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Residential Flooring - US - March 2012

With the economy strengthening and the potential for significant pent-up demand in the home renovation market, the flooring market may at last be emerging from five years of declining sales. At this key juncture, this report offers a comprehensive evaluation of the state of the market, examining underlying drivers, segment performance, significant innovations, and major marketing strategies. It analyzes the performance and marketing strategies of major suppliers and retailers, examining how they are currently reaching out to consumers, and probes the best opportunities for market growth in the five years ahead. Exclusive, up-to-date consumer research is analyzed by major demographic groups and by custom groups to examine:

  • Which flooring is most widely owned and recently purchased
  • Which groups intend to purchase flooring in the year ahead
  • Where consumers turn for information prior to purchase
  • What factors they weigh most heavily in selecting flooring
  • Where consumers purchase their flooring
  • Which groups are most likely to seek professional help with installation
  • How consumers feel about available choices, eco-friendly products, and antimicrobial flooring.

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Table of contents

  1. Scope and Themes

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

                        • Market factors
                          • Figure 1: Total U.S. sales and fan chart forecast of market, at current prices, 2006-16
                        • Hard surface sales outpace carpeting
                          • Figure 2: Sales of flooring, segmented by type, 2009 and 2011
                        • Home centers gain share, but flooring specialists have opportunities
                          • Major suppliers gain share and invest heavily in marketing
                            • Understanding the Consumer
                              • Flooring owned and sought for future purchase
                                • Figure 3: Types of flooring currently have, and plan to buy in next year, December 2011
                              • How flooring relates to the “look/feel” of a home
                                • Reasons for purchase and sources of information
                                  • Retail channels and installation services
                                    • Priorities when selecting flooring, choosing special flooring features
                                      • Figure 4: Importance rating of flooring qualities, December 2011
                                    • What we think
                                    • Insights and Opportunities

                                      • Outreach to Baby Boomers with installations and retrofit services
                                        • Develop targeted outreach to families, and especially to moms
                                          • Opportunities related to “overwhelming” choices
                                            • Improving information for eco-friendly and energy-efficient flooring
                                            • Inspire Insights

                                                • Trend: Without a Care
                                                  • Trend: Fauxthenticity
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Declines in the housing market have driven down flooring demand
                                                        • Pent-up demand, “green” flooring, and demographics shape market
                                                          • Sales and forecast of flooring market
                                                            • Figure 5: Total U.S. sales and forecast of flooring, at current prices, 2006-16
                                                            • Figure 6: Total U.S. sales and forecast of flooring, at inflation-adjusted prices, 2006-16
                                                          • Fan chart forecast
                                                              • Figure 7: Total U.S. sales and fan chart forecast of market, at current prices, 2006-16
                                                          • Market Drivers

                                                            • Key points
                                                              • Macroeconomic landscape and housing market
                                                                • Consumer confidence suggests ongoing economizing in 2012
                                                                  • Figure 8: University of Michigan’s index of consumer sentiment, 2006-11
                                                                • Weak housing market and drop in ownership drive down flooring
                                                                  • Figure 9: Sales of existing and new single-family homes, 2001-11
                                                                  • Figure 10: Foreclosure filings, by percentage of U.S. housing units, 2006-11
                                                                • Improving existing homes and ongoing need for maintenance
                                                                  • Figure 11: Reasons for a new flooring purchase, December 2011
                                                                • Rising raw material costs drive up flooring prices
                                                                  • Green living, building standards, and legislation spur green flooring
                                                                    • “Green living” trends spur demand for greener flooring
                                                                      • Figure 12: Importance of energy efficiency and eco-friendly material in flooring qualities, December 2011
                                                                    • “Green” buildings and products showcased in stores and in DIY programs
                                                                      • Building standards and legislation drive demand for “green” flooring
                                                                        • Demographic factors shaping demand for flooring
                                                                          • Demographic changes shape flooring demand
                                                                            • Figure 13: Population by age, 2006-16
                                                                          • As whites age, the younger population is more ethnically diverse
                                                                            • Figure 14: Population by race and Hispanic origin, 2006-16
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Hard surface flooring builds share, carpeting sales fall
                                                                              • Consumers less likely to be planning a purchase of new carpeting
                                                                                • Hard surface flooring attracts consumers with variety and innovation
                                                                                  • In carpeting, PET carpeting and carpet tiles are bright spots
                                                                                    • Sales of flooring, by segment
                                                                                      • Figure 15: Sales of flooring, segmented by type, 2009 and 2011
                                                                                  • Segment Performance—Hard Surface Flooring

