Future of Paint: Consumer Demand for Sustainability in a Regulated Market

Authored by - Nitin Jain, Co-founder and Director at Jewell Paints

The concept of sustainability in the coatings industry has changed significantly since it was first introduced many years ago. Nowadays, sustainability is a key consideration in many business operations, often addressed on a daily basis. The focus has broadened to include reducing volatile organic compounds (VOCs), conserving energy and resources, minimizing waste, improving process efficiency, using renewable materials, and several other aspects. Since we launched our company a decade ago, our focus has been on creating low VOC paints with high performance. Back then, it was just about aesthetics but over the years I have seen the demand shift to providing safer, more durable options.

When discussing sustainability in the paint industry today, it's important to consider performance as well. Performance is essential for the eco-friendliness of paint, as it not only boosts environmental benefits but also minimizes its overall impact on the ecosystem. Analyzing the product lifecycle of paint reveals that superior performance—particularly regarding coverage (the quantity of paint required for each application) and durability (the lifespan before needing reapplication)—helps to prevent wasteful and ineffective use of energy and materials throughout the entire process.

As awareness of environmental concerns grows, the paint industry is experiencing a major shift. Nowadays, consumers are placing a higher value on sustainability, health, and safety when choosing products for their homes and workplaces. Public awareness of the negative impact of VOCs on indoor air quality has increased, particularly following the COVID-19 pandemic. As per PwC 60% of Indian consumers are actively choosing sustainable products.

As per Statista, India’s growing middle class is fuelling the demand for eco-friendly paint. The India paints and coatings market was valued at USD 13,405.4 Million in 2024 and is expected to reach USD 31,706.3 Million by 2033, at a CAGR of 8.75% during the forecast period 2024 – 2033. (Source: https://www.custommarketinsights.com/report/india-paints-and-coatings-market/)

Shifting Consumer Preferences

The change in consumer preferences towards sustainability is one of the primary factors reshaping the paint industry. The paint industry, which has traditionally relied on chemicals that are hazardous to both health and the environment, is now shifting towards more sustainable products. Today’s consumers are looking for more than just attractive colors and long-lasting paints; they want products that are safe, non-toxic, and environmentally friendly.

For the paint industry, this translates to an increasing demand for paints that are non-toxic, have low levels of volatile organic compounds (VOCs), and are made from renewable materials.

VOCs are chemicals commonly found in conventional paints that can release into the air, leading to indoor air pollution and various health problems. As people become more aware of their health and wellness, there has been a significant rise in the popularity of Zero-VOC paints.

Regulatory Push Towards Sustainable Paints

As awareness of environmental issues grows and concerns rise about the health risks linked to traditional solvent-based paints, India is experiencing a notable shift toward eco-friendly and sustainable coatings. The Indian government, through agencies such as the Bureau of Indian Standards (BIS) and the Ministry of Environment, Forest and Climate Change (MoEFCC), has put in place regulations and standards to encourage the use of low-VOC (volatile organic compound) and lead-free paints. So, the paint industry is facing stricter regulations aimed at reducing the use of VOCs and other harmful chemicals.

The Confederation of Indian Industry (CII) reports that the demand for eco-friendly coatings is expected to grow at a compound annual growth rate (CAGR) of more than 12% over the coming years. This growth is fuelled by several factors, including heightened consumer awareness, stricter environmental regulations, and the increasing adoption of green building practices.

To keep up with this demand, manufacturers are focusing on research and development to create innovative sustainable paint formulas that not only perform well but also reduce their environmental footprint.

Challenges in a Regulated Market

Despite the positive trends, the Indian paint industry still faces challenges in fully embracing sustainability. The production costs of eco-friendly paints are higher than those of traditional paints. Furthermore, many people are still not well-informed about sustainable paint options.

To close this gap, manufacturers are focusing on educating consumers about the advantages of eco-friendly paints. Highlighting benefits like improved health outcomes and less environmental harm is helping increase awareness and encourage more people to consider these options.

Furthermore, incentivising the production of sustainable products can also help make them more accessible to a wider audience.

Innovations in Sustainable Paint

The growing demand for sustainable products combined with regulatory requirements has led to significant innovation in the paint industry. New technological advancements have made it possible to create paint formulations that minimise or completely remove harmful chemicals.

In the future, the paint industry will likely see a more knowledgeable consumer base and a strong set of regulations focused on sustainability.

The Global paints and coatings market revenue to jump from US$191.3 Bn in 2022, to US$245 Bn in 2030 and sustainability will be a big part of this growth (https://www.fairfieldmarketresearch.com/report/global-paints-and-coatings-market)

As consumers place a higher value on sustainability, the appetite for eco-friendly paints is set to rise. Businesses that adapt to this trend will not only improve their competitive edge but also play a role in creating a healthier environment. In a regulated market, the key challenge is finding a balance between adhering to regulations and fostering innovation, making sure that sustainability is woven into the fabric of their products.

DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.