Resilient Flooring

Resilient Flooring


April 1, 2009
190 Pages - SKU: CATR2254069
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Countries covered: United States

SUMMARY OF MAJOR FINDINGS
The $2.5 billion (manufacturers’ dollars) U.S. resilient flooring market has significantly increased its share of the domestic floor coverings industry. Resilient flooring gained share due to growing commercial market demand, successful introduction and acceptance of luxury vinyl tile and fiberglass-backed vinyl sheet, and consumer’s growing preference for low-cost hard surface flooring as the housing market weakened and the economy contracted. However, the sharp cut in residential demand and the surge in material costs cut plant profit margins. Margins were also adversely affected by increasing competitive pressures from foreign- and domestic-based manufacturers. Resilient flooring is forecast to make additional inroads in the U.S. floor coverings industry during 2009 as the Federal stimulus package encourages construction of healthcare and educational facilities, two key end-use markets. Profit margins may also rebound along with moderating in material costs.

RESILIENT FLOORING SALES TRENDS
Catalina Research has uncovered these trends in our 190-page in-depth analysis of the global resilient flooring market. U.S. shipments, exports, imports, and price trends are evaluated for vinyl sheet products, vinyl tile, rubber flooring, linoleum, cork flooring and other flooring materials. Data is provided on a dollar and unit basis. Catalina also reviews product innovations such as luxury vinyl tile and fiberglass-backed vinyl sheet. Import data analyzes shipments of foreign-sourced products by major country of origin, and export data analyzes foreign sales by major country of destination. Catalina also investigated global demand by product segment and world area.

END-USE MARKET PURCHASES AND DISTRIBUTION
The report’s end-use market analysis provides executives with the growing sales opportunities in residential, nonresidential, and transportation equipment markets. Residential markets are further divided into new construction, residential remodeling, and manufactured housing markets. Nonresidential markets are segmented into new construction and commercial contract purchasers. Catalina used these data trends to calculate resilient flooring’s share of total residential and nonresidential flooring markets. Retail sales are provided as well.

FACTORS AFFECTING DEMAND
End-use market trends are correlated with U.S. housing demand, nonresidential construction spending, mortgage interest rates, and other housing and economic indicators to uncover the factors affecting demand, and provide insights into the direction of domestic demand in 2009 and beyond.

PROFIT MARGINS AND THE COMPETITIVE ENVIRONMENT
In addition, Catalina Research examined the cost structure and profitability of U.S. resilient flooring plants. Data trends are compiled for material, labor, and capital inputs. As part of this analysis, Catalina profiled 27 global manufactures and marketers, and compiled company resilient flooring sales. Catalina used this information to calculate U. S. market shares of the leading competitors. Company profiles cover product lines, manufacturing and distribution, capital investments, acquisitions, and new products. Executives are urged to review the growth- and profit-oriented strategies of leading worldwide resilient flooring manufacturers and compare their company’s own performance to the industry averages.

RUBBER MAT, STAIR TREAD, AND COVE BASE MARKET
Catalina Research also evaluated the U.S. and Canadian market for rubber mats, stair treads, and cove base. Product shipments cover roll goods, automotive mats, other mats, and cove base and other products. Export and import trends are also included.

WORLD RESILIENT FLOORING MARKET
The global resilient flooring market is investigated as well. Market trends are segmented for vinyl, rubber, and linoleum flooring; and by world area. Sales of Tarkett and Armstrong are also segmented by world area. Global market shares are calculated for 10 leading manufacturers. Canadian market trends include shipments, imports, and exports.


Additional Information

SCOPE AND METHODOLOGY

The Catalina Report on Resilient Flooring is a guide to the growth and profit opportunities in the manufacturing, importing, and distribution of vinyl, linoleum, cork, rubber, and other resilient flooring. This comprehensive database covers U.S. shipments, imports and exports, residential and nonresidential markets, retail sales, factors affecting domestic demand and distribution, the cost structure of resilient flooring plants, the competitive environment, and the world market situation. In addition, global U.S. manufacturers and marketers are profiled in order to uncover competitor strategies.

U.S. resilient flooring sales are calculated from U.S. Department of Commerce statistics by collecting data on domestic plant shipments, subtracting exports, and adding imports (Section 1). Sales are calculated on a dollar and square foot basis and calculated as a share of total U.S. floor coverings sales (shipments minus exports plus imports) and hard surface flooring sales. Catalina does a similar calculation for vinyl sheet and floor tile, linoleum, rubber flooring, cork, and other resilient flooring products. Catalina also estimates sales of fiberglass-backed vinyl sheet products and luxury vinyl floor tiles (LVT). Section and report findings are summarized in our Executive Summary in order for readers to quickly review the present and future health of this industry and assess whether their company’s performance is in line with industry trends.

Section 2 analyzes U.S. shipments and imports. Shipments are for all domestic manufacturers, whether plants are owned by U.S.- or foreign-based companies, and whether or not plants specialize (50% or more of total facility revenues) in resilient flooring. Import data is derived from U.S. Customs records and analyzed by product and by major country of origin. Average value per square foot of flooring supplied by U.S.- and foreign-based manufacturers is also evaluated.

End-use markets and distribution channels are analyzed in Section 3. Resilient flooring purchases are provided for new residential construction and residential remodeling markets, new nonresidential construction and commercial contract markets, as well as transportation equipment markets. This data is based on U.S. Department of Commerce surveys. Section 3 also analyzes resilient flooring retail sales. In addition, U.S. export trends are included in order to determine foreign sales opportunities.

Catalina investigated the factors driving domestic demand and distribution by analyzing U.S. construction activity (Section 4). Residential housing statistics include data on new housing completions, existing home resales, and mobile home placements. Housing starts and residential building permits track current trends in new residential construction markets. The characteristics of newly constructed U.S. housing units are also provided. Total homeowner remodeling and repair spending is analyzed as well. Trends are also tracked on a region and state basis. In addition, data is provided on household demographics and economic trends. Nonresidential construction trends are tracked by type of building.

Catalina supplies data on the cost structure and profitability of U.S. plants specializing (50% or more of total plant revenues) in the manufacture and sale of resilient flooring (Section 5). U.S. Department of Commerce survey data covering these plants are supplemented with individual company profiles and sales data in order to provide growth- and profit-oriented strategies and company market shares. Annual reports, trade journals, and databases were searched (Section 8). A similar effort was made for global manufacturers to determine world market trends and worldwide market shares for ten leading manufacturers (Section 6). The Canadian market situation was evaluated as well. Catalina analyzed Statistics Canada shipments, imports, and exports.

Section 7 is an analysis of the U.S. and Canadian markets for rubber mats, stair treads, and cove base. Shipments, imports, exports, and price trends were analyzed. U.S. rubber mat, stair tread, and cove base plant operating ratios and profit margins were also investigated.

Action-oriented executives are urged to use this comprehensive statistical database and the competitor information to develop new products, penetrate end-use markets, target key demographic markets, expand global market sales, and initiate profitable operating strategies. Executives are urged to compute their own company’s market share and compare their company’s operating ratios to the industry’s averages as part of this process.

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