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  5. > Waterborne Polyurethane Market by Application, by Region - Trends & Forecast to 2019

Waterborne polyurethane (WPU) is a reactive system which is formulated using water instead of organic solvent. This results in low emission of VOC and HAPs during application and upon curing. WPU-based products are non-flamable, non-toxic, low in odor, and highly flexible. Resulting in a material of choice for various applications which need to comply with stringent environmental regulations, for instance, regulations regarding air quality. The players in the WPU market are investing extensively in the development of new and innovative products to expand the applicability areas and target new industries. The WPU market is projected to be more than $10.0 billion by 2019.

This report provides a comprehensive analysis of the WPU market. It categorizes the WPU market based on application and region. On the basis of application, coating is estimated to be the largest segment in 2014, and is projected to grow with the increased consumption from various end-use industries including automotive, building & construction, among others. The increased use of WPU to replace solvent-based polyurethane, to comply with stringent environmental regulations, is a key driver of the market. The growth in the market is also influenced by the increased consumption of WPU in rapidly growing end-use industries.

The fastest-growing application of the WPU market is sealant application segment. The high growth in this segment is due to the rapidly growing consumption of WPU based sealant in the building & construction industry, especially in the Asia-Pacific region. Europe is estimated to be the largest consumer of WPU in 2014, followed by the Asia-Pacific.

The market size of each region including Europe, Asia-Pacific, North America, and Rest of the World (RoW) is projected for 2019 in the report. The report also segments the regions into countries such as U.S., Canada, Mexico, U.K., Italy, France, Germany, China, India, Japan, Brazil, among others with a forecast of their market size along with their growth rates.

The leading players in the WPU market such as The Dow Chemical Company (U.S.), Bayer MaterialScience LLC (Germany), Axalta Coating Systems (U.S.), Henkel AG & Company (Germany), and PPG Industries Inc. (U.S.), and others are profiled in the report. The key players in this market have adopted various strategies to strengthen the market position and increase their market shares. New product launches and expansion are some of the main strategies adopted by the market players to achieve growth in the WPU market.

Table Of Contents

Waterborne Polyurethane Market by Application, by Region - Trends and Forecast to 2019
TABLE OF CONTENTS

