Soft Touch Polyurethane Coatings Market Report 2026

The soft touch polyurethane coatings market size has grown strongly in recent years. It will grow from $11.43 billion in 2025 to $12.4 billion in 2026 at a compound annual growth rate (CAGR) of 8.5%. The growth in the historic period can be attributed to growth of automotive interior customization, expansion of furniture manufacturing, increasing demand for premium consumer goods finishes, availability of polyurethane dispersion technologies, rising interior renovation activities.

The soft touch polyurethane coatings market size is expected to see strong growth in the next few years. It will grow to $16.78 billion in 2030 at a compound annual growth rate (CAGR) of 7.9%. The growth in the forecast period can be attributed to growing adoption of sustainable coating formulations, rising demand from electric vehicle interiors, expansion of high-end furniture production, increasing use in electronic device casings, growing investments in advanced coating technologies. Major trends in the forecast period include increasing adoption of premium interior coatings, rising demand for scratch-resistant soft-touch surfaces, growing use in automotive interior applications, expansion of water-based polyurethane systems, enhanced focus on uv and heat resistance.

The expansion of the automotive industry is expected to drive the growth of the soft-touch polyurethane coatings market. Rapid urbanization and global automakers’ expansion into emerging markets are key factors fueling industry growth. Strong government support has further enabled the sector to develop uniquely within the manufacturing landscape. This growth in the automotive industry encourages the soft-touch polyurethane coatings market to create advanced products that enhance customer experience. For example, in 2023, the Organisation Internationale des Constructeurs d'Automobiles (OICA), a France-based international association of automobile manufacturers, reported that global vehicle production reached 93,546,599 units, up from 85,016,728 units in 2022. Therefore, growth in the automotive sector is driving the soft-touch polyurethane coatings market.

Major companies in the soft-touch polyurethane coatings market are focusing on the development of innovative paint protection film solutions to enhance their competitiveness. Paint Protection Film (PPF) is a thermoplastic urethane film applied to a vehicle's exterior surfaces, serving as a protective layer against various elements such as stone chips, bug splatter, road debris, and contaminants like bird droppings. This strategy aims to offer comprehensive protection for automotive surfaces. In May 2023, Covestro AG, a prominent Germany-based chemicals company, introduced the Desmopan UP TPU series, emphasizing the concept of complete protection. This high-performance Thermoplastic Polyurethane (TPU) series is specifically engineered for paint protection films (PPF). The Desmopan UP TPU series is designed to provide durability, adaptability, and aesthetics for automotive surface coatings. Notable features of Desmopan UP include high UV durability, resistance to hydrolysis and chemicals, and high optical clarity. The TPU's properties contribute to long-lasting performance, weather resistance, and impact resistance, ensuring effective protection for automotive surfaces. Furthermore, Desmopan UP's versatility allows it to adapt to complex designs and surfaces of different vehicles with ease, providing a comprehensive solution for paint protection.

In February 2024, BASF, a Germany-based chemicals company, entered into a collaboration with INEOS Automotive. This partnership aims to develop sustainable refinishing solutions and advanced digital color matching technologies, further enhancing their collaboration to foster innovation within the automotive industry. INEOS Automotive is a UK-based company operating in the automotive sector.

Major companies operating in the soft touch polyurethane coatings market are PPG Industries Inc., Akzo Nobel N.V., BASF SE, Covestro AG, Axalta Coating Systems, The Sherwin-Williams Company, Kansai Paint Co., Ltd., Nippon Paint Holdings Co., Ltd., Jotun Group, Hempel A/S, Berger Paints India Limited, RPM International Inc., Allnex Group, Beckers Group, Asian Paints Limited, Masco Corporation, ICA Group, Teknos Group, Mankiewicz Gebr. & Co. (GmbH & Co. KG), Sika AG.

Asia-Pacific was the largest region in the soft-touch polyurethane coatings market in 2025. The regions covered in the soft touch polyurethane coatings market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the soft touch polyurethane coatings market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The soft-touch polyurethane coatings market consists of sales of soft-touch polyurethane coatings that provide excellent scratch and stain resistance. Values in this market are ‘factory gate’ values, that is, the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

This product will be delivered within 1-3 business days.