New survey shows Tredaire and Duralay are at least four times more popular than competitor brands.
A new market survey has shown that Interfloor’s leading underlay brands, Tredaire and Duralay, are still the most popular with consumers. The survey was carried out by an independent marketing services company (dR) in November 2011. The internet survey asked 1,051 consumers whether they had bought a new underlay with their carpet and which brands, of all the leading players in the market, they recognised.
Steve Woodhead, marketing director at Interfloor, commented on the results. “Periodically we like to check on the consumer’s perception of underlay brands, including ours. It’s important that the consumer recognises and trusts leading brands and that, in turn, helps the retailer sell branded products with confidence. We’re encouraged that Tredaire and Duralay are maintaining their popularity with consumers but we have work to do to raise interest in the category so that more people choose to buy a branded underlay with their new carpet.”
In terms of brand awareness Duralay came first with 31%, Tredaire was second with 27%, followed by Cloud 9 at 7%, Carpenter at 5% and Hyper at 3%. The survey also found that 49% of consumers had bought a new underlay with their carpet. “The results are similar to the previous survey. I was quite surprised to find that 49% of consumers said that they had bought an underlay with their carpet. This is exactly the same as a survey we did before the recession and it suggests that retailers have been very effective at retaining underlay volumes despite very challenging market conditions,” says Woodhead.
“We need to ensure that interest in the leading underlay brands, like Tredaire and Duralay, is nurtured. They increase customer satisfaction and re-purchase through the retailer, and this improves retailer margins. We will improve and extend our range of branded point of sale to support the retailer in selling our brands.”
