Industry Trends
Marketing Insights
Wray Ward recently partnered with the Research Institute for Cooking & Kitchen Intelligence (RICKI) and Kitchen & Bath Design News (KBDN) on a survey of 300 kitchen and bath designers and dealers. The survey, designed to understand this pivotal group’s priorities in the face of changing consumer attitudes and behaviors, looked at four consumer segments:
- Younger Starters (in their 20s or 30s)
- Moving-Ups (in their 30s or 40s)
- Midlife Made-Its (in their 40s or 50s)
- Older Next-Phasers (in their 50s or 60s)
I presented survey findings during the annual Kitchen & Bath Industry Show (KBIS) Insights Breakfast last month. Miss my talk? Here are four key takeaways from “The Future of Kitchen & Bath: Predictions Regarding Crucial Customer Segments” for kitchen and bath product brands. You can also download an infographic with key data (grab the link below) and email me for a free copy of the summary study highlights.
1. There’s never been a greater appetite for new products and marketing support.
Demographics, technology and design meta trends are converging to drive strong demand for more styles, features (smart, eco-friendly), price points, samples and collateral. Today’s consumer is leaning into personalization, and we’re seeing this reflected at every level in the showroom.
Your marketing and product development should be focused on seizing these opportunities and making sure your product portfolio and new product development investments are aligned with the marketplace in a way that aligns with your brand and company positioning.