                                                                                    • Key points
                                                                                      • Winners and losers within the hard surface segment
                                                                                        • Figure 16: Types of hard surface flooring currently owned and plan to purchase, December 2011
                                                                                      • Innovations abound in the hard surface segment
                                                                                        • Vinyl and tile stand out as strong performers in 2011
                                                                                          • Affordable vinyl grows share in 2011
                                                                                            • Hardwoods post little growth, but poised for better performance
                                                                                              • Tile builds share with durable, beautiful products at stable prices
                                                                                                • Overcapacity and competition from LVT limit growth in laminates
                                                                                                  • Sales and forecast of hard surface flooring
                                                                                                    • Figure 17: Sales and forecast of hard surface flooring, at current prices, 2006-16
                                                                                                • Segment Performance—Carpet and Other Flooring

                                                                                                  • Key points
                                                                                                    • Carpeting loses market share to hard surfaces
                                                                                                      • Increase in polyester fiber carpets and carpet tiles are key trends
                                                                                                        • Sales and forecast of carpets and other flooring
                                                                                                          • Figure 18: Sales and forecast of carpets and other flooring, at current prices, 2006-16
                                                                                                      • Retail Channels

                                                                                                        • Key points
                                                                                                          • Floor covering stores lose market share from 2009-11
                                                                                                            • Home centers attract DIYers and tout cheap carpet installations
                                                                                                              • Other channels see share decrease
                                                                                                                • Sales of flooring, by channel
                                                                                                                  • Figure 19: Sales of flooring, by channel, 2009 and 2011
                                                                                                                • Mintel’s research confirms home centers as top retail channel
                                                                                                                  • Figure 20: Locations purchased flooring from in past year; locations plan to purchase flooring from in next year, December 2011
                                                                                                              • Retail Channels—Floor Covering Stores

                                                                                                                • Key points
                                                                                                                  • Sales at flooring stores in decline from 2006-11
                                                                                                                    • Lumber Liquidators stands out as strong performer
                                                                                                                      • Installation services and appeal to Boomers may drive future growth
                                                                                                                        • Floor covering store sales of flooring
                                                                                                                          • Figure 21: Floor covering store sales of flooring, at current prices, 2006-11
                                                                                                                      • Retail Channels—Home Centers

                                                                                                                        • Key points
                                                                                                                          • Home centers outperform other retail channels from 2006-11
                                                                                                                            • Home centers offer choice, value, and installation offers
                                                                                                                              • Home centers sales of flooring
                                                                                                                                • Figure 22: Home centers sales of flooring, at current prices, 2006-11
                                                                                                                            • Retail Channels—Other Channels

                                                                                                                              • Key points
                                                                                                                                • “Other channels” embrace diverse retailers, see sales fall
                                                                                                                                  • Other channel sales of flooring
                                                                                                                                    • Figure 23: Other channel sales of flooring, at current prices, 2006-11
                                                                                                                                • Leading Companies

                                                                                                                                  • Key points
                                                                                                                                    • Largest suppliers outperform market as a whole from 2009-11
                                                                                                                                      • Figure 24: Manufacturer sales* of floor covering products, 2009 and 2011
                                                                                                                                    • Performance of major suppliers
                                                                                                                                      • Mohawk sees sales rise in Q4 2011
                                                                                                                                        • Shaw reports $4 billion annual sales
                                                                                                                                          • Armstrong reports modest growth
                                                                                                                                          • Innovations and Innovators

