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1.1 Definition and scope of study

The market for paints, varnishes and coatings can be divided into different segments depending on the type of product and the customer. A distinction can be made between :

  • The construction and architecture : construction paintings, public and decorative paintings in general
  • The sector industrial : industrial paints, anticorrosive paints, marine paints, bodywork paints
  • Varnishes and various coatings 

This market is closely linked to the economic health of different sectors. For example, levels of activity in the coatings or decorative paint segments are closely linked to the real estate and construction sectors, while the economic performance of the automotive sector directly influences the demand for industrial paints.

The world paint market is growing rapidly, notably thanks to the Asian continent. This growth is also explained by the increase in construction spending or the growth of the automotive sector. It is also necessary to include socio-economic factors, such as the continuing increase in urban population or, in general, the increase in life expectancy.

Paint manufacturers regularly innovate in the composition of their paints and offer new uses other than the simple function of coating. For example, there are fire-resistant paints, chalk paints or insulating paints on the market. And due to growing environmental awareness, manufacturers in the market must develop new products that are more environmentally friendly or free of volatile organic compounds.

The paint market in Portugal represents less than 1% of the gross value added. The sector is mainly made up of small companies, although concentration has increased in recent years. The sector continues to have its most important market segment in construction, whether through the construction of new housing estates or urban renewal. In 2019 alone, production in construction increased by 4%, with more than 2,000 operations underway, generating between 20,000 and 30,000 jobs in the country. In addition, a regulation for urban rehabilitation and revitalization (IFRRU 2020) has already concluded more than 203 new urban revitalization contracts, which include new paints for old spaces, for a total of more than 1,400 million euros of investments . These factors, together with the substantial growth of the Portuguese economy, should stimulate demand in the coming years.

1.2 Global Market

The global paint market is a market that has been quietly growing for the past * years. If we look at it at a first glance in terms of volume, after hovering around * billion gallons sold worldwide in **** and ****, we’ve seen those numbers grow every year since then, reaching *.* billions gallons ...

1.3 The Portuguese Market

The Portuguese paints and varnishes market has been having its up and downs ever since the beginning of the **st century. It had its first big drop after the financial crisis in ****, when it dropped from over *** million euros to just *** only a year after.

Sales of product : manufacture of paints ...

1.4 International Trade

To analyse Portugal's international trade ofr paints and varnishes, the following UN Comtrade commodity codes were used : 

**** : Paints, varnishes; (***) based on synthetic polymers or chemically modified natural polymers, dispersed or dissolved in a non-aqueous medium **** : Paints and varnishes (***) based on synthetic or chemically modified natural polymers, dispersed or dissolved in ...


2.1 The Construction Market

As we saw in our analysis of the Portuguese paints and varnishes market, construction plays a huge role on this sector's demand. After ** years of stagnation and sometimes even recession, the Portuguese construction market has had a good last few years. **** marked the year where Portuguese construction started turning the page. ...

2.2 Industrial Production

The other big key driver in the national demand for paint is industrial production. This, along with construction is also why it is reasonable to believe that covid-** had a big impact on this market. Contrary to construciton though, industrial production in Portugal wasn't really on a upwards trajectory. Taking **** as ...

2.3 Individual Demand

Even though most of the demand in the paint market comes from professionals and groups in the private sector, some of it still does come from individuals. Ranging from people that want to repaint their houses or cars to others that just need paint for their personal projects, there is still ...


3.1 Market Structure Overview

The Portuguese paint market is made up essentially of little or meidum business. Novertheless, the top ** companies account for **% of the total turnover and the top * comapanies hold **% of that number, showing an unbalanced share of the market. **% of the companies have an annual turnover of under * million euros and another ...

3.2 Production

Companies in the paint and varnishes sector have to take in different raw materials to make their product, which is why they are considered to be a transformative industry. Paints are generally made of a dry extract (***) and a volatile liquid which interact chemically and physically to make the paint have ...

3.3 Competition

As we've touched on the subject before, competition is fierce in the paint market. Even though there are thousands of companies worlwide, the top ** global suppliers hold **% of market shares, with no Portuguese companies and * Europeans cracking that list. These giants are headlined by Sherwin-Willimams, PPG and Akzo Nobel.

If we ...


4.1 Prices

Given that there are so many different types of paint, with different qualities and properties, it is difficult to give an average price for this market. Thta being siad, we compared price points from a few portuguese players for a select number of products to give an idea of how much ...

'.2 Research and Development

Being a market where products can quickly be copied by the competition, paints and varnishes rely heavily on research and development to make the best available product but also products with new properties that rival companies can't offer quite yet. The best way to make a name for yourself in this ...


5.1 Legislation

Portugal mostly follows European directives to make sure that their paints and varnishes are safe for the consumer and for the environment. Amongst other things, they check for 

Residues : Residue from products and their packaging must be classified and listed along the lines of the European List of Residues. Portuguese companies ...


6.1 Market Leaders

In Europe : 

  • Corporação Industrial do Norte (CIN)

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Reviews (1)

The paint market - Portugal

Publicado en 23/12/2020 by Tomas España - CELANESE SALES IBERICA S.A.

I put 2 stars: although the price "is good", -- the study is simple (1) -- does not sufficiently describe the biggest "players" on the market (2) -- gives too simple information, and not always accurate enough (3).

Businesscoot Response:

Hello Tomas, Thank you for your feedback on our study. We are planning to update it taking into account your comments, we will keep you informed as soon as it is available. :)