1 INTRODUCTION 13
1.1 OBJECTIVES OF THE STUDY 13
1.2 MARKET DEFINITION 13
1.3 MARKET SCOPE 14
1.3.1 MARKETS COVERED 14
1.3.1.1 WPU market, by application 14
1.3.1.2 WPU market, by region 14
1.3.2 YEARS CONSIDERED FOR THE STUDY 14
1.4 CURRENCY 15
1.5 PACKAGE SIZE 15
1.6 STAKEHOLDERS 15
2 RESEARCH METHODOLOGY 16
2.1 RESEARCH DATA 17
2.1.1 SECONDARY DATA 17
2.1.1.1 Key data from secondary sources 17
2.1.2 PRIMARY DATA 17
2.1.2.1 Key data from primary sources 17
2.1.2.2 Key industry insights 18
2.1.2.3 Break down of primaries 18
2.2 MARKET SIZE ESTIMATION 19
2.2.1 BOTTOM UP APPROACH 19
2.2.2 TOP-DOWN APPROACH 20
2.3 MARKET BREAKDOWN AND DATA TRIANGULATION 21
2.4 RESEARCH ASSUMPTIONS AND LIMITATIONS 22
2.4.1 ASSUMPTIONS 22
2.4.2 LIMITATIONS 22
3 EXECUTIVE SUMMARY 23
4 PREMIUM INSIGHTS 26
4.1 ATTRACTIVE OPPORTUNITIES IN THE WPU MARKET 26
4.2 WPU MARKET - TOP APPLICATION SEGMENTS 27
4.3 WPU MARKET IN ASIA-PACIFIC REGION 28
4.4 U.S. LARGEST WPU MARKET GLOBALLY 29
4.5 WPU MARKET, BY APPLICATION and BY REGION 30
4.6 WPU MARKET: DEVELOPED VS. DEVELOPING NATIONS 31
4.7 LIFE CYCLE ANALYSIS, BY REGION (2014) 31
5 MARKET OVERVIEW 32
5.1 INTRODUCTION 33
5.2 MARKET SEGMENTATION 33
5.2.1 BY APPLICATION 33
5.2.2 BY REGION 34
5.3 MARKET DYNAMICS 34
5.3.1 DRIVERS 35
5.3.1.1 Replacement of solvent-based polyurethane 35
5.3.1.2 Growth in end-use industries 36
5.3.1.3 Wide array of properties 36
5.3.2 RESTRAINTS 37
5.3.2.1 Sensitivity to humidity 37
5.3.2.2 High cost of WPU 37
5.3.3 OPPORTUNITIES 37
5.3.3.1 1-K WPU coating systems 37
5.3.3.2 Increasing public awareness 38
5.3.4 CHALLENGE 38
5.3.4.1 Uneven enforcement of regulations 38
5.4 BURNING ISSUES 38
6 INDUSTRY TRENDS 39
6.1 INTRODUCTION 39
6.2 VALUE-CHAIN ANALYSIS 39
6.3 PREVAILING TRENDS 40
6.4 PORTER'S FIVE FORCES 41
6.4.1 THREAT OF NEW ENTRANTS 41
6.4.2 THREAT OF SUBSTITUTES 42
6.4.3 BARGAINING POWER OF SUPPLIERS 42
6.4.4 BARGAINING POWER OF BUYERS 43
6.4.5 INTENSITY OF COMPETITIVE RIVALRY 43
6.5 STRATEGIC BENCHMARKING 44
6.5.1 NEW PRODUCT LAUNCHES IS THE MOST COMMONLY USED MARKET STRATEGY FOR MARKET PLAYERS 44
6.5.2 NEW PRODUCT LAUNCH: UPCOMING STRATEGY TO INCREASE CUSTOMER BASE 45
7 WPU MARKET, BY APPLICATION 46
7.1 INTRODUCTION 47
7.2 COATING 50
7.3 SEALANT 53
7.4 ADHESIVE 56
7.5 ELASTOMER 59
8 WPU MARKET, BY REGION 62
8.1 INTRODUCTION 63
8.2 EUROPE 65
8.2.1 U.K. 67
8.2.2 GERMANY 69
8.2.3 FRANCE 70
8.2.4 ITALY 71
8.2.5 REST OF EUROPE 72
8.3 ASIA-PACIFIC 73
8.3.1 CHINA 76
8.3.2 JAPAN 77
8.3.3 INDIA 78
8.3.4 REST OF ASIA-PACIFIC 79
8.4 NORTH AMERICA 81
8.4.1 THE U.S. 83
8.4.2 CANADA 84
8.4.3 MEXICO 85
8.5 ROW: EMERGING MARKET 86
8.5.1 BRAZIL 87
9 COMPETITIVE LANDSCAPE 88
9.1 OVERVIEW 88
9.2 COMPETITIVE SITUATIONS AND TRENDS 89
9.2.1 NEW PRODUCT LAUNCH 89
9.2.2 EXPANSIONS 92
9.2.3 MERGERS and ACQUISITIONS 93
9.2.4 PARTNERSHIPS, AGREEMENTS, AND COLLABORATIONS 94
10 COMPANY PROFILES 95
10.1 INTRODUCTION 95
10.2 THE DOW CHEMICAL COMPANY 96
10.3 BAYER MATERIALSCIENCE LLC 98
10.4 AXALTA COATING SYSTEMS LLC 101
10.5 HENKEL AG and COMPANY 104
10.6 PPG INDUSTRIES INC. 106
10.7 BASF S.E. 109
10.8 H.B. FULLER 111
10.9 RPM INTERNATIONAL INC. 113
10.10 THE 3M COMPANY 115
10.11 THE SHERWIN-WILLIAMS COMPANY 117

11 APPENDIX 119
11.1 INSIGHTS OF INDUSTRY EXPERT 119
11.2 DISCUSSION GUIDE 120
11.3 INTRODUCING RT: REAL TIME MARKET INTELLIGENCE 121
11.4 AVAILABLE CUSTOMIZATIONS 122
11.5 RELATED REPORTS 123


