7.6 6.97.2Average # of Guests


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)

All segments entertain in many areas of the home.

74Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q104. Where do you typically entertain in your home?

Living/family room

Dining room

Outdoor living areas

Kitchen

Basement

77%

57%

58%

57%

4%

78%

53%

53%

46%

5%

83%

35%

45%

46%

2%

83%

61%

58%

54%

7%

79%

52%

49%

49%

6%

AREAS OF HOME USED FOR ENTERTAINING

TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)



76%

49%

40%

44%

7%


Clean-Up

Many from all segments wash pots, pans and serving dishes by hand, in the sink.

76

CLEANING BEHAVIOR FREQUENCYTop 2 Box

Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q91. When cleaning up after a meal at home, how often do you…? (1=Never; 7=Always)

Hand wash pots, pans, serving dishes in the sink

Put all the dirty dishes in dishwasher

Hand wash all dirty dishes

Stack dirty dishes in the sink or on counter

49%

49%

17%

9%

62%

51%

23%

8%

45%

52%

22%

13%

56%

52%

18%

5%

53%

52%

21%

12%


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


49%

53%

19%

19%


Other Activities

80%

32%

27%

29%

24%

22%

18%

14%

12%

Confident techy cooks and struggling cooks seeking design help often

use the kitchen for activities other than cooking



Q113. How frequently is someone in your home doing the following activities in your kitchen?

Cooking

Answering

email or texts

Surfing web

Watching TV or

streaming videos

Paying bills or

home finances

Reading books,

newspapers or magazines

Doing homework/

school projects

Working from home

Doing arts and crafts

93%

37%

35%

30%

19%

15%

23%

18%

15%

85%

19%

13%

15%

10%

12%

9%

4%

8%

70%

27%

23%

18%

16%

11%

16%

7%

14%

89%

31%

29%

19%

16%

21%

11%

13%

5%

84%

30%

26%

24%

19%

18%

16%

12%

11%

ACTIVITY FREQUENCY IN KITCHENAlways/Frequently


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


AppendixKitchen Project Overview

Savings and credit cards are most frequently used to finance kitchen remodel projects.

80

FINANCING METHODS USED

Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q191. How [did you/do you plan to] pay for or finance your kitchen remodel/installation?

Savings/cash

Credit card

Home equityline of credit

Home equity loan

Mortgage/home refinance

Financingthrough retailer

Loan from bank/financial institution

77%

26%

6%

8%

8%

3%

3%

81%

22%

4%

2%

3%

4%

1%

69%

22%

12%

6%

9%

7%

4%

74%

23%

14%

7%

5%

5%

4%

72%

22%

11%

7%

6%

5%

3%


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


67%

20%

13%

9%

6%

6%

3%

Nearly all kitchen projects are for existing homes versus a newly built home.

81

PROJECT FOR NEW OR EXISTING HOME

Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q1. [Was/Is] your kitchen remodel or installation for an existing home or a newly constructed home?

97%

3%5% 2% 4% 1% 3%

95% 98% 96% 99% 97%

Existing home

Newly constructedhome


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


Only about one-third completely change their kitchen layout.

82

PERCENTAGE CHANGING/RETAINING ALL OR SOME OF LAYOUTAmong those updating exist ing home

Confident Designer: Techy Cook (n=110); Non-Techy Cook (n=135); Struggling Cook (n=123)Seek Design Help: Confident Cook (n=165); Struggling Cook (n=226)Q2. Overall, as part of the kitchen remodel/installation, how much did you change the layout of kitchen and cabinets?

29%

54%

17%20% 21% 17% 13% 16%

47%56%

53% 58% 54%

33%23% 30% 29% 30%Completely

change layout

Keep most oflayout

Keep samelayout


TOTAL(n=788)



(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)

Most keep the square footage in the kitchen the same.

83

CHANGE IN SQUARE FOOTAGEAmong those updating exist ing home

Confident Designer: Techy Cook (n=110); Non-Techy Cook (n=135); Struggling Cook (n=123)Seek Design Help: Confident Cook (n=165); Struggling Cook (n=226)Q3. Compared to your previous kitchen, [did/will] your kitchen…?

