Floor Coverings

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Jan Hudak

> Learn more about Jan Hudak

After expanding his international experience (in USA, Sweden and Slovakia) from studies and short traineeships & internships in insurance at Allianz and public sphere at Ministry of Economy, Jan joined Interconnection Consulting as the Market Analyst responsible for various industries. Among them are boats, parquets & flooring, finance, healthcare & pharma, FM and some of the special technical & construction industries. During his work at Interconnection, he was invited to present some of the findings and data at the conferences or EXPOS. In addition, he creates data solutions for B2B & B2C segment. Also, in Interconnection he is in charge of internship programme in Bratislava as mentor as well as providing assistance to other colleagues and recently he became a consultant for untypical projects and business development.

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Tel:+43 1 375 00 15 12

E-mail:hudak@interconnectionconsulting.com

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Report Offers

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IC Market Forecast

IC News

To New Heights with EU Resources

The market for elastic floor coverings in the CEE countries of Poland, the Czech Republic, Slovakia, and Hungary reached a volume of EUR 221.4 million in 2017, an impressive increase of 7.9% over the previous year. In the coming years, the pace of growth is expected to slow down slightly on account of the sinking dynamics in construction. Average annual growth to 2021 will be 5.1%, according to a study by Interconnection Consulting.

Overall, the market for elastic floor coverings is benefitting from good economic developments: domestic demand is up, unemployment down, and salaries are rising. “Many projects that are also financed by EU resources will continue to contribute to the growth in the sector,” explains Katarina Gajdova, author of the study. However, due to the strong economic developments of the Visegrad Group, EU funding will be falling off by roughly 21.5% beginning in 2020.

Health Sector a Driving Force

With a market share of 17.0%, the health/medical sector represents one of the driving forces of growth on account of its heavy investment activities. In Poland, EUR 3 billion will be invested in the sector between 2014 and 2020. Hungary’s hospital infrastructure will also be extensively renovated. “Large-scale hospitals with a capacity of nearly 3,000 beds are planned for completion by 2025,” explains Gajdova. In Slovakia, the Ministry of Health has already approved EUR 153 million for the renovation of 44 hospitals. The largest area of application for elastic floor coverings, however, remains residential construction, with a market share of 36.4%.

New Trends Expected

The largest product group is heterogeneous vinyl/PVC, with a share of 42.6% in volume. The material is not only less expensive than other flooring material such as hardwood, marble, and stone, but it is also one of the less expensive materials among elastic floor coverings. However, vinyl still has many advantages, such as durability, ease of maintenance, and versatility. LVTs (Luxury Vinyl Tiles) are the fastest-growing product group, with a current market share of 18.4%. But this might not always be the case. There are indications that SPC flooring will soon take over the position as fastest growing floor covering. The reasons are the simpler installation, lower investment costs, lower material and labor costs, better waterproofing, and greater stability. And, it is better for the environment. The top five companies have a market value of 54.8%. The top companies are Amtico, Atro, Beaulieu, Gerflor, Graboplast, Fatra, Forbo, IVC, Lentex, and Tarkett.

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Elastic Floor Coverings: Sometimes Dazzling, Sometimes Matt

Three markets, three different developments. Whereas the market for elastic floor coverings in Great Britain and Ireland is in a downwards spiral on account of the Brexit crises (2017: -1.5% in volume), and is stagnating in Italy (0.3% in volume), in Spain the growth curve is rising off the charts (+3.5% in volume). These trends are also largely expected to continue, according to a study by Interconnection Consulting.

Spain Marches On

According to the study, average annual growth in Spain to 2021 will be 6.2% in volume. The favored area of application for elastic floor coverings in Spain is residential buildings, with an average market share of 27.6%, followed by health/medical with 16.9%. The leading product group in Spain is LVTs (Luxury Vinyl Tiles), with a share of 38.2%. Katarina Gajdova, author of the study, explains the advantages of LVTs: “They have a wide array of design options, can recreate the appearance of stone or wood flooring, and, compared to these materials, LVTs do not come with extensive installation and maintenance costs.” LVTs are also the fastest growing product group in Spain (average forecast growth per year to 2021: 9.1%). The market share of the top five companies is 69.4% (top 10: 76.7%).

Slow Growth in Italy

The average annual growth in Italy to 2021 will be 1.5% in volume. The largest area of application for elastic floor coverings in Italy is health/medical, with an average market share of 24.4%, followed by residential buildings with 17.3%. The dominant product group is homogenous vinyl/PVC (23.1%). Homogenous vinyl consists of one single layer, which offers the vibrancy and depth of the selected color. One layer gives the floor covering rigidity and durability. Homogenous vinyl can thereby be employed in areas with high foot traffic, explains Gajdova. LVTs are in second place, with a market share of 22.6%. As in Spain, LVTs represent the largest-growing product group and are even set to become the highest-volume product group this year. The market share of the top five companies is 62.6% (top 10: 76.6%).

Long-Term Troubles Predicted for Great Britain

Growth in Great Britain and Ireland for the upcoming years will remain at 0.3%, a stagnation largely caused by the Brexit vote. The largest area of application is in residential buildings, with an average share of 36.4%, followed by health/medical with 17.0%. Here, too, LVTs are the leading product group, with 41.8%. The second-largest group is heterogeneous vinyl, with 19.8%. In this region as well, LVTs are the group with the highest growth prospects: 2.3% annually to 2021. The market share of the top five companies is 53.6% (top ten: 76.6%).

