NKBA Study Reveals Current Factors Influencing Kitchen & Bath Design

Hackettstown, NJ, June 22, 2020-As part of its ongoing commitment to provide leading insights into the kitchen and bath industry, the National Kitchen & Bath Association (NKBA) released benchmark research on the impact people’s behavior, life stage and habits have on kitchen and bath design. NKBA Living Impacts Design research is a comprehensive study that examines the outside influences transforming how kitchens and baths will be designed over the next three years. 

From the data four overarching themes emerged: Connected Living, Simplified Living, Healthy Living and Living in Place. 

  • Connected Living: The need for increased human interaction, information access and a connection with nature; 87% surveyed listed need for greater inclusion and visibility with open kitchen layouts, multi-function spaces within the kitchen to work for a variety of activities (meal prep, entertaining, school and work-from-home). 
  • Simplified Living: Home is a shelter and a retreat from a chaotic world. 80% of respondents said minimizing clutter, cleaning and targeted storage is a critical design need for the kitchen and bath. 69% want their bathrooms to be an escape and 61% want design spaces for easy meal-prep.
  • Healthy Living: Creating spaces that fuel and heal the body; establishing a deeper connection to nature, focus on wellness. 48% want kitchens that help them to be more health-conscious. 
  • Living in Place: Multiple generations are living together under the same roof, so there is an increased need for spaces that work for all, no matter their age, ability or physical  challenges. 67% surveyed have a desire to age in place, and more than 60% want kitchens and baths that are easily used for all ages and skills. 

“People need an escape from a chaotic world, and their home provides that safe haven,” explained Tricia Zach, head of research for NKBA. “Our lives are bursting with responsibilities and commitments. We’re tasked to do more with less time, and this research provides valuable insights to the specific tools and solutions people need to help them achieve a better quality of life.”            


  • Larger kitchen islands-multifunctional for meal prep, dining, work-from-home 
  • Open floor plan with fewer walls, allowing increased visibility and broader sight lines to other rooms, entertainment, media, nature/outdoors 
  • Increased number of charging outlets 
  • Landing counters for groceries and food delivery 
  • Larger sinks and refrigerators to wash and store fresh produce 
  • Commercial finishes and fabrics for easy cleaning and durability 
  • Recycling and composting stations 


  • Large-format tile, thinner grout lines for easier cleaning 
  • Compartmentalized storage with integrated outlets (hairdryer, razor, toothbrush, phone) 
  • Self-cleaning toilets 
  • Larger, zero-clearance showers with integrated seating and decorative grab bars 
  • Heated flooring 
  • Wi-Fi connectivity 
  • Voice activation for shower, lighting, entertainment
  • Larger windows for increased natural lighting 
  • Use of natural materials including bamboo, stone, live plants 

The NKBA Living Impacts Design research also examines which lifestyle habits are most important to homeowners in various life stages (Millennial, Gen X, Boomers and Greatest/Silent generation). While the majority of the themes were universal across each life stage, there are specific areas of importance for each generation. 

In the kitchen, Millennials with kids and Gen X are driving many needs. In the bath, younger generations place higher importance on the environment, while older generations rank the need to heal and age in place as a top priority. 

Key Design Trends Emerging 

Several significant design trends are becoming evident as a result of these lifestyle changes, and are identified in the research. 

Design Theme Prominence Based on Life Stage

Millennials without kids 

  • Kitchen: Health-conscious, connection with nature 
  • Master Bath: Limited impact on the environment, feeling of the outdoors 

Millennials with kids 

  • Kitchen: Ease in meal prep, open layout 
  • Master Bath: Multi-tasking and productivity, limited impact on the environment 

Gen X 

  • Kitchen: Open layout, comforting place to spend time, love to cook 
  • Master Bath: An escape, minimal clutter 


  • Kitchen: Comforting place for spending time, entertaining, open layout 
  • Master Bath: Comfortable for all generations, promoting wellness 


  • Kitchen: Comforting place for spending time, organization, minimal clutter 
  • Master Bath: Comfortable for all generations, minimal clutter