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Laszlo Barla

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Market Analyst at Interconnection Consulting since 2013, Industry Expert for market data and product trends. Laszlo Barla is responsible for the preparation of studies and market forecasting models within the construction industry and gastronomy. He heads various consulting projects and is an expert in internationalization.

Contact me without obligation, I support you gladly!

Tel:+43 1585462368

E-mail:barla@interconnectionconsulting.com

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Eastern European Window Industry Badly Hit

Sales in the Eastern European window market will decrease by 7.4% in 2020 compared to the previous year. A new study by Interconnection Consulting expects that this year alone the total window market in Eastern Europe is set to decline by more than 270 million euros. The fall in the industry caused by the COVID 19 crisis will continue unabated in 2021. Market recovery is not in sight until 2022 at the earliest.

Tough Case

With around 46 percent of sales, Russia & Ukraine have the largest share in the entire Eastern European window market. In 2020, the slump in this region will amount to 8.3%. Despite the large decline this year, Russia is the only region in Eastern Europe that is supposed to exceed the 2019 market level by 2023. “However, the forecast for Russia is particularly uncertain because it depends heavily on political developments,” explains Laszlo Barla, author of the study. The countries Hungary / Romania / Bulgaria / Greece will be hit even harder by the COVID-19 crisis this year, with a minus of 12.0%. This region will suffer another double-digit drop in 2021. The Baltic countries will also see a double-digit decline in 2020. Window sales in Croatia, Serbia, Bosnia-Herzegovina, Slovenia will decrease by 7.0% this year and by 10.8% in 2021. The economically most robust region of Eastern Europe with the Czech Republic, Slovakia & Poland will experience a slight but a long-lasting downward trend. A recovery is not expected until 2023.

Metal and Renovation on the Rise

With around two thirds of the market volume, residential construction is the largest business segment for window sales in Eastern Europe. The sharp decline in the new construction sector can be partially offset by the renovation sector in the residential construction sector. Due to increased government initiatives on energy efficiency, the renovation sector is becoming an increasingly important sector and could increase its share to 53.1% by 2023. When it comes to frame materials, PVC dominates in all Eastern European countries with a market volume of almost 2.8 billion euros. Metal windows are in second place (1.2 billion euros) and are set to show better growth for the next few years. Metal sales will grow by an average of 1.3% annually until 2023. Longitudinally, metal will increase its market share (volume) from 13.9% in 2015 to 15.2% in 2023. Static capabilities, maintenance and appearance make metal windows the darling of architects.

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Window Market in Western Europe in the Dark

Sales in the Western European window market will decrease by 9.8% in 2020 compared to the previous year. This fall in the industry due to the COVID 19 crisis is set to continue unabated in 2021. The market is not set to recover before 2022 at the earliest. However, even then, the pre-crisis level will not be reached again until later, according to a study by Interconnection Consulting.

Different Faces of the Crisis

The market volume in the markets examined is set to decrease from €19.0 billion to €17.9 billion until 2023. The region of Southern Europe (Italy, Spain, Portugal) was hit the hardest, and is expected to experience a drop in volume of 15.6% in 2020. Like in all other regions of Western Europe, the market will not recover until 2022. The average annual decline in sales on the window market in Southern Europe will be 3.7%, according to the study. The United Kingdom & Ireland are also in for a difficult time. Here, too, the decline in sales for 2020 will be in the double-digits. The crash is even set to accelerate in 2021. In addition to the pandemic crisis, economic uncertainty due to Brexit is also affecting the mood of investors. The France & Benelux market will be hit very significantly. While the decline for this year remains in the single-digit range, a sales decrease of 12.2% is expected in 2021. The recovery in 2022 will also be very moderate compared to the other regions. In the Nordic countries (Norway, Sweden, Denmark, Finland), a decline of 8.6% is expected for this year, with Sweden (-9.8%) and Finland (-9.5%) experiencing the largest drops. In the long-term, the study predicts Sweden will be hit hardest in the region, with an average decline of 2.5% annually until 2023. The DACH region (Germany, Switzerland, Austria) is set to recover from this crisis the fastest. The study predicts that the pre-crisis level can almost be reached again by 2023.

