Coatings World - February 2013

Thompson’s Water Seal reported that that the market for
deck cleaners and waterproofers did see a measured level of
growth in 2012. “Housing prices appear to be on the upswing
in many markets, but housing starts are still uneven,” said
Mike Kozlowski, director of marketing, Thompson’s Water
Seal brand. “Deck cleaners and coatings represent an afford-
able way for homeowners to improve the look of their outdoor
spaces and protect their invest-
ment at the same time. For
homeowners who do want to
put their property on the mar-
ket, a beautiful deck can be a
real selling point.”
According to Benjamin
Moore, third party research sug-
gests, the wood coatings market
saw a decrease in 2011, howev-
er the company saw an increase
in market share. “It is too soon
to know how the industry did in
2012, but once again Benjamin
Moore had a great year and saw
an increase in this category of
product,” said Rob Sheehan, di-
rector exterior stain, Benjamin
Moore. “We are optimistic for
2013 given the plans we have
put in place for a strong 2013.”
with these consumers: they’re taking to social media to share
their projects with others – friends, family members and oth-
er like-minded individuals – which create further interest in
the category.”
According to Ferrara, the rise of the DIY blogger is an-
other key trend affecting this market. “These bloggers are
very active, vocal consumers of wood staining and wood fin-
ishing products, and they run
the range of experience levels
– from those tackling their
first projects to others who are
designing, building, staining
and finishing complete furni-
ture pieces and architectural
elements in their homes. These
online influences are another
way that the DIY market con-
tinues to grow, as their readers
become inspired to try their
own hand at wood staining
and finishing.”
Minwax has reported a cul-
tural trend that relates to color
– the growing movement to “re-
use, recycle, and repurpose” –
and are finding that it informs
the way people are decorating.
“DIYers like what they’re find-
ing in nature – the natural ‘gray-
ing’ of wood, for instance, or
the rustic nature of weathered
oak that might be reclaimed or
repurposed from an old barn
into a new piece of furniture,”
said Ferrara. “Our two newest
colors of Minwax Wood Finish
interior wood stain, Classic
Gray and Weathered Oak, play
into this trend well.”
One of the most popular
trends in the exterior wood stains and deck category is the
growth of water-based formulations. “This is an area Benjamin
Moore prides itself on,” said Sheehan. “Arborcoat has proven
to be a success time and time again. Another trend is mainte-
nance. Homeowners are seeing the true benefit in maintaining
their exterior wood space and gaining longevity of the product
used. In terms of color we are seeing more and more decks
with a two-tone scheme. For example, the railing and deck
would be one color and the spindles a different color, which is
a great way to bring design to your outdoor space.”
Another trend cited by wood coating manufacturers is the
increased use of outdoor spaces for entertaining.

DIYer Continues to
Drive Growth

Improvements in the housing market have certainly given the wood coatings market a boost and construction remains a key market. The DIY market has also been instrumental in driving growth. While in the past, the DIY market was driven by a desire by consumers to keep costs down. There are now indications that consumers are undertaking these projects for fun and a sense of accomplishment.

“Construction remains an important piece of the puzzle and should help increase the overall market for stains and finishes as that sector continues to improve,” said Ferrara. “We’re also seeing a growth in the DIY market and have noticed an interesting trend. Whereas in the thick of the recession consumers turned to DIY as a means to save money, we’re now seeing more consumers take on projects because they want to. They like being able to create one-of-a-kind pieces with stain and finishes that they choose, and they’re realizing that today’s products are easier to use than they may have thought. We’ve heard this phenomenon referred to as a ‘maker’s culture,” and another things is happening