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Parquet and real-wood flooring industry is stabilizing despite strong headwinds

Despite fierce competition from other flooring types, parquet and real wood flooring in Europe will see a 1.1% increase in sales this year, according to a new study by Interconnection Consulting.

 

Prices are increasing

The parquet and real wood flooring industry is in a challenging market environment, which also drives producers to optimize their processes and develop new strategies for their products. The most important influences for the industry are the macroeconomic effects (e.g., Brexit), construction activity, the scarcity of high quality lumber, the strong competition of other types of soil, and the demand structure of floor coverings. “Especially the last two points push the parquet and real wood floors more and more into the premium segment”, explains Jan Hudak, author of the study. This effect is also visible in the fact that sales grow much faster than sales. In 2017, the percentage increase in sales was 2.2%, while sales only increased by 1.2%. This gap is due to the price increase in this segment, according to interconnection, in the next few years further.

 

Germany is running out of steam

The largest markets for parquet and wooden floors are Germany, France and Turkey. However, especially at Europe
s largest market in Germany, the alternative floor coverings show their claws. In 2017, sales fell by 0.15% despite the construction boom. Stagnation can only be expected in the next few years. The strongest growth rates in the European market are recorded in Poland with a sales increase of 3.1% and Benelux with 3.4%. Countries such as Slovakia (2.9%), Turkey (2.7%) and Denmark (2.4%) also report healthy sales growth. Slightly less strong will be the sales growth in 2018. Only Benelux (3.4%), Poland (2.7%) and Turkey (2.0%) reach the 2% mark this year.

 

Parquet dominates

By far the largest product group with a share of 85.4% are parquet floors. In second place are the solid wooden floors with 12.1%. Accordingly, veneer floors only hold a negligible share. For the parquet floors, the strongest product group is the three-layer parquet, with long planks (40%). This is followed by the three-layer parquet with wide planks (31.8%) and the two-ply parquet with 26%. The dominating wood is still the oak with a share of 82,6%. This is followed by tropical woods with 4.0%, nut and fruit woods with 3.6% and ash with 3.3%. In Europe there are more than 160 producers of parquet and real wood floors. The top ten companies control around 48% of the total market. Important companies on the European market are Boen, Baltic Wood, Unilin, Weitzer Parquet, Hamberger, Tarkett and Parador.

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Leading Companies trust in Interconnection Consulting

Deutscher Holzfertigbau Verband

Interconnection provides us with the prefabricated house study a plausible and veritable data basis for the analysis of the actual situation in the prefabricated house market and beyond for the assessment of the future market development. We are happy to use this interpreted data for our lobbying and everyday work.

Thomas Schäfer (Managing Director, Deutscher Holzfertigbau-Verband)

ELK

The prefabricated housing study by Interconnection Consulting shows a real picture of the actual market situation and forms a valuable basis for our strategic decisions.

Gerhard Schuller (CFO ELK)

Epson

EPSON is satisfied with the Interconnection's way of communication with the market and with clients. EPSON is also appriciate the Interconnection's continuous work trying to aim the report to be at the higher level. As a result, EPSON rely on Interconnection data, for the market of POS Printers and Systems.

T.Murakami (Brand Management, Seiko Epson Corporation)

Saint Gobain

Long experience and deep understanding of the construciton industry markets make up the quality of the IC studies. Interconnection Consulting is a constant companion concerning the assessment of markets and helpful for decision-making.

Bernd Blümmers (Directeur General, Saint-Gobain Solar Systems, Central Europe, Aachen)

Salamander

Interconnection Consulting reports deliver a worthfull external perspective and are so a good contrast with regards to our internal market point of views.

Pedro Posada (CEO Salamander Industrial Products Spain)

Scandinavian Business Seating

The IC Report gives a very good overview of the Western European office furniture market, in a well-structured way. The data is helpful to better understand the market developments and drivers.

Beatrice Sotelo (Director Business Development , Scandinavian Business Seating)

Schneider Electric

Under a short time constraint, Interconnection was able to deliver an outstanding study that exceeded my expectation in terms of quality and market breadth. I highly recommend Interconnection to anyone in need of market research.

Jeff Canterberry (Director of Strategy and M&A, Schneider Electric)

Österreichs Personaldienstleister

The sales management tool ZAIS has become indispensable for many Austrian temporary staffing providers for fast and correct sales management decisions. A tailor-made online cockpit provides comprehensive monthly figures and data on temporary work and the labor market in Austria, while at the same time impressing with its overview and intuitive user guidance. Interconnection Consulting has consider individually to all user needs during development process and also convinces with fast response times during operation.

Dr. Gertraud Höltl (Generalsekretärin Österreichs Personal Dienstleister)

Admonter

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)

Gaulhofer

I appreciate on the forum "Impulsworkshop Vertriebsoptimierung" the practical relevance of Peter Berger linked with his practical examples. I also liked the sovereign presentation style. The most important benefit was for me, on the one hand refresh of methods and also the sales management tools that were shown. Ing. Dietmar Hammer (Head of Product Management Gaulhofer)

Kontron

The most important benefit of the Impulsworkshop "sales optimization" was in my view the procedure of the definition of strengths and the entire sales process. Mr. Berger is very competent and professional. Fabian Freund (Sales Manager, Kontron Austria)

Sodexo

When developing new market strategies, Interconnection is a trusted source we always come back to. Christian Frey (Marketing Manager CS DACH)

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