                                                                                                                                            • Key points
                                                                                                                                              • In luxury vinyl tile, new designs and mechanical-locking tiles
                                                                                                                                                • In ceramic tiles, digital printing enhances realistic, dimensional effects
                                                                                                                                                  • Recycled content and eco-friendly qualities in new tile products
                                                                                                                                                    • In wood flooring, sustainably forested, eco-friendly offerings
                                                                                                                                                      • Mohawk, Shaw, and Armstrong offer sustainable, eco-friendly wood flooring
                                                                                                                                                        • Smaller suppliers offer innovative eco-friendly wood products
                                                                                                                                                          • Recycled content and eco-friendly qualities in laminates
                                                                                                                                                            • Innovations in carpeting
                                                                                                                                                              • New polyester and nylon carpeting rolled out in 2012
                                                                                                                                                                • Mohawk’s SmartStrand Silk offers improved softness with stain resistance
                                                                                                                                                                  • Beaulieu’s Bliss Healthy Touch and Bliss EverClean
                                                                                                                                                                    • Shaw introduces new carpet tile installation system
                                                                                                                                                                      • Recycled content found in a variety of Shaw and Mohawk carpet products
                                                                                                                                                                      • Marketing Strategies

                                                                                                                                                                        • Overview of the brand landscape
                                                                                                                                                                          • Mohawk
                                                                                                                                                                            • Brand analysis
                                                                                                                                                                              • Figure 25: Brand analysis of Mohawk, 2012
                                                                                                                                                                              • Figure 26: Pig-Pen on Scotchgard ads, 2012
                                                                                                                                                                            • Mohawk ad featuring HGTV designer promotes SmartStrand
                                                                                                                                                                              • Figure 27: Mohawk, SmartStrand and Anniversary Sale, 2011
                                                                                                                                                                            • Mohawk promotes SmartStrand via The Better Show
                                                                                                                                                                              • Mohawk website promotes selection and offers DIY and design tools
                                                                                                                                                                                • Mohawk social media offers information, tips, and interactive content
                                                                                                                                                                                    • Figure 28: Mohawk Everstrand facebook contest 2012
                                                                                                                                                                                  • Shaw
                                                                                                                                                                                    • Brand analysis
                                                                                                                                                                                      • Figure 29: Brand analysis of Shaw, 2012
                                                                                                                                                                                    • Shaw “Room” ad campaign targets moms with optimistic energy
                                                                                                                                                                                      • Figure 30: Shaw, Protect against life, 2011
                                                                                                                                                                                    • Shaw promotes HGTV HOME collection with innovative, multifaceted campaign
                                                                                                                                                                                      • Shaw’s Dream it DO IT integrates in-store and social media component
                                                                                                                                                                                        • Shaw relaunches ShawMark Anything Goes! with new displays with QR tags
                                                                                                                                                                                          • Shaw website features interactive design tools, guides, and new collections
                                                                                                                                                                                            • Shaw Facebook page invites users to upload home-related content
                                                                                                                                                                                              • Anderson refreshes brands and develops new program for retailers in 2012
                                                                                                                                                                                                • National and local retailers play vital role in marketing and promotion
                                                                                                                                                                                                  • Flooring stores use co-ops and creative marketing strategies
                                                                                                                                                                                                    • Lumber Liquidators promotes exclusive collections and heavy discounts
                                                                                                                                                                                                      • Figure 31: Bellawood with bob vila, 2011
                                                                                                                                                                                                      • Figure 32: Lumber Liquidators, 2012
                                                                                                                                                                                                    • Home centers promote flooring online, through mobile ads, and through wider sales
                                                                                                                                                                                                      • Figure 33: Menards, 2012
                                                                                                                                                                                                  • Flooring Ownership, Recent Purchase, Intent to Buy

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Carpeting, hardwood, and tile are most widely owned flooring
                                                                                                                                                                                                        • Figure 34: Types of flooring currently have, by age, December 2011
                                                                                                                                                                                                      • Upper-income households invest in a greater range of flooring options
                                                                                                                                                                                                        • Figure 35: Types of flooring currently have, by household income, December 2011
                                                                                                                                                                                                      • Region shapes types of flooring owned
                                                                                                                                                                                                        • Figure 36: Types of flooring currently have, by region, December 2011
                                                                                                                                                                                                      • Carpet tiles, bamboo, and rugs highly purchased in the past year
                                                                                                                                                                                                        • Figure 37: Bought flooring in past year, December 2011
                                                                                                                                                                                                      • Consumers show greater intent to purchase hard surface products
                                                                                                                                                                                                        • Figure 38: Types of flooring plan to buy in the next year, by age, December 2011
                                                                                                                                                                                                    • Amount Spent on Flooring

