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Residential Flooring - US - July 2011

Residential flooring is defined as any floor covering used for private residences. While the main focus of this report is the residential flooring market, total market size figures, manufacturer sales, wholesale values, and retailer sales are rarely delineated on the basis of end users. Indeed, manufacturers and retailers also cater to nonresidential consumer, and thus, available data generally include sales to builders, contractors, and commercial consumers. Sales, trends, and segmentation data related to nonresidential consumers are thus sometimes discussed in this report, especially as they relate to the broader market.

The residential flooring market includes the following types of flooring:

Soft surface

  • Carpeting
  • Area rugs

Hard surface

  • Ceramic floor and wall tile
  • Stone flooring
  • Hardwood flooring
  • Vinyl sheet and floor tile
  • Laminate flooring
  • Rubber flooring
  • Other flooring materials discussed within this report include linoleum and cork.

    The report covers products that homeowners would buy and/or install for themselves, as well as products installed for consumers by professional homebuilders, contractors, and management companies in advance of or following the sale of a residence. Retail channels profiled include flooring specialty stores, home improvement stores, contractors, and other retailers selling flooring products directly to consumers.

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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

                    • Snapshot of flooring category
                      • Hard surface flooring stays steady; carpets and other floor coverings decline
                        • Specialist floor covering stores still dominate despite falling sales
                          • Slight declines in households buying flooring each year
                            • Changes in retailers used or planning to use
                              • A new spin on green
                                • Key finding: those with allergies/asthma want new flooring
                                  • Key consumer findings
                                    • Those with pets want new flooring
                                      • Reasons for purchase differ with age
                                        • How respondents research flooring
                                          • How other green concerns fit in
                                          • Insights and Opportunities

                                            • Going green to save green
                                                • Figure 1: Important green/environmental factors for flooring, by age, March–April 2011
                                              • Interest in recycled/renewable products also likely to grow
                                                  • Figure 2: Important green/environmental factors for flooring, by age, March–April 2011
                                                • Goodbye to gesundheit
                                                    • Figure 3: Desire to change flooring in specific rooms in house, by incidence of allergies/asthma, March–April 2011
                                                  • Flooring for Fido
                                                      • Figure 4: Desire to change flooring in specific rooms in house, by presence of dog or cat, March–April 2011
                                                  • Inspire Insights

                                                      • Trend: “Green Technology”
                                                        • Trend: “Survival Skills”
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Housing crisis creates declines
                                                                • Figure 5: Total U.S. sales of residential flooring at current prices, 2006-16
                                                                • Figure 6: Total U.S. sales of residential flooring, at inflation-adjusted prices, 2006-16
                                                              • Fan chart forecast
                                                                  • Figure 7: Fan chart forecast of total U.S. sales of residential flooring at current prices, 2006-16
                                                              • Market Drivers

                                                                • Key points
                                                                  • Negative drivers
                                                                    • Foreclosures, falling home prices, and fear hurt the category
                                                                        • Figure 8: Consumer confidence index, Jan. 2007-May 2011
                                                                        • Figure 9: Total home sales and average selling price, 2008-10
                                                                      • Renting instead of owning
                                                                          • Figure 10: Housing units, vacancies, owner-occupied, and renter-occupied units, 2005-10
                                                                        • New home starts remain unchanged
                                                                          • Figure 11: New home starts, January 2009–April 2011
                                                                        • Costs of raw goods rise
                                                                            • Figure 12: Cost of crude oil, January 2009–March 2011
                                                                          • Positive drivers
                                                                            • Putting down new floors for resale
                                                                                • Figure 13: Reason for buying or planning to buy new flooring; 2007, 2010, and 2011
                                                                              • Better days ahead (eventually)
                                                                                • Rising cost of heating oil may spur demand
                                                                                  • Figure 14: Price of heating oil, January 2007–March 2011
                                                                                • More cats and dogs a plus for the category
                                                                                  • Figure 15: U.S. Pet Population, 2005–09
                                                                                • Green still matters
                                                                                    • Figure 16: Important green/environmental factors for flooring, by age, March–April 2011
                                                                                • Segment Performance—Overview

                                                                                  • Key points
                                                                                    • Hard surfaces are stable, carpeting declines
                                                                                      • Hard surface flooring viewed as an investment
                                                                                        • Flooring greener than carpeting
                                                                                          • Sales of floor coverings, by segment
                                                                                            • Figure 17: Total U.S. sales of residential flooring, by segment, 2009 and 2011
                                                                                            • Figure 18: Total U.S. sales of residential flooring, by segment type, 2006-16
                                                                                        • Segment Performance—Hard Surface Flooring

