Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Residential Flooring - US - April 2013

“The pace of home sales and home renovations started to quicken in 2012, giving the residential flooring market a much-needed boost. Now it’s up to flooring manufacturers and retailers to maintain the momentum with marketing programs that emphasize both the practical and emotional benefits of new flooring.”

– John Owen, Senior Household Analyst

Some questions answered in this report include:

  • Can consumers be motivated to purchase flooring for reasons other than necessary replacement?
  • Can sustainability be further leveraged as a flooring sales driver?
  • What challenges and opportunities do Millennials hold for the residential flooring market?

 

The $20-billion residential flooring industry, hit hard by the recession and its aftermath, rebounded strongly in 2012, thanks in large part to improvement in the real estate and home improvement markets. The prospects for continued growth are good given strengthening demand and an expanding array of new flooring products offering style and functionality at every price point.

While flooring shoppers are as price conscious as ever, they also express interest in and willingness to pay extra for flooring that fits their lifestyles. Durability, ease of cleaning, and style are important but are just the starting point. Other areas of significant interest include health and wellness, energy efficiency, environmental friendliness, and resistance to odor and noise. In addition, flooring is increasingly likely to be seen as protecting or enhancing home value, a benefit that may be especially compelling as a fitful economic recovery continues.

Residential flooring is defined as any floor covering used for private residences. This report includes commercial/public flooring purchases.

The residential flooring market includes two major segments:

  • Wall-to-wall carpeting
  • Carpet tiles

 

  • Ceramic floor and wall tile
  • Stone and marble flooring
  • Hardwood flooring
  • Vinyl sheet and floor tile
  • Laminate flooring
  • Rubber flooring
  • Linoleum
  • Area rugs

 

The report covers products that homeowners would buy and/or install for themselves, as well as products installed for consumers by professional homebuilders, contractors, and management companies in advance of or following the sale of a residence.

Retail channels profiled include specialty floor covering stores, home improvement stores, and “other” retailers selling flooring products directly to consumers.

 

Take a look inside a sample report to see what you will receive: Download now.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: Total U.S. retail sales and fan chart forecast of flooring, at current prices, 2007-17
                        • Market factors
                          • Housing market boosts flooring sales
                            • Figure 2: Single-family existing home sales, 2010-13
                          • Residential remodeling building permits gain momentum
                            • Figure 3: BuildFax Remodeling Index, 2008-13
                          • Segments
                            • Hard surface flooring continues to outpace wall-to-wall carpet
                              • Figure 4: Total U.S. retail sales of flooring, by segment, at current prices, 2011 and 2012
                            • The consumer
                              • Carpeting most widely owned, but purchase intent higher for hard surfaces
                                • Figure 5: Types of flooring currently owned or planned to buy in next year, December 2012
                              • Replacement of old or worn flooring a common denominator in purchases
                                  • Figure 6: Reasons for purchasing or planning to purchase new flooring, December 2012
                                • Practical matters edge out aesthetics in flooring selection
                                  • Figure 7: Factors important in flooring selection, December 2012
                                • Added features have the potential to drive trade-up sales
                                    • Figure 8: Consumers would be willing to pay more for flooring features, December 2012
                                  • Flooring attitudes
                                    • Figure 9: Flooring attitudes, strongly agree, December 2012
                                  • What we think
                                  • Issues in the Market

                                      • Can consumers be motivated to purchase flooring for reasons other than necessary replacement?
                                        • Can sustainability be further leveraged as a flooring sales driver?
                                          • What challenges and opportunities do Millennials hold for the residential flooring market?
                                          • Insights and Opportunities

                                            • Star power
                                              • Functional flooring
                                                • Make eco-friendly tangible and personal
                                                • Trend Applications

                                                    • Trend: Guiding Choice
                                                      • Trend: Make it Mine
                                                        • Mintel Futures: Old Gold
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Strengthening housing market gives residential flooring a boost
                                                              • Rising prices for wood, other flooring materials may bolster value sales
                                                                • Figure 10: Total U.S. retail sales and forecast of flooring, at current prices, 2007-17
                                                                • Figure 11: Total U.S. retail sales and forecast of flooring, at inflation-adjusted prices, 2007-17
                                                              • Fan chart forecast
                                                                  • Figure 12: Total U.S. retail sales and fan chart forecast of flooring, at current prices, 2007-17
                                                              • Market Drivers

