By Robert Isler
The National Kitchen & Bath Association’s June update to its 2020 Kitchen & Bath Market Outlook revealed that despite the numerous pandemic-related challenges homeowners are facing, there are opportunities for the K&B world as well. Increased time spent at home — particularly for those who are now working out of their houses — has led to a rise in DIY projects as well as redesign plans that stress cleanliness, functionality and ease-of-use. As one respondent put it, “We use the kitchen far more now than ever, so the timing is right for renovations. We see all the design flaws now.”
Specifically, 38 percent of respondents in households where at least one member is now working from home said that COVID-19 has changed the way they use or think about their kitchens and baths. This compares with just 23 percent of homes where no one works from home.
The focus is on the practical: Countertops, cabinets and flooring have to be designed to make cleaning and disinfecting a breeze. Touchless faucets and toilets are getting a serious second look. Kitchens with more counter space and bathrooms that are more calming and relaxing are other desirable upgrades.
Households with one at-home worker are nearly twice as likely and those with no one working from home (19 percent vs. 11 percent) to want to undertake a renovation in their kitchen or bath in response to the pandemic. However, homeowners actively working on a project at this time are much less likely to include a designer when compared with those who already completed a project in 2020.
For kitchens, a third of active projects include a professional designer, while nearly half (48 percent) of the projects finished earlier this year used one. For bathrooms, the story is similar, with 20 percent using a designer for active projects vs. 30 percent who did so for completed ones. The reasons are obvious: Homeowners don’t feel comfortable having strangers in their homes at this time, while workers and professionals are just as cautious for the same safety reasons. As one respondent put it, “We have been unable to get estimates or have someone visit our home to estimate cost.”
As the pandemic eases, indications are that pent-up demand could lead to a solid industry rebound.
