Painting & Coating Industry (PCI) logo Powder coating summit logo
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • MATERIALS
  • TECHNOLOGIES
  • RESOURCES
  • EVENTS
  • DIRECTORIES
  • EMAGAZINE
  • CONTACT
  • SIGN UP!
cart
facebook twitter linkedin youtube
  • NEWS
  • Latest News
  • Market Trends & Reports
  • Finishing News
  • Price Alerts
  • Subscribe to eNewsletters
  • Global Top 10/ PCI 25
  • Weekly Featured Article
  • COATLE Word Game
  • PRODUCTS
  • Product News
  • Must See Products and Services
  • MATERIALS
  • Additives
  • Resins/Polymers
  • Pigments
  • Equipment
  • Distributors
  • TECHNOLOGIES
  • Adhesives
  • Architectural Coatings
  • Finishing Articles
  • Finishing Technologies
  • Finishing Equipment
  • Industrial Coatings
  • Nanotechnology
  • Powder Coatings
  • Solventborne
  • Special Purpose Coatings
  • Sustainability
  • UV Coatings
  • Waterborne
  • RESOURCES
  • Columns
  • Blogs
  • Coatings Supplier Handbook
  • Podcasts and Videos
  • PCI Store
  • Classifieds
  • eBooks
  • Sponsor Insights
  • White Papers
  • COATLE Word Game
  • Columns
  • Did you know?
  • Distribution Dive
  • Focus on Canada
  • Formulating With Mike
  • Innovation Insights
  • Moody's Coatings Conundrums
  • Powder Coating Perspectives
  • Target the Market
  • TiO2 Insider
  • Blogs
  • Editor's Viewpoint
  • Industry Insights
  • Podcasts and Videos
  • COAT-IT! Podcast
  • Videos/PCI TV
  • EVENTS
  • Coatings Trends & Technologies Summit
  • Paint and Coatings Academy
  • Webinars
  • Calendar of Events
  • Lifetime Achievement Award
  • DIRECTORIES
  • Buyer's Guide
  • Equipment Directory
  • Materials Directory
  • EMAGAZINE
  • Current Issue
  • eMagazine Archive
  • China Issue Archive
  • Editorial Advisory Board
  • CONTACT
  • Contact Us
  • Advertise
  • Subscribe to eMagazine
  • Subscribe to eNewsletters
Painting & Coating Industry (PCI) logo Powder coating summit logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Painting & Coating Industry (PCI) logo Powder coating summit logo
  • NEWS
    • Latest News
    • Market Trends & Reports
    • Finishing News
    • Price Alerts
    • Subscribe to eNewsletters
    • Global Top 10/ PCI 25
    • Weekly Featured Article
    • COATLE Word Game
  • PRODUCTS
    • Product News
    • Must See Products and Services
  • MATERIALS
    • Additives
    • Resins/Polymers
    • Pigments
    • Equipment
    • Distributors
  • TECHNOLOGIES
    • Adhesives
    • Architectural Coatings
    • Finishing Articles
    • Finishing Technologies
    • Finishing Equipment
    • Industrial Coatings
    • Nanotechnology
    • Powder Coatings
    • Solventborne
    • Special Purpose Coatings
    • Sustainability
    • UV Coatings
    • Waterborne
  • RESOURCES
    • Columns
      • Did you know?
      • Distribution Dive
      • Focus on Canada
      • Formulating With Mike
      • Innovation Insights
      • Moody's Coatings Conundrums
      • Powder Coating Perspectives
      • Target the Market
      • TiO2 Insider
    • Blogs
      • Editor's Viewpoint
      • Industry Insights
    • Coatings Supplier Handbook
    • Podcasts and Videos
      • COAT-IT! Podcast
      • Videos/PCI TV
    • PCI Store
    • Classifieds
    • eBooks
    • Sponsor Insights
    • White Papers
    • COATLE Word Game
  • EVENTS
    • Coatings Trends & Technologies Summit
    • Paint and Coatings Academy
    • Webinars
    • Calendar of Events
    • Lifetime Achievement Award
  • DIRECTORIES
    • Buyer's Guide
    • Equipment Directory
    • Materials Directory
  • EMAGAZINE
    • Current Issue
    • eMagazine Archive
    • China Issue Archive
    • Editorial Advisory Board
  • CONTACT
    • Contact Us
    • Advertise
    • Subscribe to eMagazine
    • Subscribe to eNewsletters
  • SIGN UP!
SustainablePowder Coatings

Powder Coatings – The ‘Green’ Champion That Deserves More Investment

industry insights
November 20, 2017

By Ram Ramnath, Vice President, Powder Coatings, Jotun

 

The Big Trends

What could be the biggest opportunities, for any business, in the world that we inhabit? At first glance, this might seem a very generalized question…but it is still worth asking! First, whatever your business, the potential to move it into a ‘cleaner and greener’ space is a top-of-the-mind issue for all stakeholders. Just a cursory look at the direction in which industries are moving - be it energy or transportation; building materials or home appliances – should be enough to convince even the most sceptical, that technologies for a cleaner and greener, lower-carbon-footprint world will be a key differentiator. Renewable energy is well on its way to replace fossil fuels; just as electric cars are well on their way to disrupt the internal combustion engine.