                                                                                          • Key points
                                                                                            • Hard surface holds (comparatively) steady
                                                                                              • Sales and forecast—hard surface flooring
                                                                                                • Figure 19: U.S. sales and forecast of hard surface residential flooring, 2006-16
                                                                                            • Segment Performance—Carpets and Other Flooring

                                                                                              • Key points
                                                                                                • Sales of carpeting fray
                                                                                                  • Sales and forecast—carpets and other floor coverings
                                                                                                    • Figure 20: U.S. sales and forecast of carpets and other floor coverings, 2006-16
                                                                                                • Retail Channels—Overview

                                                                                                  • Key points
                                                                                                    • Floor covering stores hit as consumers trade down
                                                                                                      • Home centers the big winners
                                                                                                        • Other channels suffer
                                                                                                          • Figure 21: Total U.S. sales of residential flooring, by channel, 2009 and 2011
                                                                                                      • Retail Channels—Floor Covering Stores

                                                                                                        • Key points
                                                                                                          • Sales at flooring stores in the basement
                                                                                                            • Lumber Liquidators thrives
                                                                                                              • Creative promotions may win wallets
                                                                                                                • Still appeal to the affluent
                                                                                                                  • Sales through floor covering stores
                                                                                                                    • Figure 22: Floor covering stores sales of floor covering products, 2006-11
                                                                                                                • Retail Channels—Home Centers

                                                                                                                  • Key points
                                                                                                                    • Home centers see sales growth
                                                                                                                      • Low prices a key tactic
                                                                                                                        • Sales through home centers
                                                                                                                          • Figure 23: Home center sales of floor covering products, 2006-11
                                                                                                                      • Retail Channels—Other Outlets

                                                                                                                        • Key points
                                                                                                                          • Still struggling from the recession
                                                                                                                            • Sales through other outlets
                                                                                                                              • Figure 24: Other outlet stores sales of floor covering products, 2006-11
                                                                                                                          • Leading Companies

                                                                                                                            • Key points
                                                                                                                              • All leaders stumble
                                                                                                                                • Figure 25: Manufacturer sales* of floor covering products, 2008 and 2009
                                                                                                                            • Innovations and Innovators

                                                                                                                              • Key points
                                                                                                                                • Laminate imitates life
                                                                                                                                  • Scratch-resistant hardwood floors
                                                                                                                                    • Odor-free and recyclable carpets
                                                                                                                                      • Green products
                                                                                                                                      • Marketing Strategies

                                                                                                                                        • Key points
                                                                                                                                          • Advertising overview
                                                                                                                                            • Figure 26: Advertising spends by major flooring retailers and manufacturers, 2008 and 2009
                                                                                                                                          • Brand and merchandising strategies
                                                                                                                                            • Shaw Floors
                                                                                                                                              • Mohawk
                                                                                                                                                • Mullican Flooring
                                                                                                                                                  • In-store merchandising and displays
                                                                                                                                                    • TV advertising
                                                                                                                                                      • Figure 27: Armstrong Flooring"ARMSTRONG FLOORING", TV ad, 2010
                                                                                                                                                      • Figure 28: Karastan carpet and rugs, TV ad, 2011
                                                                                                                                                      • Figure 29: Mullican Flooring, TV ad, 2010
                                                                                                                                                      • Figure 30: Empire Today, TV ad, 2010
                                                                                                                                                      • Figure 31: Stanley Steemer, TV ad, 2010
                                                                                                                                                    • Print advertising
                                                                                                                                                      • Figure 32: Shaw floors, Living room print ad, 2011
                                                                                                                                                      • Figure 33: Artistic tile, dress tile print ad, 2011
                                                                                                                                                    • Other initiatives
                                                                                                                                                      • Online initiatives
                                                                                                                                                        • Apps
                                                                                                                                                          • Social media
                                                                                                                                                            • Other online initiatives
                                                                                                                                                            • Type of Flooring Currently Owned

                                                                                                                                                              • Key points
                                                                                                                                                                • Wall-to-wall carpeting most popular choice, and most likely to be purchased
                                                                                                                                                                  • Figure 34: Type of flooring currently in home, bought last year and planning to buy, March–April 2011
                                                                                                                                                                • Carpet in the bedrooms, tile in kitchen and bathroom
                                                                                                                                                                  • Figure 35: Type of flooring currently in each room in house: kitchen, bedroom, bathroom, and living area; March–April 2011
                                                                                                                                                                • Carpet in the hallway, tile in the eating area
                                                                                                                                                                  • Figure 36: Type of flooring currently in each room in house: eating area, hallway, stairs, and basement; March–April 2011
                                                                                                                                                              • Desire to Change Flooring, and Flooring Wanted

