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Carpets and Floorcoverings - UK - January 2016

“At last retailers are trying to escape from always relying on discounting to generate interest and are shifting their emphasis to home-making and style. This comes at a time when the market has gained momentum, with new energy because of stronger consumer confidence and a pick-up in the housing market.”

Jane Westgarth, Senior Market Analyst

This report answers the following questions:

  • How can retailers move away from the focus on discounting and create more added value?
  • When people buy flooring and carpets how much does service matter?
  • Are people buying as part of a whole room makeover?

After several years of weak demand, consumer spending on carpets and floorcoverings has revived, stimulated by a more buoyant housing market. Retailers, which had struggled to make any gains in sales, have seen an uptick in sales volumes because of this. But, the carpet market has been changing fast and there has been a swing away from wool to synthetics with a corresponding fall in typical prices charged. Plus, the long-term trend towards smooth flooring means that wood, laminates, tiles and vinyl all compete for attention against fitted carpets, yet favour demand for loose carpets and rugs.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
        • Carpets and rugs
          • Smooth flooring
          • Executive Summary

              • Growth of 17.5% expected by 2020
                • Figure 1: Consumer spending on carpets and floorcoverings, 2010-20
              • Long-term trend towards smooth flooring
                • Figure 2: Consumer spending on carpets and floorcoverings, by segment, 2011-15
              • Market factors
                • Figure 3: Housing tenure, UK, 2012-15
              • One million more homes in five years
                • Figure 4: UK households, by size, 2009-19
              • Consumers are feeling confident
                • Figure 5: How respondents would describe their financial situation, October 2015
              • Companies, brands and innovation
                • Carpetright is the dominant specialist
                  • Figure 6: Distribution of carpets and floorcoverings, 2015 (est)
                • The consumer
                  • Figure 7: Rooms for which carpets and floorcoverings purchased in the last three years, October 2015
                  • Figure 8: Rooms for which carpets and floorcoverings purchased in the last three years, most recent, October 2015
                  • Figure 9: Types of flooring purchased in the last three years, October 2015
                  • Figure 10: Types of flooring purchased in the last three years, most recent, October 2015
                  • Figure 11: Spend on most recent flooring purchase, October 2015
                  • Figure 12: Source of the most recent purchase of carpets and floorcoverings, October 2015
                  • Figure 13: Why they decided to buy new flooring, October 2015
                  • Figure 14: Attitudes about shopping for carpets and flooring, October 2015
                  • Figure 15: Target groups for carpets and flooring, October 2015
                • Quality Fitting (22%)
                  • Engagers (28%)
                    • Self-servers (20%)
                      • Onliners (30%)
                        • What we think
                        • Issues and Insights

                          • How can retailers move away from the focus on discounting and create more added value?
                            • The facts
                              • The implications
                                • When people buy flooring and carpets how much does service matter?
                                  • The facts
                                    • The implications
                                      • Are people buying as part of a whole room makeover?
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • 17.5% growth by 2020 forecast for carpets and floorcoverings
                                              • Average transactions will fall
                                                • People refit 2-4 years after moving
                                                  • Private renters swell demand for rugs
                                                    • 25% have healthy finances
                                                      • Extending the home
                                                        • Carpetright (13%) is the dominant specialist
                                                          • Large number of carpet independents
                                                            • Online browsing more important than online shopping
                                                            • Market Size and Forecast

                                                              • Growth of 17.5% expected by 2020
                                                                • Figure 16: Consumer spending on carpets and floorcoverings, 2010-20
                                                                • Figure 17: Consumer spending on carpets and floorcoverings, 2010-20
                                                              • Market segmentation
                                                                • Figure 18: Consumer spending on carpets and floorcoverings, by segment, 2011-15
                                                              • Elements of carpet spending
                                                                • Figure 19: Consumer spending on carpets, by segment, 2015
                                                              • Synthetic carpets now dominate
                                                                • High volumes of rugs
                                                                • Market Drivers

