Market participants, customers and demands
The market for thermotechnology comprises products and systems for space and domestic water heating including systems using renewable energy sources for private households, commercial properties and public buildings. It does not comprise air conditioning and ventilation technology. All figures and values refer to manufacturer sales to distributors and wholesalers.
The global thermotechnology market is very heterogeneous. Nearly all regions differ with regard to consumption behaviour, market structures and competition. The markets are influenced not only by regional climates and building styles, but also by the existing infrastructure, energy supplies as well as by local regulations and standards.
The thermotechnology market is characterised by a large number of market participants, both at manufacturer and wholesaler level. Among the traditional heating and hot water solutions alone, there are over 350 brands in Europe, which are marketed by more than 250 manufacturers, partly on a national scale or only regionally. In addition, there are some 130 special suppliers and brands for systems using renewable energy sources.
While some manufacturers have their own wholesale network, the products are mostly sold by independent sanitary and heating wholesalers, most of whom operate regionally. They account for approx. 70 % of total brand sales.
The customer base of manufacturers and wholesalers of heating and hot water solutions is equally large and diversified, comprising installers and specialist heating engineers, planners, builders and architects as well as a small number of final consumers.
A new customer group – specialist companies for systems using renewable energy sources – has entered the market in recent years. Their importance has increased steadily in line with the growing technological complexity and the more widespread use of renewable energies in the heating technology sector.
The different customer groups make different demands on products and services. While attractive markups and easy installation and maintenance are most relevant for installers and heating engineers, planners and builders often attach greater importance to a competitive price and a comprehensive system.