Interconnection Consulting’s 2026 online mystery shopping study, in which a total of 57 German prefabricated house manufacturers were evaluated between April and May 2026, reveals a remarkable contradiction: Never before have so many manufacturers responded to customer inquiries, yet many still fail to guide potential buyers effectively through the sales process. Significant weaknesses remain, particularly in answering specific questions, customer orientation, and proactive follow-up, leaving considerable sales potential untapped. Fast responses remain the exception With a final response rate of 97.2%, manufacturers achieved a new record. 64.2% of companies replied to the initial inquiry. Following a reminder email, the response rate increased to 86.2%, and after an additional telephone call, it reached 97.2%. At the same time, however, response speed deteriorated: only 56.0% of manufacturers replied within 24 hours (the timeframe customers typically expect). Companies that take longer risk losing potential customers before the sales process even begins. More than one in four manufacturers failed to answer a single question The quality of responses remains a major concern. Only 23.5% of manufacturers answered all questions completely, while 28.2% failed to address any of the questions asked. The evaluation covered topics including energy efficiency, heating systems, government subsidies, and photovoltaic solutions. Many manufacturers limited their responses to generic standard information or simply referred customers to future consultation appointments. "Customers who submit an inquiry expect clear answers to their specific questions. Our results show that there is often a significant gap between response speed and the actual quality of the consultation," says Allison Carranza. Follow-up remains the biggest weakness The most significant shortcomings were identified in proactive follow-up. Only 15.6% of manufacturers contacted the customer again after their initial response or followed up to determine whether further interest existed. Last year, this figure was still 30.6%. As a result, around 85% of inquiries are no longer actively pursued after the first reply. "A prefabricated house is rarely sold after a single email. The greatest sales opportunity is not lost during the initial contact, but afterward. This is exactly where many manufacturers are leaving significant potential untapped," explains Allison Carranza. The best-performing manufacturers of 2026 Overall, FingerHaus, Petershaus, Hanse Haus, and Haas Fertigbau rank among the top-performing companies in this year's study. These manufacturers demonstrate communication practices that significantly increase the likelihood of a successful sale. At the same time, the study continues to reveal substantial performance differences between the industry leaders and the market average. The results also indicate that manufacturers have recognized the importance of responding quickly but, in many cases, have forgotten how to keep the sales conversation alive throughout the customer journey. About the Study The study is based on a mystery shopping approach. Prefabricated house manufacturers were contacted via email using standardized inquiries regarding a residential construction project. Companies that did not respond within one week received a reminder email and, if necessary, were subsequently contacted by telephone. The evaluation assessed both hard skills (response times, completeness of answers, and provision of information materials) and soft skills (competence, unique selling propositions, empathy, customer orientation, and closing focus). The companies evaluated include leading German prefabricated house manufacturers such as WeberHaus, HUF HAUS, FingerHaus, SchwörerHaus, Bien-Zenker, OKAL, ELK, Hanse Haus, Regnauer Hausbau, and Danwood. Contact Information Interconnection Consulting Allison Carranza, Market Analyst Phone: +43 1 585 46 23 – 50 Email: carranza@interconnectionconsulting.com

Following a challenging year in 2025, the Austrian office furniture market is set to stabilise in 2026 as companies begin redesigning their work environments to create attractive alternatives to working from home. Height-adjustable sit-stand workstations alone are expected to grow at an annual rate of 6.8% through 2029 – significantly faster than the overall market. However, the real recovery is still ahead: for 2027, a marked acceleration in growth is anticipated, with the market projected to expand by 6.3% year-on-year. The Austrian market is expected to grow by a moderate 1.0% to EUR 262.3 million in 2026, following a decline of 7.9% in the previous year – a sign that confidence is returning, albeit cautiously. The slow start reflects the fact that, after a year of postponed investments, companies are still weighing whether to reinvest in office space, while construction activity is only gradually picking up. Central and Eastern Europe is recovering much faster: the CEE office furniture market is forecast to grow by 5.3% in 2026, reaching EUR 1.25 billion, supported by stronger underlying economic growth and a more active construction sector across the region. The two markets are also developing in different directions. Austria is the more ergonomics-focused market, where sit-stand workstations already account for 9.4% of sales, compared to just 2.5% in Central and Eastern Europe. This segment is experiencing the strongest growth in Austria, alongside lounge seating, which is designed to encourage informal interaction between colleagues. In contrast, the CEE market remains more traditional, with swivel chairs alone accounting for 31.7% of total sales. The sales structures highlight another divide between the two markets. In Austria, almost 59% of office furniture sales are made directly from manufacturers to customers, which is a distinctive feature of the Austrian market. In Central and Eastern Europe, direct sales account for only 39.7%. “In the medium term, the CEE region has very strong growth potential, as there is a trend towards higher-quality solutions. There is still plenty of room for growth,” says Frederik Lehner, Managing Director of InterConnection. In the coming years, competition will increasingly shift from products to workplace concepts. Manufacturers will need to offer solutions that combine ergonomics, flexibility and digital integration while also addressing growing customer price sensitivity. At the same time, the office is evolving into a place that fosters collaboration and corporate culture rather than simply providing desks and chairs. Looking ahead, both markets are expected to continue growing through 2029: Austria is projected to reach a market volume of EUR 303.1 million, while the CEE market is expected to approach EUR 1.46 billion, driven by ongoing investments in modern work environments and the continuing recovery of office construction activity.

