A Strong Global Market
According to Grand View Research, the global exterior coatings market is expected to reach 39.04 billion by 2024. Researchers found that functional superiorities including weather and moisture resistance, better aesthetics and long lasting adhesion is expected to fuel market growth over the next eight years. “Furthermore, rising government spending in Asian countries on infrastructure development will augment industry expansion,” the report stated.
The report – titled “Exterior Architectural Coating Market Analysis By Resin Type (Acrylic, Epoxy, Polyester, Alkyd, Polyurethane), By Technology (Solventborne, Waterborne), By Product (Primer, Emulsion, Enamel), By Application (Residential [New, Repaint], Non-Residential [New, Repaint]) And Segment Forecasts To 2024” – found that growing demand for waterborne technology over traditional coatings will drive market growth. A key factor here is pricing and eco-friendliness.
“The introduction of green coatings coupled with the increasing usage of nanocoatings will create immense opportunities for growth over the next eight years,” researchers found.
Key findings of the report suggest that primer is expected to witness high revenue gains at a CAGR of 6.4 percent from 2016 to 2024, as it acts as a protector and leveler for other products including enamel and emulsions. “The revenue generated by the use of exterior architectural coatings in the non-residential sector was valued at $8.20 billion in 2015 and is expected to witness rise on account of growing FMCG, IT, telecom and retail sector in MEA and Asia Pacific. Moreover, rapid industrialization, increasing FDI and government infrastructure spending will promote market growth,” the report states.
Additional key findings indicate that the global demand for exterior architectural coatings was 7.12 million tons in 2015 and is expected to show high gains in light of rapid infrastructural development in India, Saudi Arabia, Thailand, Indonesia and the U.S.
Furthermore, alkyd resin will witness high volume growth at a CAGR of 5.3 percent from 2016 to 2024.
“Growing usage of alkyd resins in light of their high durability and superior gloss is expected to stimulate industry growth. Furthermore, rising consumption in outdoor applications owing to its low cost along with high-temperature resistance will fuel its demand over the forecast period.
“North America accounted for 22.6 percent of the global volume share in 2015 and is expected to witness significant gains in light of rising reconstruction activities in the U.S. coupled with infrastructure development in Canada and Mexico. Furthermore, the implementation of the National Infrastructure Program 2014 - 2018 (NIP) in Mexico is expected to promote the product growth over the forecast period.
Latin America is projected to witness substantial revenue growth at a CAGR of 6.4 percent from 2016 to 2024 owing to the presence of various participants including BASF, Sherwin-Williams and AkzoNobel. Increasing government efforts to offset Brazil’s housing deficit, and provide low-interest rates for housing will stimulate product demand over the forecast period,” researchers found.
Dan Passinault, PPG, director, Innovation, Products and Commercialization, said that consumers are looking for paints and stains that offer high quality, durability, convenience, easy application and pleasing aesthetics without high VOCs or strong odors.
Passinault added, “In the architectural coatings industry, low-VOC is no longer a specialty product offering, it is a must-have option for all brands in the space. In a crowded and competitive landscape, it is important to know how these products differ, understand the standards for low- and zero-VOC certification and how they impact job specifications. The main differentiator in the market is the classification as ‘low’-VOC vs. ‘zero’-VOC. Previously, painters were forced to make major sacrifices with product application to achieve lower VOC levels. However, low- and zero-VOC products have come a long way and now apply similarly to regular paints in coverage and spreadability. In addition LEED V4 is now a primary requirement for most commercial new construction projects, which calls for a higher level of understanding and commitment to sustainability in product offerings.
“As the low- and zero-VOC paint space progresses, we find that consumers will be looking at additional ways to be environmentally friendly, such as using recycled paints or paints made from bio-renewable resources, or participating in Paint Care programs,” he concluded.
Consumers of exterior architectural coatings are looking for products with similar properties as interior coatings, according to Judy Lynes, press representative for Dunn-Edwards. “Customers are looking for performance attributes that painting contractors are looking for with interior paints: excellent sheen uniformity, touch-up and blends well, good job hiding (good opacity), and ease of application.”
According to Lynes, Dunn-Edwards offers a wide array of paints that are environmentally friendly in order to meet customer demand. “ All Dunn-Edwards paints bearing the EG Free logo, are EG-FREE AND TAC/HAP-FREE. Ethylene Glycol (EG), a solvent often used in water-based paints, is listed as a Toxic Air Contaminant (TAC) and Hazardous Air Pollutant (HAP). In 1983, we were the first in the industry to voluntarily replace EG with propylene glycol, a non-toxic alternative ‘generally regarded as safe’ by the FDA. Also, every Dunn-Edwards product with the EG-Free logo is free of any other TAC or HAP, too.”
