Housewraps - Global Strategic Business Report

Global Industry Analysts, Inc, February 2012, Pages: 234

This report analyzes the North American market for Housewraps in US$ Million by the following Product Segments: Perforated Housewraps, and Non-Perforated Housewraps. Annual estimates and forecasts are provided for the period 2009 through 2017. A six-year historic analysis is also provided for this market.

The report profiles 42 companies including many key and niche players such as Alpha Pro Tech, Ltd., Berry Plastics Corporation, CS Fabric International Corporation, Dow Building Solutions, E. I. DuPont De Nemours And Company, Fiberweb Plc, Intertape Polymer Group, Johns Manville, Owens Corning, Pactiv Corporation, Polymer Group, Inc., Raven Industries, Inc., and The Fortifiber Building Systems Group. Market data and analytics are derived from primary and secondary research. Company profiles are primarily based upon search engine sources in the public domain.

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HOUSEWRAPS

A NORTH AMERICAN MARKET REPORT

CONTENTS

I. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS
Study Reliability and Reporting Limitations I-1
Disclaimers I-2
Data Interpretation & Reporting Level I-3
Quantitative Techniques & Analytics I-3
Product Definitions and Scope of Study I-3
Perforated Housewraps I-4
Non-Perforated Housewraps I-4

II. A NORTH AMERICAN MARKET REPORT

1. MARKET OVERVIEW II-1
A Quick Primer II-1
Market Traits II-1
Current Market Scenario II-1
Growth Slips Amid a Cooling World Economy II-1
World Beyond Recession II-2
Trends & Issues II-2
Climatic Extremes Offer a Strong Business Case II-2
Focus on Energy Efficient Buildings Throws the Spotlight on
Housewraps II-3
IRC Code Offers Impetus to Growth II-3
Product Innovation Keeps Consumer Interests Sufficiently Kindled II-4
Tough Market Conditions Force Manufacturers to Innovate II-4
The Market Faces the Heat of Product Substitution II-5
Optimism Prevails Over Challenges Confronted II-5
Widespread Consumer Awareness: A Crucible for Success II-5
Making the Right Choice II-6
Table 1: Installed Cost of Weather Resistant Barriers
(2007): Breakdown of Estimated Costs in US$ per 1000 Sft by
Cost component II-6
Demand Drivers in a Capsule: A Recapitulation II-7

2. PRODUCT OVERVIEW II-8
Weather Resistive Barriers: An Indispensable Part of Modern
Architecture II-8
Housewraps Vs Building Papers: A Comparison II-8
Housewraps: A Definition II-9
Advantages of Housewraps II-9
Weather Resistance II-10
Moisture & Water Resistance II-10
Air Retarders II-11
UV Resistance II-12
Types of Housewraps II-12
Perforated Housewraps II-12
Non-Perforated Housewraps II-12
Right Wrap: Making the Right Choice II-13

3. RECENT INDUSTRY ACTIVITY II-14
Propex Operating Company unveils NapaWrap™ Coastal HouseWrap II-14
CertainTeed Corporation Launches New CertaWrap™ Weather
Resistant Barrier II-14
Alpha Pro Tech L T D Launches REX™ Fortis II-14
Benjamin Obdyke Inks Distribution Agreement with Fiberweb II-14
Fiberweb, Inc. Inks Distribution Deal with Capital Lumber II-15
BEI's CAT 5 Joins PROSOCO's R-GUARD family of air and water
resistive barriers II-15
PROSOCO and BEI Enter into High-Tech Weather- Proofing
Partnership II-15
Knauf Insulation Takes Over Australian Building Foils II-16
Canwel Building Materials Enters into an Agreement with
Engineered Coated Products II-16
Paslode® Launches CapStapler Housewrap Stapling System II-16
Freudenberg Politex Group to Start New Housewraps Production
Lines II-17
New Typar Peel & Stick Flashing Launched II-17
Fiberweb Introduces New Typar® StormWrap™ Weather- Resistant
Barrier II-17
Innovative Designs Unveils New Housewrap II-18
Alpha Pro Tech Wins ICC-ES Nod for REX Wrap Products II-18
Raven Launches Fortress Pro™ Housewrap II-18
James Hardie Launches HardieWrap™ II-18
APT Subsidiary Signs Agreement for Supply of Housewrap Products II-19
Huttig Enters into National Agreement with Fiberweb to
Distribute Typar Products II-19
Berry Plastics Merges with Covalence Specialty Materials II-20
DuPont Launches DuPont™ Tyvek® CommercialWrap® D II-20
DuPont Rolls out DuPont™ Thru-Wall Flashing II-20
Pactiv Introduces GreenGuard MAX Building Wrap II-21
Benjamin Obdyke Introduces Home Slicker® 10 Plus Typar® II-21
Johns Manville Launches New Seal-It™ Range of Housewrap Tape
and Flashings II-22
Fortifiber Introduces Innovative Hybrid Housewrap II-22

