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KITCHEN PURCHASING TRENDS

CONSUMER INSIGHT REPORT

2018 EDITION

Researched and compiled by Trend-Monitor

KITCHEN PURCHASING TRENDS, CONSUMER INSIGHT 2018 - Researched and compiled by Trend-Monitor1 |

TREND-MONITOR provides a flexible, cost-effective way to access the latest consumer insight, trend analysis and market data for kitchen, bathroom and surfaces brands.

Looking beyond the latest design and colour fads, Trend-Monitor assesses how factors such as shifts in social behaviour, demographic changes and technological developments will influence our home life in the future and ultimately the kind of products we will buy for our kitchens, bathrooms and surface areas. This information takes the risk and guesswork out of new product development,

range reviews and merchandising, and strengthens engagement with target markets.

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As the kitchen continues to move from a utilitarian area to the entertainment and

leisure hub of the home, the decisions driving a new kitchen installation become more

complicated as the kitchen space is forced to accommodate an often diverse range of

activities.

Cooking is now a lifestyle statement, fuelled by TV cookery programs, the restaurant

trade and overseas travel, creating the need for even more kitchen space, when in

fact the kitchens in our new-build homes now are 13% smaller than they were in the

1960’s.

With the explosion of the internet as a research tool and the growth of online

influencers, the balance of power has moved from the retail outlets and into the

hands of the consumer who, armed with their tablet or smartphone, has access to

any number of design ideas, brands, products and retail outlets.

This report unravels how these new savvy consumers negotiate the purchase of

a complete new kitchen. Starting by investigating the motivations behind the

decision to replace an existing kitchen, moving onto research undertaken prior to

purchase and the effectiveness of this research, the planning methods used, plus the

anticipated and actual kitchen budget. We look at how the retail outlet is chosen,

highlighting the barriers and influences to sales throughout the consumer journey,

and finishing by understanding how the whole process could be improved.

Jane Blakeborough

Research Director

Trend-Monitor Ltd

FOREWORD

Welcome to the 2018 TREND-MONITOR consumer insight report into

kitchen purchasing trends.

http://www.trend-monitor.co.uk

www.trend-monitor.co.uk2 |

CONTENTS

3

Methodology

4

Key Findings

5

Survey Respondents

6

UK Kitchen Market

7

Section One Motivating Factors

Section Two Research Prior to Purchase 10

? ? ?

14

Section Three Planning & Designing 16

Section FourKitchen Budget

Section FiveKitchen Units

18

20

Section Six Choice of Retail Outlet 22

Section SevenKitchen Worktops

Section EightKitchen Appliances

24

27

Section NineKitchen Lighting

28

Section TenKitchen Installation

Chart 1 - Purchase Triggers

Chart 2 - Previous Kitchen Dislikes

Chart 3 - Kitchen Replacement Cycle

Chart 4 - Undertaking Research

Chart 5 - Initial Intent when Researching

Chart 6 - All Research Resources Used

Chart 7 - Most Useful Research

Chart 8 - Using a Planning Service

Chart 9 - Kitchen Budget

Chart 10 - Anticipated Budget

Chart 11 - Choice of Retail Outlet - Units

Chart 12 - Reason for Choice of Units Retailer

Chart 13 - Choice of Retail Outlet - Worktops

Chart 14 - Kitchen Appliances Included

Chart 15 - Choice of Retail Outlet - Appliances

Chart 16 - Reasons for Choice of Appliance Retailer

Chart 17 - Choosing a Kitchen Fitter

Chart 18 - Difficult Aspects of Kitchen Installation

List of Charts


METHODOLOGY

The data for this research was collected via an online survey which was live during August 2018.

The survey was completed by a nationally representative sample of 503 UK householders who had installed a complete new kitchen within the past two years. An infographic showing a full break-down of the respondent sample can be found on Page 5 of this report.

The survey included 35 qualitative multi-choice questions which followed the purchase process of a complete new kitchen installation. Respondents were also asked 6 questions about their household circumstances for statistical purposes only.

Trend-Monitor partnered with Panelbase to gain access to a suitable online respondent panel. Panelbase supports and strictly adheres to the standards and guidelines set out by ESOMAR: www.esomar.org. Panelbase are also MRS company partners www.mrs.org.uk.

