Needs of Millennial Kitchen & Bath Professionals

1 in 3 American adults is a Millennial

Who is a Millennial?• Age 18-32 (DOB 1984 - 1998).

• Claim an increasing share of the prime market place; even more than Baby Boomers.

• Are more connected, technologically advanced, and the most racially diverse population in U.S. history.

Millennials$600M avg. annual spend in 2016 will explode to $1.4T in 2020

Millennials will control 30% of all retail sales in 2020

30% of all retail sales by Millennial$600

M in 2016

$1.4T in 2020

• 65% of millennial K&B designers cite Houzz as their #1 inspiration source.

• Other top sources: Pinterest, KBIS, and manufacturers’ websites & catalogs.

• Appeals to young designers b/c wealth of “real life” kit. & baths;

• Ease of use & searchability;

• Ability to share ideas w/ clients who also use it.

What Inspires Millennials?

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People-focused

• Asked to describe their sales role, 82% say it is ‘relationship-oriented’ and 53% describe it as ‘consultative.’

• Some volunteered that they must be both people- and design-focused to be successful.

Millennial’s Sales

Approach

People-focused

64%

Design-focused

33%

Product-focused

3%

Millennials: Value of the NKBA

• Almost 2-in-3 feel NKBA is the best resource for young professionals, primarily because it is focused singularly on kitchens and baths and NKBA helps them problem solve.

• Millennial K&B Pros want NKBA to raise the status of its brand.

• NKBA is the #1 resource, but not for inspiration.

• Adding more quality content & images would boost the use of NKBA resources.

• Younger designers not convinced of the importance of industry certifications.

• Feel NKBA should do more to build the brand so that it is important to homeowners, as well as other building professionals.

This full report includes:• An inside look at sources of

inspiration, sales approaches, sales tools and business resources used by millennial K&B professionals.

• In-depth look at millennial K&B professionals social media usage.

• Professional development and continuing education as it appeals to K&B millennials.

Our reports are $99 for members,$499 for non-members.NKBA research provides the insights you need to be successful in the kitchen and bath industry.

Access this and other NKBA research reports here: nkba.org/research