Table of Contents
Introduction
-
- Definitions
- Abbreviations
Executive Summary
-
- The market
-
- Figure 1: Consumer spending on carpets and floorcoverings, 2005-15
- Weak market conditions prevail
- Carpets two thirds of spending
-
- Figure 2: Consumer spending on flooring products, by category, 2010
- Market factors
- Slowdown in house moves depresses demand
-
- Figure 3: Number of UK residential property transactions, seasonally adjusted, by quarter, 2006-11
- More households but smaller dwellings
- Growth in 25-34 age band positive for sales
- Lower interest in the home
- Companies, brands and innovation
- Manufacturing fragmented
- Innovation influenced by style, technology and environmental issues
- Retail distribution
-
- Figure 4: UK retail sales of carpets and smooth floorcoverings, by outlet type, 2008 and 2010
- Carpetright is the largest specialist
- Small advertising support
- The consumer
- Fewer consumers buying carpets and floorcoverings
-
- Figure 5: Number of households purchasing carpets, wooden floors and other floorcoverings/tiles, 2006-10
- Price-savvy customers shop around
- Ownership of flooring
-
- Figure 6: Types of flooring, by room, selected rooms, April 2011
- Choice dominated by practicalities
- What we think
Issues in the Market
-
- Has the reduced level of housing transactions in the UK had a direct impact on demand for carpets and floorcoverings?
- Raw material prices are rising, along with other operating costs, but are consumers resistant to paying higher prices?
- Is online browsing and buying having an impact on sales of carpets and floorcoverings?
- Are environmental concerns shaping consumer choice of carpets and floorcoverings?
- As more people buy flats and apartments how will this affect demand for carpets and floorcoverings?
Future Opportunities
-
- Trend: Home as a Pension
- Trend: Trial Without Error
Internal Market Environment
-
- Key points
- Evidence of waning interest in the home
-
- Figure 7: Attitudes towards the home, 2006-10
- Dust mites and asthma
-
- Figure 8: Allergies prone to, 2006-10
- Prices of carpets and other floor coverings are on the rise
-
- Figure 9: Annual change in consumer prices for carpets and other floorcoverings, Jan 2008-Dec 10
- Overseas trade
-
- Figure 10: Overseas trade in carpets and other floorcoverings, 2006-10
- Figure 11: Carpet/floor coverings Import sources, 2006-10
- Noise nuisance with hard floors
- Environmental concerns
- Fashion trends
Broader Market Environment
-
- Key points
- Hard times boost savings ratio
-
- Figure 12: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
- Slow housing market
-
- Figure 13: Number of UK residential property transactions, seasonally adjusted, by quarter, 2006-11
- Consumer confidence
-
- Figure 14: Trends in statements relating to the economic downturn, April 2011 and February 2009
- Growing number of UK households
-
- Figure 15: UK households, by size, 2005-15
- Population structure is changing
-
- Figure 16: Trends in the age structure of the UK population, 2005-15
- Upwardly mobile population
-
- Figure 17: Forecast adult population trends, by socio-economic group, 2005-15
Competitive Context
-
- Key points
- The market for carpets and floorcoverings in context
-
- Figure 18: UK retail value sales of competitive markets, 2006-10
- How retail has fared
-
- Figure 19: Comparison of retail sales, at current prices (non-seasonally adjusted), 2006-10
- Figure 20: Comparison of annual quarterly changes in retail sales, by category, at current prices (non-seasonally adjusted), 2007-10
- Consumer spending priorities
-
- Figure 21: Expenditure priorities, 2007-10
Strengths and Weaknesses in the Market
-
- Strengths
- Weaknesses
Who’s Innovating?
