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2017 BATHROOM TRENDS - INTERNATIONAL COMPARISON October 2017 Overview of bathroom trends in 2016-17
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Big Ideas
LAST UPDATED MORE THAN 15 YEARS AGO In most surveyed countries,* at least half of bathrooms that are in the midst of renovations today were last updated more than 15 years ago. Russian and Spanish homeowners are the most likely to give their bathrooms a face lift at frequent intervals, although still 26% and 38% of bathrooms, respectively, were last renovated more than 15 years ago.
SPENDY, BUT LIKELY JUSTIFIED Across the globe, renovating a bathroom is a serious investment, likely justified given the widely reported 30+ daily minutes spent in the bathroom. Germany and Japan command the greatest average renovation spend of $13,500 and $11,500 (in U.S. dollars), respectively, while most other countries fall in the $5.6K-$8.9K range.
AWARDS GO TO…. Japan – for the most frequent high-tech toilet installations during toilet replacements (93% vs. 9%-29% of all other countries) U.S.A. – for the most frequent two-sink installations during sink replacements (48% vs. 6%-35% of all other countries) Spain & Germany – for the most frequent curbless entry installations during shower upgrades (60% and 55% vs. 3%-39%).
PRIORITIZING LARGER SHOWERS Many homeowners in countries across the globe opt to enlarge the size of their bathroom, with Japanese homeowners most likely to increase their bathrooms (40% vs. 21%-34% in all other countries). Impressively, even more homeowners opt for larger showers, although less so in Japan or Russia (19% and 22%, respectively, compared with 42%-72% in other countries).
*Houzz Research studies trends in the U.S.A., Canada, Australia, New Zealand, Japan, Denmark, France, Germany, Ireland, Italy, Russia, Spain, Sweden, and the United Kingdom.
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When and Why We Update Our Bathrooms
USA & Canada Asia - Pacific Europe
USA Japan Australia New Zealand
Canada Russia Germany UK France Italy Spain Sweden* Denmark* Ireland
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Charts below show frequency of of the bathroom being last updated 16 or more years ago, as well as frequency of ‘finally having the means’ as a reason for starting a bathroom renovation, as reported by homeowners whorenovatedtheirbathroomsinthepast12months,arecurrentlyrenovaAngtheirbathrooms,orareplanningtorenovatetheirbathroomsinthenext3months.
BATHROOM RENOVATION TRIGGER: FINALLY HAVING THE MEANS
TIMING OF LAST BATHROOM UPDATES: 16+ YEARS AGO
64% 53% 59%
31% 26%
75% 69%
30% 18%
28%
70%
52% 68%
45% 55%
26% 38%
70%
43%
29% 20% 18%
26% 12%
23% 21% 29% 22%
*Percentages reflect the combined data for Sweden and Denmark.
Charts below show the average spend on bathrooms remodeled in 2015-2016 (Source: Individual country Houzz and Home 2016-17 Studies); Spend is converted from country currency to U.S Dollars (using average yearly exchange rates per OFX).
What We Spend On Our Bathrooms
USA & Canada Asia - Pacific Europe
USA Japan Australia New Zealand
Canada Russia Germany UK France Italy Spain Sweden* Denmark* Ireland
AVERAGE SPEND ON BATHROOM RENOVATION (IN $1,000’S)
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$8.9
$11.5
$7.2
$8.9
$6.8
$8.7
$5.6
$13.5
$6.0 $6.4
$1.7
$4.4
$8.7 $8.0
*Percentages reflect the combined data for Sweden and Denmark.
TOP DESIGN PRO HIRED
OVERALL PRO HIRING
How We Are Updating Our Bathrooms: Pro Hiring Charts below show frequency of hiring help, as reported by homeowners who renovated their bathrooms in the past 12 months, are currently renovating their bathrooms or are planning to renovate their bathrooms in the next 3 months.
Asia - Pacific
USA
Canada
Australia
Japan
New Zealand
TOP DESIGN PRO HIRED
OVERALL PRO HIRING
Denmark*
France
Germany
Ireland
Italy
Russia
Spain
Sweden*
UK
TOP DESIGN PRO HIRED
OVERALL PRO HIRING
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USA & Canada Europe
83%
79%
89%
96%
87%
90%
72%
87%
91%
83%
71%
94%
90%
90% *Percentages reflect the combined data for Sweden and Denmark.