29%

71%

1%1% 2%

67%76% 70% 69% 70%

33%23% 28% 31% 30%Increase in

square feet

Remain thesame

Decrease insquare feet


TOTAL(n=788)



(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)

AppendixProject Triggers & Goals

35%

29%

26%

23%

8%

8%

4%

2%

2%

4%

6%

3%

29%

27%

21%

21%

10%

10%

5%

6%

7%

5%

2%

5%

Transitional, modern, contemporary and traditional are the most preferred kitchen styles.

85Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q6. Which of the following best describes the style of kitchen you [wanted/want]?

Transitional

Modern

Contemporary

Traditional

Farmhouse

Craftsman

Rustic

Cottage style

Eclectic

Industrial

Mediterranean

Mid-century modern

37%

31%

24%

19%

19%

10%

5%

6%

3%

5%

3%

5%

29%

22%

18%

27%

9%

10%

7%

5%

4%

1%

6%

1%

30%

26%

24%

21%

15%

6%

10%

11%

5%

5%

2%

2%

31%

28%

22%

22%

11%

9%

6%

6%

4%

4%

4%

4%

TARGET LOOK / STYLETop 3 Preferred


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


AppendixDesign Confidence & Use of Professionals

Only a quarter of those seeking design help use an architect for their kitchen project.

87Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)S23 / S24

USE OF ARCHITECT


52%

41%

7%12% 3%

50%46%

38%51%

Fee included inproject

Paid separatefee

Unsure

7% 6% 9% 26%UsedArchitect

18%

TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


25%

(n=8) (n=8) (n=11) (n=42) (n=61) (n=143)

Insufficient base size to display

AppendixProject Scope

Confident cooks seeking design help are most likely to have a pantry.

89Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q111. Which of the following items, if any, do you have in your kitchen?

Pantry

Separate kitchen table for eating

Landline phone

Separate island

Attached island or peninsula

TV

Computer or laptop

Voice-activated speaker and intelligent personal assistant

Desk

59%

57%

28%

36%

25%

34%

26%

21%

8%

69%

59%

38%

35%

25%

10%

10%

10%

7%

63%

51%

35%

33%

22%

13%

9%

12%

8%

73%

66%

41%

38%

28%

21%

23%

21%

10%

64%

58%

39%

34%

26%

22%

18%

16%

10%

ITEMS IN KITCHEN


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


60%

57%

46%

28%

28%

25%

16%

16%

12%

$13,417

$6,052

$5,986

$4,474

$4,685

$3,259

$1,601

$1,501

$1,562

$1049

$870

$618

$365

Cabinets are the leading area for spending, followed by appliances and countertops.

90

AVERAGE SPEND PER AREAAmong those updating area (n=30+ shown)

S21. And, thinking about the total amount [spent/you plan to spend], approximately how much [was spent/will be spent] on each of the following areas?

Entire new cabinets


New countertop

New separate island

New flooring



New backsplash

New lighting

New range hood

Paint on walls

New sink

New faucet

$11,466

$5,599

$4,558

$3,646

$3,617

$2,706

$1,307

$1,235

$1,133

$893

$692

$577

$345


TOTAL


$9,942

$6,487

$4,218

$3,996

$3,075

$2,179

$1,123

$1,060

$1,158

$845

$546

$564

$406

$10,281

$4,372

$3,684

$2,581

$2,670

$1,228

$1,129

$758

$641

$396

$518

$286

$8,076

$4,477

$3,846

$3,284

$2,811

$1,813

$1,131

$1,081

$664

$692

$560

$470

$274

$13,847

$6,201

$4,360

$3,525

$3,939

$3,303

$1,210

$1,217

$1,153

$855

$805

$559

$351



(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)

Countertops, new cabinets, flooring and appliances all contribute to the overall look and function of the kitchen.

