2. CONTENTS
• The European Industry
• Products Galvanized in Europe - Evolution
1970s to Present
• Marketing in Construction Segments
• The Use of Galvanizing in Construction in
Europe
• Summary
3. The Federation of National
Associations in Europe
AUSTRIA
Fachverband der Eisen-und
Metallwarenindustrie Österreichs
BELGIUM, NETHERLANDS & LUXEMBOURG
Zink Info Benelux
HUNGARY
Magyar Tüzihorganyzók Szövetsége
ITALY
Associozione Italiana Zincatura
NORDIC COUNTRIES
Nordic Galvanizers
BULGARIA
Bulgarian Galvanizing Association
CZECH & SLOVAK REPUBLICS
ACSZ - Czech and Slovak Galvanizers Association
FRANCE
Galvazinc Association
GERMANY
Industrieverband Feuerverzinken eV
GREECE
Greek Galvanizers Association
ROMANIA
ANAZ
SPAIN
Asociación Técnica Española de Galvanización
UK & IRELAND
Galvanizers Association
13 Associations
20 countries
2014: + Turkey
5. General Galvanizing in Europe
(1996 – 2012)
7500000
16kg
/person
2012:
6.09
million
tonnes
(-7.7%)
7000000
6500000
6000000
14kg
/person
5500000
5000000
4500000
‘Total Europe’ =
EGGA data + Poland/Turkey/Others
=7.5 million tonnes
4000000
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
6. National Share of European
Production (2012)
France 9%
Spain 9%
UK/Ireland 10%
Italy 17%
Germany 32%
Austria
Belgium
Bulgaria
Czech Rep
Denmark
Finland
France
Germany
Hungary
Iceland
Italy
Netherlands
Norway
Portugal
Romania
Slovakia
Spain
Sweden
Switzerland
UK/Ireland
8. Market Segmentation in Europe
(‘000 tonnes steel)
Building and
Construction (45%)
Street Furniture (15%)
335
184
544
Utilities (8%)
430
2711
Agriculture (8%)
Transport (7%)
486
Fasteners (3%)
502
899
Industrial Equipment
(9%)
Other (5%)
12. Lessons of the Past
Power, Utilities,
Industrial Equipment,
Infrastructure, Construction
and Architecture
•
•
•
•
Evolution driven by external factors
Technical support
Standardisation
Competitor Analysis
• Market penetration responds to
our promotional efforts
• ‘Awareness and approval’
• ‘Imaginative Enthusiasm’ of the
architect
13. Commitments to Cooperative Marketing
by European Galvanizing Industry
Germany
• 1,920,000 tonnes galvanized
• 9 Association staff
UK
• 600,000 tonnes galvanized
• 8 Association staff
Benelux
• 450,000 tonnes galvanized
• 4 Association staff
Spain
• 520,000 tonnes galvanized
• 3 Association staff
and more…..
47. Markets in Architectural and Designer Products
Demand High Levels of Galvanizing Quality and Service
48. Summary
• The use of galvanizing in Europe remains strong – the
highest ‘per capita’ use @ 14-16 kg/person
–
–
–
–
Austria @ 27kg/person
Germany @ 24kg/person
UK @ 10kg/person
Bulgaria @ 3kg/person
• Products and markets have changed significantly in
the past 25 years – and will change again in future
• Marketing in construction segments provides solid
growth, if action is taken:
– Association level
– Galvanizing Company level
The use of hot dip galvanizing has grown steadily over many decades. But, the economic crisis brought this growth to an end in 2008 .(Click again to make info box appear) - These figures cover our member countries. If we add figures for countries like Poland, Turkey and the Baltic States, the total for the whole of Europe is closer to 7.5 million tonnes.As you can see, there was a recovery when looking at the European totals for 2010 and 2011, but this has been completely reversed in 2012. As I will explain later – there are some important country-specific trends that underlay this European picture – in particular the role of Germany.
Of course, the industry status is not measured only in tonnes. Of great interest to us is the balance between the market demand and kettle capacity.As you see here – despite the reduction in production, we have continued to increase overall kettle capacity in Europe. Generally, plants have adjusted shift patterns and working days – but not closed kettles. We have even seen the construction of new kettles since 2008.
Construction and infrastructurecomprise 60% of our market in Europe. But, during these difficult economic times, other markets have all been important – in particular renewable energy, agriculture and industrial equipment.But the importance of steel construction is clear to see.
Finally – make a firm note in your diaries for Intergalva 2015..the leading international forum for our industry which will take place in Liverpool in June 2015. We are looking for sponsors for the event – so this may be of interest to zinc producers in particular. More information is available at www.intergalva.com.