Designer kitchen appliances are king, says Gorenje survey

TV programmes and glossy mags are the go-to guides for home décor inspiration, according to a survey carried out on behalf of kitchen appliance manufacturer Gorenje.

The study was conducted by Censuswide, who questioned 1,000 UK respondents in January. It looked into the kitchen decorating habits of consumers, and discovered one in three had redecorated in the last three years.

The media was one of the biggest influences for home design, with 19% of respondents admitting that it was TV shows and home magazines that inspired them to refresh their décor. Family and friends accounted for 20%, social media 6% and celebrities 2%.

However, over a quarter of 55+ year olds said that in-store displays/shops inspired their current kitchen designs compared with one in eight of 25-34 year olds.

When asked what appliance they would be most willing to spend money on, 26% cited an oven, 21% mentioned a fridge freezer and 11% said a washing machine. Overall, ovens came out on top (at 26.4%) as the appliance that both men and women would be most willing to invest in.

More than a third of respondents would choose a designer appliance to update their kitchen. The main reasons cited were style (24%), perceived quality (17%) and brand name (13%).  

Women were more likely to be tempted by designer kitchen appliances, with 40% revealing that if money was no object they would invest in one, compared with 30% of men.

Gorenje sales director Stuart Benson commented: “We’ve seen more and more consumers select appliances from our design lines, such as our exclusive Gorenje by Starck range of kitchen appliances, as they embrace decorating and renovation trends – and increasingly look for appliances that are part of a set to give their kitchen the real ‘wow factor’.

“The kitchen is the heart of the home and this survey reveals just how much importance consumers place on it as a room to express their aesthetic taste and lifestyle.”


The exclusive Gorenje by Starck appliance range with minimalist design and high-end reflective glass and stainless steel

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