Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
- The future
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- Figure 1: Value sales of carpets and floorcoverings, 2007-17
- Market factors
- The UK property market
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- Figure 2: Residential property transactions, by quarter, 2007-12
- Figure 3: Purchasing of floorcoverings, by length of time in current home, 2012
- Renovation prospects
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- Figure 4: Ownership of home extensions, 2008-12
- Companies, brands and Innovation
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- Figure 5: UK retail sales of carpets and smooth floorcoverings, by outlet type, 2012
- Online opens up the marketplace to small independents
- The consumer
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- Figure 6: Types of flooring currently in household, November 2012
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- Figure 7: Types of flooring planning to buy, by housing situation, November 2012
- Retail dynamics
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- Figure 8: Retailer purchased from, November 2012
- Figure 9: Retailer purchased from, by gender and age group, November 2012
- Factors influencing purchase
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- Figure 10: Factors important when purchasing new flooring, November 2012
- Attitudes towards buying carpet and floorcoverings
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- Figure 11: Consumer attitudes towards buying carpets and floorcoverings, November 2012
- What we think
Issues in the Market
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- Are consumer finances ready to support floorcovering changes?
- What is the impact of retail diversification?
- Can smaller specialist survive an environment which favours ‘lowest price’ marketing?
- Can the benefits of e-commerce outweigh product-related difficulties in bridging the gap between the real and virtual shopping dynamics?
- Is the smaller retail model the route to survival?
Trend Application
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- Trend: Nouveau Poor
- Trend: Experience is All
- Mintel Futures: Brand Intervention
Internal Market Environment
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- Key points
- Austerity dampens appetite for home improvement
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- Figure 12: Attitudes towards the home, 2008-12
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- Figure 13: Attitudes towards the home, by age group, socio-economic group and lifestage, 2008-12
- Rising allergies and the impact on carpets
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- Figure 14: Allergies prone to, 2008-12
- Figure 15: Allergies prone to, by gender, age group and socio-economic group, 2008-12
- Price inflation
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- Figure 16: Annual change in consumer prices for carpets and other floorcoverings, Jan 2010-Nov 2012
- Imports and exports
- A noisy issue in housing
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- Figure 17: Type of housing in the UK, 2012
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- Figure 18: Type of housing in the UK, by gender, age group and socio-economic group, 2012
- Environmental credentials
- Eco-carpet
- Bamboo to shape eco flooring trends
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- Figure 19: Trends in willingness to pay more for environmentally-friendly products, 2008-12
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- Figure 20: Willingness to pay more for environmentally friendly products, by demographics, 2012
- Fashions in flooring
Broader Market Environment
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- Key points
- Consumer confidence hits highest level in 18 months
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- Figure 21: GfK NOP Consumer confidence index, January 2010-November 2012
- Proportion of over-55s set to increase
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- Figure 22: Trends in the age structure of the UK population, by gender, 2007-17
- Two thirds of over-55s use one device to connect
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- Figure 23: Trends in broadband penetration, 2007-12
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- Figure 24: Repertoire of methods used to access the internet in the last three months, by age, September 2012
- The (mis) fortunes of the UK property market
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- Figure 25: Number of UK Residential property transactions, by quarter, 2007-12
- Figure 26: Purchasing of floorcoverings, by length of time in current home, 2012
- Renovation prospects
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- Figure 27: Ownership of home extensions, 2008-12
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- Figure 28: Ownership of home extensions, by demographics, 2012
- Smaller households to reduce flooring volumes?
