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Residential Flooring - US - March 2017

Published By :

Mintel

Published Date : Mar 2017

Category :

Construction

No. of Pages : N/A

A healthy housing market combined with innovation in the category is supporting continued sales growth in the flooring market. Although wall-to-wall carpeting still maintains dominance in reported coverage, shifting consumer attitudes and competitive prices are driving recent purchase of hard-surface flooring at a faster pace. Flooring that looks good and is easy to clean is important for most consumers; however, secondary attributes linked to health and product safety are ways brands can distinguish their products.

Table of Content

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
Market overview
A healthy housing market and innovation in the category drive flooring sales
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
Figure 2: Sales of residential flooring, by segment, 2011-16
Gradual decline in homeownership may translate to less category spending
Figure 3: National homeownership rate, 2011-16
Shrinking square footage may dampen volume sales of flooring
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
Figure 5: Any hard surface flooring (net) and select carpeting recently purchased or planning to buy, December 2016
Flooring purchasers want lifestyle solutions
Figure 6: Select interest in flooring innovations, December 2016
Strong retail presence helps drive information gathering and flooring purchase
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
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
Healthy economy continues sales momentum for residential flooring
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
Carpeting leads sales, while hard surface catches up
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
Figure 12: Amount spent on flooring, by segment, July 2015-September 2016

MARKET PERSPECTIVE
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
Soaring housing prices creates incentive to spend on flooring
Figure 13: House Price Index, by quarter, 2011-16
Positive consumer confidence makes big purchases more attainable
Figure 14: Consumer Sentiment Index, December 2010-16
Continued growth in flooring despite slowdown in housing starts
Figure 15: New privately owned housing units started, 2011-16
Homeownership continues slow decline
Figure 16: National homeownership rate, 2011-16

KEY PLAYERS – WHAT YOU NEED TO KNOW
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?
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
Figure 17: Flooring advertisement by The Home Depot, June 2016
Brands target floor purchasers through TV and online platforms

WHAT’S STRUGGLING?
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?
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
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
Carpet leads in room coverage with tile a close second
Figure 18: Installed flooring by room, December 2016
Reported flooring differs slightly by consumer age
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
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
Figure 21: Select installed flooring by room – Any room (net), by Hispanic origin and by region, December 2016

RECENT PURCHASES AND INTENT TO PURCHASE
Continued shift in recent purchase from carpeting to hard surface
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
Figure 23: Flooring recently purchased and planning to buy, by segment, December 2016
Lifestage supports purchasing behaviors
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
Figure 25: Any recent purchase or plans to purchase (net) select hard-surface flooring, by Hispanic origin, December 2016

INFORMATION AND INSPIRATION SOURCES
Retailers rule as information providers
Figure 26: Information sources for flooring ideas and inspiration, December 2016
Lifestage and convenience determine flooring information sources
Figure 27: Retail stores and associates as information sources for flooring ideas and inspiration, by age, December 2016
Figure 28: Select information sources for flooring ideas and inspiration, by age, December 2016
TV shows and online media reach Hispanic market
Figure 29: TV and online media as information sources for flooring ideas and inspiration, by Hispanic origin, December 2016

FLOORING PURCHASE INFLUENCERS
Aesthetics and ease of maintenance lead important flooring attributes
Figure 30: Flooring purchase influencers, December 2016
Low-maintenance becomes more important as consumers age
Figure 31: Easy-to-maintain material as purchase influencer –Any rank, by age, December 2016
Young adults attracted to warranties and eco-friendly options
Figure 32: Purchase influencers related to warranty and environmentally friendly attributes, – Any rank, by age, December 2016
Hispanics place emphasis on quality flooring
Figure 33: Select flooring purchase influencers – Any rank, by Hispanic origin, December 2016

ATTITUDES TOWARD FLOOR MAINTENANCE
Consumers agree that low-maintenance flooring is key
Figure 34: Attitudes toward floor maintenance, December 2016
Low-maintenance attitudes vary by age
Figure 35: Select attitudes toward floor maintenance, by age, December 2016
Parents place emphasis on healthy floors
Figure 36: Select attitudes toward floor maintenance, by parental status, December 2016
Hispanics have broader set of priorities toward floor maintenance
Figure 37: Select attitudes toward floor maintenance, by Hispanic origin, December 2016

INTEREST IN FLOORING INNOVATION
Improved durability drives interest in flooring innovations
Figure 38: Interest in flooring innovation, December 2016
Low-maintenance drives purchase interest among older adults
Figure 39: Interest in low-maintenance flooring innovations, by age, December 2016
Lifestyle attributes drive purchase interest among young adults
Figure 40: Interest in select flooring innovations, by age, December 2016
Hispanics, parents are interested in broader range of innovations
Figure 41: Interest in select flooring innovations, by Hispanic origin and by parental status, December 2016

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms

APPENDIX – MARKET
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

APPENDIX – CONSUMER
Durable innovations garner most attention
Figure 45: TURF Analysis – Flooring purchase influencers, December 2016
Methodology for TURF analysis

List of Table

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