Packaged Food in Italy

Published: November 2011
Price: $ 6500


This Euromonitor market report provides market trend and market growth analysis of the Packaged Food industry in Italy. With this market report, you’ll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and projections.

The Packaged Food market in Italy research report includes:
• Analysis of key supply-side and demand trends
• Detailed segmentation of international and local products
• Historic volumes and values, company and brand market shares
• Five year forecasts of market trends and market growth
• Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:
• What is the market size of Packaged Food in Italy?
• What are the major brands in Italy?
• As economic prospects slowly improve, are consumers starting to eat out more and spending less time cooking at home?
• How is private label performing in the wake of retail consolidation and the global economic hangover?
• Do consumers want value for money or added value?

Why buy this report?
• Gain competitive intelligence about market leaders
• Track key industry trends, opportunities and threats
• Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.
• Each report is delivered with the following components:
• Report: PDF and Word
• Market statistics: Excel workbook
• Sample Analysis

EXECUTIVE SUMMARY
Slow economic recovery impacts sales
The pace of economic recovery in Italy in 2011 was slower than previously anticipated, and the level of unemployment remained significantly higher compared to pre-recessionary years, which was reflected in the still cautious attitude of consumers towards spending. In 2011, foodservice volume sales continued to suffer as many Italians were still reluctant to spend money on meals away from home. Additionally, Italians were still looking for bargains and cut back on some higher priced items in retail, although functional healthy products and occasional small luxury treats helped to support sales of such products as soy drinks and higher quality boxed chocolates.

Polarisation continues to impact sales
Due to the pessimism regarding Italy’s economy, families dined out less often and opted to prepare home-cooked food. However, not all consumers were opposed to paying a premium for healthier options, such as organic food, or high-end products to indulge in while dining at home. On the one hand, increasing price sensitivity resulted in growing consumer demand for economy products, boosting sales of economy brands and private label products. On the other hand, demand for premium products also continued to increase, with many using packaged food to provide affordable indulgences during a time of economic hardship. Many thus sought to economise in general in packaged food, while still purchasing a small number of premium products as treats. As a result, there was polarisation across many product areas, with mid-priced brands tending to lose share.

Modest gains made by private label
Private label was on the radar of retailers and manufacturers throughout the recession, as consumers faced tougher economic conditions and rising unemployment, and sought to cut the cost of their grocery shopping. In addition, with intense competition and a reluctance to increase prices significantly to cover costs amidst weak consumer spending, private label has become more than ever a way to achieve a profit. On the whole, private label made gains in 2010 in Italy. However, the increases were not as strong as might have been expected and not all categories benefited equally. This was mainly due to the fact that in Italy manufacturers tend to be stronger than retailers, and thus have more negotiating power when it comes to setting retail prices.

Economic concerns shape distribution
Supermarkets/hypermarkets dominate sales of packaged food and continued to gain share throughout the review period. This channel is the obvious choice for increasingly time-pressed Italian consumers, with wide ranges, ease of parking and long opening hours offering high levels of convenience. This channel also benefited from these retailers expanding their private label ranges to include more value-added, indulgent and organic options. However, not surprisingly, in view of the economic situation, many consumers shifted towards more competitive distribution channels in 2010-2011, primarily grocery discounters and internet retailing.

Marginal growth expected due to ongoing economic concerns
Overall packaged food constant value sales are set to increase very slightly over the forecast period. The polarisation observed in 2010 and 2011 will continue, with growing demand for the best deals on one hand, including private label and family formats in bulk ice cream or yoghurts, for instance, and the fragile loyalty of upper-middle income groups to upmarket products on the other. In addition, many categories are likely to become more dependent on in-store promotions and discounts in staple products like dairy products. Consumer lifestyle habits will remain busy, aiding growth in meal solutions more than in nutrition/staples, while impulse/indulgence products will continue to bear the brunt of the weak nature of the economic recovery. Naturally healthy, additive-free and organic packaged food should further develop at the expense of better-for-you and functional food, which will face more stringent EU legislation about claims.

Consumer Foodservice in Italy

Published: November 2011

Price: $ 1900

 

This Euromonitor market report provides market trend and market growth analysis of the Consumer Foodservice by Location industry in Italy. With this market report, you’ll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and projections.

