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 - August 2010

Flooring market sales fell from 2006-10 as the collapse of the housing market and wider recession drove down demand. Consumers have held off on floor replacements, set aside major renovations and traded down to less expensive products. The result is an extremely competitive landscape that nonetheless has the potential for significant growth when pent-up demand is released in the future. This report examines overall market size and segment trends to analyze which types of flooring have best weathered the recession and offer the best prospects for growth in 2010 and beyond. It examines major suppliers, retail trends and innovations in carpet, hardwood, laminate, ceramic tile, stone and vinyl. It also probes the branding and advertising strategies of major players in the market. It looks at a variety of market drivers, including the impact of green building codes, new legislation and eco-friendly products.

Consumer data are analyzed by key demographic groups as well as custom groups, probing questions such as:

  • What have been the trends in purchasing over the past decade and especially over the past two years? Which types of flooring have been most recently purchased and by which groups?
  • Where are consumers installing new flooring?
  • What motivates purchase of new flooring: replacement, home renovation, moving or interest in new flooring products and “greener” flooring options?
  • What are the top considerations of different consumers when seeking new flooring: price, durability, style, color, brand, eco-friendly materials or other features?
  • Which retail channels do diverse consumer groups use to purchase new flooring? Where do they get information prior to purchase? What attention do they give to websites, magazine ads, TV ads or in-store information?
  • What are consumer attitudes towards “green” products? How do they view the available selection of products such as carpet and hardwood? How do these attitudes in turn shape purchasing behavior?

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 videos
                • Abbreviations and terms
                • Executive Summary

                  • 2010 a year of stabilization; slow growth likely in the near future
                    • Market fell as housing market crumbled and consumers held back on purchases
                      • Labor cost shapes demand within segments
                        • Residential flooring accounts for two thirds of market; low-end vinyl outperforms other types in the recession
                          • Five-year trends in major segments
                            • Floor covering stores lose ground to home centers
                              • Collapse of the housing market, smaller homes and low consumer confidence
                                • Green living trends and interest in healthier homes
                                  • Mohawk and Shaw dominate, but lose share in 2008-09
                                    • In branding, themes include experience, sustainability and innovation
                                      • “Green” products and practices are key areas of innovation
                                        • Other innovations seen in hard surfacing, branding and marketing
                                          • Advertising strategies embrace diverse approaches and media
                                            • Consumer purchasing trends from 2007-09
                                              • Consumers reduce the number and scope of rooms re-floored
                                                • Replacement drives most purchases and price is primary consideration
                                                  • Only one in 10 seek green flooring, but spend more
                                                    • Home centers, while top channel, were less used in 2007-09
                                                      • Consumers undertaking less research, making in-store marketing critical
                                                        • Race and Hispanic origin shapes purchasing and retail choices
                                                          • Positive attitudes toward products correspond to higher purchasing levels
                                                          • Insights and Opportunities

                                                            • Better education warranted for promoting “green” products
                                                              • Develop outreach to families and Hispanics
                                                                • Baby Boomers offer best prospect for major renovations
                                                                • Inspire Insights

                                                                  • Customization
                                                                    • What’s it about?
                                                                      • What we’ve seen
                                                                        • Implications
                                                                          • Thinking about big changes
                                                                            • An augmented reality—floor?
                                                                              • Walk this way
                                                                                • Over-Optioned Consumers
                                                                                  • What's it about?
                                                                                    • What we've seen
                                                                                      • Implications for flooring
                                                                                      • Market Size and Forecast

                                                                                        • Key points
                                                                                            • Figure 1: Total U.S. sales and forecast of floor covering products, at current prices, 2004-11
                                                                                            • Figure 2: Total U.S. sales and forecast of floor covering products, at inflation-adjusted prices, 2004-11
                                                                                          • Installed product market shows somewhat higher growth
                                                                                            • Figure 3: Total U.S. retail sales of installed floor covering products, including labor costs, at current prices, 2004-09
                                                                                            • Figure 4: Total U.S. retail sales of installed floor covering products, including labor costs, at inflation-adjusted prices, 2004-09
                                                                                          • Residential market alone shows decline since 2006
                                                                                            • Figure 5: Total U.S. sales and forecast of carpets and other floor coverings, residential purchases only, at current prices, 2004-08
                                                                                            • Figure 6: Total U.S. sales and forecast of carpets and other floor coverings, residential purchases only, at constant prices, 2004-08
                                                                                        • Competitive Context