Notes A number of questions in the survey required the respondent to select more than one response and therefore the percentages with regards to this type of questions will not add up to 100%

The structure of the survey allowed respondents to skip questions which were not relevant to their circumstances, therefore some charts may have a base of less than the full survey sample.

Certain questions asked respondents to indicate a design style or product type and in these instances images were shown to the respondents. The same images are used throughout the report within the relevant section.

For the purposes of the report, the different retail outlets were categorised as follows:-

• DIY Chain eg B&Q, Homebase• Local Independent Specalist Kitchen Retailer• Specialist Kitchen Retail Chain eg Magnet, Wren• Trade Only Kitchen Outlet eg Howdens, Benchmax• Builders Merchants eg Jewsons, Screwfix• High Street Retailer with Kitchen Dept eg John Lewis, Ikea• Online Only Kitchen Outlet eg directonlinekitchens.co.uk• Local joiner/cabinet maker• Electrical Outlet eg Currys• Online Only Electrical Retailer eg appliancesdirect.co.uk• Catalogue Retailer eg Argos• Online General Retailer eg Amazon, Very• Kitchen Worktop Specialist• Online only worktop supplier

Access and interrogate the data behind the charts in this report by upgrading to our

‘Interactive Insight Partner Package’.

Additional charts and data included.

Find out more at www.trend-monitor.co.uk/partner


KEY FINDINGS

1Aesthetics versus Practicalities

The decision to replace an existing kitchen is driven more by aesthetics than practicalities, with 60% of new kitchen

installations being undertaken because the current kitchen is ‘outdated’.

2

4

5

3

Seeking Design Inspiration 89% of householders undertake some kind of research prior to

purchasing their new kitchen, with ‘design inspiration’ being their primary research intent.

Planning It Themselves

1 in 4 new kitchen installations are planned by the householder themselves rather than using an external planning service. This

includes 5% of new kitchens which keep the same layout as before.

Over Budget One third of householders go over the budget they originally

set for themselves, with over a quarter of householders finding ‘keeping within a budget’ the most difficult aspect of installing a

new kitchen

Shopping Around Householders are shopping around when buying their kitchens, with less than half of householders buying everything from the

same retail outlet.


ABOUT THE SURVEY RESPONDENTS

LOCATION

5% 7%

8%

SCOTLAND

4%

NORTH EAST

2%

N. IRELAND

8%

YORKSHIRE

12%

NORTHWEST

9%

EAST ANGLIA

13%

9%

9%

SOUTH WEST

LONDON

14%

SOUTH EAST

WESTMIDLANDS

WALES EAST MIDLANDS

AGE GROUP

HOME OWNER OR TENANT

90% 10%OWN RENT

SOCIAL GRADING

A

B

C1

C2

D

E

11% 30% 28% 16% 8% 7%

HOUSEHOLD INCOME

23%

43%

19%

10%

1% 2%

Un

de

r £

25

k

£2

5k -

£5

0k

£5

0k -

£7

5k

£7

5k -

£10

0k

£12

5k -

£15

0k

Ove

r £

150

kHOUSEHOLD STRUCTURE

COUPLE WITHOUT DEPENDENT CHILDREN

COUPLE WITH DEPENDENT CHILDREN

SINGLE/LIVING ALONE

SINGLE WITH DEPENDENT CHILDREN

HOUSE-SHARE WITH FRIEND OR FAMILY MEMBER

SINGLE LIVING WITH ELDERLY

RELATIVES

40% 37% 12%

4% 6% 1%

GENDER

FEMALE

51% 49%MALE

503 UK HOUSEHOLDERS

25-3

4

18%

35-4

4

17%

45-5

4

18%

55-6

4

16%

65+

24%

20-2

4

8%

2%

£10

0k -

£12

50

k


THE UK KITCHEN MARKET

2017 saw the number of new kitchens installed into UK permanent residential dwellingsincrease once more and exceed 1.2million. Thus 2017 kitchen installations were 25% higher

than in 2012, albeit with an inconsistant growth rate over the past 5 years.

