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Carpets and Floorcoverings - UK - March 2012

“Tomorrow’s flooring retailers will need to be more compelling places to shop, give a better customer experience and create a source of inspiration for people wanting to create the best results for their interiors. We expect to see more design literate sales people and more imaginative ways of illustrating the way that carpets and flooring can influence the look of a room.”

– Neil Mason, Head of Retail Research

Some questions answered in this report include:

  • What part does the internet play in shopping for carpets?
  • Manufacturers are making more efforts to improve their environmental credentials, so does this give them any competitive advantage?
  • Are people refurbishing their homes if they can’t move house? And how does this affect demand for floorcoverings?
  • How does the proportion of people in rented property influence demand?
  • Is the fashion for wood floors still relevant today?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Future Opportunities

          • Trend: Green technology
            • Trend: Why Buy?
            • Executive Summary

                • The market
                  • Figure 1: Consumer spend on carpets and floorcoverings, 2006-16 (fore)
                  • Figure 2: Market for floorcoverings, by segment, 2011
                • Market factors
                  • Figure 3: Attitudes towards the home, 2007-11
                  • Figure 4: Number of households in the UK, by size, 2006, 2011 and 2016 (fore)
                • Companies, brands and distribution
                    • Figure 5: Distribution of carpets and floorcoverings, by outlet type, 2011
                  • The consumer
                    • Figure 6: Purchasing of floorcoverings in the last year, November 2011
                    • Figure 7: Reasons for purchase of new floorcoverings, November 2011
                  • Important factors when choosing floorcoverings
                    • Figure 8: Important factors when choosing floorcoverings, November 2011
                  • How consumers select a retailer
                    • Figure 9: Important factors when choosing where to buy, November 2011
                  • Target groups
                    • Figure 10: Customer typologies for carpets and floorcoverings, November 2011
                  • What we think
                  • Issues in the Market

                      • What part does the internet play in shopping for carpets?
                        • Manufacturers are making more efforts to improve their environmental credentials, so does this give them any competitive advantage?
                          • Are people refurbishing their homes if they can’t move house? And how does this affect demand for floorcoverings?
                            • How does the proportion of people in rented property influence demand?
                              • Is the fashion for wood floors still relevant today?
                              • Internal Market Environment

                                • Key points
                                  • Interest in home improvements falls
                                    • Figure 11: Attitudes towards the home, 2007-11
                                  • 25-34s are a key target
                                    • Private renters less interested in the home
                                      • Allergic to the modern world
                                        • Figure 12: Allergies prone to, 2007-11
                                      • Price inflation for carpets and floorcoverings
                                        • Figure 13: Annual change in consumer prices for ‘carpets and other floorcoverings’, Jan 2009-Dec 2011
                                      • Imports and exports
                                        • Apartment dwellers and noise
                                          • Figure 14: Type of housing in the UK, 2011
                                        • Fashion trends
                                        • Broader Market Environment

                                          • Key points
                                            • Slowdown in housing transactions
                                              • Figure 15: Residential property transactions, by quarter, 2006-11
                                              • Figure 16: Purchasing of floorcoverings, by length of time in current home, 2011
                                            • Extending the home
                                              • Figure 17: Ownership of home extensions, 2007 and 2011
                                            • More homes help to boost demand
                                              • Figure 18: UK households, by size, 2006-16
                                            • Trend towards smaller homes
                                              • Figure 19: Number of bedrooms in home, 2007-11
                                            • Consumer caution leads to higher levels of savings
                                              • Figure 20: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
                                            • Entertaining at home
                                              • Figure 21: Agreement with the statement ‘ I enjoy entertaining people at home’, 2007-11
                                            • Rise in core home-makers
                                              • Figure 22: Trends in the age structure of the UK population, 2006-16
                                            • Catering for retirees
                                              • Upwardly mobile population will help drive high end lines
                                                • Figure 23: Forecast adult population trends, by socio-economic group, 2006-16
                                              • Environmental interest slides in economic downturn
                                                • Figure 24: Trends in agreement with attitudinal statements, the home, 2007-11
                                              • Recycling
                                                • Green Deal
                                                • Competitive Context

                                                  • Key points
                                                    • Spend on floorcoverings in context
                                                      • Figure 25: UK Consumer spending on selected home products, 2007-11
                                                    • Comparison of retail sales figures
                                                      • Figure 26: Comparison of retail sales, at current prices (non-seasonally adjusted), 2007-11
                                                  • Strengths and Weaknesses in the Market

                                                    • Strengths
                                                      • Weaknesses
                                                      • Who’s Innovating?

