Catalina Research has conducted our annual analysis of the U.S. floor coverings industry. U.S. shipments, exports, imports, and price trends were evaluated in order to calculate total U.S. manufacturer sales on a dollar and volume basis (Sections 1 and 2). Similar data was also compiled and calculated for carpet and area rugs, wood flooring, ceramic floor and wall tile, vinyl sheet and floor tile, other resilient flooring, and laminate flooring. U.S. sales are in manufacturers’ dollars.
Dollar and quantity factory shipments by industry sector (except laminate flooring) are from U.S. Department of Commerce surveys. For 2002 and 2003, shipments were estimated based on monthly and quarterly data and historical trends. Shipments are further segmented for carpet and area rugs, ceramic floor and wall tile, and wood flooring. Laminate flooring, vinyl sheet and floor tile, and rubber sheet and floor tile statistics are derived from non-government data and interviews with industry players. Export and import statistics are derived from U.S. Customs records. The import value represents custom value plus freight and insurance (CIF). The average value per square yard and square foot is calculated for each industry sector. Average prices exclude installation costs. Price trends are also tracked based on the Bureau of Labor Statistics’ Producer Price Index. The government data is subject to revision, and may show variations from edition to edition. Most data was re-benchmarked according to the 1997 Economic Census. Section and report findings are included in the Executive Summary in order for readers to quickly review the present and future health of this industry and determine the sectors experiencing the strongest growth. The report excludes rubber mats, matting, and stair treads from the total industry statistics. However, data for these products are included in Section 2.
The report also analyzes the cost structure of U.S. floor coverings plants, industry profit margins, and the competitive environment (Section 3). Plant statistics are from the Census of Manufacturers and the Annual Survey of Manufacturers. Government data covers all plants with 50% or more of total revenues derived from the manufacture and sale of some type of floor covering. Data are provided for the number of plants, payroll and material costs as a percent of shipments, wage rates, labor productivity, and capital expenditures. U.S. Department of Commerce survey data covering these plants are supplemented with individual company sales data in order to calculate company market share. Company sales statistics are compiled as part of our effort to profile the industry’s top competitors (Section 4). Annual reports, databases, and trade journals were searched for growth- and profit-oriented strategies.
The section on end-use markets is based on the Benchmark Input-Output Accounts of the United States published by the Bureau of Economic Analysis of the U.S. Department of Commerce and discussions with manufacturers (Section 5). End-use purchases are divided into residential, nonresidential, and transportation markets. Residential and nonresidential markets are further segmented by builder (new) and replacement purchases. Each end-use market table provides data on purchases by floor coverings product.
Data from the Bureau of Labor Statistics provides additional analysis on do-it-yourself, buy-it-yourself, and contractor markets (Section 6). Bureau of Labor Statistics data also supplies demographic snapshots of household floor coverings purchasers (Section 6). Household purchases are calculated from Bureau of Labor Statistics surveys and cover spending by household income, age of household head, size of household, and region.
Sales by distribution retail channel is based on the U.S. Department of Commerce Census of Retail Trade and major retailer sales trends (Section 7). Retail sales by channel are estimated for 2003 based on government monthly retail trade surveys and top retailer sales. A regional retail floor coverings sales analysis is included as well. Catalina Research provides data on the number of outlets and retail sales by all types of floor coverings retailers by region and state. A similar analysis was conducted for floor coverings retail stores. A separate section tracks data for floor coverings installation contractors (Section 8). Statistics are provided for ceramic tile contractors and other floor laying and floor work contractors. Tables present data on the number and revenues of contractors, revenues by type of work and building, and statistics by region and state.
Catalina Research investigated the factors driving demand by analyzing government data on residential and nonresidential construction markets and transportation equipment output (Section 9). Residential housing statistics include data on new housing completions, existing home resales, and mobile home placements. Housing starts and residential building permits further track new residential construction markets. The characteristics of newly completed U.S. housing units is also provided. Total residential remodeling and repair spending are analyzed as well. In addition, data is provided on household demographics, personal income, and interest rates.
The Canadian floor coverings market is evaluated from Statistics Canada data (Section 10). Data trends include plant shipments, exports, and imports. Market trends are segmented for carpet and area rugs, hardwood flooring, ceramic tile, resilient flooring, and laminate flooring.
Action-oriented executives are urged to use this comprehensive statistical database to uncover growing industry sectors, penetrate end-use markets, target key demographic markets, expand foreign 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 averages as part of this process.