10% Architect
12% Architect
26% Bathroom designer/
planner
10% Architect
16% Architect
17% Architect
16% Architect
35% Architect
12% Interior designer
or decorator
14% Architect
10% Architect
18% Bathroom designer
11% Bathroom designer
18% Interior designer
or decorator
Asia - Pacific
31% None
31% Contemporary
38% None
44% Contemporary
32% None
53% Contemporary
36% None
35% Contemporary
52% None
38% Modern
44% None
38% Contemporary
34% Traditional
56% Contemporary
35% None
34% Contemporary
68% None
38% Contemporary
36% None
32% Modern
31% None
31% Contemporary
34% None
61% Contemporary
32% None
24% Contemporary
44% None
30% Contemporary
BEFORE AFTER
How We Design Our Bathrooms: Style
CHANGING STYLE BEFORE
BEFORE AFTER
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AFTER
92%
58%
90%
CHANGING STYLE
80%
82%
CHANGING STYLE
96%
91%
95%
92%
88%
90%
94%
96%
93%
USA & Canada Europe
USA
Canada
Australia
Japan
New Zealand
Denmark*
France
Germany
Ireland
Italy
Russia
Spain
Sweden*
UK
*Percentages reflect the combined data for Sweden and Denmark.
Charts below show frequency of homeowners choosing to change their bathroom style, as well as the style before and after among style changers, as reported by homeowners who renovated their bathrooms in the past 12 months, are currently renovating their bathrooms or are planning to renovate their bathrooms in the next 3 months.
65% 51% 46%
67%
44% 49% 57%
65% 62%
How We Use Our Bathrooms: Top Functional Priorities
USA Japan Australia New Zealand
Canada Russia Germany UK France Italy Spain Sweden* Denmark* Ireland
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USA & Canada Asia - Pacific Europe
TOP FUNCTIONAL PRIORITY: EASY TO CLEAN AND DISINFECT
TOP FUNCTIONAL PRIORITY: GOOD LIGHTING
Charts below show frequency of top functional priorities in a bathroom, as reported by homeowners who renovated their bathrooms in the past 12 months, are currently renovating their bathrooms, or are planning to renovate their bathrooms in the next 3 months.
48% 64% 65% 66% 68%
44% 40% 45% 40% 29%
53% 43% 44% 41% 43%
17%
49% 49% 50%
*Percentages reflect the combined data for Sweden and Denmark.
USA
Canada
USA & Canada
Australia
Japan
New Zealand
Asia - Pacific
Europe
Denmark*
France
Germany
Ireland
Italy
Russia
Spain
Sweden*
UK
BATHROOM SIZE INCREASE SHOWER SIZE INCREASE
What We Are Updating in Our Bathroom: Size Increase Charts below show frequency of homeowners increasing the size of the bathroom and the size of the shower, as reported by homeowners who renovated their bathrooms in the past 12 months, are currently renovating their bathrooms, or are planning to renovate their bathrooms in the next 3 months
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21%
25%
31%
40%
29%
34%
23%
31%
27%
28%
31%
25%
34%
26%
BATHROOM SIZE INCREASE SHOWER SIZE INCREASE
BATHROOM SIZE INCREASE SHOWER SIZE INCREASE
42%
43%
55%
19%
53%
46%
53%
72%
57%
60%
22%
51%
46%
51%
*Percentages reflect the combined data for Sweden and Denmark.
30% 17%
55%
18%
39%
3%
60%
30% 18%
Charts below show frequency of homeowners installing showers by showerhead style and shower entry style, among those upgrading their showers, as reported by homeowners who renovated their bathrooms in the past 12 months, are currently renovating their bathrooms, or are planning to renovate their bathrooms in the next 3 months.
USA Japan Australia New Zealand
Canada Russia Germany UK France Italy Spain Sweden* Denmark* Ireland
SHOWER ENTRY: CURBLESS
SHOWERHEAD: RAIN/WATERFALL
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What Products & Materials We Install In Our Bathrooms: Showers
50% 63% 65% 63%
75%
58% 58% 50%
71% 64%
27% 41%
18% 21%
52% 65%
14% 17% 7%
*Percentages reflect the combined data for Sweden and Denmark.
USA & Canada Asia - Pacific Europe
Charts below show frequency of homeowners installing bathtubs by top styles, types and features, among those upgrading their bathtubs, as reported by homeowners who renovated their bathrooms in the past 12 months, are currently renovating their bathrooms, or are planning to renovate their bathrooms in the next 3 months.
