Hardwood Floors October/November 2024

Industry Outlook 2025

EXPECTED DEMAND BY COLOR IN 2025

“Engineered flooring continues to grow as the market becomes more educated and wants wider widths without seasonal movement,” a respondent to NWFA’s survey said. Another shared: “We’re seeing an increased demand for the raw wood look finish on wider planks. Everyone wants to keep it light and bright these days.” For one respondent, sales of hand-scraped woods were in decline, with lighter wire brushing taking the lead over heavily distressed and character grade flooring. According to the survey, consumers are avoiding: • Dark colors • Red oak • Gray stains • Imports • Heavy character WOOD-LOOK PRODUCTS Competition from wood-look products (such as LVT, WPC, laminate) continues to have a negative effect on real-wood sales, according to 69 percent of respondents. Some say it is because wood-look products are advertised heavily and often cheaper than real wood flooring. Lack of consumer knowledge is another factor. “While wood-look products will always be competition for us, once consumers understand the important differences between wood-look and real wood (quality, durability, sustainability, off gassing), they see why real wood is the better choice. Those who do not, or are shopping solely for the lowest price, are not our customers,” said one respondent. About 69 percent of respondents named LVT/WPC/SPC the biggest threat to real-wood products in 2024 and beyond. “We’re seeing more of an invasion by LVT and luxury vinyl into our market share,” Kevin Evans, president at Rock Solid 44 hardwood floors hardwoodfloorsmag.com

16

42

33

9

WHITE STAINS

66

1

28

5

NATURAL WOOD COLORS

18

34

42

6

DARK STAINS

50

7

34

9

MATTE SHEEN

8

66

20

6

GRAY STAINS

42

15

25

18

RED REMOVAL PRODUCTS

More Demand

Less Demand

Same Demand

Don't Know/Didn’t Sell