                                                                                                                                                                • Key points
                                                                                                                                                                  • Wanting to put carpet in the bedroom, hardwood in living area
                                                                                                                                                                    • Figure 37: Type of flooring desired in each room: kitchen, bedroom, bathroom, and living area; March–April 2011
                                                                                                                                                                  • Women more interested in changing flooring
                                                                                                                                                                    • Figure 38: Desire to change flooring in specific rooms in house, by gender, March–April 2011
                                                                                                                                                                  • 45-54s most likely to want to change flooring
                                                                                                                                                                    • Figure 39: Desire to change flooring in specific rooms in house, by age, March–April 2011
                                                                                                                                                                  • The more children, the greater the desire to change flooring
                                                                                                                                                                    • Figure 40: Desire to change flooring in specific rooms in house, by presence and number of children, March–April 2011
                                                                                                                                                                  • Allergies and pets factor in desire to change flooring
                                                                                                                                                                    • Figure 41: Desire to change flooring in specific rooms in house, by incidence of allergies/asthma and presence of dog or cat, March–April 2011
                                                                                                                                                                • Flooring Bought in last 12 Months

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Flooring purchases remain unchanged
                                                                                                                                                                      • Figure 42: Types of household floor covering bought in last 12 months, 2006-10
                                                                                                                                                                    • Spend in last 12 months, by type of flooring
                                                                                                                                                                        • Figure 43: Spend on various types of floor coverings in past 12 months, 2010
                                                                                                                                                                      • Trends in spend on flooring, by type
                                                                                                                                                                        • Spend on carpeting in the $100-499 range increases since 2009
                                                                                                                                                                          • Figure 44: Spend on wall-to-wall carpet in last 12 months, 2006-10
                                                                                                                                                                        • Spending on room-sized or area rugs is unchanged
                                                                                                                                                                          • Figure 45: Spend on room-sized or area rugs in last 12 months, 2006-10
                                                                                                                                                                        • Amount spent on tile vinyl flooring purchases is unchanged
                                                                                                                                                                          • Figure 46: Spend on vinyl flooring (tile) in last 12 months, 2006-10
                                                                                                                                                                        • Amount spent on sheet vinyl flooring increases
                                                                                                                                                                          • Figure 47: Spend on vinyl flooring (sheet) in last 12 months, 2006-10
                                                                                                                                                                        • Spending a little more on wood floors
                                                                                                                                                                          • Figure 48: Spend on wood flooring in last 12 months, 2006-10
                                                                                                                                                                        • Spending less on ceramic tiles
                                                                                                                                                                          • Figure 49: Spend on ceramic tiles for floor or wall in last 12 months, 2006-10
                                                                                                                                                                        • Carpet and vinyl sheet installation mostly contracted out, others mostly installed by household member
                                                                                                                                                                          • Figure 50: Who laid each type of floor surface bought in last 12 months, 2010
                                                                                                                                                                        • Trends in self-installation or use of outside services by flooring type
                                                                                                                                                                          • Figure 51: Who laid each type of floor surface bought in last 12 months, 2006-10
                                                                                                                                                                      • Reasons for Buying or Planning to Buy New Flooring

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Replacing, renovating, and adding on the rise
                                                                                                                                                                            • Figure 52: Reason for buying or planning to buy new flooring, 2007, 2010, and 2011
                                                                                                                                                                          • 18-34s purchasing new flooring for room additions
                                                                                                                                                                            • Figure 53: Reason for buying or planning to buy new flooring, by age, March–April 2011
                                                                                                                                                                          • More affluent replace floors for home renovation
                                                                                                                                                                            • Figure 54: Reason for buying or planning to buy new flooring, by household income, March–April 2011
                                                                                                                                                                          • With allergies, asthma, or pets, and replacing flooring because it’s worn-out
                                                                                                                                                                            • Figure 55: Reason for buying or planning to buy new flooring, by incidence of allergies/asthma and presence of dog or cat, March–April 2011
                                                                                                                                                                        • Sources of Information Used When Looking at Flooring

