market research - shecco · 2019-11-18 · market research involving local stakeholders to obtain...

MARKET RESEARCHinvolving local stakeholders to obtain reliable market

data

Nina Masson, Head of Market Research

shecco

UNIDO-UNEP Expert Group Meeting Sub-

Saharan African Countries

Vienna, 28 November 2013

Market overview: Natural Solutions in Developing Countries and Beyond

agenda

๏ about shecco

๏ GUIDE UNIDO - Natural Substances in Developing Countries

๏ objectives, data collection, collaboration & content overview

๏ summary of UNIDO ATMOsphere Technology Summit

๏ major survey results

๏ examples of data presentation

๏ case studies

๏ summary: the role of local stakeholders & market research

๏ market development company (10+ years)

๏ mission: climate-friendly technologies faster to market

๏ role: “accelerate market introduction”

๏ offices: brussels / tokyo

๏ 100+ partners (europe, america, asia)

๏ expertise: HVAC&R & transport sectors

๏ natural refrigerants (NR): CO2, NH3, HC, H2O, Air

about shecco

industry platformspublic affairs

market research & international projects

events management

getting your technologies

faster to market

shecco services

100+ industry partners worldwide

R744.com

hydrocarbons21.com

ammonia21.com

R718.com

industry platforms

๏ 3500 + articles about natural refrigerants (NR) since 2006

๏ 500 + papers & presentations

๏ 260 + products

๏ 10,000 +/- experts (incl. policy), 150 + countries

๏ global community (free access) to exchange knowledge

world no 1 publisher of NR news

agenda

๏ about shecco






๏ case studies


GUIDE UNIDO - overview

๏ initiated and supported by UNIDO

๏ launched at MOP25 meeting side event in Bangkok

๏ objectives:

๏ summary of UNIDO ATMOsphere Technology Summit held in June 2013

๏ current & future market share for natural refrigerants & foam-blowing agents in developing countries - global survey

๏ barrier types and how to successfully address them

๏ best practice case studies

GUIDE UNIDO - successful collaboration

๏ collaboration between 1 UN agency (UNIDO) and 1 private market research company (shecco)

๏ additional support by another UN agency (UNEP) and globally active HVAC&R suppliers for the data collection & case studies

๏ effective and global data collection was only possible with the strong involvement of NOUs

๏ success factor was the contribution from different stakeholder groups: the private industry sector + the national policy level + the UN level

GUIDE UNIDO - content

about 5 natural refrigerants & foams

success stories of natural substances

worldwide

GUIDE UNIDO - ATMOsphere

summary from the UNIDO ATMOsphere Technology Summit

๏ UNIDO ATMOsphere Technology Summit

๏ 3-4 June 2013

๏ Vienna, UNIDO Headquarters

๏ 200 stakeholders from developed and developing countries

๏ discuss practical solutions for overcoming challenges to the introduction of natural substances

GUIDE UNIDO - ATMOsphere

summary from the UNIDO ATMOsphere Technology Summit

๏ several of the presentations talked about successful use of NR in South African supermarkets

๏ presentations download:

๏ http://www.atmo.org/events.presentations.php?eventid=10


๏ best-practice examples from developing countries only

๏ addressing the barriers of awareness, availability, safety & technology standards, policy frameworks, training & knowledge, incentives & cost

50+ case studies


survey among 200+ individuals from

developing countries

research for the GUIDE UNIDO

๏ results from 2 surveys are part of the GUIDE UNIDO

๏ data was collected using a neutral online software tool with messages sent to UNIDO’s and shecco’s global contact database

๏ NOUs were asked to distribute messages to relevant national stakeholders

๏ findings of two surveys are complementary to provide a maximum of information for decision making

๏ UNIDO (May-July 2013) among 207 respondents (industry + policy), from 82 countries

๏ UNEP (May-July 2012) among 95 National Ozone Unit Officers, from 79 countries - part of an internal report

research for the GUIDE UNIDO

๏ topics covered in the surveys:

๏ awareness & familiarity with HCFC alternatives

๏ capacity of stakeholder groups to facilitate the HCFC phase-out process & stakeholder involvement

๏ market share & trends for the adoption of Natural Substances

๏ barriers & incentives for the uptake of Natural Substances

๏ technology availability & cost barriers

๏ safety, standards & policy frameworks

๏ training & knowledge

UNIDO survey in the GUIDE UNIDO

28,5%

23,2%

22,7%

18,4%

7,2%

Arab StatesAfricaEurope and NISLatin America and the CaribbeanAsia and the Pacific

๏ most respondents came from the Asia and Pacific region

๏ African stakeholders were represented in 18% of responses

UNEP survey in the GUIDE UNIDO

1,1%

43,2%

14,7%

9,5%

27,4%

4,2%

West Asia AfricaEurope and Central Asia Latin America and the CaribbeanAsia and the Pacific North America

๏ most respondents came from the Asia and Pacific region (43%) thanks to the effective cooperation with regional network coordinators

๏ Africa was the second-strongest response group (27%)

UNIDO survey: respondents

๏ manufacturers & suppliers, national governments and engineering / contractors were the main response groups

