Industrial Coatings Update

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

AkzoNobel: “AkzoNobel Industrial Coatings started the year strong, particularly in our Coil and Packaging Coatings segments, which showed resilience in the first half despite a challenging global backdrop,” said Chris Bradford, market director, Coil & Packaging Coatings, AkzoNobel Industrial Coatings.

“However, softer industrial demand in the second half of the year resulted in overall volumes remaining flat. While the Wood Finishes demand remained relatively muted, the Wood Adhesives segment achieved some volume growth,” said Sarah Skinner, product marketing director, AkzoNobel Wood Finishes.

“Throughout 2024, we navigated an increasingly complex economic environment marked by persistent inflation, volatile exchange rates, and unfavorable market conditions in regions such as China,” said Bradford. “Despite these headwinds, we made significant strides in innovation and sustainability, expanding our portfolio of next-generation technologies, including bisphenol-free, PFAS-free, and styrene-free solutions, to address the metal packaging industry’s evolving regulatory and sustainability requirements. We launched new technologies in Wood Finishes and Wood Adhesives that advanced our sustainability agenda and expanded our lower carbon footprint portfolio through waterborne, energy cure and bio-renewables. And our Coil Coating business continues to make strides reducing materials of concern like chrome.”

“Looking ahead, we remain focused on supporting our customers with high-performance, compliant solutions while continuing to adapt to shifting market conditions across all segments,” Bradford added. 

PPG: “In 2024, and into 2025, we have seen strong demand in the coil and extrusion markets in line with trends of increased new building projects across many regions globally,” said Juliane Hefel, senior vice president, Industrial Coatings and Specialty Products, PPG. “Construction equipment to support growing building project needs has generated increased demand in this segment as well. Additionally, in 2024, we’ve seen increased needs in consumer product segments, largely driven by strong end use in gaming and drinkware demand as well as the continued trend to PFAS-free solutions in this segment.”

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

AkzoNobel: “Our growth strategy focuses on continued investment in growth markets and in segments where we have differentiated positions,” said Bradford “Industrial coatings markets exhibit conservative growth rates overall, with the strongest growth observed in the global beverage packaging sector. This growth is driven by a preference for sustainable and recyclable packaging material.”

PPG: “We anticipate heavy-duty equipment, transportation and construction to have steady growth for the remainder of this year and into the next several years,” said Hefel. “Customer preference for products that drive productivity through sustainable solutions continues to influence our research and development efforts, and we continue to invest in and grow our sustainably advantaged coating offerings.” 

“For example, we recently introduced PPG ENVIROLUXE™ Plus powder coatings for the heavy-duty equipment and metal office furniture markets. These coatings can help our customers achieve up to a 30% reduction in carbon footprint compared to standard durable powders. This reduction is made possible by the elimination of polytetrafluoroethylene (PTFE) fluoropolymer and the use of post-industrial recycled plastic (rPET). PPG focused on bringing this solution to market due to the growing desires of our customers in these high-growth segments to have more sustainable coating options.” 

CW: Geographically, what areas are the fastest growing?

AkzoNobel: “The packaging sector is experiencing strong growth worldwide with Asia being one of the world’s largest food packaging markets, and one that is experiencing rising demand for more sustainable and environmentally conscious food and beverage can coatings,” noted Bradford. “This is an area we continue to invest in, and last year we started our first line for BPAni internal and external metal can coatings at our performance coatings site in Shanghai. Additionally, the coil industry is witnessing expansion, particularly in the Asia Pacific region.”

“Our Wood Finishes business serves critical segments such as building products, cabinets, flooring, and furniture, all of which continue to have strong underlying trends that will contribute to future market growth,” said Skinner. “We operate in many markets that have growing populations and a housing shortage. Furthermore, in many countries, existing homes are aging and require remodeling and renovation. These emerging markets continue to drive growth in this sector, with South Asia (particularly India) leading the way as the fastest growing region. Additionally, Southeast Asia and Central Asia have demonstrated strong expansion, fueled by increased construction activity, rising disposable incomes, and growing demand for high-quality wood finishes.”

PPG: “We continue to see high growth and opportunity for industrial coatings in the Asia Pacific region, largely due to evolving environmental regulations and our customer’s preference for sustainably advantaged products, including powder coatings and waterborne technologies,” noted Hefel. “We’re also seeing opportunities in the Europe, Middle East and Africa region (EMEA), particularly in Saudi Arabia, which is experiencing growth due to large scale construction products and an increased interest in sustainably advantaged solutions.

“The rapidly changing tariff landscape poses an opportunity for global suppliers like PPG to grow in markets where our customers prefer to do business, and we expect to see evolving needs related to these impacts as they play out over the coming months.” 

