New Chadwicks Group research reveals what homeowners prioritise when choosing flooring and how this compares with what industry experts see in practice

• 91% of homeowners say flooring makes an important difference to the overall look and feel of their home
• Durability is homeowners’ number one consideration when choosing flooring, ahead of price and appearance
• 85% of industry experts regularly recommend alternative flooring choices that are better suited to customers’ space or needs
• Almost half (48%) of homeowners have regretted a flooring choice, revealing what they would prioritise differently next time
• Natural wood finishes top both homeowners’ and industry experts’ lists of styles most likely to stand the test of time

30 September 2026: Irish homeowners say durability is the most important factor when choosing flooring, ahead of price and appearance, according to new research from Chadwicks Group. The findings also reveal the role of style in the decision-making process, with 93% of industry experts saying customers are often drawn to how flooring looks when making their final choice.

The research also provides insight into what homeowners learn from previous flooring choices. Almost half (48%) say they have regretted a flooring choice, while more than four in ten (43%) have opted for a cheaper flooring option and later wished they had spent more.

The research, conducted among 750 homeowners and 100 industry experts in the Republic of Ireland, explores what homeowners prioritise when choosing flooring, what industry experts see in practice and what people would consider differently when making their next choice.

What Homeowners Want vs. What Experts See

When asked to identify the single most important consideration when choosing flooring, homeowners put durability first (25%), ahead of price (22%), appearance and style (17%) and ease of cleaning and maintenance (13%).

Industry experts also see style playing an important role in the final decision. More than nine in ten (93%) say customers are often drawn primarily to how flooring looks when choosing an option for their home.

This is where expert advice can help customers balance style with practical considerations, with 85% of industry experts saying they regularly recommend alternative flooring choices better suited to customers’ space or needs.

Four in ten (40%) also say durability is something homeowners commonly underestimate when choosing a floor, followed by overall quality (36%) and cleaning and maintenance (29%).

When it comes to style, however, homeowners and industry experts are on the same page. Natural wood finishes top both groups’ lists of flooring styles most likely to stand the test of time, chosen by 40% of homeowners and 44% of industry experts.

Lessons Learned: What Homeowners Would Do Differently

Almost half (48%) of homeowners say they have previously regretted a flooring decision, providing some useful insight into what matters once people have lived with their choice. Among those homeowners, nearly a quarter (23%) found their flooring showed dirt too easily, while 22% said it was difficult to clean or maintain and the same proportion felt the quality wasn’t as good as expected.

The findings also highlight the importance of balancing upfront cost with longer-term value. More than four in ten (43%) homeowners have previously chosen a cheaper flooring option and later wished they had spent more. Among this group, 38% said the quality wasn’t as good as expected, while 27% said the flooring didn’t last as long as expected.

Those experiences are also shaping what homeowners would prioritise next time. Among those who have regretted a choice, 22% would choose flooring better suited to the room, 22% would opt for something easier to clean and maintain, while 21% would choose something more durable.

Commenting on the findings, Zoe McGrath, Category Manager at Chadwicks, said:

“Choosing flooring is a balance between finding a style you love and making sure it works for your home and everyday life. The findings show that style, durability and practicality all play an important role, and getting the right balance can make a real difference over the lifetime of a floor.

“Taking some time to consider the room, maintenance and how the flooring needs to perform can help customers make a more informed choice. Our teams at Chadwicks can talk customers through the options and help them find flooring that suits their style, lifestyle and budget.”

Whether updating one room or undertaking a larger renovation, Chadwicks offers a range of flooring options backed by expert advice in branch.

As part of the Chadwicks Autumn Sale, homeowners and trade customers can avail of offers across selected flooring and home improvement products until Saturday, 21 November 2026. Customers can visit their local Chadwicks branch or chadwicks.ie to explore the range and find out more.