This clear trend is further strengthened, thanks to the rise of social media. The idea that everyone needs to do their bit to achieve a cleaner and greener world is at once noble as it is powerful, for what could be more important to ensure the survival of the human race? And this is the simple, yet powerful idea that is getting well entrenched in the popular imagination, thanks to social media. It is true that nobody can stop an idea whose time has come … but it needs the power of social media to spread the good word efficiently!

 

The ‘Green Champion’ of the Paints Industry

The paint industry is no exception to this trend. The environmental concerns from solvents and volatile organic content (VOC) in paints are well documented. Much R&D spending in this industry has been directed at finding friendlier alternatives. In this respect, powder coating is clearly the ‘green champion’ of the paints and coatings industry. With no solvents at all and almost no VOCs either, it is no surprise that powder coatings were swiftly adopted as the technology of choice for the factory-applied finishing on metal components for myriad industries. Sustained R&D efforts are helping to spread the use of powder coating beyond their ‘conventional’ applications, and it is fair to say that powder coatings stand on the threshold of exciting new breakthroughs – not only displacing the old technologies but also opening new frontiers by being able to coat thick steel components and even non-metal substrates.

It is an unfortunate fact that finishing technologies still exist that can by no means be called environment friendly. Chrome plating is a good example of a harmful finishing technology that deserves to be made obsolete, the sooner the better. The harmful effects on human health, including the carcinogenic consequences of chrome usage, are very well documented. Anodizing is another such finishing technology – indeed, a relic from a previous era. Not only does it need a full complement of not-so-friendly chemicals in multiple baths (in a typical anodizing plant), it also consumes an inordinate amount of water and electricity – surely, not the sort of technology that can lead us to a cleaner and greener future.

The point I’m trying to make is that R&D in powder coatings has advanced well in recent years to give the world credible alternatives to chrome plating and anodizing. We need to do more to make specifiers and designers aware of this and that they do their bit; and together we can nudge the world towards a safer, cleaner and healthier future that we can be proud of.

More recent developments in powder coating technology have also led to successful application on non-metal components such as Medium Density Fibreboard (MDF) and wood substrates. This is an extremely significant milestone – signalling powder’s capability to replace millions of litres of solvent-based paints.

 

The Challenge

Given such spectacular developments, what then are the challenges for more rapid adoption of powder technologies?

The key challenge as I see it is that the industry needs to continue investing in high-quality R&D, technical and marketing resources to ‘close the circle’, in a manner of speaking, to remove several obstacles, both major and minor, that come in the way of successfully adopting powder in complex and challenging applications. It is also equally important to gain accurate insights of customers’ needs and complexities to ensure that powder coatings can smoothly take over. In many cases, user industries will need to invest to switch to powder coatings – for which powder coating manufacturers need to prepare a compelling case.

Commercially, we feel extremely challenged by the price versus cost dynamics of the industry. It is fair to say that the true ‘value’ of powder coatings has not always been well understood and, as an industry, we have not been good at communicating the true value of powder coating solutions. Another reason for this could be the fragmented nature of the industry.     Whatever the reasons, the fact is that powder manufacturers are very vulnerable to rising raw material costs during commodity price upturns, as being witnessed currently. In the last 12 months or so, we have faced a tsunami of increasing raw material costs by nearly 25%. And it shows no sign of easing; in fact, there are indications of further increases in the coming months. There are many reasons for this, including a sharp rise in the prices of titanium dioxide following a wave of industry consolidation and upturn in the prices of feedstocks for polyester and epoxy resins. On the supply side, the closure of many chemical factories in China following stricter implementation of environmental norms has also contributed to the increase in our input costs.

It is important for us to increase our price levels to adjust to the new situation. Indeed, successful industries are those that deliver the true value of their solutions to customers, whilst also managing their profitability, especially in difficult times, to sustain investment to create the future. This is vital, to ensure that the powder coatings industry remains healthy and can deliver its potential towards building a cleaner and greener future for the paints and coatings industry.

KEYWORDS: Powder coatings Sustainability in Coatings

Share This Story

You must login or register in order to post a comment.

Report Abusive Comment

Blog Topics

Editor's Viewpoint

Journey to Sustainability

Industry Insights

Recent Comments

clearly and in detail

Broken Planet Stargazing Hoodie

Can we apply form the out of USA...