                                                                                          • Key points
                                                                                            • Carpet and vinyl offer lower costs relative to other flooring surfaces
                                                                                              • Figure 7: Price per sq ft of flooring, 2009
                                                                                            • Installation costs key factor shaping purchasing decisions
                                                                                                • Figure 8: Installed sales of floor covering products, segmented by type, including product and labor, 2009
                                                                                            • Overall Segment Performance

                                                                                              • Key points
                                                                                                • Residential replacement and repair accounts for over half of flooring sales
                                                                                                  • Figure 9: Wholesale sales of floor covering products, segmented by end-user market, 2009
                                                                                                • Carpet/rugs is largest overall segment and vinyl leads hard surface
                                                                                                  • Figure 10: Wholesale sales of floor covering products, at current prices, by segment, 2004-11
                                                                                                • Vinyl emerges as strongest segment, expanding market share from 2007-09
                                                                                                    • Figure 11: Wholesale sales of floor covering products, segmented by type, 2007 and 2009
                                                                                                • Segment Performance—Carpet and Area Rugs

                                                                                                  • Key points
                                                                                                    • Sales fall 33% from 2004-09
                                                                                                      • Figure 12: Wholesale sales of carpet and area rugs, at current prices, 2004-11
                                                                                                      • Figure 13: Wholesale sales of carpet and area rugs, at inflation-adjusted prices, 2004-11
                                                                                                    • Price increases due to increased costs of raw materials
                                                                                                      • Figure 14: Price per sq ft of carpet and area rugs, 2005-09
                                                                                                    • Polyester comprises growing share of carpet market
                                                                                                      • Shaw and Mohawk dominant carpet suppliers
                                                                                                        • SmartStrand standout product in carpet sub-segment
                                                                                                          • Price drops for rugs as consumers trade down
                                                                                                            • Traditional designs most popular in area rugs
                                                                                                            • Segment Performance—Vinyl Sheet, Vinyl Tile and Other Resilient Flooring

                                                                                                              • Key points
                                                                                                                • Low prices, easy installation and innovations drive demand
                                                                                                                  • Figure 15: Wholesale sales of vinyl sheet and floor tile, at current prices, 2004-11
                                                                                                                  • Figure 16: Wholesale sales of vinyl sheet and floor tile, at inflation-adjusted prices, 2004-11
                                                                                                                • Despite price increases, vinyl remains economical product
                                                                                                                  • Figure 17: Price per sq ft of vinyl sheet and floor tile, 2005-09
                                                                                                              • Segment Performance—Ceramic Floor and Wall Tile

                                                                                                                • Key points
                                                                                                                  • Sales drop 25% in 2009
                                                                                                                    • Figure 18: Wholesale sales of ceramic floor and wall tile, at current prices, 2004-11
                                                                                                                    • Figure 19: Wholesale sales of ceramic floor and wall tile, at inflation-adjusted prices, 2004-11
                                                                                                                  • Low-end and innovative products offer growth prospects
                                                                                                                    • Hispanic market may also offer longer-term growth prospects
                                                                                                                    • Segment Performance—Hardwood Flooring

                                                                                                                      • Key points
                                                                                                                        • Segment has seen sales drop every year since 2006
                                                                                                                          • Figure 20: Wholesale sales of hardwood, at current prices, 2004-11
                                                                                                                          • Figure 21: Wholesale sales of hardwood, at inflation-adjusted prices, 2004-11
                                                                                                                        • Shortages kept prices high
                                                                                                                          • Figure 22: Price per sq ft of hardwoods, 2005-09
                                                                                                                        • Lacey Act and demand for sustainably forested products impacts the segment
                                                                                                                          • Glueless installation locking systems gain market share
                                                                                                                            • Engineered flooring seen as less costly and more eco-friendly
                                                                                                                            • Segment Performance—Stone Flooring