91 Q40. In terms of the overall look and function that you want for your kitchen, how important are each of the following items in achieving these goals? (1=Not at all important; 7=Absolutely critical)

New countertop

Entire new cabinets

New flooring


New separate island

New backsplash

New sink


New lighting

New faucet


New range hood

Paint on walls

95%

93%

87%

88%

77%

73%

79%

81%

79%

70%

72%

77%

68%

94%

92%

85%

81%

88%

81%

85%

74%

78%

75%

72%

63%

92%

87%

84%

80%

81%

81%

75%

71%

76%

71%

65%

70%

69%

95%

94%

90%

91%

88%

89%

82%

81%

80%

79%

80%

75%

73%

92%

89%

85%

83%

80%

79%

77%

77%

75%

73%

72%

71%

69%

CONTRIBUTION TO OVERALL LOOK AND FUNCTIONAmong those updating area (n=30+ shown) - Top 2 Box


86%

84%

81%

76%

71%

71%

66%

69%

67%

67%

66%

64%

66%

TOTAL




(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)

AppendixResources & Pain Points

56%

49%

44%

44%

37%

33%

39%

35%

43%

39%

46%

31%

33%

32%

28%

28%

25%

29%

25%

22%

24%

Those seeking design help and techys typically use the most sources to search for ideas and inspiration for their kitchen project.

93

SOURCES FOR: IDEAS AND INSPIRATIONTotal mentions of >20% shown

Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q30. What methods [did/will] you use to get ideas/inspiration for your kitchen remodel/installation?


Home or design magazines

Home-improvement shows

Home-improvement websites


Social media


Specialty retailers

Contractors

Homes of relatives, friends, neighbors

Designers

Appliance stores

Store brochures


Manufacturers’ brochures

New model homes/design centers

Paint stores


Home-show exhibits


Home-furnishings stores

64%

58%

52%

56%

44%

52%

38%

41%

31%

41%

11%

37%

28%

28%

28%

21%

28%

9%

25%

27%

22%

60%

46%

44%

38%

39%

36%

30%

33%

24%

30%

8%

28%

28%

31%

26%

24%

21%

17%

18%

15%

13%

56%

41%

46%

39%

35%

42%

31%

29%

33%

37%

16%

23%

25%

17%

19%

18%

22%

16%

14%

21%

18%

48%

57%

45%

42%

48%

39%

52%

49%

44%

32%

59%

33%

35%

37%

36%

29%

23%

38%

21%

20%

18%

56%

50%

46%

43%

41%

39%

39%

37%

36%

36%

33%

31%

30%

30%

28%

25%

24%

24%

21%

20%

20%


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)



Those seeking design help and techys typically use the most sources for price and feature comparisons.

94

SOURCES FOR: PRICE AND FEATURE COMPARISONTotal mentions of >20% shown

Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q31. What methods [did/will] you use to look for pricing and compare product features for your kitchen remodel/installation?



Contractors

Appliance stores



Specialty retailers


Home-improvement websites

Designers


Paint stores

Social media

78%

62%

36%

45%

41%

42%

41%

35%

32%

7%

16%

29%

28%

65%

57%

30%

36%

29%

35%

29%

30%

25%

7%

15%

23%

17%

71%

52%

32%

31%

27%

24%

23%

30%

22%

11%

15%

16%

22%

58%

50%

44%

44%

47%

41%

39%

25%

26%

46%

39%

29%

19%

64%

51%

40%

38%

37%

36%

33%

27%

26%

25%

25%

24%

21%


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)


57%

43%

49%

36%

38%

36%

33%

22%

27%

36%

30%

24%

20%

ConfidentCook(21%)

StrugglingCook(30%)


18%

16%

17%

16%

14%

10%

13%

11%

22%

18%

18%

19%

18%

18%

18%

16%

Among all segments, only a few struggled with product decision.

95Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q41. How difficult or easy was it making the following decisions regarding products to buy? (1=Very difficult; 7=Very easy)

Finding the best value products

Finding productsthat fit my budget

Finding products thatwon't go out of style

Identifying products that willlook best together

Finding the right colors

Finding products with rightstyle/look for my kitchen

Finding the mostdurable products

Finding the right finish/textures

16%

22%

14%

13%

15%

16%

9%

12%

12%

13%

12%

12%

12%

9%

7%

10%

19%

22%

19%

14%

13%

14%

13%

9%

17%

17%

16%

15%

14%

13%

13%

12%

PAIN POINTS: PRODUCT DECISIONSBottom 3 Box


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)


ConfidentCook(21%)

StrugglingCook(30%)

74%

63%

25%

19%

8%

5%

Most households have joint decision-making for the design and layout of the kitchen, although designers play a role for those seeking design help.

96Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q33. Who [were/will be] the key decision makers in the design/layout of your kitchen remodel/installation?

