It is no surprise that waterborne coatings dominate the North American architectural coatings segment, a fact that is mainly due to their environmental friendliness and ease of consumer use. In a 2017 independent architectural paint market study, the size of the North American architectural waterborne paint segment was more than 4.7 million metric tons.
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The residential repaint and remodel market, which includes consumer Do-It-Yourself (DIY) and contractor paints, accounts for more than 67% of that segment. This breakdown highlights that the number of new homeowners, existing homeowners and contractors painting is increasing every year.
For those segments, high value is placed on balanced performance. These performance and application targets are highlighted in the products label claims. Through a survey of those claims from 14 top-tier paint lines, one can see that stain resistance, durability and one-coat hide are three of the most highly valued performance benefits. Figure 1 shows that those top claims are frequently highlighted multiple times on the same product, emphasizing their value. Additionally, all sheens emphasized identical claims, indicating good cross-sheen performance. A benchmarking lab study will be presented here to evaluate those claims.