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- Figure 29: Number of bedrooms in home, 2008-12
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- Figure 30: Number of bedrooms in home, by gender, age and social grade, 2012
Who’s Innovating
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- Key points
- Acoustic developments
- CAS Carpets
- Installation development
- Stain resistance
- Digital flooring design
- Anti-bacterial
Competitive Context
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- Key points
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- Figure 31: Consumer expenditure on selected household products, 2008-12
Strengths and Weaknesses
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- Strengths
- Weaknesses
Market Size and Segmentation
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- Key points
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- Figure 32: Value sales of carpets and floorcoverings, 2007-17
- Segment performance
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- Figure 33: UK retail value of carpets and flooring by segment, 2007-12
- Synthetic innovation driving carpet sales
- Solid investment
- The future
- Forecast
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- Figure 34: Value sales of carpets and floorcoverings, 2007-17
Channels of Distribution
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- Key points
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- Figure 35: UK retail sales of carpets and smooth floorcoverings, by outlet type, 2011 and 2012
- Independents dominate, but share is slipping
- Chains feel the burden of a higher-cost model
- Diversifying to survive
- A lone survivor?
- Every little helps
- Online opens up the marketplace to small independents
- Buying groups
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- Figure 36: Carpet Foundation Logo, 2012
- Headlam
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- Figure 37: Headlam Group sales and financial performance, 2010 and 2011
- Carpet multiples
- Carpetright plc
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- Figure 38: Carpetright plc, UK sales and financial performance, 2011 and 2012
- Allied Carpets
- United Carpets
- Franks
- Smooth flooring specialists
- DIY retailers
- Department stores
- Tesco
- Furniture retailers
Companies and Products
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- Major players
- Axminster Carpets Limited
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- Figure 39: Financial performance of Axminster Carpets Ltd, 2009 and 2010
- Brintons Carpets Ltd
- Victoria Carpets
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- Figure 40: Financial performance of Victoria Plc Limited, 2011 and 2012
- Cormar Carpets
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- Figure 41: Financial performance of Cormar Carpets (Greenwood & Coope) Limited, 2010 and 2011
- Ulster Carpets
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- Figure 42: Financial performance of Ulster Carpets Mills (Holdings) Limited, 2011 and 2012
- Kronospan Limited
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- Figure 43: Financial performance of Kronospan Holdings Limited, 2010 and 2011
- Unilin
- Forbo Flooring UK Limited
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- Figure 44: Financial performance of Forbo Flooring UK Limited, 2010 and 2011
Brand Communication and Promotion
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- Key points
- Declining adspend reflects market sales
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- Figure 45: Main media advertising expenditure on carpets and hard flooring, by advertiser, 2008-12
- Figure 46: Average monthly spending on main media advertising on carpets & soft floorcoverings, and hard flooring, 2008-12
- Figure 47: Main media advertising expenditure on carpets and soft floorcoverings, and hard flooring, by advertiser, 2012
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- Figure 48: Main media advertising expenditure on carpets & soft floorcoverings, and hard flooring, by media type, 2008-12
The Consumer – Ownership Patterns
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- Key points
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- Figure 49: Types of flooring currently in household, November 2012
- Flooring outlook to remain muted?
- The movers and the shakers
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- Figure 50: Types of flooring currently in household, by region and age group, November 2012
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- Figure 51: Types of flooring currently in household, by housing situation, November 2012
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- Figure 52: Types of flooring currently in household, by socio-economic group, November 2012
- Recent replacers
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- Figure 53: Types of flooring bought in the last 3 years, by housing situation and age and presence of own children, November 2012
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- Figure 54: Types of flooring planning to buy, by presence of children, November 2012
- Forthcoming flooring plans
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- Figure 55: Types of flooring planning to buy, by housing situation, November 2012
- Cross-analysis
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- Figure 56: Types of flooring planning to buy, by types of flooring currently in household, November 2012
The Consumer – Where Consumers Purchase Their Carpets and Floorcoverings
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- Key points
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- Figure 57: Retailer purchased from, November 2012
- Traditional retail model appeals to older consumers
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- Figure 58: Retailer purchased from, by gender and age group, November 2012
- Regional skew sees London shun indies
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- Figure 59: Retailer purchased from, by region, November 2012
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- Figure 60: Retailer purchased from, by socio-economic group, November 2012