                                                        • Key points
                                                          • Vinyl manufacturers creating natural looking products
                                                            • Figure 27: Pergo, natural appearance for vinyl floor, wood and leather examples, 2012
                                                          • Using natural materials and fibres
                                                            • Customised floors
                                                              • Figure 28: Example of design for Forbo Floorlink Vinyl, 2011
                                                              • Figure 29: Makemycarpet, sample rug design, 2012
                                                            • Linking up with famous designers
                                                              • Figure 30: Ice collection rugs designed by Danish artist, example, 2012
                                                            • Forbo gives 20-year guarantee
                                                              • Forbo pushes sustainability boundaries
                                                              • Market Size and Segmentation

                                                                • Key points
                                                                  • Consumer spending on carpets and floorcoverings
                                                                    • Figure 31: UK consumer spending on carpets and floorcoverings, 2006-16
                                                                  • Segment performance
                                                                    • Figure 32: UK retail value of carpets and flooring by segment, 2007-11
                                                                  • Forecast
                                                                    • Figure 33: Consumer spend on carpets and floorcoverings, 2006-16 (forecast)
                                                                • Companies and Products

                                                                  • Major players
                                                                    • Axminster Carpets Limited
                                                                        • Figure 34: Financial performance of Axminster Carpets Ltd, 2008 and 2009
                                                                      • Brintons Carpets Ltd
                                                                          • Figure 35: Financial performance of Brintons Ltd, year to July 2008 and 2009
                                                                        • Victoria Carpets
                                                                            • Figure 36: Financial performance of Victoria Plc Limited, 2010 and 2011
                                                                          • Cormar carpets
                                                                              • Figure 37: Financial performance of Cormar Carpets (Greenwood & Coope) Limited, 2009 and 2010
                                                                            • Ulster Carpets
                                                                                • Figure 38: Financial performance of Ulster Carpets Mills (Holdings) Limited, 2010 and 2011
                                                                              • Kronospan Limited
                                                                                  • Figure 39: Financial performance of Kronospan Holdings Limited, 2009 and 2010
                                                                                • Unilin
                                                                                  • Forbo Flooring UK Limited
                                                                                      • Figure 40: Financial performance of Forbo Flooring UK Limited, 2009 and 2010
                                                                                    • Other companies
                                                                                      • Figure 41: Selected other companies in the floorcoverings market, January 2012
                                                                                  • Channels to Market

                                                                                    • Key points
                                                                                      • Distribution of carpets and floorcoverings
                                                                                        • Independents dominate distribution
                                                                                          • Figure 42: UK retail sales of carpets and smooth floorcoverings, by outlet type, 2009 and 2011
                                                                                          • Figure 43: Carpet Foundation Logo, 2012
                                                                                        • Buying groups
                                                                                          • Headlam
                                                                                            • Carpet multiples
                                                                                              • Carpetright
                                                                                                • Allied Carpets
                                                                                                  • United Carpets
                                                                                                    • Franks
                                                                                                      • Smooth flooring specialists
                                                                                                        • DIY retailers
                                                                                                          • Department stores
                                                                                                            • Tesco
                                                                                                              • Furniture retailers
                                                                                                              • Brand Communication and Promotion

                                                                                                                • Key points
                                                                                                                  • Advertising spend falls
                                                                                                                    • Figure 44: Main media advertising expenditure – carpets & soft floorcoverings, and hard flooring, 2007-11*
                                                                                                                  • Carpetright dominates advertising spend
                                                                                                                    • Figure 45: Main media advertising expenditure on carpets and hard flooring, by advertiser, 2007-11
                                                                                                                    • Figure 46: Main media advertising expenditure on carpets and soft floorcoverings, and hard flooring, by advertiser, 2011
                                                                                                                  • Press is the dominant media choice
                                                                                                                    • Figure 47: Main media advertising expenditure on carpets & soft floorcoverings, and hard flooring, by media type, 2008-11
                                                                                                                  • Autumn is the most active time
                                                                                                                    • Figure 48: Average monthly spending on main media advertising on carpets & soft floorcoverings, and hard flooring, 2007-11
                                                                                                                  • Industry campaigns
                                                                                                                    • Advertising campaigns
                                                                                                                    • Ownership and Purchasing Patterns