What Products & Materials We Install In Our Bathrooms: Bathtubs
USA & Canada Asia - Pacific Europe
USA Japan Australia New Zealand
Canada Russia Germany UK France Italy Spain Sweden* Denmark* Ireland
STYLE: ALCOVE
TYPE: SOAKING
FEATURE: SPACE FOR TWO
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43%
14%
41%
20% 21% 14% 17%
43%
22%
20% 17% 20% 26%
7% 2% 15% 20% 26%
46% 47% 32% 30% 30%
40% 26%
51% 52%
32% 39%
22% 17% 26%
49% 56%
13% 16%
26%
72%
35%
54% 70%
42%
*Percentages reflect the combined data for Sweden and Denmark.
15%
35% 27%
16% 17% 6%
23% 15% 13%
70% 78%
53%
15%
33%
56%
32% 45%
55% 38%
50% 44% 56% 55%
Charts below show frequency of top toilet types, sink quantity, and faucet mounting style among those upgrading their toilets, sinks and/or faucets, as reported by homeowners who renovated their bathrooms in the past 12 months, are currently renovating their bathrooms, or are planning to renovate their bathrooms in the next 3 months.
What Products & Materials We Install In Our Bathrooms: Plumbing Fixtures
USA Japan Australia New Zealand
Canada Russia Germany UK France Italy Spain Sweden* Denmark* Ireland
TOILETS: DOUBLE FLUSH
SINKS: TWO
FAUCETS: WALL MOUNTED
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USA & Canada Asia - Pacific Europe
23% 34%
16% 15% 8%
29% 13%
21% 18% 15% 15% 13%
48% 33%
5% 9%
29% 14%
23%
*Percentages reflect the combined data for Sweden and Denmark.
Charts below show frequency of homeowners installing toilets, bathtubs and/or showers with high-tech features, among homeowners updating their toilets, bathtubs and/or showers, respectively, as reported by homeowners who renovated their bathrooms in the past 12 months, are currently renovating their bathrooms or are planning to renovate their bathrooms in the next 3 months.
What Features We Choose in Our Bathrooms: High-Tech Features
USA & Canada Asia - Pacific Europe
USA Japan Australia New Zealand
Canada Russia Germany UK France Italy Spain Sweden* Denmark* Ireland
HIGH TECH TOILETS
HIGH TECH SHOWERS
HIGH TECH TUBS
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*Percentages reflect the combined data for Sweden and Denmark.
29% 18% 12%
93%
13%
11% 15% 10% 6% 8% 5% 8% 8% 11% 10% 4% 3% 20%
5%
12% 10% 13% 16% 13% 13% 21%
9% 15% 13% 15% 5% 8% 6%
18% 9%
29% 12% 14% 17% 19% 18%
10%
How We Use Our Bathrooms: Time Spent in the Bathroom
USA Japan Australia New Zealand
Canada Russia Germany UK France Italy Spain Sweden* Denmark* Ireland
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USA & Canada Asia - Pacific Europe
AVERAGE TIME SPENT IN A HOME BATHROOM PER DAY: OVER 30 MINUTES
WEEKLY MOBILE DEVICE USAGE IN A HOME BATHROOM: AT LEAST ONCE
73% 64%
80%
51%
76% 75% 74% 73% 60%
78% 71%
60% 60% 57%
69% 55% 62%
51%
78%
52% 63% 69%
52% 44% 40% 38%
62% 52%
Charts below show frequency of average time spent in home bathrooms per day, as well as frequency of weekly mobile device usage in home bathrooms, as reported by homeowners who renovated their bathrooms in the past 12 months, are currently renovating their bathrooms, or are planning to renovate their bathrooms in the next 3 months.
*Percentages reflect the combined data for Sweden and Denmark.
Methodology
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The survey was sent to registered Houzz users all over the world, and fielded in
June – August 2017. Homeowners who completed a bathroom renovation project in
the past 12 months, are currently working on one, or plan to start one in the next
three months shared their plans and progress in our online survey. N=10,474.
Country N USA (US) 2,032 Canada (CA) 180 Australia (AU) 1,714 New Zealand (NZ) 364 Denmark (DK) 145 France (FR) 1,085 Germany (DE) 570 Ireland (IE) 218 Italy (IT) 956 Japan 231 Russia (RU) 512 Spain (ES) 576 Sweden (SE) 176 United Kingdom (UK) 1,715