ADHESIVES
ONE TAPE TO ROLL THEM ALL...
...and in the market bind them? BMJ talks about adhesives tapes and the sales opportunities for merchants.
T
he adhesives tape market is getting more diverse than ever. Current predictions are that globally, it will be worth almost £80bn by 2025. This healthy outlook is attributed to a number of factors, according to Jason Burn, managing director of tape manufacturer Shurtape. “The scope of applications in the healthcare and electrical markets is vast, while the rise in demand across industrial and automative sectors is also having a huge impact. Existing usage across packaging and of course, the building community, is steadily rising,” he says.
As a result of this, Burn says that there is fantastic amount of R&D work. “This is leading to products that are becoming more and more interesting and able to do more things, thereby expanding the market itself. A focus on resistance, sustainability and durability has meant the development of tape products with an increased number of application properties.”
Burn believes this is especially true in the building community, where a wide range of needs means that demand has led to diversification, reflected in the widening range of adhesive tapes available.
Brand position
“At Shurtape, our own brands illustrate this perfectly,” he says. “We launched in the UK over a decade ago, bringing two leading US tape brands from a standing start to being market leaders. FrogTape®
is the number 1
choice for professional decorators thanks to its unique PaintBlock® technology, having completely disrupted a market that was dominated by own label with an 80% share at the time of its launch. Following extensive research, we have since extended the range to include Multi Surface, Delicate Surface and Gloss & Satin products.”
Burn says that the company also oversaw the UK re-launch of the much-trusted Duck Tape®, bringing it to brand leader status, with cloth tapes, packaging tapes, masking tapes
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“In short, no. While there may be some overlaps, we know that different products are definitely needed. Careful research, marketing and merchandising is key. The professional builder knows what he or she needs and is not traditionally a browser. The rise in online shopping and building supplies Apps makes this even less likely, going forward, so it’s all about effective communication, throughout the product life-cycle.”
Proper packaging
and craft tapes as well as specialist household products in the brand portfolio. Most relevant to the building community was the launch of T-Rex Tape®, he continues. T-Rex Ferociously Strong tape works on a variety of surfaces, is effective across all weathers and provides high performing strong adhesive. “Research showed us, however, that there were other needs, for which this already versatile product needed to be adapted. Our waterproof variant can actually be adhered while submerged in water, as opposed to being ‘just’ waterproof. The abundance of glass and plastic means that a clear tape was required and delivered. More recently, we’ve added double sided Mounting Tapes that come in smaller rolls and strips - because there is a market for them.” Shurtape UK is continually researching its audience and its needs to ensure that the tape ranges perform the function that is required, however he adds that the company recognises that a bouyant market can quickly become flooded.
“Nobody wants to confuse the customer or cannibalise their own sales by a proliferation of products. With so many applications and crossovers amongst branded and Own Label tapes, are we better off consolidating them into one ‘Super Tape’?,” he asks.
Careful consideration goes into packaging to ensure that the USPs of each product is clear and that the on-shelf impact is strong, Burn says. “Colour differentiation across FrogTape makes it clear which product is within the pack while bold lettering and imagery to suit the brand and customer display units differentiates SKUs across the T-Rex and Duck Tape ranges.” Seasonal changes, increasing applications and market trends provide merchandising opportunities for merchants to encourage cross purchasing, and Burn says Shurtape UK works closely with customers to create distinct offerings, to follow and lead purchasing trends. “By ensuring we continue to liaise with these trade customers, our end users and industry partners, we know how our products are being used - and the way their requirements may change. It may mean adaptations to SKUs from year to year, but it means that we are supplying to demand and know what is ahead. It means we can create products that will reflect the profession and help it perform well,” he says.
Burn believes that, as Own Label makes a comeback in retail to reflect the increasing end user take-up of DIY during Covid 19, there will still be the need for brands to lead the way in R&D, continuing to develop products that answer the needs of the wider industries they serve.
“While that R&D does increase the abilities of each type of tape and make each purchase all the more versatile, the need for clarity in communication is all the more vital.” BMJ
www.buildersmerchantsjournal.net December 2020
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