The European thermal insulation market reaches €20.6 billion in 2026 and is pointing toward recovery — but with clear winners and losers depending on each country's energy policy. The great energy efficiency thermometer in Europe has two very different faces: while Turkey records growth of +16.2%in value in the thermal insulation sector, Italy falls -10.9% following the end of its Superbonus programme. The data reveals that regulation and public incentives are, today, the primary driver — or brake — of the market. This is the central finding of the IC Market Forecast – Thermal Insulation 2026, published by Interconnection Consulting. The report confirms that the sector has moved past its post-pandemic hangover and is poised for a steadier phase ahead, with market value expected to grow by 2.3% in 2026. This growth will be driven primarily by a renewed approach to energy efficiency in the residential sector, which is projected to account for 65% of total market demand. Mineral wool is forecast to lead on the product side with a 40.8% market share, while prices are expected to hold firm compared to previous years, even as high interest rates and weaker construction activity continue to create headwinds. The regional divergence is stark. Turkey leads European growth (16.2%) thanks to stricter insulation requirements and rigorous enforcement of energy efficiency regulations across both new builds and renovations. Bosnia follows with +10.0%, driven by rising energy and electricity costs alongside EU-backed subsidy programmes, while Portugal records +6.2% growth, benefiting from its national recovery plan and increasing demand tied to energy certification requirements in the property market. At the other end of the spectrum, Italy suffers the sharpest blow. The scaling back of the Superbonus — a fiscal incentive programme that had transformed the renovation sector — triggered a -10.9% contraction. The Nordic countries (-7.9%) and Slovenia (-6.6%) also retreated, weighed down by weakening residential construction and broader economic headwinds. The pattern across all underperforming markets is consistent: where policy incentives disappear or stall, so does demand. "Markets that successfully align regulation, energy costs, and renovation incentives will outperform the European average over the next growth cycle," says Robert Lukac, author of the study. Looking ahead, the outlook is cautiously optimistic. The European thermal insulation market is projected to reach €23.860 billion by 2029, sustained by renovation demand and long-term decarbonization targets. The shift toward high-performance and sustainable insulation materials is expected to shape both market dynamics and competitive positioning in the years ahead. The competitive landscape is shaped by major international players including Austrotherm, Bauder, Baumit, Ceresit, Etex, Kingspan, Knauf, Owens Corning, Rockwool, Ruukki, Saint-Gobain, Sto, Wacker and Xella, all playing a central role in driving innovation and defining the future of European insulation.

Spanish pet owners spend €34 less per year on pet food than Swiss consumers, one of Europe’s most mature pet markets. However, rather than reflecting lower commitment towards pets, this gap reveals a market characterised by strong loyalty, established purchasing habits, and increasingly informed consumers. This is one of the key findings of the study IC Customer Insight – Pets 2026 by Interconnection Consulting, based on more than 2,500 interviews with pet owners across Europe, including 504 respondents from Spain. The research highlights a market with distinct characteristics and considerable untapped growth opportunities, particularly outside the food category. While average annual spending on pet food in Spain is also €9.6 below Germany and €5.6 below Italy, the study concludes that lower spending does not imply lower consumer involvement. More than 60% of consumers purchase pet food products at least every two weeks, reflecting high levels of loyalty and highly stable purchasing routines. The report also highlights an increasingly informed market. Around 88.1% of consumers consider product composition a key purchasing factor, while 67.5% actively search for information before buying — the highest rate identified in the study. However, the situation changes considerably outside the food segment. Fewer than 30% of pet owners are able to spontaneously name a pet toy brand, reflecting an accessories market that remains underdeveloped in terms of brand positioning and consumer awareness. Spain also stands out due to the importance of veterinary clinics as a purchasing channel. With a market presence of 16.8%, veterinarians are not only healthcare advisors but also influential sales channels with significant impact on consumer purchasing decisions. "The Spanish market is far more mature than spending levels alone would suggest. Loyalty in pet food is already well established, but categories such as accessories and toys remain widely open from a brand positioning perspective. This creates a significant opportunity for manufacturers capable of building awareness and differentiation," says Aritz Blanco, author of the study at Interconnection Consulting.