US Paint and Wallcoverings Market Report 2025
The US paint and wallcoverings market is robust, with an impressive 62% of homeowners undertaking decor updates within the past year.
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Executive Summary
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
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MARKET DYNAMICS
- Market context
- Market drivers
- Prices are rising again, but brands have levers to inspire ongoing spending
- Graph 1: Consumer Price Index change from previous period, 2007-2024
- Concerns about economic policy could rein in consumer spending
- Graph 2: Consumer Sentiment Index, 2007-24
- Paint and wallcoverings are getting pricier, but increasing labor costs could grow DIY work
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INNOVATION AND MARKET OPPORTUNITIES
- AI is influencing the color selection process
- AI is also attracting non-paint brands to the visualization space
- The Paint AI – Color Visualizer
- Reduce the cost and risk of poor color choices
- Low-VOC paints have fewer quality trade-offs
- Major brands increase their position in low-VOC paints
- Wallpaper brands incorporate new effects into natural-fiber designs
- Examples of metallic jute and faux grasscloth wallpaper
- Digital printing enables a new era of customization
- Wallpapered ceilings are becoming a thing
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CONSUMER INSIGHTS
- Consumer fast facts
- Projects undertaken
- Wallpaper adoption has yet to peak
- Painting is most common, but wallpaper is catching up
- Graph 3: top DIY paint and wallcovering projects undertaken, past three years and next year, 2025
- Rising wallpaper popularity among young consumers signals mainstream growth
- Graph 4: any past or future wallpapering, by age and parental status, 2024
- Channels shopped
- Big-box stores lead in paint and wallpaper sales
- Graph 5: retail outlets used for paint and wallcovering purchases, 2024
- Online retail is gaining relevance
- Younger consumers and parents are most likely to buy paint and wallcoverings online
- Graph 6: use of online retail for paint and wallcoverings, by age and parental status, 2025
- Motivations for paint and wallcovering projects
- Serenity, wellness, and easy cleaning are becoming market mainstays
- Graph 7: reasons for undertaking paint and wallcovering projects, 2025
- Examples of brands focused on relaxing environments and moisture resistance
- Parents are focused on air quality
- Graph 8: selected reasons for undertaking paint and wallcovering products, by parental status, 2024
- Shopping behaviors
- Use fast delivery and tech-driven personalization to enhance consumer loyalty
- Help consumers feel confident in their paint and wallpaper choices
- Graph 9: shopping behaviors for paint and wallcoverings, 2025
- Cater to the generational sustainability gap
- Use transparency and certifications to appeal to younger shoppers
- Graph 10: importance of provenance and eco certifications, by age, 2025
- Use of social media influencers also shows a wide age gap
- Graph 11: importance of social media and influencers for inspiration, by age, 2025
- Social media and influencers help overcome color choice paralysis
- Barriers to undertaking paint and wallcovering projects
- Time, tools, and tutorials will empower consumers to transform their space
- Graph 12: barriers to undertaking paint and wallcovering projects, 2025
- Sherwin-Williams shows how to paint an ombré accent wall
- Take the danger out of DIY
- Graph 13: consumers limited by safety concerns, by age, 2025
- Attitudes and behaviors toward applying paint and wallcovering
- Focus on durable paints to build loyalty
- Graph 14: attitudes and behaviors related to paint and wallcoverings, 2025
- There’s a chance to pitch durable paints as an ageing-in-place tool
- The appeal of durable paints grows with age
- Graph 15: interest in durable paints, by age, 2025
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Appendix
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
US Paint and Wallcoverings Market Analysis
The US paint and wallcoverings market remains strong, with around 60% of homeowners updating decor recently, driven by wellness, personalization, and sustainability trends.
Despite historic economic challenges—including inflation peaks in 2022 and price increases—the paint market and the Wallcoverings market showed resilience with steady demand and rising DIY activity due to higher labor costs. From 2025 onward, growth is expected to continue as low-VOC and antimicrobial products become mainstream, and AI-powered visualization tools reshape consumer buying. The overall paint and wallcoverings market will balance innovation with affordability, focusing on smaller, budget-friendly projects amid ongoing inflationary pressures.
US Paint and Wallcoverings Market Trends
Consumers in the US paint and wallcoverings market are increasingly prioritizing health, sustainability, and convenience, seeking products like low-VOC paints and eco-friendly wallpapers that support clean, serene living spaces. Younger consumers and parents especially favor renter-friendly, peel-and-stick wallpapers and easy-to-use solutions, while many rely on AI and augmented reality tools to visualize colors and designs before purchase, reducing costly trial and error. Social media and influencer recommendations play a significant role in inspiring decisions, particularly among younger demographics, though older consumers focus more on durability and practicality. Despite strong interest, barriers such as time constraints, skill gaps, and safety concerns continue to limit certain DIY projects, highlighting opportunities for brands to provide education, tutorials, and user-friendly products. The increasing paint market size and growing wallcoverings market size reflect these evolving consumer trends.
Purchasing the US Paint and Wallcoverings Market Report 2025 offers key insights into consumer preferences, purchase drivers, and emerging trends in both the paint market and wallcoverings market. It highlights opportunities in health-focused products, customization, and sustainability, helping brands stay competitive and meet changing market demands.
About The Report
The US Paint and Wallcoverings Market Report 2025 delivers comprehensive insights into consumer behaviors, market dynamics, innovation trends, and purchasing patterns within the paint and wallcovering sector. It covers areas such as health and sustainability preferences, the impact of AI and digital visualization tools, DIY vs. professional usage, and retail channel shifts. The research surveyed a representative sample of US adults across age groups, parental status, and regions to capture diverse consumer perspectives. This paint and wallcoverings market report is essential for manufacturers, retailers, marketers, and product developers seeking to understand market opportunities, anticipate consumer needs, and craft effective strategies in the evolving home improvement landscape.
Key Topics Analyzed in the Report
- The growing use of AI in the shopping and visualization process
- Innovation trends with a focus on how brands are catering to growing demand for convenience, personalization, and products that align with healthy home goals
- Market drivers, including rising material costs and supply chain disruptions, that create economic challenges
- Consumer usage patterns across various paint and wallcovering formats
- Consumer design preferences and their impact on the paint and wallcovering market
- Consumer attitudes and behaviors
Meet the Expert Behind the Analysis
This report was written by Jamie Rosenberg. Jamie is expert in competitive intelligence, strategic thinking, product development and consumer trends. He uses this background to identify category level trends that allow brands to think further ahead and develop more future proof innovation, marketing and portfolio management strategies.
A focus on convenience, personalization and wellness is fueling demand for easy-clean surfaces, better visualization tools, digital design, and low-VOC paints.
Jamie Rosenberg
Associate Director, Global Household and Personal Care
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