Decorative Coatings Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Technology (Waterborne Coatings, Solventborne Coatings), By Product (Primer, Enamel, Emulsions, Others), By Application (Residential, Commercial), By Region and Competition, 2020-2030F

Market Overview

The Global Decorative Coatings Market, valued at USD 79.50 Billion in 2024, is projected to experience a CAGR of 3.32% to reach USD 96.69 Billion by 2030. Decorative coatings, also known as architectural coatings, are applied to surfaces to impart aesthetic appeal and protective functionalities. These products are extensively utilized across residential, commercial, and industrial sectors for interior and exterior applications. Market growth is primarily driven by increasing urbanization and infrastructure development globally, alongside rising disposable incomes that stimulate consumer spending on home improvement. Technological advancements in coating durability and functionality further support this expansion.

Regarding market scale, the European paint market, which includes decorative coatings, registered an estimated turnover of EUR 21.1 billion in 2023 and approximately 4.5 billion liters in volume, according to the European Council of the Paint, Printing Ink, and Artist's Colours Industry (CEPE). A significant challenge impeding global expansion is the persistent volatility in raw material prices, as fluctuations in key component costs directly impact production expenses and profit margins.

Key Market Drivers

The global decorative coatings market is significantly influenced by expanding construction and infrastructure development. The creation of new residential, commercial, and public structures inherently necessitates protective and aesthetic surface treatments, driving demand for a diverse range of coating products. This trend is evident in robust construction activity across various regions; for instance, according to the National Association of Home Builders, in January 2025, total US housing starts for 2024 were 1.36 million. This continuous addition of new building stock provides a foundational demand for decorative coatings for initial applications. Simultaneously, rising renovation and repainting activities serve as a crucial ongoing driver for market expansion. As existing buildings age and aesthetic preferences evolve, property owners undertake renovation projects that regularly involve updating interior and exterior surfaces with fresh coatings. The cyclical nature of maintenance and aesthetic upgrades contributes substantially to market volume. Illustratively, according to the National Association of Realtors, in December 2024, existing-home sales in the US for November 2024 reached a seasonally adjusted annual rate of 4.15 million, often leading to subsequent renovation and repainting efforts by new homeowners.

These interwoven factors ensure a consistent and growing need for decorative coatings. The overall global paints and coatings market reflects this steady demand, with its considerable economic footprint. According to wpcia, in 2024, the global paints and coatings market reached a sales value of USD 188.8 billion.

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Key Market Challenges

The persistent volatility in raw material prices represents a significant challenge for the global decorative coatings market. Unpredictable fluctuations in the costs of crucial components directly impact manufacturing expenses and, consequently, profit margins. This instability complicates effective long-term strategic planning for production and pricing across the industry. For example, according to the American Coatings Association's "State of the Coatings Industry 2024" report, coatings producers experienced a 3% increase in overall costs in 2023, partly driven by elevated input expenses. Such cost pressures can impede investment in product innovation and market expansion, as companies frequently reallocate resources to manage immediate operational expenditures. Sustained high or erratic raw material costs force manufacturers to either absorb these increases, thereby reducing profitability, or transfer them to consumers, which can dampen demand and reduce market competitiveness. This dynamic places continuous strain on the financial stability of businesses within the decorative coatings sector.

Key Market Trends

The decorative coatings market is experiencing a significant shift towards sustainable and low-VOC (volatile organic compound) products, driven by environmental regulations and consumer health awareness. This trend compels manufacturers to invest in green chemistry, offering eco-friendlier formulations without compromising performance. According to the European Council of the Paint, Printing Ink, and Artist's Colours Industry (CEPE), in 2024, critical regulatory decisions included the adoption of Eco-design for a Sustainable Product Regulation, directly impacting the coatings industry. This regulatory impetus is complemented by industry advancements, as AkzoNobel's 2024 Annual Report, released in February 2025, detailed a 41% reduction in Scope 1 and 2 carbon emissions from its 2018 baseline.

Digitalization is transforming customer engagement in decorative coatings, especially in color selection and sales channels. Online visualization tools, augmented reality applications, and e-commerce platforms now enable consumers to virtually preview colors, simplifying purchasing and expanding market reach. The American Coatings Association's advocacy led to U. S. Environmental Protection Agency (EPA) amendments on January 6, 2025, requiring electronic submission of notifications for aerosol coatings, signaling a broader industry move towards digital operational compliance. Furthermore, in March 2024, Jazeera Paints demonstrated its artificial intelligence and augmented reality technologies at the LEAP 2024 conference, facilitating virtual home coloring and easing customer decisions.