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Average spent on flooring rises with household income
                                                                                                                                                                                                          • Figure 39: Total amount spent on flooring in the last 12 months, by household income, July 2010-September 2011
                                                                                                                                                                                                        • The amount spent varies greatly with flooring surface
                                                                                                                                                                                                          • Figure 40: Total amount spent on flooring in the last 12 months, by select flooring types, July 2010-September 2011
                                                                                                                                                                                                      • Flooring Owned and Look/Feel of Home

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Key associations seen among stone/marble and engineered wood owners
                                                                                                                                                                                                            • Figure 41: Words describing the look/feel of the home, by types of flooring currently have, part i, December 2011
                                                                                                                                                                                                          • Rug, “other tile,” and carpet tile owners have specific associations
                                                                                                                                                                                                            • Figure 42: Words describing the look/feel of the home, by types of flooring currently have, part II, December 2011
                                                                                                                                                                                                        • Reasons for Purchasing

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Replacement is top reason, followed by home renovation
                                                                                                                                                                                                              • Figure 43: Reasons for a new flooring purchase, by age, December 2011
                                                                                                                                                                                                            • Replacing flooring when renovating home higher among more affluent
                                                                                                                                                                                                              • Figure 44: Reasons for a new flooring purchase, by household income, December 2011
                                                                                                                                                                                                          • Information Sources

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Websites comprise top source of information
                                                                                                                                                                                                                • Figure 45: Flooring information sources, by age, December 2011
                                                                                                                                                                                                              • Lower-income households consult fewer information sources
                                                                                                                                                                                                                • Figure 46: Flooring information sources, by household income, December 2011
                                                                                                                                                                                                            • Purchase Locations

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Those aged 55+ favor specialty, 18-34s turn to mass and club stores
                                                                                                                                                                                                                  • Figure 47: Locations purchased flooring from in past year, by age, December 2011
                                                                                                                                                                                                                • Income shapes retail channel preferences
                                                                                                                                                                                                                  • Figure 48: Locations purchased flooring from in past year, by household income, December 2011
                                                                                                                                                                                                              • Installation

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • The majority seek some kind of help installing new flooring
                                                                                                                                                                                                                    • Figure 49: Who installed flooring, by age, December 2011
                                                                                                                                                                                                                  • As income increases, so does likelihood of hiring pro help
                                                                                                                                                                                                                    • Figure 50: Who installed flooring, by household income, December 2011
                                                                                                                                                                                                                  • In the Midwest, more DIY installation
                                                                                                                                                                                                                    • Figure 51: Who installed flooring, by region, December 2011
                                                                                                                                                                                                                  • Retailers optimally positioned to promote installation services
                                                                                                                                                                                                                    • Figure 52: Flooring information sources, by who installed flooring, December 2011
                                                                                                                                                                                                                  • Those who use installation services rank more qualities as “very important”
                                                                                                                                                                                                                    • Figure 53: Importance rating of flooring qualities, by who installed flooring, December 2011
                                                                                                                                                                                                                  • Those who hire help are more likely to turn to independent flooring retailers
                                                                                                                                                                                                                    • Figure 54: Locations purchased flooring from in past year, by who installed flooring, December 2011
                                                                                                                                                                                                                • Importance of Flooring Qualities

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Durability, ease of care, and price are top factors in flooring selection
                                                                                                                                                                                                                      • Figure 55: Importance rating of flooring qualities, December 2011
                                                                                                                                                                                                                    • Older buyers heavily weigh durability and ease of care
                                                                                                                                                                                                                      • Figure 56: Importance rating of flooring qualities, by age, December 2011
                                                                                                                                                                                                                    • The least affluent weigh price heavily, but not alone
                                                                                                                                                                                                                      • Figure 57: Importance rating of flooring qualities, by household income, December 2011
                                                                                                                                                                                                                  • Flooring Attitudes

