Construction chemicals market in Poland 2012

The publication presents a complete analysis of the construction chemicals market:

•  current market situation of this segment and its value
• development perspectives for the next 3 years
• assessment of the top 10 producers.

The report includes detailed analysis of the market and the following product groups:

• ready-mixed building mortars
• thermal-insulation systems, interior and exterior plasters
• ceramic tile adhesives
• flooring compounds 
• masonry mortars. 

Key topics:

• structure of the construction chemical market and its sub-segments, such as ceramic tile adhesives, ready-mixed building mortars, thermal insulation systems, flooring compounds as well as interior and exterior plasters
• long term forecasts for the construction chemicals industry
• main channels of distribution
• consumer shopping preferences
• brands of construction chemicals producers
• economic index for the market of construction chemicals
• price trends
• trends in the application of construction chemicals
• innovation tendencies among contractors
• criteria of choice for construction chemicals
• structure of market segments in terms of building types, urban vs. rural areas, and new investments vs. renovations
• the size of individual market segments in m2, thousand tons and PLN millions
• share of construction chemicals produced at own cost.

Raport's strengths

• New, broader survey. Respondents of the previous edition comprised around fifty manufacturers. The current edition is carried out among small and medium construction companies. 400 interviews were conducted.
• The awareness of construction chemicals brands was rated in five product categories: ceramic tile adhesives, ready-mixed building mortars, thermal insulation systems, flooring compounds, interior and exterior plasters. All 400 companies were asked to rate producers they know, including nine key companies and their brands: Atlas, Baumit, Henkel, Izolbet, Knauf, Kreisel, Mapei, Saint Gobain, Selena.
• New report structure. Previously it contained an introduction, overview of the market, forecasts and profiles. In the new edition main chapters correspond to product groups of construction chemicals: ceramic tile adhesives, ready-mixed building mortars, thermal insulation systems, flooring compounds and plasters. Each category will be analysed separately, covering an introduction, findings of the survey, top players and forecasts.

Discover

• What is the size and value of the market?
• How many construction chemicals are used in new investments vs. renovations?
• How many construction chemicals are used in cities vs. the countryside?
• How many construction chemicals are used in individual building groups?
• What are the leading producer brands of construction chemicals
• What are the key trends in the application of construction chemicals?
• What is the market structure by products?
• What is the market structure by systems?
• Where do surveyed companies usually purchase construction chemicals?
• What determines the choice of place where construction chemicals are purchased?
• In which product groups are ready producer solutions used the most?
• Who usually decides about choosing a product – the contractor or the investor?
• What are the key criteria of choosing a product?

Report offers exclusive information

1. Survey on construction chemicals of small and medium construction companies – around 400 interviews in total.
2. Economic index for construction chemicals industry calculated by PMR on the basis of 400 companies using construction chemicals in their projects.
3. Nine leading producers: Atlas, Baumit, Henkel, Izolbet, Knauf, Kreisel, Mapei, Saint Gobain, Selena, assessed by 400 respondents from the point of view of price to quality ratio, recommended products, attention to customer relations.
4. Separate questions for construction companies specialising in five typed of construction works:

• tiling

• bricklaying

• thermal insulations systems

• flooring compounds and industrial floorings

• traditional plasters.

5. Each of the product groups is analysed according to the following:

• investments in cities and in the countryside

• manufacturer products vs. products made at the building site

• structure by product types

• structure by materials

• structure by building types

• structure of distribution (places where products are purchased)

• application of new products

• assessment of latest market trends

• criteria of choosing a distribution channel

• criteria of choosing a given product

• awareness of brands in a product category.

6. Total value and change of the construction chemicals market calculated by PMR analysts.
7. Total market structure calculated by PMR analysts by product group and by key manufacturers.
8. An analysis of price trends in the area of construction chemicals based on the prices presented by the Sekocenbud comparison service.

The study may be applied in the following business situations:

• entering the Polish market of construction chemicals
• entering a new segment of the market
• carrying out a merger or acquisition on the construction market
• planning a company strategy
• analysing investment opportunities on the Polish market of construction chemicals
• monitoring the competition on the market
• estimating own share on the market of construction chemicals in Poland
• preparing demand forecasts for construction chemicals
• developing own analyses for the board or shareholders
• planning distribution or sales of construction chemicals.

This report is highly recommended to:

• manufacturers and distributors of construction chemicals
• manufacturers and distributors from industries linked with construction chemicals (thermal insulation materials, wall materials, ceramic tiles)
• foreign producers of construction chemicals investing or planning to invest in Poland
• consulting, research and analysis agencies
• government institutions, embassies, universities and research institutes
• chambers of commerce, industry organisations, media houses, PR agencies
• financial institutions (banks, brokerage houses, investment funds).

