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Providing the most comprehensive and up-to-date information and analysis of the Residential Flooring: Inc Impact of COVID-19 – US market, and the behaviours, statistics, preferences and habits of the consumer.

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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?

Covered in this report

The $23.4 billion residential flooring market has seen consistent growth in recent years as a result of a strong economy and housing market. However, the COVID-19 outbreak and subsequent recession will redefine consumers spending priorities and their expectations of the retailing experience. Increased financial insecurity will relegate major discretionary purchases to the backburner while shopping methods have gone digital, both of which will hinder category sales in the short and medium term.

Expert analysis from a specialist in the field

Written by Madelyn Franz, 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.

The residential flooring market’s historically strong growth is expected to falter as a result of the COVID-19 outbreak and its subsequent recession. Bottlenecks in the supply chain and weakening demand in the face of financial uncertainty will likely cause sales to plummet over the next two to three years. Consumers will plan to put major purchases, like new flooring, on the back burner until the economy settles. That said, health and hygiene has been, and will continue to be, a priority, providing an opportunity for the market to align its messaging, retail efforts and product offerings with convenient cleanliness in mind Madelyn Franz
Household Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Impact of COVID-19 on residential flooring
              • Figure 1: Short-, medium- and longer-term impact of COVID-19 on residential flooring, May 2020
            • Market overview
              • Figure 2: Total US sales and forecast of residential flooring, at current prices, 2014-24
            • Key trends
              • Extended stay-at-home orders could make new floors “essential”
                • Go-to products are trading spaces
                  • Figure 3: Sales of flooring, by segment, 2010-18
                • DIY shops dominate the flooring market
                  • Figure 4: Flooring retailers, March 2020
                • Quick and easy cleaning is a priority, but not the only priority
                  • Figure 5: Purchase considerations, March 2020
                • Redefining clean to include enhanced hygiene
                  • Figure 6: Phenix Flooring’s healthy home solutions
                • What it means
                • The Impact of COVID-19 Impact on Residential Flooring

                  • What you need to know
                    • Figure 7: Short, medium, and long-term impact of COVID-19 on residential flooring, May 2020
                  • Opportunities and Threats
                    • Speak from the heart, but offer a solution
                      • Manufacturers, expand your horizons
                        • Figure 8: Anderson Tuftex product extensions
                        • Figure 9: Phenix Flooring’s healthy home solutions
                      • Sustainability should be top-of-mind
                        • Figure 10: Shaw Floors promote Cradle to Cradle certifications
                      • Impact of COVID-19 on the residential flooring market
                        • Infection and recession slow otherwise strong sales
                          • Figure 11: Total US sales and forecast of residential flooring, at current prices, 2014-24
                        • COVID-19 disrupts the residential flooring supply chain
                          • The housing bubble is deflating
                            • How the COVID-19 crisis will affect key consumer segments
                              • Low income, high risk
                                • DIY’s time to shine
                                  • Figure 12: Lowe’s DIY How-To Guides
                                • How a COVID-19 recession will reshape the residential flooring industry
                                  • Economic downturn leads to conservative spending
                                    • Figure 13: Consumer confidence and unemployment, by year, January 2010 – May 2020
                                    • Figure 14: Consumer confidence and unemployment, by month, January-May 2020
                                  • Import costs impact profits and pricing
                                    • Figure 15: Percent change in import and export price indexes, April 2020
                                  • COVID-19: US context
                                  • The Market – What You Need to Know

                                    • Sales will stutter post-recession
                                      • Updated vinyl drives growth
                                        • Carpet continues to falter
                                        • Market Size and Forecast

                                          • Sales could get stepped on
                                            • Figure 16: Total US sales and forecast of residential flooring, at current prices, 2014-24
                                        • Market Breakdown

                                          • Vinyl has found its footing
                                            • Figure 17: Price per square foot, by type of flooring, 2008-18
                                          • Soft surface is starting to slip
                                            • Figure 18: Sales of flooring, by segment, 2010-18
                                        • Market Perspective

                                          • Renovations lead to new floors
                                            • Figure 19: Remodeling projects in the past 12 months, October 2018-December 2019
                                          • Design trends are constantly changing
                                            • Figure 20: Types of flooring in the household, 2017-20
                                        • Market Factors

                                          • Tariffs have trampled flooring manufacturers
                                            • There’s less of a rush to buy
                                              • Figure 21: Homeownership rate, by age of householder, 2008-18
                                            • In need of some expert help
                                            • Key Players – What You Need to Know

                                              • Go green
                                                • Take to the web
                                                  • Clean is key
                                                  • What’s Happening?

