How COVID-19 Has Changed the Coatings Industry

The different protection policies applied by countries during the COVID-19 pandemic were highly influential in creating fluctuations in product demand balance and the emergence of new consumer trends. Although the process developed differently across European countries, the sharpest decline in paint consumption in Europe occurred in April and May. On the other hand, since stay-at-home measures began to ease, market demand has started to stabilize. The peak season for paint demand, as is known, is the March-June period. This year, due to reasons stemming from the pandemic, this period shifted to July and beyond and has continued throughout the summer. Many consumers unable to return to their workplaces due to the pandemic painting their homes was highly influential in this transformation. As COVID-19 resulted in reduced customer demand particularly in the professional coatings segment in the second quarter, paint manufacturers and retailers are attempting to meet the increasing demand through different methods, both through online platforms and through the growing popularity of home delivery. Despite the temporary closure of research and development facilities and the postponement of new product launches due to the inability to hold face-to-face events during the pandemic, paint manufacturers and retailers are successfully engaging with customers online and continuing to meet changing needs. For example, the pandemic sparked considerable interest in paints with anti-bacterial properties, and as a result, some manufacturers began launching antibacterial paints to the market. On the other hand, as many people spent more time at home during the pandemic, demand for paints that can improve indoor air quality also began to increase. This accelerated the transition to low-odour, low volatile organic compound and functional paints that do not contain chemicals such as formaldehyde. Innovative technologies developed by Dow Coatings Materials, introduced to the market in the country approximately two years ago, have played a major role in meeting this demand which gained importance during the pandemic period. This technology, known as FORMASHIELD™, was specifically designed to help improve indoor air quality, which gained international importance before the pandemic due to new insulation and air-sealing methods used to increase time spent indoors and energy efficiency.

Our FORMASHIELD™ technology releases carbon and hydrogen after formaldehyde continuously present in the indoor environment comes into contact with the wall, thereby eliminating formaldehyde in the environment and converting it to harmless water vapor. Formaldehyde breakdown is irreversible and removal is permanent. In Turkey as well, as people spend more time indoors during the pandemic period, interior coating consumption has increased, while demand for external facade coatings has slowed.

On the other hand, consumer behaviour has changed towards do-it-yourself paint applications, as in Europe. Significant growth has been observed in the sales of products sold in smaller containers, while traditional sales channels have partially shifted to e-commerce channels. In addition to concerns about hygiene and air quality, many consumers are also seeking products that will give their homes a more luxurious appearance and a different aesthetic feel. For this reason, paints produced using Durable Matt technology, one of Dow's innovative products, are rapidly gaining prominence in Europe at present. This technology was specifically designed to combine the high durability properties of high-gloss paint such as semi-gloss or satin with the appearance and application advantages of flat/matt paint, and to fully meet consumer needs in the decorative coatings market. Additionally, products manufactured by Dow Coatings Materials have played an important role during the pandemic in various applications ranging from new uses of medical facilities to sustainable food packaging production. Furthermore, hand sanitizer production has been carried out in some of our facilities with the requisite technical capability, contributing to public health. We are proud that we have been able to help manufacturers and retailers respond very quickly to new market trends with our state-of-the-art products. This year has been an incredibly challenging year for the global paint industry, and the future remains uncertain as countries attempt to control the coronavirus. However, we will continue to respond to our customers' demands by providing innovative, durable products that enable them to meet changing consumer needs. [caption id="attachment_117803" align="alignnone"] Cemal Drahor[/caption] Commercial Director Dow Coatings Materials