Canadian Paint Consumer Demographics

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Canadian Paint Consumer Demographics

The target consumers for Sherwin-Williams are Do-it-yourselfers, professional painting contractors, home builders, property maintenance, healthcare, hospitality, architects, interior designers, industrial, marine, flooring and original equipment manufacturers (OEM) and product finishers. Although we are able to provide demographic insights relating to the consumer segment called "Home Renovators," a segment that spend a large share of their purchase budget buying paints, we were unable to compile a clear demographic picture specifically of Canadian home paint buyers.

Useful Findings:

Sherwin-Williams

  • In terms of locations that Sherwin Williams maintains, there are more than 225 stores in Canada with 48 in British Columbia, 28 in Alberta, 7 in Saskatchewan, 9 in Manitoba, 88 in Ontario, 37 in Quebec, 4 in New Brunswick, 2 in Newfoundland, 6 in Nova Scotia, and 1 in PEI.
  • As reported in 2018, Sherwin Williams has a specific vision for Quebec that involves opening two to three stores in 2018 and five to six in 2019.
  • While specifying target markets in terms of geographic areas, the company mentioned there target markets in Quebec as Plateau Hochelaga Côte Saint-LucParc Extension/Mile End AhuntsicCôte-des-NeigeVieux-LongueuilGriffintownVieux-RosemontVanier/Pierre-Bertrand Terrebonne Saint-Romuald/LevisHaute-Saint-Charles/ L'Ormière.
  • Sherwin Williams introduced an app called colorsnap which was downloaded in more than 60 countries.
  • The target demographic of this app included: home-owners, architects and designers and painting contractors. Moreover, a mobile app was chosen as the medium to reach out to consumers as, reportedly, the company was trying to each a younger demographic.
  • In their annual report which also includes findings on the company's operations in Canada, the set of customers served included the following : Do-it-yourselfers, professional painting contractors, home builders, property maintenance, healthcare & hospitality professionals, architects, interior designers, industrial, marine, flooring and original equipment manufacturer (OEM) product finishers.

Behr:

  • Consumers targeted by another paint company, Behr, included “do it yourself” and professional customers who were sold through home center retailers and other retailers.

Benjamin Moore:

Home Paint Consumers in Canada and their Demographics:

According to a survey done by Houzze & Home — Canada for 2017 and 2018, the following insights were found:
  • For Home Renovators, Planned Top Purchase in 2018 was Interior or Exterior Paint with 39 percent share.
  • From the above insight home renovators can be reasonably considered as a premier consumer segment of paints.
The renovating homeowner demographics was as follows:

Age :

Income :

  • Annual Household Income under CA$75,000: 21 percent
  • Annual Household Income CA$ 75,000 — $124,999: 35 percent
  • Annual Household Income CA$ 125,000 or higher: 44 percent

Marital Status:

Education

Living location


Research Strategy

We began our research by exploring the annual reports, investor presentations and press releases of major paint companies operating in Canada, hoping to find the customer demographic data compiled by those companies, While this source provided some insight, a full demographic profile did not emerge from these sources and the data we did find was not granular enough to isolate information on Canadian home paint buyers.

Next, we turned to major publications such as AdWeek and Adage, sources that often offer insights into customer demographics. Unfortunately, we once again ran into the limitation that the Canadian home paint buying public was not sufficiently segmented in the data.

We then broadened the scope of our research to look at respected general media and press sources such as Canadian Business Journal, Financial Post, The Globe, and the Mail, among others. We found a few stories related to the industry, but nothing that provided clear demographic data.

Then we turned to market research and industry analysis sources such as Markets and Markets, Mordor Intelligence, GM Insights, Technavio as well as press release aggregators like PRNewswire, Businesswire, and GlobeNewswire. While we found a few paywalled reports that might contain the sought after data, we could not determine from the publicly accessible parts of the sources that the data within would be narrowly segmented enough to provide specific insights into the Canadian home pain buying customer's demographics.

Thinking creatively, we re-focused our research on case study databases, picking our Canadian paint company references in the hopes that an analysis of successful marketing pushed might contain demographic insights. Unfortunately, this strategy also failed to find the needed information.

We also tried looking at interviews and articles published by or on paint industry CMOs and C-suite execs int he paints industry. We had hoped that a member of the industry's leadership might share some specific insights into their customers via these formats. Unfortunately, these sources failed to offer detailed demographic information.

As a final strategy, we explored consumer database sources such as Numerator.com, Mintel, or data presented by IBIS world or Statista. Although some information relating to a section of users' demographics were partially available in sources such as Statista, the data was not extensive enough to resolve a demographic analysis of home paint consumers in Canada.

Throughout our research, we found many pieces of information adjacent to the sought after demographic data, pointedly a demographic breakdown of "home renovators" a customer base likely strongly overlapping home pain buyers. This data has been presented above.
Sources
Sources

Quotes
  • "Sherwin-Williams has more than 225 stores in Canada with 48 in British Columbia, 28 in Alberta, seven in Saskatchewan, nine in Manitoba, 88 in Ontario, 37 in Quebec, four in New Brunswick, two in Newfoundland, six in Nova Scotia and one in PEI."
Quotes
  • "With a Canadian annual growth rate of about 10%, Sherwin-Williams’ particular vision for Quebec involves opening two to three stores in 2018 and five to six in 2019. Ideal storefronts are 2,800 to 4,000 sq. ft. along high streets and in open-air centres. Target markets include: Plateau Hochelaga Côte Saint-LucParc Extension/Mile End AhuntsicCôte-des-NeigeVieux-LongueuilGriffintownVieux-RosemontVanier/Pierre-Bertrand Terrebonne Saint-Romuald/LevisHaute-Saint-Charles/ L'Ormière"
Quotes
  • "The company teamed up with digital agency Resource Interactive to create an iPhone application that lets users isolate a color within any photo taken on their iPhone and get matching Sherwin-Williams paint colors along with a coordinating palette to complement their choice. The application is called ColorSnap."
  • "ColorSnap was downloaded by thousands of users in more than 60 countries within the first week of its release. The application is ranked No. 35 out of 3,000 in the free utilities application category in the iPhone App Store."
  • "The application is geared towards home owners, architects and designers and painting contractors. Sherwin Williams chose mobile because the company is trying to reach a younger demographic"
Quotes
  • "CUSTOMERS SERVED: Do-it-yourselfers, professional painting contractors, home builders, property maintenance, healthcare, hospitality, architects, interior designers, industrial, marine, flooring and original equipment manufacturer (OEM) product finishers (page 11 of 85)"
Quotes
  • "These products are sold in North America, South America and China under the brand names BEHR® , KILZ® and other trademarks to “do it yourself” and professional customers through home center retailers and other retailers."
Quotes
  • "From the outset, Benjamin Moore implemented a distribution strategy that helped maintain its niche appeal to premium-quality paint users and helped separate it from the competition. "
Quotes
  • "The poll findings also show that most (71 per cent) Canadian homeowners aged 55+ would prefer to stay put and renovate their current home than sell it and move elsewhere. Boomers plan to spend about $10,800 on average, down 36 per cent from $16,800 last year, to address wear and tear primarily."
  • "$11,000 is the average they plan to spend on their home, down from roughly $11,800 last year Ontarians plan to spend $13,600, the highest in the country, but down from $16,000 last year Albertans plan to spend $8,100, the lowest in the country, but up compared to $7,400 last year Spending drops to $9,900 in British Columbia from $13,200 last year Spending edges higher in Quebec and Atlantic Canada at $9,900 and $9,500 respectively"