Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Market overview
- A healthy housing market and innovation in the category drive flooring sales
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- Figure 1: Total US sales and fan chart forecast of residential flooring, at current prices, 2011-21
- The issues
- Flat sales growth in carpeting as hard-surface flooring becomes more competitive
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- Figure 2: Sales of residential flooring, by segment, 2011-16
- Gradual decline in homeownership may translate to less category spending
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- Figure 3: National homeownership rate, 2011-16
- Shrinking square footage may dampen volume sales of flooring
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- Figure 4: Any purchase or plans to purchase (net) select hard-surface flooring, by age and income, December 2016
- The opportunities
- Shifting consumer tastes create opportunity for rug sales
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- Figure 5: Any hard surface flooring (net) and select carpeting recently purchased or planning to buy, December 2016
- Flooring purchasers want lifestyle solutions
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- Figure 6: Select interest in flooring innovations, December 2016
- Strong retail presence helps drive information gathering and flooring purchase
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- Figure 7: TV and online information sources for flooring ideas and inspiration, by age, December 2016
- What it means
The Market – What You Need to Know
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- Healthy housing market and innovation in the category drive sales
- Carpet dominates market, but hard surface closes in
- Pet ownership and attitudes toward cleaning dictate flooring type
Market Size and Forecast
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- Healthy economy continues sales momentum for residential flooring
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- Figure 8: Total US sales and fan chart forecast of residential flooring, at current prices, 2011-21
- Figure 9: Total US retail sales and forecast of residential flooring, at current prices, 2011-21
Market Breakdown
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- Carpeting leads sales, while hard surface catches up
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- Figure 10: Sales of residential flooring, by segment, 2011-16
- Figure 11: Total US retail sales of residential flooring, by segment, at current prices, 2014 and 2016
- Wall-to-wall carpeting and wood flooring represent big ticket projects
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- Figure 12: Amount spent on flooring, by segment, July 2015-September 2016
Market Perspective
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- More pet owners set expectations on durable flooring
- Shift to more casual cleaning accompanies move to hard-surface
- Home improvement contributes to spending on flooring
Market Factors
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- Soaring housing prices creates incentive to spend on flooring
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- Figure 13: House Price Index, by quarter, 2011-16
- Positive consumer confidence makes big purchases more attainable
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- Figure 14: Consumer Sentiment Index, December 2010-16
- Continued growth in flooring despite slowdown in housing starts
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- Figure 15: New privately owned housing units started, 2011-16
- Homeownership continues slow decline
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- Figure 16: National homeownership rate, 2011-16
Key Players – What You Need to Know
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- Leading brands shift capacity to hard-surface lines
- Retail campaigns improve selection and service quality for customers
- Shift to hard-surface flooring affects carpet brands
- Sustainability and personalization are key flooring trends
What’s Working?
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- Hard-surface flooring brands expand portfolios
- Armstrong extends its presence in the hard-surface segment
- Mohawk and Armstrong strengthen relationship with retailers
- Home improvement retailers welcome flooring purchasers
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- Figure 17: Flooring advertisement by The Home Depot, June 2016
- Brands target floor purchasers through TV and online platforms
What’s Struggling?
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- Carpeting struggles to grow as consumers shift to hard surfaces
- Industry and brands take strategic steps to improve appeal of carpeting
- Decline in living space could limit flooring investment
- Labor shortage can make installations more costly and create delays
What’s Next?
