High rate of commercialization of waterborne coatings on account of growing consumer preference towards low toxicity and VOC content may be attributed for high growth. Advancements in formulation techniques along with increasing requirement for multi-functional additives are also expected to fuel their demand over next seven years. The Global Waterborne Coating Additives Market is expected to reach USD 4.11 billion by 2022, according to a new report by Grand View Research, Inc. Waterborne coatings have penetrated approximately 90% in architectural segment in mature markets of North America and Europe as a drop-in substitute to petroleum derived solvent borne counterparts. Rheology modifiers were the leading product segment and accounted for over 40% of total market volume in 2014. These additives tend to lower the surface tension of the formulation which improves color acceptance, film quality, and wet abrasion resistance. Additionally, they help to control several rheological pr...