Texture Paints Market

How big is the Texture Paints Market in 2026?

The market is projected to reach USD 24.3 billion by 2036, growing at a 4.5% CAGR from 2026 to 2036. The market is estimated at USD 15.6 billion in 2026. The market was valued at USD 14.9 billion in 2025. Demand signals are mixed. US housing starts for September 2026 ran at a seasonally adjusted annual rate of 1,221,000, 7.4% below September 2025 [21]. Sherwin-Williams told investors on 27 October 2026 that leading indicators point to muted demand for the rest of the year and into 2027 [1]. Asian Paints reported consolidated net sales up 16.9% for the quarter ended 30 September 2026 [12].

Input costs drive near-term pricing. Texture paints carry a heavy load of pigment, filler and binder, so they follow the input costs of the wider decorative paints category. Kronos Worldwide reported on 5 November 2026 that its average titanium dioxide selling prices in the third quarter were 5% higher than a year earlier [23]. Nippon Paint Holdings said its Japanese decorative revenue in the first half of 2026 was lifted by demand linked to tight raw material supply [6].

Key Market Trends & Insights

• Portfolio consolidation is under way, as Nippon Paint's agreements for AkzoNobel's decorative businesses cover seven markets [5].
• Texture is increasingly sold as a system, not as a single tin. Nippon Paint Malaysia says its Momento Cemento finish must be bought as a set of primer, texture topcoat, clear coat and tools [14], and Asian Paints' Royale Play Imagica product information lays out an eight-step process from sanding and primer to a final silk or sheen coat [11].
• Colour and texture are being combined on the exterior. Jotun's Jotashield Nuovo lets buyers make one, two or three-tone textured finishes, and the same product serves as basecoat and spray topcoat through self-priming technology [15].

Regional Highlights

• United States: September 2026 housing starts were 1,221,000 at a seasonally adjusted annual rate, 5.2% below the revised August estimate, while completions were 14.0% below September 2025 [21]. Nippon Paint's Americas decorative revenue rose in the first half of 2026 because pricing and currency effects outweighed weaker demand [6].
• Europe: AkzoNobel's Decorative Paints EMEA revenue was EUR 636 million in the third quarter of 2026, up 1% with organic sales up 5%. The nine-month figure of EUR 1.9 billion was 1% lower [3]. PPG said organic architectural sales in EMEA rose by a low single-digit percentage in the same quarter [2].
• United Kingdom and Mexico: UK repair and maintenance output fell 0.3% in the three months to August 2026 [22], while PPG's 2025 annual report names architectural coatings in Mexico as one of its 2026 growth drivers [20].

Texture Paints Market Size and Forecast

Table 1: Texture Paints Market Size and Forecast

Market size and forecast	Value
Market size in 2025	USD 14.9 billion
Estimated market size in 2026	USD 15.6 billion
Projected market size by 2036	USD 24.3 billion
CAGR from 2026 to 2036	4.5%

Source: Future Market Insights analysis of the texture paints market, 2026.

Analyst Perspective

“Texture paint is sold on appearance but bought on the system around it: the primer, the tools, the applicator skill and the recoat window. Buyers who compare tins by price per litre miss that. Housing starts are soft in the markets covered here, so repainting and renovation are the more reliable demand. Suppliers that publish clear coverage, drying and application data will be easier to specify. So will suppliers that can show a finished sample on the right substrate. Colour cards alone are not enough.”

- Nikhil Kaitwade, Principal Consultant, FMI

How is the Texture Paints Market segmented?

• By product: Acrylic and Others
• By technology: Water-based and Solvent-based
• By application: Residential and Non-Residential
• By region: Worldwide, with North America and Europe as profiled regions

Why does Acrylic lead by Product in the Texture Paints Market in 2026?

Acrylic is estimated to account for 63.0% of the Texture Paints Market by product in 2026. Kansai Nerolac describes its Roller Finish as a high-build acrylic textured intermediate coating system for exterior surfaces [8]. It says the product offers crack and seepage resistance and hides surface unevenness [8]. The stated benefits include weather resistance, water resistance, resistance to efflorescence and an anti-algal finish [8]. Acrylic-based chemistry also appears in facade and entrance finishes. SK Kaken lists a water-based acrylic silicone stone-look finish and a ceramic silicone finish with an earthen appearance among its entrance finishing products for apartment buildings [16]. The remaining 37.0% covers other binder systems, such as the lime-based plaster that Asian Paints uses for its Stucco texture in the Royale Play line [10].