                                                                  • Home owners in the majority
                                                                    • Growth in housing transactions
                                                                      • Figure 20: Residential property transactions, UK, 2011-15
                                                                    • Rapid changes in housing status
                                                                      • Figure 21: Housing tenure, UK, 2012- 15
                                                                    • Rising household numbers
                                                                      • More single and two-person households
                                                                        • Figure 22: UK households, by size, 2009-19
                                                                      • Improved consumer confidence
                                                                        • Figure 23: Trends in current financial situation compared a year ago, measured at October, 2011-15
                                                                      • 25% have healthy finances
                                                                        • Figure 24: How respondents would describe their financial situation, October 2015
                                                                      • Refurbishing rooms
                                                                        • Figure 25: Trends in activities done and consider to do, spend money on my home (new kitchen, redecorate, new furniture etc), July 2012-September 2015
                                                                      • Cheaper to extend than move
                                                                        • Disruptive influences including floods
                                                                        • Channels of Distribution

                                                                          • Carpetright is the dominant specialist
                                                                            • Figure 26: Distribution of carpets and floorcoverings, 2015 (est)
                                                                          • Complex purchase
                                                                            • Large informal carpet retail industry
                                                                              • Large number of carpet independents
                                                                                • Intensifying competition
                                                                                  • Retailers expanding ‘home’ chains
                                                                                    • Have we fallen out with DIY?
                                                                                      • Online specialists
                                                                                        • Smooth flooring specialists
                                                                                          • Investigation into reference pricing
                                                                                          • Key Players – What You Need To Know

                                                                                            • Major players in manufacturing
                                                                                              • High level of range refreshment
                                                                                                • Environmental awareness
                                                                                                  • Technical developments
                                                                                                  • Suppliers of Carpets and Floorcoverings

                                                                                                      • Figure 27: Leading manufacturers of carpets and floorcoverings, 2015
                                                                                                  • Launch Activity and Innovation

                                                                                                    • New colours and ranges
                                                                                                      • Designer collaborations
                                                                                                        • Figure 28: Design collaboration, forbo flooring, 2015
                                                                                                      • Recycling schemes
                                                                                                        • Personalising carpets
                                                                                                          • Figure 29: Personalised rugs,Axminster,2015
                                                                                                        • ‘Dry’ fibre for carpets
                                                                                                          • Natural shaping for floor boards
                                                                                                            • Figure 30: Naturally shaped floor boards, bolefloor, 2015
                                                                                                          • New Unilyn ranges
                                                                                                            • Topps Tiles committed to innovation
                                                                                                              • Tapi differentiates
                                                                                                              • Advertising and Marketing Activity

                                                                                                                • £21.7 million spent in 2014
                                                                                                                  • Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure on carpets and floorcoverings, 2011-14 and 2015 Jan-Nov
                                                                                                                • Carpetright tops the advertising league
                                                                                                                  • Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure on carpets and floorcoverings, by advertiser, 2014
                                                                                                                  • Figure 33: Recorded above-the-line, online display and direct mail total advertising expenditure on carpets and floorcoverings, by advertiser, 2011-14
                                                                                                                • Press takes half of all spending
                                                                                                                  • Figure 34: Recorded above-the-line, online display and direct mail total advertising expenditure on carpets and floorcoverings, by media type, 2014
                                                                                                                • A note on adspend
                                                                                                                • The Consumer – What You Need to Know

                                                                                                                  • One in five bought for the living room
                                                                                                                    • Lowest purchasing by private renters
                                                                                                                      • Moving house has the greatest influence on demand
                                                                                                                        • Fitted carpets are the most popular purchase
                                                                                                                          • Smooth flooring popular with ABs
                                                                                                                            • Older shoppers are the highest spenders
                                                                                                                              • Significant opportunity for growth for multiples
                                                                                                                                • Replacement is the biggest driver of demand
                                                                                                                                  • Expert advice, not pushy selling
                                                                                                                                    • People highly aware of discounts
                                                                                                                                      • 44% want to browse online first
                                                                                                                                      • Purchases of Carpets and Floorcoverings by Room

