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1.1 Definition and scope of study

The paint, varnish and coating market can be divided into different segments according to their different markets. We can thus distinguish:  [FIPEC

- The construction and architecture sector: building paintings, general public and decorative paintings
- The industrial sector: industrial paints, anti-corrosion paints, marine paintings, bodywork paints
- Varnishes and various coatings 

The paint, varnish and coatings market is closely linked to the economic health of these different sectors and markets. In this way, activity levels in the building or decorative paint segments are closely linked to the real estate and construction sectors, while the economic performance of the automotive sector directly influences the demand for industrial paints. 

The global paint market is growing, driven in particular by the dynamism of the Asian region. This growth can also be explained by the global increase in construction spending or the growth of the automotive sector. It is also necessary to include socio-economic factors such as the continued increase in the world's urban population, consumer spending on housing or, more generally, the rise in living standards. 

The French market is growing slowly and should remain so for the coming years. In a highly competitive market, paint manufacturers are struggling to grow. The colour paints segment is declining, while white paints are progressing painfully. However, some markets, such as the paint market, are growing steadily. In recent years, for example, the number of transactions in old homes has increased. 

Paint manufacturers regularly innovate in the composition of their paints, and offer new uses for the simple function of coating. For example, there are fire-resistant paints, chalk paints or insulating paints on the market. And, due to growing environmental awareness, market manufacturers must develop new products that are more environmentally friendly or free of volatile organic compounds such as lead, which was banned in 2004 in paint composition.

1.2 World market: estimations are on the rise

Worldwide sales of decorative paints are estimated at US$**.* billion at the end of **** [***]. The market is estimated to increase at an annual rate of *.*% growth during the ****-**** forecast period.
World sales of decorative paints, ****-**** (***)

Source: ****
The rapid growth of urbanization, high living standards and growing architectural preferences of ...

1.3 The French market in decline

According to LSA Conso, the turnover of the French paint market at the end of September **** was estimated at *** million euros over the last twelve months (***), which represents a decrease of *% in value and *% in volume compared to ****.
The white paints segment has seen the greatest growth in recent months, at ...


2.1 2018 results: demand still on the rise

The turnover of painting and glazing work is growing up for the third consecutive year of increase after a decline in activities between **** and ****. In ****, these activities grew by *.*% compared to ****, the third-best annual increase in the last * years. [***]
Good results in the areas of home maintenance and renovation are encouraging ...

2.2 Households and paint consumption

In the maintenance-renovation work segment, household expenditure increased by *.*% in **** to €**.* billion [***]. Since ****, this market has grown by **.*%.
Household consumption (***) and annual change in paint products, varnishes, inks and mastics, ****-****

Annual change / Consumption       
Source: ****
Several factors may explain this increase. On the one hand, the number ...

2.3 Households and maintenance-renovation work

In the maintenance-renovation segment, household spending increased by *.*% in **** to €**.* billion [***]. Since ****, this market has grown by **.*%.
Household consumption (***) and annual change in housing maintenance and renovation, ****-****

Annual change / Consumption          
Source: ****
Several factors may explain this increase. On the one hand, the number of real estate transactions in existing home ...


3.1 Wage structure: an atomized market

The paintwork market is characterized by its atomicity. In ****, INSEE counted **,*** companies, including **,*** craftsmen in this sector. Thus, **.*% of the companies in the sector are, in fact, individual craftsmen. [***]
The number of craftsmen has been steadily increasing since **** when **,*** craftsmen were registered in INSEE's database. The annual growth rate of the ...

3.2 Painting in the DIY market

The DIY market is a major one in France with ** billion euros in ****. This includes all sales of DIY equipment across all distribution channels.
Since ****, this turnover has increased very moderately, with an average annual growth rate of *.**%. This increase contrasts with previous years: the average annual growth rate between **** and ...

3.3 L’essor du concept de « Do It Yourself »

Le Do It Yourself (***) est une pratique caractérisée par des travaux réalisés par le bénéficiaire lui-même, sans faire appel à un professionnel. Elle connaît un fort succès dans le domaine des travaux et aménagements d’intérieur : selon Les Echos, **% des Français ...

3.4 Une distribution organisée entre grandes surfaces et magasins spécialisées

Les enseignes Leroy Merlin occupaient la première place parmi les différents acteurs de la distribution du matériel de bricolage en ****, avec **% de part de marché. Il est à noter que sur ce marché, les trois premières entreprises détiennent **% de part de marché, ce qui le rend particulièrement ...


4.1 Paint production and dependence on suppliers

The five components in painting
Building paints and decorative paints are always composed of the same components:
The binder is a polymer that allows the paint to become solid as it dries, The solvent makes it possible to make the paint fluid enough to facilitate its application, The pigments natural or ...

4.2 Prices charged

According to the site, artisan painters can charge their services per hour (***), a VAT of **% or **% is also to be added to the total invoice. Finally, the travel expenses of a painter can vary between **€ and **€ before tax.
The price depends mainly on the services provided (***)
Finally, professional painters ...

4.3 Services and price index

The various services offered include:
Interior painting (***) Exterior painting (***) The restoration Laying floors, tiles Painting on partition walls Ceiling painting Painting finishes (***)
The different types of customers will be:
The private individuals Companies and private firms Historical monuments Administrative buildings
There are different types of paints:
Glycerophthalics: oil painting Acrylic paints Water-based ...

4.4 Trends among paint manufacturers

In May ****, ONIP, a manufacturer of high-end French paint, released a range of Clean'R paint that destroys up to **% of the formaldehyde in an interior room [***]. In ****, nearly **% of ONIP's sales were from this range.
The AkzoNobel paint group, the owner of the Dulux Valentine brand among others, wants to develop ...


5.1 Nomenclature des Activités Françaises (NAF)

The Nomenclature des Activités Françaises (***) is the classification of economic activities set up by INSEE, most recently updated in ****.
To allow for a better comparison between States and harmonisation, this classification is in accordance with the Statistical Classification of Economic Activities in the European Community, or NACE.
For this ...

5.2 French Customs Nomenclature

This nomenclature is common to the European Union (***) and is used to:
Customs declarations for trade with EU countries. Declarations of trade in goods between EU countries Present foreign trade statistics.
Source: ****
The CN* has just under **,*** headings.
We have retained the fields for the elaboration of different statistics throughout this ...

5.3 Strict regulations

VAT rates
Since the *st er as of * January ****, renovations of old homes carried out by professionals in the sector are subject to a reduced VAT rate of around **% (***). For thermal renovation works, a reduced rate of *.*% may apply in certain cases, such as painting in the case of insulation inside ...


6.1 Segmentation

  • Cromology
  • AkzoNobel
  • Axalta Coating Systems
  • Becker Industrie
  • ONIP
  • Théolaur peintures
  • Bonglet
  • Groupe EGR
  • Saint-Gobain
  • Gedex
  • Leroy Merlin

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Mathieu Luinaud

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Pierre Doussau

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