Sustainability is becoming more and more of a priority for the paints and coatings industry.
By Laura Restrepo
At a time when sustainability is becoming a global priority, the paints and coatings industry is undergoing significant transformations in both Europe and Latin America. Recent European Union legislation and strategic moves in Latin America reflect a shared commitment to sustainability and efficiency, as companies face challenges and seek innovations to meet environmental and market expectations.
European Union progress on sustainability
In July 2024, the European Union introduced the Ecodesign for Sustainable Products Regulation (ESPR), a legislative framework designed to make products, including paints and coatings, greener and more efficient. This regulation sets ambitious goals that include improving energy efficiency, increasing recycled content, and facilitating the remanufacturing and recycling of products. For paints and coatings companies, this means facing increasing pressure to adopt more sustainable and transparent practices.
Among the cases that stand out are those of the Scandinavian companies Hempel, Jotun and Teknos, which are leading by example in the adoption of sustainable practices. Hempel has made remarkable strides in reducing its carbon footprint, using solar energy and increasing recycled content in its packaging. The company has set an ambitious target to reduce its CO2 emissions by 90% by 2026 and has achieved a 69% reduction in waste sent to landfill.
Jotun, meanwhile, has concentrated its efforts on reducing Scope 3 emissions, with particular emphasis on the energy processing of key raw materials such as titanium dioxide and epoxy resins. The company has also optimized the packaging of raw materials and has achieved significant improvements in electrical efficiency and the use of renewable electricity.
Teknos has taken an innovative approach by developing biocarbon and recycled products. Its commitment to circularity and the reduction of hazardous substances is reflected in the use of recycled packaging and its participation in research projects for biodegradable and antimicrobial materials.
Challenges and adaptations in Latin America
In Latin America, BASF is adapting its strategy to align with new market demands. The company has decided to phase out the production of OEM paints and coatings in Argentina and Brazil by mid-2025, focusing on the refinishing segment, which accounts for a larger share of the paints market in Brazil. This change is part of a context of growth in the used car market and a focus on optimizing its operations and online marketing.
The automotive refinishing segment in Brazil is seeing significant growth, driven by the boom in the used car industry. BASF is strengthening its presence in the refinishing market with a renewed focus on e-commerce optimization for its Suvinil line of architectural paints, which has seen a notable increase in its online sales.
Both European and Latin American contexts demonstrate a global trend towards sustainability in the paints and coatings industry. While legislation in Europe sets rigorous standards for products and processes, companies in Latin America are adapting their strategies to address economic and market challenges, while also seeking to improve their sustainability.
The initiatives of Hempel, Jotun and Teknos in Scandinavia and BASF's adaptations in Latin America show that, although approaches and challenges may vary, the common goal is clear: to reduce environmental impact and promote more sustainable practices. As the industry continues to evolve, collaboration and innovation will be key to meeting global sustainability expectations.
A close example
Arkema, the coatings company, presented at LACS 2024 a wide range of solutions and technologies for more sustainable decorative paints, construction coatings, adhesives and sealants; in support of its customers' commitment to decarbonization, more circularity, and other sustainability goals. The company recently acquired a solvent-free, high-performance water-based resin manufacturing plant in Querétaro, Mexico.
"When we talk about sustainability, carbon footprint, chemicals potentially harmful to health or improving energy use or water use, there are really many ways in which we as an industry can make a difference. Currently, we have several products that we are highlighting, precisely in how they contribute to our customers also having more sustainable or ecological products. We are looking at how to use renewable raw materials and also renewable energies to improve our plants, think about how we bring our plants closer to our customers, for example, to reduce energy consumption in distribution," explained Manuel García, president of Coatings Solutions de México.
Among the strategies that were recently included in its portfolio, Arkema offers Materials based on renewable energies and with a lower carbon footprint. Offer based on biorenewables, including water-based resins and additives for interior and exterior paints, roof coatings with up to 100% biological content.
