When it comes to kitchen countertops, the natural look is in. According to the 2017 U.S. Houzz Kitchen Trends Study, most homeowners want the warmth and elegance that stone provides, with 88% citing marble as their top look of choice, though only 5% actually chose a marble countertop as it requires frequent sealing and upkeep.

Data from the Houzz study revealed that “look and feel” and “durability” were the top motivating factors in choosing a countertop surface, far ahead of cost, which only 21% of homeowners said was their top motivator. For builders, this provides an opportunity to cash in on higher-end upgrades.

“This is where we really have a chance to upsell products and help buyers customize their kitchen,” says Quadrant Homes President Ken Krivanec. “It’s a frequent area where people choose to upgrade and invest.”

In addition to aesthetic appeal, respondents to the Houzz survey cited durability (53%), easy cleaning and sanitizing (38%), stain resistance (25%), and scratch resistance (14%) as some of the main considerations when choosing a countertop.

“There is an increased focus on maintenance and durability,” says Jared Becker, vice president of design and marketing at Walker Zanger, a company that makes countertops from both natural and engineered stone. “Consumers are asking for materials that are both versatile and easy to maintain while still complementing their design aesthetic.”

Granite’s days as the most popular countertop surface are coming to an end. Houzz found that 40% of homeowners renovating their kitchen chose quartz (or engineered stone) countertops, while the share of those who chose granite fell 4% from 2016 to 41%.

Respondents said they like quartz for its durability, easy cleanup, and stain and scratch resistance. The surface also reduces the potential for bacterial growth from food, mold, or water absorption, says Summer Kath, senior vice president of business development and head of design for quartz manufacturer Cambria.

The share of quartz countertops in kitchens continues to grow despite being a pricier choice. Cambria and Wilsonart both offer quartz surfaces at about $85 per square foot, which is around the average cost of most marble and granite options.

Laminate manufacturers are offering stone-inspired designs as well as a lower-cost alternative to quartz at about $33 per square foot installed, says Wilsonart designer Brooke Mays. With advanced printing technology, a natural look can be replicated on most materials to give homeowners both the aesthetic and performance that they want.

Wilsonart offers a number of anti-microbial, stain- and scratch-resistant laminate countertop options in numerous colors and designs, including natural stone and wood grain looks.

“I don’t think that [these materials] will ever surpass stone, but it’s a very important trend to watch as people look to make their space their own,” she says.

• Four Countertops with a Natural Stone Look

  These countertop options resemble marble and granite but require less maintenance for homeowners.

  

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