The total western European coatings market is split between the decorative coatings market at about 2.5 billion litres and the industrial coatings market at 845 million litres for 1999
The European decorative coatings market is steadily growing at a rate of between 2 and 3% per annum, with the UK Do-It-Yourself market increasing 10% annually. In terms of volume, Germany has the largest share of the decorative coatings market at 760 million litres, followed by France (400 million litres) and Italy (350 million litres). The current trend is the replacement of solvent based by water based paint which today represents 65% of the total decorative market. This trend is apparent in all western European markets with the exception of Italy, where solvent paints still have a strong position.
In the European Industrial coatings market, the share of the various segments varies according to the country, but the most predominant are general industrial coatings, wood finishes and automotive refinish. In the case of the general industrial coatings, in terms of volume, Germany has the largest share at 20.4%, followed by the UK (15.5%) and Italy (14.8%).
The choice of steel
The steel can is the preferred packaging choice in both the decorative and industrial markets with about 70% market share due to its numerous advantages.
One
of the most important advantages of steel is the possibility to package
bothsolvent and water based products. This is due to the specific
internal coating used for the protection of the Steel Can which means
that even the most aggressive formulations can be packed. The other
practical advantages of steel are its inherent toughness, and seam
closure strength , which guarantees security and protection of the contents
against light, air and humidity and maximum resistance to temperature
change. As a result, products have a long product shelf life (5 years
for paint cans).
It
is also possible to mix additives in the original container and the product
can be used directly out of the can. This means convenience and comfort
during the handling of the containers and the application of the product
packed.
Another
practical advantage of the steel paint can is stackability of the containers
and the ability to bind a maximum number of pallets (standard of 3 metres),
easing logistics and storage problems , as well as creating a better visual
impact on the shelves at the point of sale.
In a highly competitive market, the keyword for manufacturers is brand differentiation. The steel paint can has considerable potential through:
v
High quality of printing: the wet offset printing technique
used on paint cans is highly effective. It is possible to use thermo
sensitive inks on steel cans as well as the hexachrome process, a procedure
by which a wider range of colours can be printed, than the 4 standard
Euro colours, giving more scope for design. The exact reproduction of
the colour of the paint packed, both on the can body and the lid is excellent
and the latest printing technology guarantees very high quality and precise
photographic reproduction. Greater production flexibility is obtained
through the wide selection of printing processes possible , including
computerised printing and digital printing which permits the use of one
to one marketing techniques.
Distinctive
container shapes and embossingv are possible with steel offering
numerous possibilities to differentiate the paint can and at a limited
premium cost.
Due to its recent technological developments, marketing potential, and environmental advantages, the steel paint cans fulfills the ever evolving market needs. It is highly adaptable and flexible to market requirements, combining both mechanical and marketing assets. For this reason, the steel can will continue to be a major player in this market.