Al vender pisos, El diseño es tan importante como el rendimiento.. Para muchas personas, this is the primary consideration. Of course, buyers still expect high-quality flooring, but their choices are increasingly influenced by the color, texture, and feel of the flooring. As manufacturers continue to use technology to create ultra-realistic appearances, design is becoming one of the main selling points of engineered flooring.
European white oak has always dominated the engineered flooring market, but industry leaders say that consumer preferences are beginning to change. “For many years, the hard surface wood flooring market has been dominated by the appearance of oak,” said David Moore, vice president of product management at Mohawk. “The light sanding treatment – from a texture perspective – and the relatively light color, from a color perspective, belong to the light color range. This might be the biggest color trend.”
Moore pointed out that hickory and exotic woods like acacia are also becoming increasingly popular. “We do see some customers preferring them,” he said. “I do see a certain degree of resurgence of hickory and the distinctive maple with interesting mineral textures and light-dark areas.”
Doug Jackson, CEO of CALI, said that oak can still drive sales, but he added: “We noticed that people are interested in that slightly aged, more lived-in appearance. This prompted us to develop the Santa Cruz series. We hope to capture that laid-back coastal characteristic embodied in aged wood.”
Terry Marcatta, vice president of the residential style department at Mannington Mills, pointed out the current range of popular wood types. “Classic wood species like oak, hickory, maple, and walnut are still very popular, while exotic woods like acacia and teak are gaining attention due to their unique characteristics,” he said.
In addition, Natalie Cardi, director of hard surface products at Shaw Floors, said: “In recent years, as consumer preferences have expanded, engineered flooring has made a comeback in the market. Although the entire engineered flooring industry may not have grown, we have seen mixed changes in the channels. Previously, the engineered flooring industry was mainly traded in home centers. However, with the introduction of innovative wood-like products, some market share has been seized by professional retail stores.”
Changes in color preferences
Color trends are gradually moving away from cool grays. Moore said: “Bright colors, white, and beige are still important components of the market, but they are approaching the end of their lifecycle. Colors like cool grays – definitely are fading out of fashion.”
Instead, warmer, more natural tones are becoming popular. Jackson said: “Soft, natural neutral colors undoubtedly dominate the country. We see customers gradually moving away from the dark gray that was popular a few years ago and favoring warmer, more organic tones.”
Marcatta called this difference a regional divergence. “Coastal and western regions prefer lighter, sun-bleached and whitened tones, creating a relaxed beach vibe; while the Midwest and Northeast tend to favor richer medium tones, latte-colored brown, and classic oak colors,” he said.
Cardi added: “West coast and coastal regions have lighter, softer, and less granular tones, ranging from light gold to medium-toned grayish brown. In contrast, the central region of the United States has a preference for medium-toned brown, with richer textures, and a more traditional wooden visual effect.”
Eric Ruppert, senior director of product marketing and category management at Engineered Floors, said: “From a color perspective, warm, rustic, and neutral tones are currently popular across the country.” He also said: “We have also observed that those who pursue a bold traditional style have once again shown a renewed demand for darker, more dramatic wooden visual effects.”
Además, Natalie Sheffield, the director of sales and hard surface design at Stanton Company, stated that the company has been committed to enriching the product range. “The Nuvo series offers a wide variety of color options, ranging from traditional and vintage tones to fashionable and modern colors. Regional preferences often influence demand. Por ejemplo, coastal-style colors and classic traditional tones tend to perform strongly in specific markets.”
Technology enhances aesthetics
Over the years, the quality of laminate flooring has significantly improved, and its reputation and marketing have also improved. “Laminate flooring is no longer a low-cost option – consumers expect and receive a realistic effect,” Jackson said. “Texture is crucial. The NaturaMatte embossing process we launched in Santa Cruz can bring the real touch of untreated wood, which is exactly what homeowners are seeking.”
Rupert added: “Today’s consumers no longer view laminated boards as a cheap substitute for real wood; they consider it a high-quality, durable and aesthetically pleasing choice, thanks to better-performing products.” He said, “Most of our new PureGrain Renew products use the synchronous embossing (EIR) technology.”
In Mannington, texture and surface treatment are key differentiators. “Hand-scraped and steel brush-treated surfaces add a sense of authenticity in terms of touch, while wider boards create a modern feel.”
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