NEW analysis of consumer search data, conducted by UK Flooring Direct, highlights the divide in the UK flooring market, with hard flooring options becoming an increasingly popular choice with modern homeowners.

Tiles and laminate are emerging as the UK’s most popular styles, while vinyl and wood continue to play important lifestyle-driven roles.

Insights from Google Trends and household spending data show tile flooring remains one of the UK’s most popular hard flooring types, especially in southern commuter towns including Epsom, Bromley and Beckenham. Tiles had an average search score of 59 when comparing data from the past 10 years.

Laminate flooring is the second most popular hard flooring option, with strength in northern cities such as Sunderland, Gateshead and Jarrow and an average search score of 56. Vinyl and wood remain important options across the UK, with average search scores of 44 and 26, respectively.

Julie Dove, head of merchandising and buying at UK Flooring Direct, said: ‘From what we’re seeing in the data, there’s a clear north-south split in flooring tastes. Laminate is hugely popular across the northeast, where younger, budget-conscious homeowners are looking for a stylish yet practical option.

By contrast, tiles are a favourite in the south, where people tend to invest in durable ‘finishes that stand the test of time.

‘There’s also a generational shift underway. Millennials and Gen Z homeowners are driving demand for laminate, tiles and vinyl because they’re easy to clean, family and pet-friendly, and fit with modern living. Meanwhile, wood flooring continues to appeal to those making an aspirational investment in timeless, natural beauty.’

While carpet still accounts for much of the UK’s overall household spend (87.5%), the story beneath the surface suggests hard flooring is the future. With tiles and laminate leading the way, and vinyl and wood providing versatile and aspirational choices, UK Flooring Direct says the market is more diverse and exciting than ever.

www.ukflooringdirect.co.uk