Soft-Touch Polyurethane Coatings Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Product Type, By Base Type, By End Use, By Region and Competition, 2020-2030F

Description

The Global Soft-Touch Polyurethane Coatings Market, valued at USD 7.79 Billion in 2024, is projected to experience a CAGR of 9.14% to reach USD 13.16 Billion by 2030. Soft-touch polyurethane coatings are advanced surface treatments formulated from polyurethane dispersions, designed to impart a desirable tactile feel, enhanced scratch resistance, and an appealing matte finish to various substrates. The market's growth is primarily driven by the escalating industrial demand for products offering a premium sensory experience and superior durability, particularly evident in the automotive interiors, consumer electronics, and luxury packaging sectors. These coatings enable manufacturers to differentiate products by providing a sophisticated look and feel, even on economically viable materials.

Market Overview
Forecast Period	2026-2030
Market Size 2024	USD 7.79 Billion
Market Size 2030	USD 13.16 Billion
CAGR 2025-2030	9.14%
Fastest Growing Segment	Furniture & Wood
Largest Market	Asia Pacific

Key Market Drivers

The increasing demand for premium aesthetic and tactile finishes significantly propels the global soft-touch polyurethane coatings market. Consumers increasingly seek products that provide a superior sensory experience and a perceived higher quality through their tactile properties, motivating manufacturers across various sectors to adopt these specialized coatings. Such finishes enhance product appeal by delivering a luxurious feel and improved grip, differentiating items in competitive markets. For instance, according to Industry Today, in September 2025, Covestro reported a 14% year-on-year increase in its Bayhydur line across South Korea and China, reflecting a clear preference for ergonomic, tactile finishes in consumer electronics. This broad market impetus is a key contributor to the overall market expansion.

Key Market Challenges

The market for soft-touch polyurethane coatings confronts a significant challenge stemming from the volatility of raw material prices. Key chemical components, including polyols and isocyanates, are derived from petrochemical feedstocks. This reliance renders their supply and pricing susceptible to fluctuations in the global crude oil and energy markets, directly resulting in unpredictable production costs for coating manufacturers. Such instability in input costs directly hampers the growth of the Global Soft-Touch Polyurethane Coatings Market by compressing profit margins for producers and hindering competitive pricing strategies.

Key Market Trends

The increasing adoption of sustainable and eco-friendly formulations represents a significant trend in the Global Soft-Touch Polyurethane Coatings Market, driven by evolving environmental regulations and consumer demand for responsible products. This shift emphasizes reducing the environmental footprint of coatings through bio-based raw materials, lower volatile organic compound content, and improved production processes. The World Coatings Council's Sustainability Report highlights the global industry's ongoing efforts to advance sustainable technologies, underscoring this commitment. Companies are actively developing solutions; according to BASF Coatings, in May 2025, their portfolio of over 250 biomass-balanced products facilitated the reduction of approximately 8 million kilograms of CO2 emissions in 2024, demonstrating tangible progress in eco-friendly offerings.

Key Market Players

The Sherwin-Williams Company
Akzo Nobel NV
PPG Industries UK Ltd
Axalta Coating Systems LLC
Rust-Oleum Inc.
Aexcel Corporation
Jotun A/S

Report Scope:

In this report, the Global Soft-Touch Polyurethane Coatings Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Soft-Touch Polyurethane Coatings Market, By Product Type:

Soft-Touch Polyurethane Coatings Market, By Base Type:

Water-based
Solvent-based

Soft-Touch Polyurethane Coatings Market, By End Use:

Furniture & Wood
Electrical & Electronics
Transport & Automotive
Others

Soft-Touch Polyurethane Coatings Market, By Region:

North America
- United States
- Canada
- Mexico
Europe
- France
- United Kingdom
- Italy
- Germany
- Spain
Asia Pacific
- China
- India
- Japan
- Australia
- South Korea
South America
- Brazil
- Argentina
- Colombia
Middle East & Africa
- South Africa
- Saudi Arabia
- UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Global Soft-Touch Polyurethane Coatings Market.

Available Customizations:

Global Soft-Touch Polyurethane Coatings Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

1. Product Overview

1.1. Market Definition
1.2. Scope of the Market
- 1.2.1. Markets Covered
- 1.2.2. Years Considered for Study
- 1.2.3. Key Market Segmentations

2. Research Methodology

2.1. Objective of the Study
2.2. Baseline Methodology
2.3. Key Industry Partners
2.4. Major Association and Secondary Sources
2.5. Forecasting Methodology
2.6. Data Triangulation & Validation
2.7. Assumptions and Limitations

3. Executive Summary

3.1. Overview of the Market
3.2. Overview of Key Market Segmentations
3.3. Overview of Key Market Players
3.4. Overview of Key Regions/Countries
3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Soft-Touch Polyurethane Coatings Market Outlook

5.1. Market Size & Forecast
- 5.1.1. By Value
5.2. Market Share & Forecast
- 5.2.1. By Product Type (2K, UV)
- 5.2.2. By Base Type (Water-based, Solvent-based)
- 5.2.3. By End Use (Furniture & Wood, Electrical & Electronics, Transport & Automotive, Others)
- 5.2.4. By Region
- 5.2.5. By Company (2024)
5.3. Market Map

