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28th January 2021

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Der Kreis presents research results at LivingKitchen

Europe's largest kitchen and bathroom buying group for independent kitchen specialists, Der Kreis, actively promotes young talent in the kitchen industry. In 2009, a foundation was set up to recruit, and excite young people into the specialist kitchen and design industry.

Together with kitchen specialists and partners from the kitchen industry, the foundation initiates and encourages study projects at universities and colleges that focus on the kitchen, and all of its facets. The most recent study was designed to discover more about the ideas and needs of consumers and connect them with the kitchen living space.

Students of health sciences at Furtwangen University, Germany, surveyed young people, aged 19-29, asking a variety of questions, including 'What will tomorrow's kitchen look like?' The results were presented at the LivingKitchen exhibition in Cologne, January 2017.

The survey revealed that 89% of those surveyed regarded the kitchen as either important, or very important, and the most significant findings were that young people liked to use fresh fruit and vegetables, good quality food, and enjoy being together with their loved ones whilst cooking.

The research also revealed that the most desired kitchens were the family kitchen and the high-tech kitchen. Female respondents (69%) further reported that having a kitchen suitable for children was important, and over half of the women surveyed were interested in having smart appliances. The analysis also showed that there is a growing trend to integrate the kitchen with the garden.

The results of the survey were analysed, in cooperation with students who studied design and art, who recognised that there is no other room like the kitchen, where individuality of design is more important than any other room. There is not just one kitchen of tomorrow, but many different designs, depending on an individual's lifestyle. This resulted in four different types of cook with a kitchen to suit each.

The results of the study revealed:

Bio-cooks:
- Friends and family are more important that status and stress
- The most important component when cooking is organic, fresh and locally grown fruit and vegetables
- Cooking and the kitchen are both regarded as something special
- Quality and aesthetics in the kitchen are valued

Casual cooks:
- Professional and social life regarded as more important than cooking
- They eat high-quality, ready-to-eat and take-away meals when convenient, as they are rarely at home
- The most important thing when cooking is to be full at the end
- The kitchen doesn't take high priority; it must be flexible and mobile and they are quite happy to eat on the sofa

Pleasure cooks:
- Like to cook with company; cooking is a hobby and a part of relaxation
- The kitchen is at the centre of the living space
- They are individualists and tech-savvy
- Freshness, quality and authenticity of products are highly important
- Passionate about design; they are perfectionists and prefer a high-tech kitchen

Clever cooks:
- The kitchen demands smart management; they are organised and they think in a structured manner
- The kitchen must be ergonomically designed
- Shopping, preparation and dining must be coordinated
- Prepares light, low fat and nutritious meals; cooks regularly for the family
- Likes solutions tailored towards eating habits

"It is important to understand what aspects of the kitchen are important to young people, to create a more knowledgeable and creative industry, and raise professional standards", says Bill Miller, managing director, KBBG, part of Der Kreis.

"The study unearthed some very interesting results. It wasn't surprising to see that high-tech kitchens are increasingly popular, and it was good to note that family kitchens are still of high importance. The integrated kitchen and garden result is also an interesting outcome, certainly something for retailers to keep on the agenda."

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7th April 2017