Abstract
Mintel' s exclusive research examines consumer attitudes towards various flooring products, and analyzes data such as amount spent, use of installation services, and retail channel used.
This research reveals the importance of Baby Boomers, especially affluent empty nesters, in driving sales of high-end flooring and installation. Hispanics represent important consumers for DIY flooring, and Asians show strong interest in high-end and installed products. Other findings suggest the importance of the Internet for marketing, especially to younger consumers.
Demand for high-end flooring, environmentally friendly materials and new products such as carpet tiles and fiberglass backed vinyl products are among the major trends shaping the flooring market in 2007.
As the real estate market has slowed, replacement of old flooring remains the primary reason for buying new products, but home repair and renovation have been positive drivers. While slow home sales will likely limit growth through 2008, the prospects of the housing market are positive for 2007-12.
Residential flooring is defined as any floor covering for private residences. Sales, trends and segmentation data related to non-residential consumers are sometimes discussed, as they relate to the broader market.
This report covers the following types of flooring:
- Carpeting
- Area rugs
- Ceramic floor and wall tile
- Hardwood
- Vinyl sheet and floor tile
- Laminate
- Rubber
- Stone
- Marble
- Cork
- Concrete
The report covers products that homeowners would either install themselves or have installed by professionals. Retail channels include flooring specialty stores, home improvement stores, mass merchandisers, department stores and other retailers.
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