by Sean Milmo
European Correspondent
milmocw@rodmanmedia.com
The structure and demographics of Europe’s market for DIY decorative paints is undergoing long-term changes
amidst a revival in demand for architectural
coatings triggered by a recovery in the construction sector across must of the region.
The changes have been driven by factors like
a rising proportion of elderly people physically
incapable of doing DIY and a growing number of
younger consumers disinterested in carrying out
home improvements themselves, even relatively
simple tasks like painting walls and ceilings.
As a result, there has a been a growing requirement among consumers for professional
help either in the form of advice or increasingly
to do the actual decorating.
In some countries, like the UK, there has
been a decline in home ownership in favor of
the renting of apartments and houses whose
landlords will bring in professional to carry out
decoration and renovation work.
For coatings companies, the current DIY
trends which in certain countries are likely
to become more firmly entrenched over the
next several years are necessitating new marketing strategies.
Even more resources are being channelled
into promoting paint products among professionals. In some Western Europe countries,
such as Germany, UK, France, and those in
Scandinavia, some of these professionals are
migrants from Eastern Europe who are new to
the trade.
Despite professionals accounting for a larger
proportion of decorative sales, coatings producers are still having to market their paints to
consumers because in many cases they are still
DIY Deco Paints Market Undergoes Changes
For coatings
companies,
current DIY
trends - which, in
certain countries,
are likely to
become more
firmly entrenched
over the next
several years - are
necessitating
new marketing
strategies.
