Principia Releases Comprehensive Report Focusing on Spray Polyurethane Foam Industry

MALVERN, PA – March 12, 2013 – As the housing industry in the U.S. is making a comeback, so too is the spray foam industry, according to Ken Jacobson, a partner at Principia, a building products marketing and consulting firm. Principia has recently released a 2013 report on the spray polyurethane foam industry, which stands as an update to the company’s well-received 2009 report.

“A lot of companies know us as a result of our 2009 report,” said Jacobson. “We have looked at the overall insulation business four different times – the most recent being late last year – this report is a subset of that. We are doing a deeper dive into this analysis.”

The report serves as an important baseline analysis for forecasting and business planning purposes by existing and new industry participants. Using 2012 as a baseline, the study analyzes the drivers and trends of the spray foam insulation and roofing markets by region, home value, distribution channel, market segment and material type. The study provides insight into current and future products and competitive positioning, and will help companies anticipate unmet customer needs. The report also provides business insights on:

Up-to-date assessment of the spray foam insulation market and products
Voice of Customer on major trends in design, material usage, and market conditions
Identified product development needs and channel opportunities
Market share review for leading spray foam producers
Profiles of the leading companies active in the business
Strategic insights into this growth segment of the insulation

Principia’s industry report includes not only industry analysis, but also an Excel forecasting tool. With the forecasting tool, subscribers can view any particular segment of the market and forecast out to three years. Forecasts incorporate data on housing starts, commercial building spending, new construction, and remodeling. Other criteria includes the penetration rate of spray foam in different applications such as roofing, walls, attics, etc. The ability to change input variables enables subscribers to obtain a forecast that is customized for their own specific business needs.

“The subscriber is getting a comprehensive assessment of the current state of the industry and projections for the future,” said Jacobson. “This enables them to do strategic planning, to figure out how to allocate resources, and how to best project growth.”

The company’s research staff conducts interviews with over a hundred contractors, builders, and various other associations, according to Jacobson, and is beneficial to subscribers as it provides a broad overview of the spray foam industry.

“They are getting a comprehensive look at the industry with a contractor survey, builder survey, market model, and forecast tool,” said Jacobson. “Most companies are using it as a regular part of their strategic planning and operating plan – if they wanted to do it themselves, it would cost them a lot more.”

As for the particulars of the report, Jacobson noted the spray foam industry has changed a great deal in the past few years, especially with the introduction of new green and bio-based products. Also, there is more awareness of the product, due in part to energy rebate incentives and building code requirements.

“There are a lot of positive forces within the industry that will mean faster growth,” he said. “There is more consumer awareness and recognition by other insulation suppliers as well – mainly fiberglass – who realize the threat and opportunity of spray foam and are sticking their toe in the water, probably as a hedge against any encroachment into traditional applications.”

Although the report is available to anyone, Jacobson said it is mostly targeted to suppliers, systems houses, equipment companies, and companies who are potentially interested in making an investment in the industry.

For more information about the 2013 report or about Principia, please use the contact details and links provided below.

About Principia: Principia, founded in 1995, is a marketing consulting firm focused on building materials and chemicals. The company helps clients increase market share, grow revenues and improve margins. The Principia team brings together a diverse set of skills to address the unique business challenges facing the building materials and chemicals industries. Their background includes experience in consulting and operating companies, allowing them to support clients on a breadth of issues, ranging from high level strategies to discrete operational issues experienced at the divisional level. For more information about Principia, please use the contact details and links provided below.