Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Abbreviations
Insights and Opportunities
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- Building brands
- Seeking inspiration
- A winter warmer
- The dust-buster carpet
Market in Brief
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- Hitting the floor
- Practical and fun
- Looking forward
Fast Forward Trends
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- Trend 1: Sense of the Intense
- Definition
- What next?
- Trend 2: Trust From Testing
- Definition
- What next?
Internal Market Environment
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- Key points
- Still interested?
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- Figure 1: Agreement with selected lifestyle statements, 2004-08
- A hygiene issue
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- Figure 2: Adults who are prone to specific allergies, 2008
- Keeping the noise down
- The latest fashion
- A carpet comeback?
Broader Market Environment
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- Key points
- Housing market slows
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- Figure 3: House prices, transactions and average number of years between moves, 2003-08
- Household budgets get stretched
- Cost of energy
- Cost of fuel
- Cost of food
- Implications for the floorcoverings market
- Demographic trends
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- Figure 4: Trends and projections in UK population, by age group, 2003-13
Competitive Context
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- Key points
- A question of priorities
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- Figure 5: Expenditure priorities, 2006-08
- Homes and gardens
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- Figure 6: Market value of home and garden products, 2003-07
- Furniture
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- Figure 7: Retail sales of furniture, by value, 2003-07
- Accessorising the home
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- Figure 8: Retail sales of household accessories, by value, 2003-07
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- The latest collection
- A practical approach
- Bold and beautiful
- The ultimate luxury
- The natural look
- Going green
- Possible future trends
Market Size and Forecast
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- Key points
- Heading south
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- Figure 9: Total retail value sales of carpets and smooth floorcoverings, at current and constant prices, 2003-13
- Volume sales slide
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- Figure 10: UK retail volume sales of carpets and smooth floorcoverings, 2003-08
- The future
Segment Performance
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- Key points
- Carpets pile up
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- Figure 11: UK retail value and volume sales of floorcoverings, by type, 2003-08
- Trading up
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- Figure 12: Average price per m2, by sector, 2003-08
- Carpets – Tufted on top
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- Figure 13: Carpet sales, by type, 2005-08
- Smooths – Laminate on downward slope
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- Figure 14: Smooth floorcovering sales, by type, 2005-08
Market Share
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- Key points
- Carpets
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- Figure 15: Manufacturers' volume shares of carpets, 2005 and 2007
- Smooth floorcoverings
Companies and Products
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- Carpets
- Brintons
- Victoria Carpets
- Cormar Carpets
- Ulster Carpets
- Other key manufacturers
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- Figure 16: Other carpet manufacturers, 2008
- Smooths
- Woods and laminates
- Kronospan
- Unilin
- Balterio
- Beaulieu International Group
- Other key manufacturers
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- Figure 17: Other wood and laminate floor manufacturers, 2008
- Vinyl/Linoleum
- Armstrong
- Forbo Flooring
- Tarkett
- IVC Group
- Other floorcoverings
- Tiles
- Johnson Tiles
- Pilkington’s Tiles
- BCT Limited
Brand Communication and Promotion
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- Key points
- Falling on hard times
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- Figure 18: Main monitored media advertising spend on carpet and other floorcoverings, 2004-07
- Stores splash out
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- Figure 19: Main monitored media advertising spend on carpet and other floorcoverings, by top ten spending advertisers, 2004-07
- Manufacturers are missing
- Below the line
- Fun on the floor?
Channels to Market
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- Key points
- Independents hold tight
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- Figure 20: UK retail sales of carpets and smooth floorcoverings, by type of outlet, 2005 and 2007
- Floorcovering chains flounder
- DIY downturn?
- Selling a lifestyle
The Consumer – Ownership of Carpets and Other Floorcoverings
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- Key points
- Product ownership
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- Figure 21: Household ownership of carpets, wooden floors and other floorcoverings/tiles, 2004-08
- Carpets clear up
- An age thing
- On the move
- Ownership by room
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- Figure 22: Ownership of carpets and other floorcoverings, by room, September 2008
- Room to be different
- Reaching for a rug
- Split of rooms between carpets and hard flooring
The Consumer – Factors Influencing Choice: Carpets or Hard Flooring
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- Key points
- Warm and snug
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- Figure 23: Factors influencing choice: carpets or hard flooring, September 2008
- A question of image
- Families look at practicalities
Consumer Attitudes and Typologies
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- Key points
- Consumer attitudes
- Carpets come top of the pile
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- Figure 24: Attitudes towards carpets and other floorcoverings, September 2008
- Counting the cost
- Following the fashion
- Identifying targets
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- Figure 25: Consumer typologies, September 2008
- Supercarpetiers (25% of sample)
- Rug-a-lovins (15% of sample)
- If any, carpet (35% of sample)
- Hard floored (25% of sample)
Appendix – Consumer – Ownership of Carpets and Other Floorcoverings
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- Figure 26: Household ownership of carpets, wooden floors and other floorcoverings/tiles, by demographic sub-group, 2008
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- Figure 27: Ownership of carpets and other floorcoverings, by room, by demographic sub-group, September 2008
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- Figure 28: Ownership of carpets and other floorcoverings, by room, by demographic sub-group, September 2008
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- Figure 29: Ownership of carpets and other floorcoverings, by room, by demographic sub-group, September 2008
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- Figure 30: Split of rooms in the home between carpets and hard flooring, by demographic sub-group, September 2008
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Appendix – Consumer – Factors Influencing Choice: Carpets or Hard Flooring
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- Figure 31: Factors influencing choice: carpets or hard flooring, by demographic sub-group, September 2008
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- Figure 32: Factors influencing choice: carpets or hard flooring, by demographic sub-group, September 2008
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- Figure 33: Factors influencing choice: carpets or hard flooring, by demographic sub-group, September 2008
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Appendix – Consumer Attitudes and Typologies
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- Figure 34: Attitudes towards carpets and other floorcoverings, by demographic sub-group, September 2008
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- Figure 35: Attitudes towards carpets and other floorcoverings, by demographic sub-group, September 2008
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- Figure 36: Attitudes towards carpets and other floorcoverings, by demographic sub-group, September 2008
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