Softwood lumber exports to Western Europe have sharply declined in volume and value. However, exports of hardwood lumber and of components including flooring, moulding and other continuously shaped products have grown over the last ten years. While it is difficult for Canada to compete for structural product market share, appearance applications’ products hold promise - flooring, doors, paneling, moldings, and others. Market intelligence on species, product preferences and the competitive environment will help Canadian wood products succeed in Europe.
- assess opportunities for appearance applications (including Repair & Renovation) in selected European markets;
- examine the competitive environment in these markets;
- investigate end users’ preferences for lesser-used Canadian species in appearance applications.