                                                                • Flooring market reflects broader economic picture
                                                                  • Household income stabilizes but remains weak
                                                                    • Figure 13: Median household income, in inflation-adjusted dollars, 2001-11
                                                                  • Consumer confidence rising but still fragile
                                                                    • Figure 14: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-13
                                                                  • Single-family home sales turn positive, giving a boost to flooring
                                                                    • Figure 15: Single-family existing home sales, 2010-13
                                                                  • Homeownership levels down, especially among young adults
                                                                    • Figure 16: Fourth quarter homeownership rate*, by age of head of household, 2007-12
                                                                  • Residential remodeling building permits gain momentum
                                                                    • Figure 17: BuildFax Remodeling Index, 2008-13
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Hard surface flooring continues to outpace wall-to-wall carpet
                                                                      • Purchase plans point to further gains for hard surface flooring
                                                                        • Within hard surface segment, engineered wood, bamboo, and laminate gain momentum
                                                                          • Wall-to-wall carpeting market goes ‘soft’
                                                                            • Figure 18: Total U.S. retail sales of flooring, by segment, at current prices, 2011 and 2012
                                                                        • Retail Channels

                                                                          • Key points
                                                                            • Home centers attract more than half of flooring shoppers
                                                                              • Lumber Liquidators sets pace for specialty retailers
                                                                              • Leading Companies

                                                                                • Key points
                                                                                  • Mohawk expands in hard surface segment through acquisitions
                                                                                    • Shaw reports $4 billion annual sales, innovates in softness
                                                                                      • Armstrong wood and resilient sales slip, underperforms market
                                                                                        • Figure 19: Manufacturer sales* of floor covering products, 2011-12
                                                                                    • Innovations and Innovators

                                                                                      • Green/Eco-friendly
                                                                                        • Recycling wood
                                                                                          • Innovative eco-friendly hard surface flooring options
                                                                                            • Bio-degradable carpeting
                                                                                              • Major manufacturers bolstering resilience, lasting technology
                                                                                                • Hard surface flooring
                                                                                                  • Health and wellness
                                                                                                    • Carpet
                                                                                                      • Baby boomers
                                                                                                      • Marketing Strategies

                                                                                                        • Shaw partnership with HGTV
                                                                                                          • Figure 20: HGTV by Shaw “Perfect Home Flooring” TV ad, 2012
                                                                                                        • Mohawk makes messes to promote SmartStrand
                                                                                                          • Follows up with Silk
                                                                                                            • Figure 21: Mohawk “And Drop it, Too” print ad, 2012
                                                                                                          • Pergo connects with pet owners
                                                                                                            • Figure 22: Pergo “Pergo vs. Claws” TV ad, 2013
                                                                                                            • Figure 23: Pergo “Great Dane” print ad, 2013
                                                                                                        • Flooring Ownership and Purchase Intent

                                                                                                          • Key points
                                                                                                            • Carpeting most widely owned, but purchase intent higher for hard surfaces
                                                                                                              • Figure 24: Types of flooring currently owned or planned to buy in next year, December 2012
                                                                                                            • Older adults own a wider variety of floors
                                                                                                              • Figure 25: Types of flooring currently owned, by gender and age, December 2012
                                                                                                            • Higher-income consumers more likely to own hardwood, tile
                                                                                                              • Figure 26: Types of flooring currently owned, by household income, December 2012
                                                                                                            • Ownership by type and future purchase interest vary by region
                                                                                                              • Figure 27: Types of flooring currently owned, by region, December 2012
                                                                                                            • Bamboo, engineered wood, and carpet tiles likely to be recent purchases
                                                                                                              • Figure 28: Types of flooring bought in the last year, December 2012
                                                                                                            • Young adults more likely to plan purchase in next year
                                                                                                              • Minimal income skew in purchase interest
                                                                                                                • Figure 29: Types of flooring planned to buy in next year, by gender and age, December 2012
                                                                                                              • Likelihood of plans to purchase new flooring increases with household size
                                                                                                                • Figure 30: Types of flooring planned to buy in next year, by household size, December 2012
                                                                                                            • Reasons for Purchasing Flooring

