Italian market
The paint market in Italy
Paint is any liquid or pigmented composition that solidifies after being applied. The main purposes of paint are to color, protect or harden surfaces and objects.
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Paint is any liquid or pigmented composition that solidifies after being applied. The main purposes of paint are to color, protect or harden surfaces and objects.
The paint market in Italy is stagnant today, having peaked in the years 2010-12. However, the renovation industry (particularly helped by government subsidies) is helping to keep this market afloat. More than half a billion liters of paint are used in Italy each year. There are more than 600 paint manufacturers (up to 795 according to other estimates), which include multinational corporations, sole proprietors, small cooperatives, SMEs, local craft enterprises, etc. The distribution of paint is often territory-based, and there seems to be a high degree of customer loyalty in this sector. In addition, government guidelines regarding construction restrict the color and type of paint in different regions of the country.
The number of painters/varnishers is almost impossible to measure: they are often freelancers, micro-businesses, or craft businesses. Despite stagnation, the paint market in Italy is the third largest in Europe behind France and Germany.
This market can be classified into 4 main segments:
Architectural paints (interior, exterior, wood protection, furniture)
Automotive paints (cars, trains, ships/boats, airplanes, etc.)
Industrial paint (machinery, flooring)
Artistic/decorative paint
In Italy, the top 10 paint manufacturers account for a 43% market share and produce 49% of paints. Italy is a major paint exporter: 194 million euros to Germany, 153 million euros to Spain, 148 million euros to France, 135 million euros to Poland, and 112 million euros to Russia. With growing markets such as India (+13.8 percent paint use from 2018 to 2019) and Scandinavian countries (all +7 percent paint use from 2018 to 2019), Italy can potentially benefit from these changing dynamics.
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