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

AkzoNobel: “Our customers expect durable, reliable performance from coatings that work seamlessly within their existing workflows and are suitable for a wide variety of materials,” said Bradford. “It’s essential to deliver tailored solutions that meet the unique demands of each project, while also offering complementary programs that create efficiencies and ensure quick access to necessary materials. This applies across each of our segments and product systems. Our teams continue to innovate with the aim of creating high-performing alternative technologies that provide the same protection performance, reliability, and manufacturing efficiency of legacy solutions but with fewer environmental and safety downsides.

“Weathering performance is also a growing priority,” added Bradford. “Both Coil and Extrusion Coatings, as well as Wood Finishes, are backed by extensive performance testing and real-world weathering data. Products like CERAM-A-STAR® 1050, which are specifically designed for long-term protection, offer superior durability and weather resistance, even in harsh conditions.

“Beyond durability, aesthetics and color are increasingly important to our customers,” said Bradford. “The AkzoNobel Global Aesthetic Center has been at the forefront of translating global design trends into inspiring color choices for over 30 years. Through our annual ColourFutures™ trend research, we provide forward-looking color palettes across our segments – including the Color of the Year – that reflect evolving consumer preferences.”

PPG: “Corrosion protection has always been paramount to our customers when evaluating coating performance,” said Hefel. “This critical deliverable is key to safeguarding assets from degradation and to ensuring long-term protection, particularly in markets such as heavy-duty equipment and transportation, where assets are regularly exposed to harsh environments.” 

“In line with growing sustainability interests and productivity needs from our customers, we’re seeing increased preference for coatings that are sustainably advantaged. Whether it’s a need for a lower cure coating, high first-pass transfer rates or the incorporation of post-industrial recycled plastic (rPET), PPG is always exploring ways to enhance our customers’ product capabilities to meet their goals.”

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?

AkzoNobel: “We see a growing customer preference for waterborne coatings due to their lower VOC emissions compared to solventborne coatings,” said Skinner. Their non-hazardous formulation allows for easy training, seamless application, and straightforward handling as they do not require special transport. Additionally, they can assist customers in achieving their sustainability goals.”

“In Coil Coatings, we are working with partners, Globus Srl, IST METZ, Novacel and PCT Ebeam, to support the adoption of energy curing and reinvent the coil line of the future,” said Bradford. “Our goal is to help customers reduce their carbon footprint and enhance productivity. By bringing together all parties, we aim to build an ecosystem of industrial experts that will create awareness, knowledge and confidence in the industry, thereby paving the way for energy curing technology for metal coil coatings.”

“Environmental legislation is reshaping the packaging coatings market, through evolving regulations, substance restrictions, and mandates around circularity and carbon reporting,” said Bradford. “This is the last full year before bisphenol A (BPA) and per- and polyfluoroalkyl substances (PFAS) – which protect metal packaging and its contents – are phased out in Europe. Similar BPA restrictions are emerging at the state level in the US, South America and China. Many of our customers are taking a proactive approach, and – as we’ve seen in Europe – we anticipate more testing and adoption of next generation coatings globally.

“The underlying sustainability trend also presents enormous opportunities. The global beverage can market, for example, is forecast to grow 5% – from $33 billion in 2024 to $35 billion in 2025 – as manufacturers shift from plastic and glass to cans in response to consumer demand for more convenient, sustainable packaging,” said Bradford. “Our recent white paper explores how metal packaging manufacturers and the food and beverage industry can navigate regulatory changes and sustainability reporting. AkzoNobel was among the first to report in line with the EU’s Corporate Sustainability Reporting Directive (CSRD), placing us in a strong position to share valuable insight.” 

PPG: “Sustainability is a driving factor across the industry due to changing environmental regulations around the world,” said Hefel. “Customers have a desire to reduce their environmental impact, which is why technologies like powder, ultraviolet/electrobeam (UV/EB) and waterborne coatings are a key focus
for PPG.

“Amid changing regulations and requirements, we remain focused on providing our customers with products and processes that can reduce their carbon footprint while positively impacting their bottom line.”

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

AkzoNobel: “In our Wood Finishes portfolio, we recently launched the Selva™ Pro 2K polyurethane and 2K acrylic systems from our Chemcraft^® brand,” said Skinner. “These systems offer the highest standard in polyurethane and acrylic coatings systems for the professional and industrial woodworking community across North America. Inspired by the rich heritage and craftsmanship of trusted Italian-inspired formulations, Selva Pro systems are backed by decades of industry expertise to give layers of confidence in every coat.

“In EMEA, Sikkens Wood Coatings has expanded its portfolio with RUBBOL^® WF 3350, a midcoat and topcoat that contains bio-based material to deliver excellent performance while supporting customers toward their sustainability goals,” said Skinner. “The product is a sprayable 1K waterborne opaque coating for wooden components and is suitable for both interior and exterior use. The bio-based content used in this new product are renewable materials derived from plants. By reducing the dependency on fossil-based raw materials and lowering the use of non-renewable resources, RUBBOL WF 3350 helps to contribute to the circular economy.” 