Renovation Sector as a Silver Lining on the Horizon

Residential construction is the larger category for window sales in Western Europe, representing two thirds of the market volume. The sharp decline in new construction (-3.6% annually until 2023) can be partially offset by the more important business catgegory: renovation, which holds a share of 69.1%, and will experience a smaller annual decrease of -1.9%. In France in particular, the share of this segment is expected to increase sharply in the next few years from 60.7% to 63.5% due to tax reliefs when replacing windows.

Wood-Aluminum Windows on the Rise

When it comes to frame materials, metal is the front runner with a turnover of €6.4 billion, followed by PVC at around €4.9 billion. The sales figures, however, tell a very different story. PVC has been able to expand its dominant position for many years and now has a market share of 42.7%, while the sales share of metal as a frame material has declined since 2010, hitting 26.3% in 2020. This also applies to wooden windows. As a combination, however, wood and aluminum are in demand. While the wood-aluminum market share was 7.9% in 2010, it is set to reach 11.4% in 2020.

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Long Path of Suffering Ahead for the Window Branch

COVID-19 is not only terrifying the world, but also sending the window market in the DACH region (Germany, Austria, Switzerland) into a recession for the next few years. Forecasts show that sales in the window industry will decline by 7.2 % in the DACH region in 2020. Between 2019 and 2023, the average annual decline in sales will be one percentage point, as shown in a new study by Interconnection Consulting.

Due to the special situation, uncertainties must be taken into account in the Interconnection forecast. The study figures represent the most realistic scenario at present. Following this scenario, the new construction segment (-7.0% expected for 2020) and the renovation segment (-7.4%) are equally affected by the crisis. The slump in the residential construction segment is particularly hard on the industry, as this area is responsible for around two thirds of sales. Regardless of today’s crisis, combinations will continue to gain ground in the field of frame materials following the trend. Wood / aluminum frames, which had a market share of 14.9% in 2019, will increase their share to 15.6% by 2023. The plastic / aluminum windows will increase in this period from 7.5% to 8.0%. The wooden window, on the other hand, will continue its dramatic decline and will only have a share of 11.8% by 2023. In 2015 it had a share of around 14%.

A Slight Rise in Germany is Expected Only After 2022

German sales in the industry are expected to decline by 6.0% this year compared to 2019. Sales can only be expected to return to the pre-crisis level in 2023. Residential construction in particular is severely affected by the pandemic and its economic consequences- the result being a sharp decline in building completions. The most popular frame material by far is PVC, which accounts for around half of the sales market. Especially between 2015 and 2019, PVC benefited greatly from the new building boom, since public construction projects in particular were strongly driven by the price. Metal is in second place, followed by wooden windows. These are often replaced in the renovation sector by wood / aluminum frames, whose market share is continuously increasing.

Innovative Austrian Market as a Shield Against Crisis

In Austria, too, COVID-19 will send the window industry into recession in the next few years. The average decline in sales will be 0.4% annually until 2023. This will reduce the market value from over 850 million euros in 2019 to 838 million euros in 2023. In the coming years, residential construction will fall back to the level of 2015, which at the same time has strong consequences for the entire window market, which owes two thirds of its turnover to residential construction. The Austrian market has a European unique selling point, in that it is dominated by material combinations. Together, wood / aluminum and PVC / aluminum combinations have a market share of 46.7%. “The innovative capacities of Austrian manufacturers will also be needed to master this crisis,” explains Laszlo Barla, the author of the study.

Sharpest Decline Expected in Switzerland

The recession in the window market is very much on the agenda for Switzerland, too. Between 2019 and 2023, the decline will average at -1.7% annually. From today’s perspective, non-residential construction will get through the crisis faster than residential construction. Wood / aluminum combinations represent over 40 % and are the strongest selling product segment in Switzerland, closely followed by PVC windows.

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Europe's window markets are far from united

Windows as a product are becoming more and more technologically alike across Europe, but international differences in buying behaviour are gigantic, shows a recent study by InterConnection Consulting. While the brand is what counts in Austria and safety is the main factor in Germany, Polish buyers are especially interested in innovations, although this may seem surprising. This information is based on a survey of 500 homeowners from Germany, Poland, France, Austria and Great Britain.

