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UPDATE 2-Home improvement firm Masco misses quarterly sales estimates as demand falters

(Adds segment details in paragraph 6)

April 24 (Reuters) - Masco missed Wall Street expectations for first-quarter sales on Wednesday, hurt by weak demand for its products in North America, China and Europe.

Shares of the company, which makes home building products, were down about 4% in early trading as Masco also maintained its annual forecasts, despite price hikes.

"We haven't really seen a restoration of volumes," CEO Keith Allman said on a post earnings call.

The company's volumes fell 4% in the first quarter ended March 31, while pricing was up 1%.

North American sales fell 2% and international sales decreased 5%, dented by soft demand in key markets of Europe and China.

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The company's net sales from its plumbing products business, which is a major revenue contributor, also decreased 2% in the quarter.

The Behr paint maker said it now expects sales to be slightly down in the first half of the year, with modest growth expected in the back half of the year.

Masco's first-quarter gross margin grew 180 basis points to 35.6%.

The company posted an adjusted profit of 93 cents per share for the quarter ended March. 31, compared with analysts' average estimate of 88 cents per share, according to LSEG data. (Reporting by Anuja Bharat Mistry in Bengaluru; Editing by Shinjini Ganguli)