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Paint and Wallcoverings - US - March 2010

The paint and coatings market has seen shipment values fall for the third consecutive year in 2009. Although paint has outperformed some other DIY segments in the consumer market, in the professional market paint sales have plummeted as new home construction has ground to a virtual standstill. This has been an over-riding negative force, which several positive drivers have not been strong enough to counteract.

This report examines overall shipment data and trends for the market as a whole, and for major segments in both interior and exterior coatings. Also included in this report:

  • How the market has been affected by the recession and by changes in consumer behavior, green building legislation, “cocooning,” the on-going needs for maintenance and repairs and demographic changes
  • Major suppliers, focusing on advertising and branding strategies as well as new product introductions and innovations
  • How mass merchandisers, department stores and hardware stores have been reaching out to DIYers, developing private label brands and promoting paint
  • Consumer attitudes and behaviors including type of paint and wallcovering products that different consumer groups are buying and using, as well as what rooms they are painting and decorating
  • The most active DIY groups, and consumers most likely to hire professional help
  • How wallpaper is being applied and removed, and how much consumers are spending on wallpaper
  • Retailers favored by different consumer groups

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising videos
                • Abbreviations and terms
                • Executive Summary

                  • Shipments fall steadily in 2007-09, but maintenance keeps the market from contracting as much as housing overall
                    • Further weakness expected in 2010; pent-up demand can build awhile longer
                      • Paint/wallcovering outperforms other DIY segments in depressed home channel market
                        • Ceramic tiles and wall paneling compete with more traditional paint and wallpaper
                          • Shipments and trends in major segments
                            • Home centers/lumberyards remain dominant retail channel, but see declines since 2006
                              • Retailers compete heavily in the paint segment, show mixed results
                                • Home ownership and real estate transactions drive painting/wallcovering activity
                                  • Ongoing need for maintenance, “cocooning” and product innovations do propel some sales
                                    • Consumer concerns with chemicals, “green” building codes and legislation all drive interest in low/no-VOC paints
                                      • Major acquisitions change global supply structure
                                        • All nine major U.S. paint suppliers post sales declines in 2009
                                          • Wallcoverings receive limited advertising compared to robust campaigns of paint companies
                                            • Major themes in TV advertising of major paint companies
                                              • Branding showcases beauty, performance, durability and innovations; includes private labels and licensing
                                                • Innovators/Innovations in “green” products and other areas
                                                  • Consumer findings
                                                    • Incidence of painting and other wallcovering, trended data stable
                                                      • Rooms redecorated
                                                        • Reasons for redecorating… or failing to do so
                                                          • Wallcovering application, removal and spending
                                                            • Home centers have dominant role as retailers
                                                              • Brands for interior paint, exterior paint and stains
                                                                • Variations seen on basis of race/Hispanic origin
                                                                • Insights and Opportunities

                                                                  • “Value” a key area of focus in the current economic environment
                                                                    • Deeper investment in promoting “green” products
                                                                      • Showcase aspirational side of “green” living with gamut of colors and creative possibilities
                                                                        • Professional paint services for aging Boomers, women and Asians
                                                                          • “Trend-setting” multi-ethnic consumers warrant focus with designer brands, home improvement shows and fashionable wallcoverings
                                                                          • Inspire Insights

                                                                            • Customization
                                                                              • What’s it about?
                                                                                • What we’ve seen
                                                                                  • Implications
                                                                                    • Color-Changing Home Appliances
                                                                                      • Changing the look of home
                                                                                        • Gazing at the Stars in your Bedroom
                                                                                          • You are in control
                                                                                            • Rediscovering Arts in the Downturn
                                                                                              • Good for you and for everyone
                                                                                                • No Boundaries
                                                                                                  • Many Mes
                                                                                                    • Holiday as Luxury
                                                                                                    • Market Size and Forecast

                                                                                                      • Key points
                                                                                                          • Figure 1: Total manufacturer shipments of interior and exterior paint, at current prices, 2004-12
                                                                                                          • Figure 2: Total manufacturer shipments of interior and exterior paint, at inflation-adjusted prices, 2004-12
                                                                                                      • Competitive Context