6,3%9,2%

20,3%

26,6%28,5%

Manufacturer / Supplier National Government / International OrganisationEngineering / Contractor Research / AcademiaConsultancy / Marketing Association / Trade bodiesTraining End-User

source: shecco / UNIDO survey, 207 respondents

starting point: lack of networks & stakeholder involvement

๏ lack of knowledge exchange and stakeholder proactivity is the 3rd strongest barrier out of a list of 8 barriers for the adoption of natural substances

๏ 84% say this is a moderate to very high barrier

source: shecco / UNIDO survey

21,1%

21,1%

41,3%

10,1%

6,4%

No barrier Very high barrier

importance of stakeholders & their impact

๏ importance of stakeholders (fully coloured bars): national governments, manufacturing & supplying industry, and industry associations are most important

๏ impact of stakeholders (white bars): national governments, industry associations and manufacturers/suppliers exert a weak positive influence - all other stakeholders’ influence is currently negative

๏ = more needs to be done to fully use the potential of all stakeholder groups in the adoption of HFC-free substances


3,1

3,73,

84,04,14,

2

National government National government - RoleManufacturers & suppliers Manufacturers & suppliers - RoleIndustry associations Industry associations - RoleEnd-users End-users - RoleResearch & academia Research & academia - RoleNon-profit Sector / NGOs Non-profit Sector / NGOs - Role

data to measure progress over time: reasons for and against adopting NR

๏ the environmental impact is a clear driver, together with efficiency & reliability

๏ training & knowledge is both a driver and a barrier

๏ the cost of technology, availability & supply, and market demand are areas of concern (= largest discrepancy between driver and barrier)


45,7%

24,7%

48,6%

30,1%

42,9%

31,5%

51,4%

34,3%

45,7%

35,6%42

,9%

46,6%

25,7%

63%

14,3%

69,9%

Environmental impact - driver Environmental impact - barrierEfficiency & reliability - driver Efficiency & reliability - barrierTraining & knowledge - driver Training & knowledge - barrierSafety & standards - driver Safety & standards - barrierMarket demand - driver Market demand - barrierCost of substance - driver Cost of substance - barrierAvailability & supply - driver Availability & supply - barrierCost of technology - driver Cost of technology - barrierOther - driver Other - barrier

data to compare applications at one point in time: current market share of NR

๏ natural refrigerants are currently mostly used in industrial refrigeration

๏ domestic refrigeration, commercial refrigeration, light-commercial refrigeration, and commercial / industrial AC in developing countries have promising adoption

๏ overall, market shares are still small on a scale from 0 (“none”) to 5 (“very high”)

1,4

1,5

1,7

1,7

2,0

2,0

2,1

2,3

2,9

Industrial RefrigerationDomestic RefrigerationCommercial RefrigerationLight-Commercial RefrigerationCommercial & Industrial A/CDomestic A/CMobile A/CCommercial & Industrial HeatingDomestic Heating

source: shecco / UNIDO survey, scale: 0 (“none”) to 5 (“very high”)

data to forecast developments: NR adoption potential in the next 5 years

๏ domestic refrigeration will show the largest increase in adoption in the next 5 years in developing countries (proven technology with 650 million HC units)

๏ industrial refrigeration, light-commercial and commercial refrigeration will be very promising


Domestic RefrigerationIndustrial RefrigerationLight-Commercial RefrigerationCommercial RefrigerationCommercial & Industrial A/CDomestic A/CMobile A/CCommercial & Industrial HeatingDomestic Heating

highest adoption potential

lowest adoption potential

data to measure market demand: purchasing criteria for commercial & industrial end-users (europe)

source: shecco survey among 122 HVAC&R experts for European industrial refrigeration, scale: 1-4

3,69

3,583,533,51

3,293,263,25

3,143,08

Trained servicing personnel Environmental impactReliability, compactness, weight Availability & supply of technologyCompliance with current and upcoming legislation Safety levelsROI / life cycle costs Efficiency, performanceCapital cost, initial investment

agenda

๏ about shecco






๏ case studies


data to visualise a market situation: CO2 transcritical (TC) stores in europe 2013

verified:

“CO2 efficie

ncy

equator” is

disappearin

g

change can

happen very fast

(source: shecco, status Nov 2013, data from 14 system suppliers / contractors, 11 food retailers)

CO2 cascade stores: europe 2013

verified so far:

(source: status Nov 2013, data from 11 system suppliers / contractors, 11 food retailers)

data to visualise developments over years:CO2 TC stores in europe 2006-2013

(source: shecco, status Nov 2013)

data to visualise a global situation:(HFC-free) commercial refrigeration

3080+

2020+

2

source: shecco, status Nov 2013

data to visualise value chains & applications: natural refrigerants in the upstream food chain

agenda

๏ about shecco






๏ case studies


data to provide real-life examples: case studies

country & continent

barrier addressed

applicationrefrigerant / foam-

blowing agent key messages /

achievements

UNIDO ATMOsphere link /

links to further information

case: CO2/NH3 system in China

๏ major milestone in China

๏ Zhangzi seafood processing plant uses cascade refrigeration system and CO2 brine system for the cold storage