6. North America Soft-Touch Polyurethane Coatings Market Outlook

6.1. Market Size & Forecast
- 6.1.1. By Value
6.2. Market Share & Forecast
- 6.2.1. By Product Type
- 6.2.2. By Base Type
- 6.2.3. By End Use
- 6.2.4. By Country
6.3. North America: Country Analysis
- 6.3.1. United States Soft-Touch Polyurethane Coatings Market Outlook
  - 6.3.1.1. Market Size & Forecast
    - 6.3.1.1.1. By Value
  - 6.3.1.2. Market Share & Forecast
    - 6.3.1.2.1. By Product Type
    - 6.3.1.2.2. By Base Type
    - 6.3.1.2.3. By End Use
- 6.3.2. Canada Soft-Touch Polyurethane Coatings Market Outlook
  - 6.3.2.1. Market Size & Forecast
    - 6.3.2.1.1. By Value
  - 6.3.2.2. Market Share & Forecast
    - 6.3.2.2.1. By Product Type
    - 6.3.2.2.2. By Base Type
    - 6.3.2.2.3. By End Use
- 6.3.3. Mexico Soft-Touch Polyurethane Coatings Market Outlook
  - 6.3.3.1. Market Size & Forecast
    - 6.3.3.1.1. By Value
  - 6.3.3.2. Market Share & Forecast
    - 6.3.3.2.1. By Product Type
    - 6.3.3.2.2. By Base Type
    - 6.3.3.2.3. By End Use

7. Europe Soft-Touch Polyurethane Coatings Market Outlook

7.1. Market Size & Forecast
- 7.1.1. By Value
7.2. Market Share & Forecast
- 7.2.1. By Product Type
- 7.2.2. By Base Type
- 7.2.3. By End Use
- 7.2.4. By Country
7.3. Europe: Country Analysis
- 7.3.1. Germany Soft-Touch Polyurethane Coatings Market Outlook
  - 7.3.1.1. Market Size & Forecast
    - 7.3.1.1.1. By Value
  - 7.3.1.2. Market Share & Forecast
    - 7.3.1.2.1. By Product Type
    - 7.3.1.2.2. By Base Type
    - 7.3.1.2.3. By End Use
- 7.3.2. France Soft-Touch Polyurethane Coatings Market Outlook
  - 7.3.2.1. Market Size & Forecast
    - 7.3.2.1.1. By Value
  - 7.3.2.2. Market Share & Forecast
    - 7.3.2.2.1. By Product Type
    - 7.3.2.2.2. By Base Type
    - 7.3.2.2.3. By End Use
- 7.3.3. United Kingdom Soft-Touch Polyurethane Coatings Market Outlook
  - 7.3.3.1. Market Size & Forecast
    - 7.3.3.1.1. By Value
  - 7.3.3.2. Market Share & Forecast
    - 7.3.3.2.1. By Product Type
    - 7.3.3.2.2. By Base Type
    - 7.3.3.2.3. By End Use
- 7.3.4. Italy Soft-Touch Polyurethane Coatings Market Outlook
  - 7.3.4.1. Market Size & Forecast
    - 7.3.4.1.1. By Value
  - 7.3.4.2. Market Share & Forecast
    - 7.3.4.2.1. By Product Type
    - 7.3.4.2.2. By Base Type
    - 7.3.4.2.3. By End Use
- 7.3.5. Spain Soft-Touch Polyurethane Coatings Market Outlook
  - 7.3.5.1. Market Size & Forecast
    - 7.3.5.1.1. By Value
  - 7.3.5.2. Market Share & Forecast
    - 7.3.5.2.1. By Product Type
    - 7.3.5.2.2. By Base Type
    - 7.3.5.2.3. By End Use

8. Asia Pacific Soft-Touch Polyurethane Coatings Market Outlook

8.1. Market Size & Forecast
- 8.1.1. By Value
8.2. Market Share & Forecast
- 8.2.1. By Product Type
- 8.2.2. By Base Type
- 8.2.3. By End Use
- 8.2.4. By Country
8.3. Asia Pacific: Country Analysis
- 8.3.1. China Soft-Touch Polyurethane Coatings Market Outlook
  - 8.3.1.1. Market Size & Forecast
    - 8.3.1.1.1. By Value
  - 8.3.1.2. Market Share & Forecast
    - 8.3.1.2.1. By Product Type
    - 8.3.1.2.2. By Base Type
    - 8.3.1.2.3. By End Use
- 8.3.2. India Soft-Touch Polyurethane Coatings Market Outlook
  - 8.3.2.1. Market Size & Forecast
    - 8.3.2.1.1. By Value
  - 8.3.2.2. Market Share & Forecast
    - 8.3.2.2.1. By Product Type
    - 8.3.2.2.2. By Base Type
    - 8.3.2.2.3. By End Use
- 8.3.3. Japan Soft-Touch Polyurethane Coatings Market Outlook
  - 8.3.3.1. Market Size & Forecast
    - 8.3.3.1.1. By Value
  - 8.3.3.2. Market Share & Forecast
    - 8.3.3.2.1. By Product Type
    - 8.3.3.2.2. By Base Type
    - 8.3.3.2.3. By End Use
- 8.3.4. South Korea Soft-Touch Polyurethane Coatings Market Outlook
  - 8.3.4.1. Market Size & Forecast
    - 8.3.4.1.1. By Value
  - 8.3.4.2. Market Share & Forecast
    - 8.3.4.2.1. By Product Type
    - 8.3.4.2.2. By Base Type
    - 8.3.4.2.3. By End Use
- 8.3.5. Australia Soft-Touch Polyurethane Coatings Market Outlook
  - 8.3.5.1. Market Size & Forecast
    - 8.3.5.1.1. By Value
  - 8.3.5.2. Market Share & Forecast
    - 8.3.5.2.1. By Product Type
    - 8.3.5.2.2. By Base Type
    - 8.3.5.2.3. By End Use

