KITCHEN TRENDS - January 2018 INTERNATIONAL COMPARISON. Overview of Kitchen Trends in Houzz Inc.

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1 2018 KITCHEN TRENDS - INTERNATIONAL COMPARISON January 2018 Overview of Kitchen Trends in

2 Big Ideas RUNNING OUT OF PATIENCE In most surveyed countries,* at least 18% of kitchens in the midst of renovations today are updated by homeowners 55 years old or older and most renovators plan to stay in their homes for 10+ years. Renovating homeowners in the U.S. and are the most likely to be 55+ (56% and 60%, respectively), while homeowners in and are the least likely (20% and 18%, respectively). SPENDY, BUT LIKELY JUSTIFIED Across the globe, renovating a kitchen is a serious investment, likely justified given the widely reported daily cooking in the kitchen. The U.S. commands the greatest average renovation spend of $19,200 (in U.S. dollars), respectively, while other countries fall in the $2,300-$14,800 range (in U.S. dollars). CHANGING THE FLOW AND STYLE Many homeowners in the surveyed countries opt to significantly change the look of their kitchens, with 50%-80% of homeowners changing the layout and 55%-90% changing the kitchen style. and U-shaped layouts are the most popular new layouts, while contemporary, modern and transitional styles are most frequently cited styles. AWARDS FOR THE MOST FREQUENT INSTALLATIONS GO TO for built-in islands (55% vs. 2%-46%**) for custom/semi-custom cabinetry (79% vs. -77%) for white cabinetry (59% vs. 20%-57%) for ranges (78% vs. 21%-75%) U.S. for granite countertops (34% vs. 2%-) for built-in peninsulas ( vs. 4%-21%) Nordics for ready-to-assemble cabinetry (45% vs. 8%-37%) for wood cabinetry ( vs. 8%-25%) and NZ for cooktops (88% vs. 44%-76%) for eng. quartz countertops (48% vs. 2%-43%) *Houzz Research studies trends in the U.S.,,,,, Denmark,,,,,,, Sweden, and the United Kingdom. ** Refers to all other surveyed countries. 2

3 Who We Are as Renovators Charts below show characteristics of homeowners by age and planned sale timing, as reported by homeowners who renovated their kitchens in the past 12 months, are currently renovating their kitchens, or are planning to renovate their kitchens in the next 3 months. & AGE: 55+ PLANS TO SELL WITHIN NEXT 10 YEARS AGE: 55+ PLANS TO SELL WITHIN NEXT 10 YEARS 56% 32% 33% 36% 60% 33% 10% 36% AGE: 55+ PLANS TO SELL WITHIN NEXT 10 YEARS 23% 21% 17% 21% 36% 40% 20% 26% 27% 8% 18% 26% 42% 41% 27% 33% 36% 38% 3

4 Why We Update Our Kitchens Charts below show frequency of events triggering kitchen updates, as well as the frequency of cooking meals in the home kitchen, as reported by homeowners who renovated their kitchens in the past 12 months, are currently renovating their kitchens or are planning to renovate their kitchens in the next 3 months. & TRIGGER: CAN NO LONGER STAND THE OLD KITCHEN COOKING AT HOME: EVERY DAY TRIGGER: CAN NO LONGER STAND THE OLD KITCHEN COOKING AT HOME: EVERY DAY 41% 40% 31% 58% 80% 54% 60% 30% 50% 69% TRIGGER: CAN NO LONGER STAND THE OLD KITCHEN COOKING AT HOME: EVERY DAY 15% 81% 33% 59% 38% 73% 21% 77% 17% 79% 31% 58% 37% 60% 67% 4

5 What Major Changes We Make in Our Kitchens: Layout Changes Charts below show frequency of making changes to the kitchen layout, as well as frequency of new layouts among those changing the layout, as reported by homeowners who renovated their kitchens in the past 12 months, are currently renovating their kitchens or are planning to renovate their kitchens in the next 3 months. & CHANGE IN LAYOUT #1 LAYOUT CHANGE IN LAYOUT #1 LAYOUT 50% 57% 35% 43% 58% 69% 66% 33% U-shaped 80% 36% CHANGE IN LAYOUT 60% #1 LAYOUT 27% 57% 71% 33% 55% 52% 54% 45% Single wall 31% U-shaped 58% 73% 74% 34% 28% U-shaped 5

6 How We Design Our Kitchens: Style Changes Charts below show frequency of making changes to new kitchen styles as well as the frequency of new kitchen style, as reported by homeowners who renovated their kitchen in the past 12 months, are currently renovating their kitchens or are planning to renovate their kitchens in the next 3 months & CHANGE IN STYLE #1 NEW STYLE CHANGE IN STYLE #1 NEW STYLE 87% 90% 25% Transitional Transitional 89% 82% 72% 20% Modern 41% Contemporary 55% Contemporary CHANGE IN STYLE 82% #1 NEW STYLE Contemporary 89% 78% 63% 55% Contemporary 35% Modern 28% Contemporary 55% 80% Modern 27% Contemporary 90% 89% 88% 37% Modern 20% Modern 55% Contemporary 6

7 What Major Features We Install in Our Kitchens: Island vs. Peninsula Charts below show frequency of built-in kitchen islands and peninsulas, as reported by homeowners who renovated their kitchen in the past 12 months, are currently renovating their kitchen or are planning to renovate their kitchen in the next 3 months. & 55% BUILT-IN ISLAND 39% 40% 46% 32% 31% 15% 18% 41% 2% BUILT-IN PENINSULA 13% 20% 4% 9% 5% 12% 21% 18% 6% 4% 12% 12% 11% 7

