Painter Insight Monitor
About the European professional paint Market
The paint market has remained reasonably stable for years. This is remarkable, particularly in view of the use of plastic window frames and other materials which do not have to be painted. At the same time, the paint manufacturers are busy improving their products. Paint is becoming more and more colour stable and less susceptible to wear and tear. Manufacturers also recognise that the painter tends to be brand loyal. They do not quickly switch from their usual paint brands.
The professional painter has proven to be rather traditional. He likes to go to his preferred specialized paint merchant, or to buy from manufacturers directly (via service centers). The multi-skilled professionals who are less specialized (doing various other jobs next to painting) are increasingly willing to buy in builders merchants and DIY-stores. These generalist stores are having more and more specialized products in the assortment and are usually within close proximity of the painter and the job site. At the same time, e-commerce is increasingly accepted in more traditional industries and businesses, including the paint business.
About the Painter Insight Monitor
USP Marketing Consultancy executes this monitor once per year. Each edition of the Painter Insight Monitor is dedicated to one or multiple themes. In 2016, this theme was ‘media consumption and orientation’. In 2017, the monitor focused on ‘the competitive landscape’, ‘efficiency & innovations’ and ‘customer loyalty’. In the upcoming 2018 edition, the theme will be ‘online buying’. A yearly recurring element is an overview of the brand landscape for all product categories (brand awareness, brand usage and most used brand). As we have information on the brand position for all relevant brands, it is now possible to show your brand development over 4 years.
The Painter Insight Monitor includes 8 main European markets (Germany, France, Poland, Italy, Spain, United Kingdom, Netherlands, Belgium) and each year 250 professional painters are interviewed per country. This provides for a comprehensive scope on the European paint market (interior wall paint, exterior wall paint & lacquers) and non-paint markets (acrylic sealants, tapes, wall fillers, wood repair, paint sprayers, brushes & rollers, dust extractors/vacuums & sanding machines).