An underlay manufacturer maximizes market potential with comprehensive intelligence on competition, segmentation, purchasing behavior, and more.

Enhanced strategic positioning: Identifying strategic growth opportunities and positioning effectively against competitors helped the client differentiate its offering and capture market share, ultimately driving revenue growth and improving market share.


  • Effective portfolio planning and resource allocation thanks to an improved comprehension of the underlay market size and potential.
  • Identification of strategic growth opportunities and positioning against competition.
  • Better understanding of the roles and needs of key stakeholders.
  • Increasing profitability by focusing on the right and desired products.


  • Estimation of the total size of the underlay market, segmented by building type (residential and non-residential), product type (underlay and vapor barrier), and technology type (permeable, non-permeable, and bituminous), to provide a comprehensive understanding of the market size and potential.
  • Forecast future market growth based on construction trends, providing insights into opportunities and risks.
  • Conduct a competitive landscape analysis, including assessing the perception and positioning of major market players and brands, to inform strategic decision-making and competitive positioning.
  • Detailed profiles of key competitors, including market share, portfolio, and sources of competitive advantage.
  • Identify major distribution channels and their respective market share to understand the most effective ways to reach target customers.
  • Understanding the private label trend and the role of brands in this market.
  • Identifying key stakeholders, their roles, profile, decision-making power, and influence.
  • Description of the purchasing process, including a detailed analysis of the decision-making criteria and factors driving specific underlay purchases to understand customer needs and create effective marketing strategies.
  • Analysis of key changes in the legal environment and their current and anticipated impact on the market volume and segmentation to identify potential opportunities and risks.
  • Identification of key drivers and barriers shaping the market and their impact on each investigated segment.


  • Western Europe
  • Central & Eastern Europe
  • Middle East
  • Africa
  • North America
  • South America
  • Other
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