‘Get someone in’ trend provides welcome boost for the Paint, Wallcoverings and Woodcare market

The UK market for paint, wallcoverings and woodcare has shown considerable improvement in recent years, boosted by increased spending on home improvement products. According to a new report from AMA Research, the market value increased by an estimated 3% in 2015, following 5% growth between 2012 and 2014. Whilst all product sectors have enjoyed increased demand, rates of growth have varied between the key product sectors.

Key drivers of demand are the rise in both new housing output and property transactions, which both stimulate demand for refurbishment. In common with other home improvement products in recent years, the paint, wallcoverings and woodcare market has also been boosted by the “get someone in” or “do it for me” trend due to the recovery in incomes, a reduction in DIY skills and lack of time amongst homeowners. Climate conditions and weather also play a significant role in market developments, with sales boosted during warmer summer months, but also severe winter storms resulting in increased demand for woodcare products for windows, doors, garden buildings, fence panels etc.

As the chart shows, ‘paint and effects’ represent the largest product segment in value terms – accounting for over 60% of the total market - having increased by an estimated 12% from a low point in 2009. Key sector features include, popularity and wider availability of designer paints, the proliferation of good quality own brand paint and expanded ranges, more value-added and innovative products - as well as increased focus on the environment and sustainability product features.

In 2015, the UK wallcoverings sector reached its highest point in over a decade, underpinned by consumer trends such as feature walls, with designer brands continuing to gain popularity. Sales of woodcare products have increased around 17% between 2009-2015, by value, and growth was relatively strong in 2014/15. However, sales remain strongly cyclical with UK weather conditions continuing to have strong influence of the sales of exterior wood care products.

In terms of distribution, the DIY multiples channel accounts for a significant share of the market, with large ranges of branded and un-branded/own brand products available in the majority of outlets. The distribution of paint, wallcoverings and woodcare is likely to experience some change into the medium-term as the trend for “get someone in” could bring focus back onto the trade centres/merchants at the expense of the DIY multiples.

 “Medium-term prospects for the paint, wallcoverings and woodcare market remain positive, if modest, with annual value growth of around 2-3% currently forecast to 2020” comments Andrew Hartley, Director of AMA Research. “Factors underpinning growth are likely to include the continuing recovery of the house moving and housebuilding sectors and continuation of the ‘get someone in/do it for me’ trend, though value growth may continue to be constrained by significant pricing pressures.”

The paint market will continue to benefit from the recent trend for use of more colours in internal décor schemes, but aggressive pricing pressure is likely to remain a key feature of the market as suppliers continue to compete for share. Wallcoverings will also benefit from the continuation of the trend for feature walls, as well as higher value products such as photo walls and murals. In the longer term, sales of woodcare products will ultimately be dependent upon the popularity of timber used for furniture, garden buildings, flooring, new & replacement doors & windows, patio doors and conservatories.

The ‘Paint, Wallcoverings and Woodcare Market Report – UK 2016-2020 Analysis’ report is published by AMA Research, a leading provider of market research and consultancy services with over 25 years’ experience within the construction and home improvement markets. The report is available now and can be ordered online at www.amaresearch.co.uk or by calling 01242 235724.