Window Film Market Size, Share & Trends Analysis Report By Product (Sun Control, Decorative, Security & Safety, Privacy), By Application (Automotive, Residential, Commercial, Marine), By Region, And Segment Forecasts, 2023 - 2030

Report Overview

The global window film market size was estimated at USD 11.04 billion in 2022 and is projected to grow at a compound annual growth rate (CAGR) of 5.3% from 2023 to 2030. Increasing demand for energy-efficient window films is expected to propel the market growth during the forecast period. Window films are widely utilized for energy efficiency in heating and cooling purposes in residential and commercial applications, commonly in vehicles and windows. According to the U.S. Department of Energy, window films facilitate the average consumption of 30% of heat loss that occurs through windows and doors at homes. Improvements in window films enable the reduction in solar heat gain & winter heat loss in commercial & residential buildings, which is expected to provide sustainable growth over the forecast years. Building Energy Management System (BEMS) effectively conserves energy and improves energy efficiency by creating a stable and sustainable environment in both commercial & residential buildings.

The increasing number of green building constructions and the development of net zero energy buildings are expected to propel the demand for window films. The rising consumer awareness regarding the sustainability and price of window films, coupled with growing environmental awareness regarding carbon dioxide emissions and improving energy efficiency, is expected to drive the market over the forecast years.

Global carbon emission levels have been increasing steadily on account of the population explosion across the Asia Pacific and Latin America, coupled with rapid industrialization and an increasing number of passenger cars in recent years. Stringent regulations regarding energy-efficient buildings & vehicles and increasing concerns about the environment and health are anticipated to fuel the demand.

A low emissivity (Low-E) film helps buildings to retain heat during the winter season. It uses special metallic coatings, which block infrared and ultraviolet rays and allows maximum visible light to prevent fading of interiors in residential and commercial buildings. Low-E glasses are replaced with window films owing to a better return on investment and the latter providing 6.6 times greater energy & cost savings than Low-E glasses. 

Ultraviolet-A (UVA) filtering window film can help in reducing skin cancer and skin damage. Growing consumer disposable income in emerging economies has prompted a rising adoption of fuel-efficient passenger cars, coupled with an increasing demand for electric vehicles (EV), expected to drive the market for window film over the forecast years. However, the presence of strict regulations on tinted films used in automobiles, which limits visible light transmission (VLT), is expected to impact the market growth.

Low visibility can lead to theft or accidents, especially at night. A lower VLT rating tends to have better glare control, whereas a higher rating is preferred for maintaining natural lights. The VLT of a window film is a crucial part of defining the permissibility of heat protection, UV protection, and security concerns.

High VLT in window films allows better attention of the police to ensure public safety in vehicles. Certain countries have exemptions if drivers or passengers are affected by related medical conditions such as lupus, sunlight allergy, photosensitivity, and melanoma. Windows with a high tint can cause dooring incidents for cyclists and pedestrians owing to low visibility inside & across the vehicle.

Product Insights

The sun control product segment led the market and accounted for more than 46.2% share of the global revenue in 2022. Sun control window films are mainly utilized to protect the interior of buildings and provide aesthetic value to them. The increasing use of sun control in residential and commercial applications owing to the occurrence of skin diseases is likely to propel the market growth for window film. Furthermore, rising energy costs and the need to reduce power consumption propel the demand for sun control films in residential and commercial applications.

Technological improvements in window films help in reducing solar heat gain & winter heat loss, which promotes a sustainable and comfortable environment in buildings. They find a broad application scope, including restricting fading of furniture, paints & coatings of rooms, and carpets in residential and commercial applications. Rising product demand from the construction industry in emerging economies such as China, India, Japan, Thailand, and Vietnam are expected to drive the sun control window film market in the Asia Pacific region.

In the automotive industry, these films reduce solar heat gain and enhance styling and protection. They also protect interior components such as audio equipment, seats, and other electronic devices. These factors are expected to drive the market for window film over the forecast years.

Application Insights

The automotive application segment led the market and accounted for more than 35.8% share of the global revenue in 2022. The growing trend towards manufacturing lightweight vehicle components owing to stringent environmental regulations issued by governments to promote fuel economy is expected to increase the demand for window films.

Safety & security window films are used in automotive applications to avoid damages caused by flying shards. Window films protect from UV rays and superior heat control. The recovery of the automobile sector in European countries such as Germany, France, and Italy due to the adoption of electric vehicles is expected to positively impact the demand for window films over the forecast period.

Major automotive companies have shifted their production facilities to countries such as China, India, Thailand, and Vietnam, owing to cheap labor and favorable government regulations. Increasing per capita income among the middle class in countries such as China and India is anticipated to fuel automotive sales over the forecast period. These factors are expected to drive the window films market in automotive applications.

