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US Texture Paints Market

ID: MRFR/CnM/15468-HCR
111 Pages
Chitranshi Jaiswal
October 2025

US Texture Paints Market Research Report By Product Type (premixed, self-mixing paints, smooth textured paint), By Additives (sand, quartz), By Substrate Type (interior, exterior) and By Application (residential, non-residential) - Forecast to 2035.

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Summary Table of Contents Segmentation Download PDF

US Texture Paints Market Summary

As per Market Research Future analysis, the US texture paints market size was estimated at 2862.3 USD Million in 2024. The US texture paints market is projected to grow from 3044.63 USD Million in 2025 to 5646.8 USD Million by 2035, exhibiting a compound annual growth rate (CAGR) of 6.3% during the forecast period 2025 - 2035

Key Market Trends & Highlights

The US texture paints market is experiencing a shift towards sustainability and customization, driven by evolving consumer preferences.

  • Sustainable formulations are increasingly prioritized by consumers, reflecting a broader trend towards eco-friendly products.
  • Customization and personalization in texture paints are gaining traction, catering to diverse consumer tastes and preferences.
  • The DIY market is witnessing substantial growth, as more individuals engage in home improvement projects and seek unique finishes.
  • Rising demand for aesthetic appeal and technological advancements in paint formulations are key drivers propelling market expansion.

Market Size & Forecast

2024 Market Size 2862.3 (USD Million)
2035 Market Size 5646.8 (USD Million)
CAGR (2025 - 2035) 6.37%

Major Players

Sherwin-Williams (US), PPG Industries (US), Nippon Paint (JP), AkzoNobel (NL), BASF (DE), RPM International (US), Asian Paints (IN), DuluxGroup (AU), Kansai Paint (JP)

US Texture Paints Market Trends

The texture paints market is currently experiencing a notable evolution, driven by a combination of aesthetic preferences and functional requirements. Consumers increasingly seek products that not only enhance the visual appeal of their spaces but also offer durability and ease of maintenance. This trend is particularly evident in residential applications, where homeowners are opting for texture paints that provide unique finishes and textures, allowing for greater personalization of interiors and exteriors. Additionally, the rise in DIY projects has contributed to a growing demand for user-friendly texture paint solutions, as individuals look to undertake home improvement tasks themselves. Moreover, environmental considerations are becoming more prominent within the texture paints market. Manufacturers are responding to consumer demand for eco-friendly options by developing low-VOC and water-based formulations. These products not only align with sustainability goals but also cater to health-conscious consumers who are increasingly aware of the impact of indoor air quality. As a result, the market is likely to see a shift towards innovative, sustainable solutions that meet both aesthetic and environmental standards, reflecting a broader trend towards responsible consumption in the home improvement sector.

Sustainable Formulations

The texture paints market is witnessing a shift towards eco-friendly products. Manufacturers are increasingly developing low-VOC and water-based options to meet consumer demand for sustainable solutions. This trend reflects a growing awareness of environmental issues and a desire for healthier indoor air quality.

Customization and Personalization

Consumers are gravitating towards texture paints that offer unique finishes and textures. This trend allows for greater personalization in both residential and commercial spaces. Homeowners and designers are seeking products that enable creative expression and distinctive aesthetics.

DIY Market Growth

The rise of the DIY movement is significantly impacting the texture paints market. As more individuals engage in home improvement projects, there is an increasing demand for user-friendly texture paint solutions. This trend is fostering innovation in product design and application methods.

Market Segment Insights

By Product Type: Premixed Texture Paints (Largest) vs. Self-Mixing Paints (Fastest-Growing)

In the US texture paints market, the distribution of market share among different product types reveals that premixed texture paints hold a dominant position due to their convenience and ease of use, appealing to both professional and DIY consumers. Self-mixing paints, while currently having a smaller share, are gaining traction as consumers seek more customized solutions that provide flexibility during application. Growth trends indicate that self-mixing paints are the fastest-growing segment, driven by increasing demand for personalized decor and innovative application techniques. As homeowners and professionals alike embrace creativity in their projects, the appeal of self-mixing paints, which allow for tailored textures and colors, is likely to accelerate. In contrast, premixed texture paints will continue to cater to the majority who prioritize practicality and efficiency in their painting tasks.

