Wood Coatings Market
February 2015 www.coatingsworld.com Coatings World | 25
This line of stains, he said, is a response to the market’s need for more sustainable and “greener” products.
“The demand for waterproofing deck stains continues to grow, while formulas have evolved to meet
changing VOC regulations. For decks, real wood continues to make up more than 80 percent of surfaces,
and you can extend the life of the wood by years with
regular maintenance, consisting of cleaning and reapplying a waterproofing deck stain. During the recession, demand for composite lumber actually fell.
“The good news for consumers is that we are
able to provide more environmentally friendly deck
stains without sacrificing performance,” Kozlowski.
“In the spring of 2014, we launched a new line of
deck stains, Thompson’s WaterSeal Waterprofing
Stain, that is our best performing deck stain to date,
and it meets all VOC laws nationally.”
Ferrara, of Minwax, said that the need for sus-
tainable products is underscored by architectural
coatings regulations, which continue to limit volatile
organic compounds.
“The interest in reclaimed and recycled wood
continues to grow, as DIYers and professional con-
tractors both value this natural, sustainable resource
that often becomes more interesting and beautiful
with age,” she said. “Minwax offers a variety of su-
perior quality stain and clear finish formulas that
meet these regulatory criteria.”
Pat Bennett, brand manager at Benjamin Moore, said
that customer demand for sustainable, high-performing
products has spurred competition and advancements.
“Consumer demand for ‘greener’ products have
had a significant impact on the product quality and
innovation of the wood coating market,” Bennett
said. “Consumers want water-based products that are
easy to clean, environmentally friendly, and just as du-
rable as traditional high performance alkyd coating.
This demand has sparked a flurry of innovation throughout the
last several years to not only meet this consumer demand, but
also to exceed consumer expectations. At Benjamin Moore, we
consistently provide innovative wood coating solutions that last
longer, protect wood better, and are easier to apply.”
Of course, it is not only sustainable products that are ex-
pected to perform. Consumers continually demand faster, better
solutions to problems, and wood coatings manufacturers aim to
meet their needs.
According to Kozlowski, effective waterproofing to protect
exterior wood like a deck or fence from water damage continues
to be critical.
“Water is wood’s number one enemy, and it can ultimately
destroy the structure, which can be very unsightly, unsafe and
costly,” he said. “From there, people want a variety of color
options, in terms of the ability to get a transparent finish that
lets you see the most wood grain, a semi-transparent finish that
provides more color and shows medium wood grain, or a solid
color for maximum color and the least visible wood grain. Ease
of use is also very important.
“Our new Thompson’s WaterSeal Waterproofing Stain line
offers not only a new formula, but for the first time, exterior
stains are in a square can vs. a round ‘paint’ can, and consumers
love that simple switch. They told us that the square cans are
easier to carry, easier to store and easier to use. They also liked
the new layout on the labels, which makes it easy to tell at a
glance the differences in transparent, semi-transparent or solid
stains. We call it ‘easy to choose, easy to use,’ and that really
resonates with consumers. After all, the goal is to minimize the
time you spend on maintenance so you can maximize the time
spent enjoying the deck with friends and family.”
Ferrara added, “Different product attributes resonate with
different consumers – a wide range of color choices, one-step
products, fast recoat and dry times, no sanding between coats
of clear finish, soap and water clean-up, etc., - but the ultimate
deliverables are the same across all projects. DIYers and pros
