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Table of Contents

Executive Summary

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TABLE OF CONTENTS

EXECUTIVE SUMMARY

INTRODUCTION

Definitions

Methodology

The German Economy

International Context

Germany

Exchange Rates

Abbreviations

MARKET SIZE

Market Overview and Trends, 1993-1997

Market Segmentation, 1993-1997

By Application

Overview

Floor Tiles

Wall Tiles

By Tile Size

By Tile Type

By End Users

The German Contract Market for Ceramic Tiles

The Private Market for Ceramic Tiles

By Tile Colour

Factors Affecting Demand

Overview

Quantitative Factors Affecting Demand

Qualitative Factors Affecting Demand

Market Forecasts

Forecast Market Segmentation, 1998-2002

By Application

By End User

By Tile Type

PRODUCTION

Overview

Critical Success Factors

Overview

Decision Makers

INTERNATIONAL TRADE

Introduction

Imports

Overview

Import Penetration

Implications for Importers

Exports

Trade Deficit

DISTRIBUTION

Overview

Manufacturers' Perspective

End Users' Perspective

Distribution Channels

Co-operatives

Wholesalers

Retailers

Overview

Specialist Retailers

DIY Stores

Craftsmen

Distribution Structure

Overview

Mark-Ups and Competition

Company Profiles

Co-operatives

IGA Architekturbaustoffe

BAUCO

Wholesalers

Raab Karcher Sanit„r Heizung Fliesen

Fliesenzentrum

Mhl

DIY Chains

Praktiker

Max Bahr

Hellweg

Obi

INDUSTRY STRUCTURE

Overview

Company Profiles

Villeroy & Boch Konzern

Keramik Holding AG Laufen

Deutsche Steinzeug Cremer & Breuer

Str"her

Kerateam

Actiengesellschaft Norddeutsche Steingutfabrik Bremen-Grohn

TRADE ASSOCIATIONS

MAGAZINES

List of Tables

1 Economic Indicators On The German Economy, 1986-1999

2 German Market For Ceramic Tiles, By Volume And Value, 1993-1997

3 German Market For Ceramic Floor Tiles, By Volume And Value, 1993-1997

4 German Market For Ceramic Wall Tiles, By Volume And Value, 1993-1997

5 German Market For Ceramic Floor Tiles, By Size, 1997

6 German Market For Ceramic Wall Tiles, By Size, 1997

7 German Market For Ceramic Tiles, By Type, 1997

8 German Contract Market For Ceramic Tiles, By Volume And Value, 1993-1997

9 German Private Market For Ceramic Tiles, By Volume And Value, 1993-1997

10 Authorised Construction Activity In Germany, Including Renovation And Modernisation, 1993-1997

11 Changes In Authorised Construction Activity In Germany, Including Renovation And Modernisation, 1994-1997

12 Construction Completions in Germany, Including Renovation And Modernisation, 1993-1997

13 Changes In Construction Completions In Germany, Including Renovation And Modernisation, 1994-1997

14 Forecast German Market For Ceramic Tiles, By Volume And Value, 1998-2002

15 Forecast German Market For Ceramic Floor Tiles, By Volume And Value, 1998-2002

16 Forecast German Market For Ceramic Wall Tiles, By Volume And Value, 1998-2002

17 Forecast German Contract Market For Ceramic Tiles, By Volume And Value, 1998-2002

18 Forecast German Private Market For Ceramic Tiles, By Volume And Value, 1998-2002

19 German Production Of Ceramic Tiles, By Volume And Value, 1993-1997

20 German Imports Of Ceramic Tiles, By Volume And Value, 1993-1997

21 Import Penetration In The German Market For Ceramic Tiles, 1993-1997

22 German Exports Of Ceramic Tiles, By Volume And Value, 1993-1997

23 German Exports As A Proportion Of Production, 1993-1997

24 German Trade Deficit In Ceramic Tiles, 1993-1997

25 Distribution Of Ceramic Tiles In Germany, By Distribution Channel, 1997

26 Distribution Of Ceramic Tiles In Germany From Manufacturers And Importers, By Distribution Channel, 1997

27 Distribution Of Ceramic Tiles In Germany To The End Users, By Distribution Channel, 1997

28 Retail Distribution Of Ceramic Tiles, By Distribution Channel, 1997

29 DIY Stores In Germany, 1993-1997

30 Mark-Ups By Distribution Level In Germany, 1996

31 Financial Summary Of Raab Karcher Gruppe, 1993-1996

32 Financial Summary Of Mhl, 1995 And 1996

33 Financial Summary Of Praktiker, 1993-1996

34 Turnover Of Max Bahr, 1992-1996

35 Key Figures In German Production Of Ceramic Tiles, 1995-1997

36 Financial Summary Of Villeroy & Boch Konzern, 1992-1996

37 Financial Summary Of Keramik Holding AG Laufen, 1992-1996

38 Financial Summary Of Deutsche Steinzeug Cremer & Breuer, 1995 And 1996

39 Financial Summary Of Actiengesellschaft Norddeutsche Steingutfabrik Bremen-Grohn, 1995 And 1996

List of Diagrams

1 Distribution Of Ceramic Tiles In Germany, 1997

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EXECUTIVE SUMMARY

Demand for ceramic tiles in Germany increased by 26 percent in volume terms and 14 percent in value terms between 1993 and 1997 reflecting the high price competition in the market. However, in 1996 and 1997 market growth slowed down significantly in volume terms while the market value declined.

Between 1993 and 1997 the market share of floor tiles increased significantly to the detriment of wall tiles. Indeed, floor tiles are mainly responsible for the overall market growth whereas demand for wall tiles has been in decline.

Trade sources report a trend towards larger tile sizes. This is illustrated through the fact that sales of the larger floor tiles of 40cm x 40cm and of wall tiles of 30cm x 40cm are growing significantly in terms of proportional importance to the market.

While the volume of sales to the contract market increased by some 26 percent during the review period, the value of sales increased at a significantly slower rate, illustrating the significant decrease in prices. However, price decreases were considerably less pronounced in the German private market, due to buoyant demand for modernisation and renovation by private end users.

Demand for ceramic tiles is closely linked to trends in society from a qualitative point of view and to construction and modernisation developments from a quantitative point of view.

MSI forecast that demand for ceramic tiles will increase by 6 percent in volume terms and 4 percent in value terms between 1998 and 2002 relying predominantly on demand from the modernisation and renovation sectors.

Import penetration reached 74 percent in volume and 67 percent in value terms in 1997. This is a direct result of a significant decrease of 7 percent in volume of German production and a 39 percent increase in the volume of imported tiles during the review period. During the same period German exports decreased by some 22 percent in volume and 21 percent in value terms.

With price and cost effectiveness gaining further importance in the buying decision, distributors increasingly try to sell their products directly, leading to increased cost efficiency. In particular DIY chains have driven this trend and have enlarged their market share during the review period. Indeed in 1997 DIY chains are estimated to have accounted for 36 percent of the overall market in volume terms and 21 percent in value terms, illustrating their strong position in the low price segment of the market.

Text © 1998 MSI

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