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Paint and Wallcoverings - US - November 2018

"An improved economy coupled with genuine interest in décor is benefitting the paint and wallcoverings market, which is viewed as a feasible way to refresh and update the look and feel of a room. As the emerging generation of new DIYers engages in wall projects that allow them to add a personal touch to their homes, they are turning away from traditional retailers in lieu of mass and online retailers that offer on-trend designs and a convenient shopping experience."

- Rebecca Cullen, Household Care Analyst

This report examines the following issues:

  • Category participation remains stable
  • Appeal to consumers throughout various lifestages, living situations 
  • Big box home centers most shopped, yet younger adults shop category differently
  • How adults shop the category differs by age 
  • Paint projects and personal style go hand in hand 
  • Evolving the shopping experience

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Category trends
          • Category participation remains stable
            • Figure 1: Adult painting participation in the last 12 months, winter 2009-18
          • Appeal to consumers throughout various lifestages, living situations
            • Figure 2: Any painting and wallcoverings projects planned, among 18-44-year-olds, renters, and urban dwellers, September 2018
          • Big box home centers most shopped, yet younger adults shop category differently
            • Figure 3: Select retailers shopped, by age, September 2018
          • How adults shop the category differs by age
            • Figure 4: Brand and style influence on paint purchases, brand preferences for paint and wallpaper, by age, September 2018
          • Paint projects and personal style go hand in hand
            • Figure 5: Attitudes toward style, by age, September 2018
          • Evolving the shopping experience
            • Figure 6: Select attitudes toward technology and barriers, select paint and wallpaper shopping preferences, September 2018
          • What it means
          • The Market – What You Need to Know

            • Painting participation unchanged
              • Media playing key role in category
                • Market factors point to category growth
                • Market Perspective

                  • Category participation stable
                    • Figure 7: Adult painting participation in the last 12 months, winter 2009-18
                  • Social media, design shows changing the home improvement game
                  • Market Factors

                    • Millennials slow to buy first home, start a family
                      • Figure 8: Homeownership rate, by age of householder, 2017
                    • Home renovation trends provide positive outlook
                      • Figure 9: NAHB Remodeling Market Index (RMI), 2010-18
                  • Key Players – What You Need to Know

                    • Big box home centers dominate, yet mass gaining traction
                      • Removable wallpaper is sticking around
                        • Retailers need to evolve the shopping experience
                        • What’s Happening?

                          • Home improvement retailers continue to dominate
                            • Mass merchandisers look to capture larger share of the market
                              • Figure 10: Target Magnolia Home social media campaign, June 2018
                            • Leading brands monopolize category, new collections drive “other” brand sales
                              • Figure 11: Interior paint brand usage, January 2017- March 2018
                            • Peel and stick option reinvigorates wallpaper
                              • Figure 12: Wallpaper frustrations, past and future wallpaper projects, September 2018
                              • Figure 13: Target paint and wallpaper section, Chicago (Oak Lawn, Orland), October 2018
                            • Home is where health is
                              • Who’s doing it well:
                              • What’s Next?

                                • Offering a new shopping experience
                                  • Premium and personalized
                                    • Figure 14: Farrow & Ball paint and wallpaper selection, in Chicago, September 2018
                                    • Figure 15: Farrow & Ball interior and exterior of store, Chicago, September 2018
                                  • Try before you buy
                                    • The era of social shopping
                                      • Figure 16: Social media usage, by age, September 2018
                                    • Tech platforms bring new inspiration and visualization
                                      • Paint your personality
                                      • The Consumer – What You Need to Know

                                        • Interior painting most common project, lifestage drives participation
                                          • Younger shoppers gravitate away from traditional retailers
                                            • Wall decorating projects driven by want rather than a need
                                              • Practical attributes critical for paint purchases
                                                • Well-known brands have strong pull
                                                  • Wall decorating tied to personal style, visualization tools hold appeal
                                                  • Painting and Wallcoverings Projects