                                                                                                        • Key points
                                                                                                          • Broader downturn drives declines in home channel market
                                                                                                            • Figure 3: Total home channel retail sales*, at current prices, 2003-08
                                                                                                            • Figure 4: Total home channel retail sales, at inflation-adjusted prices, 2003-08
                                                                                                          • As consumers cut back, painting and redecorating competes with other household projects
                                                                                                            • Wall paneling and ceramic tiles offer competition, especially at the high end
                                                                                                              • Figure 5: Home improvement/decorating projects undertaken by self or professional in the past two years, December 2009
                                                                                                            • Drop in ceramic tile usage in 2007-08 suggests paint offers appealing, cheaper alternative
                                                                                                              • Figure 6: Total U.S. usage of ceramic tiles, in thousands of square feet, 2003-08
                                                                                                          • Overall Segment Performance

                                                                                                            • Key points
                                                                                                                • Figure 7: Manufacturer shipments of architectural paints and coatings, by type, 2007 and 2009
                                                                                                            • Segment Performance—Interior Paint

                                                                                                              • Key points
                                                                                                                • All interior paint
                                                                                                                  • Figure 8: Manufacturer shipments of interior architectural paints and coatings, 2004-12
                                                                                                                • Interior water-based paints
                                                                                                                  • Figure 9: Manufacturer shipments of interior water-based architectural paints and coatings,
                                                                                                                • Interior solvent-based paints
                                                                                                                  • Figure 10: Manufacturer shipments of interior solvent-based architectural paints and coatings,
                                                                                                              • Segment Performance—Exterior Paint

                                                                                                                • Key points
                                                                                                                  • All exterior paint
                                                                                                                    • Figure 11: Manufacturer shipments of exterior water-based architectural paints and coatings, 2004-12
                                                                                                                  • Types of exterior water-based paints
                                                                                                                    • Figure 12: Manufacturer shipments of exterior water-based architectural paints and coatings,
                                                                                                                  • Types of exterior solvent-based paints
                                                                                                                    • Figure 13: Manufacturer shipments of exterior solvent-based architectural paints and coatings, by type, 2007 and 2009
                                                                                                                • Retail Channels

                                                                                                                  • Key points
                                                                                                                    • Broader home channel sales by retail channel, 2006-08
                                                                                                                      • Figure 14: U.S. home channel sales*, by select retail channels through which paint/wallcovering is sold, 2006-08
                                                                                                                    • Trended data show significant shifts in retail choices seen
                                                                                                                        • Figure 15: Trended purchase source for paint and wallcoverings project supplies, 2003-09
                                                                                                                      • Home improvement stores
                                                                                                                          • Figure 16: Revenues for the three largest home improvement chains, 2006-09
                                                                                                                        • Department stores/mass merchandisers
                                                                                                                          • Figure 17: Home improvement revenues for Sears and Walmart, 2006-08
                                                                                                                        • Hardware stores
                                                                                                                            • Figure 18: Membership and revenues for leading hardware buying cooperatives, 2008 and 2009
                                                                                                                          • Paint and wallcovering specialty stores
                                                                                                                            • Figure 19: Number of stores and annual sales for leading specialty paint/wallcovering retailers, 2006-08
                                                                                                                          • Online retailing
                                                                                                                          • Market Drivers

                                                                                                                            • Key points
                                                                                                                              • Home ownership and the real estate market
                                                                                                                                • Homeowners more likely to paint
                                                                                                                                  • Figure 20: Undertook painting, wallcovering or installed siding in the last 12 months, April 2008-June 2009
                                                                                                                                • Moving into a new home or preparing one for purchase motivates painting/redecorating
                                                                                                                                  • Figure 21: Reasons for undertaking home improvement/redecorating projects, by age, December 2009
                                                                                                                                • Housing market falls from 2006-09
                                                                                                                                  • Figure 22: Sales of existing and new single-family homes, 2001-09
                                                                                                                                • Ongoing need for maintenance in aging housing stock and foreclosed properties
                                                                                                                                  • Figure 23: Foreclosure filings, by percentage of U.S. housing units, 2006-09
                                                                                                                                • “Cocooning” offers an upside to the downturn
                                                                                                                                  • Innovative products, new colors and designs also boost demand for paint and wallcovering
                                                                                                                                    • Green movement, DIY stores and shows, building standards and legislation drive demand for low-VOC paints
                                                                                                                                      • Consumer concern with the environment in general and chemicals in the home in particular
                                                                                                                                        • Figure 24: Influence of green factors in purchasing of green varnish/paint, 2008 and November 2009
                                                                                                                                      • “Green” buildings and products showcased in stores and in DIY programs
                                                                                                                                        • New building standards and green certification programs drive demand for low-VOC paints
                                                                                                                                          • Legislation also supports demand for low-VOC paints
                                                                                                                                            • Innovations also improve quality and reduce cost of eco-friendly paint options
                                                                                                                                            • Leading Companies