Table 2: Product, 2026 Share

Leading Share	2026 market share
Acrylic	63.0%
All Other Segments Combined Share	37.0%

Source: Future Market Insights analysis of the texture paints market, 2026.

Why does Water-based lead by Technology in the Texture Paints Market in 2026?

Water-based is estimated to account for 63.0% of the Texture Paints Market by technology in 2026. Asian Paints describes Royale Play as a water-based line of textured wall paint [10]. Its Imagica texture is a water-based, non-flow texture paint for interior walls [11]. Nippon Paint Malaysia lists Momento Cemento as a water-based interior textured paint and as low odour [14]. SK Kaken's stone-look finish for apartment entrances is also water-based [16]. Rules point the same way. Canada's volatile organic compound limits for architectural coatings, registered on 9 September 2009, set 100 grams per litre for flat coatings, 150 for non-flat coatings and 300 for mastic texture coatings [24]. A mastic texture coating is a textured coating applied to cover holes, minor cracks and surface irregularities [24]. Low-solvent chemistry makes it easier to stay within such limits.

Table 3: Technology, 2026 Share

Leading Share	2026 market share
Water-based	63.0%
All Other Segments Combined Share	37.0%

Source: Future Market Insights analysis of the texture paints market, 2026.

Why does Residential lead by Application in the Texture Paints Market in 2026?

Residential is estimated to account for 63.0% of the Texture Paints Market by application in 2026. The main ranges are aimed at homes. Asian Paints positions Royale Play for the interior walls of the home and lists techniques from sponging and stippling to marbling and comb effects [10]. Nippon Paint Malaysia sells Momento Cemento as an interior wall finish [14], and Suvinil's texture and effects category covers rustic, granulated and burnt-cement looks for interior and exterior walls [19]. Repainting supports the volume base when new construction slows. Nippon Paint Holdings reported that its Americas decorative revenue rose in the first half of 2026 despite weaker demand linked to US economic uncertainty and a soft housing market [6]. Non-residential projects, at 37.0%, cover offices, hotels and public buildings, where finishes are usually specified project by project.

Table 4: Application, 2026 Share

Leading Share	2026 market share
Residential	63.0%
All Other Segments Combined Share	37.0%

Source: Future Market Insights analysis of the texture paints market, 2026.

What are the key drivers, restraints and opportunities?

Driver

Repainting and renovation. Repaint work keeps demand moving when new building is weak. UK repair and maintenance output fell 0.3% in the three months to August 2026 but rose 0.4% in August alone [22]. Directive (EU) 2024/1275 on the energy performance of buildings entered into force on 28 May 2024 [25]. Its national transposition deadline was 29 May 2026 [25]. It makes zero-emission buildings the standard for new buildings and sets minimum energy performance standards for the worst-performing non-residential stock [25]. The directive does not regulate paint, but it adds renovation work in Germany, France and Italy.

Design-led ranges. Makers are widening the choice of looks. Asian Paints lists Stucco, Dune, Antico, Infinitex and Safari in Royale Play, plus Lux Imprints textures [10]. Berger Paints names Silk GlamArt, Silk GlamArt Metallica and Stucco among its textured and glittery statement-wall finishes [13]. Suvinil lists eight products in its texture and effects category, including a ready-to-use burnt-cement finish [19]. A wider menu gives dealers more ways to trade a buyer up from plain emulsion.

Restraint

Input cost pressure. Higher raw material prices squeeze makers, and makers pass the cost on to buyers as price rises. Kronos reported titanium dioxide prices 5% higher in the third quarter of 2026 than a year earlier [23]. It expects softer fourth-quarter demand [23]. Kansai Nerolac said it was intensifying work on product mix, formulation and sourcing to offset input costs [7]. Sherwin-Williams said its Paint Stores Group sales rose mainly on selling price increases [1].