The Italy Consumer Foodservice market research report includes:

• Analysis of key supply-side and demand trends

• Historic volumes and values, company and brand market shares

• Five year forecasts of market trends and market growth

• Robust and transparent market research methodology, conducted in-country

Our Italy Consumer Foodservice market research reports answer questions such as:

• What is the market size of Consumer Foodservice by Location in Italy?

• What are the major brands in Italy?

• How are economic or demographic factors impacting the foodservice industry in Country ?

• How are multinational and local operators expanding in Country»?

• How have consumer lifestyle trends and eating habits influenced foodservice in Country ?

Why buy this report?

• Gain competitive intelligence about market leaders

• Track key industry trends, opportunities and threats

• Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Foodservice market research database.

• Each report is delivered with the following components:

• Report: PDF and Word

• Market statistics: Excel workbook

• Sample Analysis

Browse All: Beverages Market Research Reports

EXECUTIVE SUMMARY

Consumers reduced outlets visits but not their average expenditure

The most important trend in 2010 was the decrease in consumer outlet visits, while average expenditure was in line with 2009. This trend has a lot to do with the Italian background and habits. Historically, Italians are not known to save money when it comes to leisure, but are prepared to reduce the frequency with which they spend. For this reason, outlets did not invest much in promotions, as this would not be the right strategy to increase visits.

Lack of consumer confidence is still damaging foodservice

The Italian economy in 2010, although it saw a slight improvement compared with 2009, was still characterised by generally negative sentiment, which created an unfavourable climate for most foodservice operators. Independent consumer foodservice suffered the most from the economic crisis, especially cafés and bars, which posted a decline in value sales, and full-service restaurants, which struggled to maintain revenues. Some people who used to eat at high-end restaurants started frequenting chain-type restaurants, while some of those frequenting chains traded down to fast food.

Foodservice operators target a wider consumer base by enhancing their offer

The Italian consumer foodservice market has been negatively impacted by the economic slowdown in the last few years. The market as a whole is still characterised by significant investment aimed to target new types of customer. More foodservice operators have shifted the focus of innovation from food to non-core services, including offering free Wi-Fi internet connections in certain outlets. With free Wi-Fi access, allowing customers to access the internet from their own laptops, PDAs and phone devices, visitors will potentially stay longer in the outlets. The increased complexity of service offerings and establishments implies an increase in set-up costs for individual franchisees.

Chains remain a minority but are better protected against the crisis

Italians are attracted to high quality in terms of food, and tend to favour independent foodservice outlets, which typically offer a wide range of local products. However, although chains are still underdeveloped in Italy, they were less affected by the financial crisis of 2009, and posted a much better performance than independent outlets in 2010. Chains have sufficient resources to withstand difficult trading conditions, and are typically characterised by better organisation, more competent staff, superior hygiene standards and frequent updates of their concepts, menus and design.

Slight decline in constant value terms expected over the forecast period

The continued good development of chained outlets over the forecast period will, to some extent, offset the ongoing decline in independent outlets, hence overall value sales of consumer foodservice in Italy are predicted to decline only slightly in constant value terms. Italians like eating out, and it is one of the most popular ways to spend free time, so they will still allocate a good portion of their disposable incomes to this activity.

Consumer Health in Serbia

Published: October 2011

Price: $ 2400

Increased health awareness and willingness to self-medicate boost sales

The review period saw growing demand for consumer health in Serbia. This trend was supported by a number of factors, including improved living standards and better education in general and with regards to health and wellness. Consumers thus became increasingly willing to self-medicate. There was also a rapid increase in the range of products on offer in consumer health, as more foreign producers entered following liberalisation in 2001. Meanwhile, there was rapid expansion in retailing during the review period, including chemists/pharmacies and parapharmacies/drugstores. This resulted in consumer health becoming more accessible to Serbian consumers, particularly in rural areas.

