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Within the larger cosmetic industry, the primer market is an important segment that continues to grow under certain forces that shape its trends together with other factors affecting its development over time. For instance, various factors influence market dynamics, such as changes in customers' preferences and technological advancements, among others. Fluctuating raw materials costs were noted as the main issue within the Primer Market; expanding oil prices expected for next years would bring about increased feedstock costs, thus directly affecting prices of all synthetic resins used in coating applications. Coatings and paints have their raw materials as resins, pigments, fillers, additives, and solvents. The production of paints and varnishes is a significant use for resins. Epoxy resins are used to manufacture epoxy primers.
Customer preferences play the most important role in shaping the dynamics of the primer market. As beauty standards change and trends evolve, consumers look for products that fit their needs and preferences. Primers, which are basically under makeup bases needed for smooth application, are therefore more popular than ever because they give a smooth surface and help with the durability of makeup till one gets home after an evening out or so on. Technological advancements largely drive the Primer Market. This leads to the development of new formulations for coatings and application techniques through continued research and development efforts. Manufacturers invest in creating primers with advanced features such as skincare benefits infused primers and SPF protection included into primers with color correction properties being present, among others. In this way, these technological innovations respond to customer requirements while at the same time creating a competitive landscape where companies buy into unique attributes to uniquely position their products from others, which also belong within the category of innovative brands.
Factors such as geopolitics and global economic conditions also determine the dynamics of the primer market. For instance, during a recession or when there are fluctuations in disposable income, consumers may spend less on beauty products. Primer market dynamics also depend on the retail environment. The way customers buy and access beauty merchandise has been transformed by the shift from traditional brick-and-mortar stores to e-commerce platforms. Online channels have provided a more convenient and wide-ranging channel for purchasing primers. In fact, these days, environmental concerns and sustainability shape what happens in the primer market. This is where collaborations and partnerships within the beauty industry come into play because of the dynamic nature of the primer market.
Primer Market Highlights:
Global Primer Market Overview
Primer Market Size was valued at USD 13.23 Billion in 2023. The primer industry is projected to grow from USD 13.99 Billion in 2024 to USD 20.76 Billion by 2032, exhibiting a compound annual growth rate (CAGR) of 5.06% during the forecast period (2024 - 2032). Rising demand for paints and coatings is the expanding construction sector, and the increase in the migrant population in urban areas. The renewal of aging infrastructure in established cities is the key market driver enhancing market growth.
Source: Secondary Research, Primary Research, MRFR Database, and Analyst Review
Primer Market Trends
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Rising demand for paints and coatings is driving the market growth
The word "primer" means "first" in this context; it refers to the first coat directly applied to the bare substrate, wood, and steel before painting to level the surface and provide a smooth finish. The primer strengthens adhesion and keeps moisture from penetrating the material’s surface, which is required for the final paint. Before painting, a smooth surface is achieved on materials by applying a layer of coating called primer.
In addition to shielding the material from paint, it keeps moisture from penetrating the surface, stops paint from soaking into the substrate, expands the connection, and delays paint wear outside the material. Much primer is used in the building and construction industries. Before painting, it is a primer coat for walls and other substrates. The construction industry has seen strong growth in Asia, driven by rising manufacturing and service sector infrastructure, rising housing construction, and apparent government spending on infrastructure development.
The American Coatings Association estimates that in 2021, the United States exported paint and coatings worth USD 1.1 billion to Canada and USD 632 million to Mexico, totaling USD 1.7 billion. In the United States, about 868 million gallons of architectural paint will be consumed in 2021. Before applying undercoats or topcoats, pigmented primers are coated onto both old and new surfaces. A significant factor in the rising demand for paints and coatings is the expanding construction sector. The primer market will eventually benefit from the increased demand for paints and coatings that will result from an increase in the volume of construction activities. The building and construction sector has been expanding over the past few years due to various factors, including an aging population, the development of new cities, an increase in the migrant population in urban areas, and the renewal of aging infrastructure in established cities. By 2030, this sector is anticipated to generate USD 4.4 trillion in revenue.
