Hardwood Floors February/March 2019

BIGGEST LONG-TERM THREAT TO REAL WOOD PRODUCTS ACCORDING TO CONTRACTORS

CARPET

0%

50% Yes

33% No

7%

TILE

LAMINATE

25%

LVT

46%

7%

WPC

Has competition from wood-look products had a negative effect on real wood product sales?

14%

OTHER

0%

10%

20%

30%

40%

50%

A Defining Moment During the NWFA’s 2018 strategic planning process, the NWFA Board of Directors sought to address confusion in the marketplace about what constitutes a real wood floor. A task force that included representatives from across the wood flooring supply chain was created to come up with a formal definition. “Many flooring options today emulate the look of wood flooring, causing consumers a great deal of uncertainty about what they are actually purchasing,” said Brenda Cashion, Hardwood Product Developer and Market Strategist at Swiff-Train Company and member of the NWFA Board of Directors' Task Force. “As the authority for the wood flooring industry, the NWFA felt it was necessary to establish a clear definition of what comprises a true hardwood floor and to deliver that message directly to consumers.” The task force developed, and the Board approved, the following: Wood is the hard fibrous material that forms from the main substance of the trunk or branches and

beneath the bark of a tree. A wood floor is any flooring product that contains real wood as the top-most, wearable surface of the floor. Wood flooring may be broken into three categories: 1. Solid wood flooring is a solid piece of wood from top to bottom. 2. Engineered wood flooring is real wood from top to bottom and is normally made using multiple wood veneers or slats of wood glued together at opposing directions. 3. Composite engineered wood flooring contains real wood on the wearable surface only. The backing and core material may be made up of any type of composite material. “The industry really needed a baseline of what is and what is not wood flooring,” said Tommy Maxwell, President and CEO of Maxwell Hardwood Flooring. “Manufacturers want consumers to know real wood flooring is a superior

product that can withstand a busy family’s lifestyle and provide a great long-term value. There’s truly nothing like the real thing.” Opportunity Knocks With the key findings about what consumers think of wood flooring and a formal definition of real wood flooring in place, the NWFA was equipped to develop a plan for sharing knowledge with homeowners. Public relations efforts are underway, supplemented by the Homeowner’s Handbook to Real Wood Floors , WoodFloors.Org, a member toolkit, and the “Real Wood. Real Life.” logo. When the NWFA’s consumer survey was conducted, messages about wood flooring were tested to find what resonates most with consumers. The top performers centered on value, ease of cleaning, and durability. Those also were found to be the most important attributes consumers consider when choosing a flooring surface. For those reasons, you’ll find language addressing each of those areas throughout the campaign collateral.

the magazine of the national wood flooring association

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