The commercial application segment is expected to grow during the forecast period. Increasing urbanization in emerging economies of the Asia Pacific, the Middle East, and Latin America is expected to drive the window film demand for commercial building applications. There is a growing demand for malls, stores, and supermarkets in these regions, as consumers buy goods from a single outlet destination.

Enormous footfall in malls and increased spending & purchases are observed in these regions. Mall developers are expected to target emerging cities for further development, as urban cities are close to saturation regarding construction. These factors are expected to increase window films demand in commercial applications.

Regional Insights

North America dominated the market for window films and accounted for over 32.5% share of the global revenue in 2022. New investments are being made in North America, reflecting a recovery in Canada's residential & non-residential construction, owing to capital expenditure cuts in the oil & gas sector and the Liberal government's fiscal stimulus plan to spur new non-residential construction. Furthermore, given the expected rate hikes by the Federal Reserve, the increases in long-term interest rates are likely to remain gradual.

On the plus side, the U.S. economy continues to register job growth, lending standards are easing, market fundamentals for commercial real estate continue to improve, and more funding support is coming from state and local construction bond measures. These factors are expected to drive the demand for specialized window films in the construction sector, especially for solar control and privacy windows. Solar (sun control) film demand is expected to grow due to the increasing use of cleaner energy sources and an aim to reduce carbon emissions.

The region's commercial construction segment is witnessing growth due to continued strength in the tourism & hospitality sector, with the construction of multiple hotels and even malls, among other commercial spaces. These growing segments in the region will drive the demand for window films over the forecast period. However, the outbreak of COVID-19 negatively impacted the market growth in 2020 due to a slowdown or halt in construction & production activities, shortage of labor, and restriction in supply & transport.

Key Companies & Market Share Insights

The global market for window films is fragmented, with a few prominent MNC players such as Eastman Chemical Company, 3M, Madico, Inc., and Saint-Gobain Performance Plastics, as well as a few medium and small-sized regional players. The players face intense competition from each other and regional players, who have strong distribution networks and good knowledge about the suppliers and regulations.

Companies compete based on the product quality offered and the technology used to produce window films. Major players compete based on differentiated technology and application development capabilities. Established players like Eastman Chemical Company focus on expanding their production capacities to meet the ascending product demand. For instance, in February 2023, Eastman and High Performance Optics announced the launch of a new window film explicitly designed for the transportation industry, featuring selective High Energy Visible Light (HEVL) filtering in China. Some prominent players in the global window film market include:

• 3M

• Eastman Chemical Company

• American Standard Window Film

• Saint-Gobain Performance Plastics Corporation (Solar Gard)

• Madico, Inc.

• Toray Plastics (America), Inc.

• Hanita Coatings RCA Ltd. (Avery Dennison Israel Ltd.)

• Johnson Window Films, Inc.

• Armolan Window Films

• Garware Suncontrol

• Reflectiv Window Films

Recent Development

• In February 2023, Eastman Chemical Company completed the acquisition of Ai-Red Technology, showcasing their dedication to fostering expansion within the Performance Films sector and the paint protection and window film markets. This strategic move was driven by the company's objective to effectively address the increasing demand for paint protection and window film products, while also bolstering their capacity for innovation in these areas

• In September 2021, Eastman Chemical Company made a significant announcement about acquiring the business and assets of Matrix Films, LLC, and its UK affiliate, Premium Shield Limited. This strategic move reflects Eastman's strong commitment to solidify its position as a leading innovator and trusted service partner for professional installers in the paint protection and window film industry

Window Film Market Report Scope

Global Window Film Market Report Segmentation

This report forecasts revenue and volume growth at global, regional & country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2019 to 2030. For the purpose of this study, Grand View Research has segmented the global window film market report based on product, application, and region:

• Product Outlook (Volume, Thousand Square Meter; Revenue, USD Billion, 2019 - 2030)

  • Sun Control

  • Decorative

  • Security & Safety

  • Privacy

• Application Outlook (Volume, Thousand Square Meter; Revenue, USD Billion, 2019 - 2030)

  • Automotive

  • Residential

  • Commercial

  • Marine

  • Others

• Regional Outlook (Volume, Thousand Square Meter; Revenue, USD Billion, 2019 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • Germany

    • France

    • UK

    • Russia

  • Asia Pacific

    • China

    • India

    • Japan

  • Central & South America

    • Brazil

    • Argentina

    • Chile

    • Colombia

    • Venezuela

  • Middle East & Africa

    • Saudi Arabia

    • UAE

    • Africa