 

Brand Awareness Highest in Poland

 There are big differences in Europe when it comes to the importance of window brands. Poland is the country in which brands play the biggest role. Oknoplast, Drutex & co. have managed to create a brand awareness, achieving a free recall of 16% – 32%. The brand per se is also an important reason for purchase in Poland. Austria is similar, with Internorm and Josko performing just as well with free recall values ​​around 20-30%. The situation is quite different in Germany, where the top window brands are experiencing a low-single-digit free-recall, while Velux (a roof-top window manufacturer) and Schüco (a system supplier) have reported significantly higher values.

 

Bargain Hunters Dominate the German Market

There are also European differences when it comes to reasons for purchase and price sensitivity. Germany has the largest share of „bargain hunters“ at 35%. Here, the window buyers are often focused on discounts, they compare prices and are not willing to pay more for brands. France, however, is the opposite, boasting 35% high-priced window buyers. These customers are enthusiastic about innovations and like to pay more if the product meets their high requirements. The distribution across buyer types varies greatly in each of the countries studied.

 

Wooden Windows Fail to Retain Customers

The Interconnection window study also examined window materials across homes. PVC is the most commonly used frame material among homeowners and is the most popular in all countries studied. Overall, homeowners are satisfied with plastic windows and are barely willing to switch to another material. The willingness to change is 15% lower than with any other material. Wooden windows paint an entirely different picture. Across Europe, home owners with wooden windows were extremely happy to switch to another material: between 53% and 67% of the owners of wooden windows would opt for another material at the next purchase, preferably PVC. The main reason for this trend is the high maintenance wooden windows require. Furthermore, it seems wooden windows have not (yet) benefitted from the new ecological and climatic awareness.

 

Online Affinity Highest in Poland

Poland boasts a particularly high use of online channels for window- research and purchases. 75% of Polish buyers use online resources, such as manufacturer- or retailer-websites, to inform themselves about brands and products before buying their windows. Poland is also the country with the most online window-purchases in Europe. By contrast, window buyers from France show the least willingness to purchase windows directly online.

 

No Such Thing as the „European Window Buyer“

The international differences in the buying behavior of window buyers will remain relatively stable over the next few years. If you want to be successful in the European window market, you should be aware of the different purchasing habits and align your sales and marketing strategy accordingly.

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Growth in the Austrian Window Market is Losing Momentum

In 2016, the Austrian window market posted a moderate increase for the first time in years. Since then, the trend has solidified in the following years (17-18) due to the good economic development. For 2019, Interconnection Consulting expects the growth rate to ease off again slightly (+ 0.3% growth by volume and + 1.0% growth by value). The Austrian window market has a volume of 2.5 million window units in 2019, with manufacturer revenues amounting to 837 million euros.

Decline in Renovation

Around 56% of the market volume comes from refurbishment. However, new construction has gained a lot of market share in recent years. The proactive residential construction strategy in Vienna and robust building completion rates in the federal states have been strong market drivers for the window market in new construction since 2017. Interconnection expects renovation to remain negative after sales rates of -2.4% in 2019. The reasons for this are the lack of transparency with regard to available subsidies, and in some cases lack of  appeal to make use of subsidies, as these are associated with high construction requirements

Solid Increase for Object Construction

The contract segment for window sales is developing positively in 2019 (+ 2.5% expected). Again, new construction is the stronger market driver (+ 3.9%). The construction of industrial buildings in Austria is the strongest market force for commercial construction.

Plastic and Combinations Dominate the Market

The largest product group in Austria is the plastic window with a quantitative market share of 41.5% in 2019. Plastic windows benefit from growth segments such as social or multi-storey housing, among others. While plastic window imports from Eastern Europe are rapidly increasing in other European countries (such as Germany and France), import pressure in Austria is not particularly high. Austria has a very high proportion of combinations (plastic / aluminum or wood / aluminum) in international comparison, which goes to show the unique and innovative strength of the Austrian window market and its strong domestic brands.

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Two-thirds of German Window Dealers Give Automatic Discounts

A mystery shopping test conducted by Interconnection Consulting revealed that 66% of dealers offset their high window prices by offering automatic discounts. Overall, there are large price differences among the 20 window brands surveyed. There also happen to be geographic price differences. Southern Germans, for example, have to dig deeper into their pockets when purchasing windows than their compatriots in the north.