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- Flooring brands strive for sustainability
- Colorful concepts are slated to grow
- Terrazzo is next trend in flooring design
The Consumer – What You Need to Know
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- Carpet leads in currently installed flooring with tile close behind
- Recently purchased flooring continues shift from carpet to hard-surface
- Visual appeal and cost make retailers leading source for information
- Aesthetics and durability influence most flooring purchases
- Easy-to-clean mentality prevails for most consumers
- Extending flooring life drives interest in innovations
Installed Flooring by Room
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- Carpet leads in room coverage with tile a close second
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- Figure 18: Installed flooring by room, December 2016
- Reported flooring differs slightly by consumer age
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- Figure 19: Installed carpeting, wood, and area rugs by room – Any room (net), by age, December 2016
- Upper-income earners and homeowners report more premium flooring
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- Figure 20: Installed tile and wood flooring by room – Any room (net), by income and by primary residence, December 2016
- Higher rate of hard-surface coverage among Hispanics tied to region
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- Figure 21: Select installed flooring by room – Any room (net), by Hispanic origin and by region, December 2016
Recent Purchases and Intent to Purchase
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- Continued shift in recent purchase from carpeting to hard surface
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- Figure 22: any hard surface (net) and wall-to-wall carpeting recently purchased and planning to buy, December 2016
- Shift to hard-surface flooring drives recent purchase of rugs
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- Figure 23: Flooring recently purchased and planning to buy, by segment, December 2016
- Lifestage supports purchasing behaviors
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- Figure 24: recently purchased –any hard surface (net) and any carpeting (net), by age, December 2016
- Hispanics lead any recent purchase or plans to buy for trendy flooring
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- Figure 25: Any recent purchase or plans to purchase (net) select hard-surface flooring, by Hispanic origin, December 2016
Information and Inspiration Sources
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- Retailers rule as information providers
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- Figure 26: Information sources for flooring ideas and inspiration, December 2016
- Lifestage and convenience determine flooring information sources
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- Figure 27: Retail stores and associates as information sources for flooring ideas and inspiration, by age, December 2016
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- Figure 28: Select information sources for flooring ideas and inspiration, by age, December 2016
- TV shows and online media reach Hispanic market
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- Figure 29: TV and online media as information sources for flooring ideas and inspiration, by Hispanic origin, December 2016
Flooring Purchase Influencers
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- Aesthetics and ease of maintenance lead important flooring attributes
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- Figure 30: Flooring purchase influencers, December 2016
- Low-maintenance becomes more important as consumers age
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- Figure 31: Easy-to-maintain material as purchase influencer –Any rank, by age, December 2016
- Young adults attracted to warranties and eco-friendly options
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- Figure 32: Purchase influencers related to warranty and environmentally friendly attributes, – Any rank, by age, December 2016
- Hispanics place emphasis on quality flooring
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- Figure 33: Select flooring purchase influencers – Any rank, by Hispanic origin, December 2016
Attitudes toward Floor Maintenance
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- Consumers agree that low-maintenance flooring is key
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- Figure 34: Attitudes toward floor maintenance, December 2016
- Low-maintenance attitudes vary by age
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- Figure 35: Select attitudes toward floor maintenance, by age, December 2016
- Parents place emphasis on healthy floors
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- Figure 36: Select attitudes toward floor maintenance, by parental status, December 2016
- Hispanics have broader set of priorities toward floor maintenance
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- Figure 37: Select attitudes toward floor maintenance, by Hispanic origin, December 2016
Interest in Flooring Innovation
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- Improved durability drives interest in flooring innovations
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- Figure 38: Interest in flooring innovation, December 2016
- Low-maintenance drives purchase interest among older adults
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- Figure 39: Interest in low-maintenance flooring innovations, by age, December 2016
- Lifestyle attributes drive purchase interest among young adults
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- Figure 40: Interest in select flooring innovations, by age, December 2016
- Hispanics, parents are interested in broader range of innovations
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- Figure 41: Interest in select flooring innovations, by Hispanic origin and by parental status, December 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
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- Figure 42: Total US retail sales and forecast of residential flooring, at inflation-adjusted prices, 2011-21
- Figure 43: Total US retail sales and forecast of carpeting/rugs, at inflation-adjusted prices, 2011-21
- Figure 44: Total US retail sales and forecast of hard-surface flooring, at inflation-adjusted prices, 2011-21
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Appendix – Consumer
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- Durable innovations garner most attention
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- Figure 45: TURF Analysis – Flooring purchase influencers, December 2016
- Methodology for TURF analysis
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