Top manufacturers analysed in the report:

Atlas, Dolina Nidy, PPMB Izolmat, Izohan, Grupa Selena, Saint Gobain Weber Terranova, BASF Polska, KreiselTechnika Budowlana, Henkel Polska, Sika Poland, Mapei Polska, Baumit,Izolbet, IZOLBET, Sto Ispo, Farby Kabe Polska, Bolix SA, Cedat, CetcoPoland, Knauf Bauprodukte Polska, Sopro Polska, Greinplast, Soudal, Alpol Gips, MCBauchemie, Zakłady Chemiczne Anser, Franspol, Przedsiębiorstwo Wielobranżowe FAST, ICOPAL SA, QuickMix, Novol, Caparol Polska, Kerakoll Polska, Dryvit Systems USA (Europe), Remmers Polska, Solbet, SOLBET Stalowa Wola, SOLBET Lubartow S.A., Schomburg Polska, Uzin Polska, Izolacja Jarocin SA, Lakma Sat, Trade JKK SA, Torggler Polska, IZOLEX, Megaron SA, SKAŁA, Majster Pol Kosińscy Sp. J., PPH ADW, Promat TOP, Lubanta SA, Tremco illbruck, Kiesel Polska, Bauder Polska, Semin International, Toraed Chemical, Koester Polska, ITBUD.

Extract from this report

• In 2010 the size of the market of cement-based tile adhesives reached 384,000 tons – down by over 10% year on year
• The most popular thin-layer plaster in Poland is acrylic plaster, with a 37% share.
• 55% of thick-layer plasters are created by hand, the rest are produced mechanically.
• Mortars account for the highest share of construction chemicals made from half-products on building sites.

Market commentary by expert

After the years 2009-2010, a difficult period for the construction chemicals industry, 2011 saw the beginning of a recovery in the area of large building construction – the primary recipient of construction chemicals. This gives hope for further growth of this important but often underestimated segment of the market of construction materials.

Bartłomiej Sosna, Construction market Analyst

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1. Methodology p. 9

2. Executive summary p. 13

3. Adhesives for ceramic tiles and other types of cladding p. 23

   • Structure of the market p. 23
   • Purchasing trends p. 26
   • Main product brands p. 30
   • Size and value of the market and forecasts p. 31

4. Masonry mortar p. 33

   • Structure of the market p. 33
   • Purchasing trends p. 36
   • Main product brands p. 41
   • Size and value of the market and forecasts p. 42

5. Thermal insulation systems p. 45

   • Structure of the market p. 45
   • Purchasing trends p. 47
   • Main product brands p. 51
   • Size and value of the market and forecasts p. 51

6. Floor screed p. 53

   • Structure of the market p. 53
   • Purchasing trends p. 56
   • Main product brands p. 60
   • Size and value of the market and forecasts p. 61

7. Traditional thick-coat plaster p. 63

   • Structure of the market p. 63
   • Purchasing trends p. 67
   • Main product brands p. 71
   • Size and value of the market and forecasts p. 72

8. Interior finish plaster p. 75

   • Structure of the market p. 75

9. Cross-case analysis of the survey by product groups p. 77

   • Structure of the market p. 77
   • Purchasing trends p. 80
   • Size and value of the market p. 84

10. Development forecasts for 2012-2014 p. 87

    • Macroeconomic outlook p. 87
    • Projections for residential construction p. 88
    • Projections for non-residential construction p. 89
    • Projections for the market of ready-mix construction chemicals p. 90
    • Business conditions index in the construction chemicals industry p. 91
    • Pricing trends on the construction chemicals market p. 95
    • Legal changes relevant to the construction chemicals market in Poland p. 101

11. Competitive environment of the construction chemicals market p. 107

    • Assessment of the image of nine main product brands p. 107
    • Unaided awareness of the main product brands p. 110
    • Timeframe for market entry of new manufacturers p. 110

