David Savastano, Editor04.02.25
When it comes to the outdoors, wood coatings provide the natural appearance that so many of us look for, whether it is for a deck, furniture, a shed, a fence or so many more possibilities. Yet it isn’t just about color; these coatings also protect the wood.
For homeowners, wood coatings are crucial to protecting their outdoor spaces. At a time when people are uncertain as to whether they should be looking to sell their houses, a new coat can freshen up their homes.
Jenny Burroughs, senior vice president and chief marketing officer, Pittsburgh Paints Company, observed that uncertainty with housing affordability and mortgage rates is leading to the “lock-in effect,” impacting DIY projects and residential repaint in the Pro market, and therefore influencing the wood coatings industry.
“Anticipated interest cuts, only realized later in the year, delayed an expected recovery and flattened the industry’s volume in the US and Canada,” Burroughs noted. “Mobility is one of the key drivers for housing, so whether homeowners paint or stain their homes to relocate or to stay in the same place, it affects the volume of the architectural coatings industry. Despite housing trends influencing all segments of the industry, wood coatings still fared better in general, due in part to the routine maintenance needed every couple of years for exterior coatings.”
Sarah Skinner, marketing director wood finishes, AkzoNobel’s Industrial Coatings business, noted that 2024 remained a challenging year for the wood coatings industry due to the overall macro-economic climate around the globe, leading to unfavorable conditions.
“Inflation has a disproportionately high impact on our end markets and the final products are tied in closely with the housing market, which, in turn, was significantly challenged due to high interest rates and rising house prices,” Skinner said. “Looking forward, while the outlook for 2025 is stable in the first half, we’re cautiously optimistic about things picking up towards the back end of the year, leading into strong recovery during 2026 and 2027.”
“Our wood coatings serve critical segments such as building products, cabinets, flooring, and furniture, all of which continue to have strong underlying trends that will continue to grow the market in the future,” said Skinner. “These segments continue to have strong underlying trends in the long term that will continue to grow the market. For example, 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.”
“Homeowners view exterior woodcare projects as good investments for home value, with deck addition recouping 82.2% of the building cost,” Bakhshi said. “That is why proper maintenance of these spaces is critical to help ensure long-lasting protection. Products like Cabot Gold cater to this demand, providing an unparalleled satin sheen and strong protection from the elements. The satin finish creates the rich ‘indoor hardwood look’ outdoors.
“Emerging markets in coastal and high-humidity areas are also expanding, where products that combat moisture and UV exposure are critical,” Bakhshi noted. “Cabot’s diverse range of high-performance wood coatings is well positioned to meet these varied demands, offering innovative solutions for protecting and beautifying exterior wood surfaces. A product such as Cabot Semi-Solid Stain + Sealer hides some wood grain to form a stronger weather barrier. The advanced waterproofing formula creates a mold- and mildew-resistant finish that stands up to the elements.”
Burroughs pointed out that as deferred projects are being picked back up, there is greater potential for growth in wood coatings.
“With rising costs, homeowners and designers are considering maintaining pre-existing wood rather than upgrading to new lumber or composite materials,” Burroughs said. “Another factor of growth could be people who stay in their homes longer. The more maintenance cycles they complete, the more they may want to change up their space, which could also increase the consideration of exterior stain.”
“Homeowners are embracing the creativity and satisfaction that comes with taking on projects themselves, whether it’s refinishing furniture, updating cabinetry or adding personal touches to their living spaces,” Tucker observed. “This DIY spirit is driving demand for wood stains and finishes that are both high-performing and easy to use.”
Tucker also noted that there is a growing interest in experimenting with color and finish, as people look to customize their projects and express their own style.
“Minwax is committed to providing the products and inspiration to help every DIYer – from beginners to seasoned pros – achieve beautiful, lasting results with confidence,” Tucker added.
“We saw the demand for DIY soften in 2024 but expect it to further solidify in 2025,” said Burroughs. “We anticipate that housing will likely recover in the second half of the year, leading to a projected increase in home projects this summer. Those who aren’t in a position to move this year may still be in a maintenance cycle, with plans to re-stain their deck this summer.”
Matt Richman, VP product marketing, Wood Coatings at Behr Paint Company, said that Behr continues to see an emphasis on DIY home projects.