                                                                                                                      • Key points
                                                                                                                        • Carpets purchases dominate activity
                                                                                                                          • Figure 49: Ownership and purchasing of carpets, wooden floors and other floorcoverings/tiles, 2007-11
                                                                                                                        • Purchasers by type of flooring
                                                                                                                          • Figure 50: Purchasers of floorcoverings, by type bought, 2011
                                                                                                                        • The influence of house moves
                                                                                                                          • Figure 51: Purchases of floorcoverings by length of time in current home, 2011
                                                                                                                          • Figure 52: Purchasers of floorcoverings, by type, by household tenure, 2011
                                                                                                                        • Wealthier families are most likely to buy
                                                                                                                          • Figure 53: Purchasers of carpets, by Mintel’s special groups, 2011
                                                                                                                      • The Consumer – Types of Floorcoverings and Stimulus to Buy

                                                                                                                        • Key points
                                                                                                                          • Flooring owned
                                                                                                                              • Figure 54: Types of floorcoverings owned, November 2011
                                                                                                                              • Figure 55: Repertoire of carpets and flooring, ownership, November 2011
                                                                                                                            • Carpets bought in the last year
                                                                                                                              • Figure 56: Purchasing of floorcoverings in the last 12 months, November 2011
                                                                                                                            • Number of items purchased
                                                                                                                              • Figure 57: Repertoire of carpets and flooring purchased in the last 12 months, November 2011
                                                                                                                            • Planning to buy in the next 12 months
                                                                                                                              • Figure 58: Plans to buy floorcoverings, next 12 months, November 2011
                                                                                                                              • Figure 59: Plans to buy floorcoverings, next 12 months, by age band, November 2011
                                                                                                                              • Figure 60: Repertoire of carpets and flooring, purchasing intentions, November 2011
                                                                                                                            • Reasons for purchase
                                                                                                                              • Figure 61: Reasons for purchase or planned purchase of new flooring, November 2011
                                                                                                                              • Figure 62: Reasons for purchase of new floorcoverings, November 2011
                                                                                                                            • 45-54s most likely to be replacing
                                                                                                                              • Repairing the damage
                                                                                                                                • Creating a new look
                                                                                                                                  • The influence of house moves and extensions
                                                                                                                                  • The Consumer – Factors Influencing Purchase

                                                                                                                                    • Key points
                                                                                                                                      • Factors influencing purchases
                                                                                                                                        • Figure 63: Factors influencing purchases or carpets or flooring, November 2011
                                                                                                                                    • The Consumer – Choosing a Retailer

                                                                                                                                      • Key points
                                                                                                                                        • Factors influencing choice of retailer
                                                                                                                                          • Figure 64: Shopping for carpets and flooring, November 2011
                                                                                                                                        • Characteristics of shoppers age 45+
                                                                                                                                          • Younger groups want home samples and quality fitting
                                                                                                                                          • Target Groups

                                                                                                                                            • Key points
                                                                                                                                              • Four target groups for floorcoverings
                                                                                                                                                • Figure 65: Customer typologies for carpets and floorcoverings, November 2011
                                                                                                                                              • Durables (22%)
                                                                                                                                                  • Figure 66: Factors influencing choice of floorcoverings, Durables customer typology, November 2011
                                                                                                                                                • Econatural (28%)
                                                                                                                                                    • Figure 67: Factors influencing choice of floorcoverings, Econatural customer typology, November 2011
                                                                                                                                                  • Low maintenance (32%)
                                                                                                                                                    • Figure 68: Factors influencing choice of floorcoverings, Low maintenance customer typology, November 2011
                                                                                                                                                  • Inexperienced (18%)
                                                                                                                                                    • Figure 69: Factors influencing choice of floorcoverings, Inexperienced customer typology, November 2011
                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                    • Figure 70: Attitudes towards the home, by demographics, 2011
                                                                                                                                                    • Figure 71: Allergies prone to, by demographics, 2011
                                                                                                                                                • Appendix – Broader Market Environment

