Paws on the Floor: How a pet boom is reshaping what homeowners want underfoot - June 2025

By Meg Scarbrough

Walk into any flooring showroom today, and you’re likely to hear a customer ask, “Is this good for dogs?” Not long ago, that might have seemed like a niche concern-something that only the most fastidious pet owners worried about. But today, it’s a driving force behind product innovation and a major influence on how Americans shop for flooring. Blame it on the paws.

Over the last decade-and especially following the lifestyle shifts triggered by Covid-19-pet ownership in the U.S. has surged. According to the American Pet Products Association (APPA), nearly 70% of U.S. households now own a pet. That represents millions of animals curled up on living room rugs, trotting across laminate or occasionally leaving behind messes on luxury vinyl.

This growth in pet companionship is more than a lifestyle trend-it’s a market force with real consequences for home design and product development. Pet owners today are no longer just seeking visually appealing floors. They want durability, low maintenance, safety and peace of mind. That means surfaces that can withstand scratches, spills and the everyday unpredictability of four-legged family members.

For flooring retailers, this presents both a challenge and an opportunity: meet rising demand with informed, trustworthy guidance, and you’ll build long-term customer loyalty.



A NEW PRIORITY IN THE SHOWROOM
The rise in demand marks a significant change from years past, when pet compatibility might have been an afterthought. Now, it’s one of the first things customers consider.

“We probably see more people today [asking about flooring for pets] than any time in my career, and it rises every couple of weeks,” says Bo Perkins of Knoxville-based Broadway Carpets and the owner of a 90-pound Bernadoodle.

Customers aren’t just asking whether a floor looks good. They want to know if it will survive zoomies, muddy paws and the occasional accident. They’re doing their homework too, often showing up with TikToks, product reviews or Reddit threads in hand.

“Customers are savvier than they’ve ever been, but they still need professionals to fill in the gaps,” says Kayla Simons, president of Nevada-based Desert Design Carpet One.

Their top concerns?
• Waterproofing to protect from accidents
• Scratch resistance from claws
• Stain and odor resistance
• Easy to clean and maintain
• Comfort and noise reduction
• Non-toxic and sustainable materials

While durability and scratch resistance rank among chief concerns for pet owners shopping for floors, in some markets like California and the Pacific Northwest, consumers are going a step further by asking about the chemical safety and environmental impact of flooring materials. Retailers in these regions report that pet owners often want hypoallergenic options or floors with low-VOC finishes to protect both their pets and their families.

“We get a lot of questions about what’s in the floor,”

Simons says. “People want to know that it’s safe for their pets to lie on.”

The flooring industry has clearly recognized that pets are a permanent part of modern households, and leading brands are innovating accordingly. Whether it’s advanced luxury vinyl planks, durable laminate or specially engineered carpet, pet-friendly flooring is no longer niche-it’s a mainstream demand.

So, what are the top options in the market right now, and what are retailers talking about?

HARD SURFACE AT A GLANCE
Today’s most pet-friendly hard surface flooring options are engineered with durability, moisture protection and ease of maintenance in mind, making them ideal for homes with dogs, cats and high pet traffic. These floors are typically either 100% waterproof or highly water-resistant, scratch-resistant and designed to withstand the daily chaos that comes with furry companions, from muddy paws to sharp claws.

Cali’s Longboards luxury vinyl collection is designed with active pets in mind. It features a waterproof construction, a scatch-resistant wearlayer and an antimicrobial surface that helps keep bacteria and odors at bay. It includes a composite core to help keep rooms quieter.

Shaw’s Floorté Pro line is another pet-friendly solution. This rigid core vinyl flooring is stain resistant, with a tough exterior that can handle everything from running dogs to claw marks. It delivers commercial-grade durability while retaining high-end visuals, making it popular in both residential and light commercial pet spaces.

Mohawk’s PureTech Premier takes pet protection a step further with its All Pet warranty, which covers all pet accidents. This luxury vinyl plank line is engineered to resist stains and odors, making it especially well-suited to homes with multiple pets or frequent indoor accidents. The rigid core construction ensures dimensional stability, even in humid or fluctuating environments.

For those who prefer the look and feel of real wood, AHF Products’ Dogwood Densified Wood offers a unique option. Unlike traditional hardwood, Dogwood is engineered using a densification process that dramatically increases its resistance to dents and scratches. It’s also treated for moisture resistance, offering real-wood aesthetics with performance features typically found in synthetic materials-a good solution for pet owners who love hardwood but need added durability.

Karndean’s Korlok Select is another luxury vinyl option built with pets in mind. It features a slip-resistant surface for improved safety, a waterproof rigid core and built-in acoustic backing that dampens noise from claws on the floor. Its realistic wood and stone visuals are paired with easy maintenance and quiet comfort.

Mannington’s Adura Max is a luxury vinyl plank offering that combines its proprietary ScratchResist surface technology with a waterproof core and built-in sound-reducing underlayment. This makes it ideal for multi-pet households, especially in multi-level homes where noise reduction is a bonus. The line offers a wide range of on-trend styles and colors to suit virtually any interior.