4. FOCUS ON SELECT PLAYERS II-24
Alpha Pro Tech, Ltd. (Canada) II-24
Berry Plastics Corporation (USA) II-24
CS Fabric International Corporation (USA) II-24
Dow Building Solutions (USA) II-24
E. I. DuPont De Nemours And Company (USA) II-25
Fiberweb Plc (UK) II-25
Intertape Polymer Group (USA) II-26
Johns Manville (USA) II-26
Owens Corning (USA) II-26
Pactiv Corporation (USA) II-26
Polymer Group, Inc. (USA) II-27
Raven Industries, Inc. (USA) II-27
The Fortifiber Building Systems Group (USA) II-27

5. MARKET PERSPECTIVE II-28
Table 2: North American Recent Past, Current & Future Analysis
for Housewraps by Country - US and Canadian Markets
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2009 through 2017 (includes corresponding
Graph/Chart) II-28

Table 3: North American Historic Review for Housewraps by
Country - US and Canadian Markets Independently Analyzed with
Annual Sales Figures in US$ Million for Years 2003 through
2008 (includes corresponding Graph/Chart) II-29

Table 4: North American 15-Year Perspective for Housewraps by
Country - Percentage Breakdown of Dollar Sales for US and
Canadian Markets for Years 2003, 2011 & 2017 (includes
corresponding Graph/Chart) II-29

Table 5: North American Recent Past, Current & Future Analysis
for Perforated Housewraps by Country - US and Canadian Markets
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2009 through 2017 (includes corresponding
Graph/Chart) II-30

Table 6: North American Historic Review for Perforated
Housewraps by Country - US and Canadian Markets Independently
Analyzed with Annual Sales Figures in US$ Million for Years
2003 through 2008 (includes corresponding Graph/Chart) II-31

Table 7: North American 15-Year Perspective for Perforated
Housewraps by Country - Percentage Breakdown of Dollar Sales
for US and Canadian Markets for Years 2003, 2011 & 2017
(includes corresponding Graph/Chart) II-31

Table 8: North American Recent Past, Current & Future Analysis
for Non-Perforated Housewraps by Country - US and Canadian
Markets Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2009 through 2017 (includes
corresponding Graph/Chart) II-32

Table 9: North American Historic Review for Non-Perforated
Housewraps by Country - US and Canadian Markets Independently
Analyzed with Annual Sales Figures in US$ Million for Years
2003 through 2008 (includes corresponding Graph/Chart) II-33

Table 10: North American 15-Year Perspective for
Non-Perforated Housewraps by Country - Percentage Breakdown of
Dollar Sales for US and Canadian Markets for Years 2003, 2011
& 2017 (includes corresponding Graph/Chart) II-33

6. THE UNITED STATES II-34
A.Market Analysis II-34
Market Overview II-34
Housewraps Market Crumbles Under Recessionary Pressures II-34
Construction Activity Nosedives in the US - Bitter Facts II-34
Table 11: Housing Starts in the United States (2006-2012):
Yearly Breakdown of Number of Housing Starts (In 000
Units) (includes corresponding Graph/Chart) II-35

Table 12: Housing Starts in the United States (2006-2010):
Yearly Breakdown of Number of Housing Starts (In 000s) by
Size of Housing Unit - Single, 2-4 and 5+ Units (includes
corresponding Graph/Chart) II-36

Table 13: Housing Starts in the United States (2006-2010):
Yearly Breakdown of Number of Housing Starts (In 000s) by
Family Size - Single and Multiple Family (includes
corresponding Graph/Chart) II-36