                                                                                                                                                    • Figure 72: Agreement with attitudinal statements, the home, by demographics, 2011
                                                                                                                                                    • Figure 73: Number of bedrooms in home, by demographics, 2011
                                                                                                                                                    • Figure 74: Ownership of home extensions, by demographics, 2011
                                                                                                                                                • Appendix – Ownership and Purchasing Patterns

                                                                                                                                                    • Figure 75: Ownership and purchasing of carpets, by demographics, 2011
                                                                                                                                                    • Figure 76: Ownership and purchasing of wooden floors, by demographics, 2011
                                                                                                                                                    • Figure 77: Ownership and purchasing of other floorcoverings/tiles, by demographics, 2011
                                                                                                                                                    • Figure 78: Average spend on carpets, by demographics, 2011
                                                                                                                                                    • Figure 79: Average spend on wooden floors, by demographics, 2011
                                                                                                                                                    • Figure 80: Average spend on floor tiles, by demographics, 2011
                                                                                                                                                    • Figure 81: Average spend on other floorcoverings/tiles, by demographics, 2011
                                                                                                                                                • Appendix – The Consumer – Factors Influencing Purchases

                                                                                                                                                    • Figure 82: Household own carpets and flooring, ownership, purchasing and purchasing intentions, by demographics, November 2011
                                                                                                                                                    • Figure 83: Household bought flooring in the last 12 months, by demographics, November 2011
                                                                                                                                                    • Figure 84: Household planning to buy flooring in the next 12 months, by demographics, November 2011
                                                                                                                                                    • Figure 85: Repertoire of household carpets and flooring, ownership, purchasing and purchasing intentions, by demographics, November 2011
                                                                                                                                                    • Figure 86: Repertoire of household bought flooring in the last 12 months, by demographics, November 2011
                                                                                                                                                    • Figure 87: Repertoire of household planning to buy flooring in the next 12 months, by demographics, November 2011
                                                                                                                                                    • Figure 88: Factors considered at all important when buying floorcoverings, by demographics, November 2011
                                                                                                                                                    • Figure 89: Factors considered at all important when buying floorcoverings, by demographics, November 2011
                                                                                                                                                    • Figure 90: Factors considered at all important when buying floorcoverings, by demographics, November 2011
                                                                                                                                                • Appendix – The Consumer – Choosing a Retailer

                                                                                                                                                    • Figure 91: Most popular shopping attitudes for carpets and flooring, by demographics, November 2011
                                                                                                                                                    • Figure 92: Next most popular shopping for carpets and flooring, by demographics, November 2011
                                                                                                                                                    • Figure 93: Other shopping for carpets and flooring, by demographics, November 2011
                                                                                                                                                • Appendix – Target Groups

                                                                                                                                                    • Figure 94: Target groups, by demographics, November 2011

                                                                                                                                                Companies Covered

                                                                                                                                                • Allergy UK
                                                                                                                                                • Axminster Carpets Holdings Ltd
                                                                                                                                                • Brintons Carpets
                                                                                                                                                • Buckfast Spinning Company
                                                                                                                                                • Carbon Trust
                                                                                                                                                • Carlyle Group (The)
                                                                                                                                                • Carpetright UK
                                                                                                                                                • Cormar Carpets Ltd
                                                                                                                                                • Facebook, Inc.
                                                                                                                                                • Focus
                                                                                                                                                • Forbo Flooring
                                                                                                                                                • Forest Stewardship Council
                                                                                                                                                • John Lewis Partnership
                                                                                                                                                • Kronospan Holdings Ltd
                                                                                                                                                • Laura Ashley UK (Stores)
                                                                                                                                                • Mohawk Industries Inc.
                                                                                                                                                • Royal Horticultural Society
                                                                                                                                                • Ulster Carpets
                                                                                                                                                • United Carpets Group plc
                                                                                                                                                • Victoria Carpets
                                                                                                                                                • Victoria Plc
                                                                                                                                                • Wilton Industries Inc.
                                                                                                                                                • YouTube, Inc.

                                                                                                                                                Carpets and Floorcoverings - UK - March 2012

                                                                                                                                                £1,750.00 (Excl.Tax)