-
- Key points
- Digital printing brings realistic look to laminate
- Sustainability moves up the agenda
- Cutting noise problems in homes
- New materials and easier cleaning
- Focusing on key trends and customisation
- Plenty of new releases and new products
Market Size and Segmentation
-
- Key points
- Weak demand leads to challenging market conditions
-
- Figure 22: UK retail value sales of carpets and floorcoverings, 2006-15
- Segment performance
-
- Figure 23: UK retail value of carpets and flooring by segment, 2006-10
- Forecast
-
- Figure 24: Consumer spending on carpets and floorcoverings, 2005-15
Companies and Products
-
- Major players
- Axminster Carpets
-
- Figure 25: Financial performance of Axminster Carpets Ltd, 2008 and 2009
- Brintons
-
- Figure 26: Financial performance of Brintons Ltd, 2008 and 2009
- Cormar Carpets
-
- Figure 27: Financial performance of Greenwood & Coope Ltd, 2008 and 2009
- Forbo Flooring
-
- Figure 28: Financial performance of Forbo Flooring UK Ltd, 2008 and 2009
- Kronospan
-
- Figure 29: Financial performance of Kronospan Holdings Ltd, 2008-09
- Ulster Carpets
-
- Figure 30: Financial performance of Ulster Carpet Mills (Holdings) Ltd, 2009 and 2010
- Unilin
-
- Figure 31: Financial performance of Mohawk Industries Inc, 2008 and 2009
- Figure 32: Financial performance of Unilin, 2008 and 2009
- Victoria Carpets
-
- Figure 33: Financial performance of Victoria Plc, 2009 and 2010
- Figure 34: Six months financial performance of Victoria Plc, 2009 and 2010
- Other carpet manufacturers
-
- Figure 35: Selected other companies in the floorcoverings market, February 2011
Channels to Market
-
- Key points
- Independents dominate
-
- Figure 36: UK retail sales of carpets and smooth floorcoverings, by outlet type, 2008-10
- This is a market for specialists
- Independents losing share
- Carpetright forges ahead with e-commerce
- Repositioning of a smaller Allied Carpets
- Smooth flooring specialists
- DIY sheds stronger in smooth flooring
- Department stores cushioned
- Headlam leading supplier to independents
- Expanding internet presence
Brand Communication and Promotion
-
- Key points
- Overall advertising spend is down
-
- Figure 37: Main media advertising expenditure – carpets & soft floorcoverings, and hard flooring, 2007-10
- Carpetright dominates spend
-
- Figure 38: Main media advertising expenditure on carpets and soft floorcoverings, and hard flooring, by advertiser, 2007-10
- Press advertising takes the lion’s share
-
- Figure 39: Main media advertising expenditure on carpets & soft floorcoverings, and hard flooring, by media type, 2007-10
- Autumn boost for advertisers
-
- Figure 40: Average monthly spending on main media advertising on carpets & soft floorcoverings, and hard flooring, 2007-10
- Fun on the floor
The Consumer – Ownership and Purchasing Patterns
-
- Key points
- Slump in numbers making purchases
-
- Figure 41: Ownership and purchasing of carpets, wooden floors and other floorcoverings/tiles, 2006-10
-
- Figure 42: Number of households purchasing carpets, wooden floors and other floorcoverings/tiles, 2006-10
-
- Figure 43: Purchasing of carpets, by socio-economic group, 2010
- Five-year cool-down in demand for smooth floors
-
- Figure 44: Purchasing of wooden floors, by lifestage, 2010
-
- Figure 45: Purchasing of other floorcoverings/tiles, by age, 2010
- Types of flooring in home
-
- Figure 46: Types of flooring in home, April 2011
- Types of flooring by room
-
- Figure 47: Types of flooring by room, April 2011
- Carpets dominate living space
- A quarter of 25-44s have laminates in the lounge
- Smooths for kitchens and bathrooms
- Wood appeals to younger customers
-
- Figure 48: Ownership of vinyl, wood and rugs, by age, April 2011
The Consumer – Factors Influencing Choice
-
- Key points
- Factors influencing choice of carpets
-
- Figure 49: Any factors important in choice of carpets, April 2011
-
- Figure 50: Factors important in choice of carpets, April 2011
- Getting the right deal
- Easy care
- Guarantee of durability
- Free fitting is a draw
- They want to touch and feel
- See it at home first
- Weave and tuft
- Blank canvas
- What triggers a new purchase?
- Consumers appear unconcerned about environmental factors
- Factors influencing choice of smooth flooring
-
- Figure 51: Factors considered important in choice of hard/smooth flooring, April 2011
-
- Figure 52: Factors considered important in choice of hard/smooth flooring, April 2011
- Smooth floors easy to clean
- Guarantees really matter
- Price and special deals
- Fit it yourself?