12. List of graphs p. 113

13. List of tables p. 119

14. About PMR p. 121

15. Contact PMR p. 122

List of graphs

1. Respondents’ positions in their companies      10
2. Number of people employed in the surveyed companies       12
3. Major customers of the surveyed companies      11
4. Types of work performed by the surveyed companies      11
5. Consumption of construction chemicals in Poland, by type of building, 2011      16
6. Consumption of construction chemicals, by new and existing buildings       17
7. Most popular places to buy construction chemicals      18
8. Structure of the ready-mix construction chemicals market in Poland (‘000 t), 2011      19
9. Structure of the ready-mix construction chemicals market in Poland (PLN m), 2011      20
10. Size (‘000 t) and change (%) for the ready-mix construction chemicals market in Poland, 2005-2014      21
11. Proportion of installed tiles in total area by new and existing buildings (percentage share)      23
12. Proportion of installed tiles in total metric area by urban and rural areas (percentage share)      24
13. Proportion of adhesive mortar in total area of installed tiles (percentage share)      24
14. Proportion of different materials used in total area of installed tiles (percentage share)      25
15. Total area of installed tiles by building type (percentage share)      25
16. Frequency of using a product system offered by a single manufacturer for fixing tiles      26
17. Change in the popularity of tile installation trends      27
18. Have you used, in the last two years, any novel product which appeared on the tiling adhesives market?      27
19. Main locations for purchasing adhesive mortar      28
20. Reasons for buying adhesive mortar from building wholesalers      29
21. Reasons for buying adhesive mortar from building stores      29
22. Relevance of different factors when selecting tile adhesive mortar      30
23. Unaided awareness of tile adhesive brands       30
24. Size (‘000 t) and growth (%) of the cement adhesive mortar market in Poland, 2005-2014      31
25. Value (PLN m) and growth (%) of the cement adhesive mortar market in Poland, 2005-2014      32
26. Proportion of constructed walls in total area by new and existing buildings (percentage share)      33
27. Share of constructed walls in total area by urban and rural areas       34
28. Proportion of masonry mortar in total area of constructed walls, by type (percentage share)      34
29. Proportion of wall construction materials in total area of constructed walls by type (percentage share)      35
30. Total area of constructed walls by building type (percentage share)      35
31. Do you happen to use home-produced mortar made of semi-products (cement, sand, water, etc.) on site?      36
32. How often do you use ready-mix mortar and mortar mixed from components on site?      36
33. Have you used, in the last two years, any novel product which appeared on the masonry mortar market?      37
34. Change in the popularity of wall construction trends      38
35. Locations for purchasing masonry mortar      38
36. Reasons for purchasing masonry mortar from building wholesalers      39
37. Relevance of different factors when selecting masonry mortar      39
38. Contractors’ capacity to influence selection of masonry mortar      40
39. Unaided awareness of masonry mortar brands       41
40. Consumption of masonry mortar in Poland (‘000 t), 2005-2014      42
41. Size (‘000 t) and growth (%) of the ready-mix masonry mortar market in Poland, 2005-2014      42
42. Structure of the ready-mix masonry mortar market in Poland (‘000 t), 2011      43
43. Structure of the ready-mix masonry mortar market in Poland (PLN m), 2011      43
44. Proportion of installed thermal insulation systems in total area by new and existing buildings (percentage share)      45
45. Proportion of installed thermal insulation systems in total area by urban and rural areas (percentage share)      46
46. Proportion of types of thermal insulation in total area of installed thermal insulation (percentage share)      46
47. Proportion of thin-coat plaster in total area of thermal insulation (percentage share)      46
48. Total area of installed thermal insulation by building type (percentage share)      47
49. Have you used, in the last two years, any novel product which appeared on the thermal insulation market?      47
50. Change in the popularity of thermal insulation trends      48
51. Locations for purchasing thermal insulation systems      49
52. Reasons for buying thermal insulation systems from building wholesalers      49
53. Relevance of different factors when selecting thermal insulation system      50
54. Contractors’ capacity to influence selection of a thermal insulation system      50
55. Unaided awareness of thermal insulation brands      51
56. Size (million m2) and growth (%) of the thermal insulation systems market in Poland, 2005-2014      51
57. Structure of the thin-coat plaster market in Poland (‘000 t), 2011      52
58. Structure of the thin-coat plaster market in Poland (PLN m), 2011      52
59. Proportion of installed screed in total area by new and existing buildings (percentage share)      53
60. Proportion of installed screed in total area by urban and rural areas (percentage share)      54
61. Total area of installed screed by building type (percentage share)      54
62. Proportion of installed screed by type (percentage share)      55
63. Proportion of screed made manually and mechanically (percentage share)      55
64. Does your company happen to use screed or flooring substrate mixed on site from ingredients (sand, cement, water, plaster, etc.)?      56
65. In how many cases do you use pre-mixed screed and screed mixed on site?      56
66. Have you used, in the last two years, any novel product which appeared on the screed market?      57
67. Change in the popularity of floor screeding trends      58
68. Locations for purchasing flooring screed      58
69. Reasons for buying screed from building wholesalers      59
70. Relevance of different factors when selecting screed      59
71. Contractors’ capacity to influence selection of flooring screed      60