“From our Coil and Extrusion Coatings segment, CERAM-A-STAR^® Expressions is a unique, high-performance, silicone-modified polyester textured coating engineered to mimic the appearance of natural wood and stone,” said Bradford. “Developed with the CERAM-A-STAR 1050 platform, it uses AkzoNobel proprietary resins and additives to deliver outstanding durability, moisture and UV resistance, flexibility, and abrasion resistance, backed by an industry leading warranty. Now featuring a standard color palette program, CERAM-A-STAR Expressions offers improved stock availability and simplified ordering.

“Last year, we welcomed the launch of FIDURA™ coil coating systems, designed specifically for the construction industry in EMEA,” said Bradford. “Crafted to meet the highest standards of reliability, durability, and versatility, these systems are tailored to meet the unique demands of various surfaces and applications, including roofing, walls and facades/cladding, rainwater systems, garage doors, and roller shutters. FLEXTEC™ systems for domestic appliances is another recent addition to the growing range. These high-performance coil coatings are engineered to enhance durability, aesthetics, and functionality in everyday domestic appliances.

“In regard to our packaging coatings offering, the response to changing legislation and the European food packaging industry’s shift towards more sustainable alternatives means we continue to develop new products that meet these needs,” said Bradford. “In the last 12 months we have launched the Securshield™ 500 series of internal coatings for easy-open food can ends – which is PVC-free and bisphenol-free (BPXni) – as well as Accelshield 300, an inside spray coating for beverage cans which is BPXni, PFASni and PVC-free.”

PPG: “Our innovation pipeline is focused on products that support sustainability and efficiency goals for our company and our customers,” said Hefel. “We have recently launched products that have reaffirmed this commitment, including: 

• The PPG ENVIROLUXE™ powder coatings portfolio, which combines durability and sustainability for a versatile solution for a variety of markets. The advanced technology behind these coatings ensures superior performance, providing long-lasting protection while helping applicators achieve up to 30% carbon footprint and support their sustainability goals.

• The PPG PRIMERON™ primer product portfolio is designed to provide high corrosion resistance for substrates including steel, hot-dip-galvanized steel, metalized steel and aluminum substrates. Formulated with an optimal amount of zinc, PPG PRIMERON™ high-performance zinc epoxy powder primer is a patent-pending breakthrough that offers a better balance of properties than standard zinc primers, including improved transfer efficiency, corrosion performance, application ease and lower applied costs.”

Dorsey Trailer and Sherwin-Williams Collaborate to Enhance Product Durability And Trailer Production Efficiency 

Sherwin-Williams and Dorsey Trailer, a premier manufacturer of customized aluminum, steel and combo trailers, announced a successful collaboration to enhance product quality and process efficiency at the Dorsey Trailer facility in Elba, Alabama. 

CHALLENGE: Scaling Production to
Meet Growing Demand 

For more than 100 years, Dorsey has been committed to building the most durable trailers on the road. Now the fastest-growing platform trailer manufacturer in the U.S., the company is constantly challenged to scale production. As demand rose, the need to streamline operations became clear. 

One challenge was Dorsey’s finishing line, which struggled to keep pace with demand while maintaining the company’s high standards of quality. With limited supplier support and a growing need for speed, quality and custom colors, Dorsey sought a better way forward. 

“Painting was always our Achilles heel,” said Trey Gary, president of Dorsey Trailers. “When demand started ramping up, we knew that something had to change on the
finishing line.”

SOLUTION: One System to Streamline,
Strengthen and Simplify 

Dorsey Trailer connected with local sales and technical service representatives from the Sherwin-Williams General Industrial division, who conducted line surveys to bring hidden inefficiencies to light. 

Among a range of process improvements, Sherwin-Williams recommended Duraspar Industrial Performance (IP) topcoat and primer, two products known to help transportation manufacturers increase efficiency while enhancing performance and aesthetic quality. 

When tested side by side, Duraspar IP primer demonstrated superior corrosion resistance compared to the competitor coatings, delivering the long-term protection Dorsey’s customers expect and reinforcing its promise that “A Dorsey’s more durable.”

“Before we even shared that we had switched to Sherwin-Williams, people were calling, asking what we did differently with the paint,” continued Gary. “They were very impressed.”

To ensure painter success with the new products, local Sherwin-Williams representatives were on-site weekly supporting implementation and training, pulling in resources from company research and development labs and local facilities to provide the solutions and expertise Dorsey needed to realize sustainable improvements. 

“Sherwin-Williams has the products, but they also have a staff invested in helping us be more efficient and cost effective,” said Gary. “Since they came on board, we’ve not had one production delay because of the paint.”

RESULTS: More Output, Less Waste, Better Performance 

Dorsey Trailer made Sherwin-Williams Company the main paint supplier in January 2025. Since making the switch from another major coatings supplier, Dorsey has achieved significant improvements in efficiency. 

The simple application process and incredible first-pass coverage of Duraspar IP from Sherwin-Williams allows Dorsey to use between 1-1.5 gallons less paint per trailer and save 15-30 minutes in application time per unit — reducing material usage and increasing potential throughput.