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US Residential Flooring market report

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 and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definition

This Report 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 Olivia Guinaugh, a leading analyst in the Home & Personal Care sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The residential flooring market has grown thanks to a strong housing market and product innovations in function and design. Challenges are greatest for carpeting, which faces stiff competition from innovative, easy to maintain hard surfaces. While growth opportunities lie with ongoing outreach to younger consumers, parents, and Hispanics, challenges lie in creating effective omnichannel marketing strategies and orienting overwhelmed shoppers in a crowded, highly competitive market. Olivia Guinaugh
Home & Personal Care Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • Positive housing and economic drivers underpin growth in $25.5 billion market
            • Figure 1: Total US sales* and fan chart forecast of residential flooring, at current prices, 2012-22
          • The issues
            • Carpeting loses share to hard surfaces
              • Figure 2: Market share based on volume of sales in billions of square feet, 2006-16
            • Aging population dampens demand
              • Figure 3: Purchase or planned purchase of hard surface flooring (net), by all and aged 55+, February 2018
            • The opportunities
              • Engage with core consumers
                • Figure 4: Purchase or planned purchase of hard surface flooring (net) and carpeting (net), for those aged 18-34, parents, and Hispanics, February 2018
              • Multiple inroads for promoting new flooring, especially hard surfaces
                • Figure 5: Reasons for purchase of flooring, February 2018
              • Opportunities lie in stylish, low-maintenance products
                • Figure 6: Qualities sought when purchasing flooring, February 2018
              • Reaching core consumers via omnichannel approach
                • Figure 7: Select installation and use of online tools, by 18-34 year olds, parents, and Hispanics, February 2018
              • What it means
              • The Market – What You Need to Know

                • Steady growth forecast in $25.5 billion market
                  • Carpeting is still largest, but hard surfaces are faster growing
                    • Demographic shifts and pet ownership create challenges, opportunity
                    • Market Size and Forecast

                      • Steady growth forecast for $25.5 billion flooring market
                        • Figure 8: Total US sales* and fan chart forecast of residential flooring, at current prices, 2012-22
                        • Figure 9: Total US sales* and forecast residential flooring, at current prices, 2012-22
                    • Market Breakdown

                      • Carpeting still largest segment in terms of volume sold
                        • Figure 10: Market share based on volume of sales in billions of square feet, 2016
                      • Hard surface flooring makes gains and drives growth
                        • Figure 11: Market share based on volume of sales in billions of square feet, 2006-16
                      • Key trends in major segments
                        • In hard surfaces, LVT/LVP propel growth
                          • In soft surfaces, high-end carpets and area rugs outpace segment
                          • Market Perspective

                            • Pet owners drive demand for waterproof and stain resistant flooring
                            • Market Factors

                              • Macroeconomic factors suggest positive outlook
                                • Figure 12: Consumer confidence and unemployment, 2000-February 2018*
                              • Home sales and housing starts growing, together with prices
                                • Figure 13: New residential housing sales, by thousands of units, 2014-18 (projected)
                              • Aging housing stock can drive demand for new flooring
                                • Figure 14: Number of houses built, by year
                              • Homeowners investing in home improvement and repair
                                • Figure 15: Homeowner spending on improvements and repairs, by quarter, 2015-18 (proj)
                              • Homeowners buy flooring, but their share of population declines
                                • Figure 16: National homeownership rate, 2006-16
                              • Aging population challenges growth
                                • Figure 17: US population aged 18 and older, by age 2013-23
                            • Key Players – What You Need to Know

                              • Home improvement stores most shopped, independent retailers offer service
                                • New materials offer top performance and propel growth
                                  • Innovations in other hard surfaces help them hold their ground
                                    • Carpeting struggles, though there are some bright spots
                                      • Growth in eco-friendly, healthy home, and customized flooring
                                      • What’s Working?

                                        • Home improvement stores set the bar as dominant flooring retailers
                                          • Figure 18: LifeProof Carpet at The Home Depot, 2017
                                          • Figure 19: Professional measuring at The Home Depot, 2017
                                        • Waterproof vinyl flooring and rigid core flooring are top performers
                                          • Figure 20: Shaw laminates, “Plans meet reality,” 2017
                                        • Innovations in other hard surfaces help them hold their ground
                                          • Improved durability, cleaning, water-resistance in laminates
                                            • Vinyl Sheets offer tougher, easier to clean surfaces
                                              • Innovations in click technologies ease installation
                                                • Hardwoods offer unique looks and high-end designs
                                                  • Engineered flooring adds waterproofing to the mix
                                                    • Ceramic benefits from printing technology, but labor shortages may dampen sales
                                                    • What’s Struggling?

                                                      • Carpeting struggles, especially in mid-range offerings
                                                        • Bright spots in upper-tier and high performance soft surfaces
                                                            • Figure 21: Mohawk flooring, smartstrand silk reserve ad with max the rhino, 2017
                                                        • What’s Next?