72. Unaided awareness of flooring screed brands      60
73. Size (million m2) and growth (%) of the screed market in Poland, 2005-2014      61
74. Structure of the ready-mix screed market in Poland (‘000 t), 2011      61
75. Structure of the ready-mix screed market in Poland (PLN m), 2011      62
76. Proportion of traditional thick-coat plaster in total area by new and existing buildings (percentage share)      63
77. Proportion of traditional thick-coat plaster in total area by urban and rural areas (percentage share)      64
78. Proportion of traditional thick-coat plaster by type (percentage share)      64
79. Proportion of plaster applied manually and by machine spraying (percentage share)      65
80. Proportion of internal and external plaster (percentage share)      65
81. Average thickness of plaster (in cm)       66
82. Total area of applied plaster by building type       66
83. Do you happen to use plaster mixes prepared from ingredients (water, sand, cement, gypsum, etc.) on site?      67
84. In how many cases do you use ready-mix plaster and plaster mixed on site?      67
85. Have you used, in the last two years, any novel product which appeared on the plaster mortar market?      68
86. Change in the popularity of thick-coat plastering trends      68
87. Locations for purchasing thick-coat plaster      69
88. Reasons for buying plaster from building wholesalers      69
89. Relevance of different factors when selecting plaster mortar      70
90. Contractors’ capacity to influence selection of plaster mortar      70
91. Unaided awareness of plaster mortar brands      71
92. Size (million m2) and growth (%) of the thick-coat plaster market in Poland, 2005-2014      72
93. Structure of the ready-mix thick-coat plaster market in Poland (‘000 t), 2011      72
94. Structure of the ready-mix thick-coat plaster market in Poland (PLN m), 2011      73
95. Does your company provide finish plastering services for residential and non-residential buildings?      75
96. Proportion of finish plaster by new and existing buildings (percentage share)      76
97. Total area of finish plaster per building type (percentage share)      76
98. Consumption of construction chemicals, by new and existing buildings       78
99. Consumption of construction chemicals in urban and rural areas      79
100. Consumption of construction chemicals in Poland by type of building, 2011      79
101. Have you used, over the last two years, any novel construction chemical product?      80
102. Application of construction chemicals in Poland, by ready-mix and on-site mixed products      81
103. Most popular places to buy construction chemicals      81
104. Relevance of different factors when selecting construction chemicals      82
105. Contractor’s and investor’s capacity to influence a decision on selection of construction chemicals in Poland, 2011      83
106. Structure of the ready-mix construction chemicals market in Poland (‘000 t), 2011      84
107. Structure of the ready-mix construction chemicals market in Poland (PLN m), 2011      85
108. Floor space (million m2) and change (%) for housing units completed in Poland, 2005-2014      88
109. Floor space (million m2) and change (%) for non-residential buildings completed in Poland, 2005-2014      89
110. Floor space (million m2) and change (%) for public buildings completed in Poland, 2005-2014      90
111. Size (‘000 t) and change (%) for the ready-mix construction chemicals market in Poland, 2005-2014      90
112. Assessment of the company’s current financial standing      91
113. Projections for the financial standing of the company in the future      92
114. Assessment of the current value of the company’s order book      92
115. Projections for the number of orders placed with the company in the future      93
116. Change in the number of employees in the company in 2011 in comparison to the previous year      93
117. Projections for the number of employees in the company in 2012      94
118. PMR Construction Confidence Indicator, July 2004-September 2011      95
119. Price change for construction output and construction chemicals in Poland (%, y-o-y), January 2006-September 2011      96
120. Change in prices of selected works involving construction chemicals in Poland (%, y-o-y), January 2006-September 2011      96
121. Changes in prices of selected construction chemicals in Poland (PLN), Q1 2005-Q4 2011      97
122. Changes in prices of selected works performed using construction chemicals in Poland (PLN), Q4 2005-Q4 2011      98
123. Comparison between prices of works where construction chemicals are used and changes in prices of construction chemicals in Poland (%, y-o-y), Q4 2010/Q4 2011      99
124. Prices of materials used in the construction of a typical single-family house in Poland, May 2004-October 2011      100
125. What measures does your company take with regard to general contracting in order to execute contracts won below the investor’s cost estimate?      100
126. How long do you think the practice of offering prices lower than the investor’s cost estimate will last?      101
127. Aided awareness of construction chemicals manufacturers       108
128. Activity of construction chemicals manufacturers in Poland, 1989-2011      111

List of tables

1. General classification of nine key brands on the construction chemicals market in Poland      21
2. Unaided awareness of the main brands of construction chemicals in Poland, 2011      22
3. Forecasts for the main economic indicators in Poland for 2011-2014      87
4. Key changes in the EU law relevant to the construction chemicals market in Poland, 2010-2011      102-103
5. Key changes in the domestic law relevant to the construction chemicals market in Poland, 2010-2011      104
6. Key proposals of normative acts which may have a bearing on the construction chemicals market in Poland, 2010-2011       105
7. Price of the product as corresponding to its quality      108
8. Products worthy of recommendation      109
9. Manufacturer maintaining good relations with customers      109
10. General classification of key brands      109
11. Unaided awareness of the main brands of construction chemicals in Poland, 2011      110