Self

Spouse/partner

Designer

Contractor

Friend/family member

Store salesperson

80%

60%

4%

12%

9%

3%

81%

62%

3%

8%

2%

3%

77%

68%

6%

15%

11%

4%

77%

67%

29%

17%

6%

4%

78%

64%

16%

15%

7%

4%

PRIMARY DECISION MAKERS: DESIGN AND LAYOUT


TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


Most households have joint decision-making for style and color choices, although designers play a role for those seeking design help.

97Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q34. Who [were/will be] the key decision makers in the style/color choices of your kitchen remodel/installation?

PRIMARY DECISION MAKERS: STYLE/COLOR CHOICES


76%

58%

16%

6%

5%

0%

79%

60%

2%

3%

7%

1%

77%

58%

1%

2%

1%

0%

84%

56%

1%

2%

4%

0%

80%

63%

26%

5%

3%

1%

79%

59%

11%

4%

4%

1%

TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


Self

Spouse/partner

Designer

Contractor


Store salesperson

Most households have joint decision making for material and product selection, although designers play a role for those seeking design help.

98Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)Q35. Who [were/will be] the key decision makers in the material/product selection of your kitchen remodel/installation?

PRIMARY DECISION MAKERS: MATERIAL & PRODUCT SELECTION


78%

56%

21%

19%

5%

4%

85%

64%

11%

3%

9%

4%

83%

60%

12%

2%

2%

1%

76%

63%

13%

4%

6%

1%

78%

66%

18%

34%

2%

1%

80%

61%

16%

15%

5%

2%

TOTAL(n=811)


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


Self

Spouse/partner

Contractor

Designer


Store salesperson

AppendixWhat They Look Like

91%

7%

5%

3%

Confident Designer/Struggling Cook is the youngest segment.

100

DEMOGRAPHICS

Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)S1 / S2 / S4 / S5 / S6

TOTAL(n=811)

GENDER

AGE Average

ETHNICITY

REGION

51 Yrs 54 Yrs 48 Yrs 54 Yrs 52 Yrs

64% 61% 77% 62% 53%

36% 39% 23% 38% 47%Male

Female

39%

61%

91%

5%

3%

3%

94%

7%

4%

2%

91%

8%

3%

2%

91%

5%

5%

3%

Caucasian

Hispanic

Asian

Af. American

91%

4%

7%

3%

18% 23% 21% 17% 20%

25% 17% 28% 24% 27%

24% 28% 23% 31% 22%

33% 32% 27% 29% 31%South

West

Midwest

Northeast

31%

24%

26%

19%


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


52 Yrs


Those seeking design help have higher household income.

101

DEMOGRAPHICS (CONT.)

Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)S7 / C1 / C2 / C3

INCOME

MARITALSTATUS

Married /Partner

Average $138K $130K $127K $148K $138K

82% 86% 82% 82% 82%


TOTAL

(n=811)


$142K

82%

WORK:SELF

WORK:SPOUSE

63%

24%

7%

5%

60%

24%

7%

7%

44%

36%

11%

9%

63%

16%

16%

2%

54%

31%

11%

3%

Full-time

Retired

Part-time

Homemaker

58%

10%

26%

5%

58%

27%

9%

3%

61%

17%

12%

5%

49%

34%

12%

4%

70%

15%

8%

6%

51%

34%

12%

3%

Full-time

Retired

Part-time

Homemaker

58%

10%

26%

4%

Confident,

Techy Cook

(15%)

Confident, Non-

Techy Cook

(18%)

Struggling

Cook

(16%)

Confident

Cook

(21%)

Struggling

Cook

(30%)

47%

52%

41%

Confident techy cooks and struggling cooks who consider themselves confident designers are most likely to have children at home.

102

DEMOGRAPHICS (CONT.)

Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)C4 / C5 / C6 / C7

# ADULTSIN HH

CHILDRENIN HH Yes

AREALIVE

Average 2.1 2.2 2.1 2.0 2.1

42%

51%

49%

47%

40%

47%

43%

57%

37%

44%

48%

36%

Under 6

Ages 6-12

Ages 13-17

45%

42%

51%

16% 15% 16% 20% 15%

26% 28% 27% 13% 19%

58% 57% 57% 67% 66%Suburban

Rural

Urban

62%

17%

21%


TOTAL(n=811)


2.1

37% 22% 40% 15% 28%28%


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)

Confident cooks seeking design help have the highest home values and most square feet.