Table 14: Housing Starts in the United States (2006-2010):
Yearly Breakdown of Number of Housing Starts (In 000s) by
Regions - North East, Mid-West, South, and West (includes
corresponding Graph/Chart) II-37

Table 15: Building Permits in the United States (2006- Mar
2011): Yearly Breakdown of Number of Permits (In 000s)
(includes corresponding Graph/Chart) II-38

Table 16: Building Permits in the United States (2006-
2009): Yearly Breakdown of Number of Permits (In 000s) by
Size of Housing Unit - Single, 2-4, and 5+ Units (includes
corresponding Graph/Chart) II-38

Table 17: Building Permits in the United States (2006- Mar
2011): Yearly Breakdown of Number of Permits (In 000s) by
Family Size - Single & Multiple Family (includes
corresponding Graph/Chart) II-39

Table 18: Building Permits in the United States (2006- Mar
2011): Yearly Breakdown of Number of Permits (In 000s) by
Region - North East, Mid-West, South, and West (includes
corresponding Graph/Chart) II-40
Market Share Statistics: II-41
Table 19: US Market for Housewraps (2011): Percentage
Market Share Breakdown of Leading Players (includes
corresponding Graph/Chart) II-41

Table 20: US Market for Housewraps (2011): Percentage
Market Share Breakdown of Distribution Channels (includes
corresponding Graph/Chart) II-41
B. Market Analysis II-42
Table 21: US Recent Past, Current & Future Analysis for
Housewraps by Product Segment - Perforated Housewrap and
Non-Perforated Housewrap Markets Independently Analyzed with
Annual Sales Figures in US$ Million for Years 2009 through
2017 (includes corresponding Graph/Chart) II-42

Table 22: US Historic Review for Housewraps by Product
Segment - Perforated Housewrap and Non-Perforated Housewrap
Markets Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2003 through 2008 (includes
corresponding Graph/Chart) II-43

Table 23: US 15-Year Perspective for Housewraps by Product
Segment - Percentage Breakdown of Dollar Sales for
Perforated Housewrap and Non-Perforated Housewrap Markets
for Years 2003, 2011 & 2017 (includes corresponding
Graph/Chart) II-43

7. CANADA II-44
A.Market Analysis II-44
Canadian Construction Industry Faithfully Mirrors Recession
- Squeezes Demand for Housewraps II-44
Key Statistics II-44
Table 24: Housing Starts in Canada (2006-2010): Breakdown
of Number of Housing Starts by Province (includes
corresponding Graph/Chart) II-44

Table 25: Building Permits in Canada (2006-2010): Breakdown
of Value of Building Permits (in $ Million) by Building
Type (includes corresponding Graph/Chart) II-45

Table 26: Building Permits in Canada (2006-2010): Breakdown
of Value of Building Permits (in $ Million) by Province &
Territory (includes corresponding Graph/Chart) II-46

Table 27: Canadian Construction Industry (2007-2011):
Breakdown of Capital Expenditures (in $ Million) (includes
corresponding Graph/Chart) II-47
B.Market Analytics II-47
Table 28: Canadian Recent Past, Current & Future Analysis
for Housewraps by Product Segment - Perforated Housewrap and
Non-Perforated Housewrap Markets Independently Analyzed with
Annual Sales Figures in US$ Million for Years 2009 through
2017 (includes corresponding Graph/Chart) II-47

Table 29: Canadian Historic Review for Housewraps by Product
Segment - Perforated Housewrap and Non-Perforated Housewrap
Markets Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2003 through 2008 (includes
corresponding Graph/Chart) II-48

Table 30: Canadian 15-Year Perspective for Housewraps by
Product Segment - Percentage Breakdown of Dollar Sales for
Perforated Housewrap and Non-Perforated Housewrap Markets
for Years 2003, 2011 & 2017 (includes corresponding
Graph/Chart) II-48

III. COMPETITIVE LANDSCAPE

Total Companies Profiled: 42 (including Divisions/Subsidiaries - 50)

------------------------------------------
Region/Country Players
------------------------------------------
The United States 37
Canada 8
Europe 4
Germany 1
The United Kingdom 1
Italy 1
Rest of Europe 1
Asia-Pacific (Excluding Japan) 1
------------------------------------------

