Previous posts in this series have delved into urbanization, digitalization, sustainability, and mobility. In this final installment of the series, we look at the megatrend of health awareness and its impact on the global coatings industry.
With unprecedented access to information, consumers today are more aware than ever of how materials impact their health. This heightened awareness has resulted in the increased scrutiny of raw materials (or “materials of concern”) that may harm human health or the environment.
As a result, industries are under constant pressure to replace substances of concern—a trend reinforced by stringent legislative frameworks. In a 2025 survey carried out by IMCD focusing on trends within the coatings and construction industries, 30% of respondents ranked the topic of “Healthy Future” (i.e., emphasizing the creation of safer formulations) in first place. This is a surge from 18% in the previous 2023 survey, supporting the shifting focus within the industry.
Combined with the COVID-19 pandemic’s lasting effects, rising consumer health awareness has also spurred demand for antimicrobial, antiviral, and antibacterial coatings, reflecting a broader focus on health and hygiene. Over the last several years, R&D teams have submitted record numbers of proposals aimed at creating surface formulations capable of inactivating pathogens.
Materials of Concern
Greater consumer transparency, increased regulatory scrutiny, and improved scientific understanding of chemical exposure are all contributing to increasing demand for safer materials and formulations. Per- and polyfluoroalkyl substances (PFAS) stand out as the coatings industry’s most prominent “material of concern,” as the topic is continuously discussed in publications and trade conferences. This class of chemicals has gained significant attention across industries, from firefighting foams and cookware to paints and coatings, due to its combination of widespread use, persistence in the environment, and potential health risks.
PFAS materials have historically been used in coatings formulations to provide properties such as stain resistance, water repellency, and durability. However, increasing health and environmental issues are accelerating the development of new additives and formulation strategies designed to deliver similar performance characteristics without the environmental concerns associated with PFAS.
While some companies have developed products as alternatives to PFAS-containing materials, others have proactively phased it out. Several major chemical companies have announced plans to eliminate PFAS-containing materials from their product portfolios. Three notable players in the coatings space — 3M, Clariant, and Micro Powders — have committed to completely eliminating PFAS from their raw materials by the end of 2025, signaling a strong shift toward safer alternatives.
Antimicrobial Coatings
The COVID-19 pandemic triggered a surge in antimicrobial coating development and adoption; significant efforts continue in this area due to consumers’ persistent heightened focus on wellbeing and safety. Antimicrobial coatings are designed to inhibit or prevent the growth of microorganisms (e.g., bacteria, fungi, mold, and viruses) on treated surfaces and are primarily marketed for healthcare settings, where hygiene, durability, and protection against microbial contamination are paramount. However, their use is expanding into air conditioning and ventilation systems, kitchen environments, and other consumer spaces, driven by health-conscious demand.
Nearly every major coatings company has either launched new antimicrobial products or refreshed existing lines since the pandemic, making specific examples too numerous to detail. Innovative coatings, which are being tested in settings like hospitals, public transportation, and commercial spaces, not only improve indoor air quality and promote sterile surfaces but also signal a broader shift toward products that prioritize consumer and worker safety. For such coatings, health and safety are as crucial to product performance as traditional attributes like durability and appearance.
Industry forecasts project robust growth for antimicrobial coatings, with compound annual growth rate (CAGR) estimates typically ranging from 11-15% over the coming years. Despite this momentum, concerns about traditional antimicrobial agents (e.g., metal-based additives like silver or copper) are tempering broad adoption. This has spurred innovation toward non-metallic and bio-based alternatives, including polymeric and enzyme-based technologies, balancing efficacy with safety.
For example, Switzerland-based Arxada (including Troy Corp.) is pioneering the development of quaternary ammonium compounds (quats) as an alternative to traditional metal-ion-based additives. In addition, the company’s TIME portfolio of controlled-release additives enables long-lasting, dry-film protection against microbial threats, with the potential to enable hazard label-free paints.
This series has explored the megatrends that are driving the direction of the paint and coatings industry, including its technology development efforts, investment priorities, and strategic decision making. If you’d like further information or assistance with navigating these trends, please reach out.
Contributors: Crystal Morrison, Ph.D.; Eric Casebolt; Philip Marsh; Wayne Daniell, Ph.D.
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