According to the United States Census Bureau, the value of construction in the United States was USD 1.58 trillion in 2021, making it one of the top construction markets in the world. According to the US Census Bureau, building permits were issued for 1,873,000 privately owned housing units in December 2021. Compared to November's revised rate of 1,717,000, this is an increase of 91%. A projected 1,724,700 housing units were authorized by building permits in 2021, a 17-point 2 percent increase from the 1,471,100 the year before. Thus, driving the primer market revenue.
Primer Market Segment Insights
Primer Material Insights
Based on material, the primer market segmentation includes dispersants, epoxy resins, biocides, and others. The epoxy resins segment dominated the market; Automotive, marine, aviation, energy infrastructure construction, oil and gas, and other industries frequently use epoxy primers on metal substrates. Due to their excellent adhesion, corrosion, and chemical resistance, these primers are widely used in automotive and marine applications. Their use also contributes to lower long-term maintenance costs.
Primer Applications Insights
Based on applications, the primer market segmentation includes concrete, wood, metal, and plastic. The metal category generated the most income. Primers are designed to forge a solid bond between the metal surface and the ensuing coats of paint or coating. The likelihood of the topcoat peeling, chipping, or flaking over time is decreased because they increase the topcoat's adhesion. When moisture, air, and other environmental elements are exposed, metal surfaces are vulnerable to corrosion and rust formation. Corrosion inhibitors, which form a protective barrier and keep the metal from coming into contact with these corrosive elements, are frequently found in primers made for metal. This keeps the metal's structural integrity and helps it last longer.
Figure 1: Primer Market, by Applications, 2022 & 2032 (USD Billion)
Source: Secondary Research, Primary Research, MRFR Database and Analyst Review
Primer End-Use Industry Insights
Based on the end-use industry, the primer market segmentation includes automotive, marine, building & construction and others. The building & construction category generated the most income. The construction and building industry rewards primers the best for flooring applications on concrete and stonework surfaces. The growth of the building and construction industries has boosted the primer market because of the development and growing populations in emerging economies. Due to the increased use of primers in building and construction, APAC has the largest population among the developing economies. Increased public spending on infrastructure development in developing nations like China, India, Malaysia, and others is to blame for the expansion of this region. The primary market is boosted by the infrastructure improvements in this region, which generate a huge demand for coatings. Primers are widely used by manufacturers to extend product shelf life and durability, which has attracted several vendors to the market.
Primer Regional Insights
By region, the study provides market insights into North America, Europe, Asia-Pacific and Rest of the World. The North American primary market area will dominate this market; there have been numerous construction projects, including residential, commercial, and industrial ones. Primers are frequently used in construction to protect metal surfaces from corrosion, improve adhesion, and increase the overall durability of the structures such as structural steel, metal roofs, and metal doors. The growth of the North American primer market is largely due to the rising demand for primer coatings in the construction sector.
Further, the major countries studied in the market report are The US, Canada, German, France, the UK, Italy, Spain, China, Japan, India, Australia, South Korea, and Brazil.
Figure 2: PRIMER MARKET SHARE BY REGION 2022 (USD Billion) 
Source: Secondary Research, Primary Research, MRFR Database and Analyst Review
Europe’s primer market accounts for the second-largest market share. Europe has some of the strictest environmental laws in the world, especially regarding hazardous materials and volatile organic compounds (VOCs). With these regulations, consumers are seeking low-VOC, environmentally-friendly primers. Due to the manufacturers' obligation to abide by these laws and create innovative primer formulations that satisfy high standards, the European market for eco-friendly primers is expanding. Further, the German primer market held the largest market share, and the UK primer market was the fastest-growing market in the European region.
The Asia-Pacific Primer Market is expected to grow fastest from 2023 to 2032. The demand for primer is anticipated to grow significantly in APAC, with China and India being major drivers of the market's expansion. Due to rising government spending on expanding the automotive industry, building the transportation system, exporting more furniture, and expanding other industries, China will likely experience significant growth and demand for primer. The region's market demand is anticipated to increase due to technological advancement in the automotive industry, which enjoys enormous popularity and high acceptance among the populace. Moreover, China’s primer market held the largest market share, and the Indian primer market was the fastest-growing market in the Asia-Pacific region.
