The resilient flooring category has grown by leaps and bounds over the last decade, and today clocks in as the biggest segment in flooring—outstripping carpet as No. 1 in 2022. But with LVT and rigid core—namely WPC/SPC—the last innovations to successfully grab market share, some might wonder: what’s next? Well, for many—flooring retailers and end-users included—PVC-free is the answer.
But first, what is PVC and why has it come under scrutiny of late? Suppliers say there’s a variety of concerns. “PVC is considered the most environmentally damaging plastic and one of the most toxic substances for inhabitants of our planet,” explained Derek Welbourn, CEO, Inhaus. “From cradle to grave, the PVC life cycle results in the release of toxic, chlorine-based chemicals, and it is one of the world’s largest dioxin sources. These toxins build up in water, air and food chains. They cause severe health problems.”
Over the last several years, consumers have begun to show a growing concern for their health and the health of their environment. It’s no surprise that those concerns have begun to bleed into their purchasing decisions. Today, consumers are much more aware of the products they bring into their homes and their impact on the home—flooring included. “The growing demand for PVC-free resilient flooring reflects a deeper desire for healthier homes and more sustainable choices,” David Moore, Mohawk’s senior product director, told FCNews. “Consumers are increasingly prioritizing products that are both socially responsible and free from harmful substances. PureTech, crafted with a renewable, organic core, perfectly meets this rising interest. By choosing PureTech, customers embrace a flooring solution that aligns with their values, paving the way for a cleaner and more responsible future.”
However, health and environmental stewardship are not the only reasons, especially for the flooring community. “PVC-free flooring products have gained popularity among the retail community due to concerns over product performance associated with traditional vinyl flooring, such as durability and appearance issues, which pushed retailers to seek more reliable alternatives,” said Karel Vercruyssen, president, US Mills. “The industry is also ready for something new, as vinyl flooring has dominated the market for a while now, leading to a desire for fresh, innovative solutions. With improvements in design, performance and affordability, PVC-free flooring offers retailers an appealing alternative that reduces the risk of returns and warranty claims while meeting evolving customer preferences.”
Gabrielle Raskin, director of business development, Raskin Industries, agreed, noting the potential this new category of resilient flooring has moving forward. “PVC-free products are driving the flooring industry to innovate, offering durable, long-lasting solutions without red list materials,” she said. “This shift marks a big step forward, benefiting consumers and the environment by providing safer, more sustainable flooring options.”
Doug Robinson, director of sales, Eva-Last, also noted the possibility of long-lasting impacts of PVC-free products. “The significance of the PVC-free segment is its potential to reshape industry standards,” he said. “By prioritizing non-toxic materials, this segment promotes healthier indoor environments, aligning with growing public health concerns. It also reflects a broader shift toward sustainability in design and construction.”
What’s more, suppliers noted that these eco-friendly solutions have also become much more attainable. “I think popularity has grown as pricing become more attractive,” Drew Wiley, product manager, AHF Products, told FCNews. “At one time you were forced to pay a heavy premium for a high performing, PVC-alternative; today, that’s no longer the case. I think consumers are looking for green alternatives at an affordable price. They want to contribute to a better earth and cause less harm from a material sense, as long as it doesn’t hurt their wallet too much. This has caused suppliers to take PVC-free products more seriously.”
US Mills’ Vercruyssen agreed, adding, “As costs for alternatives decrease and awareness rises, more companies and consumers are opting for PVC-free options, further expanding the market.”
Demand in commercial flooring
While environmental stewardship at the consumer and retail level is somewhat new on the residential side of the business, it’s been the cost of entry on the commercial side for years. However, PVC-free is where the newness comes into play.
“Commercial customers in particular have expressed a growing desire for PVC-free resilient flooring,” Candi Hampton, senior director – sustainability, Shaw Industries, told FCNews. “As a result, manufacturers continue to innovate and offer customers a wide variety of options including bio-based products, mineral core and other platforms. Demand has grown as architecture firms and others set design standards related to material ingredients that aim to avoid PVC products.”
Clifton Warnock, vice president of product line management, Milliken Flooring, also noted the growing understanding of the impact of product choices in the built environment among those involved. “The popularity of PVC-free products is fueled by growing education about material choices in interior environments. As a science-backed organization, we are committed to advancing technology that improves material health. We believe this segment will continue to grow as the demand for healthier and more sustainable interior spaces increases. PVC-free products expand the resilient category by attracting new customers who prioritize health and sustainability.”