- Low interest in environmental factors
Consumer – Attitudes Towards Buying Carpets/Floorcoverings
-
- Key points
- Attitudes towards buying carpets and floorcoverings
-
- Figure 53: Attitudes towards buying carpets/floorcoverings, April 2011
- Carpets and floorcoverings as part of the decor
- Getting the right price
- Buying to last
- Seeking good advice
- Older shoppers prefer independents
- Will they buy online?
- Cluster analysis
-
- Figure 54: Customer typologies for carpets and floorcoverings, April 2011
- Indifferent (37%)
- Who are they?
- What influences them?
-
- Figure 55: Factors influencing choice of carpets, by customer type, indifferent, April 2011
-
- Figure 56: Factors influencing choice of smooth flooring, by customer type, indifferent, April 2011
- Decorators (24%)
- Who are they?
- What influences them?
-
- Figure 57: Factors influencing choice of carpets, by customer type, decorators, April 2011
-
- Figure 58: Factors influencing choice of smooth flooring, by customer type, decorators, April 2011
- Quality seekers (21%)
- Who are they?
- What influences them?
-
- Figure 59: Factors influencing choice of carpets, by customer type, quality seekers, April 2011
-
- Figure 60: Factors influencing choice of smooth flooring, by customer type, quality seekers, April 2011
- Online researchers (19%)
- Who are they?
- What influences them?
-
- Figure 61: Factors influencing choice of carpets, by customer type, online researchers, April 2011
-
- Figure 62: Factors influencing choice of smooth flooring, by customer type, online researchers, April 2011
Appendix – The Consumer – Ownership and Purchasing Patterns
-
-
- Figure 63: Types of flooring, by demographics, April 2011
-
- Figure 64: Types of flooring in ‘Lounge/Sitting room’, by demographics, April 2011
-
- Figure 65: Types of flooring in ‘Dining room’, by demographics, April 2011
-
- Figure 66: Types of flooring in ‘Kitchen’, by demographics, April 2011
-
- Figure 67: Types of flooring in ‘Bedroom 1’, by demographics, April 2011
-
- Figure 68: Types of flooring in ‘Bedroom 2’, by demographics, April 2011
-
- Figure 69: Types of flooring in ‘Bedroom 3’, by demographics, April 2011
-
- Figure 70: Types of flooring in ‘Bedroom 4’, by demographics, April 2011
-
- Figure 71: Types of flooring in ‘Bathroom 1’, by demographics, April 2011
-
- Figure 72: Types of flooring in ‘Hall/Stairs’, by demographics, April 2011
-
- Figure 73: Types of flooring in ‘Study/Home office’, by demographics, April 2011
-
Appendix – The Consumer – Factors Influencing Choice
-
-
- Figure 74: Factors considered important in choice of hard/smooth flooring, by most popular attitudes towards buying carpets/floorcoverings, April 2011
-
- Figure 75: Factors considered important in choice of hard/smooth flooring, by next most popular attitudes towards buying carpets/floorcoverings, April 2011
-
- Figure 76: Factors considered important in choice of hard/smooth flooring, by other attitudes towards buying carpets/floorcoverings, April 2011
-
- Figure 78: Factors considered important in choosing carpets, by least popular factors, by demographics, March 2011
-
- Figure 79: Factors considered important in choosing of hard/smooth flooring, most popular factors, by demographics, March 2011
-
- Figure 80: Factors considered important in choosing of hard/smooth flooring, next five factors, by demographics, March 2011
-
Appendix – Attitudes Towards Buying Carpets/Floorcoverings
-
-
- Figure 81: Most popular attitudes towards buying carpets/floorcoverings, by demographics, March 2011
- Figure 82: Next most popular attitudes towards buying carpets/floorcoverings, by demographics, March 2011
-
- Figure 83: Other attitudes towards buying carpets/floorcoverings, by demographics, March 2011
- Figure 84: Target groups, by demographics, March 2011
- Cluster analysis
-
- Figure 85: Attitudes towards buying carpets/floorcoverings, by target groups, April 2011
- Figure 86: Types of flooring by room, by target groups, April 2011
- Figure 87: Factors important in choice of carpets, by target groups, April 2011
-
- Figure 88: Factors considered important in choice of hard/smooth flooring, by target groups, April 2011
-
Back to top