Price Increase

The Volume War: Why Market Share is the New Currency in Coatings

In the high-stakes world of decorative and industrial paints, we are witnessing a fundamental shift in strategy. Companies are no longer just chasing immediate profit margins; they are playing a long-game of volume acquisition. When a player reports a staggering 23% growth in volume across both decorative and industrial verticals, it signals a clear intent: capture the territory now, optimize the revenue later.

This “volume-first” approach is a classic market-entry tactic. By flooding the market and securing a foothold in both residential and industrial sectors, brands can create a barrier to entry for others. However, this often leads to a “growth gap”—where volume skyrockets but revenue growth lags behind due to aggressive pricing and promotional incentives.

Navigating the Raw Material Rollercoaster

One of the most persistent headwinds facing the coatings industry is Raw Material Cost (RMC) inflation. When costs for resins, pigments and additives climb by 24% to 25%, the pressure on the bottom line becomes immense. The challenge for modern paint companies is the “lag effect”—the time it takes for a cost increase in the factory to be reflected in the price at the retail counter.

To combat this, industry leaders are moving toward more dynamic pricing models. Instead of annual price hikes, we are seeing quarterly or even monthly adjustments to protect EBITDA margins. The goal is to find the “sweet spot” where price increases cover inflation without driving customers toward cheaper, lower-quality alternatives.

For a deeper dive into how commodity prices affect manufacturing, check out our guide on managing supply chain volatility.

The Pivot to Premiumization

As basic paint becomes commoditized, the real growth is shifting toward “premiumization.” We are seeing a surge in demand for specialized finishes—think “Velvet Touch” textures, anti-bacterial coatings, and weather-shield technologies. These products allow companies to command a higher price premium, effectively bridging the gap between volume and revenue.

The trend is clear: consumers are moving away from “just a coat of paint” toward “home wellness and aesthetics.” This shift allows brands to improve their mix, moving the needle on margins even when raw material costs remain high.

Industrial Diversification: Beyond the Living Room

While decorative paints get the most marketing attention, the real stability often lies in the industrial vertical. Strategic tie-ups with Original Equipment Manufacturers (OEMs) and expansion into oil and gas infrastructure are becoming critical growth levers.

Industrial coatings are not just about color; they are about protection. High-performance coatings that prevent corrosion in harsh environments (like offshore rigs or automotive chassis) create “sticky” B2B relationships. Unlike a homeowner who might change brands every five years, an industrial partner relies on a specific technical formulation, ensuring a steady, predictable revenue stream.

The Human Element: The Challenge of Corporate Integration

Behind the financial spreadsheets lies a complex human challenge: integration. When a company undergoes an ownership change or a merger, the “cultural gap” is often the biggest risk to growth. Integrating HR systems is easy; integrating the mindset of a legacy workforce with a new corporate vision is where the real work happens.

The trend in modern corporate mergers is a move toward “phased integration.” Rather than a total overhaul on day one, companies are focusing on project-based integration first, followed by retail and dealer networks. This prevents operational shock and ensures that the customer experience remains seamless during the transition.

Frequently Asked Questions

Why is there often a gap between volume growth and revenue growth?
This usually happens when a company lowers prices or offers heavy incentives to gain market share. They sell more liters of paint (volume), but because each liter is sold at a lower price, the total money coming in (revenue) doesn’t grow as swift.

How does raw material inflation impact the price of paint?
Paint relies on chemicals and minerals that are often tied to global oil and commodity prices. When these costs rise, companies must either absorb the cost (lowering their profit) or pass the cost to the consumer through price increases.

What are “OEM tie-ups” in the paint industry?
OEM stands for Original Equipment Manufacturer. A tie-up means the paint company is the official supplier for a manufacturer (e.g., a car brand or a pipeline company), ensuring their products are used on every unit produced.