Hardwood flooring discovered itself in a unique predicament in 2020-- substantial demand in the 2nd half of the year coupled with raw material scarcities inconvenienced to fill inventories. Nevertheless, brand-new technologies in constructions and finishes, along with gratitude for all-natural materials motivated by the pandemic, have actually positioned the hardwood market for growth.
Numbers narrate for hardwood
According to Catalina Research, hardwood flooring sales, in manufacturers' dollars, might have declined by 3.6 percent in 2020, while square foot sales have dropped by 4.6 percent. In 2020, wood flooring could have represented 12.9 percent of total U.S. flooring dollar sales, reported Catalina.
"Many of the 2020 numbers were influenced by COVID shutdowns," claimed Mohawk's director of hardwood and laminate Adam Ward. "If you take Q2  out of the picture, it'd be hard to compare that with everything taking place. What our retailers and the market saw once points opened in Q3 and Q4 were nice increases. And things look also better this year than last."
With COVID-shutdowns requiring lots of people to stay home, customers had a lot more unrestricted spending money, be it from government benefits or not having the ability to take vacations or eat out at restaurants.
"Many used those accumulating discretionary dollars on house improvements, which included flooring," stated NWFA president and CEO Michael Martin. "The good news is, wood continues to be the top flooring option for consumers. Just take a look at all the faux-wood product lines on the stock market today-- they resemble hardwood due to the fact that consumers want wood. All this accumulated savings, and the continuing wish for genuine hardwood products, has led to one of the busiest years NWFA members have ever before experienced. NWFA contractors inform us that they are reserved for months out, some even for the entire year. They are having to refuse work since they can not get to the jobs in a timely fashion."
Demand performed in truth comes roaring back. Shared Dan Natkin, vice president of hardwood and laminate at Mannington, "For me, the most intriguing thing last year is we had a two and a half month slowdown from COVID and then the rocket ship started in late June and never slowed down," he stated, further explaining, "Historically, what we commonly see in Q4 are flooring sales slowing down as customers purchase holiday presents or are getting their homes all set for the holidays. However last year, the cycle extended through the end of the year and right into 2021."
Additionally, Martin claimed NWFA manufacturers are having difficulty keeping up with demand.
"A few months ago, one of our members informed us they were back-logged 700,000 square feet, which they were not estimating costs up until the real manufacture date since the lumber market was so unstable," he said. "That has actually steadied a little bit in recent weeks, yet need is still surpassing supply, in addition to readily available proficient ability to install it."
Still, the market and the industry are strong, said Tommy Maxwell, owner of Maxwell Hardwood Flooring. "Prices are high and remain to go up with the cost of lumber and demand but business is great," claimed Maxwell. "We're purchasing new equipment and we were completely prepared to buy lumber last year-- we loaded the wagon which has actually paid huge returns."
And as home values increase, consumers are seeking to make continued investments in their homes and that includes putting up hardwood.
"Wood flooring is preferable and it increases customer self-confidence in acquiring a wood flooring which has actually aided the group over the past year-- the acknowledgment of its lasting efficiency versus several of the other classifications," said Natkin. "The attractive aspect of a hardwood floor is it looks much better in time and the same can not be claimed about a printed product line."
While American OEM saw a dramatic boost in sales last year-- some 25 percent, according to CEO Don Finkell-- the industry is now encountering all sorts of disruptions.
"Last year when points were looking unpleasant, lots of people cut back yet then demand did come back and the supply chain is not able to keep up," he clarified. "Components for timber flooring like cores-- which are imported-- that cost has tripled for birch core, as an example. There's competition from various other industries for plywood and other standard components remain in short supply which suggests the expense is up, even if you can obtain them."
Indeed, a shortage of resources is making it unbelievably challenging to solve demand. "Raw material rising cost of living began in the third and fourth quarter of last year and it's more of a variable of demand shed in COVID and a slower home builder market due to COVID, and afterward appearing of it with the remodel side being strong. All of that combined caused a much more powerful than prepared for Q4 and relocating into 2021," clarified Natkin.
Raised costs coupled with an absence of competent labor has had an effect, said AHF's vice president of marketing and product development Wendy Booker. "We made investments to enhance our general efficiency to make sure that we obtain optimal top quality and output from our operations," she claimed.
2 of the biggest factors affecting the hardwood market, said Maxwell, are lumber supply and labor. "We acquired heavy equipment last year when the marketplace wasn't as solid and there was concern surrounding the pandemic. We shut back yet not down also throughout the most awful parts of the pandemic," he shared. "We paid workers extra, we kept track of sickness and time off to look after family members or to quarantine if needed. The concern currently is a lack of interest in work due to the extra stimulus and unemployment benefits. We're still not a complete team but it's getting more detailed. We have actually incentivized and provided employing benefits which have actually helped."
Hardwood flooring sales-- both dollars and units-- additionally remain to be tested by stiff core flooring and rising hybrid products on the market, provided Drew Hash, vice president of difficult surface area classification management, Shaw Residential.
"Specifically when contending at the coveted $2.99 retail price point," he said. "Improvements in innovation have actually dramatically improved aesthetic realistic look in various other hard surface area categories, making it challenging to tell the difference as soon as an item is mounted. This pattern began before current cost increases and has been further impacted by present inflationary pressures, affecting many sellers and builders to look for alternative tough surface area constructions to remain within consumer/end-user budgets."