Choice is also a main driver for the commercial flooring industry. “[PVC-free products] give customers options, which is so important,” explained Paul Young, senior vice president, product innovation and design, Tarkett North America. “There’s no single answer to the environmental challenges we face, which is why Tarkett has taken a holistic approach to sustainability for decades. We’ve established healthy material commitments and climate targets across all our products and manufacturing sites. We’ve done this because it’s the right thing to do, but also because our customers need and deserve reliable flooring options that align with their goals and values.”
Residential
Mohawk: PureTech
Mohawk’s PureTech line of waterproof resilient flooring is 100% PVC-free, contains 70% total recycled content and features an 80% renewable organic core. In addition to sustainable attributes, PureTech also features WetProtect, offering a lifetime surface and subfloor waterproof warranty. It is also 3x more scratch resistant and backed by a no-hassle pet scratch warranty. Expertly crafted with premium embossing and a beveled and painted edge, PureTech’s ultra-realistic finish aims to embody the allure of natural hardwood at comparable market pricing.
Inhaus: Ceramin Icon
Ceramin Icon is 100% free from PVC, formaldehyde, phthalates or other plasticizers and features ultra-low VOC emissions. It is also 100% recyclable and can be recycled with common household recyclable plastics. What’s more, it contains 25% post-consumer materials such as yogurt cups and packaging. It is dimensionally stable, scratch and stain resistant and ultra dent resistant, plus waterproof.
US Mills: EcoDense
EcoDense, an American-crafted, carbon-negative flooring, is made from 90%+ renewable content that is designed to balance strength and flexibility with its high-density waterproof and PVC-free core. With ultra-low gloss, stylish designs and exceptional resilience, it stands as an ideal sustainable choice for active families.
Raskin Industries: Stone + Wood
Stone + Wood is a PVC-free floor that fuses stone and wood emphasizing the best qualities of both raw materials. Contemporary designs in 10 colors create a sophisticated mid-tone palette. A fine wood texture is achieved via HD Tru Grain, and a thin, color-infused bevel gives an authentic wood look. Stone + Wood is 100% waterproof, impact resistant and dimensionally stable. Its AC5 rating and Raskin Scratch Proof Finish makes it suitable for commercial applications.
AHF Products: Ingenious Plank
This hybrid resilient flooring is 100% PVC-free and does not include any ortho-phthalates, halogens, plasticizers, chlorine, heavy metals or conflict materials. It’s also 40% lighter than traditional rigid core products, which makes it easier to handle.
Eva-Last: Tier Element
Tier Element is a recyclable PVC-free flooring designed to be both beautiful and functional. The company is currently building out Tier Element’s distribution network and will be showcasing all 30 colors at TISE 2025 in January.
Commercial
Interface: norament pado
Inspired by ancient terrazzo, norament pado is free of PVC and other halogenated polymers or phthalate plasticizers, making it a safe, low-emission and low-pollutant flooring product for any space. The tiles feature a variegated granular design with a slightly structured two-tone surface for maximum demands. It is designed to withstand spaces with heavy foot traffic and has a lifespan of at least 40 years, suitable for the rigors of high-performing spaces.
Shaw Contract/Patcraft: EcoWorx
In mid-2024, Shaw introduced EcoWorx Resilient, a PVC-free, fully recyclable resilient product that meets commercial customers’ performance, design, sustainability and pricing criteria. With striking color and pattern capabilities, the product offers design freedom while standing up to scratches, stains, scuffs and rolling and static loads. The product, which is made with up to 25% post-consumer recycled content, derived from products like yogurt cups and laundry detergent containers, also features attributes like recyclability and carbon neutrality. Further, it has a Declare label, product specific EPD and an HPD.
Milliken: Merge Forward
The PVC-free Merge Forward collection was designed to look beautiful and perform at the highest level. The three patterns and 12 colorways were inspired by the captivating textures and beneficial environmental impact of mangrove forests. All of the products in the Merge Forward collection are certified Red List Free.
Tarkett: Collective Pursuit
Tarkett’s new Collective Pursuit plank and tile collection, which the company says rivals traditional LVT in terms of performance, are made without polyvinyl chloride and are LBC Red List Free. This new offering rounds out the non-PVC Tarkett Solution SPECtrum, which includes ethos carpet tile and more.
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