America s Remodeling Design and Marketing Trends Craig Webb Editor-in-Chief, ProSales and Remodeling Japan Housing Sales Mission June 22-26, 2015
Places I Have Visited Since 2006.. Japan..................................................................................... Hawaii..
Where Is the US Headed? We See Lots of Trends 3
12 Leading Design and Marketing Trends Universal Design Home Technology Saving Water Multi-Generation, Multi-Ethnic U.S. Large Windows Energy Efficiency Showers over Tubs Gray and Euro Delayed Adulthood Indoor/Outdoor Living Home Health Wooden High-Rises
1. Universal Design Kitchen Design, Takoma Park, MD Source: Washington Post, 9/23/11
Baby Boomers (born 1946-1965)
Boomers Account for 48% of the Market Source: Joint Center for Housing Studies of Harvard University
% of Homes for 55+ Residents That Lack 24.5%: Bed and full bath on entry level 38.7%: No steps between rooms 55.1%: No-step entry into home 57.9%: Wheelchair-accessible bathroom 67.8%: Wheelchair-accessible kitchen 89.8%: Extra-wide hallways and doors Source: Joint Center for Housing Studies of Harvard University
Older Americans Spend More Source: Hanley Wood Housing 360 Survey, Summer 2011
and Hire Others To Do the Work Source: Hanley Wood Housing 360 Survey, Summer 2011
Roll-In Showers, Roll-Up Sink Counters
Side-Entry Oven Door, Pull-Out Shelf
Easy-Access Storage Units
Sinks You Can Operate with One Hand
Abundant Lighting, Strong Towel Bars
Lighting That Helps Guide the Way
Casement Windows
2. Home Technology and The Internet of Things Month XX, 2012 18 Source: Census Bureau
How Big a Market? International Data Corporation forecast in June that the worldwide Internet of Things market will grow from $655.8 billion in 2014 to $1.7 trillion in 2020 with a compound annual growth rate of 16.9%.
More Clients Want Wired Homes 20
Including in the Kitchen
3. Saving Water
Dishwashers That Recycle Rinse Water Whirlpool s KitchenAid AquaSense Recycling System
Governments Will Spur More Activity
4. Multiple Generations and Ethnicities 49 million Americans about one in six lived in 2008 in a HH with at least two adult generations. In 1980, 28 million did. The number of multigenerational HHs grew by 500K in 2010 alone. Pew Research Center
Doubling Up: It s Only Partly Economic Source: Pew Research Center
Once Again, a Nation of Immigrants Source: Pew Research Center 27
Big Differences Between Ethnic Groups Source: What Home Buyers Really Want, NAHB, February 2015
5. Big Windows, and Lots of Them Marvin s Utimate Multi-Slide Door can stretch to 16 meters wide and 3 meters high.
Lots of Windows Far Pond, the 2014 Remodeling Design Awards Grand Prize Winner
6. Energy Efficiency Recommended insulation levels for retrofitting wood-framed buildings Source: U.S. Department of Energy
7. Showers vs. Tubs
Showers? Yes. Bathtubs? Maybe. About 43% of homeowners answering a 2014 Houzz survey say they are choosing to forego a bathtub, even in the master bath.
8. Going Gray, Going Euro
NKBA s Top Trends 1. Clean with an overall contemporary feeling. A fusion of styles and multiple colors in one kitchen. 2. European-styled cabinets. 3. Multiples of appliances in one kitchen. 4. More steam ovens. 5. Furniture-look pieces. 6. Outdoor kitchens. 7. Fewer standard kitchen tables, replaced by counters or tall gathering tables. 8. TVs and docking stations. 9. Wine refrigerators. 10.Focus on the user experience, from easy maintenance to accessible design. Considering the needs of all users in the space--including pets. Source: National Kitchen and Bath Association 2015 Design Trends
Gray Grows in Popularity This Mid-Century Modern kitchen won a 2014 Remodeling Design Award
Mixing & Matching Colors and Styles Klub Kitchen, a 2014 Remodeling Design Awards winner
9. Delayed Adulthood
Why Getting Married Matters Adult composition of home buyer households, 2001-2014 Source: National Association of Realtors
A Potential Long-Term Problem? First-time home buyers as percent of all home buyers Source: National Association of Realtors
10. Indoor/Outdoor Living
Outdoor Living Makes a House Feel Bigger
11. Home Health: The Next Big Trend? Source: Building Performance Institute
Tighter Homes Lead to Mold Source: Building Performance Institute
Better Homes Lead to Better Health A 67% decline in emergency room visits due to energy retrofits! Aetna: Savings of over $800 for each asthma-related ER visit ($8,800 for hospital stay).
It s Already a Viable Business
12. Mid-Rise Buildings Made from Wood
Wood s Market Share Rises Steel Wood Concrete Source: FW Dodge 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 * 2015 share numbers are YTD thru February
Let s Review the Top Trends Universal Design Home Technology Saving Water Multi-Generation, Multi-Ethnic U.S. Large Windows Energy Efficiency Showers over Tubs Gray and Euro Delayed Adulthood Indoor/Outdoor Living Home Health Wooden High-Rises
Thank You! Craig Webb cwebb@hanleywood.com One Thomas Circle, NW Washington, DC 20005 USA +1 (202) 736-3307