The Floor Is Changing: A New Material Is Quietly Replacing Parquet Across Europe

Floors are changing across Europe. According to the study “IC Customer Insight – Floor Coverings in Germany, Poland, Spain 2025” by Interconnection Consulting — based on 1,455 interviews with homeowners aged 18+ across the three countries, covering material preferences, brand awareness, and buyer behavior — demand for Luxury Vinyl Tiles (LVT) is on the rise. In Poland, 20.4% of non-satisfied homeowners are considering switching to LVT, while adoption in Germany already stands at 11.1%. Spain lags behind with 3.5%, but 12.6% plan to adopt it — highlighting a clear gap between current use and future demand.

This shift is putting pressure on traditional materials such as parquet. While wood flooring remains popular in Poland and Spain, Germany shows a more advanced transition: 65.9% of LVT owners say they would not switch back, signaling strong consumer satisfaction and pointing to broader European trends.

In contrast, ceramics remain dominant in wet areas. Tiles account for over 75% of bathrooms and kitchens across all three markets, confirming their continued relevance where moisture resistance is critical.

Meanwhile, textile and carpet flooring are falling out of favor. Nearly half of surveyed homeowners — 45.9% across the three countries — are considering replacing them with an alternative floor covering. Spain leads this trend, with close to 50% of respondents willing to make the switch.

Distribution dynamics are also evolving. Manufacturers are losing direct influence, ranking only third or fourth as a purchase channel, with their direct sales declaration share declining by 6.4 percentage points in Poland and 2.2 points in Germany in comparison to last year’s edition.

Retailers and specialist dealers increasingly shape decisions: in Germany, DIY chains account for 53.7% of purchases, while in Poland and Spain specialist stores lead with 47.2% and 37.8%, respectively. Notably, in Spain nearly 30% of purchases are made via installers or interior designers.

A major industry challenge is low brand visibility. Only 27.4% of homeowners can name the brand of their flooring, with figures as low as 19.7% in Germany. Instead, consumers recall retailers rather than manufacturers.

At the same time, digital research is becoming essential. Across the three countries, 65.5% of consumers research flooring online before making a purchase, indicating a clear shift toward digital decision-making.

“We are clearly seeing a market in transition. Consumer preferences are evolving faster than the installed base, while low brand awareness and the rise of digital research require companies to rethink how they engage with end customers,” said Aritz Blanco, author of the study.

Overall, the data points to a market where demand is shifting, consumers are increasingly informed, and brands must adapt quickly to remain relevant.