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The U.S. Market for Paints and Wallcoverings

The U.S. Market for Paint and Wall Coverings presents an in-depth analysis of the products, manufacturers and trends in the U.S. paint and wall coverings industries. The report contains comprehensive data on U.S. shipments, imports and exports, end-use markets, replacement markets, purchaser demographics and the competitive environment. Marketing environmental factors such as interest rates, new housing and commercial construction statistics, homeowner remodeling and repair spending have also been analyzed to understand the forces that drive the market. It also identifies key issues, regulations and trends affecting the marketplace. The report profiles major marketers, and also looks at manufacturer and retailer strategies adopted to maximize growth and profitability.

Report Methodology
The information in The U.S. Market for Paint and Wall Coverings is based on both primary and secondary research. The report methodology includes a combination of primary and secondary research. Historical data is provided for 2000 through 2004, with forecast data from 2005 to 2009. The Simmons Market Research Bureau (SMRB) provides the primary research data on consumer buying habits. The SMRB Fall 2004 (January 2004-September 2004) consumer survey of 24,686 respondents includes data on customer attitudes in the home improvement market and excludes housing starts and the commercial paints and wall coverings market.

Shipment data on paints and wall coverings are compiled from the U.S. Department of Commerce surveys and private data sources. Import and export data by major country of origin is derived from the U.S. Customs records to determine the total U.S. supply. The Bureau of Labor Statistics’ Producer Price Index has been used to compare price changes for the competing paints and wall coverings markets. Secondary research data has been obtained from government sources, trade association publications, business journals, company literature and investment reports.

What You’ll Get in this Report
The U.S. Market for Paints and Wall Coverings makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Paints and Wall Coverings offers. The report addresses the following segments:

The Market (including market size and composition, and projected market growth) The Marketers (including discussions of specific marketer brand and market shares) Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)

  • The Consumer
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the paint/wall covering market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market, as well as projected sales and trends through 2009.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for paint and wall coverings Research and development professionals stay on top of competitor initiatives and explore demand for paints and wall coverings.
  • Advertising agencies working with clients in related industries understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


With the market showing consistent growth over the past five years, reaching $9.1 billion in 2004, understanding the opportunities and challenges are key to your business' success. Specialists in Business Information's newest report, The U.S. Market for Paints and Wall Coverings, makes important predictions and recommendations about the future of the market. As the industry evolves, being on top of the latest regulatory mandates, economic factors and technological advances will help you stay ahead of your many competitors.

The U.S. Market for Paints and Wall Coverings will give you:

  • Sales forecasts through 2009
  • Analysis of stringent regulations on VOC emissions and their continuing impact on the market
  • Comprehensive data on U.S. shipments, imports, exports, and end-use markets
  • Comprehensive look at the growing Do-It-Yourself (DIY) segment
  • Examination of different distribution channels, including big-box retailers Lowe's and Home Depot

In addition to all of this invaluable information, you'll also get a complete analysis of demographic trends that show a high preference for home improvement. With new housing and homeowner remodeling on the rise and driving the market forward, you need this kind of crucial insight at your fingertips. With everything The U.S. Market for Paints and Wall Coverings gives you, you'll have the competitive advantage you need to improve your market share by setting trends others will follow.

Chapter 1 Executive Summary

  • Product Introduction
  • Paints
  • Wall Coverings
  • Wall Tiles
  • Wallpapers
  • Scope and Methodology
  • The Market
  • Table 1-1 U.S. Residential Paints and Wall Coverings Market, 2000-2004, by Category
  • Market Share
  • Paint Industry Overview
  • Architectural Paints
  • Table 1-2 U.S. Architectural Paints Shipments by Category, 2000-2004
  • Interior Paints
  • Exterior Paints
  • Wall Coverings
  • Wall Tiles
  • Wallpapers
  • Market Outlook

  • Marketers
    • Architectural Coatings
    • Wall Coverings
    • Industry Scenario: Political, Economic, Social and Technological Analysis
    • Political Factors
    • Economic Factors
    • Social Factors
    • Technological