                                                          • New materials set to continue growth and disrupt market
                                                            • Flooring as décor for walls
                                                              • Eco-friendly materials and healthy home trends
                                                                • Customization with improved 3-D digital printing technology
                                                                  • Buying cooperatives help independent flooring stores compete
                                                                  • The Consumer – What You Need to Know

                                                                    • Solid market for residential flooring
                                                                      • Younger consumers, parents, and affluent buyers are key
                                                                        • Home improvement stores are leading retail channel
                                                                          • Replacing old flooring is key driver with diverse secondary motivations
                                                                            • Ease of maintenance is top consideration in flooring selection
                                                                              • Attitudes toward carpeting and hard surfaces suggest opportunities
                                                                                • Use of online resources low, but core buyers adopting newer tools
                                                                                • Flooring Purchases

                                                                                  • Sizeable market for flooring
                                                                                    • Figure 22: Purchase or planned purchase of any flooring, any carpet (net), or hard surface (net), February 2018
                                                                                  • Area rugs are most widely purchased soft surface product
                                                                                    • Figure 23: Purchase or planned purchase of carpeting, by type, February 2018
                                                                                  • Hard surfaces offer many options, though hardwood still on top
                                                                                    • Figure 24: Purchase or planned purchase of hard surface flooring, by type, February 2018
                                                                                  • Purchase of flooring highest among younger adults
                                                                                    • Figure 25: Purchase or planned purchase of any hard surface flooring (net), by age, February 2018
                                                                                    • Figure 26: Purchase or planned purchase of any carpeting (net), by age, February 2018
                                                                                  • Household income drives purchase and shapes choice
                                                                                    • Figure 27: Purchase or planned purchase of any hard surface (net) or carpeting (net), by household income, February 2018
                                                                                  • Parental status a strong driver of flooring purchase
                                                                                    • Figure 28: Purchase or planned purchase of any hard surface (net) or carpeting (net), by parental status, February 2018
                                                                                  • Homeownership shapes range and type of flooring purchased
                                                                                    • Figure 29: Purchase or planned purchase (net) of select types of flooring, by primary residence, February 2018
                                                                                  • Hispanic adults are key category demographic
                                                                                    • Figure 30: Purchase or planned purchase of any carpeting (net) or hard surface (net), by race and Hispanic origin, February 2018
                                                                                • Retailers Shopped

                                                                                  • Home improvement stores are dominant retailer
                                                                                    • Figure 31: Retailers shopped for most recent flooring purchase, February 2018
                                                                                  • Home improvement stores have wide appeal, though older buyers seek specialists
                                                                                    • Figure 32: Select retailers shopped, by age, February 2018
                                                                                  • Homeowners shop range of retailers
                                                                                    • Figure 33: Select retailers shopped, by primary residence, February 2018
                                                                                  • More affluent favor independent and speciality retailers
                                                                                    • Figure 34: Select retailers shopped, by household income, February 2018
                                                                                • Reasons for Purchase

                                                                                  • Replacing old flooring is top reason for purchase
                                                                                    • Figure 35: reason for purchase of flooring, by segment, February 2018
                                                                                  • Those aged 18-34 tout greater range of reasons for purchase
                                                                                    • Figure 36: Select reasons for purchase of hard surface flooring, by age, February 2018
                                                                                    • Figure 37: Select reasons for purchase of carpeting, by age, February 2018
                                                                                  • Different motivations drive purchases of renters and owners
                                                                                    • Figure 38: Select reasons for purchase of hard surface flooring, by primary residence, February 2018
                                                                                    • Figure 39: Select reasons for purchase of carpeting, by primary residence, February 2018
                                                                                  • Potential inroads in promoting flooring to families
                                                                                    • Figure 40: Select reasons for purchase of hard surface flooring, by parental status, February 2018
                                                                                    • Figure 41: Select reasons for purchase of carpeting, by parental status, February 2018
                                                                                • Important Flooring Qualities

                                                                                  • Ease of maintenance is top quality sought in flooring
                                                                                    • Figure 42: Qualities sought when purchasing flooring, February 2018
                                                                                  • Younger consumers value water-resistance, DIY installation
                                                                                    • Figure 43: Select qualities sought when purchasing flooring, by age, February 2018
                                                                                  • Hispanics take functional approach
                                                                                    • Figure 44: Select qualities sought when purchasing flooring, by Hispanic origin, February 2018
                                                                                • Attitudes toward Flooring

                                                                                  • Hard surfaces valued as easy to maintain, carpets as comfortable
                                                                                    • Figure 45: Attitudes towards flooring, February 2018
                                                                                  • Attitudes toward carpeting shift with age
                                                                                    • Figure 46: Select attitudes toward flooring, by age, February 2018
                                                                                  • Affluent shoppers value quality, see hard surfaces as easy to maintain
                                                                                    • Figure 47: Select attitudes toward flooring, by household income, February 2018
                                                                                  • Some regional variations seen in attitudes towards flooring
                                                                                    • Figure 48: Select attitudes towards flooring, by region, February 2018
                                                                                  • Hispanics post less favorable attitudes towards carpeting
                                                                                    • Figure 49: Select attitudes toward flooring, by Hispanic origin, February 2018
                                                                                • Installation and Use of Online Tools

                                                                                  • A minority undertake DIY installation, in-store experience important
                                                                                    • Figure 50: Installation and use of online tools, February 2018
                                                                                  • Adults aged 25-44 are most engaged with online tools
                                                                                    • Figure 51: Select installation and use of online tools, by age, February 2018
                                                                                  • Hispanics also use more online tools when shopping for flooring
                                                                                    • Figure 52: Select installation and use of online tools, by Hispanic origin, February 2018
                                                                                • Appendix – Data Sources and Abbreviations

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

                                                                                                  • Figure 53: Total US sales and forecast of residential flooring, at inflation-adjusted prices, 2012-22