Segmental Insights

The Global Decorative Coatings Market is experiencing significant transformation, with Waterborne Coatings emerging as the fastest-growing segment. This rapid expansion is primarily driven by increasingly stringent environmental regulations worldwide aimed at reducing Volatile Organic Compound (VOC) emissions. Regulatory bodies, such as the U. S. Environmental Protection Agency (EPA) and initiatives like the European Union's REACH program, mandate lower VOC content, compelling manufacturers and consumers to adopt more eco-friendly alternatives. Furthermore, heightened environmental awareness and a preference for sustainable, low-odor products that improve indoor air quality are fueling demand. Continuous advancements in waterborne coating technology also contribute, delivering performance comparable to traditional solvent-based options in terms of durability, aesthetics, and ease of application.

Regional Insights

Asia Pacific stands as the leading region in the global decorative coatings market, primarily propelled by extensive urbanization and robust infrastructure development across its diverse economies. Significant construction activities in key countries, such as China and India, drive demand for both residential and commercial buildings, alongside numerous public infrastructure projects. This continuous expansion, combined with a growing middle-class population and increasing disposable incomes, fuels heightened consumer spending on home improvement and aesthetic enhancements. Additionally, supportive government initiatives aimed at housing and urban development further contribute to the sustained demand for decorative finishes throughout the region.

Recent Developments

• In October 2025, BASF inaugurated a new production line at its Dilovası facility in Türkiye, dedicated to manufacturing dispersions for the architectural coatings and construction industries. This expansion significantly boosted production capacity and diversified the regional product portfolio. The new line produces low-volatile organic compound (VOC) and low-carbon dioxide (CO₂) dispersions, specifically developed to address local customer requirements and promote innovation in environmentally conscious architectural coatings for various applications.

• In January 2025, KEIM unveiled Lignosil-Artis, a novel mineral thin-layer paint specifically engineered for decorative coatings on fine-textured wood. This new product offers an economically efficient solution for enhancing timber components, emphasizing their natural character whether rough-sawn or structurally planed. The formulation is ideal for initial factory application through industrial processes, providing durable and aesthetically pleasing finishes. This innovation from KEIM directly supports advancements in the global decorative coatings market by expanding specialized options for wood protection and embellishment.

• In July 2024, PPG launched the Dulux PRO app, a new digital tool developed for painters and trade professionals in Canada. This application, designed for DULUX® paints, enables professionals to efficiently browse the extensive product catalog, access specific job details, and place orders directly using a mobile device. The introduction of this app enhances operational efficiency within the decorative coatings sector by providing convenient features such as onsite job delivery or in-store pickup, the ability to review past orders, and options to request color renderings.

• In February 2024, Arkema highlighted new technologies for more sustainable paint and coating solutions at Paint India 2024. Among these advancements was a waterborne alkyd emulsion, presenting a bio-based and low-carbon solution specifically formulated for decorative paints applied to walls, wood, and metal surfaces. This innovation from Arkema addresses growing consumer demand for products that offer improved health benefits, enhanced protection, and durability, along with user-friendly application, all while minimizing environmental impact through the use of bio-based raw materials and low carbon feedstock.

Key Market Players

• PPG Industries, Inc.
• Axalta Coating Systems, LLC
• Nippon Paint Holdings Co., Ltd.
• Kansai Paint Co.,Ltd.
• Bayer AG
• The Sherwin-Williams Company
• KCC Corporation
• Jotun A/S
• BASF SE
• Asian Paints Limited

Report Scope:

In this report, the Global Decorative Coatings Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Decorative Coatings Market, By Technology:

o   Waterborne Coatings

o   Solventborne Coatings

• Decorative Coatings Market, By Product:

o   Primer

o   Enamel

o   Emulsions

o   Others

• Decorative Coatings Market, By Application:

o   Residential

o   Commercial

• Decorative Coatings Market, By Region:

o   North America

§  United States

§  Canada

§  Mexico

o   Europe

§  France

§  United Kingdom

§  Italy

§  Germany

§  Spain

o   Asia Pacific

§  China

§  India

§  Japan

§  Australia

§  South Korea

o   South America

§  Brazil

§  Argentina

§  Colombia

o   Middle East & Africa

§  South Africa

§  Saudi Arabia

§  UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Global Decorative Coatings Market.

Available Customizations:

Global Decorative Coatings Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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