The market for concrete and plaster paint in Canada and the US is dominated by acrylic latex 'exterior' paint - which needs redoing every few years. It is cheap to buy, and cheap to spray on. The problem is that it builds up a film, which blocks moisture flow through the concrete stucco - then we get rotting in the backing structures, especially if it is wood -but even in concrete and brick.The advantage of lime and silicate paints are obvious, and the fact they are super friendly to the environment and the applicator is also a big plus. The premade silicate paints are currently imported from Germany from the Keim company, who also sells in Australia. They are being used on a number of heritage and restoration buildings.
Lime paints are a novelty here, and even more difficult to find already made up. The market here demands instant results, they don't want to mix anything (other than professional painters that is). Another quirk in the market, unique to Canada/US, is that consumers always gravitate to the 'new and improved' heavily advertised product, rather than the well proven and cheap. I mean would you rather be in the retail business of selling 4 litres of 'wonder paint' for $30, or a sack of lime for $5? You are lucky in Australia that they are sticking to the lime paints and not so willing to try the newest and latest.
So the lime paints, and silicate paints, are currently in the hands of the master decorators and professional painters. They are just starting to filter down to the hardware store/do it yourself crowd. This is mostly driven by the 'green' construction movement. The manufacturers are most likely reluctant to push too hard on this market, because people might start making their own (this is currently rare in the acrylic and alkyd house paint market). The public has no understanding that the actual materials cost of a big tin of paint is minor compared to marketing/distribution cost of retailing any product. This is similair to a loaf of bread - you can buy a good, handmade loaf for $3 - or make your own for .50 cents. Six times to retail is the golden rule, and targetted profit ratio. And making your own lime paint is as difficult as making your own loaf of bread.
By the way - I take the time to make a great loaf of bread - this is important to me.