                                                                                                                              • Key points
                                                                                                                                • Figure 23: Wholesale sales of stone flooring, at current prices, 2004-11
                                                                                                                                • Figure 24: Wholesale sales of stone flooring, at inflation-adjusted prices, 2004-11
                                                                                                                            • Segment Performance—Laminate Flooring

                                                                                                                              • Key points
                                                                                                                                • Laminates face stiff competition from both high end and low end
                                                                                                                                  • Figure 25: Wholesale sales of laminate flooring, at current prices, 2004-11
                                                                                                                                  • Figure 26: Wholesale sales of laminate flooring, at inflation-adjusted prices, 2004-11
                                                                                                                                • Laminate prices fall from 2005-09
                                                                                                                                  • Figure 27: Price per sq ft of laminates, 2005-09
                                                                                                                                • Environmentalism and innovations offer growth prospects
                                                                                                                                • Segment Performance—Rubber Flooring

                                                                                                                                  • Key points
                                                                                                                                    • Figure 28: Wholesale sales of rubber flooring, at current prices, 2004-11
                                                                                                                                    • Figure 29: Wholesale sales of rubber flooring, at inflation-adjusted prices, 2004-11
                                                                                                                                • Retail Channels

                                                                                                                                  • Key points
                                                                                                                                      • Figure 30: U.S. retail sales of installed floor covering products, by channel, 2007 and 2009
                                                                                                                                  • Retail Channels—Floor Covering Stores

                                                                                                                                    • Key points
                                                                                                                                      • Figure 31: U.S. floor covering store retail sales, 2004-09
                                                                                                                                    • Lumber Liquidators stands out as success story in the channel
                                                                                                                                    • Retail Channels—Home Centers

                                                                                                                                      • Key points
                                                                                                                                          • Figure 32: U.S. home center retail sales of floor covering products, 2004-09
                                                                                                                                          • Figure 33: Home Depot and Lowe’s, installed flooring sales, 2009
                                                                                                                                      • Retail Channels—Contractors

                                                                                                                                        • Key points
                                                                                                                                          • Figure 34: Contractors’ retail sales of floor covering products, 2004-09
                                                                                                                                      • Market Drivers

                                                                                                                                        • Key points
                                                                                                                                          • Housing-related trends and drivers
                                                                                                                                            • Housing construction, repair and renovation drive demand for flooring
                                                                                                                                              • Figure 35: Main reason for most recent flooring purchase, May 2010
                                                                                                                                              • Figure 36: Undertook home improvements in the past 12 months, by home ownership, April 2008-June 2009
                                                                                                                                            • Housing market drops from 2006-09, only limited signs of recovery in 2010
                                                                                                                                              • Figure 37: Sales of existing and new single-family homes, 2001-09
                                                                                                                                              • Figure 38: Seasonally adjusted annual rates of sales for existing and new single-family homes, January-June 2010
                                                                                                                                            • Trend towards smaller homes reduces demand for flooring
                                                                                                                                              • Aging housing stock should help drive long-term demand
                                                                                                                                                • Foreclosed properties may offer an opportunity for flooring suppliers
                                                                                                                                                  • Figure 39: Foreclosure filings, by percent of U.S. housing units, 2006-09
                                                                                                                                                • Low confidence leads consumers to hold off on buying flooring
                                                                                                                                                  • Figure 40: Reuters/University of Michigan Index of Consumer Sentiment (ICS), 2001-10
                                                                                                                                                  • Figure 41: Graph: Reuters/University of Michigan Index of Consumer Sentiment (ICS), 2001-10
                                                                                                                                                • Green trends fuel demand for eco-friendly flooring options
                                                                                                                                                  • TV shows and websites about “green” lifestyles, homes and products
                                                                                                                                                    • Codes, standards and legislation
                                                                                                                                                      • Natural materials and standards for Low VOC Emissions
                                                                                                                                                        • Concern with allergens shapes demand for flooring
                                                                                                                                                        • Leading Companies

                                                                                                                                                          • Key points
                                                                                                                                                            • Figure 42: Manufacturer sales of floor covering products and share of wholesale market, 2008 and 2009
                                                                                                                                                        • Brand Qualities