This year, the PPG Paints brand introduced the next generation of the <50 grams per liter volatile organic compound (VOC) version of BREAK-THROUGH! interior and exterior water-borne acrylic paint. One of the PPG Paints brand’s most popular products, Break-Through! paint offers a unique and versatile technology that provides excellent adhesion, hardness and block resistance to a variety of residential and commercial surfaces as well as quick drying time, Passinault said.
PPG’s Olympic Paints & Stains brand provided consumers with the opportunity to extend staining season, introducing Olympic Maximum Stain + Sealant in One with Weather-Ready application. The product’s features enable homeowners to stain when they want to, even if the weather isn’t perfect.
Additionally, the Pittsburgh Paints & Stains brand in March 2016 announced its launch of the new Paramount super premium line of interior and exterior paints, as well as a Paramount exterior stain line at Menards. These innovative products marry technology, strength and style to offer the most advanced protection and beautiful, lasting color.
Dunn-Edwards has several products for the exterior coatings market, including Aristoshield, Spartashield and Acri-Hues. Aristoshield is an ultra-premium interior/exterior ultra-low VOC enamel formulated with advanced water-based urethane alkyd technology for an oil like finish. It is ideal for use on high end residential, commercial and industrial projects where superior performance and durability are required on doors, trim, cabinets, as well as metal surfaces such as wrought iron, garage doors, hand rails, and metal doors.
Spartashield is a complete line of premium, ultra-low VOC, 100 percent acrylic exterior paints that provide exceptional hide, durability and versatility. Spartashield products apply easily, dry to a smooth, uniform finish and are low odor. Spartashield id ideally suited for use on commercial and residential projects such as schools, hotels, hospitals and single family or multi-tenant housing. Features include exceptional balance of sag resistance and flow and leveling.
Acri-Hues is a line of professional, ultra-low VOC, acrylic paints that provide dependable performance, very good durability, adhesion and hide. Acri-Hues applies easily, dries fast and has very low odor.
Colors of the Year, 2017
In addition to the need for high-quality, environmentally-friendly paint and coatings products, consumers also have to like what they see. Choosing paint colors for one’s home can be a time-consuming and very personal process. Generally speaking, people want to acknowledge trends without giving the impression that they are following a script. To help consumers find the right palette for their homes, every year leading paint companies announce their color of the year, color trends and palettes.
According to Dee Schlotter, PPG’s senior color marketing manager, after seeing its presence on fashion runways and in the hospitality industry over the past year or so, one of the main trends consumers can expect to see is an increased usage of a grayed-off violet in home décor and in paint colors.
“In keeping with consumers’ ever-expanding mindsets and the blending of many conventional definitions of male/female, work/play, young/old, and traditional/modern, indoor/outdoor 2017 will usher in moody, chameleon-like shades that blend calming, introspective hues with the sense of luxury typically associated with violet.
“PPG Paints brand’s grayed-off Color of the Year Violet Verbena perfectly embodies this innovative mix of sultriness and serenity, while Olympic paints’ Cloudberry offers similar minimalism encapsulated in a rich, elegant plum hue. Glidden paint’s Byzantine Blue is another great example of chameleon-like color, as it appears to be grayer when paired with dark neutrals yet looks more blue or purple when partnered with white colors. These trends represent a manifestation of the increasingly bohemian consumer lifestyle that places a high emphasis on spiritual exploration and introspective thinking.”
In keeping with this trend, Benjamin Moore recently announced its highly anticipated Color of the Year 2017 – Shadow 2117-30, a rich, royal amethyst. The company also unveiled Color Trends 2017, a corresponding palette consisting of deep, saturated hues.
“Allusive and enigmatic, Shadow is a master of ambiance. It is a color that calls to mind a ‘past’, yet it can also make a contemporary, color-confident statement,” said Ellen O’Neill, Benjamin Moore Creative Director. “Shadow is sophisticated, provocative and poetic, it can bring energy to a space or harmony and a moment of respite.”
The Color Trends 2017 palette features 23 rich and sophisticated hues ranging from muted pales to saturated deeps. In curating the palette, the Color Studio lent significant consideration to the pairing of colors and relationships between color families, as well as a newfound level of color confidence in deeper hues among design professionals and consumers. The inspirational Color Trends 2017 color card illustrates the use of color in ways that celebrate how shadow and light travel throughout a space during the course of a day. The Color Trends 2017 palette includes a total of 23 colors.