Housewraps, a part of the building products industry, has long played a pivotal role in revolutionizing architectural dynamics of residential and non-residential constructions. Primarily developed for use with timber-framed houses, housewrap is used in nearly two-thirds of new houses being constructed in North America. Growing market awakening about the importance of energy efficiency in home building is throwing the spotlight on the use of housewraps serving as an efficient weather-insulation exterior building product. With energy costs spiraling in recent years, consumers’ priorities have shifted towards the housing designs that help save energy. Also with majority of the building codes in North America having minimum requirements in terms of glazing, vapor barriers, insulation, and also a selection of heating units of greater combustion efficiency, housing designs that ensure high energy efficiency have become a de-facto standard for new age constructions. Predominantly used in new residential and commercial construction, demand for housewraps is closely tied to the overall economic growth, and health of the construction industry. The housewraps market hit a speed breaker manifested in the form of the 2007-2009 world economic recession that brought out the construction/housing industry as the major casualty.

The market which is now staging a comeback will in the upcoming years be driven partly by effervescent product innovations, renewed emphasis on sustainable construction technologies and partly by the much-awaited resurgence in residential and non-residential construction projects. Demand for the Housewraps is expected to witness a major boost in the upcoming years with the International Residential Code (IRC) legislated in the year 2006 mandating the use of water resistive barriers in all new residential constructions. Strict implementation of regulatory riders will ensure a greater market for housewraps as the economy, and along with it the construction industry recovers from the present downturn.

With over two decades of presence in the mainstream market, technology innovation and developments in material science over the years has had a multiplier effect on the advantages offered by the housewraps market, giving it a cutting edge. The market has been witnessing numerous new innovations on the product front. Developments in materials over the last two decades have led to the introduction of advanced and highly versatile synthetic housewrap materials, which offer dual protection against water penetration and air/dust infiltration, while simultaneously helping moisture to escape through the exterior envelope thus keeping the walls dry. A prime reason fingered for the effervescence in product innovation is the growing awareness among homeowners and homebuilders over the impact exerted by climate on wall systems.

Turning on the heat in the housewraps market is the recent emergence of new weatherization systems, which are pitted as competitors and alternatives to housewraps in terms of both performance and cost effectiveness. The new sheathing systems have been developed to help builders fulfill newly evolving building requirements, in addition to building houses that are well shielded from air infiltration and moisture intrusion. Despite the growing threat from alternative products, the market for housewraps is ablaze with optimism stemming from the perception that the perceived threat of product substitution will have negligible impact on player market shares, at least in the short to medium term.

Housewraps in the US, which traditionally has been a highly concentrated market clearly dominates the North American market, as stated by the new market research report on Housewraps. Strong and proven distribution networks, equally strong brand equity, ability to competitively price products, maintaining vibrant relationships with builders, contractors, architects and engineers, and innovative products, are all factors which play a pivotal role in helping to grow and shore up profitability margins. The relatively niche Canadian housewraps market is set to display a generous growth rate of about 17% through 2017 as construction activity in the residential and non-residential sectors gains traction post recession. The Federal International Residential Code (IRC) 2006 stipulations are playing a vital role in catalyzing growth in the Non-Perforated Housewraps market in North America. The segment is a strong contender, capturing a sizeable chunk of the market and slated to expand over the years at a rapid CAGR of over 16% over the analysis period.

Key players profiled in the report include Alpha Pro Tech, Ltd., Berry Plastics Corporation, CS Fabric International Corporation, Dow Building Solutions, E. I. DuPont De Nemours And Company, Fiberweb Plc, Intertape Polymer Group, Johns Manville, Owens Corning, Pactiv Corporation, Polymer Group, Inc., Raven Industries, Inc., and The Fortifiber Building Systems Group.

Global Industry Analysts ©

- Alpha Pro Tech, Ltd.
- Berry Plastics Corporation
- CS Fabric International Corporation
- Dow Building Solutions
- E. I. DuPont De Nemours And Company
- Fiberweb Plc
- Intertape Polymer Group
- Johns Manville
- Owens Corning
- Pactiv Corporation
- Polymer Group, Inc.
- Raven Industries, Inc.
- The Fortifiber Building Systems Group.

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