 

With an average price of EUR 342.70, Northern Germany has the least expensive PVC windows on offer. Far more expensive are the Southeast and Southwest regions, where average prices for PVC windows are 10% and 18% higher, respectively. However, the most expensive region in this segment is the East (EUR 408.30). In the wood/aluminum window segment, the highest average price of EUR 704.60 can be found in the Southwest, followed by the West, the Southeast, and the North at EUR 655.90.

 

Installation Most Expensive in the East

For comparable wood/aluminum windows (1000 x 1400), the price difference between the cheapest and most expensive providers is 100%. “You’re not just paying for security features or good heat values, you’re also paying for the brand,” explains Viorica Jeler, author of the study. In the case of PVC lift-and-slide doors, the average price was EUR 3,405 and thus significantly lower than in Austria (EUR 4,280). The mystery shopping test also inquired about installation prices. The average price in Germany was EUR 2,557, slightly higher than in Austria (EUR 2,274). Interestingly, the cost of installation was highest in the East (EUR 3,096) and lowest in the West (EUR 2,007). Regarding window suppliers, many of them offset their high installation prices by offering generous discounts. Around two-thirds of the dealers (66%) grant automatic discounts.

 

Safety Pays Off

Features like lockable handles that increase window safety generally go hand-in-hand with higher prices. Compared to standard models, prices for safety windows are on average roughly one-third higher. In Austria, customers pay significantly more, namely 61.1%, for safety windows than for standard models. Interestingly enough, increased safety in wood-aluminum windows is much more expensive than with PVC windows. “This is just one indication that there are still many price potentials to be exploited in the German window market, in spite of what one often hears that the customer is only interested in the price,” explains Viorica Jeler, author of the study.

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Large Price Differences Characterize Window Market

A mystery shopping test conducted by Interconnection Consulting reveals large differences in window prices in Austria. A total of 17 window brands were examined. Enhanced safety and better insulation increase the costs of windows. There are also geographical price differences. Residents in Tyrol, for example, pay more for PVC windows than elsewhere.

 

A Premium for Safety

At a price of EUR 452.50, Tyrol’s PVC windows are even higher than Vienna’s (EUR 403.10), followed by Burgenland (EUR 380.60) and Vorarlberg (EUR 370). Prices rise considerably especially when increasing the safety of the windows, with features like lockable handles. Compared to the standard model, the prices for safety-enhanced windows are, on average, 61.1% higher. For PVC windows with a Ug value of 0.5 (thermal transmittance of the window glass) and a Uw value of 0.71-0.75 W/m²K (thermal transmittance of the window plus the frame), the average price for windows with enhanced safety is EUR 424.40. The test revealed that, at EUR 231.30, WAKU offers the least expensive standard-size (1,000 x 1,400 mm) PVC windows, while Rieder, at EUR 832.90, leads the high-end market.

 

Highest-Priced Wood-Aluminum Windows in Vienna

For standard-safety wood-aluminum windows with a Ug value of 0.5, the price was EUR 625.40. For added safety, customers were expected to pay EUR 665.20 on average. Wood-aluminum windows with a Ug value of 0.6 are a third more expensive, due mainly to the better frame and depth values. On average, the surcharge for windows with added safety was 42.3%. Wood-aluminum windows are most expensive in Vienna, with an average price of EUR 740, and cheapest in Styria (EUR 534.40). Among the dealers participating in the test, Strussnig sells (EUR 532.50) the lowest-priced wood-aluminum windows (1,000 x 1,400). Hrachowina lies at the opposite end of the price range. For PVC lift-and-slide doors, the average price stood at EUR 4,280. “You’re paying not only for safety features and good thermal values, but also for the brand,” Viorica Jeler, author of the study, explains. For wood-aluminum lift-and-slide doors, the average price is EUR 6,700.

