Table of Contents
AMA Research are pleased to announce the publication of the 7th Edition of the report “Paint, Wallcoverings and Woodcare Market Report - UK 2014-2018 Analysis” - incorporating original input and primary research, it represents an up-to-date and informed review of this evolving market.
The report provides a detailed analysis of the following sectors:
Overview of market, including performance in 2012/13 and key influencing factors.
PAINT – emulsions, solvent/oil based paints and “others”.
WALLCOVERINGS - vinyl, finished wallpapers and whites.
WOODCARE - interior, exteriorand garden woodcare products.
This unique report reviews recent developments in this market in terms of market value, trends, product mix, supply and distribution structures, key influencing factors, as well as offering forecasts for future market size and comment on possible future developments.
Despite the recent economic climate, the sector has outperformed many home improvement sectors, and a continued recovery in the housing market - both in terms of newbuild and home improvements - should add further stimulus to underlying market growth. The wide range of end-use markets offers scope for manufacturers, suppliers and retailers to generate growth in niche sectors.
Areas of particular interest:
Market share by value for overall market and key product sectors.
Review of key market influences and trends.
Review of key product sectors and sub-sectors – growth / declining sectors.
Changes in supply and distribution structures.
Review of future prospects – short term prospects in 2014-15 and medium term forecasts through to 2018.
Some of the companies included:
A.S. Creation (UK), Akzo Nobel Woodcare, AkzoNobel Decorative Coatings, Arthouse, Barrettine Products, Bedec Products, Belgravia Décor, Blendworth International, C. Brewers & Sons, Colefax Group, Concept Coverings, Craig & Rose, Crown Paints, CWV Limited, Dacrylate Paints, Designers Guild, Dulux Decorator Centres, Farrow & Ball, Fiddes & Sons, Fine Décor Wallcoverings, Gainsborough Silk Weaving Company, Graham & Brown, Grandeco UK, Holden Décor, John Myland, Jotun Paints (Europe), Leyland Decorating Centres, Liberon, Newmor Wallcoverings, Omnova Wallcovering (UK), Osborne & Little, Osmo UK, Osmose Timber Technologies, Ostendorf UK, Palace Chemicals, Plasti-Kote, Polyvine, PPG Architectural Coatings, PPG Architectural Coatings, Rasch (UK), Rightway Bevans, RJ Stokes, ROMO Fabrics, Ronseal, Rustins, Speciality Coatings (Darwen), Stax Trade Centres, Steyport, Tor Coatings, Valtti, Walker Greenbank, Wallpaper Printworks Ltd, Wilman Interiors.
Key areas covered in the report include:
Market overview for paint, wallcoverings and woodcare – definition; market background; key trends.
Market size - analysis of size by value – trends up to 2013 and prospects up to 2018.
Review of key market influences – housing completions; non-domestic sector, property transactions; garden leisure market, and levels of household consumption.
Impact of the recent downturn on the market, contrasts with medium term trends.
Paint – sector performance from 2008 to 2013 with forecasts 2014 -2018; key influencing factors; % mix by value between emulsions, solvent/oil based paints and ‘others’; % mix by end use sector including DIY, trade domestic and trade commercial; paint effects sector; market characteristics and influencing trends; major suppliers and changes to supply structure in recent years; review of medium term prospects for paint.
Wallcoverings– performance from 2008 to 2013 with current forecasts 2014 - 2018; product mix for vinyls, finished wallpapers and whites; market characteristics; recent trends within the sector and wider home decoration market; key influencing factors; major suppliers to the UK wallcoverings market; future prospects for the sector.
Woodcare – analysis of market performance 2008 to 2013 with current forecasts 2014 - 2018; review of key influencing factors; product mix for interior, exterior and garden woodcare; identification of leading suppliers of woodcare products; future prospects.
SUPPLIERS AND DISTRIBUTION
Overview - major suppliers; product ranges; market shares.
Analysis of leading suppliers within each product sector – share by product group, growth companies, products/market positioning.
Distribution structure for paint, wallcoverings and woodcare – market shares by major channels – DIY, Trade Centres, Independents / Specialists, Merchants etc.
Review of key channels – major players; growing/declining sectors; key trends. Trade and retail review.
Future prospects for overall paint, wallcoverings and woodcare – market size forecasts; factors affecting this forecast; economic factors; trends in terms of product mix, innovation and development, supply and distribution, etc.
Key influencing factors in market – economic prospects from early 2014 onwards, housebuilding, commercial construction, garden leisure market, sales of garden woodwork/buildings etc.
Short term prospects in 2014-15 and medium term prospects up to 2018.
The overall market for paint, wallcoverings and woodcare in 2013 has seen a moderate increase in value terms, however the relative performance of individual product sectors has varied considerably. All of the product sectors are mature and thus vulnerable to shifts in the underlying economic climate, prevailing weather conditions as well as trends in home decor, consumer confidence and spending.
The post-recession market, at least to 2012, has been relatively volatile with the DIY sector in particular struggling as a result of the stagnant housing market, low levels of consumer confidence and rising pressure on household incomes. Recovery was also constrained by two years of poor summer weather in 2011/12, which inhibited DIY activity - particularly in garden care – though 2013 was a much better summer period.
However, government initiatives aimed at boosting the housing market, a stronger economic performance, a higher level of mortgage approvals and house sales, warmer and drier weather in 2013 and improved consumer confidence, have all contributed towards some improvement in the market. All categories returned to growth in 2013, although sales of wallcoverings, overall, remained relatively flat.
In value terms, paint and effects represent the largest product segment in the wider UK decorative products market, worth an estimated £557m in 2013, and representing growth of around 4-5% since 2009. Recovery in the paint and effects market since the 2008 peak has been slow - consumer spending and housemoving has been low, but substantial increases in global raw materials prices passed down the supply chain helped to effect a marginal rise in value.
Recovery in the wallcoverings sector has been slower than in the paint/woodcare sector, with the former – at least in the housing sector – more reliant on redecorating and refurbishing activity, which naturally takes longer to respond to higher activity in housemoving levels. However, from around Q3 2012 and on into 2013 the market began to recover, driven by a rise in volume sales as well as the ever-wider availability of high-end designer wallcoverings, to reach an estimated £168m in 2013.
Woodcare sales were down significantly in 2012, with exterior products in particular affected by poor summer weather constraining outdoor and garden related activities. Some product categories fared better than others, with exterior wood stains and dyes, for example, slightly more popular than preservers, shed and fence treatments and decking treatments. We estimate that market value overall remained relatively flat in 2012, however, demand improved through 2013 with market growth estimated at around 3% in 2013, to reach a value of £156m.
Current housing market forecasts indicate that, at least in the short to medium term, there could be progressive improvement in underlying demand – both in housebuilding and moving levels. Growth is also likely to come from the health and education sectors. Our forecasts indicate the paint and effects market to be worth an estimated £573m in 2014, with market value rising to £615m by 2018.
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