Chemical Construction Products, Construction Materials and Tools

Background  /  Solutions / References

Since 2000, construction investment in Germany has been declining and consequently, only limited growth perspectives exist for new construction on the short and mid-term view. On the other hand, retrofit of an aging building stock is becoming more important..

This is particularly influenced by the energy-saving decree (EnEV), which from 2008 foresees the issue of energy passports for new and existing buildings (for owner or tenant changes).  The objective is to provide a new remedy measure that supports energy saving in buildings (e.g. CO2 building refurbishing program) - a stimulation of demand for modernizing measures, especially the energetic refurbishing of buildings. In Germany however, the impact on increase of demand is limited at present. Due to the widely spread uncertainties regarding suitable support programs, many building owners still refrain from retrofit activities.   

A similar effect can be observed in other European countries where Consultic has also conducted studies in the building and construction product markets. Generally, the current conversion of the EU directive on energy performance of buildings will lead to an increase of demand for retrofit products, e.g. insulation material, sealing materials and other construction chemicals.

Following the increase of retrofit measures in the construction sector, the importance of related target groups and trades will change. As shown in the last structural analyses of construction trades published by Consultic in 2007 trades like painters, carpenters, etc. expand their business towards neighbouring trades, e.g. insulation. With retrofit measures, such trades become increasingly important as market intermediaries for construction products. They have direct contact with building owners, propose suitable technical solutions, and most often select supplier and brand.

For the marketing of building and construction products, a detailed knowledge about the structures and preferences of the right target groups is therefore of utmost importance in order to optimize target-group-specific marketing. In this sector, Consultic regularly conducts structural analyses of various trades.