米国における住宅用床材市場

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.

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Abbreviations and terms
• Abbreviations
• Terms
• Consumer research methodology
• Executive Summary
• Slowing housing market drives down flooring sales in 2006-07
• Repairs and renovation drive flooring sales
• Market trends--consumers buying high-end, easy to install and green products
• The development and promotion of eco-friendly products and practices
• Residential segment dominates market; soft surfaces losing market share
• Manufacturer consolidation and strong growth in imports
• Multi-faceted advertising and marketing campaigns
• Independent flooring specialty stores comprise dominant retail channel
• Age and income determine consumer flooring purchases
• Use of professional installation determined by (older) age and (higher) income
• Consumers turn to multiple sources when making flooring purchase decisions
• Future trends: aging Boomers and young multi-ethnic consumers will help shape market through 2012
• Market Drivers
• Home ownership drives flooring sales
  • Figure 1: Purchasing of flooring in the past 12 months, on the basis of ownership and type of residence, 2006
• In 2006 and 2007, slowing home sales place downward pressure on flooring sales
  • Figure 2: Sales of new and existing homes, 2002-07
• Replacement and repair of flooring remains a positive driver
• Repair key for flooring market
  • Figure 3: Expenditures for residential repairs and maintenance, and improvements, 2001-06
• Continued investment in renovation bolsters flooring sales
• Upper income consumers fuel demand for high-end products
• Media spurs DIY interest in flooring
• Green living trends fuel environmentally-friendly flooring products and practices
• Demographic drivers: younger homeowners and Baby Boomers
  • Figure 4: U.S. population by age, 2002-12
• Demographic driver: an increasingly multi-ethnic population
  • Figure 5: U.S. population by race and Hispanic origin, 2002-12
• Market Size and Trends
• Market size
  • Figure 6: Total U.S. wholesale sales of floor covering products, at current and constant prices, 2002-07
  • Figure 7: Total U.S. retail sales of installed floor covering products, including labor costs, at current and constant prices, 2002-07
• Market trends
• High-end products growing at above average rates
• Mid-income consumers also seek stylish flooring options
• Ceramic tiles show strong growth
• Carpet tiles likely to expand reach into residential market
• Fiberglass-backed resilient products important trend in the vinyl segment
• Growth in bamboo, cork and other eco-friendly products
• Market Segmentation
• Segmentation of the wholesale market for floor covering products
  • Figure 8: Wholesale sales of floor covering products, segmented by end user market, 2006
  • Figure 9: Wholesale sales of floor covering products, segmented by type, 2005 and 2007
• Carpets and area rugs
  • Figure 10: Wholesale sales of carpet and area rugs, at current and constant prices, 2002-07
• Ceramic floor and wall tile
  • Figure 11: Wholesale sales of ceramic floor and wall tile, at current and constant prices, 2002-07
• Hardwood
  • Figure 12: Wholesale sales of hardwood, at current and constant prices, 2002-07
• Vinyl sheet and floor tile
  • Figure 13: Wholesale sales of vinyl sheet and floor tile, at current and constant prices, 2002-07
• Laminate
  • Figure 14: Wholesale sales of laminate flooring, at current and constant prices, 2002-07
• Rubber
  • Figure 15: Wholesale sales of rubber flooring, at current and constant prices, 2002-07
• Segmentation of the retail market for installed floor covering products
  • Figure 16: Installed sales of floor covering products, segmented by end user, 2006
  • Figure 17: Installed sales of floor covering products, segmented by type, including product and labor, 2006
• Supply Structure
• U.S. domestic manufacturing leaders
  • Figure 18: Manufacturer sales of floor covering products and share of wholesale market, 2004 and 2006
• Foreign trade
  • Figure 19: U.S. floor covering imports, at current and constant prices, 2001-06
  • Figure 20: U.S. floor covering exports, at current and constant prices, 2001-06
• Advertising and Promotion
• Overview
  • Figure 21: TV spot: Bellawood Floors
  • Figure 22: TV spot: Lumber Liquidators
• Mohawk
• Shaw
• Armstrong
• Pergo
• Retail Distribution
• Introduction
  • Figure 23: U.S. retail sales of floor covering products, by channel, 2005 and 2007
• Floor covering stores
  • Figure 24: U.S. floor covering store retail sales of floor covering products, at current and constant prices, 2002-07
  • Figure 25: Top independent floor covering retailers, by sales for 2005 and 2006 and number of units for 2006
• Home centers
  • Figure 26: U.S. home center retail sales of floor covering products, at current and constant prices, 2002-07
  • Figure 27: Top home centers, by sales for 2005 and 2006, number of units and flooring sales for 2006
• Building material dealers and contractors
  • Figure 28: U.S. building material/contractor retail sales of floor covering products, at current and constant prices, 2002-07
• Furniture stores
  • Figure 29: U.S. furniture store retail sales of floor covering products, at current and constant prices, 2002-07
• Department stores/mass merchandisers
  • Figure 30: U.S. department store/mass merchandiser retail sales of floor covering products, at current and constant prices, 2002-07
• Other retailers
