The purpose of this report is to research and identify homeowners attitudes and behaviors regarding cooking, meal preparation, entertaining and kitchen design, and the influence that their lifestyles have during the kitchen remodeling/installation process. The report also provides data on family dining, how they prepare meals, entertain, what other activities occur in the kitchen (e.g., paying bills, homework), how they use technology in the space, their storage needs, etc. The study offers a correlation between these elements and design, the need for professionals in the remodeling process, how and where consumers shop for and buy kitchen products, and more.

The research explores and identifies the various lifestyle segments that may exist among homeowners in their use of the kitchen, and explores the distinguishing characteristics that make each lifestyle segment unique and different from the other lifestyle segments to classify each homeowner by differentiating characteristics, and quantify their preponderance among the population of homeowners. This research demonstrates the design styles, features and behaviors that are most important to each lifestyle segment.

NKBA’s Lifestyle Segmentation Study surveyed more than 800 consumers who either recently remodeled their kitchen or are currently planning a kitchen remodel.  This research identified five unique segments in the kitchen remodel/installation market based on consumer lifestyles. Three differentiating elements were used to segment respondents — confidence levels regarding cooking abilities, confidence in kitchen design abilities, and comfort level using technology in the kitchen.