explore our market researches

Market reports

See all

News I published 04 November 2022

Will the market run out of painters, and should we be worried?

Labour shortage is one of the major challenges the European professional paint industry is facing. Because the outflow of labour, mainly due to retirement, exceeds the inflow of labour in the form of new generations of painters, labour shortages are an ever increasing problem for professional paint companies.

That is why we have been monitoring labour shortages for many years in USP Marketing Consultancy’s Painter Insight Monitor, which covers professional painters in 11 major European markets. According to the findings of the 2022 report, an even larger percentage of the 2200 interviewed painters is expecting to be affected by labour shortages.

Even more European painters perceive shortages of skilled painters 

Three quarters of European painters stated that there are shortages of skilled painters in their country in 2022, a major rise from the 64-65% of the previous two years. As in previous years, shortages seem most pressing in Germany and the Netherlands, where 90% of painters see labour shortages in their sector.

In most other countries, perception of shortages increased significantly, and the most dramatic growth is seen in Spain. In 2021, Spanish painters were least affected, with only 45% reporting that there were shortages of skilled painters. In 2022, that percentage exploded to a whopping 69%. In Denmark, perceived shortages rose from 56% in 2020 to 85% in 2022.

Only 7% of painters are below 35 years of age

As can be seen in the image, the average age of the European painter is still increasing. The baby boomer generation (now 58 years or older) is represented by about a quarter of the painters and will leave the market for a well-earned retirement within a decade.

Meanwhile, the youngest generation of painters, those under 35 years of age, is decreasing year by year, most recently from 10% in 2020 to merely 7% of painters in 2022. Given these trends, which show the above-mentioned outflux of labour outweighing the influx of labour, it is clear that labour shortages will be plaguing European painters even more in the years to come.

Meanwhile, painters’ workloads increase

As labour shortages eat at the supply side of the painting practise, demand is high. More than half of the European painters expects their workload to increase in 2022. The net result is that fewer painters have to do more paint jobs, putting a lot of pressure on painting companies throughout Europe.

For manufacturers of paint and paint-related products, there is an opportunity to help and alleviate the situation of painters. This can be any solution that saves time and improves efficiency on the paint jobs themselves or on other jobs that occupy the painter, like the search for information on products.

In relation to the media orientation of professional painters, which is the theme topic of the 2022 Painter Insight Monitor, manufacturers could help save time and improve efficiency by providing instruction videos and easy-to-find online product information and product sheets, for instance. For an overview of trends and opportunities in 11 European markets, USP Marketing Consultancy’s 2022 Painter Insight Monitor is now available.

Fresh Insights Await

Our latest reports

Delve into the newest findings across various market segments, crafted for a cutting-edge overview. Explore our latest reports, brimming with up-to-date data, trend analyses, and in-depth examinations, all tailored to provide you with a comprehensive understanding of the current market dynamics.


Home Improvement



Trends in material usage Q1 2024

2024 102 pages

Explore the evolving trends in material usage among European architects in Q1 2024. Delve into the factors driving material preferences and the impact on construction aesthetics and sustainability.


Media orientation H2 2021

2024 161 pages

Explore the media engagement patterns of contractors to optimize your marketing strategies. Dive into a pool of insights that unveils how contractors interact with different media channels.


European Green Deal Q4 2021

2024 88 pages

Explore the impact and reception of the European Green Deal among architects. Understand how the initiative is influencing architectural practices and sustainability measures.


BIM Q4 2023

2024 246 pages

Key insights regarding the BIM usage and behaviour of European architects, and our latest future building volumes prognoses


Purchase Channels H2 2023

2024 123

Explore the buying and ordering behaviour among contractors in H1 2023. Uncover the key channels used, share-of-wallet and much more.


Behavioural segmentation and media usage report 2023

2023 75 pages

This report provides a comprehensive overview of purchase behaviour, products, and media usage, specifically focusing on European handymen. It delves into how handymen use media, and for what purposes, and examines their habits and preferences in terms of purchasing behaviour.

Home Improvement

DIY versus DIFM Q4 2021

2024 113 pages

This report is a must-have if you’re in the home improvement industry. It provides a wealth of information on the behaviour of DIY and DIFM consumers, their motivations, and the factors that influence their purchasing decisions.

Home Improvement

DIY or DIFM Q4 2023

2024 70

Explore the prevailing trends between DIY and DIFM in Q4 2023. Understand consumer preferences and the factors influencing their choice between DIY and DIFM.

Home Improvement

Branding Q3 2023

2023 93 pages

This report offers an extensive overview of the home improvement industry, with a focus on branding and the most popular brands within different categories. Within this report, you will gain insights into how customers perceive home improvement brands and what motivates them to buy certain products.

Home Improvement

Purchase channels Q2 2023

2023 114 pages

The European Home Improvement Monitor offers valuable insights on purchase channels in the European home improvement industry, examining the evolving preferences and behaviors of consumers across traditional retail and emerging online platforms.

Home Improvement

Purchase Channels Q2 2022

2022 124 pages

Uncover the prevalent purchase channels in the home improvement sector during Q2 2022. Delve into consumer preferences and the factors influencing their purchasing decisions.

Home Improvement

Do-it-yourself or do-it-for-me Q4 2022

2022 93 pages

Explore the prevailing trends between DIY and DIFM in Q4 2022. Understand consumer preferences and the factors influencing their choice between DIY and DIFM.


Sustainability Q1 2024

2024 81 pages

Delve into sustainability trends in the home improvement sector in Q1 2024. Discover consumer preferences and the shift towards eco-friendly home improvement solutions.


BIM Q1 2024

2024 84 pages

The European Mechanical Installation Monitor report provides a detailed analysis of the plumbing and HVAC industry. This report specifically focuses on BIM adaptation in the industry.


Sustainability Q1 2024

2024 99 pages

The European Electrical Installation Monitor report provides a detailed analysis of the sustainable solutions in the installation industry. This report specifically focuses on sustainability aspects in the industry.


Challenges toward sustainable future Q4 2021

2024 111 pages


Purchase channels Q4 2021

2024 106 pages

Delve into the training needs within the electrical installation sector. Understand the areas requiring skill development to meet the evolving demands of the industry.


European Heat Pump Monitor: Homeowners’ insight


The European Heat Pump Monitor: Homeowners’ insight is an annual survey based on about 4.000 online interviews with homeowners, conducted in 8 European countries. The report covers a range of topics, relevant to understand the sentiments, buying behaviours, concerns, and evolving needs of the target group. It includes 8 country-specific insights, with cross-country comparisons, and provide guidance for shaping successful and sustainable strategies for business growth.