The Resins Report
Resins suppliers continue to combat a challenging marketplace
with growth in Asia and the development of lower VOC products.
BY KERRY PIANOFORTE
ASSOCIATE EDITOR
In recent years the resins market has faced myriad
challenges as a result of rising raw material costs
and supply shortages, coupled with the demand for
lower VOCs. Resins suppliers have been rising to the
occasion by making inroads in rapidly developing areas
such as the Asia-Pacific region and with the launch of
high performance “greener” products.
“Demand for paint in China and India is growing at double digit rates while the ASEAN Nations (Association of
Southeast Asian Nations) top out at approximately six
percent,” said Craig Mitchell, marketing manager for
North American paints and coatings, Celanese. “This
strong growth momentum is expected to bolster the resins
market in Asia for several years or more.”
In 2007, Celanese dedicated a new emulsion polymer
facility in Nanjing, China, to provide customers throughout Asia with high-performance, environmentally friendly latex emulsions used in coatings, adhesives and other
consumer and industrial markets. “One of our key product offerings in Nanjing is vinyl acetate/ethylene (VAE)
emulsion, a binder technology that addresses the need
for low-VOC, low odor architectural coatings,” said
Mitchell. “In China, where formulators have an interest
in switching from solvent-based products to water-based
products, VAE emulsion technology fits perfectly with
marketplace trends.”
On the other side of the globe in North America and
Europe, growth appears to be fueled primarily by the need
for high performance resins that meet the latest VOC
standards. “Growth in North America and Europe should
be significant,” said Markus Hallack, senior technology
manager, Tego Coating Additives and Specialty Resins
“The emphasis for these regions appears to focus more on
high performance, high solids, environmentally friendly
and low VOC resin systems.”
“In North America there is continued pressure both from
regulations and consumer awareness to reduce VOCs and
produce more environmentally friendly paints. We consider
this a boost to VAE producers like Celanese who cater to
this market,” said Mitchell.
“From a U.S. perspective, I see a lot of growth potential in the Southeast due to the focus of the region on
higher performance specialty markets where the slowdown of the economy appears to be having less effect,”
said Katie Gaynor, key account manager, Alberdingk
Boley, Inc. “Examples of these markets include commercial and consumer concrete coatings as well as factory
finished wood coatings such as UV cured furniture and
high performance joinery.”
CHALLENGES IN THE MARKETPLACE
Although these developments are certainly bright spots,
the resins market continues to face a number of challenges. Rising raw materials prices, VOC regulations and
the pressure to keep pricing down are just some of the
issues.
“When it comes to the real challenges in today’s resins
market, there are several variables which need to be taken
into consideration,” explained Hallack. “The first challenge
is the need for higher performance, environmentally friendly resins to replace our conventional systems. The second
major challenge is developing these resins to allow formulation at very low to zero VOC levels.”
“Raw material price increases continue to be one of
the main issues affecting the resins market, particularly petrochemical-related raw material price fluctuations,” said Valerie Johnson, communications manager,
Eliokem. “Other issues include changing VOC legislation by region in the U.S., which includes non-conformi-ty between the regional legislative environmental
groups. Developing resins to serve one regional group
may not meet the requirements in another group.
Additionally, developing new technologies and maintaining acceptable pricing to the paint manufacturer
are also challenges.”
