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.
Read more about the subject
26 March 2024 I Ralitsa Ruseva
What are the best topics for training according to HVAC installers in Europe?
15 March 2024 I Maja Markovic
Who is the biggest challenger of the European electrical installation wholesale?
07 March 2024 I Reinier Zuydgeest
Do-it-for-me becoming more popular in the European home improvement market
26 February 2024 I Jeroen de Gruijl
BIM usage European level
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.
Construction
Home Improvement
Installation
Construction
BIM Q4 2023
2024 246 pages
Key insights regarding the BIM usage and behaviour of European architects, and our latest future building volumes prognoses
1,850 Euro
Construction
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.
6,300 Euro
Construction
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.
8,400 Euro
Construction
Purchase behaviour 2023
2023 64 pages
Uncover the purchasing behaviors among painters in 2023. Understand the factors driving their choices and how they relate to product and brand preferences.
10,500 Euro
Construction
Sustainability Q2 2023
2023 94 pages
Uncover architects' perspectives on sustainability in Q2 2023. Explore the evolving sustainable practices and the impact on architectural designs and project implementations.
1,850 Euro
Construction
Media orientation Q1 2023
2023 95 pages
Unravel the media engagement trends among European architects in Q1 2023. Delve into how different media channels are utilized for information, inspiration, and professional growth.
1,850 Euro
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.
3,150 Euro
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.
3,150 Euro
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.
3,150 Euro
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.
3,150 Euros
Home Improvement
Rise of digital natives Q1 2022
2022 120 pages
Explore the impact of digital natives on the home improvement sector in Q1 2022. Discover how digitalization is shaping consumer behaviors and market trends.
3,150 Euro
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.
3,150 Euro
Installation
European Heat Pump Monitor: Homeowners’ insight
2024
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.
5,900 Euro
Installation
European Heat Pump Monitor: Heat pump installers’ insight
2024
The European Heat Pump Monitor: Heat pump installers’ insight is an annual survey based on 920 phone interviews with heat pump installers, 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.
9,800 Euro
Installation
Training needs Q4 2023
2024 110 Pages
This report explores the training needs of installers, both digital and personal. The full report covers all important training needs & aspects and offers a comprehensive overview of business development in the installation sector across important European countries.
2,650 Euro
Installation
Purchase channels Q4 2023
2024 97 pages
This report offers a comprehensive view of the buying and ordering behaviour among electrical installers in Europe. Within the report, you will find key information on the purchase channels installers use, the share-of-wallet per channel, the way of ordering and much more.
3,150 Euro
Installation
Services in the Installation market Q2 2023
2023 111 pages
This report explores the type of support installers anticipate from manufacturers and to what degree. Alongside a thorough examination of installation services, the report presents a comprehensive overview of business development in the installation sector across important European countries.
2,650 Euro
Installation
Sustainability Q1 2023
2023 99 pages
The European Mechanical Installation Monitor report provides a detailed analysis of the plumbing and HVAC industry. This report specifically focuses on sustainability aspects in the industry.
2,650 Euro