MARKET GROWTH

The majority of home appliances are now ‘smart-ready’ with connected features as standard. As consumers replace their kitchen appliances in the coming years, there will be a gradual escalation of Smart Home adoption with smart appliances becoming mainstream rather than luxury items.

SMART HOME TECHNOLOGY

The total UK major kitchen product market in 2017 is calculated to be worth £6.725Bn, an increase of 4.25% on 2016. This is compared to 6.6% growth in 2016 on 2015.

TOTAL MARKET SIZE

Initial projections for 2018 suggest the lower levels of new build activity are negatively impacting on kitchen installation numbers which will be slightly down on 2017 levels. Market value growth is currently projected at only 2.6%, driven almost entirely by MSP rises passed on to consumers.

NEW BUILD ACTIVITY

The changing nature of properties being built in the UK may challenge value growth in the medium-term. Smaller new build properties resulting in restricted kitchen space are likely to have a considerable impact on overall kitchen spend, and maximising worktop space and storage will

become a primary consideration for kitchen design.

SMALLER KITCHENS

In 2017 the DIY multiples lost considerable share following the collapse in Homebase’s sales and it is unlikely that other DIY multiples will pick up these sales, rather it is thought that Wren and Ikea

will benefit and gain this share of the UK kitchen market.

CHANGES IN CHANNEL SHARE

Market Drivers

* Source: Trend-Monitor / JKMR UK Fitted Kitchen Market Overview Report 2018 Available to Trend-Monitor Insight Partners from November 2018

https://trend-monitor.co.uk/fitted-kitchen-market-uk-overview-2018/

https://trend-monitor.co.uk/fitted-kitchen-market-uk-overview-2018/


Chart 1: Kitchen Purchase Triggers

Aesthetics rather than lifestyle changes account for almost 60% new kitchen installations, with householders simply wanting to update their previous kitchen.

A fifth of new kitchen installations follow a recent house move.

1 in 10 new kitchens were fitted as part of a wider home renovation.

BASE: 503

SECTION ONE: MOTIVATING FACTORS

Mobility, disability or age-related issues are least likely to trigger a new kitchen installation.


Again aesthetics is shown to be a primary concern for householders, with the ‘old fashioned design’ of being the most disliked aspect of their previous kitchen for 27% of

householders.

The lack of work surfaces concerned 20% of householders, closely followed by the lack of storage space.

Appliances were the concern of 18% of householders, either by the poor location of the appliances or inefficiency of the appliances.

BASE: 503

The lack of ‘communal space’ came surprising low on the list of ‘disliked aspects’ at 8.5%, which could either indicate that householders felt that they already had enough space for

socialising or that this was low on their list of priorities.

Chart 2: Previous Kitchen Dislikes






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1/3of kitchens replaced within the last two

years were over 10 years old.

1 in 5 new kitchen installations are replacing relatively new kitchens i.e. those under

4 years old.

BASE: 503

Chart 3: Kitchen Replacement Cycle


Age of kitchen being replaced


Chart 4: Undertaking Research

50% of households who did not research prior to purchase were aged over 55.

The kitchen fitter supplied the kitchen units for 18% of householders who did not research prior to purchase, compared to only 3% of those who did research prior to purchase

BASE: 503

SECTION TWO: RESEARCH PRIOR TO PURCHASE





Almost 90% of householders who installed a new kitchen within the past 2 years did some kind of research prior to purchase.

http://www.trend-monitor.co.uk/partner


1/3of householders indicated their initial

intention when researching was to find design inspiration rather than what was available to them within

their budget.

3 in 10householders who started their

research looking at product prices went on to go over their anticipated

budget.

Base 447 (householders who did research prior to purchase)

25%of householders started their

research by locating a local retail outlet which corresponds with later

charts showing that ‘being able to see and feel products’ is very important when purchasing new

kitchen products.

Chart 5: Initial Intent When Researching



SECTION TWO: RESEARCH PRIOR TO PURCHASEChart 6: All Research Resources Used


Media resources are the least likely to be used as research by kitchen consumers.

Overall the most popular way to research prior to purchase is by visiting kitchen product manufacturers’ websites. However 8.3% of householders didn’t research online at all.