“Many homeowners took on staining projects during the pandemic, and now those outdoor spaces are due for a refresh,” Richman added. “With increased home values, people are prioritizing curb appeal, maintaining their decks and fences to extend their longevity and appearance. The continued popularity of DIY tutorials has also made these projects feel more approachable, empowering homeowners to take on wood staining with confidence.”
“Stainers often focus on the protective features of their exterior stain, as well as the ease of its application,” said Burroughs. “They may consider a product that delivers a stain and sealant in one, but they are primarily drawn to specific attributes that meet their individual criteria, such as long-term durability in water resistance, mold and mildew resistance, and deep wood penetration.”
Richman pointed out that consumers want wood care solutions that make projects easier while delivering long-lasting protection.
“BEHR PREMIUM Solid Color Wood Stains offer a 10-year guarantee on decks and a 25-year guarantee on fences, providing homeowners with confidence in durability,” Richman said. “For newer decks that still need protection, BEHR Semi-Transparent Wood Stains allow the natural wood grain to show through, while older decks benefit from the enhanced coverage of a solid color stain. Ease of application is also key, with advanced formulas designed to resist peeling and cracking for a smoother, longer-lasting finish.”
Skinner pointed out that customer demands and requirements have been evolving for AkzoNobel, with a consistent focus on key areas such as formaldehyde-free products, waterborne solutions and UV curing systems.
“We see the market shifting to more sustainable technologies, focused on driving increased efficiencies, as well as new innovations to enhance wood as a material of choice,” Skinner added. “Sustainable solutions including biobased/renewable products, low energy curing solutions such as UV and LED cutting technology, and products with extended durability have become more important over the years and it is still an important focus.
“Additionally, technological advancements have improved the durability (like wear, scratch and chemical resistance) and aesthetic appeal of wood coatings, as well as ease of use and cleaning, catering to evolving consumer preferences,” Skinner noted.
Bakhshi said that Cabot is seeing several key trends shaping the exterior wood care coatings industry, with a strong focus on performance and ease of use.
“Homeowners and professionals are seeking products that offer long-lasting protection while enhancing the natural beauty of wood,” said Bakhshi. “Advanced formulations like that found in Cabot Australian Timber Oil penetrate even dense hardwoods in just one coat. With superfine pigments that never peel and resist brush marks, you’ll be able to enjoy a choice of five rich colors that won’t fade or scuff for years to come.”
Bakhshi noted that another rising trend is heat mitigating technology, especially in warmer climates.
“Cabot Heat-Reducing Solid Color Stain + Sealer with Cool Feel Technology offers durable, even color that blocks UV rays, deflects the sun’s heat and reduces surface temperature,” said Bakhshi. “Available in three colors, it covers old stains and mismatched boards with long-lasting waterproofing, exceptional washability and advanced UV protection from sun damage.”
Tucker said that Minwax’s Wood Finish Color Series Premium Oil-Based Stain offers ease of use due to its one-coat coverage.
“Wood Finish Color Series is an advanced interior wood stain featuring a unique balance of ease of application and one-coat coverage, along with the exceptional richness and penetration of traditional oil-based stains,” said Tucker. “Tintable to a palette of 240+ colors, Color Series helps bring creative ideas to life, allowing DIYers to closely match or complement spaces in their home.”
An interesting trend is the use of waterborne and bio-based wood coatings. Axalta Building Products, a division of Axalta Coating Systems, introduced Cerulean, its latest generation of waterborne industrial wood coatings.
“The decision between solvent-based and waterborne coatings for wood has previously been conceived as a trade-off: the most premium finish versus the better safety and environmental profile,” said Wade Arnold, VP and GM of Axalta Building Products, in announcing the launch. “However, with Cerulean, we are showing the industry that they no longer have to choose. Cerulean achieves VOC reduction advantages over standard solvent-based solutions while maintaining comparable feel
and durability.”
AkzoNobel has launched RUBBOL WF 3350, part of its Sikkens line. RUBBOL WF 3350 is a waterborne wood coating that has 20% bio-based content derived from plants.
“We’ve successfully developed a product containing bio-based materials that matches the high performance standards of equivalent coatings, ensuring that beauty and value endure, even in the harshest weather conditions,” said Jim Kavanagh, director of AkzoNobel’s Industrial Coatings business, in announcing the launch.