Sherwin-Williams recently announced Poised Taupe (SW 6039) as its color of the year. According to the company, this color “creates a cozy lifestyle and brings a sense of sanctuary into our homes. It diffuses the stresses of the world outside our doors — so much so that we feel restored and in balance when we walk across our threshold.”
The Danes have a word to describe this feeling, hygge (pronounced hue-gah), which loosely translates as cozy, or creating a sense of coziness and warmth. The soft glow of candle-light, a toasty drink, and the company of family and friends is certainly hygge, but this feeling comes from creating the right atmosphere.
“There is a particular beauty to be admired in homes that are allowed to age gracefully and show the wear and tear of everyday life,” according to Sherwin-Williams. “Lived-in homes seem to evolve harmoniously with their inhabitants. Every scratch, crack and mark records a story, a memory. The patina of a weathered wood tabletop can reveal the life and laughter of a party or the stain of spilled milk. At a time when perfection can seem like the ideal, a space that celebrates a well-lived life can be a sanctuary.”
Diamond Vogel Paint recently introduced its 2017 Color & Design Trends, and a focus for the upcoming year is red. According to the company, people are more connected now than any other time in history, and this connection will bring stunning colors inspired by other nations and cultures.
“Thanks to an ever-evolving global connection and increasing social media, there will be an emphasis on our shared spaces. We’ll see color palettes shaped by influences from China, Cuba, African and Middle Eastern countries. Red is an important color for many cultures: It symbolizes action, confidence, and courage. Expect to see a resurgence in a multicultural red representing courage and bravery,” the company states. “A happy, harvest-influenced yellow will also make the rounds. This rich yellow tone has a hint of earthiness, and works well with a grounded blue and an earthy twist on classic red. Riding the tails of this palette’s positivity and optimism, yellow-green works as an uplifting accent.”
Each year, Behr presents 20 new limited edition trend colors. The company’s 2017 palette, a curated collection of livable, fashion-forward hues, is segmented into 3 lifestyle collections: Comfortable, Composed and Confident.
The Comfortable palette features soft, tranquil and versatile colors. They work well for small spaces and help open up rooms that do not get a lot of natural light. Recently, pastels have transformed from sweet to mineral matte shades. Light blue can effortlessly become the focal point when supported by neutral hues on the floor and furniture. These pale hues can be energized with bright accents of yellow, orange or bold green.
The Composed palette consists of colors with depth and intensity. Its hues are for those who desire a stronger color experience. Deep, earth-inspired tones and rich jeweled shades provide and excellent background on which other colors can be layered.
These robust shades are reminiscent of traditional grandeur, but offer a contemporary look when combined with gray, black and white. Charcoal gray proves it can happily dominate a space, creating a quiet and relaxing mood. Gray can also provide a modern effect when applied as one color to walls, trim and ceilings.
The Confident palette is all about vivaciousness and impact. Its colors are saturated and bright, capturing attention and enlivening spaces. These playfully optimistic hues find a sporty edge when combined with dark gray, bright orange and spicy red accents.
Dusky blue and citrus-toned yellow make the perfect pairing, while a splash of orange adds an element of fun and adventure.
AkzoNobel announced its choice for color of the year during the launch of the company’s annual trends forecast (known as “ColourFutures”). Denim Drift is the foundation for an inspirational palette of paint colors centered on the expected global social and design trends for the upcoming year.
“We understand how essential color is to everyday life,” explained Heleen van Gent, head of AkzoNobel’s Global Aesthetics Center, which works with the company’s decorative paint brands, including Dulux. “As well as being practical, paint and color can have such a transforming and uplifting effect on people and the places they spend their time, whether at home, work or leisure.”
To complement the Color of the Year, a special color palette featuring a spectrum of blues and tones has also been developed. Denim Drift combined with the lighter shades of paint in the palette has a crisp and airy feel, whereas with the darker colors it’s more dramatic and moody.
“The Color of the Year and its complementary color palette tell the story of our Life in a New Light trend, with darker and lighter hues that change the mood of a room,” added Van Gent. “With blue set to dominate interiors in 2017, Denim Drift is a unique shade that represents the times we live in.” Commenting on the launch, David Menko, Marketing Director of AkzoNobel Decorative Paints, said: “We believe in the transformative effect of color and continue to push our knowledge and expertise in paint to provide the very best service to our consumers.”