103

HOME PROFILE

Confident Designer: Techy Cook (n=116); Non-Techy Cook (n=138); Struggling Cook (n=128)Seek Design Help: Confident Cook (n=167); Struggling Cook (n=232)S12 / H1 / H2 / H3 / H4 / H5

REMODEL LOCATION

Primary residence

HOME AGE Average

TIME LIVEDIN HOME Average

SQUAREFEET

Average

CURRENT VALUE Average

DWELLINGTYPE House


94% 92% 97% 96% 96%97%

TOTAL(n=811)


26 Yrs 26 Yrs 24 Yrs 26 Yrs 25 Yrs24 Yrs

12 Yrs 13 Yrs 12 Yrs 14 Yrs 13 Yrs15 Yrs

2,330 2,200 2,169 2,503 2,3352,349

$382K $372K $334K $432K $392K$408K

91% 88% 89% 83% 88%88%


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)

AppendixProducts Purchased:

Cabinets

The majority select solid wood doors for their cabinets.

105Confident Designer: Techy Cook (n=88); Non-Techy Cook (n=110); Struggling Cook (n=101)Seek Design Help: Confident Cook (n=145); Struggling Cook (n=190)Q142. Which material [did/will] you purchase for the cabinet doors?

Solid wood

Glass

Laminate

Veneer

Thermofoil

MDF

Acrylic

Metal

Don't know

71%

9%

6%

3%

5%

8%

0%

1%

9%

80%

6%

8%

5%

1%

3%

0%

0%

8%

63%

1%

1%

7%

3%

0%

1%

1%

26%

75%

12%

8%

2%

1%

3%

0%

0%

11%

72%

7%

7%

4%

3%

3%

1%

1%

14%

CABINET DOOR MATERIALAmong those purchasing cabinets/doors


TOTAL(n=655)


(15%)


(18%)

StrugglingCook(16%)


ConfidentCook(21%)

StrugglingCook(30%)

71%

5%

7%

4%

5%

1%

3%

1%

17%

47%

37%

20%

0%

Cabinet finish selection is mixed; stained or painted are most popular.

106

CABINET FINISHAmong those purchasing cabinets/doors

Confident Designer: Techy Cook (n=88); Non-Techy Cook (n=110); Struggling Cook (n=101)Seek Design Help: Confident Cook (n=145); Struggling Cook (n=190)Q143. What type of finish [did/will] you get on your cabinets?

Stained

Painted

Glazed

Other

44%

44%

16%

3%

50%

42%

13%

3%

42%

43%

19%

1%

43%

38%

17%

6%

45%

40%

17%

2%


TOTAL(n=655)


(15%)


(18%)

StrugglingCook(16%)


ConfidentCook(21%)

StrugglingCook(30%)

White or off-white is preferred for cabinet color in all segments.

107Confident Designer: Techy Cook (n=49); Non-Techy Cook (n=58); Struggling Cook (n=59)Seek Design Help: Confident Cook (n=78); Struggling Cook (n=107)Q144. What color paint or glaze [did/will] you get for your cabinets?

White/off-white

Beige/tan

Gray

Brown

Black

Blue

Green

Other

78%

14%

16%

2%

0%

0%

0%

0%

66%

12%

12%

9%

2%

0%

2%

2%

64%

9%

17%

15%

5%

2%

2%

0%

67%

13%

12%

12%

1%

6%

0%

1%

66%

13%

13%

9%

3%

3%

1%

1%

CABINET PAINT/GLAZE COLORAmong those purchasing painted/glazed cabinets/doors


TOTAL(n=362)


(15%)


(18%)

StrugglingCook(16%)


ConfidentCook(21%)

StrugglingCook(30%)

63%

15%

10%

9%

5%

3%

2%

3%

44%

32%

25%

Stain colors vary, with some selecting light, medium and dark shades.

108

CABINET STAIN COLORAmong those purchasing stained cabinets/doors

Confident Designer: Techy Cook (n=39); Non-Techy Cook (n=55); Struggling Cook (n=42)Seek Design Help: Confident Cook (n=62); Struggling Cook (n=89)Q145. What color stain [did/will] you get for your cabinets?

