With an estimated market value of EUR 81 billion, decorative coatings represent a major segment of the global industry — but one that is far from uniform. Requirements for products, sales channels and compliance vary widely between markets. In Europe, the focus is on meeting regulatory requirements: VOC thresholds, labelling, and sustainability reporting are key drivers for product development and business strategy. Different regions, different prioritiesIn North America, efficiency during application and strong brand positioning are in focus. For globally active manufacturers, this means building tailored regional strategies — while maintaining overarching quality and compliance standards.