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Residential Flooring - US - April 2014

“Increasingly, purchasing new flooring is about more than just replacing old carpeting or worn-out wood. Flooring shoppers take an ever-wider array of lifestyle-oriented factors and benefits into consideration. Flooring manufacturers and retailers may benefit from marketing and merchandising that organizes the options by desired benefits rather than by material.”

– John Owen, Senior Household Analyst

Some questions answered in this report include:

  • How can shoppers be encouraged to shop for flooring by benefit instead of type?
  • Who are the next generation of flooring shoppers?
  • Should manufacturers and retailers be thinking outside the (big) box?

The residential flooring industry, hit hard by the recession, regained some momentum in 2012 and picked up steam in 2013, driven by continued improvement in the housing and home renovation markets and in the economy as a whole. Prospects for further growth look good as consumers continue to renovate their homes and upgrade their flooring. While simply upgrading old or worn flooring continues to drive some flooring purchases, increasingly a variety of lifestyle-oriented motivations are coming into play as well. Shoppers are looking for flooring that not only makes their homes look good but also makes their lives easier, and their homes healthier, more energy efficient, and more eco-friendly.

  • Residential flooring is defined as any floor covering used for private residences. This report excludes commercial/public flooring purchases.
  • The report covers the following flooring types:
  • 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 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.

This report builds on the analysis presented in Mintel’s Residential Flooring – US, April 2013, as well as the March 2012, July 2011, and August 2010 reports of the same title.

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Table of contents

  1. Scope and Themes

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

                      • The market
                        • Flooring market benefits from improving housing market and overall economy
                          • Figure 1: Total US sales and fan chart forecast of residential flooring, at current prices, 2008-18
                        • Market factors
                          • Housing market builds momentum in 2013
                            • Figure 2: New and existing home sales, 2009-13
                          • Remodeling trends higher
                            • Figure 3: BuildFax Remodeling Index, 2008-14
                          • The consumer
                            • Wall-to-wall carpeting remains a popular choice
                              • Growing interest in various types of hard surface flooring
                                • Figure 4: Types of flooring currently owned, bought in past year, or intend to buy in next year, February 2014
                              • Purchases motivated by more than just replacement of worn flooring
                                • Figure 5: Reasons for past-year purchase or intent to purchase in next year, February 2014
                              • Durability top criterion for carpeting and hard surface flooring purchases
                                • Figure 6: Most important attributes, February 2014
                              • Big box home centers lead other retail channels by wide margin
                                • Figure 7: Flooring purchase locations, February 2014
                              • What we think
                              • Issues and Insights

                                  • Shopping for flooring by benefit instead of type
                                    • The issues
                                      • The implications
                                        • The next generation of flooring shoppers
                                          • The issues
                                            • The implications
                                              • Thinking outside the (big) box
                                                • The issues
                                                  • The implications
                                                  • Trend Application

                                                      • Trend: Life Hacking
                                                        • Trend: Prepare for the Worst
                                                          • Mintel Futures: East Meets West
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Improving economy and housing market give flooring a lift
                                                                • Sales and forecast of residential flooring
                                                                  • Figure 8: Total US sales and forecast of residential flooring, at current prices, 2008-18
                                                                  • Figure 9: Total US sales and forecast of residential flooring, at inflation-adjusted prices, 2008-18
                                                                • Fan chart forecast
                                                                    • Figure 10: Total US sales and fan chart forecast of residential flooring, at current prices, 2008-18
                                                                • Market Drivers

                                                                  • A variety of discretionary factors motivate new flooring purchases
                                                                      • Figure 11: Top reasons for past-year purchase or intent to purchase in next year, February 2014
                                                                    • Halting improvement in consumer confidence helps market
                                                                      • Figure 12: Thomson Reuters/University of Michigan index of consumer sentiment, 2009-14
                                                                    • Housing market builds momentum in 2013, levels off in early 2014
                                                                      • Figure 13: New and existing home sales, 2009-13
                                                                    • Remodeling trends higher
                                                                      • Figure 14: BuildFax Remodeling Index, 2008-14
                                                                    • Total number of households continues to grow…
                                                                      • Figure 15: Number of households, 2003-13
                                                                    • …but households are slowly getting smaller, older
                                                                      • Figure 16: Household size, 2003-13
                                                                    • Homeownership rate declines overall, holds steady among older adults
                                                                      • Figure 17: Fourth quarter homeownership rate, by age of householder, 2006-13
                                                                  • Leading Companies

                                                                    • Mohawk accelerates growth with help of acquisitions
                                                                      • Shaw reports sales of more than $4 billion
                                                                        • Armstrong sales growth doesn’t keep pace with competitors
                                                                          • Lumber Liquidators continues on strong growth track
                                                                            • Figure 18: Leading company sales* of residential flooring, 2012 and 2013
                                                                        • Innovations and Innovators