More householders researched by visiting retail outlets than other research types prior to purchasing their new kitchen.


Although householders found a wide spread of research

resources across the different mediums to be useful, the top

three most useful research resources proved to be research

undertaken at retail outlets.

Despite more householders researching at Builders Merchants than any other retailer type, none indicated that this was their ‘most useful’ research resource, and the ‘most

useful’ research resource was DIY Outlets (12%) which corresponds with the popularity of DIY outlets as the retailer type of choice for new kitchen installations

Almost a quarter of households found online research in some variation to be the most useful methods of research, with kitchen manufacturers websites coming top of the list.

Chart 7: Most Useful Method Research




Chart 8: Using a Planning Service

28% of new kitchen installations are planned by the householder themselves rather than using an external planning service.

The planning service provided by a Specialist Kitchen Retailer Chain was marginally the most popular external planning service.

BASE: 503

SECTION THREE: PLANNING AND DESIGNING THE NEW KITCHEN

A householder is just as likely to plan their new kitchen on a piece of paper themselves as ask an independent kitchen installer to plan it for them.

Only 1 in 8 householders had their kitchen planned by a DIY Outlet despite 1 in 4 buying their kitchen units from this retailer type.

Using online design software is the least popular method of planning a new kitchen.

56% of householders who kept the same layout as their previous kitchen had an overall kitchen budget of under £4000.

93% of kitchens with a budget over £20k are being planned using a professional planning service.


Kitchen Layouts

SECTION THREE: PLANNING AND DESIGNING THE NEW KITCHEN

L-Shaped U-Shaped

Galley G-Shaped

L-Shaped with island U-Shaped with island

One wall

21.7%

17.3% 15.5%

10.9%8.2%

4.29%L-shaped and U-shaped kitchens continue to be the most popular

layouts, accounting for 44% of the new kitchen market.

With a combined total of 19%, kitchen islands stand at the third most popular layout for new kitchens installed within the last two years.

22.3%

BASE: 503


Chart 9: Kitchen Budget

The average budget for a new complete kitchen installation is £11,000.

The most common budget cohort with one fifth of kitchen installations is £4,001-£7,000.

BASE: 503

SECTION FOUR: KITCHEN BUDGET

More than a third of householders spent over £10,000 on their new kitchens.

At the lower end of the budget scale, the DIY outlets are the retail outlet of choice.

By the time the kitchen budget reachs £15k, the specialist kitchen retailers (independent and chain) have taken over as the retail outlet of choice.

Access and interrogate the data behind the charts in this report by upgrading to our ‘

Interactive Insight Partner Package’.




Chart 10: Anticipated Budget

35% of householders went over the budget

they had initially anticipated for their new kitchen

SECTION FOUR: KITCHEN BUDGET

Base 503

As the budget increased, so did the number of householders who breached their anticipated budget. The exception to this being those householders who spent over £40K,

possibly due to budget becoming less of an issue at this level of expenditure


Kitchen Design Styles

SECTION FIVE: KITCHEN UNITSBase 503

‘Contemporary’ Style

48.7%

Contemporary kitchens are by far the most popular style of kitchen accounting for almost half of all new kitchens installed in the last two years. There is, however, evidence that this style

has declined in popularity over the 2-year timescale

‘Minimal’ Style

12.7%

The Minimal style is very popular within the mid-range budgets and almost half of kitchens in this style are purchased via a kitchen specialist retailer, either independent or chain.

‘Traditional’ Style

10.3%

Never the most popular style, but nonetheless a consistent presence in the kitchen market. This style is surprisingly popular amongst the younger age-groupings, who are

purchasing via the DIY outlets

‘Shaker’ Style

10.1%

Another style popular within the mid-range budgets, although purchase of this style is more likely to be via a high street

retailer with kitchen dept


Kitchen Design Styles

SECTION FIVE: KITCHEN UNITS

‘Farmhouse’ Style

8%

Similar to ‘Traditional’, but less popular as this style relys on open shelving and glass-fronted display cabinets, which goes against the more predominent trend for uncluttered spaces.