9. Middle East & Africa Soft-Touch Polyurethane Coatings Market Outlook

9.1. Market Size & Forecast
- 9.1.1. By Value
9.2. Market Share & Forecast
- 9.2.1. By Product Type
- 9.2.2. By Base Type
- 9.2.3. By End Use
- 9.2.4. By Country
9.3. Middle East & Africa: Country Analysis
- 9.3.1. Saudi Arabia Soft-Touch Polyurethane Coatings Market Outlook
  - 9.3.1.1. Market Size & Forecast
    - 9.3.1.1.1. By Value
  - 9.3.1.2. Market Share & Forecast
    - 9.3.1.2.1. By Product Type
    - 9.3.1.2.2. By Base Type
    - 9.3.1.2.3. By End Use
- 9.3.2. UAE Soft-Touch Polyurethane Coatings Market Outlook
  - 9.3.2.1. Market Size & Forecast
    - 9.3.2.1.1. By Value
  - 9.3.2.2. Market Share & Forecast
    - 9.3.2.2.1. By Product Type
    - 9.3.2.2.2. By Base Type
    - 9.3.2.2.3. By End Use
- 9.3.3. South Africa Soft-Touch Polyurethane Coatings Market Outlook
  - 9.3.3.1. Market Size & Forecast
    - 9.3.3.1.1. By Value
  - 9.3.3.2. Market Share & Forecast
    - 9.3.3.2.1. By Product Type
    - 9.3.3.2.2. By Base Type
    - 9.3.3.2.3. By End Use

10. South America Soft-Touch Polyurethane Coatings Market Outlook

10.1. Market Size & Forecast
- 10.1.1. By Value
10.2. Market Share & Forecast
- 10.2.1. By Product Type
- 10.2.2. By Base Type
- 10.2.3. By End Use
- 10.2.4. By Country
10.3. South America: Country Analysis
- 10.3.1. Brazil Soft-Touch Polyurethane Coatings Market Outlook
  - 10.3.1.1. Market Size & Forecast
    - 10.3.1.1.1. By Value
  - 10.3.1.2. Market Share & Forecast
    - 10.3.1.2.1. By Product Type
    - 10.3.1.2.2. By Base Type
    - 10.3.1.2.3. By End Use
- 10.3.2. Colombia Soft-Touch Polyurethane Coatings Market Outlook
  - 10.3.2.1. Market Size & Forecast
    - 10.3.2.1.1. By Value
  - 10.3.2.2. Market Share & Forecast
    - 10.3.2.2.1. By Product Type
    - 10.3.2.2.2. By Base Type
    - 10.3.2.2.3. By End Use
- 10.3.3. Argentina Soft-Touch Polyurethane Coatings Market Outlook
  - 10.3.3.1. Market Size & Forecast
    - 10.3.3.1.1. By Value
  - 10.3.3.2. Market Share & Forecast
    - 10.3.3.2.1. By Product Type
    - 10.3.3.2.2. By Base Type
    - 10.3.3.2.3. By End Use

11. Market Dynamics

11.1. Drivers
11.2. Challenges

12. Market Trends & Developments

12.1. Merger & Acquisition (If Any)
12.2. Product Launches (If Any)
12.3. Recent Developments

13. Global Soft-Touch Polyurethane Coatings Market: SWOT Analysis

14. Porter's Five Forces Analysis

14.1. Competition in the Industry
14.2. Potential of New Entrants
14.3. Power of Suppliers
14.4. Power of Customers
14.5. Threat of Substitute Products

15. Competitive Landscape

15.1. The Sherwin-Williams Company
- 15.1.1. Business Overview
- 15.1.2. Products & Services
- 15.1.3. Recent Developments
- 15.1.4. Key Personnel
- 15.1.5. SWOT Analysis
15.2. Akzo Nobel NV
15.3. PPG Industries UK Ltd
15.4. Axalta Coating Systems LLC
15.5. Rust-Oleum Inc.
15.6. Aexcel Corporation
15.7. Jotun A/S