According to the latest research report published by Frost & Sullivan, Europe and North America are currently the regions with the largest consumption of architectural antibacterial coatings. The market in this region has reached a stage of maturity, and the growth of the market depends on the improvement of customer health awareness. And the manufacturer's cost control. Conducting product certifications, developing new green products, and implementing acquisitions and mergers are three magic weapons to increase market competitiveness.
Antibacterial coatings were originally designed to protect buildings from being eroded, but due to current concerns about health issues, it is not only used to protect buildings, but also to help people reduce viruses and bacteria. The market revenue of North American architectural antibacterial coatings is growing at a compound annual growth rate of 5.9% per year and is expected to reach US$14.6 million in 2016. In Europe, the main countries that use antibacterial coatings are the United Kingdom, Germany, France, Italy, Spain, and Poland. Germany has the largest market share, accounting for 25% of the total in Europe; the second place is the United Kingdom, accounting for 12%.
The attention of the government and the public to health issues has driven the development of the antibacterial coatings industry in Europe and America. In 2008, the European Health Service found that the number of cases of infectious diseases in hospitals had risen. The authorities immediately drafted instructions to allow hospitals to disclose the proportion of infectious diseases. The U.S. government also requires all hospitals to report the proportion of infectious diseases each year. In order to curb the increase in the proportion of infectious diseases, hospitals have a greater demand for antibacterial coatings. At the same time, the proportion of antibacterial coatings used by schools and government agencies is also increasing. In 2009, the global outbreak of influenza A H1N1, more and more public places use antibacterial coatings to inhibit the spread of the virus, which led to market growth.
However, some industry policy restrictions have hindered the development of the construction antibacterial coating market. The US EPA prohibits manufacturers from disclosing the active ingredients in antimicrobial coatings and the bacteria they can kill. The inability to clearly describe product features hinders product marketing. The European government has also banned manufacturers from disclosing products that are effective against germicidal chemicals, while also prohibiting manufacturers from claiming that they are aiming to reduce infectious diseases.
In addition, due to the lack of standard test procedures, manufacturers could not verify the effectiveness of antibacterial coatings. Many companies' antibacterial coatings failed to meet the standards and the effect of paints on fungal killing was not obvious, thus losing the trust of some consumers. The sluggish construction industry in Europe has also hindered the development of antibacterial coatings. At the same time, the rising costs of raw materials and labor also make construction antimicrobial coatings less cost-competitive than traditional coatings.
Because of the low profits of antibacterial coatings, manufacturers may not consider third-party ways to distribute products. In the future, most antibacterial coatings will be sold to engineers, construction personnel, and designers, so manufacturers need to establish good relations with these professionals. Focus on customer service solution research, technical support and after-sales service.
There are less than 30 major manufacturers of antibacterial coatings worldwide, Akzo Nobel has the highest market share, followed by Sherwin Williams, and PPG ranks third. According to Frost & Sullivan, the three magic weapons can help companies win in fierce market competition: First, product certification. The antimicrobial paint market is particularly restrictive. If it is effectively certified, it will become a marketing tool that can prove the value of the product. At present, many well-known companies have certificates and use this to promote their products. The second is the development of new green products. It is of great significance to study green architectural antibacterial coatings. These green products have low toxicity and low organic content, which is the trend of the development of antibacterial coatings in the future. The third is to implement acquisitions and mergers. Mergers can not only create new brands, but also help companies enter new markets. Dow Chemical purchased Rohm and Haas Company to strengthen its strength in the field of architectural antibacterial coatings; Sherwin-Williams Corporation acquired a portion of Thor Chemicals' business, making it far ahead of rival PPG.
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