The United States is one of the largest consumer goods markets in the world. In 2018, the total sales of the U.S. floor coverings reached approximately 26.5 billion U.S. dollars, making it the largest export destination for Chinese flooring manufacturers.
“LVT floor VS wood floor, who is the new favorite of the US market? Tariffs increase, the performance of the residential decoration market is not good, where is the next market outlet? How to gain the opportunity to seize changes in consumer demand?
In-depth Analysis of the US Flooring Market
At the 5th World Flooring Conference this year, Mr. Bruce Zwicker, former CEO of the largest flooring distributor in the United States, said that in 2018, the total sales of the flooring materials market in the United States was approximately 26.5 billion US dollars. Wood flooring has a market share of 13%.
Resilient Floor Covering Market Share
The market share of resilient flooring has increased from 9.80% in 2007 to 18% in 2019. Resilient flooring is becoming the second largest material for floor covering. Among the resilient flooring LVT floor has 60% share. In 2017, the import value of American resilient flooring has reached 2.218 billion US dollars.
Mr. Bruce Zwicker said: Asian manufacturers are good at price wars. In recent years, the production capacity of American flooring has increased, and the market competition has become increasingly fierce. The most serious of these is the carpet category. The carpet market is shrinking. Laminate flooring is under siege by LVT products. For laminate flooring, if it can incorporate waterproof function, it may reverse its fate.
Why Resilient Flooring is Popular in the U.S. Market
According to the report of the director of China Forest Products Industry Association Lu Bin of the World Flooring Conference this year, the total annual production and sales of Chinese flooring is about 890 million square meters in 2018, of which wood bamboo flooring is about 500 million square meters and SPC and PVC flooring is about 360 million square meters , An increase of 8.5% over 2017, of which 350 million square meters of exports. Wood plastic flooring is about 30 million square meters. The reasons for elastic flooring in the US market are:
- Vinyl floor is healthy and environmentally friendly, waterproof and non-slip, and free of formaldehyde.
- Increasing labor costs has pushed American consumers to choose vinyl flooring. Traditional flooring materials such as wood flooring and ceramic tiles are more complicated to install and require high installation costs, while vinyl flooring is easy to install and has low installation costs.
- New production technology has greatly improved the product quality such as UV layer processing technology and the synchronous pairing technology. The development of technology has also made the simulation of PVC elastic flooring increasingly prominent. The variety of PVC flooring are constantly increased. Vinyl flooring manufacturers can customize plank colors according to customer preferences.
Sales Channels for Chinese Flooring Factories
OEM / ODM for floor brand in USA
Major brands are Armstrong, Shaw and Mohawk, Mullican, Somerset, Lumber Liquidators, Mannington, etc.
Sell to Independent Distributors
Individual distributors of floor materials in the United States has 40% of the sales share. The 10,000 individual distributors have 15,000 stores with online sales.
People divide floor materials into: Carpets & Rugs, Resilient (Vinyl, Cork, Linoleum, Rubber, Resin), Non-resilient (Ceramic, Stone, Wood, Laminate), End-use (Residential, Non-residential), etc.
Global Floor Coverings Market
By 2027, the size of the floor market is estimated to increase from US $ 339.3 billion in 2018 to US $ 542.5 billion in 2027. Vinyl is the most widely used flooring material. Its resistance to mold and moisture makes it the most suitable product for flooring applications. Its low cost and easy installation also help it become popular in residential and commercial applications.