million square metres

56th FEP General Assembly - Istanbul
Overview of the USA and Canada Flooring
Market 2011
Bruno Couture, F.Eng., MBA
Hardwood and Flooring Manager
World flooring and carpet demand by region, 2009
(12 billion square metres)
Other Asia
&Pacific: 14%
Japan: 5.80%
United States:
14.50%
Canada &
Mexico: 3.40%
Western Europe:
18.40%
China: 25.50%
Central & South
America: 6.70%
Eastern Europe:
5.60%
Africa &
Mideast: 6.20%
Source: Freedonia, World Flooring & Carpets, March 2011, p. 47
World nonresilient flooring demand by type
(million square metres)
Source: Freedonia, World Flooring & Carpets, March 2011, p.57
World nonresilient flooring demand for 2 regions
(million square metres)
Source: Freedonia, World Flooring & Carpets, March 2011, p. 57
North America Flooring & Carpet demand by product
(million square metres)
Canada accounts
for about 7.4% of
the total demand
of North America!
Source: Freedonia, World Flooring & Carpets, March 2011, p. 88, p. 100.
North America Flooring demand for nonresilient by product
(million square metres)
Source: Freedonia, World Flooring & Carpets, March 2011, p.88
U.S. Wood Flooring Shipments, Exports, and Imports, 1997-2017.
(in million square feet)
Source: Catalina Report FC075, Wood Flooring, January 2012, p.16
U.S. Solid Wood Flooring Imports for the top ten countries of origin, 2010.
( x1000 square feet)
Source: Catalina Report FC075, Wood Flooring, January 2012, p. 64
U.S. Engineered Wood Flooring Imports for the top ten countries of origin, 2010.
( x1000 square feet)
Source: Catalina Report FC075, Wood Flooring, January 2012, p.64
Wood Flooring’s share of the total U.S. Floor Coverings Market,
2005-2012 (percentage of total floor coverings sales)
12
10,6
10
10,1
10,3
9,9
9
9,4
10
10,2
8
%Dollars market Sales
6
4
4,1
4,1
4,2
4,5
4,6
5
5,2
5,4
2
0
2005 2006 2007 2008 2009 2010 2011 2012
Source: Catalina Report FC075, Wood Flooring, January 2012, p.14
%Square feet Market
sales
U.S. Sales of Solid and Engineered Wood Flooring, 2007-2012.
(% total wood flooring (square feet))
56
54.3
54
52
50
51.7
50.7
49.3
48.3
48
46
52
48
51.3
48.7
50.4
49.6
%Solid
%engineered wood
45.7
44
42
40
2007
2008
2009
2010
Source: Catalina Report FC075, Wood Flooring, January 2012, p.17
2011
2012
Share of U.S. Wood Flooring Supply for seven Leading
Manufacturers and marketers in 2011 (estimation)
Others
32%
Percentage
Armstrong
26%
BR-111
3%
Shaw Industries
11%
Mannington Mills
4%
Somerset
5%
Mohawk
Industries
8%
Lumber
Liquidators
11%
Source: Catalina
Report FC075,
Wood Flooring,
January 2012, p.
151
Value of Canadian Hardwood Flooring Shipments, Exports, and
Imports, 1992-2011
(in millions Canadian dollars)
Source: Catalina Report FC075, Wood Flooring, January 2012, p.164, p. 165
Comments from industry leaders
• “The major focus of the year has been
how can we continue to reduce our cost
without reducing quality, styling or
service?”
Don Finkell, CEO, Anderson
Source: Floor Covering Weekly, Vol. 60, N0. 23, December 5/12, 2011. p.16
Comments from industry leaders
• “One of the positive take-aways from 2011
is that the hardwood market did not get
worse. This, most likely, signals that
hardwood has already hit the bottom of the
downturn. This type of stability positions
wood to grow in the future.”
Harry Bogner, Senior Vice President of Hardwood, Unilin Flooring.
Source: Floor Covering Weekly, Vol. 60, N0. 23, December 5/12, 2011. p.17
What can we do ?
• Customer Value Creation
• Customer Value Proposition
• Develop real and perceived uniqueness
difficult for competitors to replicate
• Avoid commoditization spirale
Creative Cost-Benefits Reinvention – How to reverse
commoditization hell in the age of customer capitalism by
Christian Dussart.
Merci ! Thank you!
www.canadahardwoods.com