Pittsburgh Paints Company selected Oxford Brown, a warm earthy hue with subtle hints of amber and russet, as its 2025 Stain Color of the Year. Ashley McCollum, Pittsburgh Paints Co.’s color expert, said that the choice of Oxford Brown reflects the wish for a versatile, warm hue.
“For years, minimalist blacks and subtle white oaks have dominated the color space, and consumers are really opting for warmer, more comforting hues that are versatile,” McCollum observed. “It is earthy with some subtle hints of amber and russet, it is adaptable to all environments, and it is especially helpful for weathered wood, as it can revitalize that wood.”
McCollum noted that Oxford Brown fits virtually every outdoor application.
“The possibilities for Oxford Brown are practically unlimited,” McCollum said. “From an exterior perspective, decks, wooden furniture, wooden swings, planter boxes, wooden mail boxes, fences, and pergolas are ideal applications for Oxford Brown – it is so versatile and the options don’t really end.”
“For 2025, BEHR has named Cedar as its Exterior Stain Color of the Year, a warm, earthy hue that brings rustic charm and sophistication to any home,” Richman said. “Part of the second annual Curb Appeal Collection, Cedar pairs seamlessly with four curated exterior palettes. While neutrals remain popular, homeowners are embracing richer, bolder tones that feel both timeless and statement-making. Earthy hues like Cedar are on the rise, offering character, warmth, and lasting curb appeal.”
Sue Kim, Cabot’s director of color marketing, noted that Cabot selected Burnt Hickory as its 2025 Stain Color of the Year.
“Burnt Hickory is a statement of timeless design,” Kim said. “This deep, earthy hue enhances wood’s natural grain and texture, bringing an artisanal quality to any outdoor project. It also complements a variety of outdoor styles—from rustic to modern—and blends effortlessly with greenery and eclectic designs, creating a welcoming atmosphere.”
For homeowners, wood coatings are crucial to protecting their outdoor spaces. At a time when people are uncertain as to whether they should be looking to sell their houses, a new coat can freshen up their homes.
Jenny Burroughs, senior vice president and chief marketing officer, Pittsburgh Paints Company, observed that uncertainty with housing affordability and mortgage rates is leading to the “lock-in effect,” impacting DIY projects and residential repaint in the Pro market, and therefore influencing the wood coatings industry.
“Anticipated interest cuts, only realized later in the year, delayed an expected recovery and flattened the industry’s volume in the US and Canada,” Burroughs noted. “Mobility is one of the key drivers for housing, so whether homeowners paint or stain their homes to relocate or to stay in the same place, it affects the volume of the architectural coatings industry. Despite housing trends influencing all segments of the industry, wood coatings still fared better in general, due in part to the routine maintenance needed every couple of years for exterior coatings.”
Sarah Skinner, marketing director wood finishes, AkzoNobel’s Industrial Coatings business, noted that 2024 remained a challenging year for the wood coatings industry due to the overall macro-economic climate around the globe, leading to unfavorable conditions.
“Inflation has a disproportionately high impact on our end markets and the final products are tied in closely with the housing market, which, in turn, was significantly challenged due to high interest rates and rising house prices,” Skinner said. “Looking forward, while the outlook for 2025 is stable in the first half, we’re cautiously optimistic about things picking up towards the back end of the year, leading into strong recovery during 2026 and 2027.”
Growth Markets for Wood Coatings
There are plenty of opportunities for growth for wood coatings. Vageesh Bakhshi, senior product manager for Cabot, reported that outdoor living spaces continue to surge in popularity, with homeowners investing more in spaces like decks and patios.“Our wood coatings serve critical segments such as building products, cabinets, flooring, and furniture, all of which continue to have strong underlying trends that will continue to grow the market in the future,” said Skinner. “These segments continue to have strong underlying trends in the long term that will continue to grow the market. For example, 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.”
“Homeowners view exterior woodcare projects as good investments for home value, with deck addition recouping 82.2% of the building cost,” Bakhshi said. “That is why proper maintenance of these spaces is critical to help ensure long-lasting protection. Products like Cabot Gold cater to this demand, providing an unparalleled satin sheen and strong protection from the elements. The satin finish creates the rich ‘indoor hardwood look’ outdoors.
