Sustainability, performance and protection are key factors driving the market for exterior coatings.
The global exterior architectural coatings market size was valued at $20.92 billion in 2017 and is projected to surpass $29 billion by 2025, according to a study by Adroit Market Research. This can be attributed to increased demand for paint and coatings in the construction industry. Architecture accounts for the majority of the demand for coatings, paint tand varnishes.
According to Adroit, demand for architectural coatings will be fueled by the healthy growth in residential construction spending, particularly in developing regions.
“Overall in PPG’s architectural coatings business, the Comex business continues to perform very well and continues its growth by adding nearly 100 concessionaire locations year-to-date,” said Paul Fagley, PPG global finance director, architectural coatings. “Organic sales growth continued for the architectural coatings EMEA business, driven by higher selling prices. Sales volumes were slightly down and mixed by country. Overall, fourth-quarter net sales are expected to be lower sequentially due to normal seasonal patterns and one less shipping day versus the prior-year quarter. Industry demand trends in the U.K. continue to be closely monitored as the level of uncertainty surrounding the BREXIT process remains elevated.
“Architectural coatings Americas and Asia-Pacific organic sales increased modestly in total and in all major sub-regions, with all sub-regions contributing solid price increases partly offset by lower sales volumes,” he continued. “The U.S. and Canada company-owned stores network same-store sales were lower, including the impact to difficult comparison as the prior-year quarter growth rate was a high-single-digit percent.”
According to AkzoNobel, the architectural coatings segment is expected to experience a slow-down in its growth momentum, as residential and commercial construction faces headwinds of lack of confidence and local events, such as recent impacts to the farming and agricultural sectors in North America.
Factors and drivers of the market include sustainability, performance and protection.
Sustainability is increasingly becoming an important decision factor for architects and specifiers around the world. AkzoNobel offers sustainable solutions for architectural projects in both the powder and liquid coatings area.
“Interpon powder coatings are a perfect sustainable choice for architectural metalwork,” said Daniela Vlad, AkzoNobel managing director, Powder Coatings. “Powder coatings often represent a one-coat solution, adding to its leading process efficiency. There is very low wastage of powder, as overspray products can be reclaimed and reused. In addition, powder coatings are VOC-free, making them a more sustainable alternative to liquid coatings. AkzoNobel was the first global powder coatings supplier to have an Environmental Product Declaration (EPD) for its range of architectural powder coatings (Interpon D1000, D2000 and D3000). The international EPD system reveals the environmental performance of a product throughout its lifecycle.”
“TRINAR ULTRA, our high-performance and sustainable spray coatings range, is unrivaled in withstanding heat, ultraviolet radiation and environmental aging,” said Simon Parker, AkzoNobel managing director, Industrial Coatings. “Its high performance means less time is required to replace or repair panels; it also means an increased lifetime of the facade, which directly translates to a lower impact on the environment.
“Crucially, it also has fewer volatile organic compounds, which makes it the most environmentally-friendly product of its kind, coupled with the same great performance associated with the TRINAR brand,” he continued. “Most coaters spraying high-performance coatings in North America have fully enclosed paint lines with thermal oxidizers that capture and recycle VOCs emitted from the paint at ~98+ percent efficiency. This equipment allows coaters to spray high-performance liquid coatings in a very eco-friendly manner.”
According to Vlad, architectural specifiers increasingly value powder coatings as a strong alternative to more traditional finishing types, such as liquid coatings and anodizing.
“Our Interpon D powder coatings provide high-performance options that will protect architectural designs for up to 30 years with performance warranties and industry certifications,” noted Vlad. “For instance, hyper-durable powder coatings are the most weather-resistant coatings available, using similar chemistry to liquid polyvinylidene difluoride (PVDF) coatings to meet the most exacting standard for coatings – AAMA2605 in the USA, Qualicoat class 3 in the rest of the world.”
The performance of exterior architectural coatings is a key feature that architects and specifiers are looking for to ensure the lasting impact of their architectural design.
“Our TRINAR coating ensures excellent thermal, chemical and ultraviolet resistance properties and demonstrates outstanding resistance to weathering, fading, cracking and chalking, increasing the lifespan of the coated product, which in turn decreases the impact on the environment,” said Parker. “All TRINAR systems meet or exceed the requirements of AAMA2605, the most recognized speciﬁcation for fenestration coatings in the world.”
LEED and Green Coatings
In line with a continued focus on sustainability, users of exterior coatings for both private and commercial structures are looking for products that meet green building specifications such as LEED (Leadership in Energy and Environmental Design) standards, the most widely used green building rating system in the world.
“In today’s competitive landscape, it is important for professionals to offer and use low-volatile organic compound products, as the environmentally-conscious movement is here to stay,” said Jenny Burroughs, PPG associate product marketing director. “Green practices have a permanent place in the commercial landscape and we are seeing increased use of low and zero-VOC products in the residential space by professional and do-it-yourself painters (DIY) alike.”
