Table of Contents
Introduction
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- Definitions
- Abbreviations
Future Opportunities
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- Trend: Green technology
- Trend: Why Buy?
Executive Summary
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- The market
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- Figure 1: Consumer spend on carpets and floorcoverings, 2006-16 (fore)
- Figure 2: Market for floorcoverings, by segment, 2011
- Market factors
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- Figure 3: Attitudes towards the home, 2007-11
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- Figure 4: Number of households in the UK, by size, 2006, 2011 and 2016 (fore)
- Companies, brands and distribution
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- Figure 5: Distribution of carpets and floorcoverings, by outlet type, 2011
- The consumer
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- Figure 6: Purchasing of floorcoverings in the last year, November 2011
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- Figure 7: Reasons for purchase of new floorcoverings, November 2011
- Important factors when choosing floorcoverings
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- Figure 8: Important factors when choosing floorcoverings, November 2011
- How consumers select a retailer
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- Figure 9: Important factors when choosing where to buy, November 2011
- Target groups
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- Figure 10: Customer typologies for carpets and floorcoverings, November 2011
- What we think
Issues in the Market
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- What part does the internet play in shopping for carpets?
- Manufacturers are making more efforts to improve their environmental credentials, so does this give them any competitive advantage?
- Are people refurbishing their homes if they can’t move house? And how does this affect demand for floorcoverings?
- How does the proportion of people in rented property influence demand?
- Is the fashion for wood floors still relevant today?
Internal Market Environment
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- Key points
- Interest in home improvements falls
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- Figure 11: Attitudes towards the home, 2007-11
- 25-34s are a key target
- Private renters less interested in the home
- Allergic to the modern world
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- Figure 12: Allergies prone to, 2007-11
- Price inflation for carpets and floorcoverings
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- Figure 13: Annual change in consumer prices for ‘carpets and other floorcoverings’, Jan 2009-Dec 2011
- Imports and exports
- Apartment dwellers and noise
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- Figure 14: Type of housing in the UK, 2011
- Fashion trends
Broader Market Environment
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- Key points
- Slowdown in housing transactions
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- Figure 15: Residential property transactions, by quarter, 2006-11
- Figure 16: Purchasing of floorcoverings, by length of time in current home, 2011
- Extending the home
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- Figure 17: Ownership of home extensions, 2007 and 2011
- More homes help to boost demand
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- Figure 18: UK households, by size, 2006-16
- Trend towards smaller homes
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- Figure 19: Number of bedrooms in home, 2007-11
- Consumer caution leads to higher levels of savings
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- Figure 20: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
- Entertaining at home
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- Figure 21: Agreement with the statement ‘ I enjoy entertaining people at home’, 2007-11
- Rise in core home-makers
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- Figure 22: Trends in the age structure of the UK population, 2006-16
- Catering for retirees
- Upwardly mobile population will help drive high end lines
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- Figure 23: Forecast adult population trends, by socio-economic group, 2006-16
- Environmental interest slides in economic downturn
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- Figure 24: Trends in agreement with attitudinal statements, the home, 2007-11
- Recycling
- Green Deal
Competitive Context
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- Key points
- Spend on floorcoverings in context
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- Figure 25: UK Consumer spending on selected home products, 2007-11
- Comparison of retail sales figures
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- Figure 26: Comparison of retail sales, at current prices (non-seasonally adjusted), 2007-11
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Vinyl manufacturers creating natural looking products
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- Figure 27: Pergo, natural appearance for vinyl floor, wood and leather examples, 2012
- Using natural materials and fibres
- Customised floors
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- Figure 28: Example of design for Forbo Floorlink Vinyl, 2011
- Figure 29: Makemycarpet, sample rug design, 2012
- Linking up with famous designers
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- Figure 30: Ice collection rugs designed by Danish artist, example, 2012
- Forbo gives 20-year guarantee
- Forbo pushes sustainability boundaries
