New Kitchens (and Appliances) Lead to Healthier Lifestyles

BY Courtney Huckabay
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For many, a new kitchen means a healthier lifestyle, according to the 2017 U.S. Houzz Kitchen Trends Survey. The survey of more than 2,700 U.S. homeowners using Houzz who are in the midst of renos, are planning remodels, or recently completed a kitchen renovation project revealed that a third of kitchen updaters report a healthier lifestyle post-​renovation (33 percent). That includes cooking more meals at home (41 percent), with three-​quarters cooking five or more meals at home per week (76 percent).

Kitchen appliance retailers can jump on this healthy cooking opportunity. Promoting healthy habits after the kitchen reno could grab the attention of the 17% who said they intended to purchase new kitchen appliances in the AudienceSCAN survey.

Countertops are top of mind.
While backsplashes and sinks are close behind, 95% of renovating homeowners list countertops as their primary kitchen upgrade.

While stainless steel appliances continue to be the norm (72 percent), seven percent of homeowners opt for trendy black stainless steel.

Showcase the latest stainless steel appliances in banner ads. The new AudienceSCAN survey found 35% of Major Kitchen Appliance Shoppers took action after seeing internet banner ads in the past 30 days.

Houzz research from the past three years shows that only one in six Millennial homeowners and one in twelve older renovators start a kitchen renovation to improve the resale value of their home in preparation for a sale,” said Nino Sitchinava, principal economist at Houzz. “With the growing trend of homeowners choosing to stay in their home for the long-​term, the return on investment from a kitchen remodel is less tangible, measured in healthier habits and more face-​time with family and friends instead of dollars.”

Looks are the top triggers.
When it comes to what motivates people to tackle a kitchen renovation, unsurprisingly 43% said it was because they “can no longer stand the old kitchen.”

When shoppers see those gleaming, fresh appliances in TV commercials, they'll be reminded of how much they can't stand their old ones. The new AudienceSCAN study revealed 47% of Major Kitchen Appliance Shoppers took action after watching television (over-​the-​air, online, mobile or tablet) spots in the past month.

Professional hiring remains high: Similar to last year, the majority of homeowners hire professionals for their kitchen renovations (88 percent), including general contractors (54 percent) and kitchen remodelers (10 percent). Design specialists, such as kitchen designers (25 percent), interior designers (14 percent), and architects (14 percent), are also in very high demand.

Spending on the rise: Spend on kitchen renovations increased again in 2016. Nearly one in 10 homeowners spent more than $100K on a completed kitchen renovation in 2016 (nine percent), up from seven percent the two years prior. Another 20 percent spent between $50K and $100K.

Who wants to hand-wash?
Dishwashers are at the top of the list of appliances that homeowners choose to upgrade during a renovation, with gas ranges and cooktops also on the rise. Only 1% opt for a pizza oven.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.