- Cross-analysis
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- Figure 61: Types of flooring bought in the last 3 years, by retailer purchased from, November 2012
The Consumer – Factors Influencing Purchase
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- Key points
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- Figure 62: Factors important when purchasing new flooring, November 2012
- Cross-analysis
- Recently purchased
- Planning to buy
- Influence and retailer
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- Figure 63: Retailer purchased from, by next most popular factors important when purchasing new flooring (any important), November 2012
The Consumer – Attitudes towards Buying Carpet and Floorcoverings
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- Key points
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- Figure 64: Consumer attitudes towards buying carpets and floorcoverings, November 2012
- Getting in the game
- Attitudes towards buying with buying influences
- Types of flooring recently purchased with attitudes towards buying home products
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- Figure 65: Types of flooring bought in the last 3 years, by most popular consumer attitudes towards buying home products, November 2012
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- Figure 66: Types of flooring bought in the last 3 years, by next most popular consumer attitudes towards buying home products, November 2012
- Flooring planned to buy in next 12 months against attitudes towards buying carpet
- Retailer used against attitudes towards buying carpet
- All signs point to web search results
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- Figure 67: Retailer purchased from, by most popular consumer attitudes towards buying carpets and floorcoverings, November 2012
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- Figure 68: Retailer purchased from, by most popular consumer attitudes towards buying carpets and floorcoverings, November 2012
The Consumer – CHAID Analysis
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- Key points
- Methodology
- The value of a demographic shift
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- Figure 69: Carpets and Floorcoverings – CHAID – Tree output, March 2013
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- Figure 70: Carpets & Floorcoverings – CHAID – Table output, March 2013
Appendix – Internal Market Environment
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- Figure 71: Attitudes towards the home, by demographics, 2012
- Figure 72: Allergies prone to, by demographics, 2012
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- Figure 73: Type of housing in the UK, by demographics, 2012
- Figure 74: Likelihood to pay more for environmentally friendly products, by demographics, 2012
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Appendix – Broader Market Environment
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- Figure 75: Ownership of home extensions, by demographics, 2012
- Figure 76: Number of bedrooms in home, by demographics, 2012
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Appendix – Ownership Patterns
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- Figure 77: Types of flooring currently in household, by demographics, November 2012
- Figure 78: Most popular types of flooring bought in the last 3 years, by demographics, November 2012
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- Figure 79: Next most popular types of flooring bought in the last 3 years, by demographics, November 2012
- Figure 80: Most popular types of flooring planning to buy, by demographics, November 2012
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- Figure 81: Next most popular types of flooring planning to buy, by demographics, November 2012
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Appendix – Where Consumers Purchase Their Carpets and Floorcoverings
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- Figure 82: Retailer purchased from, by demographics, November 2012
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Appendix – Factors Influencing Purchase
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- Figure 83: Importance of ability to withstand wear and tear in purchasing new flooring, by demographics, November 2012
- Figure 84: Importance of easy to maintain in purchasing new flooring, by demographics, November 2012
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- Figure 85: Importance of comes with a guarantee in purchasing new flooring, by demographics, November 2012
- Figure 86: Importance of feels nice to touch/comfortable underfoot in purchasing new flooring, by demographics, November 2012
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- Figure 87: Importance of style in purchasing new flooring, by demographics, November 2012
- Figure 88: Importance of spill or stain treatment in purchasing new flooring, by demographics, November 2012
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- Figure 89: Importance of non-slip finish in purchasing new flooring, by demographics, November 2012
- Figure 90: Importance of flooring I can fit myself in purchasing new flooring, by demographics, November 2012
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- Figure 91: Importance of environmentally friendly in purchasing new flooring, by demographics, November 2012
- Figure 92: Importance of neutral colour in purchasing new flooring, by demographics, November 2012
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- Figure 93: Importance of classic design in purchasing new flooring, by demographics, November 2012
- Figure 94: Importance of branded floorcovering in purchasing new flooring, by demographics, November 2012
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Appendix – Attitudes towards Buying Carpets and Floorcoverings
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- Figure 95: Most popular types of flooring currently in household, by demographics, November 2012
- Figure 96: Next most popular types of flooring currently in household, by demographics, November 2012
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