Table of Contents
Executive Summary
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- The market
- Flooring market climbs thanks to hard surface flooring
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- Figure 1: Total US sales* and fan chart forecast of residential flooring, at current prices, 2013-23
- The issues and opportunities
- Technology advancements will help carpet compete against hard surface
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- Figure 2: Market share based on volume of sales in billions of square feet, 2007 and 2017
- Reaching younger shoppers at key lifestages critical for growing market
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- Figure 3: Flooring purchase intent, by age, parental status, January 2019
- Replacement underpins purchases, décor and health serve as upgrade opportunity
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- Figure 4: Reason for flooring purchase, January 2019
- Tools and services that enhance shopping will reach younger demographics
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- Figure 5: Select reasons for retailer selection, select approaches toward shopping, by age, January 2019
- Practical attributes outweigh all else
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- Figure 6: Attitudes toward flooring – Durability vs style, Price vs quality, January 2019
- What it means
The Market – What You Need to Know
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- Flooring market continues to climb
- Carpeting losing share to hard surface
- Housing market, population shifts impact market
Market Size and Forecast
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- Steady growth correlates with stable economy, housing market
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- Figure 7: Total US sales* and fan chart forecast of residential flooring, at current prices, 2013-23
- Figure 8: Total US sales* and forecast of residential flooring, at current prices, 2013-23
Market Breakdown
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- Carpeting dominates market but losing share to hard surfaces
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- Figure 9: Market share based on volume of sales in billions of square feet, 2007 and 2017
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- Figure 10: Market share based on volume of sales in billions of square feet, 2007-17
Market Factors
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- Housing construction, renovation market strong
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- Figure 11: NAHB Remodeling Market Index (RMI), 2010-18
- Homeownership sees slight uptick in 2018
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- Figure 12: Homeownership rate, 2008-18
- Aging population underpins opportunity among Boomers
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- Figure 13: Population aged 18 or older, by age, 2013-23
Key Players – What You Need to Know
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- Shifts in shopping
- Carpet losing share, rugs represent bright spot
- Shaking up the shopping experience
What’s Happening?
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- One-stop shopping benefits mass, online channels
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- Figure 14: Mass merchandisers and online-only retailers shopped for flooring, February 2018-January 2019
- Carpeting losing share to hard surfaces
What’s Next?
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- Industry players keep pace with current trends
- Rugs enjoy resurgence, represent bright spot in carpeting
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- Figure 15: Target email flyer, February 2019
- Flooring will grow with green market
- Blending physical and digital, new experiences in retail
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- Figure 16: Mohawk VIS +Amplify, August 23, 2018
The Consumer – What You Need to Know
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- Growth in hard surface flooring supports demand for rugs
- Home improvement retailers garner most shoppers
- Retail services and tools tempt younger shoppers
- Adults voice range of motivations for hard surface flooring
- Younger shoppers turn to online media for research, inspiration
- Durability wins over style…
- …yet quality outweighs price
Flooring Purchases and Purchase Intent
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- One quarter planning future flooring purchases
- Décor trends benefit rugs
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- Figure 17: Floor purchases and purchase intent, January 2019
- Lifestage drives purchases
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- Figure 18: Floor purchases and purchase intent – Net any flooring, by age, January 2019
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- Figure 19: Floor purchases and purchase intent – Net any flooring, by parental status, January 2019
Purchase Location
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- Home improvement retailers are top competitors in residential flooring
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- Figure 20: Wayfair email campaign, January 2019
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- Figure 21: Retailers shopped for flooring, January 2019
- Younger adults shop across channels
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- Figure 22: Target email campaign, February 2019
- Figure 23: Select retailers shopped for flooring, by age, January 2019
- Higher-income shoppers buy across retailers
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- Figure 24: Select retailers shopped for flooring, by income, January 2019
Reasons for Retailer Selection
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- Beyond price: selection is key for retailers
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- Figure 25: Reasons for retailer selection, January 2019
- Services and tools serve as differentiators for some
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- Figure 26: Select reasons for retailer selection, by age, January 2019
Reasons for Purchase
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- Wider range of motivations for hard surface flooring purchases
- Convenience and health drive hard surface purchases
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- Figure 27: Reason for flooring purchase, by flooring type, January 2019
- Tap into décor, health to reach younger shoppers
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- Figure 28: Select reasons for flooring purchase, by age, January 2019
Approach to Shopping
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- Strategic shoppers research in-store and online
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- Figure 29: Approach to shopping, January 2019
- Online, media play key role for younger buyers
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- Figure 30: Select approaches to shopping, by age, parental status, January 2019
Attitudes toward Flooring – Durability vs Style
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- Style takes backseat to durability
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- Figure 31: Attitudes toward flooring – Durability vs style, January 2019
- Style more influential for younger adults, parents
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- Figure 32: Attitudes toward flooring – Durability vs style, by age, parental status, January 2019
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- Figure 33: Mohawk flooring targets parents with style and durability, November 2018
Attitudes toward Flooring – Price vs Quality
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- Quality trumps cost
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- Figure 34: Attitudes toward flooring – Price vs quality, January 2019
- Price weighs more heavily upon parents and younger adults
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- Figure 35: Attitudes toward flooring – Price vs quality, by age, parental status, January 2019
Attitudes toward Flooring – Maintenance
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- Hard surfaces winning favor over carpet for practicality
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- Figure 36: Attitudes toward flooring – Maintenance, January 2019
- Attitudes toward flooring vary with age
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- Figure 37: Attitudes toward flooring – Maintenance, by age, January 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 38: Total US retail sales and forecast of residential flooring, at inflation-adjusted prices, 2013-23
- Figure 39: Homeownership rate, by age of householder, 2017
- Figure 40: Volume sales in billions of square feet, 2012, 2016, 2017
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Appendix – The Consumer
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- Figure 41: TURF analysis – Reasons for retailer selection, February 2019
- Methodology
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