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Attitudes related to choice, “green,” and antimicrobial flooring
                                                                                                                                                                                                                        • Figure 58: Attitudes toward flooring, by age, December 2011
                                                                                                                                                                                                                    • Race and Hispanic Origin

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Race/Hispanic origin shapes flooring owned and sought after
                                                                                                                                                                                                                          • Figure 59: Types of flooring currently have, by race/Hispanic origin, December 2011
                                                                                                                                                                                                                          • Figure 60: Types of flooring plan to buy in the next year, by race/Hispanic origin, December 2011
                                                                                                                                                                                                                        • Allergen-free, eco-friendly products appeal to ethnically diverse buyers
                                                                                                                                                                                                                          • Figure 61: Importance rating of flooring qualities, by race/Hispanic origin, December 2011
                                                                                                                                                                                                                      • Custom Consumer Groups

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Hardwood ownership high for parents of kids 6-17
                                                                                                                                                                                                                            • Figure 62: Types of flooring currently have, by parents with children and age, December 2011
                                                                                                                                                                                                                          • Parents of younger kids buy when adding room and selling home
                                                                                                                                                                                                                            • Figure 63: Reasons for a new flooring purchase, by parents with children and age, December 2011
                                                                                                                                                                                                                          • Target young parents with flooring that keeps home allergen-free
                                                                                                                                                                                                                              • Figure 64: Importance rating of flooring qualities, by parents with children and age, December 2011
                                                                                                                                                                                                                          • Correspondence Analysis

                                                                                                                                                                                                                            • Overview
                                                                                                                                                                                                                              • Brand key to solid hardwoods, while ease of care correlates with stone/marble tiles
                                                                                                                                                                                                                                • Figure 65: Correspondence map—importance rating of flooring qualities and flooring purchased in past 12 months or plan to purchase in next 12 months, December 2011
                                                                                                                                                                                                                            • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                • Figure 66: Types of flooring currently have, by presence of children in household, December 2011
                                                                                                                                                                                                                                • Figure 67: Types of flooring currently have, by region, December 2011
                                                                                                                                                                                                                                • Figure 68: Types of flooring plan to buy in the next year, by region, December 2011
                                                                                                                                                                                                                                • Figure 69: Reasons for a new flooring purchase, by region, December 2011
                                                                                                                                                                                                                                • Figure 70: Reasons for a new flooring purchase, by presence of children in household, December 2011
                                                                                                                                                                                                                                • Figure 71: Flooring information sources, by presence of children in household, December 2011
                                                                                                                                                                                                                                • Figure 72: Locations purchased flooring from in past year, by region, December 2011
                                                                                                                                                                                                                                • Figure 73: Locations plan to purchase flooring from in next year, by age, December 2011
                                                                                                                                                                                                                                • Figure 74: Locations plan to purchase flooring from in next year, by household income, December 2011
                                                                                                                                                                                                                                • Figure 75: Locations plan to purchase flooring from in next year, by region, December 2011
                                                                                                                                                                                                                                • Figure 76: Importance rating of flooring qualities, by presence of children in household, December 2011
                                                                                                                                                                                                                                • Figure 77: Importance rating of flooring qualities, by region, December 2011
                                                                                                                                                                                                                                • Figure 78: Attitudes toward flooring, by household income, December 2011
                                                                                                                                                                                                                                • Figure 79: Who installed flooring, by presence of children in household, December 2011
                                                                                                                                                                                                                                • Figure 80: Reasons for a new flooring purchase, by who installed flooring, December 2011
                                                                                                                                                                                                                                • Figure 81: Flooring information sources, by parents with children and age, December 2011
                                                                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                              • Beaulieu International Group
                                                                                                                                                                                                                              • Bureau of Economic Analysis
                                                                                                                                                                                                                              • Forest Stewardship Council
                                                                                                                                                                                                                              • Home Depot (USA)
                                                                                                                                                                                                                              • Invista
                                                                                                                                                                                                                              • Martha Stewart Living Omnimedia 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. Department of Housing and Urban Development (HUD)

                                                                                                                                                                                                                              Residential Flooring - US - March 2012

                                                                                                                                                                                                                              £3,277.28 (Excl.Tax)