Market Size and Segmentation
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- Key points
- Consumer spending on carpets and floorcoverings
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- Figure 31: UK consumer spending on carpets and floorcoverings, 2006-16
- Segment performance
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- Figure 32: UK retail value of carpets and flooring by segment, 2007-11
- Forecast
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- Figure 33: Consumer spend on carpets and floorcoverings, 2006-16 (forecast)
Companies and Products
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- Major players
- Axminster Carpets Limited
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- Figure 34: Financial performance of Axminster Carpets Ltd, 2008 and 2009
- Brintons Carpets Ltd
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- Figure 35: Financial performance of Brintons Ltd, year to July 2008 and 2009
- Victoria Carpets
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- Figure 36: Financial performance of Victoria Plc Limited, 2010 and 2011
- Cormar carpets
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- Figure 37: Financial performance of Cormar Carpets (Greenwood & Coope) Limited, 2009 and 2010
- Ulster Carpets
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- Figure 38: Financial performance of Ulster Carpets Mills (Holdings) Limited, 2010 and 2011
- Kronospan Limited
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- Figure 39: Financial performance of Kronospan Holdings Limited, 2009 and 2010
- Unilin
- Forbo Flooring UK Limited
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- Figure 40: Financial performance of Forbo Flooring UK Limited, 2009 and 2010
- Other companies
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- Figure 41: Selected other companies in the floorcoverings market, January 2012
Channels to Market
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- Key points
- Distribution of carpets and floorcoverings
- Independents dominate distribution
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- Figure 42: UK retail sales of carpets and smooth floorcoverings, by outlet type, 2009 and 2011
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- Figure 43: Carpet Foundation Logo, 2012
- Buying groups
- Headlam
- Carpet multiples
- Carpetright
- Allied Carpets
- United Carpets
- Franks
- Smooth flooring specialists
- DIY retailers
- Department stores
- Tesco
- Furniture retailers
Brand Communication and Promotion
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- Key points
- Advertising spend falls
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- Figure 44: Main media advertising expenditure – carpets & soft floorcoverings, and hard flooring, 2007-11*
- Carpetright dominates advertising spend
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- Figure 45: Main media advertising expenditure on carpets and hard flooring, by advertiser, 2007-11
- Figure 46: Main media advertising expenditure on carpets and soft floorcoverings, and hard flooring, by advertiser, 2011
- Press is the dominant media choice
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- Figure 47: Main media advertising expenditure on carpets & soft floorcoverings, and hard flooring, by media type, 2008-11
- Autumn is the most active time
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- Figure 48: Average monthly spending on main media advertising on carpets & soft floorcoverings, and hard flooring, 2007-11
- Industry campaigns
- Advertising campaigns
Ownership and Purchasing Patterns
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- Key points
- Carpets purchases dominate activity
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- Figure 49: Ownership and purchasing of carpets, wooden floors and other floorcoverings/tiles, 2007-11
- Purchasers by type of flooring
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- Figure 50: Purchasers of floorcoverings, by type bought, 2011
- The influence of house moves
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- Figure 51: Purchases of floorcoverings by length of time in current home, 2011
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- Figure 52: Purchasers of floorcoverings, by type, by household tenure, 2011
- Wealthier families are most likely to buy
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- Figure 53: Purchasers of carpets, by Mintel’s special groups, 2011
The Consumer – Types of Floorcoverings and Stimulus to Buy
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- Key points
- Flooring owned
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- Figure 54: Types of floorcoverings owned, November 2011
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- Figure 55: Repertoire of carpets and flooring, ownership, November 2011
- Carpets bought in the last year
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- Figure 56: Purchasing of floorcoverings in the last 12 months, November 2011
- Number of items purchased
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- Figure 57: Repertoire of carpets and flooring purchased in the last 12 months, November 2011
- Planning to buy in the next 12 months
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- Figure 58: Plans to buy floorcoverings, next 12 months, November 2011
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- Figure 59: Plans to buy floorcoverings, next 12 months, by age band, November 2011
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- Figure 60: Repertoire of carpets and flooring, purchasing intentions, November 2011
- Reasons for purchase
