CAULKS & SEALANTS

• Most of the products can be categorized into Latex-based (which are water-based), Silicone-based, and rubber products (Polyurethane).
• Caulks can be used for filling the gaps in homes, tools, RVs, and cars to prevent water, air, bugs, heat/cold, and molds, but the suitable option for each situation can differ.

KEY PURCHASE DRIVERS

• The specific attributes of used material can be very important, e.g. Latex-based products (which are water-based) are easier to use and clean rather than Silicone-based products which can be an important driver.
• The suitable product for the DIY project can differ based on the project situation, e.g. Silicone-based products are better for using around sinks and bathtubs (which is one of the major uses of sealants in homes) as Latex-based products do not perform well in wet situations so we can assume the type of major DIY projects (like indoor or outdoor projects) can be a key driver.
• As there are so many options, the market can be confusing according to Dan Kaufman, Director of Sales-Distribution, Franklin. Consequently, it is important for end users to know that not all caulks and sealants are the same or can be used for any application, says Jennifer Johnson, Group Product Director of Caulks & Sealants at DAP Products Inc.
• If the DIY project is located in a public shop like any kind of food shop, the rising health concerns and regulatory standards, e.g. FDA approval, can be an issue so we can assume the demand for environment friendly products will rise.
• A caulk gun can be very important when considering a DIY project, as it is the best, easiest tool for sealant application so we can assume that products with the packaging specifications that lets them easily be used by a gun can be very helpful.
• Aside from the interest for DIY projects, another reason for doing something yourself is because it is cheaper and many of indoor or outdoor projects are intended to improve efficiency (e.g. energy efficiency) so we can assume the price per volume (as packages can have different volumes and prices) can be an important factor.
• If more expensive products can have a much better results in the long term, we should also note the price over long periods, as Jennifer Johnson, Group Product Director of Caulks & Sealants at DAP Products, Inc., says "Whether a professional or DIYer, the best product for the job is the higher-grade formula which can be more expensive, but will deliver better long-term results and satisfaction."
• The key specifications of top-rated products that are often stated by American Amazon users are: strong but flexible at the same time, the cap must prevent air to reduce oxidation (the cap must seal the package), waterproof, printable or transparent, easily cleanable, odorless, sustainable, easy to apply, UV resistant for outdoor projects, no stains, mold resistant, hot/cold weather resistant, less time needed to get dry, and can be applied to wet surfaces.
• In the Amazon reviews, most of the buyers have stated that they bought the product as a recommendation of another fellow user in the same field, which can show that personal experience of performance is a more important driver rather than other regular marketing methods.

TRENDS IN THE CAULKS AND SEALANTS DIY CATEGORY

1. INCREASE IN DIY REPAIRING ACTIVITIES IN THE CAULK MARKET

WHAT DRIVES THE TREND:

• Many consumers prefer DIY methods due to high costs and low availability of repairmen and other technicians.
•  Homeowners in the US contribute to a large number of consumers who have adopted DIY methods for repairing/renovation activities to reduce expenses. This is another key factor that fuels the market demand for latex caulk in the US.

COMPANIES AT THE FOREFRONT OF THE TREND:

• The key players in this market include the 3M Company, Chemence, Dow Chemical Company, Franklin International, Sherwin Williams, Bostik, Hodgson Sealants, American Sealants Inc., Sashco, Inc., and DAP products.

2. THE INSTABILITY OF RAW MATERIALS IN LATEX CAULK IS EXPECTED TO HAMPER THE MARKET GROWTH

WHAT DRIVES THE TREND:

• Currently, latex is not just being used in the construction market. This trend is mainly driven by the use of latex caulk in smart homes. 
• Consumers purchase latex caulk tubes to keep themselves handy, as they prefer DIY methods.
• DIY methods have helped people in renovating and building their homes as the methods are very cost-effective.
• The latex caulk market "is expected to witness price fluctuations due to the instability in the raw materials market. The prices of resins are expected to witness fluctuations as they are dependent on crude oil."
• The volatility in the prices of raw materials required for latex caulk is considered to be a major factor hampering market growth.
• The cost of resins mostly depends on the cost of crude oils, and the fluctuations in the crude oil prices due to the widening gap in demand and supply, along with the political feud are deterring the market growth.

COMPANIES AT THE FOREFRONT OF THE TREND:

• The major players in the market include the DoW Chemical Company, Shwewin Williams, Sashco, Inc., DAP Products, Hodgson Sealants, and the 3M Company.

3. DEVELOPMENT OF NEW ADHESIVE AND SEALAND TECHNOLOGIES

WHAT DRIVES THE TREND:

• Adhesive and sealant technologies, which can enhance customer sustainability profiles and reduce energy consumption, have attracted the attention of consumers. The increasing product durability remains a key driver in the development of new adhesive and sealant products.
• The new adhesive and sealant products offer new ways to decrease cure times and make application easier for consumers.
• An increase in the demand for the elimination of solvents has been expected in the market, along with the greater use of environmentally benign raw materials and products.
• The development of adhesives and sealants that are robust, clear, and paintable is addressing the increased consumption in the DIY segment.
• The ease of use in the application and clean-up of the DIY methods and more environmentally friendly products are also some factors driving the DIY market.
• In the construction industry, the changes in regulations and the strictness in time are the leading drivers for new product development.

COMPANIES AT THE FOREFRONT OF THE TREND:

• The key companies behind the development of adhesives and sealants include Arkema Coating Resins, Dow Elastomers, BASF, and Tecnon OrbiChem.

4. MATERIAL CHANGES THAT INFLUENCE THE DEVELOPMENT OF NEW CAULKS, SEALANTS, AND ADHESIVES

WHAT DRIVES THE TREND:

• The development processes of new caulks, sealants, and adhesives are driven by the changes in the materials that should be worked upon. The caulk and sealant manufacturers must adapt their formulas or develop new ones that are compatible with the new changes.
• A wide variety in sealant, caulk, and adhesive products help consumers in making the right choice for each job and DIY task.
• "The ever-increasing need for high standard performance across all modern applications" requires a material change to further drive the growth of adhesives and sealants.

COMPANIES AT THE FOREFRONT OF THE TREND:

• Some companies that explore material changes for the development of new caulks, sealants, and adhesives include DAP Products, PPG Architectural Coatings, and AdvanTech.

RESEARCH STRATEGY

YOUR RESEARCH TEAM APPLIED THE FOLLOWING STRATEGIES:

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