Understanding end-of-line consumer and specifier needs is the first step in tailoring our sector’s offering for continued growth.
DIY retailers reflect the types of timber and wood products being demanded by consumers. Andrew Ehrlich, timber buyer with national DIY chain Focus, always keeps ahead of society’s trends. He is witnessing a change in consumer attitudes to DIY projects. This in turn will influence the product range he requires: “Many 21st century consumers are working long hours and don’t have as much time for DIY despite wanting the same quality of finish. As retailers, we must therefore have a range of products to suit their lifestyles. We are looking to offer products that simplify installation – for example, pre-mitreing corners on architraves, and panelling to replace individual lengths of cladding. We need to offer innovation, rather than just traditional price reductions, to attract the new breed of DIYers.”
On specific timber product trends, he added: “We are still seeing buoyant sales in claddings despite the fashion pundits’ discouragement. Timber flooring sales are growing, particularly our solid Bordeaux pine products. As a result we’ve just introduced solid oak flooring: we certainly feel that customers will take this up with equal enthusiasm. Timber mouldings represent an area that’s seeing sales growth, in trendier, more modern styles.”
Statistics from the wood. for good industry marketing campaign mirror the all-round enthusiasm for timber products seen in the DIY sector. Project manager Tony Traynor explained some of the underlying factors: “In almost every area of our consumer research, attitudes to wood have improved measurably. Consumers today consider wood a fashionable material and recognise that it can increase the value of their homes.
Changing perceptions
“Continued promotion of timber as a material is at last beginning to change the long-standing negative consumer perception that wood will rot. If we are approaching this level of consumer understanding, we must be improving the opportunities for wood sales. It’s now up to companies to capitalise on the ongoing programme and join wood. for good’s forward march for timber,” added Mr Traynor.
Design consultant and broadcaster Naomi Cleaver thinks there’s still more scope for increasing timber’s market share: “Consumers are becoming more familiar with timber and are now comfortable with using it around the home. Timber is perennially desirable, with warmth and good looks, and is ideal for interpreting architectural and design features. The fashion for timber floors has done wonders for popularising timber in domestic settings and has also helped create a link with the garden through decking. I foresee continuing popularity for timber: it’s the most sustainable building material in an increasingly environmentally-focused market.”
Sustainability is weighing in timber’s favour in both consumer and specifying arenas, as Dr Ian Goldsmith, marketing and group planning director at Travis Perkins, explained: “Enquiries for certified timber products of all kinds have certainly risen, partly due to the increase in availability brought about by our continuing programme of branch chain of custody certification. Certified timber demand is also being stimulated through Travis Perkins’ developing work with local authorities, many of which have environmental purchasing targets to fulfil.”
Unquestionably, timber decking is still a major contributor to our sector’s raw material sales. The decking market is estimated at £122m, with 10% growth forecast for 2005. Yet market influencers like TV garden designer and gardens editor of House Beautiful magazine, David Domoney, are already looking at the future and encouraging alternative uses of timber in the garden.
“Timber has always played an active part in gardens,” said Mr Domoney, whose wood. for good garden won a bronze medal at the RHS Hampton Court Flower Show in July. “Wood should look natural and ‘worn in’. Instead of angular decking systems, timber should blend with its environment, for example cutting uneven lengths of timber for winding paths. Hide-aways in the garden will soon use timber flooring rather than decking, and feature different timber textures and colours. Bespoke timber buildings will be the next trend, combining both storage and entertaining facilities.”
If the industry wishes to maintain consumer confidence in timber, it’s up to us to demonstrate even greater innovation and flexibility in product development.