‘Craftsman’ Style

8%

Another style similar to ‘Traditional’, but in dark wood. Due to the often bespoke nature of the units, this is the style most

likely to be supplied by a local joiner or cabinet maker.

‘Industrial’ Style

2.2%

Despite the popularity of this style in interior design magazines and social media feeds, ‘Industrial’ style kitchens only account

for 2.2% of the kitchens installed over the past 2 years.






Chart 11: Choice of retail outlet for kitchen units

Local independent specialist kitchen retailers and specialist kitchen retailer chains each claimed 19% of new kitchen installations.

5% of householders used a kitchen fitter to supply everything for their new kitchen.

SECTION SIX: KITCHEN RETAIL OUTLET

Base 503

1 in 4 householders purchased their kitchen units from a DIY Outlet.






Chart 12: Reason for Choice of Retail Outlet - Units

Overall, product quality is the key reason for choosing a retail outlet, 12 points ahead of being able to ‘see and touch products in a showroom’ as the second reason.

The retailer having produced a good kitchen plan/design is the third most likely reason a retail outlet is chosen.

There are some significant choice differences between the different retailer types which gives an indication as to what drives/motivates their customer base:-

- ‘Cheapest prices’ are important to DIY outlet customers - A ‘Design and Installation service’ is important to Specialist kitchen

retailer chain customers

- ‘Kitchen fitter recommendation’ is the primary reason customers purchase from a Trade only kitchen outlet, and the secondary reason they purchase from a local joiner or cabinet maker.

- Using a ‘local company’ is important to customers who purchase from a local independent kitchen retailer.

- Purchasing from an ‘established company’ is important to Builders

Merchant customers.

SECTION SIX: KITCHEN RETAIL OUTLET

BASE: 503


Worktop Types

SECTION SEVEN: KITCHEN WORKTOPS

Quartz Compact LaminateSolid Wood

Porcelain

Solid Surface19.1%

12.1%

Granite14.5%

8.7%9.9%

7.6%

Laminate worktops continue to be the most common worktop type with over a quarter of households choosing

laminate for their new kitchen in the past 2 years. Laminate has however lost significant share when compared to previous research by Trend-Monitor, which showed

laminate to have been installed by 48% of householders over the past 10 years.

(Source: Trend-Monitor Kitchen Worktop Performance, Consumer Insight

Report 2018)

Solid Surface worktops have also lost share from 24% to 19%, whereas Granite has increased share by 7.5%, Quartz by 10%, Solid Wood by 2% and Porcelain by 6.6%

Laminate 26.6%

BASE: 503

2.2% of kitchens have more than one worktop type, of which Solid Wood was the most common second choice.

https://trend-monitor.co.uk/kitchen-worktop-performance-report-2018/



Chart 13: Choice of retail outlet for worktops

Almost 80% of kitchen worktops are purchased at the same place as the kitchen units.

A kitchen worktop specialist is the most likely retail outlet to benefit from householders deciding to purchase their worktop from a different retail outlet to their kitchen units.

BASE: 481

SECTION SEVEN: KITCHEN WORKTOPS

The DIY outlets and Specialist Retail Chains have the highest retention levels for both kitchen units and worktops.

The Trade only outlets and Builders Merchants are the most likely to lose worktop business to another outlet type.

See ‘Trend-Monitor Kitchen Worktop Performance, Consumer Insight Report 2018’ for more

information regarding worktop purchase decisions.




95% of new kitchen installations include new appliances as part of the purchase (as opposed to re-using old appliances). Half of the new kitchens which re-

used appliances had a budget of under £4k.

The popularity of built-in ovens can clearly be seen here with 63% of kitchens now including this appliance type.

BASE: 503

The wine fridge/cooler is moving away from its luxury status with 58% of those purchased being installed into mid-price kitchens (£7k-£20k).

Chart 14: Kitchen Appliances included in new kitchen installation

SECTION EIGHT: KITCHEN APPLIANCES

See ‘Trend-Monitor - JKMR UK Integrated Major Domestic Appliances Market 2017’ for more

information about the kitchen appliance market.

