Growing demand for Outdoor wood in the UK

Transcription

1 1998 the UK garden revolution Growing demand for Outdoor wood in the UK Steve Young Director Timber Decking & Cladding Association we discovered wood works out doors Decking timber sales growth Decking related growth areas Deck design & installation services Metal fixings and connectors 1998 under 5m m m m Surface finishes, aftercare and maintenance Modular outdoor parapet systems Market outlets expand significantly Total market value around 300m in 2009 Increasingly segmented by material and outlet

2 1998 UK decking market drivers Period of economic growth Lifestyle marketing focus new concepts Garden magazines start to show timber decks Consumer demand start to emerge Major retailer test markets imported materials UK supply chain starts to produce machined pressure treated softwood decking materials Market research highlights Low awareness about decking Low levels of knowledge about: Timber for out door use Properties and use of preservative treated wood Quality Deck design and installation good practice Aftercare Need for guidance and coordination Not a job for an individual company with a direct commercial interest in the market To promote awareness of and demand for well designed, high performance, timber decks Established January 1999 TDA 11/3/2010

3 TDA strategic focus Consumer and professional audiences Technical guidance Telephone and help-lines Good practice publications DeckMark quality scheme Generic information linked to commercial sources Media active Publications Technical bulletins Builders guides Designers manual Code of Practice 60 years Media strategy TV- celebrity endorsement Radio TDA Deck Doctor Feature articles Photo library Topical issues Adverse comment response

4 Timber Decking m UK softwood decking sector m Other Softwoods Hardwoods Softwoods 80% E. Redwood E. Whitwood Southern Pine Western Red Cedar Modified woods Hardwoods 17% Temperate: Oak, larch Tropical: Ipe,Iroko etc Others 3% Composite wood-polymer UPVC E. Redwood 52% E. Whitewood 25% Modified woods 1% Southern Pine 15% Western red cedar 7% TDA 04/11/ Domestic consumption = 55% DIY = 70% Professional = 30% UK deck extension and remodeling market 10% 3 Enhance 1 Build 2009 Commercial consumption = 45% 2 Extend

5 UK Decking market outlook Established concept design sophistication Replacement and remodelling growth Promotion by market entrants Wood s environmental credentials Global warming impact on Standards Increasing leisure time New homes standards NHBC Use of more marginal building land Adoption of decking is opening up opportunities for other outdoor wood applications Potential to grow to 200 million by 2018 Pressure treated outdoor wood BS/EN 335:1 Outdoor wood Use Class Description of use Applications 3a 3b External coated: Out of ground contact External uncoated: Out of ground contact Cladding, deck boards, balconies, ballustrades noise barriers etc Deck boards, ballustrade, joists, cladding, support battens and frames, fence rails, bridge superstructures Growing viability of wood as an outdoor material Sustainability scheme awareness and credibility UK economic policy based on low carbon strategy Designers turning to wood as best low carbon material 4 External: Direct ground or freshwater Contact Posts, poles, sleepers, earth retaining, bridge support, dyking timber etc,

6 UK outdoor wood opportunities Decks and boardwalks Fencing highways, agricultural, domestic Sound barriers Bridges Dykeing timber Jetties and piers Earth retaining walls Garden buildings Pergolas and arbors Garden furniture Street furniture External cladding UK Cladding Market Analysis 2007 E What s driving designers to use timber cladding Commercial & public building design - encouraging originality and innovation - setting the example Cost effectiveness and build time savings Code for sustainable buildings Emergence of modified woods Total volume: 1.6 million m² Estimated value: 30 m Potential to grow to 60 m by 2015 and 90m by 2018 Source: TDCA

7 E. Redwood & Whitewood 28% Cladding market 2015 forecast structure Larch 10% Modified woods 20% UK Timber cladding market research feedback Key issues: quality, durability, sustainability and surface maintenance TDA 04/11/10 Hardwood 5% SYP Siding 10% Western red cedar 27% Information needs identified: - materials performance - modified woods - factory applied finishes - design and installation technical guidance - preservation and fire retardants - aftercare systems TDCA Cladding objectives Major UK suppliers ask TDA to takes on cladding role Cladding strategy agreed 2009 To create relevant, comprehensive generic specification and technical information Launch quality assurance scheme - CladMark To provide CPD training online and face to face Outdoor wood engineered structures 2012 Promote awareness about the benefits of cladding, material choices, good practices and sources To bring commercial benefit to our members

8 TDCA - Key success factors Challenges to outdoor wood opportunities Niche marketing strategy Low levels of generic knowledge about wood Low overheads Supply chain structure and expertise Focus on quality materials and practices Competitive product strategies Integrated marketing and materials sourcing policy Economic climate Flexibility and speed of response to market/members needs Treatment quality Long term commitment Long term commitment - industry inertia TDA 11/10/10 TDA 11/10/10

9 Summary Opportunities in several sectors The Carbon factor - tackle climate change use wood Action needed to counter the greenwash of competitive materials Action needed on quality scheme for treated wood Growing demand for Outdoor wood in the UK BS8417 revised standard communications Action needed to educate specifiers and buyers Needs a dedicated champion with the ability to influence Steve Young Director Timber Decking & Cladding Association TDA 11/10/10