Growth slows due to economic downturn

Sales growth notably slowed towards the end of the review period due to the impact of the economic downturn. Serbia saw a marked drop in real GDP and in remittances in 2009, with only a slight recovery in 2010. Consumers were meanwhile faced by high inflation and declining disposable income levels. Consequently, many consumers were forced to cut back on their spending on consumer health, with many product areas thus seeing weaker current value growth in the year.

Affordable domestic and regional players gain share

The impact of the economic downturn could clearly be seen on company shares in consumer health at the end of the review period. Affordable domestic players consequently mainly gained share in 2010 over the previous year. The leading player in 2010 was state-owned Galenika, which benefits from offering good quality products at low prices. This company thus saw the strongest growth in value share in the year. Affordable regional players also gained share, such as Alkaloid from Macedonia.

Retailing sees rapid development

Serbia Consumer Health Market

The Serbian retailing industry saw rapid development during the review period, with the number of outlets selling consumer health dramatically increasing. There was particularly strong growth in the number of privately-owned chemists/pharmacies, beauty specialist retailers and supermarkets/hypermarkets during the review period. Retailing expansion was thus a key factor behind good current value growth in consumer health, particularly driving sales growth in rural areas as consumers’ access to these products improved. In addition, growing competition in the retailing of these products increased price competition within consumer health and resulted in many products becoming more affordable.

Good forecast period growth thanks to ageing population

Serbia’s ageing population is expected to support strong growth for consumer health during the forecast period. The country’s consumer base is also expected to become more sophisticated in its understanding of health problems and their treatment, with growing media coverage of health and wellness in the country. Consumers are thus likely to become more willing to self-medicate. This trend is likely to be encouraged by further expansion in the number of chemists/pharmacies and parapharmacies/drugstores across the country and by these outlets offering a wider range of consumer health.

Pet Care in Hungary

Published: October 2011
Price: $ 1900


This Euromonitor market report provides market trend and market growth analysis of the Pet Care industry in Hungary. With this market report, you’ll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and projections.

The Pet Care Market in Hungary research report includes:
• Analysis of key supply-side and demand trends
• Detailed segmentation of international and local products
• Historic volumes and values, company and brand market shares
• Five year forecasts of market trends and market growth
• Robust and transparent market research methodology, conducted in-country

Browse All: Consumer Goods Market Research

Our market research reports answer questions such as:
• What is the market size of Pet Care in Hungary?
• What are the major brands in Hungary?
• How did the downturn affect pet care spending?
• Which is the best-performing category within pet care?
• Which is the fastest-growing pet food manufacturer?
• How have pet specialists fared in recent years?
• What are growth prospects for pet care in the next 5 years?

Why buy this report?
• Gain competitive intelligence about market leaders
• Track key industry trends, opportunities and threats
• Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Pet Care market research database.
• Each report is delivered with the following components:
• Report: PDF and Word
• Market statistics: Excel workbook
• Sample Analysis

EXECUTIVE SUMMARY
Growth stagnating
Pet food in Hungary is expected to slightly underperform in 2011, due to the negative impact of the economic downturn on consumer spending. Nevertheless, it is still expected to be one of the better performing markets in Hungary’s retail scene. While the difficult economic environment is likely to slow the growth of most categories compared with earlier years in the review period, stable single-digit growth is still expected. The selection of products available will widen even further ensuring that strong growth potential exists for pet food manufacturers and distributors.

Private label economy products see strong demand
Due to the weak economic position of consumers and the changes seen in the distribution of pet care products, private label products saw strong demand in grocery retail outlets, particularly in supermarkets/hypermarkets and discounters. Demand for private label kept on growing in 2010 in Pet care and Pet food with the share of private label taking a share of nearly 29% in Pet care and 33% for Pet food.

Specialist pet superstore chains see rapid growth
With demand for both economy and premium brands and products increasing, chained pet superstore are positioned to benefit. While independents are facing a decline in retail value sales, chains are expected to expand and grow in terms of retail value sales in 2011. Growth will be mainly led by Alpha-Vet, which in 2011 operated 20 Alpha-Zoo outlets, but has plans to open 100 superstores by the end of 2012. As pet superstore chains offer a very wide range of products, from economy to premium brands, as well as private label products, the needs of a wide range of consumers are catered to. Furthermore, the performance of chained pet superstores is boosted by the good location of outlets, with most located in shopping centres.

