COGNITION Smart Data shows that consumers clearly view hardwood as a premium flooring option. Nearly half (46%) rate hardwood as premium, compared to hybrid flooring (vinyl & wood) at 39%, carpet at 35%, resilient flooring (vinyl, linoleum, or cork) at 34%, and laminate at 33%.
That gap is increasingly being filled by a category called resilient flooring, which has now overtaken carpet in total dollar sales.
The resilient flooring category includes linoleum, vinyl, and cork. It is well known for its comfort underfoot and its ability to bounce back after repeated foot traffic, offering the best of both worlds between hardwood and carpet.
Innovation within the category continues to expand its appeal. Mohawk Industries recently introduced PureTech , a PVC-free LVP alternative made with 70% total recycled content. The product is waterproof, petproof, and planet-friendly, with no compromise on performance or beauty.
Consumers perceive resilient flooring to be versatile, reporting that it performs well and ranking it as the second most popular flooring choice in areas like:
Kitchens and bathrooms (behind tile)
Living rooms, dining rooms, foyers, hallways, and family rooms (behind engineered hardwood)
Bedrooms and basements (behind carpet)
COGNITION Smart Data shows that water-resistant features are a major consideration for homeowners. Subfloor protection, waterproof surfaces, and mold and mildew prevention rank as the top three most important features. This helps explain its rapid rise in popularity for the resilient flooring category.
Ultimately, resilient flooring products offer the look and ease of maintenance of hardwood at a more accessible price point. When factoring in durability and lifespan, especially compared to carpet, it presents a compelling value proposition for today’s homeowners.
Like this COGNITION Hot Take? We have more! Unlock the data driving the industry’s sustainability transformation to build smarter and sell faster. Subscribe to COGNITION Smart Data.
Victoria Muharsky is an ESG specialist at Green Builder Media, where she leads the ESG for Building Working Group. Under her guidance, the group has successfully overseen the release of the groundbreaking ESG Defining Principles. Crafted collaboratively by industry experts, these guidelines are revolutionizing the homebuilding sector's approach to ESG and sustainability.
Inside Consumer Flooring Preferences
What homeowners say they want in flooring isn’t always what they install.
COGNITION Smart Data shows that consumers clearly view hardwood as a premium flooring option. Nearly half (46%) rate hardwood as premium, compared to hybrid flooring (vinyl & wood) at 39%, carpet at 35%, resilient flooring (vinyl, linoleum, or cork) at 34%, and laminate at 33%.
The desire for hardwood is strong: 66% of consumers want it in their dream home, and 79% believe it adds value to the property. Yet despite this demand, hardwood is not the dominant flooring choice today. In fact, 75% of homeowners report that their homes are mostly carpeted, highlighting a clear gap between aspiration and reality.
That gap is increasingly being filled by a category called resilient flooring, which has now overtaken carpet in total dollar sales.
The resilient flooring category includes linoleum, vinyl, and cork. It is well known for its comfort underfoot and its ability to bounce back after repeated foot traffic, offering the best of both worlds between hardwood and carpet.
Innovation within the category continues to expand its appeal. Mohawk Industries recently introduced PureTech , a PVC-free LVP alternative made with 70% total recycled content. The product is waterproof, petproof, and planet-friendly, with no compromise on performance or beauty.
Consumers perceive resilient flooring to be versatile, reporting that it performs well and ranking it as the second most popular flooring choice in areas like:
COGNITION Smart Data shows that water-resistant features are a major consideration for homeowners. Subfloor protection, waterproof surfaces, and mold and mildew prevention rank as the top three most important features. This helps explain its rapid rise in popularity for the resilient flooring category.
Ultimately, resilient flooring products offer the look and ease of maintenance of hardwood at a more accessible price point. When factoring in durability and lifespan, especially compared to carpet, it presents a compelling value proposition for today’s homeowners.
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Like this COGNITION Hot Take? We have more! Unlock the data driving the industry’s sustainability transformation to build smarter and sell faster. Subscribe to COGNITION Smart Data.
By Victoria Muharsky
Victoria Muharsky is an ESG specialist at Green Builder Media, where she leads the ESG for Building Working Group. Under her guidance, the group has successfully overseen the release of the groundbreaking ESG Defining Principles. Crafted collaboratively by industry experts, these guidelines are revolutionizing the homebuilding sector's approach to ESG and sustainability.Also Read