Monday, April 27, 2026 from Floor Covering Weekly

What works where & why
By Kirk Hamlet

Among the many variables home builders need to keep in mind, choosing hard surface narrows their focus. The criteria comes down to performance, installation efficiency and supply reliability, with design playing a supporting role that still needs to meet rising buyer expectations. Across all categories, the common denominator is that products must support the demands of the jobsite while also delivering long-term value for homeowners.

Mohawk’s Jessica White, senior director of design strategy, reported that builders shop for durability first and foremost, but not at the expense of design. “The expectation now is that a floor has to perform and still deliver a warm, elevated look that fits the way the home lives.”

According to Shaw Floors, builders are zeroing in on fundamentals that reduce risk and keep projects moving, said Christine Slaughter, vice president of design and marketing. “Home builders are prioritizing durability, water resistance, ease of installation and dependable supply when selecting hard surface flooring,” she shared. “Consumers also look for scratch resistance, cleanability and long-term performance in their hard surface flooring, expecting these floors to be long-lasting. Products that are easy and fast to install are also important. Style and design also matter; new-construction buyers also want the latest looks for their new homes, but performance and predictability increasingly drive final specifications.”

The emphasis on predictability goes beyond product attributes. Brendan Ball, AHF’s vice president of sales, builder channel, pointed directly to domestic manufacturing as a strategic lever. “Builders continue to prioritize reliability, speed and installation efficiency, and domestic manufacturing has become even more central to those priorities. U.S.-made products give builders shorter lead times, predictable supply and protection from tariff or geopolitical disruptions — critical advantages when schedules are tight,” he said.

Ben Wood, hard surface product category manager at Engineered Floors (EF), explained the shift as a technical one, stating, “Builders are moving toward high-performance, application-specific engineering. It’s about matching the right ‘core’ to the right room.”

Leaders & Laggards

Rigid core appears to dominate the builder conversation. Its balance of waterproof capabilities, strength and easy installation has made it the default specification in many applications.

“Rigid core (SPC and WPC) remains the leading hard-surface category in the builder market,” Slaughter said. “It’s a combination of waterproof performance and ease of installation makes it popular across both single-family and multifamily new construction.”

Ball reinforced that position while broadening the context across materials. “Builders continue to use hardwood, rigid core, LVT and tile for different reasons, but resilient categories have gained momentum because of their jobsite flexibility and performance.”

EF’s Wood added, “The leader is undoubtedly Rigid Core (SPC) like our PureGrain Endure, because of its high-indentation resistance. However, Laminate is making a massive comeback (our PureGrain Renew) because it is PVC-free, sustainable offers superior scratch resistance that surpasses many vinyl products. The ‘trailing’ category is traditional glue-down LVT which requires more subfloor prep than builders typically want to handle.”

At the same time, no category operates in isolation. Hardwood maintains its status as a premium option, while tile continues to anchor wet and wellness spaces. Laminate, long considered secondary, is showing signs of renewed relevance tied to sustainability and scratch resistance.

Ball offered an important caveat for perspective on category performance. “Categories tend to trail only when they lack this level of flexibility or require more specialized labor than builders can reliably secure.”

Product Portfolios Built for Builders

To cover a wide range of builder needs, companies are bolstering product portfolios from entry-level specifications to high-design projects.

Shaw’s approach focuses on scope and variety. “Shaw offers a broad resilient portfolio tailored to builder needs, including hardwood, SPC and WPC rigid core, flexible LVT/LVP and laminate. The portfolio is designed to span multiple price points and construction types, giving builders flexibility while maintaining consistent performance standards and design options,” Slaughter shared.

AHF’s portfolio leans heavily into domestic production and brand equity, spanning rigid core, hardwood, LVT and tile under established names.

“Our offering spans all major hard-surface categories builders rely on for a comprehensive, U.S.-anchored portfolio that supports every major builder application,” Ball said.

That includes rigid core with varied formats and performance layers, engineered and solid wood, flexible LVT systems and porcelain tile solutions designed for both interior and exterior use.

EF has taken a system-based approach with its PureGrain platform. “We offer a comprehensive ‘PureGrain’ suite under our Dwellings® builder brand,” Wood said, pointing to rigid core, laminate, WPC and flexible installation options designed to address specific jobsite conditions.

Noted Mohawk’s White, “We cover the full spectrum — from engineered wood and sheet goods to LVP, laminate (RevWood) and hybrid resilient (PureTech). But what really matters is this: once we understand how the homeowner lives, we can guide them to the right category — and from there, the design follows.”

Jobsite Demands

Across flooring options, the value proposition is grounded in solving the real-world constraints of labor availability, installation timelines and minimizing callbacks.

“Shaw’s builder and multifamily products are curated to support builders’ priorities in installation efficiency, durability, consistency and design,” Slaughter said. “Shaw’s innovative performance technologies lead in scratch resistance and long-term wear, and water-proof constructions help reduce callbacks.”

AHF’s Ball emphasized performance under imperfect conditions, stating, “For example, rigid core floors that tolerate extreme temperatures from 0°F to 160°F, require no acclimation and can be installed before HVAC is running help builders keep projects moving regardless of climate or job site readiness.”

Wood highlighted risk mitigation and speed as critical differentiators. “Features like our One2Click systems and attached acoustical pads mean floors go down faster and quieter,” he said. “Our PureGrain High-Def is produced domestically, meaning faster delivery and no supply chain headaches.”

Where Products Perform Best

Application-specific performance influences the way builders deploy each category throughout the home. Rigid core and LVT, for example, are positioned as whole-home solutions, namely in high-traffic or moisture-prone areas.

Shared White, “If a builder is looking to run flooring seamlessly throughout the entire home — including full baths — LVP is the ideal solution. It offers the highest level of water resistance and allows for that full-home continuity without additional steps.”

“Rigid core and LVT are ideal for any and all spaces in the home, including but not limited to kitchens, living areas, hallways, bathrooms, mud rooms, laundry, entryways and ground-level spaces, where moisture exposure and foot traffic are highest,” Slaughter shared.

EF draws sharper distinctions by zone. “[In] kitchens & entryways, PureGrain Endure (SPC) or PureGrain High-Def are the winners here because they handle heavy foot traffic and are 100 percent waterproof,” Wood said. “[For] second floors & bedrooms, we recommend PureGrain Comfort (WPC) or PureGrain Renew (Laminate). They offer better sound absorption and a ‘warmer’ feel, which is a priority for quiet zones.”

AHF too outlined a similar segmentation strategy with its portfolio. Added Ball, “Solid and engineered hardwood provides a timeless, natural warmth that increases property resale value, while noting porcelain tile “shines in bathrooms, wellness spaces and indoor–outdoor transitions.”

He also pointed to rigid core’s role in challenging construction environments. “U.S.-made rigid core performs exceptionally well in new construction environments with temperature swings, direct sunlight, or incomplete HVAC, thanks to its 0°F–160°F tolerance and no-acclimation installation.”

Builders are not experimenting for the sake of it. The current playbook involves specifying materials that install quickly, perform predictably and meet buyer expectations on durability and design. Rigid core leads because it checks the most boxes. Hardwood retains its premium position. Tile remains essential where moisture and design intersect. The differentiation now comes down to execution. Manufacturers that deliver consistent supply, application-specific performance and credible brand value are the ones earning specification share.