Market Research. Alts & Adds and Decking

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1 Market Research Alts & Adds and Decking

2 Market Research Discussion is based on two Projects Assessment of Future Trends in Size and Design Preference Domestic and Light Commercial Applications (PNA ) Timber Product Opportunities in the House Remodeling Markets (PNA ) Carried out in 2009 (4 years old)

3 Definition: Remodeling = Alteration & Additions I would also like to acknowledge the support from FWPA in conducting these two research projects

4 Presentation Contents & Projects Outputs Literature review Attitudinal survey Consumers Specifiers Builders Retailers Strategic recommendations and actions

5 Literature Review

6 Literature Review Alterations and Additions Timber industry focuses mainly on the new building market and not on the Alts/Adds market (but there are exception to the rule) The range of timber products for the new construction market is more than adequate to service the Alts/Adds market. Timber companies appear to have shifted away from more traditional forms of product marketing to one relying very heavily on the internet.

7 Literature Review - Decking Threats New materials WPC, bamboo Bushfire requirements Customers expectation (i.e. pine decking quality) Too many sizes (Australian, European and US) Slip resistance properties of timber decking?

8 Consumers Attitudes Research conducted by Brand Story

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14 FWPA s Consumers Tracking % Visually attractive Wood Bricks Steel Plastic Concrete No Materials % Environmentally friendly Wood Bricks Steel Concrete Plastic No Material Low cost or affordable Positively impacting climate change 60 % Plastic Wood Concrete Bricks Steel No Materials 60 % Wood Plastic Bricks Steel Concrete No Material

15 Nothing Surprising Here Evoked descriptors for wood rooms include warm, comfortable, relaxing, natural, and inviting. University of British Columbia, 2006 Appearance Wood Products and Psychological Well-being by Rice, Kozak, Meitner, Cohen

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31 Very consistent findings across all groups

32 Very consistent findings across all groups

33 Very consistent findings across all groups

34 Very consistent findings across all groups

35 Very consistent findings across all groups

36 Very consistent findings across all groups

37 Alterations and Additions Consumer

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45 Timber Decking

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70 Specifiers, Builders and Retailers Alteration and Additions

71 New or Alts/Adds Market Most specifiers felt that there was no need for the timber industry to delineate multiple suitability of any product i.e. it was clearly understood now that a timber cladding was suitable for new work, A&A, commercial buildings etc However, multi referencing greatly assisted web site location when those references were entered into search engines as key words.

72 New or Alts/Adds Market Example Decking can be used in multiple areas

73 Alts & Adds Products From specifiers, builders and retailers, there was general consensus that the timber industry does offer a range of products that services this market segment reasonably well. 45% of specifiers and 60% of builders would like to see greater availability of pre-assembled timber components. This figure was 40% for merchants. 65% of specifiers and 80% of builders would like to see greater availability of pre-finished timber products. This figure was 100% for merchants.

74 Pre-finished Products For all, the primary reason was improved quality control that would be expected from the factory environment

75 Pre-Primmed Products More than half of the positive responses towards more pre-finished products carried the condition that primers would need to be greatly improved over what was most commonly available now

76 Best and Worst Features - all Best attributes of timber Appearance - warmth Character - comfort Worst attributes of timber Solid timber external cladding is labour intensive (expensive) Straightness general stability Versatility - ease of use - flexibility Maintenance for all external applications Diversity and availability - affordability Durability Environmental attributes Flammability - fire resistance properties Technical information incomplete and difficult to obtain

77 Suggested New Product Pre-finished ply/panel products with joint spacers - like tiles

78 Other Suggested New Product More pre-assembled components (greater quality control) More lower grade (feature) products use more wood less waste Prefabricated panel flooring system

79 Other Suggested New Product Move sheet materials to hard metric sizes More assistance with calculating loads / sizes (span tables) More products to suit fire hazard situations (mainly bushfire) Greater range and access to more traditional moulding profiles including heritage looking products

80 Inspiration Photographs are by far the greatest source for providing inspiration for design ideas Company and Industry web sites need to offer inspirational examples via case studies and/or photo galleries

81 Specifiers, Builders and Retailers Decking

82 WPC Decking Virtually all specifiers, except those in Perth were aware of WPC decking options. This situation was reflected in the builders and merchants. However, from all groups there was little knowledge of bamboo decking except in Sydney WPC decking products generally have not made significant in-roads with specifiers Note 2009 info findings

83 WPC Decking Only small percentage of specifiers and builders had specified or used WPC for decking and they were reasonably satisfied with the end product Dislikes marks easily gets very hot requires predrilled fixing unnatural colour hollow sections allow vermin feel and texture Why specify lower maintenance

84 WPC Decking Merchants surveyed did not generally stock WPC products but would freely buy them in to meet any order demand

85 Bamboo Decking All groups there was little knowledge of bamboo decking except in Sydney

86 Timber Decks All specifiers and builders surveyed had either specified or built a deck comprising natural timber decking. When asked if they were satisfied with the end result, all responded positively The most common positive attribute of timber decking from specifiers, builders and merchants was appearance & comfort The most common negative attribute from these groups was maintenance, movement and twisting

87 Timber Decks The present range of sizes available for timber decking is considered adequate by most specifiers, builders and timber merchants. Where this view was not absolute, some wider board options was mentioned. However, if products with increased thicknesses could resolve some of the negatives associated with pine decking

88 Pine Decking From all sources, pine decking was chosen only when price was the paramount criteria 30% of specifiers would not specify pine decking irrespective of price 25 % of builders either won t use it at all or won t unless specified by someone else 10% of timber retailers will not recommend pine decking under any circumstances

89 How to improve Pine Decking Pine as a decking product requires more preparation i.e. sealing all round prior to fixing. More comprehensive recommendations need to be compiled and promoted to specifiers and builders. Improve fire performance characteristics (bushfire)

90 Timber Decking Findings Most respondents were generally satisfied with the concept of natural timber decking as they understood it except for a common and strong dislike for the maintenance requirements that went with it Species most favoured are MERBAU / KWILA and then Australian high durability hardwoods. Where timber decking is specified, the accompanying sub-structure, bearers and joists, are predominately in timber this response from all sectors

91 Concealed Fixings In favouring of concealed fixings of timber decking Specifiers, 30% Builders, 10% Retailers are largely without a view Concealed fixings are generally more associated with WPC decking than with natural timber

92 Strategic Recommendations Everybody loves wood without question But don t mention where it comes from There is a need to fix up maintenance requirements for external timber usage Every sector interviewed thinks they have a say or can influence the specification of building materials, even if they can t

93 Strategic Recommendations Alts and Adds Market Provide readily accessible inspiration images and cases studies for used by consumers and specifiers. No need to provide sector specific resources Request of more pre-finished or pre-fabricated products, irrespective of sector Better index company web sites (boarder application range) so that they are found easier by searchers engines

94 Strategic Recommendations Decking Do something about pine decking Where possible reduce maintenance requirements Minimise WPC inroads by talking up timber benefits Dark colours are the current fashion Improve fire performance for bushfire areas

95 Strategic Recommendations Two short document capturing the findings and survey recommendations to the industry and are available off FWPA s Website

96 Thank you Questions