LIST OF TABLES

TABLE 1 WPU MARKET SIZE, BY APPLICATION, 2012-2019 ($MILLION) 47
TABLE 2 WPU MARKET SIZE, BY APPLICATION, 2012-2019 (KILOTONS) 48
TABLE 3 WPU MARKET SIZE, TOP 5 COUNTRIES BY APPLICATION, 2013 ($MILLION) 48
TABLE 4 WPU MARKET SIZE, TOP 5 COUNTRIES BY APPLICATION, 2013 (KILOTONS) 48
TABLE 5 WPU MARKET SIZE IN COATING APPLICATION, BY REGION, 2012-2019 ($MILLION) 50
TABLE 6 WPU MARKET SIZE IN COATING APPLICATION, BY REGION, 2012-2019 (KILOTONS) 51
TABLE 7 WPU MARKET SIZE IN COATING APPLICATION, BY COUNTRY, 2012-2019 ($MILLION) 52
TABLE 8 WPU MARKET SIZE IN COATING APPLICATION, BY COUNTRY, 2012-2019 (KILOTONS) 52
TABLE 9 WPU MARKET SIZE IN SEALANT APPLICATION, BY REGION, 2012-2019 ($MILLION) 54
TABLE 10 WPU MARKET SIZE IN SEALANT APPLICATION, BY REGION, 2012-2019 (KILOTONS) 54
TABLE 11 WPU MARKET SIZE IN SEALANT APPLICATION, BY COUNTRY, 2012-2019 ($MILLION) 55
TABLE 12 WPU MARKET SIZE IN SEALANT APPLICATION, BY COUNTRY, 2012-2019 (KILOTONS) 55
TABLE 13 WPU MARKET SIZE IN ADHESIVE APPLICATION, BY REGION, 2012-2019 ($MILLION) 56
TABLE 14 WPU MARKET SIZE IN ADHESIVE APPLICATION, BY REGION, 2012-2019 (KILOTONS) 57
TABLE 15 WPU MARKET SIZE IN ADHESIVE APPLICATION, BY COUNTRY,
2012-2019 ($MILLION) 58
TABLE 16 WPU MARKET SIZE IN ADHESIVE APPLICATION, BY COUNTRY,
2012-2019 (KILOTONS) 58
TABLE 17 WPU MARKET SIZE IN ELASTOMER APPLICATION, BY REGION,
2012-2019 ($MILLION) 59
TABLE 18 WPU MARKET SIZE IN ELASTOMER APPLICATION, BY REGION,
2012-2019 (KILOTONS) 60
TABLE 19 WPU MARKET SIZE IN ELASTOMER APPLICATION, BY COUNTRY,
2012-2019 ($MILLION) 60
TABLE 20 WPU MARKET SIZE IN ELASTOMER APPLICATION, BY COUNTRY,
2012-2019 (KILOTONS) 61
TABLE 21 WPU MARKET SIZE, BY REGION, 2012-2019 ($MILLION) 64
TABLE 22 WPU MARKET SIZE, BY REGION, 2012-2019 (KILOTONS) 65
TABLE 23 EUROPE: WPU MARKET SIZE, BY VALUE AND VOLUME 65
TABLE 24 EUROPE: WPU MARKET SIZE, BY COUNTRY, 2012-2019 ($MILLION) 66
TABLE 25 EUROPE: WPU MARKET SIZE, BY COUNTRY, 2012-2019 (KILOTONS) 67
TABLE 26 U.K.: WPU MARKET SIZE, BY APPLICATION, 2012-2019 ($MILLION) 67
TABLE 27 U.K.: WPU MARKET SIZE, BY APPLICATION, 2012-2019 (KILOTONS) 68
TABLE 28 GERMANY: WPU MARKET SIZE, BY APPLICATION, 2012-2019 ($MILLION) 69
TABLE 29 GERMANY: WPU MARKET SIZE, BY APPLICATION, 2012-2019 (KILOTONS) 70
TABLE 30 FRANCE: WPU MARKET SIZE, BY APPLICATION, 2012-2019 ($MILLION) 70
