Name: the paint market
Brand: Businesscoot
Price: 89 EUR
Availability: InStock

INFORMATION ON THE STUDY

Prix: 89€ HT
Last update: 26/08/2021
Language: English
Category: Home goods
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Content of the study

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MARKET OVERVIEW

1.1 Definition and scope of study

Paint is any pigmented liquid or liquifiable composition that after being applied solidifies. The main purposes of paint are to colour, protect or texturize surfaces and objects

The paint market in Italy today is stagnant, having reached its peak in the years 2010-12. However, the renovation industry (particularly helped by state subsidies) is helping keep this market afloat. Every year more than half a billion litres of paint are used in Italy. There are more than 600 paint manufacturers (up to 795 according to other estimates), which include multinational companies, individual entrepreneurs, small cooperatives, SMEs, local artisanal businesses etc. The distribution of these is often territorially based and in this industry there seems to be a high degree of customer loyalty. Additionally, governmental directives regarding construction limit the colour and type of paint in different regions of the country

The number of painters/appliers is almost impossible to measure: they are often free-lancers, micro-enterprises or artisanal ventures. Despite the stagnation, Italy’s paint market is the third in Europe only behind France and Germany.

This market can be categorised in 4 main segments:

Architectural paint (interior, exterior, wood protection, furniture)
Automotive paint (cars, trains, ships/boats, planes, etc)
Industrial paint (machinery, floors)
Artistic/decorative paint

In Italy, the top 10 paint manufacturers represent a market share of 43% and produce 49% of the paint. Italy is a very important exporter of paint: €194 million to Germany, €153 million to Spain, €148 to France, €135 to Poland and €112 million to Russia. With increasing markets such as India (+13,8% use of paint from 2018 to 2019) and the Scandinavian countries (all +7% use of paint from 2018 to 2019), Italy can potentially take advantage of these changing dynamics