Abstract
This report assesses the market for carpets and other floorcoverings since the last Mintel report was published in October 2006. Over the last year both value and volume sales have fallen considerably. The slowing of the housing market and other pressures on household budgets have put many homeowners off buying big-ticket items such as flooring. Widespread promotional discounting has further devalued the market.
Whilst manufacturers have embraced new fashion trends and improved the practical features of their products, more needs to be done to promote individual brands and products to consumers in order to pull customers into stores and reduce the industry' s reliance on trading on price.
Key report themes:
- Factors determining whether to choose carpets or hard flooring.
- How can the floorcovering industry reduce its reliance on price promotions?
- Movement towards brighter colours and patterned carpets.
- How can manufacturers encourage consumers to be more adventurous?
- Growing presence of natural and environmentally friendly products.
- Impact of the downturn in the economy and housing market.
Table of Contents
- Issues in the Market
- Key themes
- Definitions
- Abbreviations
- Market in Brief
- Hitting the floor
- Practical and fun
- Looking forward
- Internal Market Environment
- Key points
- Still interested?
- Figure 1: Agreement with selected lifestyle statements, 2004-08
- A hygiene issue
- Figure 2: Adults who are prone to specific allergies, 2008
- Keeping the noise down
- The latest fashion
- A carpet comeback?
- Broader Market Environment
- Key points
- Housing market slows
- Figure 3: House prices, transactions and average number of years between
moves, 2003-08
- Household budgets get stretched
- Cost of energy
- Cost of fuel
- Cost of food
- Implications for the floorcoverings market
- Demographic trends
- Figure 4: Trends and projections in UK population, by age group, 2003-13
- Competitive Context
- Key points
- A question of priorities
- Figure 5: Expenditure priorities, 2006-08
- Homes and gardens
- Figure 6: Market value of home and garden products, 2003-07
- Furniture
- Figure 7: Retail sales of furniture, by value, 2003-07
- Accessorising the home
- Figure 8: Retail sales of household accessories, by value, 2003-07
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Market Size and Forecast
- Key points
- Heading south
- Figure 9: Total retail value sales of carpets and smooth floorcoverings,
at current and constant prices, 2003-13
- Volume sales slide
- Figure 10: UK retail volume sales of carpets and smooth floorcoverings,
2003-08
- The future
- Segment Performance
- Key points
- Carpets pile up
- Figure 11: UK retail value and volume sales of floorcoverings, by type,
2003-08
- Trading up
- Figure 12: Average price per m2, by sector, 2003-08
- Carpets -- Tufted on top
- Figure 13: Carpet sales, by type, 2005-08
- Smooths -- Laminate on downward slope
- Figure 14: Smooth floorcovering sales, by type, 2005-08
- Market Share
- Key points
- Carpets
- Figure 15: Manufacturers' volume shares of carpets, 2005 and 2007
- Smooth floorcoverings
- Companies and Products
- Carpets
- Brintons
- Victoria Carpets
- Cormar Carpets
- Ulster Carpets
- Other key manufacturers
- Figure 16: Other carpet manufacturers, 2008
- Smooths
- Woods and laminates
- Kronospan
- Unilin
- Balterio
- Beaulieu International Group
- Other key manufacturers
- Figure 17: Other wood and laminate floor manufacturers, 2008
- Vinyl/Linoleum
- Armstrong
- Forbo Flooring
- Tarkett
- IVC Group
- Other floorcoverings
- Tiles
- Johnson Tiles
- Pilkington' s Tiles
- BCT Limited
- Brand Communication and Promotion
- Key points
- Falling on hard times
- Figure 18: Main monitored media advertising spend on carpet and other
floorcoverings, 2004-07
- Stores splash out
- Figure 19: Main monitored media advertising spend on carpet and other
floorcoverings, by top ten spending advertisers, 2004-07
- Manufacturers are missing
- Below the line
- Fun on the floor?
- Channels to Market
- Key points
- Independents hold tight
- Figure 20: UK retail sales of carpets and smooth floorcoverings, by type
of outlet, 2005 and 2007
- Floorcovering chains flounder
- DIY downturn?
- Selling a lifestyle
- The Consumer -- Ownership of Carpets and Other Floorcoverings
- Key points
- Product ownership
- Figure 21: Household ownership of carpets, wooden floors and other
floorcoverings/tiles, 2004-08
- Carpets clear up
- An age thing
- On the move
- Ownership by room
- Figure 22: Ownership of carpets and other floorcoverings, by room,
September 2008
- Room to be different
- Reaching for a rug
- Split of rooms between carpets and hard flooring
- Appendix -- Consumer -- Ownership of Carpets and Other Floorcoverings
- Figure 26: Household ownership of carpets, wooden floors and other
floorcoverings/tiles, by demographic sub-group, 2008
- Figure 27: Ownership of carpets and other floorcoverings, by room, by
demographic sub-group, September 2008
- Figure 28: Ownership of carpets and other floorcoverings, by room, by
demographic sub-group, September 2008
- Figure 29: Ownership of carpets and other floorcoverings, by room, by
demographic sub-group, September 2008
- Figure 30: Split of rooms in the home between carpets and hard flooring,
by demographic sub-group, September 2008
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