patterns were abnormal last year, you are right, and much of it
kept consumers from undertaking outdoor projects,” said Mike
Kozlowski, director of marketing, Thompson’s Water Seal brand.
“For instance, Chicago reported the second wettest year in their
history, and by October 2011, New Jersey was close to reporting
their wettest year on record. Those are obviously major markets,
and representative of much of the country and although parts of
the South have drought conditions, last summer was also ab-
normally hot in that region, again keeping people from under-
taking projects even if they wanted to do.”
Decks are still very important to the American homeowner,
according to Kozlowski. “In a recent on-line survey conducted by
The Thompson’s Company, more than 2,000 people responded
to the query, ‘What would you do if you won $15,000 to spend
on your deck?’ The number one answer, at 47 percent, was to
tear out the current deck and start over,” he said. “That illus-
trates that most homeowners want to replace their decks so they
can enjoy them even more.”
There is also a long-term trend toward more urban living, Ko-
zlowski added. “That doesn’t mean that decks won’t be impor-
tant to people,” he said. “They still want a nice outdoor space to
enjoy with family and friends, but they want maintenance to be
as easy and convenient as possible. And some people may not
have room for a deck, but they’ll have a patio with room for a
couple of Adirondack chairs or a swing, so small projects will
grow as an opportunity.”
The Thompson’s Company has already introduced several
new products specifically designed to take advantage of the op-
portunity, such as Thompson’s Water Seal Wood Stain in a 12-
ounce aerosol can and Thompson’s Water Seal Easy Stain in an
eight-ounce tube.
When it comes to creating products with a DIYer in mind,
ease of use is one of the most important features. Consumers are
looking for products that offer a variety of colors, are easy to
use and are easily cleaned up.
“Many younger homeowners aren’t as interested in doing-it-themselves for personal satisfaction—they do it for necessity,”
said Kozlowski. “They are looking for products that are easy to
use, clean up quickly and look great. Of course, we think that
current Thompson’s Water Seal products deliver many of those
features, but we’re also continuing to research new innovations
and advancements for the category.
“Speaking specifically about exterior waterproofing coatings,
including deck stains, consumers want to make the whole
process as easy—and as easy to understand—as possible,” said
Kozlowski. “They want the can to be easy to handle and easy to
open, and they want the product to come out of the can easily.
They want the product to apply and clean–up easily. And they
want the product to last longer. Color is very important to
today’s consumer.”
According to Ferrara, weathered tones are trending strongly.
“You’ll see them everywhere from Restoration Hardware to Pot-
tery Barn to home décor and design magazines,” she said. “We’ve
recently added two new colors to our Minwax Wood Finish line
that nicely accommodate this trend: Weathered Oak and Classic
Gray. They’re very versatile, and they help consumers make a big
visual impact when putting together the latest home décor looks.
Minwax Express Color Wiping Stain & Finish is packaged in a convenient tube, and is available in eight colors.
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