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Turning more to friends and TV shows
                                                                                                                                                                              • Figure 56: Sources of information used before deciding to buy flooring, 2007, 2010, 2011
                                                                                                                                                                            • Word of mouth for women, trade professionals for men
                                                                                                                                                                                • Figure 57: Sources of information used before deciding to buy flooring, by gender, March–April 2011
                                                                                                                                                                              • 45-54s asking the retailer and researching its website
                                                                                                                                                                                • Figure 58: Sources of information used before deciding to buy flooring, by age, March–April 2011
                                                                                                                                                                              • More affluent use more sources
                                                                                                                                                                                • Figure 59: Sources of information used before deciding to buy flooring, by household income, March–April 2011
                                                                                                                                                                              • Those with allergy/asthma concerns use many resources to research flooring
                                                                                                                                                                                • Figure 60: Sources of information used before deciding to buy flooring, by incidence of allergies/asthma and presence of dog or cat, March–April 2011
                                                                                                                                                                            • Flooring and the Environment

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Energy efficiency and green credentials are important
                                                                                                                                                                                    • Figure 61: Importance of green/environmental factors for flooring, March–April 2011
                                                                                                                                                                                  • Green concerns about flooring change with age
                                                                                                                                                                                      • Figure 62: Important green/environmental factors for flooring, by age, March–April 2011
                                                                                                                                                                                    • Parents want green flooring
                                                                                                                                                                                      • Figure 63: Important green/environmental factors for flooring, by presence and number of children, March–April 2011
                                                                                                                                                                                  • Type of Retailer Used for Flooring

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Shopping goes upscale
                                                                                                                                                                                        • Figure 64: Source (retailer type) of flooring bought or planning to buy, 2007, 2010, and 2011
                                                                                                                                                                                      • Shopping in one place, buying in another
                                                                                                                                                                                        • Figure 65: Source (retailer type) of flooring bought or planning to buy, March–April 2011
                                                                                                                                                                                      • Men buying at mass merchandisers, women at home improvement stores
                                                                                                                                                                                          • Figure 66: Source (retailer type) of flooring bought or planning to buy, by gender, March–April 2011
                                                                                                                                                                                        • 18-44s purchasing from mass merchandisers, warehouse clubs
                                                                                                                                                                                          • Figure 67: Source (retailer type) of flooring bought or planning to buy, by age, March–April 2011
                                                                                                                                                                                        • More affluent purchase at an independent flooring retailer
                                                                                                                                                                                          • Figure 68: Source (retailer type) of flooring bought or planning to buy, by household income, March–April 2011
                                                                                                                                                                                      • Reasons for Not Wanting to Change Existing Flooring

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Men are content, women can’t afford it
                                                                                                                                                                                            • Figure 69: Reasons for not planning to change existing flooring in home, by gender, March–April 2011
                                                                                                                                                                                          • Less affluent can’t afford it
                                                                                                                                                                                            • Figure 70: Reasons for not planning to change existing flooring in home, by household income, March–April 2011
                                                                                                                                                                                          • The allergic and pet owners can’t afford it
                                                                                                                                                                                            • Figure 71: Reasons for not planning to change existing flooring in home, by incidence of allergies/asthma and presence of dog or cat, March–April 2011
                                                                                                                                                                                        • Impact of Race/Hispanic Origin

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Blacks want flooring in lots of rooms
                                                                                                                                                                                              • Figure 72: Desire to change flooring in specific rooms in house, by race/Hispanic origin, March–April 2011
                                                                                                                                                                                            • Minorities care about green issues
                                                                                                                                                                                              • Figure 73: Important green/environmental factors for flooring, by race/Hispanic origin, March–April 2011
                                                                                                                                                                                            • Whites go to the retailer for information
                                                                                                                                                                                                • Figure 74: Sources of information used before deciding to buy flooring, by race/Hispanic origin, March–April 2011
                                                                                                                                                                                              • Hispanics buy flooring from mass merchandisers
                                                                                                                                                                                                • Figure 75: Source (retailer type) of flooring bought, by race/Hispanic origin, March–April 2011
                                                                                                                                                                                                • Figure 76: Source (retailer type) of flooring planning to buy, by race/Hispanic origin, March–April 2011
                                                                                                                                                                                            • Custom Consumer Tables

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Parents care about green issues
                                                                                                                                                                                                    • Figure 77: Important green/environmental factors for flooring, by marital status and presence of children, March–April 2011
                                                                                                                                                                                                  • Men aged 18-34 want green flooring
                                                                                                                                                                                                      • Figure 78: Important green/environmental factors for flooring, by gender and age, March–April 2011
                                                                                                                                                                                                  • Cluster Analysis