“Emerging markets in coastal and high-humidity areas are also expanding, where products that combat moisture and UV exposure are critical,” Bakhshi noted. “Cabot’s diverse range of high-performance wood coatings is well positioned to meet these varied demands, offering innovative solutions for protecting and beautifying exterior wood surfaces. A product such as Cabot Semi-Solid Stain + Sealer hides some wood grain to form a stronger weather barrier. The advanced waterproofing formula creates a mold- and mildew-resistant finish that stands up to the elements.”
Burroughs pointed out that as deferred projects are being picked back up, there is greater potential for growth in wood coatings.
“With rising costs, homeowners and designers are considering maintaining pre-existing wood rather than upgrading to new lumber or composite materials,” Burroughs said. “Another factor of growth could be people who stay in their homes longer. The more maintenance cycles they complete, the more they may want to change up their space, which could also increase the consideration of exterior stain.”
DIY Projects
Not surprisingly, DIY projects continue to be a strong area of emphasis for wood coatings. Maddie Tucker, senior brand manager, Woodcare at Minwax, said that Minwax is continuing to see a strong emphasis on DIY home projects.“Homeowners are embracing the creativity and satisfaction that comes with taking on projects themselves, whether it’s refinishing furniture, updating cabinetry or adding personal touches to their living spaces,” Tucker observed. “This DIY spirit is driving demand for wood stains and finishes that are both high-performing and easy to use.”
Tucker also noted that there is a growing interest in experimenting with color and finish, as people look to customize their projects and express their own style.
“Minwax is committed to providing the products and inspiration to help every DIYer – from beginners to seasoned pros – achieve beautiful, lasting results with confidence,” Tucker added.
“We saw the demand for DIY soften in 2024 but expect it to further solidify in 2025,” said Burroughs. “We anticipate that housing will likely recover in the second half of the year, leading to a projected increase in home projects this summer. Those who aren’t in a position to move this year may still be in a maintenance cycle, with plans to re-stain their deck this summer.”
Matt Richman, VP product marketing, Wood Coatings at Behr Paint Company, said that Behr continues to see an emphasis on DIY home projects.
“Many homeowners took on staining projects during the pandemic, and now those outdoor spaces are due for a refresh,” Richman added. “With increased home values, people are prioritizing curb appeal, maintaining their decks and fences to extend their longevity and appearance. The continued popularity of DIY tutorials has also made these projects feel more approachable, empowering homeowners to take on wood staining with confidence.”
Latest Trends in Wood Coatings
While the finished project is likely to turn out nicely, homeowners know that refinishing a deck or furniture is hard work. One area of emphasis from wood coatings specialists is ease of use. Performance is another key characteristic, as homeowners would prefer to stretch out the cycle of restaining a deck.“Stainers often focus on the protective features of their exterior stain, as well as the ease of its application,” said Burroughs. “They may consider a product that delivers a stain and sealant in one, but they are primarily drawn to specific attributes that meet their individual criteria, such as long-term durability in water resistance, mold and mildew resistance, and deep wood penetration.”
Richman pointed out that consumers want wood care solutions that make projects easier while delivering long-lasting protection.
“BEHR PREMIUM Solid Color Wood Stains offer a 10-year guarantee on decks and a 25-year guarantee on fences, providing homeowners with confidence in durability,” Richman said. “For newer decks that still need protection, BEHR Semi-Transparent Wood Stains allow the natural wood grain to show through, while older decks benefit from the enhanced coverage of a solid color stain. Ease of application is also key, with advanced formulas designed to resist peeling and cracking for a smoother, longer-lasting finish.”
Skinner pointed out that customer demands and requirements have been evolving for AkzoNobel, with a consistent focus on key areas such as formaldehyde-free products, waterborne solutions and UV curing systems.
“We see the market shifting to more sustainable technologies, focused on driving increased efficiencies, as well as new innovations to enhance wood as a material of choice,” Skinner added. “Sustainable solutions including biobased/renewable products, low energy curing solutions such as UV and LED cutting technology, and products with extended durability have become more important over the years and it is still an important focus.
“Additionally, technological advancements have improved the durability (like wear, scratch and chemical resistance) and aesthetic appeal of wood coatings, as well as ease of use and cleaning, catering to evolving consumer preferences,” Skinner noted.
Bakhshi said that Cabot is seeing several key trends shaping the exterior wood care coatings industry, with a strong focus on performance and ease of use.