                                                                                                                                                          • Key points
                                                                                                                                                            • Mohawk and Shaw command most extensive brand portfolios
                                                                                                                                                              • Other suppliers have significant brand positions in major segments
                                                                                                                                                                • Figure 43: Top-selling brands, by segment, 2009
                                                                                                                                                              • Select brand qualities of the top three suppliers
                                                                                                                                                                • Shaw
                                                                                                                                                                  • Mohawk
                                                                                                                                                                    • Select brand qualities of smaller suppliers with significant segment shares
                                                                                                                                                                      • Armstrong
                                                                                                                                                                        • Beaulieu of America
                                                                                                                                                                          • Mannington
                                                                                                                                                                            • Congoleum
                                                                                                                                                                            • Innovation and Innovators

                                                                                                                                                                              • Key points
                                                                                                                                                                                • “Green” products and practices
                                                                                                                                                                                  • Collecting and recycling of carpets
                                                                                                                                                                                    • Carpets with recycled content and innovative “green” materials
                                                                                                                                                                                      • Recycled and “green” materials in hardwoods and laminates
                                                                                                                                                                                        • Recycled and “green” materials in tiles
                                                                                                                                                                                          • Innovative looks and styles in laminates
                                                                                                                                                                                            • Click systems for hardwood
                                                                                                                                                                                              • Innovations to enhance the durability of hardwood
                                                                                                                                                                                                • In vinyl, LVT with glueless installation
                                                                                                                                                                                                  • Shaw reaches kids with Disney-themed carpets to coordinate with décor collections
                                                                                                                                                                                                    • RoomsAlive offers interactive website
                                                                                                                                                                                                    • Advertising and Promotion

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • National and local retailers invest heavily in promotion
                                                                                                                                                                                                          • Figure 44: Advertising spending of selected flooring retailers, 2007 and 2008
                                                                                                                                                                                                        • Smaller, local retailers showcase national brands and tailor offers to local markets
                                                                                                                                                                                                          • Figure 45: Karastan Carpets, 2010
                                                                                                                                                                                                          • Figure 46: Bruce Laminate Flooring, 2010
                                                                                                                                                                                                        • The largest suppliers undertake multifaceted campaigns
                                                                                                                                                                                                          • Shaw’s “I want a floor” campaign makes flooring integral to lifestyle
                                                                                                                                                                                                            • Shaw’s “Spring is Green” campaign features eco-friendly products
                                                                                                                                                                                                              • Mohawk offers innovative campaigns using iPhone app and using new social media
                                                                                                                                                                                                                • Mohawk promotes SmartStrand with Ricko the Rhino challenge
                                                                                                                                                                                                                  • Mohawk reaches out to busy moms in promoting Stainmaster brand
                                                                                                                                                                                                                    • Figure 47: Stainmaster carpet, 2009
                                                                                                                                                                                                                  • Other suppliers showcase brand and product qualities
                                                                                                                                                                                                                    • Armstrong’s whimsical ad campaign seeks to grab attention and provoke imagination
                                                                                                                                                                                                                      • Figure 48: Armstrong Flooring, 2010
                                                                                                                                                                                                                    • Marmoleum click promoted as eco-friendly products that reduce allergens
                                                                                                                                                                                                                      • Figure 49: Forbo Marmoleum click, 2009
                                                                                                                                                                                                                  • The Consumer—Flooring Purchased