Hardwood as well has seen developments in modern technology that have actually positioned it competitively, permitting timber products to now provide the sorts of water-resistant properties and guarantees today's consumers are searching for.
"We continue to see the hybrid construction market forming as consumers and stores become a lot more knowledgeable about those choices and think it will certainly grow over the next number of years," claimed Mohawk's Ward. "We're most likely to continue to concentrate on newer choices with the right design and style as the wood remains to innovate and remain relevant in the market."
Without a doubt, hybrid alternatives are gaining ground. "Without a doubt, some of the new hybrid constructions are starting to take share and we have actually been seeing this occurring for the past 15 years or so," stated Natkin. "We're seeing wood on SPC in addition to some other introductions right into that hybrid classification. It's not its very own standalone classification yet however it is absolutely taking share."
Various other recent innovations-- consisting of water- and moisture-resistance and enhanced completing technologies-- have made hardwood "a lot more attractive to the critical consumer seeking an elevated aesthetic yet still calling for an easy-to-maintain, worry-free product," stated Shaw's Hash.
And while COVID brought so many difficult obstacles it additionally changed the buyer's state of mind to embrace the use of even more natural materials, including hardwood.
"With COVID in the news for the past year-and-a-half, health has been a massive focus for many people. Consumers are ending up being a lot more educated concerning the health of their home environment and understand that all-natural flooring products provide the healthiest choice. As a result, there presently is a large need for all-natural products, including genuine wood floors," claimed NWFA's Martin. "NWFA recently performed its yearly market study and found out that despite the uncertainty many companies experienced at the start of the pandemic, they had their ideal year ever before. Demand was up, orders were up, sales were up and earnings were up. That trend shows no sign of slowing in the future."
"We're seeing greater consumer gratitude for wood a lot more than a few years back. Timber is viewed as natural and authentic and there's been a revival of timber's assumption in customer minds."-- Don Finkell, American OEM
imports have long held a crucial location in the hardwood market however over the past year, deliveries have actually dropped. Actually, according to Catalina Research, import shipments in 2020 decreased by 10.3 percent in square feet after a 27.5 percent drop in 2019. The sharp drop in deliveries from China, particularly, led to the decline.
This sharp decrease of imports from China, reported Catalina, reflects the boost in the anti-dumping tariff rates on Chinese-made crafted wood flooring set by the Commerce Department and the 301-tariff enforced by the Trump Administration. Increasing tariffs led to greater import prices, which increased 10.5 percent annually between 2018 and 2020. Consequently, deliveries of U.S.-made timber flooring might have increased in 2020 in spite of the pandemic lockdowns.
"The flooring industry has actually really felt substantial pressure as delivery container scarcity and space on ships, not simply from China however most of Asia, have created an ongoing products dilemma and rising costs for importers and their consumers," shared AHF's vice president of advertising and product advancement Wendy Booker. "While we are accustomed to rising and falling prices for sea products based on supply/demand, the industry has never ever seen anything near what it's experiencing right now. We expect rivals who rely upon imports, especially from China, will assess alternate production sources, including residential manufacturing."
Worldwide production remains to shift to various other Oriental countries. "We've been seeing extra supply relocating from China to Southeast Asia, Vietnam, Cambodia, and in many cases the Philippines," said Mannington's vice president of hardwood and laminate Dan Natkin. "The biggest issue now is escalating container costs influencing timber imports."
Unpredictability too has actually increased as antidumping and import tariffs challenge the international supply chain. "Lead times and prices have actually increased and that's strengthened the story we inform around domestic products where the supply chain is much better and the processes are much more secure. We can get the product out quicker which is a challenge for imports in today's environment," claimed Mohawk's director of hardwood and laminate, Adam Ward.
Certainly, this positions domestic vendors competitively. "I had potential consumers state they're seeking domestic timber alternatives to imported timber since it's so challenging to get products from abroad which's practical for residential distributors," claimed Don Finkell, CEO of American OEM. "One huge advantage is we're below and able to transform orders around however scarcities have actually triggered us to have longer lead teams and have actually made it hard for us to make the most of core toughness. Customers recognize however that it's a global problem."
One of the greatest influences seen in the hardwood market, offered by Dan Natkin, vice president of hardwood and laminate at Mannington Mills, is a trimming result at the entry-level rate point for hardwood items.
"Products like LVT taken in that bottom end of the hardwood market. Inverted to that, over the last couple of years, has actually been a renewal in the mid to upper rate factor-- when a consumer is selecting a timber flooring they tend to purchase a better product and they're going all out in bigger amounts. Timber is no longer simply going in one space; customers are doing their entire home or a whole flooring," he claimed.
And this move to the upper end can be seen in the numbers, shared Mohawk's director of hardwood and laminate Adam Ward. "The average ticket price is rising and the wood market is staying on top of fads. So, for us, staying on top of design and style is crucial in hardwood in order to make certain we're supplying what consumers are seeking," he stated.
The specialized market, as a matter of fact, has been "incredible," stated Tommy Maxwell, owner of Maxwell Hardwood Flooring. "Seven-inch broad, four-foot-long or longer white oak is doing extremely well. We're not a specialty mill however we will certainly make specialty items since customers will certainly ask and we have actually been seeing a lot of growth in the market," he said.