Across the home channel, retailers and distributors point to painting as the most common home improvement project. It stands to reason. Everybody can paint a room—a low-cost, high-impact project. Exterior painting can be more ambitious, but according to the consumer research presented below from Port Washington, N.Y.-based NPD Group, the purchase motivators are similar inside and out.
|Specialty paint stores||19.6||18.6||20.0|
Analysis: The warehouse home centers dominate the market, and the domination has shown steady growth over the past three years. According to NPD Group’s director of home improvement Mark Delaney, the specialty store performance is notable. “In a down economy, it’s reasonable to expect specialty stores to lose share,” he said. “But here we see them holding their own at 20% in 2010.”
|Reason||Interior Paint||Exterior Paint|
|Close to home||23.8||18.6|
Analysis: The purchase motivators of “price” and “brand” run neck-and-neck in most categories measured by NPD. But brand leads clearly in paint. “It just goes to show people are inclined to spend a little more for a brand they trust when it comes to color and paint,” Delaney said. “If you’re a retailer, here’s an area that’s maybe a little less price-sensitive than most.”
|Age||Total paint||Interior paint||Exterior paint|
|Income group||WHC||Hardware stores||Mass|
Analysis: As one might expect, the mass channel’s sweet spot is the under-$30,000 demographic, while home centers and hardware stores find their highest percentage of sales in the $100,000-to-$150,000 range.
The 18-to-34 age group bought more paint in 2010 than the other age groups. “Most people are handy enough to pick up a can of paint and begin working,” Delaney said.
Methodolgy: NPD data are based on a monthly tracking of nearly 70 categories and 30,000 opt-in consumers. The 2010 data above come from the 12 months ended June 30, 2010.