ABSTRACT FOR THE CATALINA REPORT ON THE WOOD FLOORING INDUSTRY

SUMMARY OF MAJOR FINDINGS

The $1.7 billion (manufacturers' dollars) U.S. wood flooring market is expected to begin to recover in 2010.  The gain will primarily be in the second half of the year and will be led by the upturn in the residential remodeling and replacement market.  The upturn reflects the increase in existing home sales that began in the third quarter of 2009.  The builder market could also begin to show some life by the end of 2010, however, the nonresidential market is expected to continue to decline over the next year. Manufacturers and retailers will also benefit from the improved competitive pricing for wood flooring as lumber prices dropped.  Lower wood flooring prices also reflect the increased supply of lower-priced imported wood flooring.  In addition, rising imports increased the availability of exotic species and bamboo flooring.

WOOD FLOORING INDUSTRY TRENDS

Catalina Research has uncovered these trends in our in-depth 222-page analysis of the North American wood flooring industry.  U.S. shipments, exports, and price trends are evaluated for hardwood and softwood flooring products.  Data is provided on a dollar and unit basis.  Catalina also reviews market trends for prefinished and engineered products, and increased demand for exotics, rustics, bamboo and other products.

INTERNATIONAL TRADE ACTIVITY

Import data is included in order to evaluate the share of foreign-sourced wood flooring products.  Import data is provided for softwood flooring; and maple, birch, exotic species and other hardwood flooring products, as well as bamboo and engineered products.  Import data is also provided for major countries of origin.  Similar data is available for export shipments.

END-USE MARKET ANALYSIS

The report's end-use market analysis provides executives with the sales opportunities in residential, nonresidential, and transportation equipment markets.  Residential markets are further divided into new construction, residential remodeling, and manufactured housing markets.   The demographics of hard surface flooring residential replacement customers are discussed in order to target the most likely purchasers.  Nonresidential markets are segmented into new construction and commercial contract purchasers.  Distributor and installation revenues are also evaluated.  Retail distribution channels are analyzed to review the position of floor covering stores, home centers, and other retailers.  Leading wood flooring retailer shares are also provided.

FACTORS AFFECTING DEMAND AND DISTRIBUTION

End-use market trends are correlated with U.S. housing demand, nonresidential construction spending, mortgage interest rates, and other economic indicators to uncover the factors affecting demand, and provide insights into the direction of domestic demand in 2010 and beyond.  Catalina Research also investigates the growing flooring distributor and retail channels as well.

PROFIT MARGINS AND THE COMPETITIVE ENVIRONMENT

In addition, Catalina Research examined the cost structure and profitability of U.S. hardwood flooring plants.  Data trends are compiled for material, labor, and capital inputs.  As part of this analysis, Catalina profiled 20 leading North American manufactures and marketers, and compiled company wood flooring sales.  Catalina used this information to calculate market shares of leading manufacturers.   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 North American and foreign-based wood flooring manufacturers and compare their company's own performance to the industry averages.

WORLD WOOD FLOORING MARKET

Catalina estimated the total world market and by market area by analyzing trends in Canada, Europe, China, and other areas.  Canada market sales are calculated from shipments, exports, and import data.  Chinese production is segmented for solid, engineered, and bamboo flooring.  Market shares are also calculated for the leading European manufacturers.  Catalina profiled 13 foreign-based producers.

Report Number: CR064                        Published: December 2009

Pages: 222                                             Price: $3,495 hard copy or e-mail version

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