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Trended survey data show decline in purchasing from 2007-09
                                                                                                                                                                                                                          • Figure 50: Purchasing of flooring products in the past 12 months, trended, 2003-09
                                                                                                                                                                                                                        • Variations seen in average amount spent by type of flooring
                                                                                                                                                                                                                          • Figure 51: Amount spent on flooring products purchased in the past 12 months, January-October 2006 and November 2008-December 2009
                                                                                                                                                                                                                        • Younger consumers buying more flooring
                                                                                                                                                                                                                            • Figure 52: Types of residential flooring purchased in the past 12 months, by age, May 2010
                                                                                                                                                                                                                          • Families purchase more flooring
                                                                                                                                                                                                                            • Figure 53: Types of residential flooring purchased in the past 12 months, by number of children in HH, May 2010
                                                                                                                                                                                                                          • Income drives purchasing
                                                                                                                                                                                                                            • Figure 54: Types of residential flooring purchased in the past 12 months, by HH income, May 2010
                                                                                                                                                                                                                          • Women buy more rugs, men buy laminates and hardwood
                                                                                                                                                                                                                              • Figure 55: Type of flooring purchased most recently, by gender, May 2010
                                                                                                                                                                                                                            • Upper-income HHs a little less likely to buy carpeting and vinyl
                                                                                                                                                                                                                                • Figure 56: Type of flooring purchased most recently, by HH income, May 2010
                                                                                                                                                                                                                            • Room of House in which Flooring Installed

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Figure 57: Where in home flooring product was installed, 2007 and 2010
                                                                                                                                                                                                                                • Figure 58: Where in home flooring product was installed, by number of children in HH, May 2010
                                                                                                                                                                                                                            • Motivation and Factors Considered in Purchasing

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • Motives for purchase change little from 2007-10
                                                                                                                                                                                                                                  • Figure 59: Main reason for most recent flooring purchase, 2007 and 2010
                                                                                                                                                                                                                                • Age shapes reasons for purchase
                                                                                                                                                                                                                                  • Figure 60: Main reason for most recent flooring purchase, by age, May 2010
                                                                                                                                                                                                                                • Upper-income HHs replace flooring as part of larger renovations
                                                                                                                                                                                                                                  • Figure 61: Main reason for most recent flooring purchase, by HH income, May 2010
                                                                                                                                                                                                                                • Price and durability top priorities when purchasing flooring
                                                                                                                                                                                                                                  • Figure 62: Most important consideration when making most recent flooring purchase, 2007 and 2010
                                                                                                                                                                                                                                • Younger buyers prioritize price; older buyers ease of care
                                                                                                                                                                                                                                  • Figure 63: Most important consideration when making most recent flooring purchase, by age, May 2010
                                                                                                                                                                                                                                • Price becomes more important for lower-income HHs
                                                                                                                                                                                                                                  • Figure 64: Most important consideration when making most recent flooring purchase, by HH income, May 2010
                                                                                                                                                                                                                              • Place of Purchase

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                  • Fewer consumers turn to home improvement centers
                                                                                                                                                                                                                                    • Figure 65: Place of home flooring purchase, 2007 and 2010
                                                                                                                                                                                                                                  • Retailer choice varies with age and lifestage
                                                                                                                                                                                                                                    • Figure 66: Place of home flooring purchase, by age, May 2010
                                                                                                                                                                                                                                  • Lower-income HHs favor mass merchandisers; upper-income HHs specialty retailers
                                                                                                                                                                                                                                    • Figure 67: Place of home flooring purchase, by HH income, May 2010
                                                                                                                                                                                                                                  • HHs with children favor home improvement stores
                                                                                                                                                                                                                                    • Figure 68: Place of home flooring purchase, by number of children in HH, May 2010
                                                                                                                                                                                                                                • Research Undertaken Prior to Purchase

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • Retailer is top source of information for flooring purchase
                                                                                                                                                                                                                                      • Figure 69: Source of information for most recent flooring purchase, 2007 and 2010
                                                                                                                                                                                                                                    • Younger buyers turn to greater range and number of information sources
                                                                                                                                                                                                                                      • Figure 70: Source of information for most recent flooring purchase, by age, May 2010
                                                                                                                                                                                                                                    • Upper-income HHs look at greater range and number of information sources
                                                                                                                                                                                                                                      • Figure 71: Source of information for most recent flooring purchase, by HH income, May 2010
                                                                                                                                                                                                                                    • HHs with children seek more information
                                                                                                                                                                                                                                      • Figure 72: Source of information for most recent flooring purchase, by number of children in HH, May 2010
                                                                                                                                                                                                                                  • Race and Hispanic Origin

