Transforming Concrete with Creativity and Staining Technology

By Cynthia Challener

The use of concrete for interior and exterior applications in new construction and renovation projects has increased due to the recognition of this substrate as a more sustainable, recyclable material. Concrete can also be more cost-effective, both initially and over its lifetime. In addi­tion, staining provides options for a vast array of aesthetically pleasing looks for new concrete and an attractive way to revitalize existing spaces. From patios and pool surroundings to outdoor areas in hotels, restaurants, casinos, and theme parks, homeowners and commercial businesses are using concrete stains to create unique atmospheres.

Decorative concrete is the most rapidly grow­ing segment of the concrete industry, according to Mays Camarata, product manager at Valspar. “The Freedonia Group estimates that in 2015, the ready mix industry will produce $11.5 billion worth of ready mix just for the decorative con­crete industry. As such, the demand for concrete stains and coatings has quadrupled since 2008,” she says. These numbers reflect the fact that decorative concrete has evolved from a “niche” product to being recognized as part of the con­versation when considering traditional flooring options such as wood, tiles, and carpets, whether interior or exterior, according to David Barreto, regional sales manager for Kemiko. Adds Beatrice John, product manager for floor coatings with Behr Process Corporation: “Concrete stains and dyes allow customers to transform ordinary gray concrete into an elegantly beautiful and luxurious floor resem­bling a natural, marble stone finish.”

A large part of this growth can be attributed to the popularity of television shows for do-it­ yourselfers (DIYers), such as HGTV. “These shows create design inspiration, which creates product awareness, and as more consumers watch, they gain confidence to try to do it themselves,” says Camarata. The growing interest in outdoor living spaces is a second important trend affecting the concrete stain market. “People are looking to trans­form their backyards into vacation spots or sanc­tuaries, millenials are looking for ways to create unique spaces, and there is an upswing in outdoor cooking and dining,” she adds.

Finally, the decrease in the cost of concrete stains has played an important role in the growth in demand for these products, particularly for DIYers, according to Camarata. “Creating a beautiful patio isn’t for the rich anymore; upgrading aesthetics with concrete staining has become more attainable to a broader base of homeowners.”