Industry exhibitions are often evaluated based on “who showcased what.”
However, the real value lies not in the stands, but in the trends, the questions asked, and the reactions observed.
In this respect, the recent Intertraffic 2026 exhibition provided valuable insights.
But in this article, rather than focusing on the event itself, we turn our attention to a more important question that emerged afterward:
Where is the road marking industry heading?
As ROADCHEM Academy, we have compiled five key observations based on field experience and technical insights.
1️⃣ A Shift Toward Durability-Focused Thinking
The long-standing focus on “initial cost” is gradually being replaced by a total performance approach.
Today, what matters for many users is:
- Not how the paint looks on day one, but;
- How it performs months later
This shift is increasing interest in more durable systems, while also exposing the limitations of short-term solutions.
2️⃣ Growing Interest in High-Performance Systems (With Selectivity)
MMA-based and other high-durability systems are gaining more attention, especially in:
- High-traffic areas
- Specialized applications
- Projects with high longevity expectations
However, one important fact remains:
These systems are not suitable for every application.
The industry is increasingly recognizing that:
The right product only makes sense in the right context.
3️⃣ Sustainability Is Becoming a Technical Requirement
Low-VOC, solvent-free, and environmentally friendly systems are no longer just a “preference”; in many markets, they have become a requirement.
This transformation affects the entire process:
- From raw material selection
- To formulation
- To application methods
However, sustainability should not only be considered from an environmental perspective, but also in terms of performance sustainability.
4️⃣ Application Discipline Remains the Weakest Link
Technology is advancing, and product diversity is increasing.
Yet one reality remains unchanged in the field:
Even the best product will fail with improper application.
During and after the exhibition, many technical discussions clearly showed that a significant portion of issues stem from:
- Incorrect application
- Insufficient training
- Lack of process discipline
5️⃣ The Era of “Standard Products” Is Fading
Different climates, different asphalt structures, and different traffic loads…
All these variables highlight the difficulty of serving every market with a single product.
As a result, the industry is moving toward:
- Market-specific product development
- Project-based solution approaches
Competition is no longer driven solely by price,
but by the ability to deliver the right technical solution.
ROADCHEM Academy Perspective
The overall picture after Intertraffic 2026 is clear:
The industry is shifting from asking “Which paint?”
to asking “Which system, under which conditions?”
In this transformation, a critical factor—often overlooked—plays a key role:
resin selection.
Because resin directly determines: durability, application behavior and long-term performance. Hence, it is the fundamental building block of the system.