Soft housing and cautious buyers. Sherwin-Williams said its Consumer Brands Group saw soft demand in North America [1]. AkzoNobel said year-to-date 2026 volumes in Europe and North America were lower [3]. PPG said its architectural sales volumes fell 2% in the third quarter while selling prices rose 4% [2]. Where volumes are flat and price carries the growth, buyers can trade down from premium texture systems to plain finishes.

Opportunity

Portfolio reshaping. Ownership changes are moving brands between large suppliers. Nippon Paint Holdings entered agreements on 3 October 2026 to acquire AkzoNobel's decorative businesses in seven countries across South East Asia, Australia and Papua New Guinea [5]. AkzoNobel said closing of its proposed merger with Axalta is expected in early 2027, and that its shareholders voted in favour on 5 August 2026 [4]. Sherwin-Williams completed its Suvinil acquisition in October 2025, and its Consumer Brands Group net sales rose 21.7% in the third quarter of 2026, primarily because of that acquisition [1]. Buyers should expect brand and range changes as these deals close.

Spray-applied and low-odour systems. Jotun's Jotashield Nuovo is applied by spray and uses one product for basecoat and topcoat [15]. Nippon Paint Malaysia gives Momento Cemento a 1-hour touch-dry time and a 2-hour recoat window [14]. Buyers of waterborne coatings and construction chemicals work on the same building envelope projects as texture paint buyers. Kansai Nerolac singled out construction chemicals, waterproofing and wood finishes as attractive adjacencies in its Decorative business [7].

Texture Paints Market by Country (2026 to 2036)

Table 5: Texture Paints Market Country Growth Forecast

Country	CAGR, 2026 to 2036
United States	4.1%
Canada	4.5%
Mexico	4.2%
United Kingdom	4.5%
Germany	4.7%
France	4.5%
Italy	4.3%

Source: Future Market Insights analysis of the texture paints market, 2026.

United States

The US Census Bureau reported on 20 October 2026 that September housing starts ran at a seasonally adjusted annual rate of 1,221,000. That was 5.2% below the revised August estimate and 7.4% below September 2025 [21]. Permits were 1,400,000, 3.0% below a year earlier, and completions were 1,192,000, 14.0% below a year earlier [21].

Sherwin-Williams reported third-quarter 2026 results on 27 October 2026. Paint Stores Group net sales rose 4.7% to USD 4.0 billion, with same-store sales up 3.9%. The increase was attributed mainly to selling price increases. Consumer Brands Group sales rose 21.7%, driven by the Suvinil acquisition and partly offset by soft demand in North America [1]. Nippon Paint Holdings reported that decorative revenue in its Americas segment grew in the first half of 2026 on pricing and currency, against weaker demand and a soft housing market [6].

PPG completed the sale of its US and Canada architectural coatings business to American Industrial Partners in 2024 and received USD 516 million in proceeds [20]. That leaves US texture supply with other brands. The US has the lowest forecast growth rate of the seven profiled countries, at 4.1%. With starts falling and sellers leaning on price, repaint-led channels are the safer outlet.

Canada

Canada regulates the solvent content of architectural coatings under the Volatile Organic Compound Concentration Limits for Architectural Coatings Regulations, registered on 9 September 2009. The schedule sets 100 grams per litre for flat coatings, 150 for non-flat coatings, 250 for high-gloss coatings and 300 for mastic texture coatings [24].

The mastic texture category carries the highest of those four limits, which gives formulators room that smooth wall paints do not have. A buyer importing a kit from another region still has to confirm that the textured product fits one of the schedule's categories.

PPG sold its Canadian architectural business in 2024 [20]. Sherwin-Williams cited soft demand in North America in the third quarter of 2026 [1]. Contractors ordering a design-led texture range in Canada should confirm the product category against the regulation.

Mexico

PPG's 2025 annual report, filed on 19 February 2026, said it expected architectural coatings in Mexico to help drive growth in 2026. The company lists COMEX among its architectural brands for Latin America and Asia Pacific and names Mexico City, San Juan del Rio and Tepexpan among its principal manufacturing and distribution locations [20].