1 in 5 kitchens installed within the past 2 years include a boiling (hot) water tap.

https://trend-monitor.co.uk/uk-integrated-major-domestic-appliances-market-2017/

https://trend-monitor.co.uk/uk-integrated-major-domestic-appliances-market-2017/


Almost half of appliances purchased for a new kitchen installation

are purchased from a different retail outlet to

the kitchen units.

An Electrical Retailer is the outlet type most likely to benefit from householders shopping around for their appliances.

The High Street Retailers with Kitchen Dept and Specialist Kitchen

Retail Chains had the best customer retention for kitchen appliances.

Chart 15: Choice of Appliance Retail Outlet


Base 481

The Trade only outlets and DIY

outlets are the most likely to lose the appliance purchase to a different

retail outlet type.


The higher brand awareness within the appliance market enables price comparison and this is clearly shown by the 60% of appliance purchases made from a retail outlet that gave the

best price for the brand of choice.

Product quality is a secondary decision when it comes to appliances as greater awareness of brand hierarchy means consumers may have already made that decision within their

brand choice.

BASE: 447

The kitchen fitter has less influence over the choice of appliance compared to kitchen units, whereas product availability and online reviews have a greater influence than with kitchen

units.

Chart 16: Reasons for Choice of Appliance Retailer







Kitchen lighting, in its various forms, has grown in

popularity over the past 2 years.

60% of kitchens installed between 1-2 years ago had some kind of kitchen lighting as shown above. This increases to 71% of kitchens fitted over the past 6 months that

include some kind of kitchen lighting.

Lighting included in new kitchen installations

SECTION NINE: KITCHEN LIGHTING

Base 447

Lighting positioned under wall units continues to be the most popular form of kitchen lighting.

Lighting under wall units - 46.5%

Lighting under base units - 14%

Pendant Lighting - 15%

Internal drawer lighting - 8.5%


The kitchen retailer influences the choice of 40% of kitchen fitters, either because they offer an in-house installation service, or they recommend an out-sourced kitchen fitter.

20% of kitchens are fitted either by the householder themselves or by a family member/friend.

BASE: 503

Online recommendation websites such as Checkatrade have the least influence over choice of kitchen fitter (4.4%).

Chart 17: Choosing a Kitchen Fitter

SECTION TEN: KITCHEN INSTALLATION






75% of householders are ‘very happy, with their new kitchen installation and 24% were ‘quite happy’, leaving only 1% who were ‘not happy’ with their new kitchen

Budget control is the key to kitchen satisfaction - the more over their budget householders

went, the less satisfied they were with the end result.


People whose final spending was the same or less than anticipated were happier with the end result.

The importance of purchasing quality products for the kitchen was highlighted in this section, with an overall 43% indicating they would improve their new kitchen with better

quality products, either worktops, units or appliances.

The three key areas of improvement (with an equal score) are:

Better quality worktopsMore natural light or lighting

More storage


Keeping with a budget is the most difficult aspect of installing a new kitchen and 27% of householders indicating that this was the area they struggled with.

Unsurprisingly, householders with the lower budget had more difficulties with this aspect than those with mid-range budgets. However, there are some indications that householders

who spend over £30K on their kitchens also struggled to keep within their set budget.

BASE: 503

Almost a quarter of householders found choosing the kitchen style the most difficult aspect and this was particularly the case for those householders who purchased a ‘traditional’ style

kitchen.

Chart 18: Difficult Aspects of a Kitchen Installation


1 in 5 householders struggled with the layout/design of their new kitchen. Those householders who used the planning service offered by a Specialist Kitchen Retailer Chain

had the most difficulties in this area, whereas, unsurprisingly, those who kept the same layout as before were the least likely to find this aspect difficult.

Finding a good kitchen fitter only concerned 5% of householders when installing a new kitchen. The choice of fitter, as shown earlier in Chart 17, relies heavily on recommendation

by the retail outlet as well as word of mouth recommendations. These methods of choosing a fitter would appear to be very effective, resulting in a high satisfaction level for this aspect

of the installation.


This report is published by

TREND-MONITOR LTD

and is available to Trend-Monitor Insight Partners only

Tel: 0113 209 3288

Email: [email protected]

Website: www.trend-monitor.co.uk

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