                                                                                                              • Key points
                                                                                                                • Replacement of old or worn flooring a common denominator in purchases
                                                                                                                  • Many reasons for new flooring purchases
                                                                                                                      • Figure 31: Reasons for purchasing or planning to purchase new flooring, by gender and age, December 2012
                                                                                                                  • Factors Important in Flooring Selection

                                                                                                                    • Key points
                                                                                                                      • Practical matters edge out aesthetics, especially among older adults
                                                                                                                        • Energy efficiency and environment unlikely to be primary motivations
                                                                                                                          • Figure 32: Factors important in flooring selection, by gender and age, December 2012
                                                                                                                        • Flooring priorities shift modestly with household income
                                                                                                                          • Figure 33: Factors important in flooring selection, by household income, December 2012
                                                                                                                      • Interest in Flooring Features

                                                                                                                        • Key points
                                                                                                                          • Added features have the potential to drive trade-up sales
                                                                                                                              • Figure 34: Interest in flooring features, December 2012
                                                                                                                            • Young adults more willing to pay more for added features
                                                                                                                              • Figure 35: Consumers would be willing to pay more for flooring features, by household size, December 2012
                                                                                                                            • Trade-up opportunities at all price points
                                                                                                                              • Figure 36: Consumers would be willing to pay more for flooring features, by household income, December 2012
                                                                                                                          • Flooring Attitudes

                                                                                                                            • Key points
                                                                                                                              • Flooring is both an investment and an element of design
                                                                                                                                • Germs and allergens trapped in carpeting are a concern
                                                                                                                                  • Moderate interest in eco-friendly flooring
                                                                                                                                    • Figure 37: Flooring attitudes, December 2012
                                                                                                                                  • Flooring gender gap may be shrinking
                                                                                                                                    • Figure 38: Strong agreement with flooring attitudes, by gender and age, December 2012
                                                                                                                                • Impact of Race and Hispanic Origin

                                                                                                                                  • Key points
                                                                                                                                    • Distinctions in race/ethnicity point to diverse flooring market
                                                                                                                                      • Figure 39: Types of flooring currently owned, by race/Hispanic origin, December 2012
                                                                                                                                    • Hispanics particularly likely to plan flooring purchases in coming year
                                                                                                                                      • Figure 40: Types of flooring planned to buy in next year, by race/Hispanic origin, December 2012
                                                                                                                                    • Hispanics an active, young market for flooring
                                                                                                                                      • Figure 41: Reasons for purchasing or planning to purchase new flooring, by race/Hispanic origin, December 2012
                                                                                                                                    • For black consumers, flooring is an investment and an element of style
                                                                                                                                      • Hispanic and black consumers concerned about germs and allergens
                                                                                                                                        • Figure 42: Strong agreement with flooring attitudes, by race/Hispanic origin, December 2012
                                                                                                                                    • Cluster Analysis

