By PAULA OLIVER
Building industry giants are at odds with the results of two research studies that claim alternative building materials are carving into timber's traditional homebuilding market.
One of the studies, conducted by the Forest Research Institute, suggests that the timber industry is losing its grip on local markets, as building
trends shift towards multi-unit developments made out of concrete. Concrete is perceived by many to have greater soundproofing qualities.
The other study, by research group BIS Shrapnel Forestry Group, said solid wood was losing out in the window, joinery and door markets to alternative materials such as aluminium and PVC.
Both suggest that a stronger and more cohesive marketing campaign is needed to promote the positive qualities of wood, or the industry risks losing millions of dollars.
But Carter Holt Harvey's general manager of marketing for wood products, Scott Fuller, said its own figures showed that timber was playing a huge part in the multi-unit trend.
Timber to be used for wall framing is kiln-dried for added stability, and Mr Fuller said that it had increased its market share for new dwellings over the past two years from 58 per cent to 80 per cent.
"We can also show that timber dominates row and terraced housing developments, which is the biggest part of multi-unit construction."
Fletcher Challenge Building sales and marketing manager Dave Thompson said that while timber was up against stiff opposition, it had made moves to protect itself.
"There have been aggressive campaigns from competitors, particularly the steel boys who want to take our market," he said. "Traditionally timber has not protected itself, but we have worked to change that over recent years."
Both companies pointed to new product launches and television advertising campaigns.
Fran Maplesden, who conducted the Forest Research Institute study, said yesterday that the timber industry was not in trouble, but could be doing a lot better.
"It's a good material for framing, and it's eco-friendly, but with the move towards smart growth plans there are concerns," she said. "Commercial developers who are used to using materials like concrete are coming into the sector, so we shouldn't be resting on our laurels."
Andre Neumann, author of the BIS Shrapnel study, said timber companies had been concentrating on exporting and had neglected the local market.