Primer Key Market Players & Competitive Insights
Leading market players are investing heavily in research and development in order to expand their product lines, which will help the primer market grow even more. Market participants are also undertaking various strategic activities to expand their footprint, with important market developments including new product launches, contractual agreements, mergers and acquisitions, higher investments, and collaboration with other organizations. To expand and survive in a more competitive and rising market climate, primer industry must offer cost-effective items.
Manufacturing locally to minimize operational costs is one of the key business tactics manufacturers use in the primer industry to benefit clients and increase the market sector. In recent years, the primer industry has offered some of the most significant advantages to medicine. Major players in the primer market, including BASF SE (Germany), Tikkurila OYJ (Finland), PPG Industries Inc. (US), RPM International Inc. (US), Berger Paints India Limited (India), Hempel A/S (Denmark), Asian Paints (India), Nippon Paint Holdings Co., Ltd (Japan), AXALTA (US), Valspar (US), Kansai Paint Co. Ltd (Japan), Akzo Nobel NV (Netherlands), The Sherwin-Williams Company (US), Jotun (Norway), Masco Corporation (US) and others, are attempting to increase market demand by investing in research and development operations.
BASF SE (Germany), At BASF, people are the key to long-term success, and everyone has talent. They give their employees the resources, direction, and chances they need to advance and succeed professionally and personally. BASF creates chemistry by giving the customer the assistance required to perform at their peak and achieve their goals. After all, customer success is correlated with BASF. Whatever career path customers want, BASF is a fantastic place to start.
Akzo Nobel NV (Netherlands), AkzoNobel has acquired the liquid coatings division of Lankwitzer Lackfabrik for aluminum wheels to bolster its performance coatings product line, which will complement its current powder coatings product line and increase its assortment of cutting-edge goods. In Latin America, Axalta introduced next-generation basecoat technology for the automotive refinishing sector. At the Coatings Technology Center in Mangalore, India, BASF expanded its Automotive Coatings Application Center. A manufacturer of coatings for light truck wheels and automotive applications, Cetelon Lackfabrik GmbH, was fully acquired by PPG. With this acquisition, PPG can expand on its liquid and powder coating technologies, color matching capabilities, and current coatings product lineup.
Key Companies in the primer market include
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BASF SE (Germany)
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Tikkurila OYJ (Finland)
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PPG Industries Inc. (US)
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RPM International Inc. (US)
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Berger Paints India Limited (India)
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Hempel A/S (Denmark)
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Asian Paints (India)
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Nippon Paint Holdings Co., Ltd (Japan)
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AXALTA (US)
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Valspar (US)
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Kansai Paint Co. Ltd (Japan)
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Akzo Nobel NV (Netherlands)
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The Sherwin-Williams Company (US)
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Jotun (Norway)
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Masco Corporation (US)
Primer Industry Developments
May 2022: PPG Industries, Inc. announced the launch of PPG ENVIROCRON's portfolio of Primeron primer powders designed to provide superior corrosion resistance to metal substrates, including steel, hot dip galvanized steel, metallic steel and aluminum.
January 2022: BASF SE expands the production capacity of automotive finishing coatings at its coatings plant in Jiangmen, Guangdong Province, southern China. Our portfolio of automotive topcoats includes fillers, primers, basecoats, colorants, clearcoats, topcoats, hardeners, thinners, quick driers and mixers.
Primer Market Segmentation
Primer Material Outlook
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Dispersants
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Epoxy Resins
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Biocides
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Others
Primer Distribution Applications Outlook
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Concrete
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Wood
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Metal
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Plastic
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Others
Primer Distribution End-Use Industry Outlook
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Automotive
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Marine
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Building & Construction
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Others
Primer Regional Outlook
- North America
- US
- Canada
- Europe
- Germany
- France
- UK
- Italy
- Spain
- Rest of Europe
- Asia-Pacific
- China
- Japan
- India
- Australia
- South Korea
- Australia
- Rest of Asia-Pacific
- Rest of the World
- Middle East
- Africa
- Latin America
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