wood plastic composite decking spanish market 2015
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We solve problems, We grow businesses
Business Growth and Marketing consultancy Home Improvement and Building Products Specialists
1 ©2015. OneGrow Business Growth & Marketing Consultancy · www.one-grow.com
WPC DECKING SPANISH MARKET IN 2015 How much has your business grown in Spain last year..?
As we forecast two years ago, the Spanish WPC
decking market has shown significant growth for
the period 2013‐2014, exceeded 50% YoY. The
growth has been one of the most dynamic in
Europe during 2014, considering the current
average growth rate in other main European
markets.
Thus, the WPC decking market has been growing
steadily in Spain since the late 2000’s.
Beyond the crisis of consumption that settled in
Spain in the last years, some drivers have propelled
the growth of the WPC decking market. The
synchronization of some key factors like the growth
of investment in home improvement, the
investment in the hospitality sector and now the
recovery of the household spending, have been the
main drivers of growth.
SOME USEFUL INSIGHTS ABOUT THE SPANISH MARKET FOR WPC DECKING SECTOR BUSINESS EXECUTIVES.
• The sales of WPC decking boomed in 2014 in
Spain exceeded 50%, opening the way for some
years of expansion and growth. Some international
brands have managed to capitalize on that growth.
• US brands Fiberon and Timbertech have
reinforced its dominance in the segment of high‐
performance solid profiles. One of them reached
record sales in 2014, consolidating its market
dominance in this segment.
• The market share of Asian products (Std+Capped)
exceeds 50%.
• The WPC capped decking continues to gain
traction in the market. An Asian brand has gained
significant market share during 2014 due to its
value‐for‐money and it is expected to grow in 2015.
• B2B average price has fallen by around 10% in all
product segments since 2012, mainly due to
product‐line extensions and the increase of cheap
imports from Asia.
• In Spain, as in the rest of Europe, the traditional
wood flooring distribution channel remains as the
main sales channel for WPC decking.
• In Spain, there are some factors such as the
weather, lifestyle and tourism industry, that open
new business opportunities for the WPC decking,
which do not exist or are minimized in other
European markets
• Due to different indicators, we predict at least
three‐four years of significant growth for the WPC
decking sector in Spain, before it will show some
signs of maturity.
• Imports of tropical wood grew over 10% last year
after years of stagnation, confirming the positive
trend of the sector.
• Some price/margin corrections would lie ahead
due to the mix and evolution of USD/Euro
exchange rate and/or oil prices.
We solve problems, We grow businesses
Business Growth and Marketing consultancy Home Improvement and Building Products Specialists
2 ©2015. OneGrow Business Growth & Marketing Consultancy · www.one-grow.com
SPANISH WPC DECKING MARKET. Domestic B2B prices 2014
Source: OneGrow ©2014
Are your competitors growing faster than you are,
while your distributors are missing sales targets again…?
OneGrow Business Consultancy specializes in providing
commercial growth strategies for Home Improvement
and Building products firms.
For further information you could contact
Amadeo Farias, Director
Email: af@one‐grow.com
Tel: +34 605 045 451
www.one‐grow.com
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WPC decking brands