                                                                                                                                              • Key points
                                                                                                                                                • Leading global suppliers of paint and coatings
                                                                                                                                                    • Figure 25: Annual coatings sales revenues for top 15 largest global coating suppliers, 2006 and 2008
                                                                                                                                                  • Profiles of leading suppliers with significant presence in U.S. paint market
                                                                                                                                                    • AkzoNobel
                                                                                                                                                      • PPG Industries
                                                                                                                                                        • Sherwin-Williams
                                                                                                                                                          • RPM
                                                                                                                                                            • Valspar
                                                                                                                                                              • Masco
                                                                                                                                                                • Benjamin Moore
                                                                                                                                                                  • Dunn-Edwards
                                                                                                                                                                    • Kelly-Moore
                                                                                                                                                                      • Wallcovering Companies
                                                                                                                                                                        • Blue Mountain Wallcoverings
                                                                                                                                                                          • Blonder Home
                                                                                                                                                                            • York Wallcoverings
                                                                                                                                                                            • Brand Qualities

                                                                                                                                                                              • Key points
                                                                                                                                                                                • AkzoNobel’s Revamped Glidden brand emphasizes inspiring confidence and helping launch projects
                                                                                                                                                                                  • PPG’s brands (Olympic, Pittsburgh Paints, Porter) showcase tradition, durability and eco-friendliness
                                                                                                                                                                                    • Sherwin-Williams combines retro label with modern looks, user-friendly tools
                                                                                                                                                                                      • RPM’s brands (Rust-Oleum, Zinsser, NanoShield) highlight quality, innovation and functionality
                                                                                                                                                                                        • Valspar’s brands range from a nostalgic and traditional to hip and carefree
                                                                                                                                                                                          • Masco showcases performance and innovation with Behr brand
                                                                                                                                                                                            • Benjamin Moore offers long tradition and eco-friendly identity
                                                                                                                                                                                              • Kelly-Moore showcases expertise, hands-on approach and personal service
                                                                                                                                                                                              • Innovation and Innovators

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Innovators in green products, practices and promotion
                                                                                                                                                                                                    • Benjamin Moore offers patented system to bring range of colors to no-VOC paints
                                                                                                                                                                                                      • Kelly-Moore boasts “green business” designation, recycled and low-VOC paints
                                                                                                                                                                                                        • Sherwin-Williams offers GreenSure designation and expanded green paint selection
                                                                                                                                                                                                          • PPG showcases green products with dedicated website, “ecological” logo and sponsorships
                                                                                                                                                                                                            • Other areas of innovation in paint, primers and coating products
                                                                                                                                                                                                              • Low-VOC self-priming paints with wide color range in premium lines
                                                                                                                                                                                                                • Products that help reduce household odors and block stains
                                                                                                                                                                                                                  • Paints with reduced drying time
                                                                                                                                                                                                                    • Paints formulated to work on a range of surfaces
                                                                                                                                                                                                                      • Paint offering greater coverage and thus higher value
                                                                                                                                                                                                                        • Innovations in branding and marketing strategies
                                                                                                                                                                                                                          • AkzoNobel undertakes major overhaul of Glidden consumer brand and launches Glidden Professional brand
                                                                                                                                                                                                                            • Benjamin Moore offers iPhone application for matching color and finding stores
                                                                                                                                                                                                                              • In wallcoverings, York Company spearheads innovation in design, licensing and appliqués
                                                                                                                                                                                                                              • Advertising and Promotion