  • Industry Dynamics
    • Product Trends
    • Lifestyle Trends
    • Color and Style Trends
    • Advertising
    • New Product Introductions
    • Retail
    • Company-Owned Stores
    • Mass Merchants
    • Independent Dealers
    • E-commerce

  • The Consumer
    • Home Improvement Activity
    • Interior Paints
    • Exterior Paints
    • Consumer Attitudes Influence Paint Buying
    • DIY

    Chapter 2 The Market

    • Overview
    • Paints
    • Solvent-Based Paints
    • Water-Based Paints
    • Wall Coverings
    • Wall Tiles
    • Wallpapers
    • The Market
      • The $9.1 Billion Paints and Wall Coverings Market
      • Figure 2-1 U.S. Paints and Wall Coverings Market Sales, 2000-2004
      • Table 2-1 U.S. Paints and Wall Coverings Market Sales by Category, 2000-2004
      • Table 2-2 U.S. Shipments of Paints and Wall Coverings by Category, 2000-2004
      • Market Share
      • Figure 2-2 Market Share of U.S. Paints and Wall Coverings, 2004

    • Architectural Paints
      • Overview of Total Paint Industry
      • Figure 2-3 U.S. Paint and Allied Products Shipment Share by Category, 2000-2004
      • Table 2-3 U.S. Export of Paints and Coatings, 2003-2004
      • Table 2-4 U.S. Import of Paints and Coatings, 2003-2004
      • Architectural Paints
      • The $8.4 Billion Architectural Paints Market
      • Table 2-5 U.S. Architectural Paint Market, 2000-2004
      • Interior Paints Set to Dominate
      • Table 2-6 U.S. Architectural Paints Shipments by Category, 2000-2004
      • Table 2-7 U.S. Architectural Paints Shipments by Category, 2000-2004
      • Interior Paints
      • Water-Type Interior Paints
      • Table 2-8 U.S. Shipment of Water-Type Interior Paints, 2000-2004
      • Table 2-9 U.S. Shipment of Water-Type Interior Paints, 2000-2004
      • Solvent-Type Interior Paints
      • Table 2-10 U.S. Shipment of Solvent-Type Interior Paints, 2000-2004
      • Table 2-11 U.S. Shipment of Solvent-Type Interior Paints, 2000-2004
      • Exterior Paints
      • Water-Type Exterior Paints
      • Table 2-12 U.S. Shipment of Water-Type Exterior Paints, 2000-2004
      • Table 2-13 U.S. Shipment of Water-Type Exterior Paints, 2000-2004
      • Solvent-Type Exterior Paints
      • Table 2-14 U.S. Shipment of Solvent-Type Exterior Paints, 2000-2004
      • Table 2-15 U.S. Shipment of Solvent-Type Exterior Paints, 2000-2004

    • Environmental Issues and Paint
      • Clean Air Act
      • VOC
      • The Green Building Movement
      • Regulations
      • Table 2-25 Selected Architectural Paint Categories and VOC Limits
      • Lead
      • Regulation on Lead
      • Lead and Historic Houses
      • Mercury
      • Wall Coverings
      • Wall Tiles
      • Table 2-16 U.S. Wall Tiles Market, 2000-2004 (in million $)
      • Table 2-17 U.S. Shipment of Floor and Wall Tiles, 2000-2004 (in million $)
      • Table 2-18 U.S. Export of Ceramic Wall and Floor Tiles, 2003-2004 (in thousand $)
      • Table 2-19 U.S. Import of Ceramic Wall and Floor Tiles, 2003-2004 (in million $)
      • Wallpapers
      • Table 2-20 U.S. Wallpapers Market, 2000-2004
      • Table 2-21 U.S. Shipment of Wallpapers, 1992-2004
      • Table 2-22 U.S. Export of Coated and Laminated Paper, 2003-2004
      • Table 2-23 U.S. Import of Coated and Laminated Paper, 2003-2004
      • Market Projections
        • Overall Market to Reach $13.3 Billion by 2009
        • Figure 2-4 Projected Market for Architectural Paints and Wall Coverings, 2004-2009
        • Table 2-24 Projected U.S. Paints and Wall Coverings Market Sales by Category, 2004-2009

