Sustainability and the Architectural Paint Market

Sustainability is an increasingly important trend for the paint and coatings segment. Besides the interest in customers for greener products, it is also smart business sense. In speaking with leading architectural paint suppliers, it is clear that sustainability and environmentally-friendly technologies will continue to go hand-in-hand.

Rob Sheehan, VP, customer segments and product marketing at Benjamin Moore, noted that Benjamin Moore is committed to operating its business safely, responsibly and in compliance with federal and local regulations throughout the manufacturing process and in the resulting products that it offers.

“Some examples of these technologies include the proprietary Gennex Colorant System exclusive to Benjamin Moore products – the industry’s first zero-VOC waterborne tinting system,” Sheehan said. “This innovation enables our low-VOC products to remain low-VOC even after tinting. All of our premium products meet or exceed industry standards, and many are third-party certified as well.”

Alexandra Sinclair, director of product information at Sherwin-Williams, noted that Sherwin-Williams’ top priority is to make the painting process and customers’ lives easier with coatings that work for them long after the paint is brushed onto the wall.

“We are committed to innovation through a continuous improvement mindset that is ingrained into our product development process from day one,” Sinclair observed. “Sustainability is woven into this process from concept to commercialization, and over the past few years, we’ve introduced several coatings that do everything from extend the exterior painting season to minimize burnish resistance despite frequent contact.”

Sinclair pointed to Sherwin-Williams’ SuperPaint with Air Purifying Technology, which contributes to cleaner indoor air quality with technology that helps break down unwanted odors and reduces VOCs (volatile organic compounds) from potential sources like carpet, cabinets and fabrics.

“This product is particularly well-suited for bedrooms and nurseries but can help improve air quality in any room of the home,” added Sinclair.

Eric Stevenson, director of brand and product management for PPG’s Architectural Coatings business in the U.S. and Canada, noted that PPG has been an industry leader for nearly 140 years, providing customers with inventive and trusted paints, coatings and specialty materials, and the company continues to be a pioneer in developing technologies that solve the needs of its customers’ biggest challenges.

Stevenson said that a core focus for the architectural coatings portfolio has included reducing volatile organic compounds (VOCs) and transitioning to water-based paints, which have now become commonplace in the industry.

“PPG offers several zero- or low-VOC products, which assist architects, building owners, professional painters and consumers in selecting products that reduce the exposure of VOC in an indoor environment,” Stevenson observed. “These products also appeal to users, both professional and DIY, who are increasingly conscious of the environmental impact of the purchase and use of goods.

“While the above is focused on minimizing the impact paints have on the environment, architectural paints create much value when it comes to protecting and beautifying our homes and surroundings,” he added. “More projects than ever are being driven by a firm desire to have a positive impact on people as well as the planet, and PPG has continued to advance innovations that promote circularity, improve the useful lifetime of an asset, or absorb emissions. One example is PPG’s SIGMA Air Pure, an innovative bio-based wall and ceiling paint that neutralizes up to 70% of formaldehydes in indoor air.”

According to Bob Dirks, AkzoNobel’s global segment manager Architectural, eco-awareness is increasing and, in recent years, the demand for sustainable coatings solutions has increased – and the company expects this to accelerate further on the powder coating side.

“We’re getting ready for this, we’re leading the way and we’re ready to set new standards in our industry,” said Dirks. “From our side, we’re looking at optimizing the curing of the powder coatings process. We’re constantly looking for ways to be able to powder coat even more. Reducing curing temperatures is one way to do so. Lower temperature curing powder that can be applied over a much broader number of substrates will make a difference, offering a big sustainability advantage.

“It’s not only this, though,” Dirks added. “Everything we do is driven by market needs and our commitment to People. Planet. Paint. Whether offering scratch resistance, combining super durability and flexibility, improving material usage through lower applied film builds, or adding more functionality to the coatings, providing the ultimate powder solutions and helping our customers reach their sustainability goals are at the core of what we do in our powder coatings business.”

New Architectural Coatings Reach the Market

The architectural paint and coatings industry is a huge business; Allied Market Research valued the architectural coatings market at $63.3 billion in 2020, and it is growing. Home owners and contractors alike are always on the lookout for new and improved products.

Dirks noted that AkzoNobel’s powder coatings are expanding into the architectural field.
“Recent product launches in our powder coatings portfolio include the Futura Collection 2022-2025, Précis Ultra Matt and Interpon W,” noted Dirks. “The Futura Collection 2022-2025 delivers a superdurable performance, combined with transparency and reliability. The Interpon D2525 range is one of a family of products that’s not just helping us to imagine the future, it’s also protecting it. Backed by an Environmental Product Declaration (EPD), the raw materials, manufacturing and transformation associated with creating Interpon D have been assessed by an independent third party for their transparent sustainability credentials.

“Interpon Précis Ultra Matt delivers a finer mica effect that enables an ultra matt surface to change appearance, depending on the way light reflects off it, providing a finish that doesn’t only look amazing, but also offers durability,” Dirks said. “Interpon W offers a range of powder coating solutions that can transform how designers and manufacturers work with heat-sensitive substrates, such as wood and plastic. Interpon W is not a single product, but a comprehensive range of powder coatings that can help even the most challenging shapes and substrates have a seamless, consistent finish and all-round protection.”

Stevenson said that it has been an exciting time in terms of innovative product launches for PPG.

“Recently, PPG has introduced PPG COPPER ARMOR, an antimicrobial interior paint; PPG PROMINENCE, a zero-VOC paint and primer in one; and GLIDDEN MAX FLEX spray paint, a revolutionary lacquer formula aerosol,” he said. “Despite just hitting the market within the last year and a half, Copper Armor and Max Flex have already been honored with several awards for their innovative properties that provide user benefits beyond that of just a premium paint. Copper Armor was recognized by The Architect’s Newspaper Best of Product Awards, as well as by the prestigious R&D 100 Awards. Awards for Glidden Max Flex include The Home Depot 2022 Innovation Awards, Popular Mechanics Gear of the Year Awards and Popular Science’s 2022 Best of What’s New Awards.”

Sue Wadden, director of color marketing at Sherwin-Williams, noted that Sherwin-Williams recently launched the Sherwin-Williams 2023 Color of the Year, Redend Point SW 9081.

“Redenbd Point SW 9081 a soulful blush-beige hue that inspires connection and invites discovery,” Wadden said. “This color is a perfect representation of warmth and empathy, which were two central themes we knew we wanted to focus on in our research for this year. I hope the color inspires people to explore and have fun with neutrals in new ways this year.”