                                                                                                                                                                                                                                • Overview and key points
                                                                                                                                                                                                                                  • Olympic showcases value of home and family
                                                                                                                                                                                                                                    • Figure 26: Olympic, 2009
                                                                                                                                                                                                                                  • Glidden hones in on independent, single women
                                                                                                                                                                                                                                    • Figure 27: Glidden, 2009
                                                                                                                                                                                                                                  • Valspar and Benjamin Moore highlight beauty and color with artistic ads
                                                                                                                                                                                                                                    • Figure 28: Valspar, 2009
                                                                                                                                                                                                                                    • Figure 29: Benjamin Moore, 2009
                                                                                                                                                                                                                                  • Behr showcases qualities of new, innovative product line
                                                                                                                                                                                                                                    • Figure 30: Behr, 2009
                                                                                                                                                                                                                                  • Sherwin-Williams addresses a variety of consumer needs
                                                                                                                                                                                                                                    • Figure 31: Sherwin-Williams, 2009
                                                                                                                                                                                                                                  • Private label brands
                                                                                                                                                                                                                                    • Licensed brands
                                                                                                                                                                                                                                      • Websites of major paint and wallcovering suppliers
                                                                                                                                                                                                                                      • Incidence of Painting and Other Wallcovering

                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                          • Interior wall-painting most popular DIY project
                                                                                                                                                                                                                                            • Figure 32: Home improvement/decorating projects undertaken by self or professional in the past two years, December 2009
                                                                                                                                                                                                                                          • DIY painting and decorating activity highest among those aged 18-44
                                                                                                                                                                                                                                            • Figure 33: Home improvement/decorating projects undertaken by self in the past two years, by age, December 2009
                                                                                                                                                                                                                                          • In hiring professional help, more parity seen across age brackets
                                                                                                                                                                                                                                            • Figure 34: Home improvement/decorating projects undertaken by hired professional in the past two years, by age, December 2009
                                                                                                                                                                                                                                          • Income drives painting and decorating activity
                                                                                                                                                                                                                                            • Figure 35: Home improvement/decorating projects undertaken by self in the past two years, by household income, December 2009
                                                                                                                                                                                                                                          • Trended data show no significant drop in painting from 2007-09
                                                                                                                                                                                                                                            • Figure 36: Trended incidence of interior and exterior painting, 2003-09
                                                                                                                                                                                                                                        • Rooms Redecorated

                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                            • Younger DIYers more active, paint and paper more rooms
                                                                                                                                                                                                                                              • Figure 37: Rooms decorated, by age, December 2009
                                                                                                                                                                                                                                            • Income drives number of spaces that are painted or redecorated
                                                                                                                                                                                                                                              • Figure 38: Rooms decorated, by household income, December 2009
                                                                                                                                                                                                                                          • Reasons for Redecorating

                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                              • Replacing old paint/paper is prime reason, though 18-44s also seek new looks and style
                                                                                                                                                                                                                                                  • Figure 39: Reasons for undertaking home improvement/redecorating projects, by age, December 2009
                                                                                                                                                                                                                                                • With increased income, seeking new looks and using DIY shows for ideas increases
                                                                                                                                                                                                                                                  • Figure 40: Reasons for undertaking home improvement/redecorating projects, by household income, December 2009
                                                                                                                                                                                                                                              • Reasons for Not Redecorating

                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                  • Figure 41: Reasons for not undertaking painting/wallcovering, by gender, December 2009
                                                                                                                                                                                                                                              • Wallpapering

                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                  • Figure 42: Wallpapering application and preparation, December 2009
                                                                                                                                                                                                                                              • Place of Purchase

                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                  • Home centers are dominant retailers for supplies
                                                                                                                                                                                                                                                    • Figure 43: Retailers used for painting/wallcovering products, by gender, December 2009
                                                                                                                                                                                                                                                  • 18-44s shop at greater range and number of retailers
                                                                                                                                                                                                                                                    • Figure 44: Retailers used for painting/wallcovering products, by age, December 2009
                                                                                                                                                                                                                                                  • Upper-income HHs show highest use of specialty paint stores and remodeling stores
                                                                                                                                                                                                                                                    • Figure 45: Retailers used for painting/wallcovering products, by household income, December 2009
                                                                                                                                                                                                                                                • Paints and Stains: Brands

                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                    • Interior paint brands
                                                                                                                                                                                                                                                      • Figure 46: Brand of interior paint used for those who painted in the last 12 months, April 2008-June 2009
                                                                                                                                                                                                                                                    • Exterior paint brands
                                                                                                                                                                                                                                                      • Figure 47: Brand of exterior paint used for those who painted in the last 12 months, April 2008-June 2009
                                                                                                                                                                                                                                                    • Brands of staining products
                                                                                                                                                                                                                                                      • Figure 48: Brand of stain used for those who did interior/exterior staining in the last 12 months, April 2008-June 2009
                                                                                                                                                                                                                                                  • Race and Hispanic Origin