    Chapter 3 Political, Economic, Social and Technological (PEST) Analysis

    • Overview
    • Political Trends
      • Ecological/Environmental Regulatory Issues
        • States Lead the Way in Formulating VOC Emission Norms
        • Table 3-1 U.S. Regulatory Timeline — VOCs, 1960’s to 2005
        • VOC Regulations Toughen in Northeastern States
        • California’s Fee Program for VOC emissions
        • Paint Manufacturers Backtrack — Sherwin-Williams vs. Pennsylvania
        • EPA May Investigate New Standards for VOC Emissions

      • VOC Regulations in Other Countries
        • European Union — Roadmap on VOC Reductions
        • Table 3-2 E.U. VOC Road Map, 2007 and 2010 (in grams/litre)
        • Canada Proposes Stringent VOC norms
        • Table 3-3 Proposed VOC limits by Environment Canada
        • South Korea

      • Tariffs and Trade Issues
        • European Ceramic Tile Importers Suffer From Dollar Depreciation & Higher Shipping Costs
        • Chinese Ceramic Tile Imports Grow Rapidly
        • Table 3-4 General Imports Tariffs on Ceramic Tiles, 1991-2004
        • Figure 3-1 Tariff and Import Trends of Ceramic Tiles, 1991-2004
        • Table 3-5 Import Tariffs on Ceramic Tiles From Countries With Special Tariff Treatment, 1991-2004
        • Regulatory Outlook

    • Economic Trends
      • U.S. Economic Situation
      • Growing U.S. Economy
      • Figure 3-2 Quarterly Change of Real GDP and Real Personal Consumption expenditures, 2001-2004
      • Table 3-6 Quarterly U.S. GDP and Consumption Expenditures on Housing, 2004
      • Rise in Interest Rates
      • Table 3-7 The U.S. Economy and Interest Rates, (%) 2003-2005
      • Figure 3-3 Monthly Federal Fund and Mortgage Rates (%), 1999-2005
      • Economic Outlook
      • Table 3-8 Forecast of Economic Indicators, 2004-2010
      • Figure 3-4 Projected Interest Rates (in %), 2004-2007

    • New Construction Market
      • Table 3-9 Annual Value of Constructions in the U.S. (In million $), 2002-2004
      • Best New Residential Starts in 26 Years
      • Table 3-5 Yearly Housing Starts, (Thousands of Units), 1999-2004
      • Figure 3-6 Quarterly Housing Starts for Single and Multi-family Units (In thousand units), 1999-2004
      • Single Family Unit Starts
      • Figure 3-7 Quarterly Housing Starts of Single Unit, by Region (In thousand units), 1999-2004
      • Multi-family Unit Starts
      • Figure 3-8 Quarterly Housing Starts of Multi-family Unit, by Region (In thousand units), 1999-2004

    • Remodeling Market
      • Table 3-10 Residential Improvement and Repair Expenditure by Region (In million $), 1999-2003
      • Remodeling Market Index
      • Remodeling By Region
      • Figure 3-9 Remodeling Market Index by Region, 2001-2004
      • The Do-It-Yourself (DIY) Market
      • Table 3-11 Homeowners’ Reasons to Opt for DIY

    • Housing Outlook — Mixed Signals
      • Housing Activities to Slow Down, But…
      • Figure 3-10 Projected Housing Starts (in Thousands), 2004-2007
      • Housing Bubble!
      • Figure 3-11 Projected House Sales (in Thousands), 2004-2007
      • Mortgage Rates Continue To Drop, Aiding Housing Market
      • New Home Sales at All Time high, But Prices Down
      • Existing Homes Sales Slow, But Prices Up
      • Non-residential Construction Back on Track
      • Remodeling Industry Set To Grow
      • Figure 3-12 U.S. Home Improvement Product Market (In billion $), 2004-2009