Medium wood grain

Natural/light wood grain

Dark wood grain

41%

31%

36%

55%

31%

20%

43%

19%

36%

32%

37%

34%

42%

31%

29%


TOTAL(n=297)


(15%)


(18%)

StrugglingCook(16%)


ConfidentCook(21%)

StrugglingCook(30%)


Appliances

89%

75%

75%

73%

44%

29%

All segments select multiple new appliances for their kitchen.

110

APPLIANCESAmong those purchasing appliances

Confident Designer: Techy Cook (n=82); Non-Techy Cook (n=99); Struggling Cook (n=92)Seek Design Help: Confident Cook (n=141); Struggling Cook (n=161)Q121. What type(s) of appliances [did/will] you purchase for your kitchen?

Refrigerator

Dishwasher

Microwave

Range

Cooktop

Wall oven

87%

85%

71%

74%

38%

26%

92%

83%

68%

67%

36%

25%

84%

76%

77%

74%

33%

27%

87%

82%

84%

70%

43%

42%

88%

80%

76%

71%

40%

32%


TOTAL(n=594)


(15%)


(18%)

StrugglingCook(16%)


ConfidentCook(21%)

StrugglingCook(30%)

Among those purchasing a range or oven, more than half select convection ovens.

111

COOKING FEATURESAmong those purchasing range, oven or cooktop

Confident Designer: Techy Cook (n=79); Non-Techy Cook (n=91); Struggling Cook (n=84)Seek Design Help: Confident Cook (n=132); Struggling Cook (n=151)Q122. What cooking features [did you/will you likely] purchase?

Convection oven

Induction (electric)

Dual fuel

Wi-Fi connectivityto range/oven

Steam oven

Pizza oven

None of the above

66%

11%

8%

8%

3%

3%

24%

55%

14%

8%

2%

1%

2%

40%

63%

8%

2%

4%

4%

2%

33%

61%

20%

8%

10%

4%

1%

29%

60%

16%

7%

6%

3%

3%

32%


TOTAL(n=553)


54%

17%

7%

4%

4%

4%

37%


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


Countertops and Backsplashes

Few in any segment mix countertop materials throughout the kitchen.

113Confident Designer: Techy Cook (n=112); Non-Techy Cook (n=136); Struggling Cook (n=126)Seek Design Help: Confident Cook (n=166); Struggling Cook (n=219)Q131. Did you purchase all the same countertops for kitchen or did you mix two different types or styles for an accent area?

88%

12%12% 11% 6% 12% 15%

88% 89% 94% 88% 85%

All samestyle/material

Mixed countertopsfor different areas

COUNTERTOP STYLEAmong those purchasing countertop


TOTAL(n=787)


(15%)


(18%)

StrugglingCook(16%)


ConfidentCook(21%)

StrugglingCook(30%)

Quartz and other natural stones are the top selections for countertop materials.

114

COUNTERTOP MATERIALAmong those purchasing countertop

Confident Designer: Techy Cook (n=112); Non-Techy Cook (n=136); Struggling Cook (n=126)Seek Design Help: Confident Cook (n=166); Struggling Cook (n=219)Q132. What is the predominate type and color of kitchen countertop material that you purchased?

Other natural stone

Quartz

Solid surface

Laminate

Wood

Concrete

Tile

55%

22%

11%

6%

2%

2%

3%

52%

24%

13%

5%

2%

2%

1%

48%

27%

8%

10%

5%

2%

0%

53%

33%

5%

3%

1%

3%

1%

50%

28%

9%

6%

3%

2%

2%


TOTAL(n=787)


(15%)


(18%)

StrugglingCook(16%)


ConfidentCook(21%)

StrugglingCook(30%)

46%

30%

9%

6%

5%

2%

2%

(e.g., Formica, Wilsonart, LaminArt)

(e.g. Silestone, Cambria, Caesarstone, LG)

(e.g. Granite, Soapstone, Slate, Marble)

Countertop color choices are driven by personal preferences and vary within segment; some differences emerge by segment.

