Table of Contents
Issues in the Market
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- Definitions
Insights and Opportunities
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- Distribution
- Covering new ground
- Celebrities take to the floor
- Fully fitted service
- Going after the rented
Market in Brief
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- Performance proves disappointing
- Carpets regaining ground
- Laying a premium on the price tag
- DIY sheds floor the competition
- Adspend records strong increase
- Hygiene and style top priority
- Future
Fast Forward Trends
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- Trend 1 “A Mismatched Opportunity”
- General Observations
- Marketing Touchpoints/Implications
- Trend 2: Re-Teching the Past
- General observations
- Marketing Touchpoints/Implications
- Trend 3: Infantilisation
- General observations
- Marketing Touchpoints/Implications
Internal Market Environment
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- Media maintaining the market
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- Figure 1: Agreement with selected lifestyle statements, 2002-06
- Health concerns
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- Figure 2: Adults who have suffered from asthma and hayfever in the last 12 months, 2002-06
- Laminate is louder
- Homing in on holidays
External Market Environment
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- Moving house pushing sales
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- Figure 3: Households represented as a percentage of total dwelling stock, 2002-06
- Figure 4: Mortgage Equity Withdrawal, by quarter, 2001-06
- Smooth moves for first-time buyers
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- Figure 5: Number of loans granted to first time buyers for house purchase, 1997-2005
- Changes in labour market
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- Figure 6: Trends in workforce, by gender, 2001-11
- PDI encouraging expenditure
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- Figure 7: UK personal disposable incomes, 2001-11
- Population may impact on the market
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- Figure 8: UK population by age (000s), 2001-11
Strengths and Weaknesses in the Market
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- Carpet
- Smooth floorcoverings
Who’s Innovating?
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- Branding
- Design
- Practicality
- Health and safety
- Easy fitting
Market Size and Forecast
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- Carpets get a beating
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- Figure 9: Total retail value sales of carpets and smooth floorcoverings, at current and constant prices, 2001-11
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- Figure 10: Value forecasts for carpets and smooth floorcoverings, at current and constant prices, 2006-11
- Flat out on the floor
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- Figure 11: UK retail volume sales of carpets and smooth floorcoverings, 2001-11
- Market forecast
- Factors incorporated in the forecast
Segment Performance
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- Carpets hanging in by a thread
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- Figure 12: UK retail value and volume sales of floorcoverings, by type, 2001-06
- Piling on the pounds
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- Figure 13: Average price per m2, by sector, 2001-06
- Carpets
- Tufted carpets weave their magic
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- Figure 14: Carpet sales, by type, 2003-06
- Smooth floorcoverings
- No slip-ups for vinyl
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- Figure 15: Smooth floorcoverings sales, by type, 2003-06
Market Share
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- Carpets
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- Figure 16: Manufacturers' volume shares of carpets, 2003 and 2005
- Fortunes as fickle as fashion
- Smooth floorcoverings
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- Figure 17: Manufacturers' value shares of smooth floorcoverings, 2003 and 2005
Companies and Products
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- Carpets
- Brintons
- Innovation and strategy
- Ulster Carpets
- Innovation and strategy
- Victoria Carpets
- Innovation and strategy
- Smooths – Wood and laminates
- Kronospan
- Innovation and strategy
- Unilin Group
- Innovation and strategy
- Balterio
- Innovation and strategy
- Others
- Vinyl/Linoleum
- Armstrong
- Innovation and strategy
- IVC
- Innovation and strategy
- Forbo Nairn
- Innovation and strategy
- Tarkett-Marley Floors
- Innovation and strategy
- Flooring retailers
Channels to Market
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- Slowdown good news for traditional retailers
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- Figure 18: UK retail sales of carpets and smooth floorcoverings, by type of outlet, 2001-06
- DIY sheds
- B&Q
- Wickes
- Floorcovering chains
- Carpetright
- Floors-2-Go
- Topps Tiles
- Allied Carpets
- United Carpets Group
- Storey Carpets
Brand Communication and Promotion
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- Adspend matches market movement
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- Figure 19: Main monitored media advertising on carpet and other floorcoverings, by market segment, 2001-05
- Carpets claw back
- Retailers dominate
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- Figure 20: Main monitored media advertising on carpet and other floorcoverings, by top ten spending advertisers, 2001-05
- Putting a premium on price
- Going beyond the bargains
- Divide and conquer
Consumer – Ownership Trends
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- Product ownership
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- Figure 21: Household ownership of carpets, wooden floors and other floorcoverings/tiles, 2002-06
- Fitting in fashion
- Maintaining appearances
- Putting a stamp on new homes
- Combination covers the nation
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- Figure 22: Topline popularity of flooring, by type, July 2006
- Safe and warm
- Firming up the ABs
- Buying into the Ikea design
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- Figure 23: First-time buyer or bought as replacement, 2001-05
Consumer – Purchase Behaviour and Attitudes
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- Figure 24: Topline attitudes towards flooring, July 2006
- Carpets not so clean: women not so keen
- Adding value with jaw-dropping floors
- Pulling the rug out
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- Figure 25: Topline flooring issues, July 2006
- Preference for the practical
- Keeping warm and healthy
- Cosy colours opinion
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Consumer – Repertoire and Profiling
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- Repertoire analysis
- Complex criteria
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- Figure 26: Repertoire, by flooring issues, July 2006
- Consumer profiling
- Definitely Wood (53%)
- Who are they?
- Woodn’t Be So Sure (54%)
- Who are they?
Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
- Brand promotion and communication
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- Figure 27: Main monitored media advertising on carpet and other floorcoverings, 2001-06
- Consumer Ownership Trends – Detailed Demographics
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- Figure 28: Household ownership of carpets, wooden floors and other floorcoverings/tiles, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region, lifestage, Mintel’s Special Groups, house/flat, tenure and length of time in present home, 2005
- Consumer Purchase Behaviour and Attitudes – Detailed Demographics
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- Figure 29: Popularity of flooring by type, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, daily newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2006
- Figure 30: Most popular attitudes towards flooring, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, daily newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2006
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- Figure 31: Attitudes towards flooring, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, daily newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2006
- Figure 32: Attitudes towards flooring, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, daily newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2006
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- Figure 33: Most important flooring issues, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, daily newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2006
- Figure 34: Important flooring issues, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, daily newspaper readership, commercial TV viewing, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, July 2006
- Consumer Repertoire and Profiling – Detailed Demographics
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- Figure 35: Repertoire, by flooring issues, July 2006
- Figure 36: Target groups, by gender, age, socio-economic group, marital status, ligestage, working status, tenure and commercial TV viewing, July 2006
- Figure 37: Target groups, by attitudes towards flooring, July 2006
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