The Superbonus Effect: How Italy’s Incentive Reshaped the Paints and Coatings Industry

What Is the Superbonus?

The Superbonus (commonly known as Superbonus 110%) is an Italian government incentive introduced to encourage energy-efficient renovations and seismic upgrades in residential buildings. Under the scheme, homeowners and property owners could claim tax deductions of up to 110% of eligible renovation costs. Qualifying works included thermal insulation, window replacements, heating system upgrades, solar panel installations, and seismic retrofitting. The scheme also offered flexible options, allowing beneficiaries to use tax deductions directly, receive invoice discounts, or transfer tax credits to banks or other entities. Over time, the incentive levels were gradually reduced, with the deduction rate declining to 65% by 2025.

The Superbonus Effect on Italy’s Paints and Coatings Industry

The Superbonus scheme had a profound impact on Italy’s construction and renovation sector, with direct effects on related industries such as paints and coatings. The architectural paints and coatings market, in particular, benefited from rising renovation, maintenance, and improvement (RMI) activities. Increased refurbishment, repainting, and exterior maintenance drove sustained demand for both interior and exterior coatings.

In the early years of the scheme, the Superbonus triggered a sharp rise in coatings consumption, especially within the RMI segment. However, as incentives were gradually reduced in 2023 and 2024, RMI sales volumes grew only minimally and eventually declined. Many eligible projects had already been completed in prior years, further moderating renovation activity and weighing on coatings demand.

According to market analysis, Italy’s architectural paints and coatings market contracted in 2024, largely due to a slowdown in key end-use segments, particularly the residential repair, maintenance, and improvement (RMI) sector. Despite being the largest segment, RMI experienced a decline after several years of strong growth.

The scheme also accelerated a shift toward premium, high-performance coatings that offer improved thermal insulation, durability, and weather resistance, aligning with the energy-efficiency goals of the Superbonus. Sustainability also gained prominence, leading to a greater demand for eco-friendly, low-VOC coatings. Products such as Caparol BioProtect, featuring low emissions and promoting healthier indoor environments, reflect this growing trend and market preference.

By 2025, the Superbonus incentive had been reduced to 65%, cooling renovation activity and softening demand for architectural coatings in the coming years. The scheme has completed approximately 500,000 residential energy renovation projects to date, encompassing 245,000 single-family homes, 117,000 residential units, and 138,000 condominium units.

Market Outlook Ahead

Conclusions

The Superbonus has significantly transformed Italy's architectural paints and coatings sector, sparking a surge in renovation activity and elevating the demand for high-performance, energy-efficient, and eco-friendly coatings. The residential repair, maintenance, and improvement (RMI) segment saw the biggest gains, thanks to the market's quick early growth. As incentive rates gradually declined and many eligible projects were completed, renovation activity slowed, moderating demand for coatings. Despite this slowdown, the RMI segment maintains its dominance in the market, significantly outpacing the new-build and non-residential sectors. Looking ahead, while overall volumes may stabilise at moderate levels, an ongoing shift toward premium and sustainable coatings is expected to shape product innovation, guide market offerings, and support long-term growth across the sector.

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