Pet shops decline in popularity
Over the review period, significant changes in the distribution of pet food and pet care products were seen in Hungary. Modern retail chains, such as supermarkets/hypermarkets and expanding chained pet superstores, saw increasing popularity at the expense of independent pet stores. However, the share of retail value sales accounted for by veterinary clinics remained relatively stable over the review period, while internet retailing saw a dramatic gain in retail value sales
share, a trend that is expected to continue apace over the forecast period.

Better performance expected
With household income levels predicted to slowly recover over the forecast period, it is expected that consumers will spend more on pet food and pet care products. Pets, especially dogs and cats are increasingly viewed as family members, and, as the economy recovers, consumers are likely to prove willing to purchase more premium quality products. Meanwhile, due to the expanding range of good quality private label products available, economy and standard brands can also be expected to see increased demand over the forecast period.

Tissue and Hygiene in Hungary

Publishe: October 2011
Price: $ 2400


This Euromonitor market report provides market trend and market growth analysis of the Tissue and Hygiene industry in Hungary. With this market report, you’ll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and projections.

The Hungary Tissue and Hygiene market research report includes:
• Analysis of key supply-side and demand trends
• Historic volumes and values, company and brand market shares
• Five year forecasts of market trends and market growth
• Robust and transparent market research methodology, conducted in-country

Browse All: Consumer Goods Market

Our market research reports answer questions such as:
• What is the market size of Tissue and Hygiene in Hungary?
• What are the major brands in Hungary?
• What are the most dynamic tissue and hygiene categories?
• What are the major markets for tissue products sales?
• What are the major markets for hygiene products sales?

Why buy this report?
• Gain competitive intelligence about market leaders
• Track key industry trends, opportunities and threats
• Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.
• Each report is delivered with the following components:
• Report: PDF and Word
• Market statistics: Excel workbook
• Sample Analysis

EXECUTIVE SUMMARY
Growing value sales
Although consumer spending power had not yet recovered, value sales of tissue and hygiene grew in 2010. However, it should be noted that this value sales growth was generated mainly by price increases. The biggest increase in value and volume sales was seen in toilet paper, the most essential and needed product.

Prices increasing at below the rate of inflation
In most tissue and hygiene categories prices increased, albeit not significantly. As consumers have limited resources to purchase disposable paper products, manufacturers are not able to raise prices by high rates, as they would like to maintain or grow volume sales too, and price increases overall were below the rate of inflation.

Private label still gaining share
The share of private label in tissue and hygiene is higher than in other retail trade industries, because private label products have the same quality as premium brands, but their prices are lower. In addition, many paper products are purchased in drugstores, discounters and hypermarkets/supermarkets, where many of the private label brands can be found under retailers’ names. Consumers are not so loyal to brands and they tend to choose the cheaper one if they can.

Away-from-home products decline
Due to the poor economic condition for institutions, especially offices, hotels and restaurants, due to declining tourism levels and because medical establishments are in a really bad condition due to a lack of strong financing, consumption of AFH products has been declining for years in volume terms and stagnated in value terms in 2010. The only reason value sales did not decline was because of price increases.

Standard brands winning against premium brands
As consumer loyalty is lower than in other retail trade industries, consumers choose between the cheaper products. Prices of premium brands are higher, but their qualities are not significantly better than those of standard products, so consumers choose from the wide range of standard brands. As consumer spending power has not recovered yet, consumption of standard and cheaper brands is growing at the expense of expensive premium brands.

Home Care in Croatia

Published: October 2011
Price: $ 2400


This Euromonitor market report provides market trend and market growth analysis of the Home Care industry in Croatia. With this market report, you’ll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and projections.

The Home Care in Croatia market research report includes:
• Analysis of key supply-side and demand trends
• Historic volumes and values, company and brand market shares
• Five year forecasts of market trends and market growth
• Robust and transparent market research methodology, conducted in-country

Browse All: Consumer Goods Market Research

Our market research reports answer questions such as:
• What is the market size of Home Care in Croatia?
• What are the major brands in Croatia?
• What is the importance of the trend towards environmentally friendly products in home care?
• What are the main growth drivers of the home care market in Croatia?

