The Asia Pacific (APAC) decorative coatings market has seen steady progress since 2010, outperforming the global decorative coatings market in volume and value. This surge in volume can be explained by the heavy investments in infrastructure developments by populous countries such as China, India, Indonesia and Vietnam.

New analysis from Frost & Sullivan, "Competitive Benchmarking of Decorative Coatings Companies in Asia Pacific," recorded market revenue of US$14.10 billion in 2010, which is likely to reach US$18.20 billion by 2012. Growth is expected to be stable with a compound annual growth rate (CAGR) of 13.5 percent.

Leading decorative coatings companies are eyeing the APAC region, as it shows tremendous potential with double-digit growth rates. Meanwhile, the equally low domestic consumption indicates vast untapped potential.

Current price escalation trends, however, could lead to market stagnation or replacement by alternate materials. Further, some countries have distinct methods of device classifications and their processes may not be transparent, making it hard for international decorative coatings companies to conduct business therein.

"International market penetration will be challenging due to the current political tensions, fluctuating currencies, disasters in Indonesia and Japan, and the complicated regulatory processes," said Raja Izzuddin, Frost & Sullivan consulting analyst. "In addition, the APAC decorative coatings market is likely to be affected by the continued economic uncertainty,volatile oil prices and the limited supply of key raw materials in the APAC and the rest of the world."

On the other hand, rising environmental awareness and the demand from the middle-class population in the Asia Pacific region have popularized environment-friendly decorative coatings. Market participants have to constantly innovate to meet global megatrends and deliver novel, affordable, and high-quality products with value-added functionalities.

"The APAC decorative coatings companies will benefit from strategic partnerships and joint ventures with strong local companies and key suppliers," said Izzuddin. "Such associations will usher in new technologies, enhance their equity value, and facilitate the company's establishment in a local market."

Existing companies should focus on competitive pricing and boost income through new distributor channels or direct sales. Additionally, they can expand and invest in organic growth to establishtheir local presence and capabilities, and rapidly enhance their market share.

Market players also need to be aware of the Association of Southeast Asian Nations (ASEAN) integration that takes place in 2015, to take advantage of this new regional regulation and thrive in this dynamic market.

"Competitive Benchmarking of Decorative Coatings Companies" in Asia Pacific is part of the Chemicals & Materials Growth Partnership Services program, which also includes research in the following markets: Market Overview of the 2010 Asia Pacific Industrial Wood Coatings Market, Strategic Analysis of the Paint and Coatings Market, and Strategic Analysis of Chinese Automotive Coatings Market. All research services included in subscriptions provide detailed market opportunities and industry trends that have been evaluated following extensive interviews with market participants.