Education for Kids

The team at window film brooklyn is...

Manage My Account
  • eMagazine
  • eNewsletter
  • Online Registration
  • Subscription Customer Service

The Coatings Minute: Your Inside Look at PCInnovations

The Coatings Minute: Your Inside Look at PCInnovations

The Coatings Minute: CTT 2025  -  One Summit, Three Audiences, Real Impact

The Coatings Minute: CTT 2025 - One Summit, Three Audiences, Real Impact

CTT Registration Now Open

CTT Registration Now Open

The Coatings Minute: Your Guide to the 2025 Coatings Supplier Handbook

The Coatings Minute: Your Guide to the 2025 Coatings Supplier Handbook

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the PCI audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of PCI or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • Modern arapartment complex painted in bright colors.
    Sponsored byEPS - Engineered Polymer Solutions

    Architectural Polymers Leading the Way in Coatings Innovation

  • paint sprayer in a workshop
    Sponsored byallnex

    Enabling Performance and Compliance: allnex Introduces a New Line of VOC Exempt Solvent-Borne Resins

Popular Stories

PCI voices from the top

eBook | PCI Voices from the Top

pci global top 10

2025 Global Top 10: Top Paint and Coatings Companies

No. 20 H-I-S Paint Manufacturing

H-I-S Paint Names Industry Veteran as CEO



PCI Buyers Guide

Submit a Request for Proposal (RFP) to suppliers of your choice with details on what you need with a click of a button

Start your RFP

Browse our Buyers Guide for manufacturers and distributors of all types of coatings products and much more!

Find Suppliers

Events

September 3, 2025

Coatings Trends & Technologies Summit

The Coatings Trends & Technologies (CTT) Summit is an annual conference for both liquid and powder coatings formulators and manufacturers to discuss innovations in coatings technology. This event combines high-quality technical presentations, a resource-rich exhibit hall, and dedicated networking opportunities to connect scientific minds, foster innovation, and cultivate game-changing new ideas!

September 4, 2025

Real-World Successes in AI-Enabled Coatings Innovation

Artificial intelligence is unlocking entirely new opportunities and business models for enterprise R&D organizations.

View All Submit An Event

Poll

Longest-running laboratory experiment

What is the longest-running laboratory experiment?
View Results Poll Archive

Products

CTT Summit Short Courses (Live 9/3/25)

Coatings Trends & Technologies Summit is expanding its offerings with four short courses. These short courses will offer an extensive day of interactive learning.

See More Products
pci voices from the top ebook

PCI CASE EBOOK
×

Keep the info flowing with our eNewsletters!

Get the latest industry updates tailored your way.

JOIN TODAY!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletters
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey & Sample
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • Youtube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing

Painting & Coating Industry (PCI) logo Powder coating summit logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Painting & Coating Industry (PCI) logo Powder coating summit logo
  • NEWS
    • Latest News
    • Market Trends & Reports
    • Finishing News
    • Price Alerts
    • Subscribe to eNewsletters
    • Global Top 10/ PCI 25
    • Weekly Featured Article
    • COATLE Word Game
  • PRODUCTS
    • Product News
    • Must See Products and Services
  • MATERIALS
    • Additives
    • Resins/Polymers
    • Pigments
    • Equipment
    • Distributors
  • TECHNOLOGIES
    • Adhesives
    • Architectural Coatings
    • Finishing Articles
    • Finishing Technologies
    • Finishing Equipment
    • Industrial Coatings
    • Nanotechnology
    • Powder Coatings
    • Solventborne
    • Special Purpose Coatings
    • Sustainability
    • UV Coatings
    • Waterborne
  • RESOURCES
    • Columns
      • Did you know?
      • Distribution Dive
      • Focus on Canada
      • Formulating With Mike
      • Innovation Insights
      • Moody's Coatings Conundrums
      • Powder Coating Perspectives
      • Target the Market
      • TiO2 Insider
    • Blogs
      • Editor's Viewpoint
      • Industry Insights
    • Coatings Supplier Handbook
    • Podcasts and Videos
      • COAT-IT! Podcast
      • Videos/PCI TV
    • PCI Store
    • Classifieds
    • eBooks
    • Sponsor Insights
    • White Papers
    • COATLE Word Game
  • EVENTS
    • Coatings Trends & Technologies Summit
    • Paint and Coatings Academy
    • Webinars
    • Calendar of Events
    • Lifetime Achievement Award
  • DIRECTORIES
    • Buyer's Guide
    • Equipment Directory
    • Materials Directory
  • EMAGAZINE
    • Current Issue
    • eMagazine Archive
    • China Issue Archive
    • Editorial Advisory Board
  • CONTACT
    • Contact Us
    • Advertise
    • Subscribe to eMagazine
    • Subscribe to eNewsletters
  • SIGN UP!