TABLE 31 FRANCE: WPU MARKET SIZE, BY APPLICATION, 2012-2019 (KILOTONS) 71
TABLE 32 ITALY: WPU MARKET SIZE, BY APPLICATION, 2012-2019 ($MILLION) 71
TABLE 33 ITALY: WPU MARKET SIZE, BY APPLICATION, 2012-2019 (KILOTONS) 72
TABLE 34 REST OF EUROPE: WPU MARKET SIZE, BY APPLICATION, 2012-2019 ($MILLION) 72
TABLE 35 REST OF EUROPE: WPU MARKET SIZE, BY APPLICATION, 2012-2019 (KILOTONS) 73
TABLE 36 ASIA-PACIFIC: WPU MARKET SIZE, BY VALUE AND VOLUME 73
TABLE 37 ASIA-PACIFIC: WPU MARKET SIZE, BY COUNTRY, 2012-2019 ($MILLION) 75
TABLE 38 ASIA-PACIFIC: WPU MARKET SIZE, BY COUNTRY, 2012-2019 (KILOTONS) 75
TABLE 39 CHINA: WPU MARKET SIZE, BY APPLICATION, 2012-2019 ($MILLION) 76
TABLE 40 CHINA: WPU MARKET SIZE, BY APPLICATION, 2012-2019 (KILOTONS) 77
TABLE 41 JAPAN: WPU MARKET SIZE, BY APPLICATION, 2012-2019 ($MILLION) 77
TABLE 42 JAPAN: WPU MARKET SIZE, BY APPLICATION, 2012-2019 (KILOTONS) 78
TABLE 43 INDIA: WPU MARKET SIZE, BY APPLICATION, 2012-2019 ($MILLION) 78
TABLE 44 INDIA: WPU MARKET SIZE, BY APPLICATION, 2012-2019 (KILOTONS) 79
TABLE 45 REST OF ASIA-PACIFIC: WPU MARKET SIZE, BY APPLICATION,
2012-2019 ($MILLION) 79
TABLE 46 REST OF ASIA-PACIFIC: WPU MARKET SIZE, BY APPLICATION,
2012-2019 (KILOTONS) 80
TABLE 47 NORTH AMERICA: WPU MARKET SIZE, BY VALUE AND VOLUME 82
TABLE 48 NORTH AMERICA: WPU MARKET SIZE, BY COUNTRY, 2012-2019 ($MILLION) 82
TABLE 49 NORTH AMERICA: WPU MARKET SIZE, BY COUNTRY, 2012-2019 (KILOTONS) 82
TABLE 50 U.S.: WPU MARKET SIZE, BY APPLICATION, 2012-2019 ($MILLION) 83
TABLE 51 U.S.: WPU MARKET SIZE, BY APPLICATION, 2012-2019 (KILOTONS) 83
TABLE 52 CANADA: WPU MARKET SIZE, BY APPLICATION, 2012-2019 ($MILLION) 84
TABLE 53 CANADA: WPU MARKET SIZE, BY APPLICATION, 2012-2019 (KILOTONS) 84
TABLE 54 MEXICO: WPU MARKET SIZE, BY APPLICATION, 2012-2019 ($MILLION) 85
TABLE 55 MEXICO: WPU MARKET SIZE, BY APPLICATION, 2012-2019 (KILOTONS) 85
TABLE 56 ROW: WPU MARKET SIZE, BY VALUE AND VOLUME 86
TABLE 57 ROW: WPU MARKET SIZE, BY COUNTRY, 2012-2019 ($MILLION) 86
TABLE 58 ROW: WPU MARKET SIZE, BY COUNTRY, 2012-2019 (KILOTONS) 86
TABLE 59 BRAZIL: WPU MARKET SIZE, BY APPLICATION, 2012-2019 ($MILLION) 87
TABLE 60 BRAZIL: WPU MARKET SIZE, BY APPLICATION, 2012-2019 (KILOTONS) 87
TABLE 61 NEW PRODUCT LAUNCH (2011-2014) 89
TABLE 62 EXPANSIONS (2011-2014) 92
TABLE 63 MERGERS and ACQUISITIONS (2011-2014) 93
TABLE 64 PARTNERSHIPS, AGREEMENTS, AND COLLABORATIONS (2011-2014) 94