                                                                          • Mohawk launches polyester process promising cleaner carpeting
                                                                            • FLOR turns carpet tiles into design elements
                                                                              • Flooring innovations promise cleaner air
                                                                                • Lauzon Pure Genius
                                                                                  • Crossville Hydrotect
                                                                                  • Marketing Strategies

                                                                                    • Mohawk focuses consumer marketing on fun, kids, and pets
                                                                                      • Figure 19: Mohawk Flooring/Better Show, Mo Introduction, 2014
                                                                                    • Shaw Floors Grand Central event reaches out to a broader audience
                                                                                      • Figure 20: Shaw Floors, Grand Central Challenge video, 2014
                                                                                    • Lumber Liquidators “Lay It Forward”
                                                                                      • Figure 21: Lumber Liquidators, Highsteppers Dance Studio video, 2013
                                                                                  • Flooring Ownership, Purchase, and Purchase Intent

                                                                                    • Key points
                                                                                      • Wall-to-wall carpeting remains a popular choice
                                                                                        • Growing interest in various types of hard surface flooring
                                                                                          • In their words: aesthetic and practical considerations drive popularity
                                                                                              • Figure 22: Types of flooring currently owned, bought in past year, or intend to buy in next year, February 2014
                                                                                            • Preferences by age point to further growth for hard surface flooring
                                                                                              • Figure 23: Types of flooring currently owned, by age, February 2014
                                                                                            • Some hard surface types more likely to be found in high-income households
                                                                                              • Figure 24: Types of flooring currently owned, by household income, February 2014
                                                                                            • Young adults likely to be recent purchasers, especially of hard surface
                                                                                              • Figure 25: Types of flooring bought in past year or intend to buy in next year, by age, February 2014
                                                                                            • Larger households more likely to have plans for new flooring
                                                                                              • Figure 26: Types of flooring bought in past year or intend to buy in next year, by household size, February 2014
                                                                                            • Homeowners far more likely than renters to be recent flooring purchasers
                                                                                              • Figure 27: Types of flooring bought in past year or intend to buy in next year, by type and ownership status of primary residence, February 2014
                                                                                          • Reasons for Purchasing Flooring

                                                                                            • Key points
                                                                                              • Purchases motivated by more than just replacement of worn flooring
                                                                                                • Hard surface more likely to be part of a renovation or new construction
                                                                                                  • Figure 28: Reasons for past-year purchase or intent to purchase in next year, February 2014
                                                                                                • Younger adults cite more reasons for purchase
                                                                                                  • Figure 29: Reasons for past-year purchase of hard surface flooring or intent to in next year, by age, February 2014
                                                                                                  • Figure 30: Reasons for past-year purchase of carpeting or intent to in next year, by age, February 2014
                                                                                              • Flooring Selection Criteria

                                                                                                • Key points
                                                                                                  • Durability top criterion for carpeting and hard surface flooring purchases
                                                                                                    • In their words: some criteria are essentials
                                                                                                        • Figure 31: Most important attributes, February 2014
                                                                                                      • Young adults make flooring choices based on more criteria
                                                                                                        • Figure 32: Most important attributes in hard surface flooring selection, by age, February 2014
                                                                                                        • Figure 33: Most important attributes in carpeting selection, by age, February 2014
                                                                                                    • Purchase Locations

                                                                                                      • Key points
                                                                                                        • Big box home centers attract half of flooring shoppers
                                                                                                          • Independents hold steady, focus on service, local knowledge
                                                                                                            • Lumber Liquidators remains on growth track
                                                                                                              • Figure 34: Flooring purchase locations, February 2014
                                                                                                            • Higher-income flooring purchasers purchase from more retail channels
                                                                                                              • Figure 35: Flooring purchase locations, by household income, February 2014
                                                                                                          • Information Sources

                                                                                                            • Key points
                                                                                                              • Younger adults consult a wider array of information sources
                                                                                                                • In their words: back and forth between in-store and online
                                                                                                                    • Figure 36: Information sources consulted in flooring purchases, by age, February 2014
                                                                                                                  • Higher-income purchasers tend to consult more sources
                                                                                                                    • Figure 37: Information sources consulted in flooring purchases, by household income, February 2014
                                                                                                                • Flooring Purchase Attitudes and Behaviors

                                                                                                                  • Younger more likely to be overwhelmed by choice
                                                                                                                    • Old flooring disposal represents opportunity among young shoppers
                                                                                                                      • In their words: mostly positive experience with an occasional frustration
                                                                                                                          • Figure 38: Flooring purchase attitudes, by age, February 2014
                                                                                                                          • Figure 39: Most important attributes in carpeting selection, by region, February 2014
                                                                                                                      • Race and Hispanic Origin

