According to data from the World Coatings Council (WCC), the paints and coatings market globally moved around $170 Billion in 2019. The largest portion of this market is paint, which includes architectural paints (with a 53% share) and wood finishes (contributing 7%), equivalent to the 60% of Market Share. Among the protagonists in this sector, large global manufacturers stand out. such as Akzo Nobel, BASF, Sherwin-Williams, PPG, Axalta, Yatu, Roberlo, Nippon Paint, Jotun, Hempel, which offer a wide range of products for various applications, such as automotive, industrial, architectural, marine and much more.

Faced with the growing complexity of global challenges, the coordination of actions and the contribution to sustainable development in the industry become more important than ever. To encourage and direct these discussions in the paints and coatings sector, the International Paint and Printing Ink Council (which from 2019 became known as World Coatings Council), with the aim of connecting associations and affiliated companies. Currently through the WCC, members learn from the success stories and challenges of their peers, and together increase the positive impact on society, economy and the environment.

In December 2022, a joint publication by the associations on sustainability in the global paints and coatings industry was launched, reinforcing the sector's efforts to contribute to the UN Sustainable Development Goals. (View more)

With an estimated value of more than 8 billion dollars, this market points to growth in the coming years in South America, with emphasis on countries such as Brazil, Argentina, Colombia, Chile and Peru, which have the presence of large global manufacturers operating in the region. Regarding sustainability, the region plays an important role in changing the paradigm due to its biodiversity and diversity conditions, which can drive the creation of personalized solutions adapted to local needs, both in terms of design and functionality. This means there is a great responsibility and opportunity to promote sustainable and innovative practices in the paints and coatings industry.

In Brazil, the ABRAFATI (Brazilian Association of Paint Manufacturers) is the representative of this production chain, bringing together manufacturers and suppliers, supporting the dissemination of the WCC program and other local programs such as the Coatings Care Program. The sector is regulated by the National Health Surveillance Agency (ANVISA) and the National Institute of Metrology, Quality and Technology (INMETRO), which establish requirements and criteria for the manufacture, sale and use of paints. Suppliers of raw materials and inputs are present in the country through national companies and large multinational groups, with technologies and technical complexity comparable to the most advanced in the world.

Currently, companies have invested in more sustainable technologies and in the production of paints with a lower environmental impact, such as water-based paints, which are less toxic and easier to clean. Furthermore, they are seeking certifications and seals that attest to their environmental responsibility, which has become a competitive differentiator in the market. According to studies based on consultations with sustainability reports, sectoral documents and media information, the main trends for promoting sustainability in the sector were identified and listed:

• Investment in R&D for new technologies and more sustainable production processes;
• Efficiency in the use of resources;
• Reduction of emissions of atmospheric pollutants, such as Greenhouse Gases (GHG) and Volatile Organic Compounds (VOC);
• Use of renewable energy sources;
• Development of eco-friendly products: water-based products, with a low content of volatile organic compounds (VOC) and renewable raw materials. Natural, handcrafted and customized products to the customer's taste, with less toxic components emitted.
• Environmental certifications: obtaining environmental certifications and seals to demonstrate companies' commitment to sustainability and environmental responsibility.

It is important that the industry associates these efforts to search for innovations and sustainability with Sustainable Development Goals (SDGs) of the UN Global Compact, also within the ESG Agenda, communicating its actions and directions to its stakeholders, according to the level of influence and impact on the business for each business audience.

A Eco+ Foundation is committed to promoting knowledge of sustainability in different sectors of the industry. For this reason, we are currently engaged in developing a study on paint market trends. This study will cover data, relevant programs and practical examples, offering a complete view of this scenario. If you are interested in receiving the launch of this study and other publications first hand, sign up for our newsletter and receive the content directly in your email!

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