“Homeowners and professionals are seeking products that offer long-lasting protection while enhancing the natural beauty of wood,” said Bakhshi. “Advanced formulations like that found in Cabot Australian Timber Oil penetrate even dense hardwoods in just one coat. With superfine pigments that never peel and resist brush marks, you’ll be able to enjoy a choice of five rich colors that won’t fade or scuff for years to come.”
Bakhshi noted that another rising trend is heat mitigating technology, especially in warmer climates.
“Cabot Heat-Reducing Solid Color Stain + Sealer with Cool Feel Technology offers durable, even color that blocks UV rays, deflects the sun’s heat and reduces surface temperature,” said Bakhshi. “Available in three colors, it covers old stains and mismatched boards with long-lasting waterproofing, exceptional washability and advanced UV protection from sun damage.”
Tucker said that Minwax’s Wood Finish Color Series Premium Oil-Based Stain offers ease of use due to its one-coat coverage.
“Wood Finish Color Series is an advanced interior wood stain featuring a unique balance of ease of application and one-coat coverage, along with the exceptional richness and penetration of traditional oil-based stains,” said Tucker. “Tintable to a palette of 240+ colors, Color Series helps bring creative ideas to life, allowing DIYers to closely match or complement spaces in their home.”
An interesting trend is the use of waterborne and bio-based wood coatings. Axalta Building Products, a division of Axalta Coating Systems, introduced Cerulean, its latest generation of waterborne industrial wood coatings.
“The decision between solvent-based and waterborne coatings for wood has previously been conceived as a trade-off: the most premium finish versus the better safety and environmental profile,” said Wade Arnold, VP and GM of Axalta Building Products, in announcing the launch. “However, with Cerulean, we are showing the industry that they no longer have to choose. Cerulean achieves VOC reduction advantages over standard solvent-based solutions while maintaining comparable feel
and durability.”
AkzoNobel has launched RUBBOL WF 3350, part of its Sikkens line. RUBBOL WF 3350 is a waterborne wood coating that has 20% bio-based content derived from plants.
“We’ve successfully developed a product containing bio-based materials that matches the high performance standards of equivalent coatings, ensuring that beauty and value endure, even in the harshest weather conditions,” said Jim Kavanagh, director of AkzoNobel’s Industrial Coatings business, in announcing the launch.
Color Trends
There are some beautiful shades of wood stains and coatings, and industry leaders have unearthed some timeless looks for 2025.Pittsburgh Paints Company selected Oxford Brown, a warm earthy hue with subtle hints of amber and russet, as its 2025 Stain Color of the Year. Ashley McCollum, Pittsburgh Paints Co.’s color expert, said that the choice of Oxford Brown reflects the wish for a versatile, warm hue.
“For years, minimalist blacks and subtle white oaks have dominated the color space, and consumers are really opting for warmer, more comforting hues that are versatile,” McCollum observed. “It is earthy with some subtle hints of amber and russet, it is adaptable to all environments, and it is especially helpful for weathered wood, as it can revitalize that wood.”
McCollum noted that Oxford Brown fits virtually every outdoor application.
“The possibilities for Oxford Brown are practically unlimited,” McCollum said. “From an exterior perspective, decks, wooden furniture, wooden swings, planter boxes, wooden mail boxes, fences, and pergolas are ideal applications for Oxford Brown – it is so versatile and the options don’t really end.”
“For 2025, BEHR has named Cedar as its Exterior Stain Color of the Year, a warm, earthy hue that brings rustic charm and sophistication to any home,” Richman said. “Part of the second annual Curb Appeal Collection, Cedar pairs seamlessly with four curated exterior palettes. While neutrals remain popular, homeowners are embracing richer, bolder tones that feel both timeless and statement-making. Earthy hues like Cedar are on the rise, offering character, warmth, and lasting curb appeal.”
Sue Kim, Cabot’s director of color marketing, noted that Cabot selected Burnt Hickory as its 2025 Stain Color of the Year.
“Burnt Hickory is a statement of timeless design,” Kim said. “This deep, earthy hue enhances wood’s natural grain and texture, bringing an artisanal quality to any outdoor project. It also complements a variety of outdoor styles—from rustic to modern—and blends effortlessly with greenery and eclectic designs, creating a welcoming atmosphere.”
