Industrial Coatings Market 

Q&A with Juliane Hefel, Senior Vice President, Industrial Coatings and
Specialty Products, PPG

CW: How has the market for industrial coatings performed in the past year? 

Juliane Hefel: Despite a challenging market environment marked by subdued consumer confidence and macroeconomic headwinds stemming from ongoing geopolitical tensions, PPG has continued to demonstrate strong resilience in the industrial coatings sector. Our performance reflects the dedication, agility, and consistent execution of our teams across the globe. 

We are encouraged by the momentum we are building, and we remain confident in our ability to navigate near-term headwinds. While market conditions are expected to remain complex in the quarters ahead, PPG is well positioned to deliver results through our focus on operational excellence, innovation, and customer partnerships.

CW: Which application segments (onshore oil and gas, commercial architecture, industrial maintenance, etc.) represent the most opportunities in terms of growth? 

Juliane Hefel: We are seeing meaningful growth opportunities across multiple industrial subsegments this year, including heavy-duty equipment, general finishes – in particular infrastructure and data centers – as well as extrusion. We anticipate steady growth in these segments for the remainder of the year and into 2027. 

CW: Geographically, what areas are the fastest growing? 

Juliane Hefel: Asia Pacific continues to be our fastest-growing region within PPG’s industrial coatings portfolio, and we expect this momentum to carry forward through 2027. This growth is being driven by rapid industrialization, robust infrastructure investment, and expanding manufacturing activity across the region. 

Beyond Asia Pacific, the Middle East is emerging as a compelling growth opportunity for PPG. Large-scale construction projects, significant regional expansion initiatives, and a growing demand for sustainably advantaged coating solutions are creating meaningful openings for us to deepen our presence and deliver value to customers in that market. 

CW: What are your customers looking for in terms of performance of their industrial coating? 

Juliane Hefel: Our customers demand coatings that deliver reliable corrosion protection, long-term durability, and elevated aesthetics. This is particularly critical in high-stakes markets such as heavy-duty equipment and transportation, where assets are routinely exposed to harsh environmental conditions and performance cannot be compromised. 

We are committed to meeting and exceeding these expectations through advanced coating solutions that not only safeguard assets against degradation but also enhance their life span, appearance and finish quality. Increasingly, we are also seeing sustainability and productivity rise as key customer priorities that are driving meaningful innovation across our portfolio in areas such as lower-cure technologies, improved transfer efficiency, and enhanced edge coverage. 

Together, these advancements empower our customers to achieve dependable performance, lasting visual appeal, and greater operational efficiency, reinforcing PPG’s position as a trusted partner in industrial coatings. 

CW: How has environmental legislation affected the market for industrial coatings? Do you see a move from solvent-based coatings to using more water-based (acrylic and alkyd) coatings? 

Juliane Hefel: Environmental legislation is undeniably reshaping the industrial coatings landscape. As regulations continue to evolve across global markets, and as customers increasingly prioritize reducing their environmental footprint, the industry is experiencing a meaningful and accelerating shift away from traditional solvent-based coatings toward more sustainable alternatives. 

We have been proactive in anticipating and responding to these changes. We’ve advanced a robust portfolio of innovative solutions including waterborne coatings and energy-curable radiation technologies such as UV and EB curing that are specifically designed to help customers lower VOC emissions, improve application efficiency, and maintain or enhance coating performance. 

The transition toward water-based coatings, including acrylics and alkyds, is real and gaining momentum. However, we see this not simply as a compliance-driven shift, but as a genuine opportunity for customers to achieve better outcomes by reducing their carbon footprint, unlocking productivity gains, and realizing meaningful cost savings over the long term. 

PPG remains committed to leading this transition, ensuring our customers are equipped with the right solutions to meet today’s regulatory demands while positioning their operations for a more sustainable future. 

CW: What new products has your company recently launched? Please give a brief description. 

Juliane Hefel: PPG ENVIROCRON Extreme Protection Edge Plus is a patent-pending powder coating that sets a new standard for edge protection. It delivers a smooth, uniform finish with superior one-coat corrosion resistance—especially on sharp edges and complex geometries—while minimizing shrinkage during curing for better coverage. Tested to outperform existing one-coat and two-coat powder systems, this advanced coating offers exceptional first-pass transfer efficiency and outstanding durability, even under the most demanding conditions. Ideal for intricate metal parts, it is available in a wide range of colors and works with manual or automated powder coating systems. 

PPG AQUACRON Waterborne Shop Primers (WSP) are high-performance primers designed for structural steel, combining fast curing, durability and sustainability. With ultra-low VOCs, no reportable HAPs and flexible spray or dip application, they deliver a smooth finish and strong protection against flash rust—even during outdoor storage. Ideal for steel fabrication, framing and joists, these primers support efficient production and
regulatory compliance.