115

COUNTERTOP COLORAmong those purchasing countertop

Confident Designer: Techy Cook (n=112); Non-Techy Cook (n=136); Struggling Cook (n=126)Seek Design Help: Confident Cook (n=166); Struggling Cook (n=219)Q132. What is the predominate type and color of kitchen countertop material that you purchased?

Brown/tan

White/off-white

Gray

Black

Blue

Green

Other

27%

30%

22%

16%

1%

3%

2%

41%

24%

23%

6%

2%

3%

2%

36%

29%

21%

8%

1%

2%

1%

24%

35%

20%

11%

4%

1%

2%

30%

28%

23%

10%

3%

3%

2%


TOTAL(n=787)


27%

23%

29%

8%

5%

3%

1%

16% of techy cooks show

interest in black

White countertops lead among confident cooks who seek

design help


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)

Glass and smooth tile account for more than half of backsplashes chosen.

116Confident Designer: Techy Cook (n=95); Non-Techy Cook (n=112); Struggling Cook (n=108)Seek Design Help: Confident Cook (n=140); Struggling Cook (n=184)Q181. What type of material [is your backsplash/will your backsplash be]?

Glass tile

Smooth tile

Tumbled tile

Granite

Laminate

Wood

Paint

Other

35%

27%

16%

4%

2%

1%

1%

12%

38%

33%

12%

5%

3%

2%

1%

5%

33%

36%

20%

0%

2%

0%

2%

6%

36%

31%

19%

3%

0%

1%

0%

9%

34%

32%

16%

4%

2%

1%

1%

7%

BACKSPLASH MATERIALAmong those purchasing backsplash


TOTAL(n=664)


30%

33%

13%

5%

3%

2%

1%

7%


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)


Flooring

Hardwood flooring and ceramic tile are selected most often for kitchen flooring.

118

FLOORING TYPEAmong those purchasing f looring

Confident Designer: Techy Cook (n=87); Non-Techy Cook (n=102); Struggling Cook (n=107)Seek Design Help: Confident Cook (n=119); Struggling Cook (n=171)Q171. Which type of new flooring [did/will] you purchase for your kitchen?

Hardwood

Ceramic tile

Vinyl

Laminate

Stone

Bamboo

Cork

Other

40%

26%

10%

8%

5%

5%

1%

3%

31%

30%

18%

12%

4%

3%

0%

2%

33%

29%

14%

10%

7%

4%

2%

2%

36%

36%

5%

8%

4%

3%

2%

2%

36%

31%

12%

9%

5%

4%

1%

2%


TOTAL(n=608)


37%

30%

12%

7%

6%

4%

1%

1%


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)

Wood tones and flooring colors vary within segments.

119

FLOORING COLOR/TONEAmong those purchasing f looring

Confident Designer: Techy Cook (n=87); Non-Techy Cook (n=102); Struggling Cook (n=107)Seek Design Help: Confident Cook (n=119); Struggling Cook (n=171)Q172. What [is/will be] the color/tone for your new flooring?

Wood Tones (NET)

Oak

Walnut

Maple

Cherry

Hickory

Ebony

Other wood tone

Solid Colors (NET)

Gray

Beige/tan

White/off-white

Brown

Other color

66%

21%

18%

10%

6%

3%

3%

3%

34%

9%

12%

7%

1%

5%

57%

15%

17%

8%

5%

5%

2%

5%

43%

19%

16%

3%

5%

1%

60%

19%

15%

11%

4%

4%

7%

1%

40%

14%

13%

5%

4%

4%

63%

17%

13%

11%

6%

5%

4%

3%

37%

16%

8%

6%

2%

3%

62%

19%

15%

10%

6%

4%

4%

3%

38%

13%

11%

6%

4%

2%


TOTAL(n=608)


64%

22%

15%

9%

9%

4%

4%

1%

36%

10%

10%

7%

6%

1%


(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)

AppendixProducts Purchased:Faucets and Sinks

Few kitchens have more than one faucet.

121Confident Designer: Techy Cook (n=98); Non-Techy Cook (n=126); Struggling Cook (n=106)Seek Design Help: Confident Cook (n=148); Struggling Cook (n=192)Q151. How many faucets [did/will] you purchase for your kitchen?

