Coatings World Suppliers Insights Q&A with Makarand (Mak) Gawade, EPS

CW: What key trends are currently shaping the Direct-to-Metal (DTM) coatings market?

Gawade: The DTM coatings market has been undergoing significant transformation in recent years, driven by regulatory pressures and evolving performance expectations. A major trend is the shift from solventborne to waterborne systems, especially for light-duty applications. This shift is largely influenced by the need to comply with stricter VOC regulations and improve environmental profiles.

Another key trend is the rising demand for one-coat systems, which help reduce application time, labor costs and faster project turnaround, critical for OEM and field-applied industrial applications. Early block resistance is increasingly valued, as it allows for faster handling and stacking of coated parts, improving production efficiency. Quick block resistance is crucial for OEM lines, shipping and modular construction where rapid processing is key. End users also seek coatings that cure rapidly even under ambient conditions to help minimize downtime. Additionally, formulators are increasingly focused on balancing multi-substrate adhesion with corrosion resistance, as coatings are expected to perform across a variety of surfaces without compromising performance and durability.

CW: What are the main formulation challenges in developing high-performance DTM coatings today?

Gawade: While waterborne systems offer benefits like reduced solvent use and lower VOCs, they also present formulation complexities due to their inherent differences from solventborne coatings. Additionally, achieving the same level of durability in direct-to-metal coatings as in traditional primer/topcoat systems remains a challenge.

Another issue is maintaining block resistance, especially in high-VOC waterborne systems where residual solvents can become trapped, leading to stacking issues after application.
Formulators also face a trade-off between adhesion and corrosion resistance; enhancing one can come at the expense of the other. As a result, achieving optimal performance in waterborne DTM systems that impart barrier protection, corrosion resistance, and an aesthetic finish requires careful formulation and innovation to overcome these limitations.

CW: Which performance attributes are most critical for DTM coatings in today’s market?

Gawade: The market demands strong adhesion to metal substrates and excellent corrosion resistance, as these coatings often serve as both primer and topcoat. The ability to protect metal surfaces in harsh environments without extensive surface preparation makes these characteristics especially valuable. Additionally, qualities like gloss and color retention are increasingly important.

Crucial attributes are those that enhance application efficiency and regulatory compliance. Ability to perform on minimally prepared surfaces and application versatility e.g. spray, brush, or roll application with good flow, levelling, and sag resistance are becoming increasingly important. DTM coatings are preferred for simplifying the coating process, reducing labor and shortening curing time. With growing regulatory pressure, low-VOC waterborne formulations are in demand.

CW:  How does EPS’ product portfolio align with the evolving demands of the DTM segment?

Gawade: EPS’ styrenated acrylic DTM resins are engineered to meet demanding performance requirements, offering excellent adhesion and corrosion resistance without the need for anticorrosive pigments, while maintaining low VOC levels. This makes them ideal for formulators seeking high performance and regulatory compliance.
Among our latest resin innovations, EPS® 2585 stands out for its exceptional hardness and block resistance and can be formulated at less than 100 g/L VOC. It also provides corrosion resistance without anticorrosive pigments and strong early water resistance. EPS® 2580 delivers comparable high-level performance while enabling formulations at even lower VOC levels, under 50 g/L.

We have a broad portfolio of styrenated acrylic DTM resins that gives formulators the flexibility to meet a wide range of performance and regulatory targets. Whether optimizing for corrosion, block, early water, or chemical resistance, our products support formulations across different VOC levels and substrate types.

CW: In what ways does EPS support their customers in optimizing their DTM coatings?

Gawade: EPS supports customers with versatile resin technologies tailored to specific performance goals. Our R&D team collaborates closely with customers to understand their unique needs and challenges. Through these partnerships, we provide technical expertise and practical formulation guidance, helping streamline development and deliver high-performing, market-ready solutions.

We provide starting point formulations, and we conduct extensive benchmarking, including salt spray resistance and electrical impedance spectroscopy (EIS), to validate performance. Additional testing ensures optimal dry and wet adhesion, gloss and color retention, and durability under accelerated weathering conditions.

In sum, EPS supports DTM coatings formulators with tailored technical guidance, innovative low-VOC technologies, accelerated product development, rigorous performance testing, and reliable supply through a national manufacturing footprint of six plants in the U.S.

For more information click here.