If you've been paying attention to trends in the paint industry (and let's be honest, as a paint store owner, you probably have), one thing is crystal clear: eco-friendly paint lines are no longer just a "nice-to-have." They're becoming a must-have for retailers who want to stay competitive, attract conscious consumers, and, frankly, sell more paint.
So, what's all the buzz about eco-friendly paints, and why should you care? Let's dive in.
What Makes a Paint "Eco-Friendly"?
First things first: not all paints are created equal, and not all "eco" labels are created equal either. Generally, eco-friendly paints are defined by a few key features:
- Low or Zero VOCs (volatile organic compounds): VOCs are the chemicals in traditional paints that give off that strong "paint smell" and can be harmful to both humans and the environment. Low VOC and Zero VOC paints are safer for indoor use and better for air quality.
- Sustainable ingredients: Some paints use natural pigments, plant-based oils, or recycled materials instead of petroleum-based components.
- Environmentally responsible packaging: This can include recyclable cans, biodegradable containers, or refillable systems.
In short, eco-friendly paints are designed to minimize environmental impact without sacrificing quality. And the best part? Modern eco paints perform just as well - sometimes even better - than traditional options.
Why Retailers Should Care
You might be thinking, "Sure, it's nice, but do people actually buy it?" The short answer: absolutely.
Consumers are increasingly conscious about the products they bring into their homes. They care about air quality, sustainability, and the overall impact of their purchases. According to recent industry studies, demand for eco-friendly paint has been steadily climbing, with many shoppers willing to pay a premium for "green" options.
Here's why stocking eco-friendly paint lines can be a game-changer for your store:
1. Broaden Your Customer Base
Eco-conscious homeowners, DIY enthusiasts, and even professional contractors are looking for low VOC and sustainable options. By offering them, you're opening your doors to a new segment of buyers.
2. Boost Your Brand Image
Being known as a store that carries eco-friendly options signals that you're modern, responsible, and in tune with consumer trends. That's good marketing without extra effort.
3. Increase Sales Opportunities
Many eco-friendly paint brands also offer complementary products like brushes, rollers, or color-matching services. Upselling these items can add to your bottom line.
Tips for Selling Eco-Friendly Paint in Your Store
Stocking eco-friendly paint is just step one. To really make the most of this growing market, you want to sell it effectively. Here are some tips:
1. Educate Your Staff
Make sure your employees know what makes eco-friendly paints different. Customers will have questions about VOCs, durability, coverage, and cost. Knowledgeable staff can confidently guide them to the right product.
2. Highlight the Benefits
Don't just sell the "eco" angle. Talk about the practical benefits too: better indoor air quality, low odor, easy cleanup, and long-lasting finish.
3. Use In-Store Displays
Create a dedicated section for eco-friendly paints, complete with signage, color samples, and maybe even a demo of low odor application. Visual cues help customers notice the difference.
4. Offer Bundles
Pair eco paints with brushes, rollers, and primers designed for low VOC paints. Bundles make it easier for customers to commit and can boost your average sale.
5. Market Online
Update your website and social media with posts highlighting your eco-friendly lines. Share tips, color trends, and eco-friendly painting ideas to attract local buyers.
Overcoming Price Objections
Yes, eco-friendly paints are sometimes priced higher than traditional paints, and some customers may hesitate. But here's the secret: it's all about value perception.
Emphasize health benefits: no harsh smells, safe for children and pets.
Stress long-term savings: many eco paints are durable, meaning fewer touch-ups.
Highlight sustainability: buying eco paints supports environmentally responsible practices.
When framed correctly, most customers see the extra cost as an investment rather than an expense.
Partnering With the Right Brands
Not all eco-friendly paint brands are created equal. Some are industry leaders with strong marketing support, color matching systems, and training programs for retailers. Partnering with reputable brands ensures your store gets quality products that sell, plus marketing collateral and staff training to make selling easier.
Here are some top eco-friendly paint brands you should know:
Benjamin Moore – Natura & Eco Spec
ZeroVOC paints even after tinting, with low odor, excellent coverage, and a wide color selection.
ECOS Paints
Zero or very low VOC, non-toxic, water-based paints ideal for sensitive environments.
Sherwin-Williams – Harmony
Low / Zero VOC paints with low odor, perfect for homes, offices, and schools.
Behr – Premium Plus / Low VOC Lines
Budget-friendly, widely available, and accessible for eco-conscious customers.
Farrow & Ball
Water-based with minimal VOCs, high-quality finishes, and a refined color palette for premium projects.
Clare Paint
ZeroVOC, GREENGUARD-certified paints with trendy colors and sustainable packaging.
BioShield Paints
Natural clay, chalk, and plant-based materials for non-toxic finishes, perfect for historic homes.
Green Planet Paints
Plant- and mineral-based formulas with Zero VOC and non-toxic credentials.
Final Thoughts
The eco-friendly paint market is growing fast, and for good reason. Customers care about the environment, their health, and the quality of the products they use in their homes. Paint stores that embrace this trend not only position themselves as modern and responsible but also open up new revenue streams, attract loyal customers, and stay ahead of the competition.
If you haven't already, now is the time to explore eco-friendly paint lines for your store. Start small, learn what resonates with your customers, and expand as demand grows. With the right products, marketing, and staff knowledge, your store can become a go-to destination for eco-conscious painters - and that's a win for everyone.