  • Figure 31: U.S. "other retailer" retail sales of floor covering products, at current and constant prices, 2002-07
• The Consumer--Purchasing, Installation and Retailers
• Summary
• Purchasing of flooring in the past 12 months
  • Figure 32: Purchasing of flooring products in the past 12 months, November 2006
  • Figure 33: Purchasing of flooring products in the past 12 months, trended, 2002-06
  • Figure 34: Purchasing of flooring products in the past 12 months, by ownership of home, November 2006
  • Figure 35: Purchasing of flooring products in the past 12 months, by age, November 2006
  • Figure 36: Purchasing of flooring products in the past 12 months, by household income, November 2006
  • Figure 37: Purchasing of flooring products in the past 12 months, by race/ethnicity, November 2006
  • Figure 38: Purchasing of flooring products in the past 12 months, by cohorts, November 2006
• Amount spent on flooring purchased in the past 12 months
  • Figure 39: Amount spent on flooring products purchased in the past 12 months, November 2006
  • Figure 40: Amount spent on flooring products purchased in the past 12 months, by ownership of home, November 2006
  • Figure 41: Amount spent on flooring products purchased in the past 12 months, by age, November 2006
  • Figure 42: Amount spent on flooring products purchased in the past 12 months, by household income, November 2006
  • Figure 43: Amount spent on flooring products purchased in the past 12 months, by race/ethnicity, November 2006
• Who installed flooring products purchased in the past 12 months
  • Figure 44: Flooring products purchased in the past 12 months installed by self or by other household member, November 2006
  • Figure 45: Flooring products purchased in the past 12 months installed by self or by other household member, by age, November 2006
  • Figure 46: Flooring products purchased in the past 12 months installed by self or by other household member, by household income, November 2006
  • Figure 47: Flooring products purchased in the past 12 months installed by self or by other household member, by race/ethnicity, November 2006
• Who installed new flooring
  • Figure 48: Purchased flooring in the last 12 months, August 2007
• Most recent flooring purchase
  • Figure 49: Purchased flooring in the last 12 months, August 2007
  • Figure 50: Most recent flooring product purchased, August 2007
  • Figure 51: Other types of flooring purchased in the past 12 months, August 2007
• Retailer used for most recent flooring purchase
  • Figure 52: Most recent flooring product purchased, August 2007
  • Figure 53: Most recent flooring product purchased, by gender, August 2007
  • Figure 54: Purchasing of flooring products in the past 12 months, by age, November 2006
  • Figure 55: purchasing of flooring products in the past 12 months, by household income, November 2006
• The Consumer--Preferences and Attitudes
• Introduction
• Where new flooring was installed
  • Figure 56: Where in home flooring product was installed, August 2007
  • Figure 57: Where in home flooring product was installed, by age, August 2007
  • Figure 58: Where in home flooring product was installed, by household income, August 2007
• Reasons for purchasing flooring product
  • Figure 59: Most recent flooring product purchased, August 2007
  • Figure 60: Purchasing of flooring products in the past 12 months, by age, November 2006
  • Figure 61: Purchasing of flooring products in the past 12 months, by household income, November 2006
• Source of information used when making most recent purchase
  • Figure 62: Source of information for most recent flooring purchase, by gender, August 2007
  • Figure 63: Source of information for most recent flooring purchase, by age, August 2007
  • Figure 64: Source of information for most recent flooring purchase, by household income, August 2007
• Most important consideration when making most recent flooring purchase
  • Figure 65: Most important consideration when making most recent flooring purchase, August 2007
  • Figure 66: Most important consideration when making most recent flooring purchase, by age, August 2007
• Future and Forecast
• Future trends
• Slowing housing market drives down market in short term--in longer term, growth in housing market should again propel flooring market
• Importance of Baby Boomers through 2012 and of multi-ethnic consumers for long term growth
• Environmentally-friendly products and practices
• Market forecast
• Floor covering products
  • Figure 67: Forecast of total U.S. wholesale sales of floor covering products, at current and constant prices, 2007-12
• Carpet and area rugs
  • Figure 68: Forecast of U.S. wholesale sales of carpet and area rugs, at current and constant prices, 2007-12
• Ceramic floor and wall tile
  • Figure 69: Forecast of U.S. wholesale sales of ceramic floor and wall tile, at current and constant prices, 2007-12
• Hardwood floor covering products
  • Figure 70: Forecast of U.S. wholesale sales of hardwood floor covering products, at current and constant prices, 2007-12
• Vinyl sheet and floor tile
  • Figure 71: Forecast of U.S. wholesale sales of vinyl sheet and floor tile, at current and constant prices, 2007-12
• Laminate flooring
  • Figure 72: Forecast of U.S. wholesale sales of laminate flooring, at current and constant prices, 2007-12
• Rubber flooring
  • Figure 73: Forecast of U.S. wholesale sales of rubber flooring, at current and constant prices, 2007-12
• Forecast factors
• Appendix: Trade Associations