Wood Market Trends in Europe - BC Coastal Initiative

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Photo credit: Andrea Bernasconi/LIGNUM
Growing market
competition, substitution
and decreased
profi tability in the forest
industry have reinforced
the need for wood
promotion in recent
years.
Trend towards generic wood promotion campaigns
Finland, Norway and Sweden were the fi rst to recognize the advantages of
joint promotion. The “Nordic Timber Council” promoted Scandinavian wood
in Europe until 2006. Since then they have moved to generic wood promotion
and greater cooperation with other European countries. National wood
promotion agencies are recognizing that generic wood promotion is more
effective than campaigns for “national” wood products.
Existing wood promotion expertise in Scandinavia and elsewhere in Western
Europe is being transferred to the new EU members in Eastern Europe.
Cultural differences and the countries’ proprietary funding sources to build
their own domestic and export markets remain barriers to implementing
more joint campaigns.
MARKET OPPORTUNITIES
Photo credit: Corinne Cuendet, Clarens/LIGNUM
The Canadian industry should capitalize on, and possibly
participate in, wood promotion campaigns across Europe.
Benefi ts from the Roadmap 2010 program to increase wood
consumption include both a potentially larger market in Europe
and less competition from European manufacturers in offshore
markets.