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Strong Price Rise Leads to High Sales Growth in the Flooring Market

The global flooring market will more than make up for last year’s decline of around 6% with an increase in turnover of over 15% this year. However, the increased demand was met with supply bottlenecks at the same time, which on the one hand drove up prices, but on the other hand only marginally increased sales (+4.2%), as a new study by Interconnection Consulting shows.

Although the forecast for 2021 is very positive, optimism could be severely curbed by supply bottlenecks for raw materials, the study notes. The US is the leading market with a turnover of 27.4 billion euros followed by China 20.4 and India 19.4 billion euros. India, however, leads the way in terms of sales, with a global share of 36.4%, ahead of China 30.8% and the US 12.7%. Due to the sensitive price increases, the annual sales growth rates until 2024 will also increase more than the sales growth forecasts. For example, an annual increase in turnover of 10.6% is expected for the USA until 2024. The forecast for India is even higher, with an increase in turnover of 13.1% per year. However, sales will increase by only 1.7% per year in the US and 7.3% per year in India over the same period.


Home Office Renovations in Strong Demand

In 2020, the new construction sector was particularly affected by the decline. Sales in this segment fell by 15.6% globally, while the renovation sector declined by only 5.4%. “The boom in optimizing one’s own four walls stemmed not least from the fact that one’s own home has become not only a living space but also a working space since the pandemic,” explains Ivan Pjatko, author of the study. The ratio of residential to non-residential construction is around 60 to 40, with residential construction showing an even stronger dynamic for the next few years, with higher growth potential.


Trend Towards Natural Materials on the Rise

Ceramic tiles are the most popular floor covering worldwide with a sales share of 42.5%, followed by resilient floor coverings (16.0%) and laminate (14.6%). Laminate (+7.6%) will achieve the greatest sales growth across all product groups this year. The gap in turnover is narrower. Ceramic tiles account for about 20% of turnover, followed closely by wood/parquet flooring with a share of 17.1%. Only then do resilient floor coverings follow. There are also differences in the individual regions. In India, ceramic tiles account for the lion’s share with 56.7%. In the Middle East there is a growing trend towards wood/parquet flooring. The trend for eco-materials will continue to gain momentum, especially in Western Europe, the study shows. The most important global players are Amtico, Beaulieu, Gerfloor, Hamberger Flooring, Forbo, Interface, Junckers Kaerhs, Kronospan, Mohawk, Parador, Shaw Floors, Tarkett, The Dixie Group.

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Renovation Boom and Price Increases Set Sales Records for Floor Coverings

After a damper in 2020, the European market for floor coverings has again recorded high growth figures. Sales will rise from €25.8 billion to €29.2 billion in 2021 in the countries surveyed, which is a growth of 12.7%. By 2024, turnover is expected to rise to 34.5 billion euros, according to a study by Interconnection Consulting.

The reason for the increase in the turnover of floor coverings is less down to an increase in sales than to the fact that the prices of raw materials are being driven up due to supply bottlenecks. Turnover will accordingly rise much faster than sales in the next few years due to price increases and demand. In Germany, annual turnover growth will be over 6% until 2024, while sales is set tob e only 1.9% per year. In Italy, the ratio of turnover to sales growth is 6.1% to -0.1% annually. In terms of turnover, Germany is also the largest market in Europe with a share of 26.2% followed by France with 12.2% and the UK 10.9%. In terms of sales, Germany leads the ranking in Europe ahead of Russia and Turkey.

Renovation As Growth Engine

In 2020, it was mainly the new construction sector that was affected by the decline. Sales in this segment fell by 23.4% across Europe, while the renovation sector even grew by 6.4%. “Many people spent their time at home and therefore also used the time to renovate their four walls,” says Ivan Pjatko, the author of the study. In Austria, there is a trend towards natural raw materials such as wood, especially oak. Similar developments can be seen in Germany, where real wood is the trend. In France, the government is promoting ecological solutions in the installation of floor coverings with a new regulation RE2020. The trend for eco-materials will continue to gain momentum, especially in Western Europe, as the study shows.

Ceramic Tiles Still in the Lead

Ceramic tiles are the most popular floor covering throughout Europe with a sales share of 27%, followed by laminate with 23%, resilient floor coverings with 12% and textile floor coverings with 12%. The picture is not much different in terms of turnover. The share of ceramic tiles is around 23%, closely followed by resilient flooring (18%) and textile flooring with 17%, already followed by parquet/wood flooring with 13% but very good growth prospects. The most important European players are: Altro, Amorim, Beauflor, Forbo, Gerflor, Nora (Interface), Tarkett, Kaehrs, Windoeller.

The study examined the countries: UK, Spain, France, Italy, Belgium, Netherlands, Germany, Switzerland, Austria, Poland, Czech Republic, Slovakia, Hungary, Romania, Turkey, Russia.

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At the IC Impulsworkhop "Sales Optimization" we appreciate not only the practical relevance, but also the eloquent language and the perfect rhetoric. The most important benefit for our company was the sales pipeline. Adrian Capellarie (Head of Sales Admonter Holzindustrie)

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