                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                      • Non-whites and Hispanics purchase more flooring
                                                                                                                                                                                                                                        • Figure 73: Types of residential flooring purchased in the past 12 months, by race/ethnicity, May 2010
                                                                                                                                                                                                                                        • Figure 74: Types of residential flooring purchased in the past 12 months, by Hispanic origin, May 2010
                                                                                                                                                                                                                                      • Type of flooring most recently purchased confirms ethnic-based differences
                                                                                                                                                                                                                                        • Figure 75: Type of flooring purchased most recently, by race, May 2010
                                                                                                                                                                                                                                        • Figure 76: Type of flooring purchased most recently, by Hispanic origin, May 2010
                                                                                                                                                                                                                                      • Hispanics install flooring in more rooms
                                                                                                                                                                                                                                        • Figure 77: Where in home flooring product was installed, by Hispanic origin, May 2010
                                                                                                                                                                                                                                      • Reason for flooring varies with race/ethnicity
                                                                                                                                                                                                                                        • Figure 78: Main reason for most recent flooring purchase, by race/ethnicity, May 2010
                                                                                                                                                                                                                                      • Asians prioritize price and style; blacks color
                                                                                                                                                                                                                                        • Figure 79: Most important consideration when making most recent flooring purchase, by race/ethnicity, May 2010
                                                                                                                                                                                                                                      • Retailer choice varies with race/ethnicity
                                                                                                                                                                                                                                        • Figure 80: Place of home flooring purchase, by race/ethnicity, May 2010
                                                                                                                                                                                                                                        • Figure 81: Place of home flooring purchase, by Hispanic origin, May 2010
                                                                                                                                                                                                                                        • Figure 82: Source of information for most recent flooring purchase, by race/ethnicity, May 2010
                                                                                                                                                                                                                                        • Figure 83: Source of information for most recent flooring purchase, by Hispanic origin, May 2010
                                                                                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                                                                                        • Thinking About Green
                                                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                                                              • Real Wood, Carpet Only
                                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                                    • Uninspired
                                                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                                                                                            • Figure 84: Flooring clusters, May 2010
                                                                                                                                                                                                                                                            • Figure 85: Most important consideration when making most recent flooring purchase, by flooring clusters, May 2010
                                                                                                                                                                                                                                                            • Figure 86: Main reason for most recent flooring purchase, by flooring clusters, May 2010
                                                                                                                                                                                                                                                            • Figure 87: Impressions about products after shopping for flooring, by flooring clusters, May 2010
                                                                                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                                                                                            • Figure 88: Flooring clusters, by gender, May 2010
                                                                                                                                                                                                                                                            • Figure 89: Flooring clusters, by age, May 2010
                                                                                                                                                                                                                                                            • Figure 90: Flooring clusters, by HH income, May 2010
                                                                                                                                                                                                                                                            • Figure 91: Flooring clusters, by race, May 2010
                                                                                                                                                                                                                                                            • Figure 92: Flooring clusters, by Hispanic origin, May 2010
                                                                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                                                                          • Various Attitudes Towards Flooring

