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Description

Description

Covered in this report

For the purposes of this report, Mintel covers the following flooring types:

  • Soft surface flooring including carpeting (wall-to-wall and carpet tiles) and area rugs
  • Hard surface flooring including vinyl tile/sheet, stone and marble, wood and laminate

The report covers products that homeowners buy and/or install for themselves, as well as products installed by professional homebuilders, contractors, and management companies in advance of or following the sale of a residence. Market size is based on consumer expenditures for residential flooring only.

"A healthy economy and strengthening housing and renovation market have helped the $26 billion residential flooring market notch steady gains since 2013. Despite the rise of renters, further improvements in the overall economy, coupled with a willingness to invest in the home, will allow consumers to update and upgrade their current flooring to drive growth. Retailers will play a key role in accelerating growth by improving the shopping experience by merging digital and physical elements."

– Rebecca Cullen, Household Care Analyst

This report examines the following issues:

  • Technology advancements will help carpet compete against hard surface
  • Reaching younger shoppers at key lifestages critical for growing market
  • Replacement underpins purchases, décor and health serve as upgrade opportunity
  • Tools and services that enhance shopping will reach younger demographics
  • Practical attributes outweigh all else

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The market
          • Flooring market climbs thanks to hard surface flooring
            • Figure 1: Total US sales* and fan chart forecast of residential flooring, at current prices, 2013-23
          • The issues and opportunities
            • Technology advancements will help carpet compete against hard surface
              • Figure 2: Market share based on volume of sales in billions of square feet, 2007 and 2017
            • Reaching younger shoppers at key lifestages critical for growing market
              • Figure 3: Flooring purchase intent, by age, parental status, January 2019
            • Replacement underpins purchases, décor and health serve as upgrade opportunity
              • Figure 4: Reason for flooring purchase, January 2019
            • Tools and services that enhance shopping will reach younger demographics
              • Figure 5: Select reasons for retailer selection, select approaches toward shopping, by age, January 2019
            • Practical attributes outweigh all else
              • Figure 6: Attitudes toward flooring – Durability vs style, Price vs quality, January 2019
            • What it means
            • The Market – What You Need to Know

              • Flooring market continues to climb
                • Carpeting losing share to hard surface
                  • Housing market, population shifts impact market
                  • Market Size and Forecast

                    • Steady growth correlates with stable economy, housing market
                      • Figure 7: Total US sales* and fan chart forecast of residential flooring, at current prices, 2013-23
                      • Figure 8: Total US sales* and forecast of residential flooring, at current prices, 2013-23
                  • Market Breakdown

                    • Carpeting dominates market but losing share to hard surfaces
                      • Figure 9: Market share based on volume of sales in billions of square feet, 2007 and 2017
                      • Figure 10: Market share based on volume of sales in billions of square feet, 2007-17
                  • Market Factors

                    • Housing construction, renovation market strong
                      • Figure 11: NAHB Remodeling Market Index (RMI), 2010-18
                    • Homeownership sees slight uptick in 2018
                      • Figure 12: Homeownership rate, 2008-18
                    • Aging population underpins opportunity among Boomers
                      • Figure 13: Population aged 18 or older, by age, 2013-23
                  • Key Players – What You Need to Know

                    • Shifts in shopping
                      • Carpet losing share, rugs represent bright spot
                        • Shaking up the shopping experience
                        • What’s Happening?

                          • One-stop shopping benefits mass, online channels
                            • Figure 14: Mass merchandisers and online-only retailers shopped for flooring, February 2018-January 2019
                          • Carpeting losing share to hard surfaces
                          • What’s Next?

                            • Industry players keep pace with current trends
                              • Rugs enjoy resurgence, represent bright spot in carpeting
                                • Figure 15: Target email flyer, February 2019
                              • Flooring will grow with green market
                                • Blending physical and digital, new experiences in retail
                                  • Figure 16: Mohawk VIS +Amplify, August 23, 2018
                              • The Consumer – What You Need to Know

                                • Growth in hard surface flooring supports demand for rugs
                                  • Home improvement retailers garner most shoppers
                                    • Retail services and tools tempt younger shoppers
                                      • Adults voice range of motivations for hard surface flooring
                                        • Younger shoppers turn to online media for research, inspiration
                                          • Durability wins over style…
                                            • …yet quality outweighs price
                                            • Flooring Purchases and Purchase Intent

