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.
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 some 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.
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.
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
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
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