                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                      • Blacks undertake the least painting/decorating, Hispanics the most
                                                                                                                                                                                                                                                        • Figure 49: Home improvement/decorating projects undertaken by self in the past two years, by race/Hispanic origin, December 2009
                                                                                                                                                                                                                                                      • Asians show strongest use of professional services
                                                                                                                                                                                                                                                        • Figure 50: Home improvement/decorating projects undertaken with hired help in the past two years, by race/Hispanic origin, December 2009
                                                                                                                                                                                                                                                      • Blacks and Hispanics show higher interest in matching furniture/décor and in ideas from DIY shows
                                                                                                                                                                                                                                                        • Figure 51: Reasons for undertaking home improvement/redecorating projects, by race/Hispanic origin, December 2009
                                                                                                                                                                                                                                                      • Hispanics use the greatest range and number of retailers
                                                                                                                                                                                                                                                        • Figure 52: Retailers used for painting/wallcovering products, by race/Hispanic origin, December 2009
                                                                                                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                                                                                                        • DIY Remodelers
                                                                                                                                                                                                                                                          • Who they are
                                                                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                                                                              • Remodelers Who Hire
                                                                                                                                                                                                                                                                • Who they are
                                                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                                                    • Savers
                                                                                                                                                                                                                                                                      • Who they are
                                                                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                                                                                                            • Figure 53: Paint and wallcoverings clusters, December 2009
                                                                                                                                                                                                                                                                            • Figure 54: Home improvement/decorating projects undertaken (self or other person in household) in the past two years, by paint and wallcoverings clusters, December 2009
                                                                                                                                                                                                                                                                            • Figure 55: Home improvement/decorating projects undertaken (hired someone to do it) in the past two years, by paint and wallcoverings clusters, December 2009
                                                                                                                                                                                                                                                                            • Figure 56: Rooms decorated, by paint and wallcoverings clusters, December 2009
                                                                                                                                                                                                                                                                            • Figure 57: Self-designated identity of consumers who have undertaken home improvement/decorating, by paint and wallcoverings clusters, December 2009
                                                                                                                                                                                                                                                                            • Figure 58: Reasons for undertaking home improvement/redecorating projects, by paint and wallcoverings clusters, December 2009
                                                                                                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                                                                                                            • Figure 59: Paint and wallcoverings clusters, by gender, December 2009
                                                                                                                                                                                                                                                                            • Figure 60: Paint and wallcoverings clusters, by age, December 2009
                                                                                                                                                                                                                                                                            • Figure 61: Paint and wallcoverings clusters, by income, December 2009
                                                                                                                                                                                                                                                                            • Figure 62: Paint and wallcoverings clusters, by race, December 2009
                                                                                                                                                                                                                                                                            • Figure 63: Paint and wallcoverings clusters, by Hispanic origin, December 2009
                                                                                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                                              • Self-designated groups have different demographic profiles
                                                                                                                                                                                                                                                                                  • Figure 64: Self-designated identity of consumers who have undertaken home improvement/decorating, December 2009
                                                                                                                                                                                                                                                                                • Expert DIYers and trendsetters show the highest painting/decorating levels
                                                                                                                                                                                                                                                                                    • Figure 65: Home improvement/decorating projects undertaken in the past two years, by self-designated identity, December 2009
                                                                                                                                                                                                                                                                                    • Figure 66: Rooms decorated, by self-designated identity, December 2009
                                                                                                                                                                                                                                                                                    • Figure 67: Reasons for undertaking home improvement/redecorating projects, by self-designated identity, December 2009
                                                                                                                                                                                                                                                                                    • Figure 68: Reasons for undertaking home improvement/redecorating projects, by self-designated identity, December 2009
                                                                                                                                                                                                                                                                                • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                  • Use of professional help highest for those with HH income of $75K+
                                                                                                                                                                                                                                                                                    • Figure 69: Home improvement/decorating projects undertaken with hired help in the past two years, by household income, December 2009
                                                                                                                                                                                                                                                                                  • Men more likely to find inspiration in DIY TV shows
                                                                                                                                                                                                                                                                                    • Figure 70: Reasons for undertaking home improvement/redecorating projects, by gender, December 2009
                                                                                                                                                                                                                                                                                  • Over-65s least likely to perceive need to paint
                                                                                                                                                                                                                                                                                      • Figure 71: Reasons for not undertaking painting/wallcovering, by age, December 2009
                                                                                                                                                                                                                                                                                    • Cost and not being allowed to paint are significant barriers to redecorating for lower-income HHs
                                                                                                                                                                                                                                                                                        • Figure 72: Reasons for not undertaking painting/wallcovering, by household income, December 2009
                                                                                                                                                                                                                                                                                      • Amount spent on wallpapering
                                                                                                                                                                                                                                                                                        • Figure 73: Amount spent on wallpapering, by those who wallpapered in the last 12 months, April 2008-June 2009