Why buy this report?
• Gain competitive intelligence about market leaders
• Track key industry trends, opportunities and threats
• Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.
• Each report is delivered with the following components:
• Report: PDF and Word
• Market statistics: Excel workbook
• Sample Analysis

EXECUTIVE SUMMARY
Home care continues to struggle
Home care sales continued to decline in 2010. Croatia is somewhat lagging behind the rest of the world in terms of economic dynamism, with the country’s economy recovering slowly form the recent downturn. Whilst there was a shift towards positive growth at the end of 2010, the overall picture remains bleak. It should be noted that consumption within home care in Croatia is closely related to disposable household income levels.

Trend towards value for money products
In response to tight household budgets, Croatians are becoming increasingly price sensitive. In response to this trend, manufacturers are offering more value for money via price promotions and 2-for-1 pack deals.

Dominant position of international manufacturers
The six leading home care producers dominate sales in Croatia, accounting for 80% of retail value sales in 2010. Two of these producers are domestic based, with the remainder being international players. Considering the global strength of international players, the two domestic companies, Saponia and Labud are performing fairly well. Labud profits from its long tradition within dishwashing and surface care and its offering of well-known local brands while Saponia is attempting to establish itself in neighbouring countries with its laundry and surface care range.

Supermarkets and hypermarkets dominate retail sales
Supermarkets and hypermarkets gained strength over the last decade, establishing themselves as the undisputed leading home care distribution channel in Croatia. The fact that such retailers offer a huge range of products allows them to put pressure on suppliers and increase their competitiveness. Furthermore, by launching their own private label products which are cheaper than multinational brands, such retailers attract a large number of lower income consumers.

Slow economic recovery forecasted
Home care value sales will recover sluggishly over the forecast period and are hardly expected to reach pre-recession levels. As almost 60% of home care sales are made within the saturated laundry care area, where per capita consumption in Croatia is very high, there is little scope for further growth.

Health and Wellness in South Korea

Published: November 2011
Price: $ 1900


This Euromonitor market report provides market trend and market growth analysis of the Health and Wellness industry in South Korea. With this market report, you’ll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and projections.

The Health and Wellness Market in South Korea market research report includes:
• Analysis of key supply-side and demand trends
• Detailed segmentation of international and local products
• Historic volumes and values, company and brand market shares
• Five year forecasts of market trends and market growth
• Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:
• What is the market size of Health and Wellness in South Korea?
• What are the major brands in South Korea?
• Were the sales of health and wellness affected by the global recession?
• What functional ingredients in food and drinks are in fashion in South Korea?
• Is the organic movement still growing?
• Are weight management food and drinks driven by product reformulation?

Why buy this report?
• Gain competitive intelligence about market leaders
• Track key industry trends, opportunities and threats
• Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Health and Wellness market research database.
• Each report is delivered with the following components:
• Report: PDF and Word
• Market statistics: Excel workbook
• Sample Analysis

EXECUTIVE SUMMARY
Growing health and wellness market in 2010
In 2010, the health and wellness market in South Korea continued to see growth, largely due to the ongoing wellbeing trend and more diversified product portfolios. A “smart consumption” trend was also discernible in 2010, with people increasingly making purchases based on “value” or “quality” and not “volume”, meaning that consumers were willing to buy typical health and wellness products such as organic, naturally healthy or functional goods more often regardless of the higher prices. Moreover, the economic recovery that started from the end of 2009 is seeing people pay more to have health and wellness food and beverages more often. Manufacturers have reacted well to what customers want to have. Various brands saw the introduction of no-additive products (eg in dairy) or biscuits that are made from locally-grown products with minimal or no artificial additives. This trend is in line with an increasing preference for naturally healthy or organic products.

