NEWS
KARNDEAN IS TOP CHOICE FOR RESIDENTIAL LVT FLOORING
Kardean Designflooring is the number one brand in the LVT residential flooring market, according to new research from market research specialist Leading Edge.
The report, primarily based on an extensive telephone interview programme with flooring contractors and retailers, found that four main brands dominate the residential LVT market. With Karndean capturing the highest share of the market, having been used by over half of the contractors surveyed at least once in the previous year, Amtico, Moduleo and Polyflor were the other major players to come out on top.
According to the research, these four brands have around three quarters of the total market between them. Over 25 other brands share the remaining quarter of the market, with Quick Step, Lifestyle (Headlam brand), LG Hausys and Distinctive among the most used.
The residential LVT market is very competitive due to the large number of suppliers. There are over 30 brands active in the market, including a number of small brands operating with low sales volumes.
The market research company predicted that the LVT market will continue to grow at a good rate in 2019- 2020 as a result of four key factors:
• Growth in volume of private housebuilding and repair and maintenance activity in 2019 and 2020 of around 2% pa.
• LVT’s continued gain in share of the residential flooring market.
• Growth of rigid core LVT products, although at a slow pace, which will take share from laminate.
• Competitive pricing.
The report determined that the most common type of flooring being replaced by LVT in residential applications is carpet roll (44% of the time), followed by cushion vinyl and ceramic. This is, not surprisingly, different to the commercial sector. In Leading Edge’s report on commercial LVT, the type of flooring LVT most often replaced is carpet tile (31%), with the second being carpet roll and
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vinyl sheet being the third.
The residential LVT market is split into two main categories, with three sub categories within non-adhesive:
• Dryback (adhesive required for installation).
• Non adhesive - click and fit with a board backing, loose lay (tiles with a heavy backing), rigid core.
Non-adhesive’s share of the LVT market has been growing and is taking a larger share of the market each year. Rigid core LVT products are the newest non- adhesive products to be launched into the UK market (they are a well- established product in other markets, including the USA). There are currently fewer brands in this sector as it is such a new product. Its share of the overall residential LVT market is low, but is expected to grow – although the current higher price points may limit the sales potential.
A key route to market for most brands is the independent retail sector. The brand with the most display stands in retail or showroom premises is Karndean, closely followed by Amtico and Moduleo – all with over 30% of retailers in the sample having one of their stands. In total, 19 different brands were identified as having retail display stands with many retailers having more than one brand on display.
The full report contains details on many other areas such as market size, forecast, brand market share, market changes by design type, ratings of brands on key attributes (price, quality, specification, design), reasons for
selecting each brand, the non-adhesive LVT market and what installers would like to improve about their supplier.
The main sources of data which formed the research were: telephone market research with 104 flooring contractors and independent retailers; desk research using government statistics, construction forecasts, brochures, trade magazines and other public information; discussions with LVT manufacturers and distributors to help determine market size.
www.lead-edge.co.uk Tomorrow’s Retail Floors | 09
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