Table of Contents
Executive Summary
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- Growth of 17.5% expected by 2020
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- Figure 1: Consumer spending on carpets and floorcoverings, 2010-20
- Long-term trend towards smooth flooring
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- Figure 2: Consumer spending on carpets and floorcoverings, by segment, 2011-15
- Market factors
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- Figure 3: Housing tenure, UK, 2012-15
- One million more homes in five years
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- Figure 4: UK households, by size, 2009-19
- Consumers are feeling confident
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- Figure 5: How respondents would describe their financial situation, October 2015
- Companies, brands and innovation
- Carpetright is the dominant specialist
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- Figure 6: Distribution of carpets and floorcoverings, 2015 (est)
- The consumer
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- Figure 7: Rooms for which carpets and floorcoverings purchased in the last three years, October 2015
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- Figure 8: Rooms for which carpets and floorcoverings purchased in the last three years, most recent, October 2015
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- Figure 9: Types of flooring purchased in the last three years, October 2015
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- Figure 10: Types of flooring purchased in the last three years, most recent, October 2015
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- Figure 11: Spend on most recent flooring purchase, October 2015
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- Figure 12: Source of the most recent purchase of carpets and floorcoverings, October 2015
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- Figure 13: Why they decided to buy new flooring, October 2015
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- Figure 14: Attitudes about shopping for carpets and flooring, October 2015
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- Figure 15: Target groups for carpets and flooring, October 2015
- Quality Fitting (22%)
- Engagers (28%)
- Self-servers (20%)
- Onliners (30%)
- What we think
Issues and Insights
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- How can retailers move away from the focus on discounting and create more added value?
- The facts
- The implications
- When people buy flooring and carpets how much does service matter?
- The facts
- The implications
- Are people buying as part of a whole room makeover?
- The facts
- The implications
The Market – What You Need to Know
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- 17.5% growth by 2020 forecast for carpets and floorcoverings
- Average transactions will fall
- People refit 2-4 years after moving
- Private renters swell demand for rugs
- 25% have healthy finances
- Extending the home
- Carpetright (13%) is the dominant specialist
- Large number of carpet independents
- Online browsing more important than online shopping
Market Size and Forecast
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- Growth of 17.5% expected by 2020
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- Figure 16: Consumer spending on carpets and floorcoverings, 2010-20
- Figure 17: Consumer spending on carpets and floorcoverings, 2010-20
- Market segmentation
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- Figure 18: Consumer spending on carpets and floorcoverings, by segment, 2011-15
- Elements of carpet spending
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- Figure 19: Consumer spending on carpets, by segment, 2015
- Synthetic carpets now dominate
- High volumes of rugs
Market Drivers
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- Home owners in the majority
- Growth in housing transactions
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- Figure 20: Residential property transactions, UK, 2011-15
- Rapid changes in housing status
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- Figure 21: Housing tenure, UK, 2012- 15
- Rising household numbers
- More single and two-person households
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- Figure 22: UK households, by size, 2009-19
- Improved consumer confidence
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- Figure 23: Trends in current financial situation compared a year ago, measured at October, 2011-15
- 25% have healthy finances
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- Figure 24: How respondents would describe their financial situation, October 2015
- Refurbishing rooms
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- Figure 25: Trends in activities done and consider to do, spend money on my home (new kitchen, redecorate, new furniture etc), July 2012-September 2015
- Cheaper to extend than move
- Disruptive influences including floods
Channels of Distribution
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- Carpetright is the dominant specialist
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- Figure 26: Distribution of carpets and floorcoverings, 2015 (est)
- Complex purchase
- Large informal carpet retail industry
- Large number of carpet independents
- Intensifying competition
- Retailers expanding ‘home’ chains
- Have we fallen out with DIY?