8 How We Update Our Kitchens: Cabinets Charts below show frequency of new kitchen cabinet types among those upgrading cabinets, as reported by homeowners who renovated their kitchen in the past 12 months, are currently renovating their kitchen or are planning to renovate their kitchen in the next 3 months. & CABINET TYPE: FULL/SEMI CUSTOM CABINET TYPE: READY-TO-ASSEMBLE CABINET TYPE: FULL/SEMI CUSTOM CABINET TYPE: READY-TO-ASSEMBLE 74% 10% 45% 45% 37% 73% 18% 61% 15% 77% 15% CABINET TYPE: FULL/SEMI CUSTOM CABINET TYPE: READY-TO-ASSEMBLE 72% 16% 79% 16% 68% 26% 60% 8% 66% 45% 77% 15% 53% 8

9 How We Add Color to Our Kitchens: Cabinet Color Charts below show frequency of colors of cabinets among those upgrading cabinets, as reported by homeowners who renovated their kitchen in the past 12 months, are currently renovating their kitchen or are planning to renovate their kitchen in the next 3 months.. & CABINET COLOR: WOOD 25% 17% 9% 14% 9% 17% 13% 9% 21% 14% 9% 8% 43% 49% 59% 53% 48% 39% 53% 38% 57% 48% 23% 20% CABINET COLOR: WHITE 9

10 How We Update Our Kitchens: Range vs. Cooktop Charts below show frequency of new range and cooktop installations among those upgrading appliances, as reported by homeowners who renovated their kitchen in the past 12 months, are currently renovating their kitchen or are planning to renovate their kitchen in the next 3 months. & RANGE COOKTOP RANGE COOKTOP 75% 44% 31% 76% 36% 76% 74% 36% 32% 66% 21% 76% RANGE COOKTOP 61% 75% 78% 88% 32% 58% 34% 75% 72% 88% 40% 31% 60% 76% 74% 10

11 What Materials We Choose in Our Kitchens: Countertop Materials Charts below show frequency of granite and engineered quartz in new kitchen countertops materials, among those upgrading countertops, as reported by homeowners who renovated their kitchen in the past 12 months, are currently renovating their kitchen or are planning to renovate their kitchen in the next 3 months. & COUNTERTOP MATERIAL: GRANITE COUNTERTOP MATERIAL: ENGINEERED QUARTZ COUNTERTOP MATERIAL: GRANITE COUNTERTOP MATERIAL: ENGINEERED QUARTZ 34% 43% 14% 2% 14% 5% 48% 6% 18% 35% COUNTERTOP MATERIAL: GRANITE COUNTERTOP MATERIAL: ENGINEERED QUARTZ 7% 11% 15% 34% 2% 23% 2% 8% 23% 14% 2% 18% 18% 28% 11

12 Who We Turn to for Help Charts below show frequency of professional hiring, as well as top professional hired, as reported by homeowners who renovated their kitchens in the past 12 months, are currently renovating their kitchens or are planning to renovate their kitchens in the next 3 months. & OVERALL PRO HIRING TOP DESIGN PRO HIRED OVERALL PRO HIRING TOP DESIGN PRO HIRED 85% 88% 26% 33% 76% 70% 77% 26% 31% 50% OVERALL PRO HIRING 91% TOP DESIGN PRO HIRED 31% / renovator 55% 96% 79% 48% Kitchen fitter Architect 13% 92% 89% 23% Kitchen remodeler 38% / renovator 89% 76% 93% 39% 26% 49% Kitchen fitter 12

13 What We Spend On Our Kitchens Charts below show the average spend on kitchens remodeled in (Source: Individual country Houzz and Home Studies); Spend is converted from country currency to U.S Dollars (using average yearly exchange rates per OFX). AVERAGE SPEND ON KITCHEN RENOVATION (IN US $1,000 S) & $19.2 $13.2 $14.5 $12.7 $11.9 $12.9 $11.9 $14.8 $8.0 $7.2 $5.4 $6.8 $8.8 $2.3 13

14 Methodology APPROACH Houzz is an all-in-one resource for homeowners working on a home renovation or decorating project. Our large and engaged user community is able to provide unprecedented insights on the latest market trends based on users home improvement activity. We aggregate and share these insights with the community to give people greater confidence in the choices they make for their homes, and to give home professionals greater insights into their clients wants and needs. With these goals in mind, Houzz conducted an online quantitative survey of registered Houzz users globally regarding kitchen renovation projects, fielded between September 18 and September 29, COMPLETES AND QUALIFICATIONS The 50 - question survey gathered information from Houzz users, who reported to be 18 years old or older and homeowners. Respondents were required to have completed a kitchen remodel or addition project in the past 12 months, to be currently working on one, or planning to start one in the next three months. The final sample consists of 21,205 respondents. The final data were reviewed to ensure representativeness of the Houzz user populations. Country N (US) 1,734 (CA) 223 (AU) 3,465 (JP) 298 (NZ) 646 Denmark (DK) 146 (FR) 2,299 (DE) 784 (IE) 273 (IT) 3,569 (RU) 1,062 (ES) 1,559 Sweden (SE) 171 United Kingdom () 4,976 14