Premixed Texture Paints (Dominant) vs. Self-Mixing Paints (Emerging)

Premixed texture paints are characterized by their ready-to-use formulation, making them highly popular among consumers who favor simplicity and efficiency in their projects. This segment dominates the market by providing consistent quality and a range of textures that appeal to various aesthetic preferences, particularly in residential applications. On the other hand, self-mixing paints are positioned as an emerging category that caters to a niche market looking for unique and customizable finishes. This segment attracts creative professionals and DIY enthusiasts seeking the freedom to modify textures and colors, thus facilitating a burgeoning trend towards personalized home decor solutions.

By Additives: Sand (Largest) vs. Quartz (Fastest-Growing)

In the US texture paints market, the additives segment is primarily composed of sand, quartz, household items, and other texture additives. Among these, sand holds the largest market share due to its wide acceptance and effectiveness in enhancing texture and durability. Quartz follows closely, contributing significantly to the overall market landscape while catering to niche paint applications. Growth trends indicate an increasing preference for environmentally-friendly additives, which is driving innovations in sand and quartz products. Additionally, the rise in DIY projects and home renovations has led to higher demand for textured finishes, thereby propelling the additives segment forward. This growing consumer focus on aesthetics and personalization is expected to further enhance the market potential for these materials.

Sand (Dominant) vs. Household Items (Emerging)

Sand is the dominant additive in the US texture paints market, valued for its versatile application and ability to improve the texture and durability of paints. Its proven performance in various environments makes it a go-to choice for both professionals and DIY enthusiasts. On the other hand, household items are emerging as an innovative segment, where recycled materials are being explored for use as additives in texture paints. This not only appeals to environmentally conscious consumers but also opens new avenues for product development, thus adding a layer of creativity and consumer engagement to the market. The contrast between sand's reliability and household items' novelty highlights the dynamic nature of the additives sector.

By Substrate Type: Interior (Largest) vs. Exterior Walls (Fastest-Growing)

The market share distribution within the substrate type segment reveals that interior applications, including walls, ceilings, and floorings, dominate the US texture paints market. This is primarily due to the high demand for residential and commercial interior renovations and new constructions, leading to a substantial portion of sales coming from interior textures. Conversely, exterior wall textures are gaining traction, representing an increasingly important segment as homeowners and builders focus on improving curb appeal and weather resistance. Growth trends indicate a robust demand for texture paints on both interior and exterior substrates. The increasing emphasis on aesthetic appeal in home design, along with advancements in paint technology that enhance durability and ease of application, contribute to the rapid expansion of the texture paints market for exterior walls. Additionally, the trend towards sustainable and eco-friendly materials is driving innovation in exterior texture paints, positioning them as a vital growth area in the market.

Interior (Dominant) vs. Exterior Walls (Emerging)

Interior textures are characterized by their versatility and aesthetic appeal, often featuring various finishes to meet contemporary design trends. With consumers increasingly preferring decorative solutions for walls and ceilings, this segment has established a strong foothold in the market. In contrast, exterior walls, while historically less dominant, are emerging rapidly due to a shift towards enhancing outdoor spaces. Innovative formulations that offer improved weather resistance and easy maintenance are making exterior textures more appealing to both homeowners and builders. Consequently, the landscape of the US texture paints market is evolving, with interior textures holding their ground while exterior wall applications are poised for significant growth.