 

Rebates Instead of Lower Prices

The mystery shopping test also inquired about installation prices. The average price was EUR 2,274. Overall, the installation prices were highest in Vorarlberg (EUR 2,886) and lowest in Carinthia (EUR 1,860). Among the window companies, Rieder compensates its high installation prices with generous rebates. Rieder ranks a clear first in rebates, with 46.5%, followed by Bruckner (23%) and Rekord (20%). Roughly half of the dealers (51%) automatically offer rebates, whereas 10.3% offer rebates only after dealing with the customer in person or when drawing up the contract.

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Prompt Response Now the Norm

As businesses continue to understand the growing importance of online communication with their customers, Interconnection Consulting decided to analyze how the 34 leading Austrian manufacturers of prefabricated homes react to online customer inquiries. The results show that, compared to last year, manufacturers have improved their online customer service. Their reaction time to query emails fell by nearly 10%.

Prompt Response Now the Norm

Companies are getting better at tapping into the potential of the internet for generating leads. Of those companies contacted, 69.4% reacted to a customer’s initial online inquiry. Following a reminder email and a phone call, the percentage of companies who responded jumped to 96.8%. More than two-thirds responded within two days.

Wide Range of Responses

Overall, the prefab home manufacturers reacted in widely different ways. Whereas 39.3% did not respond to any of the customer’s four questions regarding warranty, building regulations, financing, and energy, a quarter of the companies (25.2%) took the time to answer all of the questions. In addition, a third of the manufacturers (33.3%) offered additional information in electronic format in attempts to persuade their interested customers; 20.3% provided printed material. However, after sending out the information, the manufacturers fell short of their ostensible goals: only 21.4% of the companies who sent info followed up to ask if their customers were still interested in a home. “Advertising costs accrue without a follow-up. Ads are not being monitored as to their efficiency. And businesses are losing customers due to poor tracking and record keeping,” explains Viorica-Maria Jeler, author of the study.

In-Person Meeting Preferred

Companies utilize online communication to create a link to the offline world. The manufacturers under investigation chose different methods of closing a deal. Two-thirds (66.1%) suggested an in-person meeting, 16.1% preferred a phone call, and nearly one in ten (8.9%) was content with corresponding by email.

In this study, Interconnection tested the 31 leading Austrian prefabricated home manufacturers. To do so, the manufacturers were contacted with a specific question regarding possible business. Their responses were then analyzed.

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China’s New Economy Cools Down Global Window Market

The global window market reached a volume of €68.8 billion in 2017, corresponding to a sales volume of 442.9 million window units and representing a growth of 2.4% over the previous year. According to a new study by Interconnection Consulting, annual sales will continue to rise by 3.3% until 2021.

China’s Bull Economy Stagnating
China is by far the largest global window market, with nearly one in three windows (30.8%) being sold there. In terms of sales volume, however, China’s market share of 15.9% is only third worldwide, lagging behind Western Europe (25.8%) and North America (21.5%). This disparity stems from China’s attempt to accomplish its massive urbanization efforts with inexpensive sash windows and simple metal frames, whereas demand in Europe, for example, is clearly for high-quality, energy-efficient windows (with a high R-value). On account of the cool down in China’s housing construction, due in part to anti-corruption measures adopted by the government, double-digit growth rates would seem to be a thing of the past. For this reason, Interconnection Consulting expects only a moderate annual growth of 2.9% up to the year 2021. By comparison, India is the region with the largest growth worldwide (+5.9%), stemming in part to gradually rising labor costs in China and South Korea, which, in turn, has resulted in a higher employment rate and increased construction activities in India.

North American Market Edging Towards Saturation
Growth in North America is expected to rise 3.3% this year, which is “already a sign of market saturation,” according to Laszlo Barla, author of the study. Market dynamics in recent years have grown increasingly weaker. In addition, the Trump administration has given rise to a degree of uncertainty among both buyers and lenders across the country. Similar growth (+3.1%) is forecast for Latin America in 2018. The most-recent economic figures have raised expectations that the national economies in South and Central America will continue to recover. Certain risks do remain, however. Certain South American currencies (the Columbia peso and the Brazilian real) are still among the most volatile in the world.