In the third quarter of 2026 PPG said organic sales for architectural coatings in Latin America and Asia Pacific rose by a mid-single-digit percentage [2]. AkzoNobel reported that its Deco Latin America organic sales fell 6% in the quarter, and that lower Decorative Paints volumes were driven by Latin America [3].

Latin American results point in different directions. A buyer served by a local manufacturer with its own plants may get faster restocking than one that relies on imported finishes.

United Kingdom

Dulux, a brand AkzoNobel lists on its brands page [26], sells Weathershield Textured Masonry Paint as an exterior masonry paint with a textured finish. The product page gives coverage of up to 9 square metres per litre, recommends two coats with 4 hours between coats, and says it should be applied to a dry wall above 10 degrees Celsius. It states that the paint should not be used on common or Fletton bricks [18].

The Office for National Statistics reported on 15 October 2026 that, in the three months to August 2026, new work in Great Britain fell 1.4% and repair and maintenance fell 0.3%, while repair and maintenance rose 0.4% in August alone [22]. For texture sellers, repair and maintenance matters more than new build. The August rise is therefore more relevant than the weak three-month trend in new work.

PPG lists JOHNSTONE'S, LEYLAND and a plant at Birstall, United Kingdom, among its European architectural brands and sites [20]. Contractors buying for UK masonry jobs should compare coverage, drying windows and substrate limits on product pages. The Dulux page shows how specific those limits can be [18].

Germany

AkzoNobel's Decorative Paints EMEA business reported third-quarter 2026 revenue of EUR 636 million, up 1%, with organic sales up 5%. Over nine months the figure was EUR 1.9 billion, down 1%, with organic sales up 1% [3]. AkzoNobel also said Decorative Paints volumes in EMEA improved sequentially in the third quarter [3].

Nippon Paint Holdings said DuluxGroup's Central European business grew in the first half of 2026 despite largely flat market conditions in the Pacific and European markets [6]. Germany has the highest forecast rate of the seven countries, at 4.7%. The Central European growth cited above reflects one company's result in flat markets.

Germany is one of the EU countries covered by the Energy Performance of Buildings Directive, which took effect on 28 May 2024 and had a national transposition deadline of 29 May 2026 [25]. The directive does not name paint, so texture suppliers should watch how national rules shape facade and interior renovation budgets, not assume demand.

France

PPG lists SEIGNEURIE, GUITTET, PEINTURES GAUTHIER and RIPOLIN among its European architectural brands and names Moreuil and Ruitz in France among its principal manufacturing and distribution locations [20]. PPG noted in its 2025 annual report that European demand was soft, with the largest effects in automotive original equipment and architectural coatings [20].

In the third quarter of 2026 PPG reported that organic sales for architectural coatings in EMEA rose by a low single-digit percentage [2], and AkzoNobel's Deco EMEA organic sales rose 5% [3]. At AkzoNobel, price carried Decorative Paints, with pricing up 5% in the quarter [3].

France sits at the global growth rate of 4.5%, so the case for French suppliers rests on local brands and plants, not on faster market growth. Buyers specifying textured facades in France should compare the local brands against the international ranges on coverage and substrate limits.

Italy

Italy's outlook draws on the European picture. AkzoNobel reported that volumes in Europe were lower for the nine months to 30 September 2026, with price and mix more than offsetting the decline at group level [3]. PPG said European demand was soft in 2025 and expected Europe to remain challenged in 2026 [20].

Italy is covered by the Energy Performance of Buildings Directive, whose national transposition deadline of 29 May 2026 has passed [25]. The directive sets zero-emission buildings as the standard for new buildings and phases in minimum energy performance for the worst non-residential buildings by 2030 and 2033 [25]. Facade and envelope renovation is when exterior textured finishes are usually chosen.

Italy's 4.3% forecast rate is below the 4.5% global rate, consistent with lower European volumes at AkzoNobel [3]. Suppliers that document coverage, recoat times and substrate limits will be easier for contractors to specify.

Who are the notable companies in the Texture Paints Market?

