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U.S. Architectural Coatings Markets
Frost & Sullivan, June 2006
This Frost & Sullivan research service entitled U.S. Architectural Coatings Market provides a comprehensive outlook on the architectural coatings markets by revenues and unit shipments of the interior and exterior applications market, along with a complete analysis of key market drivers, restraints, and trends that are impacting this market. In this research, Frost & Sullivan's expert analysts thoroughly examine the following markets: interior architectural coatings market, exterior architectural coatings market and value chain analysis of architectural coatings market.
Market Sectors
Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this research:
- Exterior Architectural Coatings
- Interior Architectural Coatings
Technologies
The following technology is covered in this research:
- Architectural Coatings: Architectural coatings are defined as the paints and coatings that are applied on-site to new and existing residential, commercial, institutional, and industrial buildings.
Market Overview
Increased Incomes and Interest in Aesthetics Spur the U.S. Architectural Coating Market
Increase in the number of dual income families coupled with reconstruction activities in the wake of natural calamities have spurred building activities in the United States. This in turn has given a boost to the country’s architectural coatings market. Trends show an increase in dual income families in the United States making it affordable for this segment to invest in beautifying their homes, which includes painting, says the analyst of this research. Other factors boosting sales include the increasing aesthetic sense of consumers, and the increased awareness of consumer preferences by coatings companies.
Due to the vast and more complex array of paint types, colors, and grades available, consumers are leaning on professionals for advice on making the right selection of paint and materials. Additionally, realtors tend to persuade homeowners, who intend selling their homes, to have their homes professionally painted and decorated in order to increase resale value. To depend on professional assistance, in turn, benefits the growth of the market, and the amount of investment in this segment has registered an increase. This is also aiding the market toward the manufacture of high quality products.
Convenience of Internet Use is a Critical Selling Point
Consumer preference is likely to be a dominant factor, which would influence companies to consider aesthetic appeal and convenience of shopping more sincerely, notes the analyst. The Internet has emerged as an important medium for companies to sell their paint products and services, as well as highlight products that could result in store sales. With most of the domestic buying in the United States done on the Internet, and with more than 80 per cent of that being done by women, companies are experimenting with every possible strategy to induce them to buy their products. The market has invested a great deal in conducting in-depth research not only on the Internet as a medium but also on the paint textures and colors that customers would prefer to buy.
Most of the top companies in the coatings market have an interactive tool on their Web site, which presents different shades of colors and their combinations to aid surfers in shopping. For example, the market already has witnessed companies, such as Behr Process Corporation, taking initiatives in addressing customer needs by offering painting tutorials with color-matching facilities on their Web sites. Web sites are designed to provide expert guidance and offer tutorials in an effort to educate the homemakers, who account for a major share of business in the do-it-yourself (DIY) segment.
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