Christina Cooley of J.D. Power Discusses Environmentally Friendly Messaging for Differentiation in Retail Paint Market as Supply Chain Challenges Continue

During the past two years, the home improvement sector experienced an uptick in sales as customers tackled do-it-yourself (DIY) projects to improve the functionality or aesthetics of their homes—and kill time. This elevated level of activity has reshaped the landscape of the paint market.

J.D. Power research indicates that customers are recalibrating their expectations and buying habits when it comes to paint, as factors like environmental friendliness, durability and toxicity become more top of mind in this challenging environment. This shifting dynamic creates an opportunity for brands and retailers to distinguish themselves in a competitive market.