Environmental stewardship has driven PPG’s research and development for more than a century.
“In the last decade, a strategic realignment to focus our product portfolio almost entirely on paints and coatings has enabled a concerted and disciplined approach to develop sustainably advantaged products and processes that provide environmental and other sustainability benefits to our customers,” said Burroughs. “Our coatings, materials and technologies reduce corrosion, extending the life of our customers’ products. We also help our customers reduce energy usage and emissions, protect their employees and minimize waste and water consumption through the use of our products.”
One such advancement is the lightweight pouch package and super-concentrated formula for PPG’s OLYMPIC SmartGuard multi-surface waterproofer.
“It delivers a sustainability trifecta – decreased energy consumption, resource use and waste,” said Burroughs. “We anticipate the product will reduce fuel consumption by 4.25 percent, tree consumption for pallets by 3.92 percent and stretch wrap usage by 13 miles (21 kilometers) compared to traditional stains. The sealer earned a 2018 R&D 100 award in the mechanical devices/materials category.”
PPG is also on target to revise 273 PPG paint products sold by a major home improvement retailer by December 2019. All of the products will conform to the South Coast Air Quality Management District volatile organic compound limits, which are considered to be the most stringent in the world, and the interior wall coatings will undergo indoor air quality assessment.
“From a sustainability standpoint, we recognize that cities and buildings offer great potential for the shift towards a carbon-neutral economy,” said Rinske van Heiningen, AkzoNobel director of sustainability. “We’re an industry leader in developing products and technologies that are helping to create more green buildings. The majority of our products are used in the buildings and infrastructure sector. It means we have a vital role to play in making cities and communities more sustainable.”
“A specific example to contribute to the green building movement is our Interpon D2525 Eco coating,” Vlad said. “This is a heat-reflective technology coating that can bounce the sun’s rays back off the exterior of a building, helping to keep buildings cooler, thus reducing the energy needs associated with cooling.”
AkzoNobel’s TRINAR is a premiere architectural finish in the aluminum extrusion area.
“TRINAR ULTRA, our high-performance spray coatings range, is a uniquely sustainable offer in our spray coatings range, containing considerably reduced VOCs, without compromising performance or aesthetics,” said Parker. “TRINAR coatings are also available in our COOL CHEMISTRY series, which contains infrared reflective pigments. This pigmentation increases solar reflectivity and reduces energy costs associated with cooling, especially when combined with cool metal roofing, louvers and sunscreens.”
“We offer various products that can help make buildings more energy-efficient,” added van Heiningen. “A great example is Interpon D2525 ECO, the trusted powder coating technology for green building. It contains a reflective pigment that deflects infrared light – and thus the sun’s heat – from any substrate that it coats, helping to lessen the urban heat island effect. Its unrivaled performance and durability also help to significantly add to a building’s lifecycle.
“Another product making a big impact is our Dulux Weathershield range of exterior paints,” he added. “Reformulated in 2017 and backed by years of careful research, it’s formulated with our revolutionary KeepCool technology. That means that besides providing ultimate protection outside, it can also keep interior temperatures up to 5° C cooler. It does this by deflecting up to 85 percent more UV rays than other conventional exterior paints.”
Green buildings that benefit from AkzoNobel’s sustainable products include 30 Hudson Yards in New York, U.S.; Shanghai Tower in China; the Royal Children’s Hospital in Melbourne, Australia; Gardens by the Bay, Singapore; Solar Innovation Center, Dubai; and the AkzoNobel Center in Amsterdam, the Netherlands.
While sustainability and performance are at the top of the list when it comes to choosing an exterior coating, color and effects are just as important.
AkzoNobel reports that it takes pride in its thorough color research and expertise. Design and color specialists across the company use the trends to produce colors and finishes that meet customer needs in all of its markets.
AkzoNobel’s Color of the Year – Tranquil Dawn, which is a delicate green shade – has a place in all four of the company’s Colporteurs 2020 palettes: The Care Palette, The Play Palette, The Meaning Palette and The Creativity Palette.
“This year’s trend research was used to create corresponding powder coatings color palettes for architectural coatings,” said Vlad “That way, we’re able to offer our customers curated, on-trend colors. The trend insights also form the basis for the ongoing update cycles to our Futura range. To channel Tranquil Dawn’s ambiance for powder coatings, we have chosen Silver Star for interiors and Gris 250 Sable for exteriors.” Parker said there is a trend in exterior architectural coatings towards matte finishes, bright metallic and special textures such as frost or wrinkles.
