However, the lack of awareness of quality construction chemical products is acting as a major restraint to market expansion. Suppliers are therefore undertaking awareness campaigns and are engaging in brand building exercises to increase their market share and capitalise on opportunities.
New analysis from Frost & Sullivan (chemicals.frost.com), South African Markets for Construction Chemicals, finds that the market earned revenues of $137.3 million in 2007 and estimates this to reach $195.1 million in 2014.
"The booming construction industry is fuelling demand for construction chemicals," notes Frost & Sullivan Industry Analyst Mani James. "Tighter project deadlines will lead to extensive usage of construction chemicals during the pre- and post-construction phases."
Construction chemicals, when used in the right proportion and for the right application, add value to the constructed structures, concrete and mortars. Growing demands on construction firms to complete projects on time will result in the increased usage of construction chemicals in the coming years.
However, low brand awareness of construction chemical products and negative perceptions in the minds of customers will dampen uptake levels. There has also been a slowdown of construction activity, making it harder for suppliers to sell construction chemicals to end users.
"Substandard construction chemical products are available in the market and customers are often not aware of the product they are buying," cautions James. "This often results in negative perceptions about construction chemical products in general."
Customer-focused marketing campaigns to increase the awareness of construction chemical products are not only important to change customer mindsets, but are also critical to garner a substantial share of the market.
"Companies need to be more proactive in building product awareness and brand building to educate customers about the benefits of using quality products," concludes James.
If you are interested in a virtual brochure, which provides manufacturers, end users, and other industry participants with an overview of the South African market for construction chemicals, then send an email to Patrick Cairns, Corporate Communications, at patrick.cairns[.]frost.com, with your full name, company name, title, telephone number, company email address, company website, city, state and country. Upon receipt of the above information, an overview will be sent to you by email.
South African Markets for Construction Chemicals is part of the Chemicals & Materials Growth Partnership Service programme, which also includes research in the following market: which also includes research in the following markets: Strategic Opportunities for the Biofuel Industry in Key Sub-Saharan African Countries and Southern African Markets for Biofuel Feedstocks. All research included in subscriptions provide detailed market opportunities and industry trends that have been evaluated following extensive interviews with market participants. Interviews with the press are available.
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South African Markets for Construction Chemicals - M349