                                                                                                                                        • Figure 43: Target clusters, December 2012
                                                                                                                                      • Practicals
                                                                                                                                        • Demographics
                                                                                                                                          • Characteristics
                                                                                                                                            • Opportunity
                                                                                                                                              • Disengageds
                                                                                                                                                • Demographics
                                                                                                                                                  • Characteristics
                                                                                                                                                    • Opportunity
                                                                                                                                                      • Flooring Pros
                                                                                                                                                        • Demographics
                                                                                                                                                          • Characteristics
                                                                                                                                                            • Opportunity
                                                                                                                                                              • Stylists
                                                                                                                                                                • Demographics
                                                                                                                                                                  • Characteristics
                                                                                                                                                                    • Opportunity
                                                                                                                                                                      • Cluster characteristic tables
                                                                                                                                                                        • Figure 44: Types of flooring currently owned, by target clusters, December 2012
                                                                                                                                                                        • Figure 45: Types of flooring planned to buy in next year, by target clusters, December 2012
                                                                                                                                                                        • Figure 46: Reasons for purchasing or planning to purchase new flooring, by target clusters, December 2012
                                                                                                                                                                        • Figure 47: Factors important in flooring selection, by target clusters, December 2012
                                                                                                                                                                        • Figure 48: Consumers would be willing to pay more for flooring features, by target clusters, December 2012
                                                                                                                                                                        • Figure 49: Strong agreement with flooring attitudes, by target clusters, December 2012
                                                                                                                                                                      • Cluster demographic tables
                                                                                                                                                                        • Figure 50: Target clusters, by demographic, December 2012
                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                      • Custom Consumer Groups

                                                                                                                                                                        • By flooring type recently purchased or planned to purchase
                                                                                                                                                                          • Carpeting replacers likely to be motivated by claims of duration
                                                                                                                                                                            • Wood flooring purchases more likely to be motivated by style
                                                                                                                                                                              • Figure 51: Reasons for purchasing or planning to purchase new flooring, by next year and last year flooring purchasers, December 2012
                                                                                                                                                                            • Protection against stains and soiling a key added-value benefit for carpet
                                                                                                                                                                              • Laminate and vinyl may be well-suited to regular color or style changes
                                                                                                                                                                                • Figure 52: Consumers would be willing to pay more for flooring features, by next year and last year flooring purchasers, December 2012
                                                                                                                                                                              • Renters versus owners
                                                                                                                                                                                • A potential renters’ market for nonpermanent flooring
                                                                                                                                                                                  • Figure 53: Reasons for purchasing or planning to purchase new flooring, by primary residence, December 2012
                                                                                                                                                                                • Durability and ease of care especially important to home owners
                                                                                                                                                                                  • Figure 54: Factors important in flooring selection, by primary residence, December 2012
                                                                                                                                                                              • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                  • Figure 55: Types of flooring currently owned, by household size, December 2012
                                                                                                                                                                                  • Figure 56: Types of flooring planned to buy in next year, by household income, December 2012
                                                                                                                                                                                  • Figure 57: Types of flooring planned to buy in next year, by region, December 2012
                                                                                                                                                                                  • Figure 58: Reasons for purchasing or planning to purchase new flooring, by household income, December 2012
                                                                                                                                                                                  • Figure 59: Reasons for purchasing or planning to purchase new flooring, by household size, December 2012
                                                                                                                                                                                  • Figure 60: Factors important in flooring selection, by household income, December 2012
                                                                                                                                                                                  • Figure 61: Factors important in flooring selection, by household size, December 2012
                                                                                                                                                                                  • Figure 62: Consumers would be willing to pay more for flooring features, by household size, December 2012
                                                                                                                                                                                  • Figure 63: Strong agreement with flooring attitudes, by household income, December 2012
                                                                                                                                                                                  • Figure 64: Strong agreement with flooring attitudes, by household size, December 2012
                                                                                                                                                                              • Appendix – Trade Associations

                                                                                                                                                                                Companies Covered

                                                                                                                                                                                • American Marazzi Tile, Inc.
                                                                                                                                                                                • Armstrong Holdings Inc.
                                                                                                                                                                                • Berkshire Hathaway Inc
                                                                                                                                                                                • Dal-Tile International Inc.
                                                                                                                                                                                • Mohawk Industries Inc.
                                                                                                                                                                                • National Association of Home Builders (NAHB)
                                                                                                                                                                                • National Association of Realtors (NAR)
                                                                                                                                                                                • National Wood Flooring Association (NWFA)
                                                                                                                                                                                • Pergo
                                                                                                                                                                                • Shaw Industries Inc.
                                                                                                                                                                                • U.S. Bureau of Labor Statistics

                                                                                                                                                                                Residential Flooring - US - April 2013

                                                                                                                                                                                £3,277.28 (Excl.Tax)