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

Residential Flooring - US - March 2017

"A healthy housing market combined with innovation in the category is supporting continued sales growth in the flooring market. Although wall-to-wall carpeting still maintains dominance in reported coverage, shifting consumer attitudes and competitive prices are driving recent purchase of hard-surface flooring at a faster pace. Flooring that looks good and is easy to clean is important for most consumers; however, secondary attributes linked to health and product safety are ways brands can distinguish their products."

Stephen Brown, Household Analyst

This report looks at the following areas:

  • Flat sales growth in carpeting as hard-surface flooring becomes more competitive
  • Gradual decline in homeownership may translate to less category spending
  • Shrinking square footage may dampen volume sales of flooring

What you get

What's included

Why buy from us?

Succeed

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

Instant Access

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

Opportunities

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

Trusted

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

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • A healthy housing market and innovation in the category drive flooring sales
            • Figure 1: Total US sales and fan chart forecast of residential flooring, at current prices, 2011-21
          • The issues
            • Flat sales growth in carpeting as hard-surface flooring becomes more competitive
              • Figure 2: Sales of residential flooring, by segment, 2011-16
            • Gradual decline in homeownership may translate to less category spending
              • Figure 3: National homeownership rate, 2011-16
            • Shrinking square footage may dampen volume sales of flooring
              • Figure 4: Any purchase or plans to purchase (net) select hard-surface flooring, by age and income, December 2016
            • The opportunities
              • Shifting consumer tastes create opportunity for rug sales
                • Figure 5: Any hard surface flooring (net) and select carpeting recently purchased or planning to buy, December 2016
              • Flooring purchasers want lifestyle solutions
                • Figure 6: Select interest in flooring innovations, December 2016
              • Strong retail presence helps drive information gathering and flooring purchase
                • Figure 7: TV and online information sources for flooring ideas and inspiration, by age, December 2016
              • What it means
              • The Market – What You Need to Know

                • Healthy housing market and innovation in the category drive sales
                  • Carpet dominates market, but hard surface closes in
                    • Pet ownership and attitudes toward cleaning dictate flooring type
                    • Market Size and Forecast

                      • Healthy economy continues sales momentum for residential flooring
                        • Figure 8: Total US sales and fan chart forecast of residential flooring, at current prices, 2011-21
                        • Figure 9: Total US retail sales and forecast of residential flooring, at current prices, 2011-21
                    • Market Breakdown

                      • Carpeting leads sales, while hard surface catches up
                        • Figure 10: Sales of residential flooring, by segment, 2011-16
                        • Figure 11: Total US retail sales of residential flooring, by segment, at current prices, 2014 and 2016
                      • Wall-to-wall carpeting and wood flooring represent big ticket projects
                        • Figure 12: Amount spent on flooring, by segment, July 2015-September 2016
                    • Market Perspective

                      • More pet owners set expectations on durable flooring
                        • Shift to more casual cleaning accompanies move to hard-surface
                          • Home improvement contributes to spending on flooring
                          • Market Factors

                            • Soaring housing prices creates incentive to spend on flooring
                              • Figure 13: House Price Index, by quarter, 2011-16
                            • Positive consumer confidence makes big purchases more attainable
                              • Figure 14: Consumer Sentiment Index, December 2010-16
                            • Continued growth in flooring despite slowdown in housing starts
                              • Figure 15: New privately owned housing units started, 2011-16
                            • Homeownership continues slow decline
                              • Figure 16: National homeownership rate, 2011-16
                          • Key Players – What You Need to Know

                            • Leading brands shift capacity to hard-surface lines
                              • Retail campaigns improve selection and service quality for customers
                                • Shift to hard-surface flooring affects carpet brands
                                  • Sustainability and personalization are key flooring trends
                                  • What’s Working?

                                    • Hard-surface flooring brands expand portfolios
                                      • Armstrong extends its presence in the hard-surface segment
                                        • Mohawk and Armstrong strengthen relationship with retailers
                                          • Home improvement retailers welcome flooring purchasers
                                            • Figure 17: Flooring advertisement by The Home Depot, June 2016
                                          • Brands target floor purchasers through TV and online platforms
                                          • What’s Struggling?

                                            • Carpeting struggles to grow as consumers shift to hard surfaces
                                              • Industry and brands take strategic steps to improve appeal of carpeting
                                                • Decline in living space could limit flooring investment
                                                  • Labor shortage can make installations more costly and create delays
                                                  • What’s Next?

