Kitchen & Bath Design News

JAN 2013

Kitchen & Bath Design News is the industry's leading business, design and product resource for the kitchen and bath trade.

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Consumer Buying Trends { Demographics & buying patterns for the home } �� A CYGNUS BUSINESS MEDIA PUBLICATION SALES OFFICES EAST/SOUTHEAST Joanne Naylor 540 Lee Court Wyckoff, NJ 07481 Phone: 201/891-9170; Fax: 201/839-9161 E-mail: joanne.naylor@cygnus.com Style, Function and Storage Remodeling Keys, Survey Reveals Jasper, IN ���As a growing number of Americans cook meals at home, renewed interest in kitchen remodeling is spurring new design trends, according to a recently conducted survey by MasterBrand Cabinets, Inc. According to MasterBrand, ���the time has come,��� for many homeowners, to stop putting o��� residential remodeling projects, with 14% of surveyed homeowners reporting they���re feeling enough conpdence about their personal pnancial situations to initiate such a project. Reasons for remodeling the kitchen include having out-of-date spaces in need of refreshing (62%), wanting increased functionality (37%) and wanting more storage (35%), the survey revealed. The survey was conducted by Russell Research, an independent survey research prm, on behalf of the Jasper, IN-based MasterBrand, whose cabinet brands include Omega, Decora, Diamond and Aristokraft. Survey participants included 417 homeowners who remodeled within the preceding 12 months or intend to remodel in the following 12 months. According to the survey���s pndings, consumers are upgrading everything from countertops and cabinets to qooring, paint, plumbing, appliances and lighting. Enjoyment of the space is important, the survey found, as more consumers are interested in creating a new look for the space (64%) than those who want to invest in the long-term value of their home (36%). ���The kitchen, the heart of the home, is beating a little faster these days as people breathe new life into their outdated spaces,��� said Joel Culp, executive v.p./marketing and strategy for MasterBrand Cabinets. ���Homeowners want to enjoy their time in the kitchen and have it truly work for the way they���re living now,��� Culp observed. ���Today���s consumers also have an endless variety of options for creating inspiring kitchens, even on tight budgets, putting remodeling once again within their reach.��� According to MasterBrand, the return to remodeling ���reqects consumers��� return to the kitchen.��� The company cited research indicating that seven in 10 Americans are cooking at home more than going out to eat in order to save money, and many are ���showing a revived desire to renovate their kitchens without breaking the bank��� as the economy improves. According to the MasterBrand survey, the average amount consumers plan to spend on a remodeling project is $14,100. On average, more than a quarter of overall remodeling budgets (32%) is spent on cabinetry, the company said. Among the survey���s other key pndings: The most popular kitchen elements slated for replacement by homeowners are countertops (76%), paint or wall coverings (70%), cabinetry (67%) and qooring (64%). Oak is by far the most popular wood type, with 30% of survey respondents choosing it over maple or cherry (both at 17%) and laminate (15%). Light or natural stain is the most popular pnish, with 42%, followed by dark stain (24%) and painted cabinets (15%). Space and functionality (19%) and style or look (18%) are the top responses for the biggest kitchen problem, issue or challenge needing addressing. ���Respondents also indicate a desire for more space with an interest to adjust the qow of the kitchen layout to be more to their liking, and provide ample walking or living space,��� MasterBrand said. Remodelers��� ages and geographic locations impact their preferences for various kitchen elements, the survey found. For example, oak cabinetry is more popular among those age 55 or older than for other age groups. In the south, oak is less popular and cherry is more popular compared to other regions of the country. ��� ��� ��� MOST POPULAR KITCHEN ELEMENTS SLATED FOR REPLACEMENT Flooring 64% ��� 76% CORPORATE HEADQUARTERS 1233 Janesville Ave. Fort Atkinson, WI 53538 Phone: 631/845-2700; Fax: 631/845-2741 Editorial Offices: 3 Huntington Quadrangle, Suite 301N Melville, NY 11747 Janice Anne Costa, Editor Tel: 631/963-6233 E-mail: janice.costa@cygnus.com Anita Shaw, Managing Editor Tel: 631/963-6209 E-mail: anita.shaw@cygnus.com Kimberly Berndtson, Senior Editor Tel: 920/563-1722 E-mail: kim.berndtson@cygnus.com PUBLISHING HEADQUARTERS 3030 W. Salt Creek Lane, Suite 200 Arlington Heights, IL 60005 Eliot Sefrin, Publisher Emeritus E-mail: eliot.sefrin@cygnus.com MAILING LIST RENTAL Elizabeth Jackson Tel: 847-492-1350 ext. 18 E-mail: ejackson@meritdirect.com Source: MasterBrand Cabinets, Inc. ForResidentialPros.com | European Sales Representative, ITSL Media Julian Maddocks-Born, Sales Director julian@itsluk.com, +44 (0)1442 230033 Benedict Hume, Sales Manager benedict@itsluk.com, +44 (0)1442 288287 SUBSCRIPTIONS, BACK ISSUES 1233 Janesville Avenue Fort Atkinson, WI 53538 Tel: 920/563-1761; Fax: 920/563-1704 70% January 2013 PRODUCT & LITERATURE SHOWCASE/CLASSIFIED ADS Nancy Campoli 558 Prospect Avenue River Vale, NJ 07675 Phone: 800/547-7377 x6127 E-mail: nancy.campoli@cygnus.com REPRINT SERVICES For reprints and licensing please contact Nick Iademarco at Wright���s Media 877-652-5295 ext. 102 or niademarco@wrightsmedia.com. Paint or wall coverings 67% WEST/SOUTHWEST Kim Carroll 7355 19th Avenue NW Seattle, WA 98117 Phone: 206/781-0714; Fax: 206/473-0724 E-mail: kim.carroll@cygnus.com John Huff, Group Publisher E-mail: john.huff@cygnus.com Countertops Cabinetry MIDWEST Rick Dahl 61 Huntington Court Burr Ridge, IL 60527 Phone: 800/547-7377 x6142 Fax: 708/416-0934 E-mail: rick.dahl@cygnus.com 9 Web site: www.ForResidentialPros.com

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