                                                    • DIY giants drive COVID-19 demand
                                                      • Green is the new black
                                                        • Hot in hardwoods: Hemp
                                                          • Figure 22: Tennessee Wood Flooring announces hemp production
                                                        • Vinyl strives for sustainability
                                                          • Figure 23: RFCI develops Assure Certified standard with SCS Global Services
                                                        • Consumers take a seat at the table
                                                          • Figure 24: Mohawk ReCover
                                                        • Let’s get digital
                                                          • Figure 25: LL Flooring digital design tools
                                                      • What to Watch

                                                        • Rug cleaning made easy
                                                          • Figure 26: Ruggable’s machine-washable rug
                                                        • A healthy home is a happy home
                                                          • Figure 27: Phenix Flooring’s healthy home solutions
                                                        • Floors of the future
                                                          • Figure 28: Pure Genius Smart Floor
                                                          • Figure 29: Elsi Smart Floor
                                                      • The Consumer – What You Need to Know

                                                        • Home improvement stores help DIYers get it done
                                                          • Balance practicality with personality
                                                            • Keep cleaning quick
                                                              • Flooring is an investment in the future
                                                              • Buying Flooring

                                                                • New flooring isn’t always a must-have
                                                                  • Figure 30: Flooring purchase intent, March 2020
                                                                • Hardwood is still a popular choice
                                                                  • Area rugs offer opportunity to personalize space
                                                                    • Figure 31: Flooring purchases and purchase intent, by type, March 2020
                                                                  • Parents are key buyers
                                                                    • Figure 32: Flooring purchase intent – any (net), by parental status, March 2020
                                                                  • Premium tile and carpet reaches a higher-income audience
                                                                    • Figure 33: Select flooring purchase intent, by household income, March 2020
                                                                • Flooring Retailers

                                                                  • Home improvement retailers lead the pack
                                                                    • Figure 34: Flooring retailers, March 2020
                                                                  • Men take pride in DIY, women need a guide
                                                                    • Figure 35: Select flooring retailers, by gender, March 2020
                                                                  • For affluent consumers, time is money
                                                                    • Figure 36: Select flooring retailers, by household income, March 2020
                                                                • Purchase Considerations

                                                                  • Style has to meet substance
                                                                    • Figure 37: Purchase considerations, March 2020
                                                                  • Experience and lifestage drive priorities
                                                                    • Figure 38: Select purchase considerations, by age, March 2020
                                                                  • Parents need floors that they trust to be safe
                                                                    • Figure 39: Select purchase considerations, by parental status, March 2020
                                                                    • Figure 40: Limited Partnership – Shaw Floors and Property Brothers
                                                                • Floor Cleaning and Maintenance

                                                                  • Uprights dominate the cleaning crew . . . for now
                                                                    • Figure 41: Cleaning and maintenance tools used – repertoire analysis, March 2020
                                                                    • Figure 42: Cleaning and maintenance tools used, March 2020
                                                                  • Keep it simple
                                                                    • Figure 43: Cleaning and maintenance tools used – TURF analysis, March 2020
                                                                  • Methodology
                                                                    • Figure 44: STAINMASTER LiveWell carpet
                                                                  • Parents need a cleaning arsenal
                                                                    • Figure 45: Select cleaning and maintenance tools used, by parental status, March 2020
                                                                  • Older consumers take a traditional approach but shouldn’t be overlooked
                                                                    • Figure 46: Select cleaning and maintenance tools used, by age, March 2020
                                                                • Attitudes toward Flooring

                                                                  • Homeowners invest in their investment
                                                                    • Figure 47: Attitudes toward flooring, March 2020
                                                                  • Transitional owners seek ROI
                                                                    • Figure 48: Select attitudes toward flooring, by age, March 2020
                                                                  • Parents want to simplify
                                                                    • Figure 49: Select attitudes toward flooring, by parental status, March 2020
                                                                • Appendix – Data Sources and Abbreviations

                                                                  • Data sources
                                                                    • Consumer survey data
                                                                      • Abbreviations and terms
                                                                        • Abbreviations
                                                                        • Appendix – The Market

                                                                            • Figure 50: Total US sales and forecast of residential flooring, at inflation-adjusted prices, 2014-24
                                                                            • Figure 51: Total manufacturer sales of flooring, by type, 2013-18
                                                                            • Figure 52: Total flooring expenditures, October 2018-December 2019
                                                                            • Figure 53: Types of remodeling activity, October 2018-December 2019
                                                                            • Figure 54: Flooring purchases made by consumers who remodeled, October 2018-December 2019
                                                                            • Figure 55: Rug expenditures, October 2018-December 2019
                                                                            • Figure 56: Types of flooring purchased, 2004-19
                                                                            • Figure 57: Remodeling intent, 2004-19

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