noticed are increased color offerings,
improved durability and a focus on
not only being low in VOCs but also in
toxic materials. “Consumers are now
realizing that removing VOCs is not
enough and they are demanding to
see the impact of their products on
health and safety,” he added.
“There are two types of green customers,” said Lis Weller, marketing
manager, Rodda Paint Company. “First
is retail, which is being driven by consumer marketing, personal responsibility and a new environmental awareness. The second market is the commercial arena. This trend started with a few
independent thinkers with vision and a
genuine environmental concern that
helped influence architects, governmental agencies and general contractors.
They showed that this was not only the
right thing to do but there are fiscal
rewards as well.”
The new Mythic Exterior Flat, like the company’s other exterior products, is a premium
quality, 100% acrylic paint that provides durable mildew and fade resistant protection
for a variety of exterior surfaces.
STEADY DEMAND
DESPITE DOWNTURN
While the economic downturn has
certainly affected growth in the coatings industry, most paint manufacturers Coatings World spoke with
were optimistic that the demand for
green coatings will remain stable.
“The economy will affect all business, but the percentage of green
coatings should remain stable and
even increase due to the demand of
municipalities to increase energy
efficiencies and healthy buildings for
workers,” said Weller. “On the retail
side, you will see an offset from those
who feel strongly about the benefits
and will buy green to those who are
caught between their conscience and
their budget. The last component is
that there are more and more products available for purchase.”
“It seems that everyone is holding
back on their paint purchases
regardless of their position on green
products,” said Minchew. “However,
we believe the desire for more eco-friendly coatings and the attendant
benefits of low odor, quick return to
service and reduced overall emissions are very compelling benefits for
many consumers.”
“I think the growth trajectory has
been changed a bit,” added Prior.
“Instead of triple-digit growth annually,
it has returned to double-digits.
However, this is becoming increasingly
difficult to measure as more and more
companies are converting their main
lines to low-VOC.”
INCREASED COLOR OPTIONS
The key to developing a successful
zero- or low-VOC green paint is to
provide a product that performs comparably with its traditional counterpart. In the past, zero- VOC paints
were limited in their color availability due to the fact that many colorants added VOC. With the development of new technologies, the color
palette for zero-VOC paints has been
substantially expanded.
Benjamin Moore’s latest addition
to its portfolio is Natura, a zero-VOC
premium performance interior paint
line available in thousands of hues
and a wide range of sheens.
According to Minchew, the VOC level
of Natura is unaffected by the addition of colorant because the paint is
based on Benjamin Moore’s patented
waterborne colorant system.
“Until now, zero-VOC paints meant
restricted color options, because traditional colorants add VOCs,” said
Minchew. “But, Natura is built upon
Benjamin Moore’s patented waterborne
colorant system, and it’s the waterborne
technology that makes the difference. So,
no matter what color you choose you will
never add to the VOC level.”
To substantiate that claim, Ben-
KELLY-MOORE INVESTS IN RECYCLING PAINT
A major environmental issue facing the coatings industry is the disposal of leftover paint. Kelly-Moore Paint Company is at the forefront of
this issue. In 1995 the company developed a safer, more environmentally responsible technique to dispose of leftover paint and introduced a
quality recycled paint to the industry. Since then, Kelly-Moore has continually invested in recycling technology. Now with 16 newly introduced, ready-mixed colors for both its interior and exterior recycled
paints, Kelly-Moore’s eCoat boasts the largest selection of stock colors
and three decorative sheens among recycled paints in the industry, the
company said. eCoat is made with a minimum of 50% post-consumer
waste paint. Easy to clean with water, eCoat comes in flat, eggshell and
semi-gloss enamel and is ideal for residential and commercial use.