- Online specialists
- Smooth flooring specialists
- Investigation into reference pricing
Key Players – What You Need To Know
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- Major players in manufacturing
- High level of range refreshment
- Environmental awareness
- Technical developments
Suppliers of Carpets and Floorcoverings
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- Figure 27: Leading manufacturers of carpets and floorcoverings, 2015
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Launch Activity and Innovation
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- New colours and ranges
- Designer collaborations
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- Figure 28: Design collaboration, forbo flooring, 2015
- Recycling schemes
- Personalising carpets
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- Figure 29: Personalised rugs,Axminster,2015
- ‘Dry’ fibre for carpets
- Natural shaping for floor boards
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- Figure 30: Naturally shaped floor boards, bolefloor, 2015
- New Unilyn ranges
- Topps Tiles committed to innovation
- Tapi differentiates
Advertising and Marketing Activity
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- £21.7 million spent in 2014
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- Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure on carpets and floorcoverings, 2011-14 and 2015 Jan-Nov
- Carpetright tops the advertising league
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- Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure on carpets and floorcoverings, by advertiser, 2014
- Figure 33: Recorded above-the-line, online display and direct mail total advertising expenditure on carpets and floorcoverings, by advertiser, 2011-14
- Press takes half of all spending
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- Figure 34: Recorded above-the-line, online display and direct mail total advertising expenditure on carpets and floorcoverings, by media type, 2014
- A note on adspend
The Consumer – What You Need to Know
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- One in five bought for the living room
- Lowest purchasing by private renters
- Moving house has the greatest influence on demand
- Fitted carpets are the most popular purchase
- Smooth flooring popular with ABs
- Older shoppers are the highest spenders
- Significant opportunity for growth for multiples
- Replacement is the biggest driver of demand
- Expert advice, not pushy selling
- People highly aware of discounts
- 44% want to browse online first
Purchases of Carpets and Floorcoverings by Room
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- Living room flooring purchased most often
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- Figure 35: Rooms for which carpets and floorcoverings purchased in the last three years, October 2015
- How many rooms have they bought for?
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- Figure 36: Rooms for which carpets and floorcoverings purchased in the last three years, repertoire, October 2015
- Least purchasing by private renters
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- Figure 37: Any carpets and floorcoverings purchased in the last three years, by housing tenure, October 2015
- Recent movers are more likely to buy carpets and flooring
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- Figure 38: Rooms for which carpets and floorcoverings purchased in the last three years, by length of time in current home, October 2015
- 34% have bought for the living room most recently
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- Figure 39: Rooms for which carpets and floorcoverings purchased in the last three years, most recent, October 2015
Types of Flooring Purchased in the Last Three Years
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- Carpets and rugs purchased more regularly than smooths
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- Figure 40: Types of flooring purchased in the last three years, October 2015
- Fitted carpets are the most popular purchase
- A quarter of those in rented property bought rugs
- Smooth flooring popular with ABs
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- Figure 41: Types of flooring purchased in the last three years, October 2015
- Fitted carpets bought most recently
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- Figure 42: Types of flooring purchased in the last three years, most recent, October 2015
Spend On Most Recent Flooring Purchase
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- Figure 43: Spend on most recent flooring purchase, October 2015
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Where They Bought Carpets and Floorcoverings
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- Figure 44: Source of the most recent purchase of carpets and floorcoverings, October 2015
- Independents capture high spenders
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- Figure 45: Spend on most recent purchase of carpets and floorcoverings, by selected retailer, October 2015
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Why They Decided to Buy New Flooring
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- Figure 46: Why they decided to buy new flooring, October 2015
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- Figure 47: Why they decided to buy new flooring, repertoire, October 2015
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Attitudes towards Shopping For Carpets and Flooring
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- Advice but only when they want it
- Important to have a good fitting service
- People are aware of discounts
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- Figure 48: Attitudes about shopping for carpets and flooring, October 2015
- Four main target groups
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- Figure 49: Target groups for carpets and flooring, October 2015
- About the target groups
- Quality Fitting (22%)
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- Figure 50: Attitudes towards buying carpets and flooring, by target group, Quality Fitting, October 2015
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- Figure 51: Why they decided to buy new flooring, by target group, Quality Fitting, October 2015
- Engagers (28%)
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- Figure 52: Attitudes towards buying carpets and flooring, by target group, Engagers, October 2015
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- Figure 53: Why they decided to buy new flooring, by target group, Engagers, October 2015
- Self-servers (20%)
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- Figure 54: Attitudes towards buying carpets and flooring, by target group, Self-servers, October 2015
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- Figure 55: Why they decided to buy new flooring, by target group, Self-servers, October 2015
- Onliners (30%)
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- Figure 56: Attitudes towards buying carpets and flooring, by target group, Onliners, October 2015
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- Figure 57: Why they decided to buy new flooring, by target group, Onliners, October 2015
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Market sizing and segment performance
- Fan chart forecast
- Abbreviations
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