CONSUMER MORE INFLUENTIAL ON PAINT PURCHASE

Growth of online channel

It is no surprise to anyone that the share of online buying has grown in the first half of this year. While people are advised to stay at home as much as possible, online ordering of products has become very common. Combining this with a peak in home improvement leads to great online sales results for paint. On a European level, the share for online channels for paint has doubled compared to 2019. Especially in the U.K., the online share for paint is high (18%).

The role of professional is becoming less important in purchase decision

In the first half of the year, consumers felt less comfortable with having professionals visiting their house for a home improvement job. Also, they were spending more time at home. This led to the fact that they more often picked up the brush themselves to do a paint job. For this reason, the share of professionals buying the paint for a residential job has decreased by 14%. Meanwhile, the share of the DIY store has dropped significantly but this has been compensated with an increase in their online sales. Ultimately, the development has resulted in a consumer being more in the lead when it comes to decision making on paint. 

The European Home Improvement Monitor latest report focuses on purchase channels and the role of online stores. The study is held on a monthly base in 11 EU countries and surveying 26,400 consumers online per year. Results are available for all key categories in DIY.

Recent news

For more information about our expertise and research on building materials please contact the responsible partner below.
We look forward to help you.

Research

Customer satisfaction

How to increase your turnover through customer satisfaction?

Branding

The more distinct your brand is, the more valuable it will become.

Customer journey

A customer journey is a customer's personal experience with your company.

Product development

Provide your product development and design team with end-user insights

Market exploration

Gain the insights you need to be successful in new and potential markets

Pricing

Pricing is and always has been the biggest profit driver. We help you setting the right prices for your product

Segmentation

Better understand the unmet needs of you (potential) customers, identify growth opportunities and reach your target group in an effective way.

Market size

Quantify the potential returns of your investment by understanding the market size and setting realistic sales targets for new and potential markets

Driver analysis

Know which elements of the customer experience have the most impact on overall satisfaction, recommendation, and retention.

 

News

​Read our articles based on the insights from our Market Reports. 

Case Studies

Market Research Case Studies and industry experience can bring background and thought to any research project.

About us

About what we do, our organization and our people.

About USP

What we do, in words and numbers.

Our team

The people who make USP.

Our vacancies

We have different challenging roles.