SOFT SURFACE AT A GLANCE
Carpet technology has made significant strides in recent years to better accommodate the needs of pet owners, blending traditional comfort with new levels of durability, stain resistance and odor control. Manufacturers have focused their innovations on addressing common challenges like pet accidents, shedding and claw damage, all while preserving the soft, plush feel that homeowners expect from carpeted floors.

Shaw’s Pet Perfect+ line exemplifies this evolution, offering a carpet specifically engineered for pet households. It features built-in stain and odor resistance and fiber constructions that make it harder for pet hair to cling, simplifying cleanup.

Mohawk’s SmartStrand Forever Clean pushes comfort and protection even further. This carpet features permanent, built-in stain protection and zero moisture absorption, which prevents pet odors from setting in.

The Dixie Group’s Pet Solutions collection is designed to resist fading, stains and odors even after repeated cleanings. This construction not only ensures color permanence but also allows for more aggressive cleaning methods, making it ideal for homes with pets prone to accidents. The carpet maintains a high-end aesthetic while standing up to heavy daily use.

Engineered Floors’ DreamWeaver PureColor line offers an affordable yet resilient option for pet owners. Its fibers are designed to resist both staining and fading, and many styles incorporate odor-reducing technology to keep indoor air fresher.

Across the board, these innovations reflect a larger trend in the flooring industry: making soft surfaces not only more livable for pet owners, but also longer-lasting, easier to clean and more resistant to the wear-and-tear of daily life with furry companions.

SMARTER SALES CONVERSIONS
With increasing options, the good news for retailers is that today’s consumers are prepared to spend on their furry loved ones.

In 2024, U.S. pet owners spent $152 billion on supplies, including food, vet care, grooming and, increasingly, home products like pet-friendly flooring. And that number is expected to reach $157 billion this year, according to the APPA.



Successful retailers are adapting their sales strategies to address this new wave of pet-focused customers. One of the most effective tools? Asking better questions.

From indoor/outdoor habits to breed size and energy level, sales teams are learning to dig deeper to understand how a home will be used. This enables them to suggest the most appropriate products and set realistic expectations.

“We do our best to try to qualify their lifestyle and see if they have pets or how big they are and then try to steer them into the right products so their expectations match the reality,” says Shane Sonberg, pet owner and president of Flooring America in Clive, Iowa.

Peter Beale of Sarasota, Florida-based Your Flooring Warehouse agrees. “Probably 80% of our job is to give them a correct answer because they do go online. Best-case scenario, they just get super confused; worst-case scenario, they’re reading stuff that’s not necessarily true. … So, a big part of our job is: 1. trying to set their mind at ease and 2. correcting what they read.”

“They latch onto one feature they read about and think that defines the best floor,” Simons adds. “…We have to help them see the bigger picture: how pets behave, how they use the home, and what that means for flooring.”

Retailers need to emphasize the importance of setting expectations and educating pet owners on the differences between waterproof and water-resistant products, how warranty terms work and which materials offer the best long-term performance.

“They might not understand that even if a product is ‘waterproof,’ moisture coming up from the concrete in a basement can still cause issues,” says Sonberg. “Scratching is another one; they might buy something thinking it’s indestructible, then their dog scratches it, and they don’t quite understand why that happens.”

One area of confusion for many consumers is flooring warranties, especially when pets are involved. Some products cover pet-related damage like urine stains, while others do not. Carpet warranties, for instance, might cover one type of accident but exclude another.

“Some warranties cover urine but not vomit,” Simons says. “You’ve got to be really clear about those things up front.”

Taking a proactive approach helps reduce post-sale frustrations and reinforces trust between retailers and customers, Sonberg says. “We haven’t seen a spike in warranty claims because we take the time to explain what’s covered and what’s not,” she adds. “That training makes all the difference.”

GETTING IN THE PET FLOOR GAME
For smaller flooring retailers looking to meet this growing demand, the advice is clear: stay informed, ask questions and be open to new products.

They also need to believe in the products they are selling.

“I think in today’s time, especially, the [flooring] story sells. People want to hear about the product, they want a story, they want to believe in it,” Perkins says, adding that it starts with training the sales team.

“We do regular trainings-at least once a month,” Sonberg adds. “Reps come in and demonstrate, they pour mustard or water on the carpet and show it doesn’t go through the backing. Once the staff sees that, they can relay it to customers. We definitely try to keep up on training with all the new pet-proof products coming out.”

Training staff to understand the nuances of each flooring category-and how pets affect performance-is crucial. So is keeping an open mind about emerging technologies and materials.

Simons also says it’s important to ask the right questions of the customer up front.

“We always ask if the customer has pets-even if they don’t bring it up themselves. That’s key,” she says.

As pet ownership continues to grow, the demand for pet-friendly flooring is expected to remain strong. Retailers who embrace this trend and position themselves as trusted advisors in this space stand to benefit from increased customer loyalty and sales.

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