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(EMAILWIRE.COM, July 30, 2013 ) San Francisco, CA -- According to a new study, thirty-eight percent or almost two out of five homeowners have undertaken a home repair or remodeling project in the past six months. This is nine percent higher than a similar study conducted three months ago. The researchers questioned over one thousand homeowners across the United States. Titled Consumer Trends: From Remodeling Rates to Technology Trends, the study was conducted by the Research Institute for Cooking & Kitchen Intelligence (RICKI).
RICKI is a membership-based organization of professional market researchers established in 2006. Since then it has conducted over 75 studies in the kitchen and bath industry. The group is a combination of professionals from wholesalers, retailers, leading manufacturers and other kitchen-related businesses. “What we found is that homeowners across the country are seeing more construction activity in their area and kitchen remodeling rates specifically are at 2006 pre-recession levels, the year RICKI first measured it,” said Brenda Bryan, executive director at RICKI. “Another positive indicator is that two out of three homeowners feel that now is a good time to invest in their homes and an equal proportion say they would rather renovate their homes than move.”
Of the 15 product categories the survey covered, none was in the majority and most consumers were not considering any specific brand for each planned purchase. “Across all 15 categories, name brands for kitchen products are not top of mind among homeowners, even those who are actively planning a kitchen remodel in the coming year,” Bryan said. “For example, on the high end, 46 percent of these homeowners have a brand of refrigerator in mind. One the other end of the spectrum is cabinet hardware. Only 10 percent of homeowners have a brand in mind for cabinet hardware for their upcoming project.”
With this recent rise in demand, manufacturers of kitchen products may want to consider increasing their advertising budgets with a focus on brand recognition. Technological advances, especially in the self-cleaning area, would be a specific theme to consider in the brand
recognition arena. Bryan deduces, “There have been a lot of resources over the past few years put toward integrating technology into home kitchens, in refrigerators for instance, and there is some interest in this type of innovation among homeowners, but when it comes to their vision of the perfect technology for their kitchens, they mostly want technology to help them with the time-consuming and typically unpleasant task of cleaning up.”
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