Specialised retailers strong in naturally healthy and organic products
As an extension of the wellbeing trend there is increasing interest in naturally healthy or organic foods in South Korea. As a result, specialised organic or naturally healthy product retailers are becoming more common in neighbourhoods. Outlets are usually located strategically in residential areas, so accessibility is much better than with hypermarkets or department stores, which have played major roles in distribution historically. In addition, people tend to look for an “ethical company” that shows a commitment to its social responsibilities with regard to the environment and communities when it comes to buying such products. Unlike hypermarkets or department stores, specialised retailers are able to maintain moderate prices through their differentiated distribution networks and their direct contact with local farmers or communities. Therefore the less marked fluctuations in pricing in such outlets compared to hypermarkets, for example, also appeals to customers.

Increasing number of private label products
Private label products from various distribution channels were an interesting development in 2010. As most of the distribution channels – from department stores to convenience stores – have been developing their own private label brands, more customers could enjoy increased choice options at relatively low prices. Their strategies in terms of private label products are not to copy national brands’ products, but rather to develop an “only” product that it is only possible to be purchased at a certain outlet. However, there has been criticism of unfair contracts with OEM producers or deception in terms of raw ingredients or content volume, so private label has faced some concerns among consumers in terms of reliability. To cope with the criticism of private label products, government organisations such as Korea Food and Drug Administration and distributors are working on quality enhancements through legislation and self-screening systems.

Mergers and acquisitions or strategic alliances for diversification
Companies have been looking to use mergers and acquisitions or strategic alliances to broaden business areas and look for new sales drivers to combat saturation, along with saving time and costs. LG Household & Health Care acquired Hankook F&B and Haitai Beverage in 2010 to supplement its distribution networks and product line-ups. Lotte Samkang’s merger with Pasteur Milk enabled it to relaunch in dairy products, ensure stable raw ingredient supply for its main product, ice cream, and to use Pasteur Milk to supply private label dairy products to all distribution networks in the Lotte Group. For Maeil Dairy Industry Co Ltd strategic alliances with other major players became a solution to the saturated demand in dairy products. Various strategic alliances with key players are expect to be more common as a collective solution for raising sales shares in diverse market areas.

Blueprint for the health and wellness market in the future
The health and wellness market is expected to show positive growth over the forecast period. Not only the competition in diverse product areas, but also the competition between national brands and private label is expected to be fierce. Customers will be able to choose from a wide range of goods, with more detailed customer segmentation expected to play a positive role in market growth.

OLED Lighting Materials Markets 2011

Published: November 2011
Price: $ 2795

The OLED lighting industry has taken great strides in the past two years. OLED luminaires are available to consumers for the first time and new firms are entering into the OLED business on a regular basis.  However, OLED lighting fabrication remains concentrated in a small number of pilot lines whose future is uncertain. 

Still, these pioneer facilities are beginning to shape which materials will be used in the next few years and beyond.  And the firms that are now supplying relatively small amounts of OLED materials to these first OLED lighting manufacturing plants may well emerge as the materials market leaders later in the decade.   Through examination of the types of materials in use today by the early-to-market OLED lighting firms, this report identifies from where the opportunities will come for the OLED lighting materials industry.  It also discusses what has been working – and what has not – in the materials suppliers’ current efforts to break into the OLED lighting market.

NanoMarkets has been providing industry analysis for the OLED lighting community for six years, and this report builds on our well-respected forecasts of both OLED shipments and OLED lighting manufacturing capacity.  It is also utilizes our insider’s understanding of what the major OLED lighting firms are likely to need from their materials suppliers.  Although we show how OLED lighting could represent major potential for the materials and specialty chemical industry over the next decade, we pay special attention to how the opportunities for OLED lighting materials will develop over the next 18 months or so.

Among the important issues that this report discusses are the continuing dominance of UDC in important sectors of the OLED market and the increasingly important role of Chinese OLED materials suppliers. It also evaluates the significance of the emergence of solution-processed small molecules and the continuing failure of polymer OLEDs to catch on the marketplace.

In the long run, NanoMarkets believes that OLED lighting will eventually emerge as the largest addressable market for OLED materials.  However, there is still a long road ahead before the OLED materials market reaches this point.  In the meantime, this report is an essential guide for firms seeking to gain a competitive edge with their materials to improve OLED lighting efficiency, lifetime, and reduction in total cost of ownership. Finally, the report contains detailed volume and revenue forecasts for materials used for OLED lighting broken out by material type and functionality.