86%

14%14% 10% 7% 13% 19%

86% 90% 93% 87% 81%One

Two or more

NUMBER OF FAUCETSAmong those purchasing faucets


TOTAL(n=691)


(15%)


(18%)

StrugglingCook(16%)


ConfidentCook(21%)

StrugglingCook(30%)

Confident cooks seeking design help are the group most likely to seek hands-free kitchen faucets.

122Confident Designer: Techy Cook (n=98); Non-Techy Cook (n=126); Struggling Cook (n=106)Seek Design Help: Confident Cook (n=148); Struggling Cook (n=192)Q152. Please select the one that best describes how to activate your kitchen sink faucet.

75%

12%

8%

5%1% 3% 5% 9% 6%8% 6% 8%8% 9%10% 7%

9%18%

10%

81% 84% 78%65%

75%

Handle

Hands-free faucetwith sensor

On/off "touch"activation

Other/unsure

FAUCET ACTIVATION METHODAmong those purchasing faucets


TOTAL(n=691)



(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)

34%

29%

20%

14%

32%

Kitchen faucet features are mostly similar across segments.

123

FAUCET FEATURESAmong those purchasing faucets

Confident Designer: Techy Cook (n=98); Non-Techy Cook (n=126); Struggling Cook (n=106)Seek Design Help: Confident Cook (n=148); Struggling Cook (n=192)Q153. [Does/Will] your kitchen sink faucet include any of the following features?

360 degree swivel

Fingerprint/spot resistant

Built-in water filter

Pot filler

None of these

39%

20%

13%

15%

42%

29%

26%

12%

15%

44%

25%

29%

9%

11%

49%

34%

30%

24%

14%

40%

32%

28%

17%

15%

40%


TOTAL(n=691)


(15%)


(18%)

StrugglingCook(16%)


ConfidentCook(21%)

StrugglingCook(30%)

Most segments purchase one sink for their kitchen.

124Confident Designer: Techy Cook (n=97); Non-Techy Cook (n=126); Struggling Cook (n=115)Seek Design Help: Confident Cook (n=148); Struggling Cook (n=199)Q161. How many kitchen sinks [did/will] you purchase for your kitchen?

NUMBER OF SINKSAmong those purchasing sinks


TOTAL(n=709)


(15%)


(18%)

StrugglingCook(16%)


ConfidentCook(21%)

StrugglingCook(30%)

83%

17%20%11% 14% 17% 19%

80%89% 86% 83% 81%

One

Two or more

Across all segments, half or more select undermount sinks.

125Confident Designer: Techy Cook (n=97); Non-Techy Cook (n=126); Struggling Cook (n=115)Seek Design Help: Confident Cook (n=148); Struggling Cook (n=199)Q162. Which of the following features describe your most [recent/upcoming] kitchen sink purchase?

51%

20%

19%

10%

3% 8% 7% 11% 14%21% 14%

23% 15%20%

21%18%

20%20%

21%

55% 60%50% 54%

45%Undermount

Farmhouse/apron

Overmount/drop-in

Other/unsure

SINK STYLEAmong those purchasing sink


TOTAL(n=709)



(15%)


(18%)

StrugglingCook(16%)

ConfidentCook(21%)

StrugglingCook(30%)

All NKBA market research reports are available through the NKBA Store at https://store.nkba.org

About the National Kitchen & Bath Association and the Kitchen & Bath Industry ShowThe National Kitchen & Bath Association (NKBA) is the not-for-profit trade association that owns the Kitchen & Bath Industry Show® (KBIS), as part of Design & Construction Week® (DCW). With nearly 14,000 member companies representing tens of thousands of members in all segments of the kitchen and bath industry, the NKBA has educated and led the industry since the association’s founding in 1963. The NKBA envisions a world where everyone enjoys safe, beautiful and functional kitchen and bath spaces. The mission of the NKBA is to inspire, lead and empower the kitchen and bath industry through the creations of certifications, marketplaces and networks.

For more information, visit www.NKBA.org or call 1-800-THE-NKBA (843-6522).

KBIS® and NKBA® are registered trademarks of the National Kitchen & Bath Association.

Documents

NKBA Lifestyle Segmentation Report - FINAL (April 20, 2018)€¦ · lifestyles have during the kitchen remodel / installation process: ü Project scope and spend ü Assistance needs