                                              • One quarter planning future flooring purchases
                                                • Décor trends benefit rugs
                                                  • Figure 17: Floor purchases and purchase intent, January 2019
                                                • Lifestage drives purchases
                                                  • Figure 18: Floor purchases and purchase intent – Net any flooring, by age, January 2019
                                                  • Figure 19: Floor purchases and purchase intent – Net any flooring, by parental status, January 2019
                                              • Purchase Location

                                                • Home improvement retailers are top competitors in residential flooring
                                                  • Figure 20: Wayfair email campaign, January 2019
                                                  • Figure 21: Retailers shopped for flooring, January 2019
                                                • Younger adults shop across channels
                                                  • Figure 22: Target email campaign, February 2019
                                                  • Figure 23: Select retailers shopped for flooring, by age, January 2019
                                                • Higher-income shoppers buy across retailers
                                                  • Figure 24: Select retailers shopped for flooring, by income, January 2019
                                              • Reasons for Retailer Selection

                                                • Beyond price: selection is key for retailers
                                                  • Figure 25: Reasons for retailer selection, January 2019
                                                • Services and tools serve as differentiators for some
                                                  • Figure 26: Select reasons for retailer selection, by age, January 2019
                                              • Reasons for Purchase

                                                • Wider range of motivations for hard surface flooring purchases
                                                  • Convenience and health drive hard surface purchases
                                                    • Figure 27: Reason for flooring purchase, by flooring type, January 2019
                                                  • Tap into décor, health to reach younger shoppers
                                                    • Figure 28: Select reasons for flooring purchase, by age, January 2019
                                                • Approach to Shopping

                                                  • Strategic shoppers research in-store and online
                                                    • Figure 29: Approach to shopping, January 2019
                                                  • Online, media play key role for younger buyers
                                                    • Figure 30: Select approaches to shopping, by age, parental status, January 2019
                                                • Attitudes toward Flooring – Durability vs Style

                                                  • Style takes backseat to durability
                                                    • Figure 31: Attitudes toward flooring – Durability vs style, January 2019
                                                  • Style more influential for younger adults, parents
                                                    • Figure 32: Attitudes toward flooring – Durability vs style, by age, parental status, January 2019
                                                    • Figure 33: Mohawk flooring targets parents with style and durability, November 2018
                                                • Attitudes toward Flooring – Price vs Quality

                                                  • Quality trumps cost
                                                    • Figure 34: Attitudes toward flooring – Price vs quality, January 2019
                                                  • Price weighs more heavily upon parents and younger adults
                                                    • Figure 35: Attitudes toward flooring – Price vs quality, by age, parental status, January 2019
                                                • Attitudes toward Flooring – Maintenance

                                                  • Hard surfaces winning favor over carpet for practicality
                                                    • Figure 36: Attitudes toward flooring – Maintenance, January 2019
                                                  • Attitudes toward flooring vary with age
                                                    • Figure 37: Attitudes toward flooring – Maintenance, by age, January 2019
                                                • Appendix – Data Sources and Abbreviations

                                                  • Data sources
                                                    • Sales data
                                                      • Fan chart forecast
                                                        • Consumer survey data
                                                          • Abbreviations and terms
                                                            • Abbreviations
                                                            • Appendix – The Market

                                                                • Figure 38: Total US retail sales and forecast of residential flooring, at inflation-adjusted prices, 2013-23
                                                                • Figure 39: Homeownership rate, by age of householder, 2017
                                                                • Figure 40: Volume sales in billions of square feet, 2012, 2016, 2017
                                                            • Appendix – The Consumer

                                                                • Figure 41: TURF analysis – Reasons for retailer selection, February 2019
                                                              • Methodology

                                                              About the report

                                                              This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                              • The Consumer

                                                                What They Want. Why They Want It.

                                                              • The Competitors

                                                                Who’s Winning. How To Stay Ahead.

                                                              • The Market

                                                                Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                              • The Innovations

                                                                New Ideas. New Products. New Potential.

                                                              • The Opportunities

                                                                Where The White Space Is. How To Make It Yours.

                                                              • The Trends

                                                                What’s Shaping Demand – Today And Tomorrow.

                                                              Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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