                                                    • Flooring brands strive for sustainability
                                                      • Colorful concepts are slated to grow
                                                        • Terrazzo is next trend in flooring design
                                                        • The Consumer – What You Need to Know

                                                          • Carpet leads in currently installed flooring with tile close behind
                                                            • Recently purchased flooring continues shift from carpet to hard-surface
                                                              • Visual appeal and cost make retailers leading source for information
                                                                • Aesthetics and durability influence most flooring purchases
                                                                  • Easy-to-clean mentality prevails for most consumers
                                                                    • Extending flooring life drives interest in innovations
                                                                    • Installed Flooring by Room

                                                                      • Carpet leads in room coverage with tile a close second
                                                                        • Figure 18: Installed flooring by room, December 2016
                                                                      • Reported flooring differs slightly by consumer age
                                                                        • Figure 19: Installed carpeting, wood, and area rugs by room – Any room (net), by age, December 2016
                                                                      • Upper-income earners and homeowners report more premium flooring
                                                                        • Figure 20: Installed tile and wood flooring by room – Any room (net), by income and by primary residence, December 2016
                                                                      • Higher rate of hard-surface coverage among Hispanics tied to region
                                                                        • Figure 21: Select installed flooring by room – Any room (net), by Hispanic origin and by region, December 2016
                                                                    • Recent Purchases and Intent to Purchase

                                                                      • Continued shift in recent purchase from carpeting to hard surface
                                                                        • Figure 22: any hard surface (net) and wall-to-wall carpeting recently purchased and planning to buy, December 2016
                                                                      • Shift to hard-surface flooring drives recent purchase of rugs
                                                                        • Figure 23: Flooring recently purchased and planning to buy, by segment, December 2016
                                                                      • Lifestage supports purchasing behaviors
                                                                        • Figure 24: recently purchased –any hard surface (net) and any carpeting (net), by age, December 2016
                                                                      • Hispanics lead any recent purchase or plans to buy for trendy flooring
                                                                        • Figure 25: Any recent purchase or plans to purchase (net) select hard-surface flooring, by Hispanic origin, December 2016
                                                                    • Information and Inspiration Sources

                                                                      • Retailers rule as information providers
                                                                        • Figure 26: Information sources for flooring ideas and inspiration, December 2016
                                                                      • Lifestage and convenience determine flooring information sources
                                                                        • Figure 27: Retail stores and associates as information sources for flooring ideas and inspiration, by age, December 2016
                                                                        • Figure 28: Select information sources for flooring ideas and inspiration, by age, December 2016
                                                                      • TV shows and online media reach Hispanic market
                                                                        • Figure 29: TV and online media as information sources for flooring ideas and inspiration, by Hispanic origin, December 2016
                                                                    • Flooring Purchase Influencers

                                                                      • Aesthetics and ease of maintenance lead important flooring attributes
                                                                        • Figure 30: Flooring purchase influencers, December 2016
                                                                      • Low-maintenance becomes more important as consumers age
                                                                        • Figure 31: Easy-to-maintain material as purchase influencer –Any rank, by age, December 2016
                                                                      • Young adults attracted to warranties and eco-friendly options
                                                                        • Figure 32: Purchase influencers related to warranty and environmentally friendly attributes, – Any rank, by age, December 2016
                                                                      • Hispanics place emphasis on quality flooring
                                                                        • Figure 33: Select flooring purchase influencers – Any rank, by Hispanic origin, December 2016
                                                                    • Attitudes toward Floor Maintenance

                                                                      • Consumers agree that low-maintenance flooring is key
                                                                        • Figure 34: Attitudes toward floor maintenance, December 2016
                                                                      • Low-maintenance attitudes vary by age
                                                                        • Figure 35: Select attitudes toward floor maintenance, by age, December 2016
                                                                      • Parents place emphasis on healthy floors
                                                                        • Figure 36: Select attitudes toward floor maintenance, by parental status, December 2016
                                                                      • Hispanics have broader set of priorities toward floor maintenance
                                                                        • Figure 37: Select attitudes toward floor maintenance, by Hispanic origin, December 2016
                                                                    • Interest in Flooring Innovation

                                                                      • Improved durability drives interest in flooring innovations
                                                                        • Figure 38: Interest in flooring innovation, December 2016
                                                                      • Low-maintenance drives purchase interest among older adults
                                                                        • Figure 39: Interest in low-maintenance flooring innovations, by age, December 2016
                                                                      • Lifestyle attributes drive purchase interest among young adults
                                                                        • Figure 40: Interest in select flooring innovations, by age, December 2016
                                                                      • Hispanics, parents are interested in broader range of innovations
                                                                        • Figure 41: Interest in select flooring innovations, by Hispanic origin and by parental status, December 2016
                                                                    • Appendix – Data Sources and Abbreviations

                                                                      • Data sources
                                                                        • Sales data
                                                                          • Fan chart forecast
                                                                            • Consumer survey data
                                                                              • Direct marketing creative
                                                                                • Abbreviations and terms
                                                                                  • Abbreviations
                                                                                    • Terms
                                                                                    • Appendix – Market

                                                                                        • Figure 42: Total US retail sales and forecast of residential flooring, at inflation-adjusted prices, 2011-21
                                                                                        • Figure 43: Total US retail sales and forecast of carpeting/rugs, at inflation-adjusted prices, 2011-21
                                                                                        • Figure 44: Total US retail sales and forecast of hard-surface flooring, at inflation-adjusted prices, 2011-21
                                                                                    • Appendix – Consumer

                                                                                      • Durable innovations garner most attention
                                                                                        • Figure 45: TURF Analysis – Flooring purchase influencers, December 2016
                                                                                      • Methodology for TURF analysis

                                                                                      Companies Covered

                                                                                      To learn more about the companies covered in this report please contact us.

                                                                                      Residential Flooring - US - March 2017

                                                                                      US $3,995.00 (Excl.Tax)