                                                                                                                                                                                                                                                                                      • Simmons data on painting/wallcovering and the types of paint used for specific tasks
                                                                                                                                                                                                                                                                                        • Figure 74: Undertook painting, wallcovering or installed siding in the last 12 months, April 2008-June 2009
                                                                                                                                                                                                                                                                                      • Interior painting
                                                                                                                                                                                                                                                                                        • Figure 75: Type of interior paint used by those who painted in the last 12 months, April 2008-June 2009
                                                                                                                                                                                                                                                                                      • Exterior painting
                                                                                                                                                                                                                                                                                        • Figure 76: Type of exterior paint used by those who painted in the last 12 months, April 2008-June 2009
                                                                                                                                                                                                                                                                                      • Staining
                                                                                                                                                                                                                                                                                        • Figure 77: Type of staining used in the last 12 months, April 2008-June 2009
                                                                                                                                                                                                                                                                                      • Demographic profiles of self-designated groups
                                                                                                                                                                                                                                                                                        • Value-conscious consumers
                                                                                                                                                                                                                                                                                          • Figure 78: Profile of value-conscious consumers, December 2009
                                                                                                                                                                                                                                                                                        • Environmentally-conscious consumers
                                                                                                                                                                                                                                                                                          • Figure 79: Profile of environmentally conscious consumers, December 2009
                                                                                                                                                                                                                                                                                        • Home entertainers
                                                                                                                                                                                                                                                                                          • Figure 80: Profile of at-home entertainers, December 2009
                                                                                                                                                                                                                                                                                        • Expert or very active home remodelers
                                                                                                                                                                                                                                                                                            • Figure 81: Profile of expert or very active home remodelers, December 2009
                                                                                                                                                                                                                                                                                          • Trendsetters
                                                                                                                                                                                                                                                                                            • Figure 82: Profile of trendsetters, December 2009
                                                                                                                                                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                                                                                          • Co-operative Group
                                                                                                                                                                                                                                                                                          • Dunn-Edwards Corporation
                                                                                                                                                                                                                                                                                          • Eddie Bauer
                                                                                                                                                                                                                                                                                          • Greenfield Online
                                                                                                                                                                                                                                                                                          • Home & Garden Television
                                                                                                                                                                                                                                                                                          • Home Depot (USA)
                                                                                                                                                                                                                                                                                          • Home Improvement Research Institute
                                                                                                                                                                                                                                                                                          • Imperial Chemical Industries PLC
                                                                                                                                                                                                                                                                                          • Major League Baseball
                                                                                                                                                                                                                                                                                          • Martha Stewart Living Omnimedia Inc.
                                                                                                                                                                                                                                                                                          • Morgan Stanley
                                                                                                                                                                                                                                                                                          • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                                                                                                                                                                          • National Association of Realtors (NAR)
                                                                                                                                                                                                                                                                                          • National Paint and Coatings Association (NPCA)
                                                                                                                                                                                                                                                                                          • Osborne & Little
                                                                                                                                                                                                                                                                                          • Paint and Decorating Retailers Association (PDRA)
                                                                                                                                                                                                                                                                                          • Target Corporation
                                                                                                                                                                                                                                                                                          • Tesco (US)
                                                                                                                                                                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                          • U.S. Environmental Protection Agency
                                                                                                                                                                                                                                                                                          • U.S. Green Building Council (USGBC)
                                                                                                                                                                                                                                                                                          • US Department of Commerce
                                                                                                                                                                                                                                                                                          • Wallcoverings Association
                                                                                                                                                                                                                                                                                          • Walmart Stores (USA)

                                                                                                                                                                                                                                                                                          Paint and Wallcoverings - US - March 2010

                                                                                                                                                                                                                                                                                          £3,174.67 (Excl.Tax)