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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Residential Flooring market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • 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

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.

Expert analysis from a specialist in the field

Written by Rebecca Cullen, a leading analyst in the Household sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

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. Rebecca Cullen
Household Care Analyst

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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.

                                                              Description