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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.

2

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




AVERAGE SPEND ON BATHROOM RENOVATION (IN $1,000’S)


$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


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


OVERALL PRO HIRING

Denmark*

France

Germany

Ireland

Italy

Russia

Spain

Sweden*

UK


OVERALL PRO HIRING


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


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


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





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%


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


21%

25%

31%

40%

29%

34%

23%

31%

27%

28%

31%

25%

34%

26%



42%

43%

55%

19%

53%

46%

53%

72%

57%

60%

22%

51%

46%

51%


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.



SHOWER ENTRY: CURBLESS

SHOWERHEAD: RAIN/WATERFALL


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%



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




STYLE: ALCOVE

TYPE: SOAKING

FEATURE: SPACE FOR TWO


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%


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



TOILETS: DOUBLE FLUSH

SINKS: TWO

FAUCETS: WALL MOUNTED



23% 34%

16% 15% 8%

29% 13%

21% 18% 15% 15% 13%

48% 33%

5% 9%

29% 14%

23%


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




HIGH TECH TOILETS

HIGH TECH SHOWERS

HIGH TECH TUBS



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





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.


Methodology


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

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