By Application: Residential (Largest) vs. Non-Residential (Fastest-Growing)

In the US texture paints market, the residential segment holds the largest share, driven by a robust demand for home improvement projects and renovations. Homeowners increasingly opt for texture paints to enhance aesthetic appeal and durability, resulting in substantial market traction. On the other hand, the non-residential segment, while smaller, is the fastest-growing due to the expansion of commercial spaces and renovations in office buildings, schools, and hospitals, which prioritize durable and visually appealing finishes. Growth in the residential segment is primarily fueled by rising disposable incomes and a strong emphasis on interior design trends. Conversely, the non-residential segment is experiencing rapid growth as businesses recognize the importance of creating inviting spaces through the use of texture paints. Factors such as sustainability concerns and increased construction activities also contribute to this upward trend, indicating a dynamic evolution within the US texture paints market.

Residential (Dominant) vs. Non-Residential (Emerging)

The residential segment is characterized by a consistent demand for various texture paint applications, including interior walls and ceilings. This segment is known for its adaptability to diverse homeowner preferences, encompassing styles ranging from modern to traditional. The appeal of texture paints in residences lies in their ability to hide imperfections and add depth to walls. In contrast, the non-residential segment is emerging rapidly, focusing on commercial properties where aesthetic and functional qualities are paramount. This segment often prioritizes eco-friendly options and innovations, reflecting growing environmental consciousness among businesses, which drives its market relevance.

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Key Players and Competitive Insights

The texture paints market in the US is characterized by a competitive landscape that is increasingly shaped by innovation, sustainability, and strategic partnerships. Key players such as Sherwin-Williams (US), PPG Industries (US), and AkzoNobel (NL) are actively pursuing strategies that emphasize product differentiation and technological advancements. Sherwin-Williams (US) has focused on expanding its product portfolio with eco-friendly options, while PPG Industries (US) has invested in digital transformation initiatives to enhance customer engagement and streamline operations. AkzoNobel (NL) appears to be leveraging its global presence to penetrate emerging markets, thereby diversifying its revenue streams and reinforcing its competitive position.The business tactics employed by these companies reflect a concerted effort to optimize supply chains and localize manufacturing processes. The market structure is moderately fragmented, with several players vying for market share, yet the influence of major companies remains pronounced. This dynamic fosters a competitive environment where innovation and operational efficiency are paramount, as companies seek to differentiate themselves in a crowded marketplace.

In September Sherwin-Williams (US) announced the launch of a new line of sustainable texture paints designed to meet the growing demand for environmentally friendly products. This strategic move not only aligns with consumer preferences but also positions the company as a leader in sustainability within the industry. By prioritizing eco-conscious offerings, Sherwin-Williams (US) is likely to enhance its brand reputation and attract a broader customer base.

In October PPG Industries (US) unveiled a digital platform aimed at improving customer interaction and providing tailored solutions for texture paint applications. This initiative underscores the company's commitment to digitalization, which is increasingly vital in enhancing customer experience and operational efficiency. By integrating technology into its service offerings, PPG Industries (US) may gain a competitive edge in a market that is rapidly evolving towards digital solutions.

In August AkzoNobel (NL) entered into a strategic partnership with a leading technology firm to develop advanced texture paint formulations that incorporate AI-driven insights. This collaboration is indicative of a broader trend towards integrating technology into product development, which could lead to more innovative and efficient solutions. By harnessing AI, AkzoNobel (NL) is likely to enhance its R&D capabilities, thereby accelerating the introduction of cutting-edge products to the market.

As of November the competitive trends in the texture paints market are increasingly defined by digitalization, sustainability, and technological integration. Strategic alliances are playing a crucial role in shaping the landscape, enabling companies to pool resources and expertise to drive innovation. Looking ahead, it appears that competitive differentiation will increasingly pivot from price-based strategies to a focus on innovation, technology, and supply chain reliability. This shift may redefine the competitive dynamics, compelling companies to invest in R&D and sustainable practices to maintain their market positions.

Key Companies in the US Texture Paints Market include

Industry Developments

The US Texture Paints Market has seen significant developments in recent months. Krylon and Behr Paint Company have launched new product lines focused on eco-friendliness and low VOC emissions, catering to a growing demand for sustainable building materials. In market dynamics, PPG Industries reported a surge in revenue in Q2 2023, partly due to an increase in housing starts and remodeling activities across the United States, indicating a robust growth environment for decorative paints. In merger and acquisition news, Sherwin-Williams announced its acquisition of the Dutch Boy brand in July 2023, further consolidating its position in the market.