                                                                                                                                        • Living room flooring purchased most often
                                                                                                                                          • Figure 35: Rooms for which carpets and floorcoverings purchased in the last three years, October 2015
                                                                                                                                        • How many rooms have they bought for?
                                                                                                                                          • Figure 36: Rooms for which carpets and floorcoverings purchased in the last three years, repertoire, October 2015
                                                                                                                                        • Least purchasing by private renters
                                                                                                                                          • Figure 37: Any carpets and floorcoverings purchased in the last three years, by housing tenure, October 2015
                                                                                                                                        • Recent movers are more likely to buy carpets and flooring
                                                                                                                                          • Figure 38: Rooms for which carpets and floorcoverings purchased in the last three years, by length of time in current home, October 2015
                                                                                                                                        • 34% have bought for the living room most recently
                                                                                                                                          • Figure 39: Rooms for which carpets and floorcoverings purchased in the last three years, most recent, October 2015
                                                                                                                                      • Types of Flooring Purchased in the Last Three Years

                                                                                                                                        • Carpets and rugs purchased more regularly than smooths
                                                                                                                                          • Figure 40: Types of flooring purchased in the last three years, October 2015
                                                                                                                                        • Fitted carpets are the most popular purchase
                                                                                                                                          • A quarter of those in rented property bought rugs
                                                                                                                                            • Smooth flooring popular with ABs
                                                                                                                                              • Figure 41: Types of flooring purchased in the last three years, October 2015
                                                                                                                                            • Fitted carpets bought most recently
                                                                                                                                              • Figure 42: Types of flooring purchased in the last three years, most recent, October 2015
                                                                                                                                          • Spend On Most Recent Flooring Purchase

                                                                                                                                              • Figure 43: Spend on most recent flooring purchase, October 2015
                                                                                                                                          • Where They Bought Carpets and Floorcoverings

                                                                                                                                              • Figure 44: Source of the most recent purchase of carpets and floorcoverings, October 2015
                                                                                                                                            • Independents capture high spenders
                                                                                                                                              • Figure 45: Spend on most recent purchase of carpets and floorcoverings, by selected retailer, October 2015
                                                                                                                                          • Why They Decided to Buy New Flooring

                                                                                                                                              • Figure 46: Why they decided to buy new flooring, October 2015
                                                                                                                                              • Figure 47: Why they decided to buy new flooring, repertoire, October 2015
                                                                                                                                          • Attitudes towards Shopping For Carpets and Flooring

                                                                                                                                            • Advice but only when they want it
                                                                                                                                              • Important to have a good fitting service
                                                                                                                                                • People are aware of discounts
                                                                                                                                                  • Figure 48: Attitudes about shopping for carpets and flooring, October 2015
                                                                                                                                                • Four main target groups
                                                                                                                                                  • Figure 49: Target groups for carpets and flooring, October 2015
                                                                                                                                                • About the target groups
                                                                                                                                                  • Quality Fitting (22%)
                                                                                                                                                      • Figure 50: Attitudes towards buying carpets and flooring, by target group, Quality Fitting, October 2015
                                                                                                                                                      • Figure 51: Why they decided to buy new flooring, by target group, Quality Fitting, October 2015
                                                                                                                                                    • Engagers (28%)
                                                                                                                                                        • Figure 52: Attitudes towards buying carpets and flooring, by target group, Engagers, October 2015
                                                                                                                                                        • Figure 53: Why they decided to buy new flooring, by target group, Engagers, October 2015
                                                                                                                                                      • Self-servers (20%)
                                                                                                                                                          • Figure 54: Attitudes towards buying carpets and flooring, by target group, Self-servers, October 2015
                                                                                                                                                          • Figure 55: Why they decided to buy new flooring, by target group, Self-servers, October 2015
                                                                                                                                                        • Onliners (30%)
                                                                                                                                                            • Figure 56: Attitudes towards buying carpets and flooring, by target group, Onliners, October 2015
                                                                                                                                                            • Figure 57: Why they decided to buy new flooring, by target group, Onliners, October 2015
                                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                          • Data sources
                                                                                                                                                            • Market sizing and segment performance
                                                                                                                                                              • Fan chart forecast
                                                                                                                                                                • Abbreviations

                                                                                                                                                                Companies Covered

                                                                                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                                                                                Carpets and Floorcoverings - UK - January 2016

                                                                                                                                                                £1,995.00 (Excl.Tax)