    • Social Trends
      • Demographics Chapter 3 Political, Economic, Social and Technological (PEST) Analysis [Cont.]
        • West Leads Population Growth
          • Table 3-12 U.S. Population by Region, 2000-2004
          • Growing Ethnic Population
          • Table 3-13 U.S. Population by Race, 2000-2004 (in thousands)
          • Table 3-14 Demographics for the Hispanic Market, 2000-2004 (in thousands)
          • Purchasing Power
          • Table 3-15 Hispanic Buying Power (In billion $), 2000-2004
          • Table 3-16 U.S. Consumers’ Buying Power by Race (In billion $), 2000-2004
          • Table 3-17 Largest Minority Markets, by Purchasing Power (in billion $), 2004
          • Ethnic Spending on Home Improvement

        • Household Formation
          • Table 3-18 American Household Structure (1980-2020)
          • Figure 3-13 Percentage Share of Homebuyers by Marital Status, 2003

        • Age Structure
          • Table 3-19 U.S. Population by Age, 2000-2003 (in thousands)
          • Figure 3-13 Percentage Share of Homebuyers by Age, 2001-2003
          • Figure 3-14 Home Improvement Spending Share by Generation, 2003
          • Table 3-20 Baby Boomer Populations by Age, 2004

        • Outlook
          • Table 3-21 Residential Population Share by Age Group, 2000-2015
          • Baby Boomers and Elderly Population
          • Minority Groups
          • Table 3-22 Projections of U.S. Population by Race and Hispanic Origin (in million), 2000-2015
          • Table 3-23 Ethnic Purchasing Power 2004-2009 (in $ billion)

        • Technological Trends
          • Overview
          • Need for Technology Drives Industry Consolidation
          • Investment in R&D
          • Table 3-24 R&D Investment by Major Paint Companies, 2004
          • Technological Progress Lags Market Demand
          • Low VOC Challenge — Open Time and Durability
          • The Need for Manufacturer Supplier Coordination
          • Some Technological Developments
          • Nanotechnology Applications for low VOC Paints
          • Technology in
          • Tiles and Wallpapers
          • Outlook

    Chapter 4 The Marketers

    • Overview
      • Paint Industry
      • Industry Structure
      • Table 4-1 Paint & Coating Manufacturing Industry Statistics by Employment Size, 1997-2002
      • Acquisition-Characterized Industry
      • Marketers
      • Figure 4-1 Most Preferred Paint Brands, 2004
      • Table 4-2 U.S. Market Shares of Paint Brands, 2001-2004 (%)
      • Figure 4-2 Quality Ratings for Major Paint Brands (2001- 2004)
      • Wall Coverings
      • Ceramic Wall Tiles
      • Industry Structure
      • Table 4-3 Ceramic Wall and Floor Tile Industry Statistics by Employment Size, 1997-2002
      • Marketers
      • Figure 4-3 Most Preferred Ceramic Tile Brands, 2004
      • Figure 4-4 Quality Ratings for Major Ceramic Tile Brands (2001-2004)
      • Table 4-4 U.S. Market Shares of Ceramic Tile Brands, 2001-2004 (%)
      • Wallpaper

    • Company Profiles
    • Paint
    • Sherwin-Williams
      • Overview
      • Company’s Snapshot
      • Figure 4-5 Sherwin-Williams Sales by Operations, 2004
      • Acquisitions
      • Product Line

    • PPG Industries Inc.
      • Overview
      • Company’s Snapshots
      • Figure 4-6 Markets Served by PPG, 2004
      • Acquisitions
      • Product Line

    • Valspar Corp.
      • Overview
      • Company’s Snapshots
      • Acquisitions
      • Product Line