RPM International, with its recent acquisition of a specialty paint company in June 2023, is also enhancing its product portfolio. The market valuation for major players like Benjamin Moore and Valspar has increased significantly, driven by innovation and expanded distribution channels, which is positively impacting overall market growth. Historical events from the past few years, such as the implementation of stricter environmental regulations in early 2022, have further shaped industry practices and consumer preferences towards more responsible paint solutions. The US Texture Paints Market continues to adapt to these challenges while embracing new opportunities for growth.

Future Outlook

US Texture Paints Market Future Outlook

The texture paints market is projected to grow at a 6.37% CAGR from 2024 to 2035, driven by increasing demand for aesthetic finishes and eco-friendly products.

New opportunities lie in:

  • Development of eco-friendly texture paint formulations
  • Expansion into smart home technology integration
  • Implementation of advanced online sales platforms for direct consumer access

By 2035, the texture paints market is expected to achieve robust growth and enhanced market presence.

Market Segmentation

US Texture Paints Market Additives Outlook

  • sand
  • quartz
  • household items
  • other texture additives

US Texture Paints Market Application Outlook

  • residential
  • non-residential

US Texture Paints Market Product Type Outlook

  • premixed texture paints
  • self-mixing paints
  • smooth textured paint
  • others

US Texture Paints Market Substrate Type Outlook

  • interior (walls, ceilings, floorings)
  • exterior walls

Report Scope

MARKET SIZE 20242862.3(USD Million)
MARKET SIZE 20253044.63(USD Million)
MARKET SIZE 20355646.8(USD Million)
COMPOUND ANNUAL GROWTH RATE (CAGR)6.37% (2025 - 2035)
REPORT COVERAGERevenue Forecast, Competitive Landscape, Growth Factors, and Trends
BASE YEAR2024
Market Forecast Period2025 - 2035
Historical Data2019 - 2024
Market Forecast UnitsUSD Million
Key Companies Profiled["Sherwin-Williams (US)", "PPG Industries (US)", "Nippon Paint (JP)", "AkzoNobel (NL)", "BASF (DE)", "RPM International (US)", "Asian Paints (IN)", "DuluxGroup (AU)", "Kansai Paint (JP)"]
Segments CoveredProduct Type, Additives, Substrate Type, Application
Key Market OpportunitiesGrowing demand for eco-friendly texture paints driven by consumer preference for sustainable building materials.
Key Market DynamicsRising consumer preference for eco-friendly texture paints drives innovation and competition in the market.
Countries CoveredUS
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FAQs

What is the expected market size for the US Texture Paints Market in 2024?

The US Texture Paints Market is expected to be valued at 2.95 billion USD in 2024.

What will be the market size for the US Texture Paints Market by 2035?

The market is projected to grow to 5.1 billion USD by the year 2035.

What is the expected compound annual growth rate (CAGR) for the US Texture Paints Market from 2025 to 2035?

The expected CAGR for the US Texture Paints Market between 2025 and 2035 is 5.103%.

What is the market size for premixed texture paints in 2024?

The market size for premixed texture paints is valued at 1.15 billion USD in 2024.

How much is the market for self-mixing paints expected to reach by 2035?

The market for self-mixing paints is expected to reach 1.8 billion USD by 2035.

Who are the major players in the US Texture Paints Market?

Major players include Krylon, Behr Paint Company, Tikkurila, and AkzoNobel.

What is the projected value of smooth textured paint in 2024?

The projected value of smooth textured paint in 2024 is 0.75 billion USD.

What trends are emerging in the US Texture Paints Market?

Emerging trends include an increasing demand for eco-friendly and customizable texture paints.

What challenges does the US Texture Paints Market face?

Challenges include fluctuations in raw material prices and increasing competition among manufacturers.

What applications are driving growth in the US Texture Paints Market?

Applications in residential and commercial sectors are driving significant growth in the market.

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