                                                    • Interior and easy to manage paint projects most popular
                                                      • Figure 17: Painting and wallcoverings projects undertaken and planned, September 2018
                                                    • Younger adults have future wall decorating ambitions
                                                      • Figure 18: Painting and wallcoverings projects undertaken and planned, by age, September 2018
                                                    • Parents are active participants in paint and wallpaper projects
                                                      • Figure 19: Select paint and wallcovering projects undertaken and planned, by parental status, September 2018
                                                    • Wallpaper appealing option for lower income and urban dwellers
                                                      • Figure 20: Select paint and wallcovering projects undertaken and planned, by residence, living location, and household income, September 2018
                                                  • Retailers Shopped

                                                    • Big box home centers dominate retail landscape
                                                      • Figure 21: Retailers shopped, September 2018
                                                    • Type of project dictates where adults shop
                                                      • Figure 22: Retailers shopped, by select paint and wallcovering projects undertaken, September 2018
                                                    • Younger adults head to mass and online
                                                      • Figure 23: Select retailers shopped, by age, September 2018
                                                  • Reasons for Undertaking Projects

                                                    • Participation is lifestyle driven rather than necessity
                                                      • Figure 24: Reasons for undertaking painting and wallcovering projects, September 2018
                                                      • Figure 25: Target home décor section with wallpaper and paint display, Chicago (Oak Lawn), October 2018
                                                    • 25-34’s have more reasons to participate
                                                      • Figure 26: Select reasons for undertaking painting and wallcovering projects, by age, September 2018
                                                    • Tap into renters’ motivations
                                                      • Figure 27: Select reasons for undertaking painting and wallcovering projects, by residence, living location, September 2018
                                                  • Paint Purchase Influencers

                                                    • Practical attributes top ranked, yet style more important than brand
                                                      • Figure 28: Paint purchase influencers, September 2018
                                                    • Durability, price reach widest audience
                                                      • Figure 29: TURF analysis – Paint purchase influencers, September 2018
                                                    • Methodology
                                                      • The importance of style, safety, and recommendations skew younger
                                                        • Style
                                                          • Safety and eco-friendly
                                                            • Recommendations and reviews
                                                              • Figure 30: Select paint purchase influencers, by age, September 2018
                                                          • Preferences for Paint/Wallpaper Shopping

                                                            • Well-established brands preferred
                                                              • Inspiration and selection process could be improved with technology
                                                                • Selection and visualization process:
                                                                    • Figure 31: Preferences for paint/wallpaper shopping, September 2018
                                                                  • Younger adults’ inspiration sources drive brand preferences
                                                                    • Figure 32: Brand preferences for paint/wallpaper, by age, September 2018
                                                                  • Online and in-person advice influence overwhelmed younger adults
                                                                    • Figure 33: Pre-purchase process and shopping frustrations, by age, September 2018
                                                                • Attitudes toward Technology and Style

                                                                  • Visualization tools could reach wide audience
                                                                    • Figure 34: Interest in technology, September 2018
                                                                    • Figure 35: Interest in technology, by age, September 2018
                                                                  • Wall décor is reflection of style
                                                                    • Figure 36: Attitudes toward style, September 2018
                                                                    • Figure 37: Attitudes toward style, by age, September 2018
                                                                  • Younger participants less confident in skills, voice safety concerns
                                                                    • Figure 38: Participation barriers, September 2018
                                                                    • Figure 39: Participation barriers, by age, September 2018
                                                                • Appendix – Data Sources and Abbreviations

                                                                  • Data sources
                                                                    • Consumer survey data
                                                                      • Consumer qualitative research
                                                                        • Abbreviations and terms
                                                                          • Abbreviations
                                                                            • Terms
                                                                            • Appendix – The Consumer

                                                                                • Figure 40: Summary of bases for home improvement participation in the last 12 months, February 2009-March 2018
                                                                                • Figure 41: Interior paint brand usage, January 2017 - March 2018

                                                                            Paint and Wallcoverings - US - November 2018

                                                                            US $4,395.00 (Excl.Tax)