Notable companies in the Texture Paints Market include AkzoNobel, PPG Industries, Asian Paints, Kansai Paint, Berger Paints India, Nippon Paint Holdings, Sherwin-Williams, Jotun and SK Kaken.

Makers differ in how they bring texture to the wall. Asian Paints and Nippon Paint Malaysia sell texture as a tooled system. Asian Paints' Royale Play Imagica comes in 0.91, 3.64 and 9 litre packs, and covers 35 to 40 square feet per litre in one coat on smooth masonry with Royale Play tools [11]. Its recoat time is 8 to 10 hours [11]. Nippon Paint Malaysia lists Momento Cemento at 6 to 7 square metres per litre per coat, with 2 to 3 coats applied by trowel [14].

A second group competes on high-build exterior coatings sold through trade channels. Kansai Nerolac, a subsidiary of Kansai Paints, Japan [9], sells a Roller Finish for exterior surfaces [8], and Dulux sells a ready-mixed textured masonry paint for UK walls [18]. Jotun adds the spray route, with one product serving as basecoat and topcoat and colours that can be combined into one, two or three-tone textures [15]. SK Kaken supplies finishing materials for apartment building entrances, including stone-look and earthen-look finishes [16].

Portfolio and geography also shape competition. Sherwin-Williams reported on 27 October 2026 that Consumer Brands Group sales rose 21.7%, primarily because of the Suvinil acquisition [1]. PPG sold its US and Canada architectural business in 2024 and now reports it as Global Architectural Coatings, with brands such as COMEX, SIGMA, SEIGNEURIE and JOHNSTONE'S [20]. AkzoNobel is selling its Deco South East Asia business to Nippon Paint, with net cash proceeds it expects at about USD 1.0 billion [3][5].

Key Developments in the Texture Paints Market

• On 5 October 2026, Nippon Paint Holdings announced agreements, signed on 3 October 2026, to acquire AkzoNobel's decorative paints businesses in Vietnam, Malaysia, Singapore, Indonesia, Thailand, Australia and Papua New Guinea [5]. AkzoNobel put the enterprise value at about USD 1.4 billion. It expects completion in mid-2027, except Indonesia, which it expects in late 2026 [3].
• On 27 October 2026, Sherwin-Williams reported third-quarter net sales up 7.9% to USD 6.9 billion, with Consumer Brands Group sales up 21.7% on the Suvinil acquisition completed in October 2025 [1].
• On 4 November 2026, Kansai Nerolac reported revenue from operations of INR 2,268.77 crore for the quarter ended 30 September 2026, up 18.9% on a year earlier [7].
• On 21 October 2026, AkzoNobel reported third-quarter Decorative Paints organic sales growth of 1% on 5% higher pricing, and said closing of its Axalta merger is expected in early 2027 [3][4].

Key Players in the Texture Paints Market

• 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.

Texture Paints Market Report Scope

Table 6: Texture Paints Market Report Scope

Coverage field	Report scope
Market definition	Textured architectural paints and finishes applied to walls to create a visible surface relief or decorative effect, measured by value of sales
Product	Acrylic, Others
Technology	Water-based, Solvent-based
Application	Residential, Non-Residential
Regions and profiled countries	Worldwide market value. Profiled regions: North America and Europe, with the United States, Canada, Mexico, Germany, United Kingdom, France and Italy
Companies covered	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.
Forecast period	2026 to 2036, with 2025 as the historical base year
Quantitative Units	USD billion

Source: Future Market Insights analysis of the texture paints market, 2026.

Texture Paints Market by Segments

Texture Paints Market segmented by Product:

• Acrylic
• Others

Texture Paints Market segmented by Technology:

• Water-based
• Solvent-based

Texture Paints Market segmented by Application:

• Residential
• Non-Residential

Texture Paints Market by Region

• North America
• Europe
• United States
• Canada
• Mexico
• Germany
• United Kingdom
• France
• Italy