    • ICI Paints in North America
      • Overview
      • Company’s Snapshots
      • Tie-ups
      • Product Line

    • Akzo Nobel Coatings, Inc.
      • Overview
      • Company’s Snapshots
      • Operations
      • Product Line
      • Figure 4-7 Segment Share of Akzo Nobel Coating Business, 2004

    • Benjamin Moore
      • Overview
      • Company’s Snapshots
      • Product Line

    • Behr Process Corp.
    • Overview
    • Product Line

  • Ceramic Tiles and Wallpaper
  • Dal-Tile Corporation
    • Overview
    • Company’s Snapshots
    • Product Line

  • American Marazzi Tile
    • Overview
    • Product Line

  • F. Schumacher & Co
    • Overview
    • Product Line

    Chapter 5 Marketing Dynamics

    • Industry Dynamics
      • Rising Costs
      • Figure 5-1 Price Index for Architectural Paints and Wall Coverings, 1995-2004
      • Seasonal Variation
      • Figure 5-2 Quarterly Variation of Shipment of Architectural Paints, 2003-2004
      • Figure 5-3 Quarterly Variation of Shipment of Clay Floor and Wall Tiles, 2003-2004
      • Acrylic Acid Shortage
      • Steel Shortage

    • Product Trends
      • VOC Products
      • Faux Finishing
      • Licensing Agreement
      • Regional Paints
      • Packaging
      • Energy Efficiency and Paints
      • Easy Peel Wallpaper
      • Environmental Friendly Wallpaper
      • Larger Wall Tiles
      • Organic Paint

    • Lifestyle Trends
      • Cocooning to Hiving
      • Updating Personal Styles
      • Table 5-1 U.S. Residents’ Reasons for Home Remodeling
      • Table 5-2 U.S. Residents’ Reasons for Home Painting
      • Designer Kids
      • More Space, More Area
      • Table 5-3 Number of One-family Units Completed by Square Feet per Unit, 1990-2004
      • Table 5-4 Number of Multi-family Units Completed by Square Feet per Unit, 1990-2004
      • Table 5-5 Number of Bathrooms in Completed Housing Units, 1990-2004
      • Luxury Home Improvement -- $5,000+ Spent on Annual Improvements

    • Style Trends
      • Media and Color
      • Paint and the Fashion Industry Branded, Celebrity and Designer Products
      • Color and the Economy
      • Historic Colors
      • Popular Colors
      • Color and Retail
      • Customization and Personalization
      • Intense Graphics
      • Alternative Wallpaper
      • Shimmer and Shine

    • New Product Introductions
      • Table 5-6 Selected New Product Introductions, 2004-2005

    • Advertisement and Promotions
      • Positioned as Environmental Friendly
      • Table 5-7 Consumer Word Association in Response to “Newly Painted Room”
      • Consumer Versus Professional
      • Catalogs

    • Retail
      • Regional Retailing
      • Changing Retail Landscape
      • Figure 5-4 Distribution Channel for Paints, 1999-2004
      • Table 5-8 Consumer Information Source for Home Improvement
      • Figure 5-5 Consumer’s Preferred Channel for Interior Paints, 2004
      • Company-Owned Stores
      • Signature Store Program
      • Mass Merchants
      • Women Dominant in Mass Merchant Customer Base
      • Do-It-Herself
      • Table 5-9 Gender Comparison of Preference for DIY and Professional Remodeling Service, Index, 2004
      • Independent Dealers
      • Color Your Life Program
      • DIY to DIFM (Do-It-For-Me)
      • Paint and Wall Covering Contractor Demographics
      • Figure 5-6 Work Done by Paint and Wall Covering Contractor by Construction Segments, 2002
      • Table 5-10 Paint and Wall Covering Contractor Distribution by States, 1997-2002
      • E-commerce
      • Technology and Color