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- Figure 61: Reasons for purchase or planned purchase of new flooring, November 2011
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- Figure 62: Reasons for purchase of new floorcoverings, November 2011
- 45-54s most likely to be replacing
- Repairing the damage
- Creating a new look
- The influence of house moves and extensions
The Consumer – Factors Influencing Purchase
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- Key points
- Factors influencing purchases
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- Figure 63: Factors influencing purchases or carpets or flooring, November 2011
The Consumer – Choosing a Retailer
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- Key points
- Factors influencing choice of retailer
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- Figure 64: Shopping for carpets and flooring, November 2011
- Characteristics of shoppers age 45+
- Younger groups want home samples and quality fitting
Target Groups
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- Key points
- Four target groups for floorcoverings
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- Figure 65: Customer typologies for carpets and floorcoverings, November 2011
- Durables (22%)
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- Figure 66: Factors influencing choice of floorcoverings, Durables customer typology, November 2011
- Econatural (28%)
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- Figure 67: Factors influencing choice of floorcoverings, Econatural customer typology, November 2011
- Low maintenance (32%)
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- Figure 68: Factors influencing choice of floorcoverings, Low maintenance customer typology, November 2011
- Inexperienced (18%)
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- Figure 69: Factors influencing choice of floorcoverings, Inexperienced customer typology, November 2011
Appendix – Internal Market Environment
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- Figure 70: Attitudes towards the home, by demographics, 2011
- Figure 71: Allergies prone to, by demographics, 2011
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Appendix – Broader Market Environment
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- Figure 72: Agreement with attitudinal statements, the home, by demographics, 2011
- Figure 73: Number of bedrooms in home, by demographics, 2011
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- Figure 74: Ownership of home extensions, by demographics, 2011
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Appendix – Ownership and Purchasing Patterns
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- Figure 75: Ownership and purchasing of carpets, by demographics, 2011
- Figure 76: Ownership and purchasing of wooden floors, by demographics, 2011
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- Figure 77: Ownership and purchasing of other floorcoverings/tiles, by demographics, 2011
- Figure 78: Average spend on carpets, by demographics, 2011
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- Figure 79: Average spend on wooden floors, by demographics, 2011
- Figure 80: Average spend on floor tiles, by demographics, 2011
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- Figure 81: Average spend on other floorcoverings/tiles, by demographics, 2011
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Appendix – The Consumer – Factors Influencing Purchases
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- Figure 82: Household own carpets and flooring, ownership, purchasing and purchasing intentions, by demographics, November 2011
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- Figure 83: Household bought flooring in the last 12 months, by demographics, November 2011
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- Figure 84: Household planning to buy flooring in the next 12 months, by demographics, November 2011
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- Figure 85: Repertoire of household carpets and flooring, ownership, purchasing and purchasing intentions, by demographics, November 2011
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- Figure 86: Repertoire of household bought flooring in the last 12 months, by demographics, November 2011
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- Figure 87: Repertoire of household planning to buy flooring in the next 12 months, by demographics, November 2011
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- Figure 88: Factors considered at all important when buying floorcoverings, by demographics, November 2011
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- Figure 89: Factors considered at all important when buying floorcoverings, by demographics, November 2011
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- Figure 90: Factors considered at all important when buying floorcoverings, by demographics, November 2011
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Appendix – The Consumer – Choosing a Retailer
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- Figure 91: Most popular shopping attitudes for carpets and flooring, by demographics, November 2011
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- Figure 92: Next most popular shopping for carpets and flooring, by demographics, November 2011
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- Figure 93: Other shopping for carpets and flooring, by demographics, November 2011
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Appendix – Target Groups
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- Figure 94: Target groups, by demographics, November 2011
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