This article was featured in the official IMPA publication - Supply Chain and Sustainability Magazine, Issue 4 2025
In an industry increasingly shaped by performance demands, tightening regulation, and the need to maximise ROI, procurement professionals specifying marine coatings face a complex challenge.
Focusing solely on upfront cost is no longer enough. Today’s coatings must deliver measurable operational value, support regulatory compliance, and contribute to sustainability goals all while aligning with internal performance standards and broader commercial objectives.
It’s a message echoed by three of the industry’s biggest players. For Jotun, Chugoku Marine Paints and International, AkzoNobel’s marine coatings brand, the shift from a price-per-litre mindset to a performance-led approach has redefined the category.
Each has advanced anti-fouling technologies that exemplify this evolution, while the role of data-led tech has also moved the category on to the extent that it is now a strategic driver with a very tangible ROI.
So, what does this mean for procurement?
“When evaluating marine coatings, procurement teams should look far beyond just the upfront cost,” says Chris Birkert, Marine Segment Manager, AkzoNobel. “There are a number of KPIs that provide a more holistic view of value, performance, and lifecycle impact. The best measure for this is to determine the total cost of ownership of the scheme over its lifespan, where all associated costs are evaluated by the ship owner.
“This includes not just the cost of the product but also the cost of application while in dock, including surface preparation and the time required for the vessel to re-enter service.
“Applying a robust total cost of ownership model also considers in-service durability factors, including resistance to corrosion, abrasion, UV exposure, and fouling, which may lead to additional maintenance and repair expenses. Potential fuel savings and the avoidance of carbon levy charges, are now increasingly common in the marine industry, and are important considerations.”
When evaluating marine coatings, procurement teams should look far beyond just the upfront cost. There are a number of KPIs that provide a more holistic view of value, performance, and lifecycle impact.
In that respect, operational data is key. If you can isolate the performance of coatings across similar vessels or routes, you can demonstrate savings, efficiency gains and decarbonisation benefits. For example, a white paper published last year by International found that a VLCC vessel reduced its carbon emissions by 8,500 tonnes when coated with Intercept 8500LPP over a five year period.
This level of transparency and clarity was central to Jotun’s pioneering Hull Performance System, which was launched in 2010 with a view to changing how the industry thinks about coatings.
When we enter into dialogue with procurement teams it’s with KPIs in mind. We like to discuss how, for example, we can help them meet ESG ambitions through decarbonisation or protecting biodiversity.
As the product has evolved it has done just that, helping Jotun’s customers collectively avoid 11.1 million tonnes of CO₂ emissions in 2024, equivalent to US $2 billion in fuel cost savings. These figures, verified by DNV, highlight the scale of impact achievable through informed procurement decisions.
“When we enter into dialogue with procurement teams it’s with KPIs in mind,” says Morten Sten Johansen, Category Director Hull Performance, Jotun. “We like to discuss how, for example, we can help them meet ESG ambitions through decarbonisation or protecting biodiversity. We know, for example, that fuel represents around 60% of a vessel’s operational cost. So can we help you save fuels, and thereby decarbonise?”
It's an approach that dovetails neatly with other considerations. All three companies are keen to point out
the importance of considering a coating’s full lifecycle impact - from raw material sourcing to production, application, and in-service performance.
For its part, Jotun has invested in North Europe's largest privately-owned R&D centre to support this mission, and AkzoNobel’s Intertrac® Vision is developed in direct response to the demands placed on modern vessel. Meanwhile Chugoku continues to develop low-impact coatings and improve sustainability across its supply chain, as Marcus Tullberg, Marketing Manager, Chugoku, points out.
“The commercial demand for energy efficient ships is still growing and it is important for us to provide energy efficient coatings in a sustainable way. So, we are looking at the environmental impact of the whole value chain of the product and its lifecycle, from raw material sourcing, production, transportation, application, in-service performance, and waste handling.”
His assertions tally with the industry’s growing demand for biocide-free coatings and low-VOC formulations, while surface preparation methods that reduce microplastic release are also gaining traction as buyers seek to minimise environmental impact across the product lifecycle.
So, is it all plain sailing from here? Not exactly.
While supplier capabilities have advanced rapidly, internal organisational structures in many shipping companies have not. According to Johansen a key barrier to effective coatings procurement is internal misalignment, with silos between procurement, technical, ESG, and finance departments often prevent cohesive decision-making.
“In more mature organisations, cross-functional teams assess coatings using shared KPIs tied to performance, emissions, and cost,” he says. “But this is not universal. Smaller operators, or those with legacy processes, often lack the integration necessary to realise the full value of modern coating technologies.”
This results in missed opportunities. A coating that optimises vessel performance may be overlooked if procurement focuses solely on up-front cost or relies on legacy supplier relationships. Strategic procurement requires proactive coordination with performance analysts and technical departments to evaluate coating technologies against broader commercial goals. To that end, mistakes in specification or application can eliminate the performance gains of even the most advanced coatings.
“Data-driven insights help quantify the long-term ROI of premium fouling control coatings over the docking cycle by simulating vessel-specific performance across global trading routes,” says Birkert. “It enables more informed decisions that balance upfront investment with fuel savings, operational efficiency, and extended maintenance intervals. This predictive capabilities of Intertrac® Vision, for example, transform coating selection from a cost-based choice into a strategic tool, enabling ship owns to choose the optimal fouling control solution aligned with their performance and sustainability objectives.”
Tullberg agrees: “It is important for a procurement team to be aligned with internal stakeholders and have clear and tangible commercial targets. They should decide on what energy efficiency level is required of the ship commercially, and what is required from a coating perspective to achieve that level. With those questions answered the procurement can later assess and quantify the benefits of their decisions.”
“Without a strategic mindset in terms of energy efficiency the most common pitfalls are the upfront cost of the coating cost and surface preparation cost. Investing in an energy efficient coating is best done in combination with a good surface preparation. There is no point in applying an ultra-smooth antifouling coating on top of a rough surface, for example.”
Without a strategic mindset in terms of energy efficiency the most common pitfalls are the upfront cost of the coating cost and surface preparation cost. Investing in an energy efficient coating is best done in combination with a good surface preparation.
Clear internal targets, therefore, are also critical. Procurement should begin with the commercial and technical energy efficiency requirements of the ship, then work backward to identify the coatings - and preparation
processes - required to achieve those outcomes.
Against that backdrop, a defining feature of the modern coatings landscape is the increasing use of data and performance guarantees. Jotun’s HPS 2.0, for example, includes more advanced condition monitoring, intelligent data analytics, and performance-based guarantees tied to fuel savings and emissions reductions
The ability to link coatings performance with time charter earnings or regulatory scores provides procurement with a clear business case, with some buyers moving toward fleet-wide adoption, as Johansen explains. “BW LPG, for example, expanded its use of our solution from 17 vessels to 38 based on verified data, which is a clear indication that the numbers support the investment.”
It's yet more evidence that the coatings decision is no longer a matter of lowest price. It is a strategic investment that affects operational performance, environmental compliance, and overall commercial success. The most effective teams are those that collaborate across departments, understand the total cost of ownership, and use operational data to justify their choices.
The tools, standards, and technologies now exist to support a more intelligent approach. But procurement must lead the change - aligning internal goals, partnering with forward-thinking suppliers, and demanding measurable outcomes.
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