Key Players
Competitive Landscape
Key Players
Akzo Nobel N.V., PPG Industries, Inc., Asian Paints Limited, Kansai Paint Co., Ltd., Berger Paints India Limited, Nippon Paint Holdings Co., Ltd., The Sherwin-Williams Company, Jotun A/S, SK KAKEN CO., LTD.
Table 7: Company Developments and Commercial Implications
| Evidence | Commercial effect | Buyer action |
|---|---|---|
| On 5 October 2026, Nippon Paint Holdings announced agreements to acquire AkzoNobel's decorative paints businesses in seven countries [3][5]. | Moves decorative paint businesses in South East Asia and Australia into one group, with Indonesia due in late 2026 and the rest in mid-2027. | Check which brand and supplier names will apply after closing before signing multi-year supply terms. |
| On 27 October 2026, Sherwin-Williams reported that the Suvinil acquisition lifted Consumer Brands Group net sales 21.7% [1]. | Adds a brand with a published texture and effects range to the group. | Ask for the manufacturing and distribution source of each texture line before specifying. |
| The US Census Bureau reported September 2026 housing starts 7.4% below a year earlier [21]. | New-build volume is soft in the largest North American market. | Plan for repaint-led demand and review volume tiers each quarter. |
| On 5 November 2026, Kronos reported titanium dioxide prices 5% above a year earlier [23]. | Pigment costs stay a pressure point for texture paint makers. | Seek price review clauses tied to published input costs. |
Source: Future Market Insights analysis of the texture paints market, 2026.
How are the companies positioned?
The main split is by how texture reaches the wall. Asian Paints and Nippon Paint Malaysia sell tooled interior systems [11][14], Kansai Nerolac, Dulux and SK Kaken sell finishes for exterior and entrance surfaces [8][16][18], and Jotun sells a spray-applied route with combined colours [15]. PPG and Sherwin-Williams operate through broader architectural portfolios and regional brands [1][20].
What matters when a buyer qualifies a texture paint supplier?
Coverage, recoat window and substrate limits come first. Asian Paints gives 35 to 40 square feet per litre and an 8 to 10 hour recoat time for Imagica [11], Nippon Paint Malaysia gives 6 to 7 square metres per litre per coat and a 2-hour recoat for Momento Cemento [14], and Dulux gives up to 9 square metres per litre with 4 hours between coats [18].
Which capabilities distinguish the product offers?
Application method and finish range are the clearest differences. Jotun offers a spray route with one product as basecoat and topcoat [15], Nippon Paint Malaysia requires a kit of primer, texture topcoat, clear coat and tools [14], and Suvinil lists granulated, rustic, burnt-cement and earth-effect finishes [19].
How does geographic reach affect competition?
Most texture ranges named here are sold in their makers' home or regional markets. PPG exited US and Canada architectural paint in 2024 and keeps its architectural business in Latin America, Asia Pacific and EMEA [20]. Nippon Paint is expanding in South East Asia through the AkzoNobel deal [5], and Dulux sells its textured masonry paint in selected UK stores [18].
Representative Company Overview
Table 8: Texture Paints Market Representative Company Overview
| Company | Positioning | Verified activity |
|---|---|---|
| Akzo Nobel N.V. | Decorative paints maker with Dulux among its brands [26]. | Reported third-quarter 2026 Decorative Paints revenue of EUR 1,028 million and agreed to sell Deco South East Asia to Nippon Paint on 5 October 2026 [3]. |
| PPG Industries, Inc. | Global Architectural Coatings segment with COMEX, SIGMA, SEIGNEURIE and JOHNSTONE'S among its brands. | Sold its US and Canada architectural business in 2024 and reported organic sales growth in EMEA architectural coatings in the third quarter of 2026 [2][20]. |
| Asian Paints Limited | Royale Play interior texture line, including Imagica, Stucco and Lux Imprints. | Imagica is a water-based non-flow texture paint with an 8 to 10 hour recoat time [10][11]. |
| Kansai Paint Co., Ltd. | Parent of Kansai Nerolac Paints, which sells roller-applied texture finishes for exteriors. | Kansai Nerolac reported INR 2,268.77 crore of quarterly revenue on 4 November 2026 [7][8][9]. |
| Berger Paints India Limited | Silk GlamArt textured and Metallica finishes for interior walls. | Names Silk GlamArt, Silk GlamArt Metallica and Stucco among its statement-wall finishes [13]. |
| Nippon Paint Holdings Co., Ltd. | Momento Cemento textured interior finish through Nippon Paint Malaysia. | Entered agreements on 3 October 2026 to acquire AkzoNobel's deco businesses in seven countries [5][14]. |
| The Sherwin-Williams Company | Consumer Brands Group includes Suvinil, which lists texture and effects products. | Reported Consumer Brands Group sales up 21.7% for the third quarter of 2026 [1][19]. |
| Jotun A/S | Jotashield Nuovo exterior paint with one, two or three-tone textured finishes. | Sprays one product as basecoat and topcoat using self-priming technology [15]. |
| SK KAKEN CO., LTD. | Maker of architectural paints and finishing materials in Japan. | Lists stone-look and earthen-look entrance finishes for apartment buildings [16][17]. |
Source: Future Market Insights analysis of the texture paints market, 2026.
Research Methodology
The texture paints market assessment was conducted using primary interviews and secondary literature analysis combined with top-down data triangulation to validate market size, segment shares, and competitive positioning.