Low Interest Rates Bolster Europe’s Window Market
Not until 2015 did the Western European window market start seeing renewed growth following the heavy toll it took from the financial crisis of 2008. Currently, the region is benefitting from low lending rates, making investments in private housing construction attractive and thereby bolstering the window market. In the previous year, window sales grew 3.2%. Yet the window sector is threatened by ever-diminishing land available for construction and the concomitant rise in real estate prices. In similar developments, Eastern Europe also saw a turnaround in growth as of 2015 – though with even higher growth rates. Sales grew 6.0% in 2017. Low interest rates, rising salaries, and an efficient labor market with sinking unemployment are all factors enabling more and more people in Central and Eastern European countries to be able to afford a home of their own.

Housing Construction Gains Market Shares
Metal frames still manage to represent the highest-volume product group globally with 187.4 million units, followed by PVC windows (164.2 million units) and wood windows (73 million units). PVC windows are expected to register the largest growth in sales, with an average annual growth rate of 4.0% to the year 2021. Double-pane windows continue to be the dominant window type with a sales volume of 270 million units, followed by single-pane windows (104 million) and triple-pane windows (67.4 million units). Triple-pane windows also have the greatest growth potential (5.2% annually to 2021). In general, the share of housing construction to non-residential construction is increasing and is currently (2017) at 61.5%.

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Window Dealers Remain Shut to Online Inquiries

Online inquiries in the Austrian window market continue to go neglected. According to a recent mystery shopping test undertaken by Interconnection Consulting, 86% of the participating window firms did not even respond to an initial online inquiry. In the investigation, 115 of the leading window producers in Austria were contacted with a specific question regarding possible business. Their responses and their offers were then analyzed.

 

Customers Need Perseverance

Of the 115 companies contacted, a mere 16 responded to an initial inquiry. The response rate rose to 60% after a follow-up email. Only when contacted a further time by phone did 90% of the analyzed dealers respond to the inquiry regarding windows and lift-and-slide doors. Viorica Jeler faults the dealers’ responses: “The emails are largely hand crafted instead of using standardized phrasing to cover the gist of the sale.” A stunning 10% of the dealers did not even respond after a follow-up call and email.

 

Answers Seldom Adequate

Although nine out of ten dealers did respond to the inquiry in the end, only 35.9% of dealers studied actually responded to all four of the questions asked, while 37.2% of the dealers did not answer a single question. Companies responded most often (46.2%) to the technical question (whether installation, removal, and disposal are provided), followed by information regarding burglary protection (44.9%), warranty (42.3%), and government subsidies (39.7%). The length of time it took for a response also left something to be desired. Responding within 24 hours has become an internet standard. However, only 26% of the companies that responded did so within this time frame. On average, customers waited 6.4 days for a response. Most of the inquiries were answered in four days (median value).

 

Business Dealings Show Room for Improvement

Of the dealers who responded, 76.7% made an offer, a rate just marginally above last year (75.0%). In their responses, the dealers revealed preferences in working with various brands. For example, a German brand was offered (1.3%) instead of the requested Austrian brand, and instead of a specifically requested brand dealers offered a different one (6.3%). Less than a quarter of the dealers (23.1%) sell additional products through cross-selling initiatives. The study also shows that only few dealers seemed actively interested in closing a deal: just 11.5% of the dealers who made an offer followed up by asking if the customer was still interested or had any questions. More than two-thirds of the dealers who made an offer were unsatisfied with communicating in writing and suggested a phone call and/or an in-person meeting.