                                                                                                                        • Flooring types owned vary only moderately by race and Hispanic origin
                                                                                                                          • Figure 40: Types of flooring currently owned, by race/Hispanic origin, February 2014
                                                                                                                        • Purchase intent for most types of flooring higher among Hispanics
                                                                                                                          • Figure 41: Types of flooring bought in past year or intend to buy in next year, by race/Hispanic origin, February 2014
                                                                                                                        • Hispanics motivated by home renovation, easier cleaning, healthier homes
                                                                                                                          • Figure 42: Reasons for past-year purchase of hard surface flooring or intent to in next year, by race/Hispanic origin, February 2014
                                                                                                                        • Ease of cleaning and health influence Hispanics’ new carpeting purchases
                                                                                                                          • Figure 43: Reasons for past-year purchase of carpeting or intent to in next year, by race/Hispanic origin, February 2014
                                                                                                                      • Custom Consumer Groups

                                                                                                                        • Regional differences in flooring ownership and purchase intent
                                                                                                                          • Figure 44: Types of flooring currently owned, by region, February 2014
                                                                                                                        • Northeasterners and Westerners express higher interest in hard surfaces
                                                                                                                          • Figure 45: Types of flooring bought in past year or intend to buy in next year, by region, February 2014
                                                                                                                        • Westerners more likely to view new flooring as a lifestyle enhancement
                                                                                                                          • Figure 46: Reasons for past-year purchase of hard surface flooring or intent to in next year, by region, February 2014
                                                                                                                          • Figure 47: Reasons for past-year purchase of carpeting or intent to in next year, by region, February 2014
                                                                                                                      • Appendix – Other Useful Consumer Tables

                                                                                                                        • Flooring ownership, past-year purchase, and intent to purchase in next year
                                                                                                                          • Figure 48: Types of flooring currently owned, by household size, February 2014
                                                                                                                          • Figure 49: Types of flooring bought in past year or intend to buy in next year, by household income, February 2014
                                                                                                                        • Reasons for past-year purchase or intent to purchase in next year
                                                                                                                          • Figure 50: Reasons for past-year purchase of hard surface flooring or intent to in next year, by household income, February 2014
                                                                                                                          • Figure 51: Reasons for past-year purchase of hard surface flooring or intent to in next year, by household size, February 2014
                                                                                                                          • Figure 52: Reasons for past-year purchase of carpeting or intent to in next year, by household income, February 2014
                                                                                                                          • Figure 53: Reasons for past-year purchase of carpeting or intent to in next year, by household size, February 2014
                                                                                                                        • Flooring selection criteria
                                                                                                                          • Figure 54: Most important attributes in hard surface flooring selection, by household income, February 2014
                                                                                                                          • Figure 55: Most important attributes in hard surface flooring selection, by household size, February 2014
                                                                                                                          • Figure 56: Most important attributes in hard surface flooring selection, by race/Hispanic origin, February 2014
                                                                                                                          • Figure 57: Most important attributes in carpeting selection, by household income, February 2014
                                                                                                                          • Figure 58: Most important attributes in carpeting selection, by household size, February 2014
                                                                                                                          • Figure 59: Most important attributes in carpeting selection, by race/Hispanic origin, February 2014
                                                                                                                        • Information sources
                                                                                                                          • Figure 60: Information sources consulted in flooring purchases, by household size, February 2014
                                                                                                                          • Figure 61: Information sources consulted in flooring purchases, by race/Hispanic origin, February 2014
                                                                                                                        • Flooring purchase locations
                                                                                                                          • Figure 62: Flooring purchase locations, by age, February 2014
                                                                                                                          • Figure 63: Flooring purchase locations, by race/Hispanic origin, February 2014
                                                                                                                        • Flooring purchase attitudes
                                                                                                                          • Figure 64: Flooring purchase attitudes, by household income, February 2014
                                                                                                                          • Figure 65: Flooring purchase attitudes, by race/Hispanic origin, February 2014
                                                                                                                          • Figure 66: Flooring purchase attitudes, by household size, February 2014
                                                                                                                      • Appendix – Trade Associations

                                                                                                                        Companies Covered

                                                                                                                        • Armstrong Holdings Inc.
                                                                                                                        • Berkshire Hathaway Inc
                                                                                                                        • Lumber Liquidators, Inc.
                                                                                                                        • Mohawk Industries Inc.
                                                                                                                        • National Wood Flooring Association (NWFA)
                                                                                                                        • Pergo
                                                                                                                        • Shaw Industries Inc.

                                                                                                                        Residential Flooring - US - April 2014

                                                                                                                        £3,199.84 (Excl.Tax)