    Chapter 6 The Consumer

    • Introduction
    • Simmons Survey
    • Home Improvement Spending
      • Figure 6-1 Total Home Improvement Spend Pattern by % of U.S. adults
      • Baby Boomers Lead the Way
      • Higher Incomes, Higher Spending
      • Residence Kind and Type
      • Other Demographics of Home Improvement Expenditure
      • Table 6-1 Demographic Profile of U.S. Adults’ Spending on Home Improvements ¯ Total Expenditures, 2004
      • Interior Painting Popular
      • Table 6-2 Home Improvements Spends by Category, % of U.S Adults, 2004
      • Table 6-3 Expenditures on Painting, by Type of Property (in million $), 1999-2003
      • Exterior Paints
      • High Income Groups Skew Toward Purchase
      • Table 6-5 Demographic Profile of U.S. Adults Spending on Exterior Paints, 2004
      • Other Demographic Influencers for Exterior Paint Purchase
      • Behr the Top Exterior Brand
      • Table 6-6 U.S. Consumers Favoring Exterior Paints, by Brand, 2004 (%)
      • Interior Paints
      • Influenced By Brands and Price
      • Figure 6-2 Drivers for Interior Paint Purchases
      • Skew Toward Water-Based Paints
      • Table 6-7 U.S. Consumers Using Interior Paint By Type, 2004 (%)
      • Educated Population Skewed Towards Environmental-Friendly
      • Products
      • Other Demographic Influencers for Interior Paints
      • Table 6-8 Demographic Profile of U.S. Adults Using Different Types of Interior Paints, 2004
      • Behr Top Interior Paint
      • Table 6-9 U.S. Consumers Favoring Interior Paints By Brand, 2004 (%)
      • Table 6-10 Demographic Profile of Adult U.S. Consumers Preferring Interior Paints By Brand, 2004
      • Interior/Exterior Staining
      • Table 6-11 Preference of Interior/Exterior Staining Types, 2004
      • Table 6-12 U.S. Consumers Favoring Interior/Exterior Staining, by Brand (%), 2004
      • Wall Coverings
      • Table 6-13 Home Improvement Spend Pattern of U.S. Adults on Wall Coverings (%)
      • Table 6-14 Home Remodeling Spend Pattern for Wall Coverings, 1999-2003 (in thousands)
      • Table 6-15 Work Done on Wall Coverings: Number of Households
      • General Attitude of U.S Customers
      • Table 6-16 U.S. Consumers’ Attitude Toward Home Improvement by Percentage, 2004
      • Elderly and Women Interested in Home Decor
      • Table 6-17 Demographics of U.S Consumers with Attitude of “Particular Interest on Home Decor “, 2004
      • Table 6-18 Demographics of U.S Consumers with Attitude of “No Particular Interest on Home Decors,” 2004

    • Importance of Home
      • Table 6-19 Demographics of U.S. Consumers with Attitude of “My Home Is An Important Part of Who I Am”, 2004
      • Table 6-20 Demographics of U.S Consumers Attitude of “Looking For New Ideas to Improve Home”, 2004
      • DIY and Professional
      • Table 6-21 U.S Consumer Preference for Work Completion by Category, 2004
      • Table 6-22 Number of Households work done by DIY and Professional for Wall Coverings, 1999-2003
      • Seeking Advice
      • Table 6-23 Factors Influencing DIY Consumers, 2004
      • Table 6-24 Demographics of U.S Consumers Preference of Completing The Work For Exterior Paint, 2004
      • Table 6-25 Demographics of U.S Consumers Preference of Completing The Work For Interior Paint, 2004
      • Completing The Work For Interior Paint, 2004
      • Table 6-26 Demographics of U.S Consumers Preference of Completing The Work For Interior/Exterior Staining, 2004
      • Table 6-27 Demographics of U.S Consumers Preference of Completing The Work By Wall Paper/Cover, 2004
      • Table 6-28 Demographics of U.S Consumers Preference of Completing The Work By Wall Paneling, 2004
      • Table 6-29 Demographics of U.S Consumers Preference of Completing The Work By Ceramic Tiles, 2004

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