Voice of the


The Adhesives Market Comment supplied by Simon Damp – Managing Director of Gorilla Glue Europe The adhesive market is an evolving one, and we have noticed a number of


changes over recent years, both in the development of adhesives, new product launches and in how brands communicate with the end user. How has the adhesive category changed over recent years? A number of changes and developments across the adhesives category have


come from the advances in the technology used to develop new products, and to enhance the capabilities of existing ones. Adhesives on the market today are technologically advanced products, that


give the end user greater flexibility, reliability and durability. These advances in adhesive technology have resulted in a market that is enjoying growth, with an added benefit of increased consumer confidence. In previous years we experienced a downturn in consumer confidence in the


adhesive category. Reasons for this include the confusing and complicated messages incorporated into product branding and a lack of ‘how to guides’ at the point of purchase. This lack of confidence led to a reluctance by the consumer to try new products and ensuing disappointment if the wrong product was purchased for a specific job. This often resulted in the consumer replacing rather than repairing broken items. Would you say that consumer confidence in the adhesive’s market is improving? Yes! In more recent years we have started to see an increase in consumer


confidence; due to a number of factors. The first is that as the adhesive market matures and glue technology advances, the products developed are more effective and this breeds consumer confidence in choice and in the application. The second factor is that a number of adhesive manufacturers, including Gorilla Glue, have invested significant sums of money in educating the consumer with visual ‘how to guides’ at the fixture or to be used by sales staff at the sales counter. This new approach resolves confusion and makes the choice easier for the shopper at the point of purchase.


What do retailers need to do to ensure that confidence continues to grow in the adhesives market? As the adhesives market


continues to grow and technology develops, we will continue to see the number of adhesive products increase, and retailers need to ensure that consumer confusion is prevented by selecting only the very best products for their customers and keeping ‘how to’ messages clean and simple. I believe that the retailers that grasp this will see an increase in sales, due to the clarity of decision for their customer. Ultimately, the advances in the


adhesive market are enabling growth and consumer confidence in the category, which gives us all a sense of security in repairing ...not replacing. Are there any more developments in the adhesives category to be aware of?


We have seen recent changes to the adhesive category as older glues are


starting to be replaced in store by the MS Polymers, such as Gorilla Grab Adhesive, launched this year. The new MS Polymers appeal to the consumer as they are an all-purpose solution, that successfully bonds building materials and can be used indoors and outdoors. At Gorilla Glue we have embraced the advances in adhesive technology with our new Gorilla Grab Adhesive that has an easy flow formula and will stick a variety of surfaces including wood, metal, brick and stone. We have also seen huge changes in the all-purpose and wood adhesive markets


and these are certainly not behind the MS Polymer developments. With the introduction of polyurethane adhesives coming in from America we are experiencing a new type of adhesive which is stronger and can be applied to a greater variety of products. About the Author Simon Damp is Managing Director of Gorilla Glue Europe. Gorilla Glue


launched in the US in 1999 and now accounts for five of the US top ten adhesives. Gorilla Glue launched in the UK in 2008, and now has the 2 leading Wood Glue SKUs in the UK market, and Gorilla Epoxy is the leading Epoxy SKU based on value GfK data.


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