This project sought to evaluate the consumer acceptability of some of the lesser-used Canadian wood species with respect to value-added applications. Based on the recommendations of project liaisons across the country eleven species were chosen for the study. Of these there were four hardwoods and seven softwoods. Within this group of species some special topics such as old and second growth differences and blue-stained wood were addressed. In addition to the eleven “lesser used” species two “industry standard” species were included in the study to provide a benchmark.
Data was collected at the Toronto and Vancouver fall home shows. A booth was set up to display samples of each of the wood species. Consumers were asked to fill out a five to ten minute survey which asked which samples were most attractive, which best fit a set of ten descriptors, and which they would like to see used for a series of furniture and interior finish applications. In addition, information was collected on product purchase intentions and respondent demographics. A total of 1031 usable surveys were competed over the fours days of the Toronto show and the four days of the Vancouver show.
Furniture was more common than interior finish with respect to recent purchases. However, interior finish items were the top planned purchases. Of all products in the survey wood floors were the top product in terms of future purchase intentions.
As expected colour and grain are the most important attributes consumers consider when evaluating the look of wood. The top descriptors were warm and classic. However it is interesting that the lower ranked descriptors of modern and cool saw the greatest differences based on demographic segments.
Demographics played a major role in species selection. There was a marked urban / suburban split in the selection of wood species. Urban respondents selected a wider range of species and were looking for looks beyond just warm and classic. Suburban respondents tended to choose red toned species with a warm or classic look. With respect to gender, women generally gravitated to one or two species while men’s species choices were more diverse. From a provincial perspective Ontario respondents chose more red toned woods while BC respondents chose lighter woods for some applications.
Species Overview
White birch
The flat grain profile of white birch was one of the top selections of respondents in this study. The red tone of white birch heartwood is viewed as warm, one of the highest ranked attributes respondents were seeking. While other hardwoods finished above white birch for furniture it was generally among the top choices. The strongest result for white birch was in floor applications.
Red alder
Red alder was noted by respondents for its classic look. It was often chosen for diningroom and livingroom applications where a classic look is desired. Red alder was also chosen quite for kitchen cabinet applications. Red alder finished much stronger than industry standards, and was chosen over red oak for flooring.
Broadleaf maple
Broadleaf maple was the top hardwood species in the study. It is also only the species in the study where edge grain was consistently chosen over flat grain. The edge grain was viewed as both classic and warm. Application opportunities are good for all furniture and for flooring. In the flat profile broadleaf maple was viewed as more neutral. Overall, it was a popular species in both profiles.
Trembling aspen
Trembling aspen was chosen consistently as the least attractive species in the study. This was due to its very bright colour, not its grain. This said there are some opportunities for aspen. It was generally viewed to have a modern and cool look. This look was popular with younger urban respondents. Kitchen cabinets were the best application prospect for aspen.
Amabilis fir
No notable results, positive or negative, emerged for amabilis fir.
Douglas fir (Old, Second)
Second growth Douglas fir was a popular sample set in the study. Flat grain was viewed as warm, but not classic. Overall, it was viewed to be in the top half of the samples as most attractive. Edge grain second growth Douglas fir on the other hand was highly cited as least attractive. This was due to its very pronounced grain. When both flat and edge grain appeared in the same survey the flat grain was viewed as most attractive of all samples and the edge grain was viewed as least attractive. There is a niche for edge grain however. It was viewed as modern, distinctive, and to a lesser extent exclusive. It was more popular with men and with Ontario respondents.
Western hemlock (Old, Second)
Old growth hemlock in the flat profile showed strongly in the study. Its erratic grain pattern was viewed as an exclusive and sometimes natural look. It was generally chosen for use in cabinets and floors. Bedroom furniture is the best furniture prospect.
Lodgepole pine (clear, major blue stain, minor blue stain)
Lodgepole pine generally did not register as an attractive or non-attractive species. Edge grain lodgepole pine was seen to have a natural look.
Blue-stained samples were viewed to be very unattractive in general. Some respondents did chose these samples for a cool, natural, and distinctive look. The sample with mild blue stain was a surprise choice for bedroom furniture.
Western larch
This is the top softwood species in the study. Western larch was viewed as both warm and classic for its deep red tone. In the survey setup with two industry standards western larch was the clear favourite for most attractive. It was chosen over red oak for flooring. Western larch was strong for all furniture applications and for flooring.
Subalpine fir
Subalpine fir was a surprisingly popular species. In the flat grain profile it was popular for its gradual transition for earlywood to latewood, giving it a clean and natural look. Bedroom furniture is the best prospect for subalpine fir.
Tamarack
Due to a sample with significant defects no clear conclusions can be made about tamarack.
Red oak
Red oak was noted for its classic look. It surprisingly was not seen to be a warm species. The application where it faired well against the other species was floors, a traditional market for red oak.
Sugar maple
Sugar maple was viewed as modern and cool, the two least important attributes. It is interesting that it did finish strong for kitchen cabinets, a current strong market for the species in new homes and renovations.
Applications
Furniture
In general, respondents were seeking a warm look for furniture. For diningroom and to a lesser extent livingroom furniture respondents also looked for a classic look. In bedrooms there were some respondents who chose a lighter natural look.
Interior finish
Of all application looked at in this study, kitchen cabinets saw respondents being most adventuresome. Though a warm look still dominated, a good portion of respondents chose lighter cabinets, and cabinets with distinct grain patterns. For wood floors respondents usually chose species with warm red tones and soft grain patterns. Wood moldings did not generate any significant trends.