This consumer insight report looks at the motivating factors behind the decision to purchase a new kitchen, investigating multi-family households, the ageing demographic, flexible working conditions, the space available, even the TV programmes we watch, to understand how these influence the way in which we use our kitchen space.
This research takes a step back and starts from before the actual purchase process in order to explore the way UK homeowners use their kitchens; how they cook, shop for groceries, socialise and relax. It investigates how family circumstances and household demographics, multi-functional space issues and emerging smart technologies can impact on how kitchens are planned and which products are purchased.
The results of this research have enabled us to produce 6 different kitchen consumer profiles, which will aid manufacturers and retailers of kitchen products in identifying their target market and creating a structured approach to product development and marketing communications.
The report gives a fascinating insight into people’s diverse requirements for their individual kitchens and highlight a number of opportunities for innovation and growth for kitchen product brands.
- Spending is back on the agenda with homeowners showing a willingness to invest in a new kitchen because they are not prepared to wait any longer for a new one
- Luxury goes mainstream as what were previously considered high-ticket appliances rise steeply in popularity
- Kitchens are not as social as we would like with homeowners complaining that their new kitchens don’t provide enough space to entertain.
- Lack of space continues to be the main issue with new kitchens and although there many be opportunities to add an extension or create an open plan space, making the best use of storage and work surfaces is more important for many new kitchens
- Although the smart kitchen is a trend that has grown significantly over the past 3 years, many homeowners are still failing to understand how the technology will work in their own homes.
The 2018 edition of this report will be published in July 2018
Also published in June 2018 – Kitchen Behaviours and Product Usage 2018
If you are a Kitchen Category Insight Partner, these reports will automatically be added to your account