LIST OF FIGURES

FIGURE 1 WPU MARKET, BY APPLICATION 14
FIGURE 2 WPU: RESEARCH DESIGN 16
FIGURE 3 BREAKDOWN OF PRIMARY INTERVIEWS: BY COMPANY, DESIGNATION and REGION 18
FIGURE 4 MARKET SIZE ESTIMATION METHODOLOGY: BOTTOM-UP APPROACH 19
FIGURE 5 MARKET SIZE ESTIMATION METHODOLOGY: TOP-DOWN APPROACH 20
FIGURE 6 MARKET SIZE ESTIMATION METHODOLOGY: DATA TRIANGULATION 21
FIGURE 7 WPU MARKET SIZE, BY APPLICATION, SNAPSHOT (2014 VS. 2019) 23
FIGURE 8 WPU MARKET SHARE, BY REGION, 2019 (KILOTONS) 24
FIGURE 9 ATTRACTIVE GROWTH OPPORTUNITIES IN THE WPU MARKET DURING
THE FORECAST PERIOD (2014-2019) 26
FIGURE 10 SEALANTS SEGMENT APPLICATION IS EXPECTED TO GROW AT THE HIGHEST
RATE DURING THE FORECAST PERIOD (2014-2019) 27
FIGURE 11 COATING APPLICATION HAS THE MAXIMUM SHARE IN THE ASIA-PACIFIC MARKET 28
FIGURE 12 RAPID GROWTH EXPECTATION IN CHINA AND INDIA 29
FIGURE 13 APAC IS EXPECTED TO DOMINATE THE GLOBAL WPU MARKET ACROSS
ALL SEGMENTS (2019) 30
FIGURE 14 DEVELOPING MARKETS ARE EXPECTED TO GROW FASTER THAN THE DEVELOPED ONES DURING THE FORECAST PERIOD (2014-2019) 31
FIGURE 15 ASIA-PACIFIC MARKET TO OBSERVE RAPID GROWTH DURING 2014-2019 31
FIGURE 16 WPU MARKET SEGMENTATION, BY APPLICATION 33
FIGURE 17 WPU MARKET SEGMENTATION, BY REGION 34
FIGURE 18 REPLACEMENT OF SOLVENT-BASED POLYURETHANE BY WATER-BASED POLYURETHANE IS A MAJOR DRIVING FACTOR OF THE MARKET 35
FIGURE 19 VALUE-CHAIN ANALYSIS: MAJOR VALUE IS ADDED DURING PRODUCT FORMULATION 39
FIGURE 20 INNOVATION AND RandD : A MAJOR TREND AMONG THE KEY MARKET PLAYERS 40
FIGURE 21 PORTER'S FIVE FORCES ANALYSIS 41
FIGURE 22 STRATEGIC BENCHMARKING: BAYER MATERIALSCIENCE LLC AND THE 3M COMPANY ADOPTED ORGANIC GROWTH STRATEGY FOR ENHANCING THEIR GLOBAL PRESENCE 44
FIGURE 23 STRATEGIC BENCHMARKING: AXALTA COATING SYSTEMS WITH MAJOR PRODUCT LAUNCHES 45
FIGURE 24 DEVELOPMENT OF NEW PRODUCTS IS EXPECTED TO CONTINUE TO DRIVE
THE MARKET GROWTH DURING THE FORECAST PERIOD 49
FIGURE 25 GROWTH OF COATING VS. SEALANT APPLICATION 50
FIGURE 26 SEALANT IS EXPECTED TO BE THE FASTEST-GROWING SEGMENT IN
THE WPU MARKET DURING THE FORECAST PERIOD 53
FIGURE 27 ADHESIVE MARKET, 2014 VS. 2019 56
FIGURE 28 ELASTOMER APPLICATION, DEVELOPING VS. DEVELOPED NATIONS 59
FIGURE 29 HIGH GROWTH EXPECTATION FROM EMERGING ECONOMIES DURING
THE FORECAST PERIOD 63
FIGURE 30 INDIA and CHINA: TOP GROWTH REGIONS FOR WPU MARKET GLOBALLY 64
FIGURE 31 EUROPE, TOP APPLICATIONS (2014) 66
FIGURE 32 GROWTH IN GERMAN MARKET 69
FIGURE 33 ASIA-PACIFIC: WPU MARKET SNAPSHOT - MOST LUCRATIVE OPPORTUNITIES 74
FIGURE 34 CHINA: LARGEST WPU MARKET GLOBALLY 76
FIGURE 35 NORTH AMERICA 81
FIGURE 36 COMPANIES HAVE BEEN ADOPTING NEW PRODUCT LAUNCH AS THE KEY GROWTH STRATEGY OVER THE LAST FOUR YEARS(2011-2014) 88
FIGURE 37 NEW PRODUCT LAUNCH and DEVELOPMENT: KEY STRATEGY ADOPTED BY THE MAJOR PLAYERS FOR INCREASING THEIR MARKET SHARE 89
FIGURE 38 REGIONAL REVENUE MIX OF TOP-5 MARKET PLAYERS 95
FIGURE 39 THE DOW CHEMICAL COMPANY: COMPANY SNAPSHOT 96
FIGURE 40 THE DOW CHEMICAL COMPANY: SWOT ANALYSIS 97
FIGURE 41 BAYER MATERIALSCIENCE LLC: COMPANY SNAPSHOT 98
FIGURE 42 BAYER MATERIALSCIENCE LLC: SWOT ANALYSIS 100
FIGURE 43 AXALTA COATING SYSTEMS LLC: COMPANY SNAPSHOT 101
FIGURE 44 AXALTA COATING SYSTEMS LLC: SWOT ANALYSIS 103
FIGURE 45 HENKEL AG and COMPANY: COMPANY SNAPSHOT 104
FIGURE 46 HENKEL AG and COMPANY: SWOT ANALYSIS 105
FIGURE 47 PPG INDUSTRIES INC.: COMPANY SNAPSHOT 106
FIGURE 48 PPG INDUSTRIES INC.: SWOT ANALYSIS 108
FIGURE 49 BASF S.E.: COMPANY SNAPSHOT 109
FIGURE 50 H.B. FULLER: COMPANY SNAPSHOT 111
FIGURE 51 RPM INTERNATIONAL INC.: COMPANY SNAPSHOT 113
FIGURE 52 THE 3M COMPANY: COMPANY SNAPSHOT 115
FIGURE 53 THE SHERWIN-WILLIAMS COMPANY: COMPANY SNAPSHOT 117

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