“Increasingly, purchasing new flooring is about more than just replacing old carpeting or worn-out wood. Flooring shoppers take an ever-wider array of lifestyle-oriented factors and benefits into consideration. Flooring manufacturers and retailers may benefit from marketing and merchandising that organizes the options by desired benefits rather than by material.”
– John Owen, Senior Household Analyst
Some questions answered in this report include:
- How can shoppers be encouraged to shop for flooring by benefit instead of type?
- Who are the next generation of flooring shoppers?
- Should manufacturers and retailers be thinking outside the (big) box?
The residential flooring industry, hit hard by the recession, regained some momentum in 2012 and picked up steam in 2013, driven by continued improvement in the housing and home renovation markets and in the economy as a whole. Prospects for further growth look good as consumers continue to renovate their homes and upgrade their flooring. While simply upgrading old or worn flooring continues to drive some flooring purchases, increasingly a variety of lifestyle-oriented motivations are coming into play as well. Shoppers are looking for flooring that not only makes their homes look good but also makes their lives easier, and their homes healthier, more energy efficient, and more eco-friendly.
- Residential flooring is defined as any floor covering used for private residences. This report excludes commercial/public flooring purchases.
- The report covers the following flooring types:
- Wall-to-wall carpeting
- Carpet tiles Ceramic floor and wall tile
- Stone and marble flooring
- Hardwood flooring Vinyl sheet and floor tile
- Laminate flooring
- Rubber flooring
- Linoleum Area rugs
The report covers products that homeowners buy and/or install for themselves, as well as products installed for consumers by professional homebuilders, contractors, and management companies in advance of or following the sale of a residence.
This report builds on the analysis presented in Mintel’s Residential Flooring – US, April 2013, as well as the March 2012, July 2011, and August 2010 reports of the same title.