Research Sources and Bibliography

• [1] The Sherwin-Williams Company. (2026, October 27). Third quarter 2026 results (Form 8-K, Exhibit 99.1). https://www.sec.gov/Archives/edgar/data/89800/000008980026000054/shwearningsrelease3q2026.htm
• [2] PPG Industries, Inc. (2026, October 27). Third quarter 2026 earnings release (Form 8-K, Exhibit 99). https://www.sec.gov/Archives/edgar/data/79879/000007987926000315/exhibit99-3q2026earningsre.htm
• [3] Akzo Nobel N.V. (2026, October 21). Report for the third quarter 2026. https://www.akzonobel.com/content/dam/akzonobel-corporate/global/en/investor-relations-images/result-center/reports---presentation/2026/q3-2026-report-akzonobel.pdf
• [4] Akzo Nobel N.V. (2026, October 21). Q3 2026 media release. https://www.akzonobel.com/en/media/media-releases/q3-2026
• [5] Nippon Paint Holdings Co., Ltd. (2026, October 5). Notice Regarding Acquisitions of Akzo Nobel's Decorative Paints Business in Southeast Asia and elsewhere. https://www.nipponpaint-holdings.com/en/ir/assets/files/name/20261005ir01_e.pdf
• [6] Nippon Paint Holdings Co., Ltd. (2026, August 7). Consolidated Financial Results for the Six Months Ended June 30, 2026. https://www.nipponpaint-holdings.com/en/ir/assets/files/name/20260807ir01_e.pdf
• [7] Kansai Nerolac Paints Limited. (2026, November 4). Outcome of the Board Meeting and Q2 FY 2026-27 results press release. https://www.nerolac.com/sites/default/files/2026-11/Outcome%20of%20Board%20Meeting%20-%204th%20Nov%202026_signed.pdf
• [8] Kansai Nerolac Paints Limited. (n.d.). Nerolac Roller Finish, exterior textured coating. https://www.nerolac.com/decorative-paint-products/exterior-paints/%65xcel-texture-finish-roller
• [9] Kansai Nerolac Paints Limited. (n.d.). About Us. https://www.nerolac.com/about-us.html
• [10] Asian Paints Limited. (n.d.). Royale Play. https://www.asianpaints.com/paint-products/interior-wall-paints/royale-play.html
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• [15] Jotun. (n.d.). Jotashield Nuovo. https://www.jotun.com/in-en/decorative/products/exterior/about-jotashield-nuovo
• [16] SK Kaken Co., Ltd. (n.d.). Exterior entrance products for apartment buildings. https://www.sk-kaken.co.jp/en/
• [17] SK Kaken Co., Ltd. (n.d.). Corporate home page. https://www.sk-kaken.co.jp/
• [18] Dulux. (n.d.). Dulux Weathershield Textured Masonry Paint. https://www.dulux.co.uk/en/products/dulux-weathershield-textured-masonry-paint
• [19] Suvinil. (n.d.). Texturas e efeitos decorativos. https://loja.suvinil.com.br/paredes/texturas-e-efeitos-decorativos
• [20] PPG Industries, Inc. (2026, February 19). 2025 Annual Report and Form 10-K. https://www.sec.gov/Archives/edgar/data/79879/000007987926000046/ppg-20251231.htm
• [21] U.S. Census Bureau. (2026, October 20). New Residential Construction, September 2026. https://www.census.gov/construction/nrc/current/index.html
• [22] Office for National Statistics. (2026, October 15). Construction output in Great Britain: August 2026. https://www.ons.gov.uk/businessindustryandtrade/constructionindustry/bulletins/constructionoutputinGreatBritain/latest
• [23] Kronos Worldwide, Inc. (2026, November 5). Third quarter 2026 results (Form 8-K, Exhibit 99.1). https://www.sec.gov/Archives/edgar/data/1257640/000125764026000035/kro-ex99d1.htm
• [24] Government of Canada. (2009, September 9). Volatile Organic Compound (VOC) Concentration Limits for Architectural Coatings Regulations, SOR/2009-264. https://laws-lois.justice.gc.ca/eng/regulations/SOR-2009-264/FullText.html
• [25] European Commission. (n.d.). Energy performance of buildings directive. https://energy.ec.europa.eu/topics/energy-efficiency/energy-efficient-buildings/energy-performance-buildings-directive_en
• [26] Akzo Nobel N.V. (n.d.). Our brands. https://www.akzonobel.com/en/about-us/our-brands