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Finestre in Italia 2019

Percezione del mercato delle finestre italiane attraverso agevolazioni fiscali

A causa degli incentivi fiscali del governo, i quali stanno dando i suoi frutti soprattutto nel settore delle ristrutturazioni, il mercato delle finestre in Italia crescerà del 4,4% nel 2019, secondo un recente studio di Interconnection Consulting. Complessivamente, lo scorso anno il mercato delle finestre ha raggiunto un volume di 1,57 miliardi di euro. Nei prossimi tre anni, si prevede che il mercato italiano delle finestre avrà una crescita annua del 2,7%, dovuta soprattutto all’incremento nel settore delle costruzioni.
Il settore delle ristrutturazioni è particolarmente vantaggioso
Lo Stato italiano assegna alle famiglie uno sgravio fiscale del 50% in caso di ristrutturazione. Inoltre, la fiducia nel settore delle costruzioni e delle finestre è alimentata anche dalla promessa di un cosiddetto “eco-bonus”. Ciò permette alle famiglie di avere un alleggerimento fiscale del 60-65% in caso di ristrutturazione delle loro case. D’altronde il settore abitativo continua a guidare il mercato delle finestre avendo una crescita media prevista del 6,4% entro il 2022, con una quota di ristrutturazione pari all’83,8%.
Il PVC prende il comando
Nel 2017, per la prima volta in Italia sono state vendute più finestre in PVC che finestre in metallo. Sei anni prima, le vendite di finestre in PVC erano dietro a quelle di metallo e legno, che erano tradizionalmente i componenti della produzione vetraria italiana. La tendenza del 2018, nella quale vede la quota di finestre in PVC al 36,9% e il metallo solo al 30,6%, continuerà con molto probabilitá anche in futuro. Nel 2022, Interconnection stima che la quota di mercato del PVC arriverá al 40,9%, quella del metallo si abbasserá al 29,1%, e le finestre in legno si aggireranno intorno al 15,6%. “Questa tendenza è dovuta alla richiesta di materiali più economici e all’ingresso sul mercato dei produttori di finestre polacchi”, spiega Vito Graziano, autore dello studio. Mentre in altre parti dell’Europa occidentale le combinazioni stanno vivendo una ripresa, in Italia il PVC/Metallo (+ 0,9%) e Legno/Metallo (+ 1,3%) continueranno a perdere quote di mercato nel 2019, con una crescita bassa.
Fornitori dall’Europa dell’Est con prezzi più bassi
I produttori dell’Europa orientale, in particolare, beneficiano della forte domanda di finestre in PVC. L’azienda polacca Eko-Okna, entrata nel mercato europeo come un grande principiante, è cresciuta lo scorso anno di circa il 40% ed è molto ben rappresentata in Italia. L’arrivo di molti produttori dall’est ha anche abbassato i prezzi delle finestre in PVC, facendo registrare un abbassamento intorno al 2,4% nel 2018. D’altra parte, combinazioni come PVC/Metallo sperimenteranno un aumento sostanziale dei prezzi. Difatti, entro il 2022 i prezzi di questo segmento aumenteranno dell’1,6% l’anno.

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IC Events

Vienna Window Convention 2020

Due to recent events we announce our new date for the 2nd Vienna Window Convention on 19 & 20 November 2020! This year our 1.5-day conference for the window industry will be held under the motto Strategies | Sales | Innovations. With Dr. Andreas Sönnichsen we present a public health expert who will open this year’s congress on living with the corona virus & the future from a public health perspective.

Also in 2020 we will make Vienna the meeting point of the window industry. As before, the focus will be on innovators and influential personalities in the industry who drive and shape the development of the markets. We take a look at strategies that became necessary after the crisis and analyse their effects on the industry. Best cases in the areas of digitalization, sustainability and BIM are also on the programme, as well as first-hand information and personal exchange, is in focus !

 

STRATEGIES | DISTRIBUTION | INNOVATIONS

After the opening by Dr. Andreas Sönnichsen (MedUni Vienna) on the effects of the current crisis, Patrick Seitz (aluplast & EPPA) will present approaches to reconcile sustainability and corporate growth in his lecture Green prospects. Helmuth Berger (Internorm) gives strategic input regarding distribution and positioning and Jens Eberhard (Oknoplast Germany) shows strategies of the price market leader to position the company successfully also in terms of distribution. With Roberto Antoniotti (Voilap Digital) we will look at digitalization in distribution. He presents new approaches to Retail 4.0 for windows and doors.

Two market analyses provide additional input on strategic positioning: Christoph Blepp (S&B Strategy) presents current study results on the window industry, as well as challenges and opportunities it is facing.  The digital turnaround and the changes that come with it are the focus of attention. And as InterConnection, we will then present a contribution on the window market(s) after the Corona crisis, analysing in particular the effects on the industry.

With Patric de Hair (Plan.One), we will focus on digital cooperation with architects. Plan.One, the search and comparison portal for building products, forms an interface between the digital planning level of architecture and the manufacturers of building products. The expert Christopher Strobel (CS Consulting), who specialises in the fields of smart home and digitalization issues in building services engineering, will present smart future concepts for the industry. And Roger Wollhaupt (Jansen) will be presenting digitalization concepts with regard to Business Information Modeling (BIM) for window and facade construction in his lecture.

