The decorative coatings market is one of the most dynamic segments of the industry — and marked by complex trade-offs. “The balance between sustainability and economic viability is our biggest challenge,” says Dr Nicole Borho from DAW SE. Manufacturers are being pushed to develop new formulations that are low in emissions but still weather-resistant, colourfast, and competitively priced. Meeting environmental goals without losing practicalityTechnical demands are growing — especially in areas such as VOC limits, recyclability, and packaging. While sustainability labels are becoming a key selling point in Europe, price and availability remain dominant in many other parts of the world.