                                                                                                                                                                                                      • Rug-rats
                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                            • Implications
                                                                                                                                                                                                              • Wooden Worshipers
                                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                    • Implications
                                                                                                                                                                                                                      • Frozen Floors
                                                                                                                                                                                                                        • Demographics
                                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                                            • Implications
                                                                                                                                                                                                                              • Cluster characteristic tables
                                                                                                                                                                                                                                • Figure 79: Residential flooring clusters, April 2011
                                                                                                                                                                                                                                • Figure 80: Type of flooring currently in home, by residential flooring clusters, April 2011
                                                                                                                                                                                                                                • Figure 81: Type of flooring bought in the last year, by residential flooring clusters, April 2011
                                                                                                                                                                                                                                • Figure 82: Type of flooring planning to buy in the next year, by residential flooring clusters, April 2011
                                                                                                                                                                                                                                • Figure 83: Reason for buying or planning to buy new flooring, by residential flooring clusters, April 2011
                                                                                                                                                                                                                                • Figure 84: Important green/environmental factors for flooring, by residential flooring clusters, April 2011
                                                                                                                                                                                                                              • Cluster demographic tables
                                                                                                                                                                                                                                • Figure 85: Residential flooring clusters, by gender, April 2011
                                                                                                                                                                                                                                • Figure 86: Residential flooring clusters, by age, April 2011
                                                                                                                                                                                                                                • Figure 87: Residential flooring clusters, by household income, April 2011
                                                                                                                                                                                                                                • Figure 88: Residential flooring clusters, by race, April 2011
                                                                                                                                                                                                                                • Figure 89: Residential flooring clusters, by Hispanic origin, April 2011
                                                                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                                                                              • Appendix—Other Useful Tables

                                                                                                                                                                                                                                • With four+ people in the house, greater desire to change flooring
                                                                                                                                                                                                                                  • Figure 90: Desire to change flooring in specific rooms in house, by number of people in household, March–April 2011
                                                                                                                                                                                                                                • Homeowners want carpeting for the stairs and basement, wood for the hallway
                                                                                                                                                                                                                                  • Figure 91: Type of flooring desired in each room: eating area, hallway, stairs, and basement; March–April 2011
                                                                                                                                                                                                                                • Less affluent more likely to want to change flooring
                                                                                                                                                                                                                                  • Figure 92: Desire to change flooring in specific rooms in house, by household income, March–April 2011
                                                                                                                                                                                                                                • Those in rural areas replacing worn-out flooring
                                                                                                                                                                                                                                  • Figure 93: Reason for buying or planning to buy new flooring, by urban status, March–April 2011
                                                                                                                                                                                                                                • Using more sources in the Northeast
                                                                                                                                                                                                                                  • Figure 94: Sources of information used before deciding to buy flooring, by region, March–April 2011
                                                                                                                                                                                                                                • Urbanites care more about green
                                                                                                                                                                                                                                  • Figure 95: Important green/environmental factors for flooring, by urban status, March–April 2011
                                                                                                                                                                                                                                • No kids, and content with flooring
                                                                                                                                                                                                                                  • Figure 96: Reasons for not planning to change existing flooring in home, by presence of children, March–April 2011
                                                                                                                                                                                                                                • More affluent purchase at an independent flooring retailer
                                                                                                                                                                                                                                  • Figure 97: Source (retailer type) of flooring bought or planning to buy, by household income, March–April 2011
                                                                                                                                                                                                                              • Appendix—Trade Associations

                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                • Asthma and Allergy Foundation of America (AAFA)
                                                                                                                                                                                                                                • Bureau of Economic Analysis
                                                                                                                                                                                                                                • Carpet and Rug Institute
                                                                                                                                                                                                                                • Forest Stewardship Council
                                                                                                                                                                                                                                • Home Depot (USA)
                                                                                                                                                                                                                                • J C Penney Company, Inc
                                                                                                                                                                                                                                • Mohawk Industries Inc.
                                                                                                                                                                                                                                • National Association of Home Builders (NAHB)
                                                                                                                                                                                                                                • National Association of Realtors (NAR)
                                                                                                                                                                                                                                • National Wood Flooring Association (NWFA)
                                                                                                                                                                                                                                • North American Laminate Flooring Association (NALFA)
                                                                                                                                                                                                                                • Shaw Industries Inc.
                                                                                                                                                                                                                                • The Vinyl Institute
                                                                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                • U.S. Green Building Council (USGBC)
                                                                                                                                                                                                                                • World Floor Covering Association

                                                                                                                                                                                                                                Residential Flooring - US - July 2011

                                                                                                                                                                                                                                £3,199.84 (Excl.Tax)