Key note speeches, empirical market analyses and two panel discussions on the success factors on the window market – moderated by Dipl.-Ing. Daniel Mund (GLASWELT) – and the effects of digitalization on the industry – moderated by Frank Lange (VFF) – provide impulses for interactive think tanks and strengthen communication and exchange among those present. They accentuate our event as well as the award ceremony in cooperation with bauelemente bau and an evening event on 19.11.2020.

 

INFORMATION & REGISTRATION: www.wienerfensterkongress.at

WE for YOU |
Iris Wildauer, BA BA | Eventmanagement
Phone:+43 1 58546-33
wildauer@interconnectionconsulting.com

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Leading Companies trust in Interconnection Consulting

Admonter

At the IC Impulsworkhop "Sales Optimization" we appreciate not only the practical relevance, but also the eloquent language and the perfect rhetoric. The most important benefit for our company was the sales pipeline. Adrian Capellarie (Head of Sales Admonter Holzindustrie)

Deutscher Holzfertigbau Verband

Interconnection provides us with the prefabricated house study a plausible and veritable data basis for the analysis of the actual situation in the prefabricated house market and beyond for the assessment of the future market development. We are happy to use this interpreted data for our lobbying and everyday work.

Thomas Schäfer (Managing Director, Deutscher Holzfertigbau-Verband)

ELK

The prefabricated housing study by Interconnection Consulting shows a real picture of the actual market situation and forms a valuable basis for our strategic decisions.

Gerhard Schuller (CFO ELK)

Epson

EPSON is satisfied with the Interconnection's way of communication with the market and with clients. EPSON is also appriciate the Interconnection's continuous work trying to aim the report to be at the higher level. As a result, EPSON rely on Interconnection data, for the market of POS Printers and Systems.

T.Murakami (Brand Management, Seiko Epson Corporation)

Gaulhofer

I appreciate on the forum "Impulsworkshop Vertriebsoptimierung" the practical relevance of Peter Berger linked with his practical examples. I also liked the sovereign presentation style. The most important benefit was for me, on the one hand refresh of methods and also the sales management tools that were shown. Ing. Dietmar Hammer (Head of Product Management Gaulhofer)

Kontron

The most important benefit of the Impulsworkshop "sales optimization" was in my view the procedure of the definition of strengths and the entire sales process. Mr. Berger is very competent and professional. Fabian Freund (Sales Manager, Kontron Austria)

Österreichs Personaldienstleister

The sales management tool ZAIS has become indispensable for many Austrian temporary staffing providers for fast and correct sales management decisions. A tailor-made online cockpit provides comprehensive monthly figures and data on temporary work and the labor market in Austria, while at the same time impressing with its overview and intuitive user guidance. Interconnection Consulting has consider individually to all user needs during development process and also convinces with fast response times during operation.

Dr. Gertraud Höltl (Generalsekretärin Österreichs Personal Dienstleister)

Saint Gobain

Long experience and deep understanding of the construciton industry markets make up the quality of the IC studies. Interconnection Consulting is a constant companion concerning the assessment of markets and helpful for decision-making.

Bernd Blümmers (Directeur General, Saint-Gobain Solar Systems, Central Europe, Aachen)

Salamander

Interconnection Consulting reports deliver a worthfull external perspective and are so a good contrast with regards to our internal market point of views.

Pedro Posada (CEO Salamander Industrial Products Spain)

Scandinavian Business Seating

The IC Report gives a very good overview of the Western European office furniture market, in a well-structured way. The data is helpful to better understand the market developments and drivers.

Beatrice Sotelo (Director Business Development , Scandinavian Business Seating)

Schneider Electric

Under a short time constraint, Interconnection was able to deliver an outstanding study that exceeded my expectation in terms of quality and market breadth. I highly recommend Interconnection to anyone in need of market research.

Jeff Canterberry (Director of Strategy and M&A, Schneider Electric)

Sodexo

When developing new market strategies, Interconnection is a trusted source we always come back to. Christian Frey (Marketing Manager CS DACH)

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