Report Indicates Demand for Paint Experts


Marketing research company J.D. Power recently released its 2022 U.S. Paint Satisfaction Study, reporting a high demand for interior and exterior paint experts.

“With the do-it-yourself trend continuing, there’s a huge opportunity for retailers and brands to partner and focus on training salespeople, despite the challenges of high turnover and supply chain issues,” said Christina Cooley, Director of the Home and Retail Intelligence Practice at J.D. Power.

“The best way retailers and paint brands can meet the needs of paint shoppers who rely on in-store guidance and support during their purchase is to differentiate themselves through their staff and the experience they provide.”

About the Report

The U.S. Paint Satisfaction Study was based on responses from 5,015 customers who purchased and applied interior paint, exterior paint and/or exterior stain in the past 12 months. Findings from the study are meant to provide the paint industry with insights into the evolving needs and demands of customers, includes the following objectives, according to J.D. Power.

The study was fielded from December 2021 through January 2022.

In the interior paint, exterior paint and exterior stain segments, overall customer experience was based on four key drivers of satisfaction: application; durability; offerings; and price. The findings were then organized by study segment, which involved the following:

  • Measures key drivers of satisfaction among customers who purchased and applied interior paint, exterior paint, interior stain and/or exterior stain;
  • Examines pathway to purchase;
  • Captures application behaviors;
  • Examines problems experienced; and
  • Delivers insight into what drives customer loyalty.

The study also looked at customer experience with paint retailers, which examined five key drivers of satisfaction: online experience; in-store experience; service and staff; merchandise; and price. These findings were then broken down into the following segments:

  • Captures brand image and reputation;
  • Measures key drivers of satisfaction among customers who purchased interior/exterior paint or interior/exterior stain from a major paint retailer;
  • Captures online and in-store experience; and
  • Delivers insight into what drives customer loyalty.

“Painting a home is one of the most common, yet impactful home improvement projects consumers undertake. Manufacturers rely heavily on loyalty in terms of both repeat purchases and positive recommendations,” wrote J.D. Power.

“Loyalty can only be achieved by truly understanding customers’ attitudes, preferences, and ultimately delivering an outstanding customer experience.”

Company Rankings

According to J.D. Power’s press release, Benjamin Moore ranked the highest in the interior paint segment with a score of 878. The Sherwin-Williams Company followed with a score of 873 and Behr Paints ranked third, reporting a final score of 867.

For the exterior paint segment, Sherwin-Williams ranked the highest, with a score of 863. Behr reportedly came in second with a score of 862 and Valspar ranked third with 851.

For the exterior stain segment, Sherwin-Williams again had the highest-ranking score, reporting 849. In second, Behr reported a score of 845, and in third, Benjamin Moore received a score of 843.

Finally, in tallying the scores for independent retailers, Benjamin Moore took the top spot with a score of 881. Ace Hardware and Sherwin-Williams Paint Store tied for second, having both received a score of 872.


Tagged categories: Behr Paint; Benjamin Moore; Coatings Technology; Exterior coatings; Good Technical Practice; Interior coatings; Interior Wall Coatings; J.D. Power; Market; Market data; Market forecasts; Market trends; NA; North America; Program/Project Management; Retail; Sherwin-Williams; Valspar

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