                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                              • Attitudes vary with age and lifestage
                                                                                                                                                                                                                                                                • Figure 93: Impressions about products after shopping for flooring, by age, May 2010
                                                                                                                                                                                                                                                              • Attitudes towards hardwood and laminates key to purchase
                                                                                                                                                                                                                                                                • Figure 94: Type of flooring purchased most recently, by attitudes towards wood flooring, May 2010
                                                                                                                                                                                                                                                              • Colors and designs drive purchasing of carpets and rugs
                                                                                                                                                                                                                                                                • Figure 95: Type of flooring purchased most recently, by attitudes towards carpeting, May 2010
                                                                                                                                                                                                                                                              • Eco-friendly consumers buy more hard surfaces
                                                                                                                                                                                                                                                                • Figure 96: Type of flooring purchased most recently, by attitudes towards eco-friendly products, May 2010
                                                                                                                                                                                                                                                              • For eco-friendly consumers price takes a back seat to buying “green” flooring
                                                                                                                                                                                                                                                                • Figure 97: Most important consideration when making most recent flooring purchase, by attitudes towards eco-friendly products, May 2010
                                                                                                                                                                                                                                                              • Customers overwhelmed by choices end up seeking the cheapest products
                                                                                                                                                                                                                                                                • Figure 98: Most important consideration when making most recent flooring purchase, by attitudes towards shopping, May 2010
                                                                                                                                                                                                                                                              • Those with older homes prioritize price; larger HHs want durability
                                                                                                                                                                                                                                                                • Figure 99: Most important consideration when making most recent flooring purchase, by various home and household characteristics and attitudes, May 2010
                                                                                                                                                                                                                                                              • Older home stock drives need for replacement
                                                                                                                                                                                                                                                                • Figure 100: Main reason for most recent flooring purchase, by home characteristics, May 2010
                                                                                                                                                                                                                                                              • Larger HHs with multiple generations seek replacement flooring
                                                                                                                                                                                                                                                                • Figure 101: Main reason for most recent flooring purchase, by household characteristics, May 2010
                                                                                                                                                                                                                                                            • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                • Figure 102: Where in home flooring product was installed, by age, May 2010
                                                                                                                                                                                                                                                                • Figure 103: Where in home flooring product was installed, by HH income, May 2010
                                                                                                                                                                                                                                                                • Figure 104: Impressions about products after shopping for flooring, by HH income, May 2010
                                                                                                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                                                              • Armstrong World Industries Inc.
                                                                                                                                                                                                                                                              • Asthma and Allergy Foundation of America (AAFA)
                                                                                                                                                                                                                                                              • Berkshire Hathaway Inc
                                                                                                                                                                                                                                                              • Carpet and Rug Institute
                                                                                                                                                                                                                                                              • Dal-Tile International Inc.
                                                                                                                                                                                                                                                              • Dell Inc.
                                                                                                                                                                                                                                                              • Discovery Communications, Inc.
                                                                                                                                                                                                                                                              • Empire Today, LLC
                                                                                                                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                                                                                                                              • Federal Trade Commission
                                                                                                                                                                                                                                                              • Ford Motor Company (USA)
                                                                                                                                                                                                                                                              • Forest Stewardship Council
                                                                                                                                                                                                                                                              • Home & Garden Television
                                                                                                                                                                                                                                                              • Home Depot (USA)
                                                                                                                                                                                                                                                              • Home Improvement Research Institute
                                                                                                                                                                                                                                                              • J C Penney Company, Inc
                                                                                                                                                                                                                                                              • Lowe Worldwide
                                                                                                                                                                                                                                                              • Lumber Liquidators, Inc.
                                                                                                                                                                                                                                                              • Mannington Mills Inc.
                                                                                                                                                                                                                                                              • Martha Stewart Living Omnimedia Inc.
                                                                                                                                                                                                                                                              • Menard, Inc
                                                                                                                                                                                                                                                              • Mohawk Industries Inc.
                                                                                                                                                                                                                                                              • Morgan Stanley
                                                                                                                                                                                                                                                              • National Association of Home Builders (NAHB)
                                                                                                                                                                                                                                                              • National Wood Flooring Association (NWFA)
                                                                                                                                                                                                                                                              • North American Laminate Flooring Association (NALFA)
                                                                                                                                                                                                                                                              • Pergo
                                                                                                                                                                                                                                                              • Polo Ralph Lauren Corporation
                                                                                                                                                                                                                                                              • R.C. Bigelow Inc.
                                                                                                                                                                                                                                                              • Reuters Group PLC
                                                                                                                                                                                                                                                              • Sears Holdings Corporation
                                                                                                                                                                                                                                                              • Shaw Industries Inc.
                                                                                                                                                                                                                                                              • Target Corporation
                                                                                                                                                                                                                                                              • The Vinyl Institute
                                                                                                                                                                                                                                                              • Tile Council of America (TCA)
                                                                                                                                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                              • U.S. Bureau of the Census
                                                                                                                                                                                                                                                              • University of Michigan, The
                                                                                                                                                                                                                                                              • Walmart Stores (USA)
                                                                                                                                                                                                                                                              • Walt Disney Company, The
                                                                                                                                                                                                                                                              • YouTube, Inc.

                                                                                                                                                                                                                                                              Residential Flooring - US - August 2010

                                                                                                                                                                                                                                                              £3,199.84 (Excl.Tax)