“AkzoNobel’s TRINAR high-performance spray coatings offer a wide variety of special colors and textures for aluminum extrusions in the architectural market,” said Parker. “In addition, our Expressions metal print system enables our architectural customers to add depth and dimension to their exterior finishes by using texture over a print pattern.”
“We’re seeing colors shift to be a bit brighter from where we’ve been over the past few years, but the hues are still balanced with some muted tones,” said Dee Schlotter, PPG senior color marketing manager. “Earthy colors such as saffron and turmeric will be showcased prominently in the upcoming year. Perfect for a pop of color on a back patio or front door, these hues can provide a rich, striking look. Warm oranges and yellows are also appearing more prominently in various textiles, furniture and home décor items, which pair perfectly with cobalt and navy blue to create bold and lively spaces.”
According to Schlotter, with consumers experiencing digital overload, there is an increasing need for real-life connection.
“We are beginning to see blue bubble to the surface to help fill the void, as blue conveys trust and stability,” she added. “PPG paint brand’s 2020 Color of the Year, Chinese Porcelain, is a deep, shaded, orchid blue that instills calmness, reduces anxiety and encourages sleep. “This soothing blue imparts slowness, encouraging consumers to practice mindfulness and be more present in their lives while also offering the spirit of hopefulness – a precious commodity in a restless world.”
• PPG has recently introduced three, newly enhanced paint products and one newly branded product to the PPG lineup. The newly reformulated PPG PERMANIZER is a 100 percent acrylic exterior paint that provides outstanding durability, helps to extend painting season with application at temperatures as low as 35° F. The product warrants against cracking, peeling and flaking on residential homes, and can save professionals time and money compared to traditional two-coat products*. *Some colors, drastic color changes, or porous surfaces may require more than one coat to achieve a uniform finish
• Now available in a low VOC <50 g/L formula while retaining its original benefits PPG ADVANTAGE 900 is a top-quality interior and exterior paint, designed for application with to trim, doors and other architectural, institutional and residential surfaces.
• In an effort to reduce complexity and redundancy, PPG’s newly developed GLYPTEX interior alkyd formula combines features from our top alkyd product lines and streamlines them into one high-quality, interior alkyd enamel finish. Ideal for application to properly prepared and primed wood, metal, plaster, concrete, masonry, and wallboard, this product withstands repeated cleaning requirements and resists chipping, saving pros time and money.
• Formally known as BUILDER PERFORMANCE, PPG PERFORMANCE FLAT interior latex paint is an economical solution for high volume projects requiring a high hiding product with excellent touch-up when applied by spray, brush and/or roll. It is self-priming on drywall and meets the needs of painters, building contractors and building managers.
• Interpon D Structure Flex: Customers who use architectural powder coatings normally have to choose between applying a product that’s either superdurable or flexible. Now, thanks to AkzoNobel, they can have both. Interpon D2525 Structura Flex is the first and only powder coating to combine the weatherability of super durable coatings with the mechanical performance advantages of standard durable systems. Prior to this latest innovation, the higher the durability of a coating, the lower the flexibility. This meant that if a piece of metal was pre-coated and then needed to be bent or formed into shape, a standard durability powder coating would often be used because it would offer higher flexibility (to prevent cracking). Specifiers and architects are increasingly moving towards superior durability. The company has developed a pioneering solution that sets a new standard in the market.
• Interpon D X-Pro: Interpon D X-Pro is an innovative new scratch-resistant powder coating for the architectural market. Responding to customer demand, AkzoNobel has added this highly-sought-after functionality to its architectural powder coatings range, in both standard durability Interpon D1036, and superdurable Interpon D2525. Interpon D is already recognized for its durability and now can add a scratch resistance solution to the mix. Products coated with Interpon D X-Pro are also less susceptible to abrasions during handling and transportation, minimizing the need for touch-up on site.
• Expressions metal print system: AkzoNobel’s revolutionary Expressions metal print system adds depth, dimension and texture to the metal surface by using an advanced paint print pattern. The Expressions system enables manufacturers to combine the durability of metal with many appealing visuals, including the aesthetic of wood or even a creative fantasy print. This technology works with the company’s industry-leading metal coatings products, such as CERAM-A-STAR, a silicone-modified polyester coating renowned for its durability, consistency and color stability, and Polydure, a high-quality polyester paint system. Expressions enable customers to be as expressive as they need to be.
• Chrome-free primers: The next big step in the evolving global construction industry will be a shift to chrome-free primers. AkzoNobel has taken the lead to transition the market towards a chrome-free future. Specially formulated with anti-corrosive pigments for long-term protection, this innovative range of chrome-free primers meets the needs of the building products market for coatings application and corrosion protection. Test results demonstrate that the performance of the chrome-free primers is comparable to that of chromated primers. AkzoNobel customers can be primed for a chrome-free future by choosing Cr-6 free products, which is an important step in making the industry, and the world, safer and more sustainable.