OUR BUSINESS
24
Jotun Decorative Paints
A winning formula
Building on a long history of success, Jotun enjoyed another year of excellent results in the Decorative
Paints segment.
Led by double-digit growth in South East Asia, strong project
sales in Scandinavia and high sales volume in Turkey, Jotun
Decorative Paints recorded strong results in 2018. Growth in
the Middle East – an important market for Jotun – was slowed
by political unrest in Saudi Arabia and challenging market
conditions in Abu Dhabi and Oman. Overall profitability for
the Decorative Paints segment was supported by timely price
increases to offset rising raw materials costs, alongside a series
of new product launches in both the premium and medium
range categories.
Innovative products
In South East Asia, Jotun launched Jotashield AntiFade Colours,
an environmentally friendly exterior paint with longer-lasting
colours, superior UV protection, heat reflective properties and
the ability to resist water streaking marks. In the Middle East,
Jotun launched two medium range exterior paint products
(Durosan Action and Easy Coat Textures) and in Scandinavia,
Jotun launched Drygolin Nordic Extreme and Demidekk Infinity,
two premium exterior wood protection products. Jotun has
also continued to develop the Colour Design app, which allows
consumers to visualise rooms in different inspiring colours, save
favourites, calculate the recommended amount of paint needed,
and share their projects with others via social media.
Jotun continues to strengthen relationships with dealers,
project stakeholders and applicators. In the Middle East,
Jotun introduced Colour Academy, a two-day training course
developed to help architects, designers and specifiers to
understand the art and science of colour. Jotun Design Days, a
celebration of design and architecture organised for about 150
key stakeholders from Scandinavia, Turkey, the Middle East, India
and South East Asia was held in Copenhagen in September.
Improving the shopping experience
Today, Jotun offers the industry’s best in-shop tinting system
(Jotun Multicolor), superior colour quality and accuracy and
colour selection tools. Over the past five years, the company
has been working closely with its global network of 8 500
dealers to create the best shopping experience for consumers
and painters alike. By continuing to focus on innovative
products in beautiful trendy colours and finishes, Jotun is
confident that its global market share in the Decorative Paints
segment will continue to grow.
23+24+1+47+3+S 2+Sales in NOK million
23 %
12
10
8
6
4
2
0
2018 5.853
2013
6.401
2014
8.048
2015
8.697
2016
8.927
2017
9.217
SCA
2 %
WE
3 %
EECA
47 %
MEIA
24 %
SEAP
1 %
NEA
Sales
per region