๏ lowered ammonia charge by 90%

๏ use of sea water as the cooling medium for the high level ammonia refrigeration

๏ use of globally available mature CO2-ready valves reduced welding time by 80%

source: GUIDE UNIDO, Nov 2013

case: ammonia freezers in Viet Nam & Malaysia

๏ use of horizontal plate freezers for freezing fish and shrimp that will be exported to Europe / USA

๏ very reliable solution ready for operation in tough climatic conditions

๏ focus was put on high quality and efficiency of the system - result was short freezing time, robust construction and minimal maintenance

๏ products suitable also for other frozen food like chopped products and vegetables


case: NH3/CO2 system in Jordan

๏ installation in Aug 2012 in Amman = Jordan’s first large-scale NH3/CO2 system

๏ cascade system for freezing poultry during warm summers and cold winters

๏ use of three ammonia compressors, and three reciprocating CO2 on the low stage side to freeze at -40°C and chilling at -10°C

๏ project was engineered and project-managed by the factory’s employees, ensuring high familiarity with the system


case: global consumer goods brand

๏ Nestlé has a natural refrigerant policy since 1986 and uses 90% HFC-free ammonia, carbon dioxide and hydrocarbons solutions in its close to 500 factories in 86 countries

๏ has actively invested in training especially in developing countries and developed internal standards that go beyond many codes and regulations

๏ actions: “safe by design” service, training and education on natural refrigerants


case: CO2 heat pumps in China

๏ Bumade station on the Qinghai-Tibet railway line: three 50kW heat pumps are operating at 4,800m above the sea level for space and water heating - they work well even during winter at outside temperatures of -30°C = the highest in elevation and the lowest in operating temperature in the whole of China

๏ Wuhan University: 50% energy saving with CO2 heat pump combined with an electric boiler for hot drinking water production since October 2011 (as compared to a 100% electric boiler) - 5 tons hot drinking water per day

๏ overall: 50-70 CO2 heat pump projects in China and production capacity of 100,000 units / year


case: NH3 cold store in Namibia

๏ fruit and vegetable storage facility has proven high efficiency during Namibian summer conditions

๏ operation in two stages to achieve the required freezing and cooling (-28°C)


case: 17 CO2-only supermarkets in South Africa

๏ Woolworths and Makro show leadership with combined 17 stores using transcritical CO2 systems

๏ reduction in power consumption: 45%

๏ currently 12% higher installation costs than R404a system


case: up to 26% energy savings with CO2 cascade systems in South Africa

๏ after more than 1 year of operation a large supermarket chain has saved 19-26% energy consumption

๏ direct emissions were reduced by 2,000 CO2e per year through the reduction of R22


case: NH3 small capacity ammonia “plug and play” chillers in Zimbabwe, Angola, Tunisia

๏ consumer goods brand Nestlé has installed 4 units of 70kW chillers in Zimbabwe, 2 units of 90kW chillers in Angola, and 2 units of 115kW plug-and-play ammonia chillers

๏ carbon footprint as compared to an R134a chiller is 12 tonnes CO2e/year


agenda

๏ about shecco






๏ case studies


natural solutions for different applications, world regions and climates are available today or in the near future. a growing number of globally active suppliers already today deliver their products worldwide and constantly innovate. local initiatives increase.

main messages

main messages

BUT: a lack of general information, specific data, awareness and active stakeholder involvement are still among the top priorities to be addressed to drive market change.

market research provides a solid basis for obtaining exactly that type of data needed for closing individual knowledge gaps: national & international comparisons, availability of solutions, market shares & technology trends, real-life case studies...

main messages

market research unveils existing challenges so that they can be better addressed, but it also visualises success stories / best practice to enhance knowledge transfer.

main messages

change can happen fast but ambition and commitment is needed. in data research, the contribution from industry and national governments is key. NOUs and regional network coordinators play a crucial role in this process as multipliers.

main messages

GUIDEs editions in 2013/14

2013

Europe

2014

China

2014

Japan

2014

North America

2013

Developing Countries

2014

Training & Education

2013

Europe: HFC taxes & incentives

shecco publications - new page

๏ all publications are available on a new platform with direct access to free publications

๏ download or online viewing:

๏ GUIDE Europe 2012

๏ GUIDE North America 2013

๏ GUIDE NH3/CO2 Secondary Industrial Refrigeration

๏ GUIDE UNIDO: Natural Solutions for Developing Countries

๏ various ATMOsphere Summary Reports 2010-13

GUIDE UNIDO:

http://publications.shecco.com/publications/view/16

contact details:

Nina [email protected]+32 2 230 3700+32 473 468 194

shecco - useful links

Industry Platforms:

http://www.hydrocarbons21.com

http://www.R744.com

http://www.ammonia21.com

http://www.R718.comOther GUIDES (Europe; North America; CO2/NH3 industrial refrigeration; ATMOsphere Summary Reports

http://publications.shecco.comATMOsphere conferences, side-events & network meetings:

http://www.ATMO.org

market research - shecco · 2019-11-18 · market research involving local stakeholders to obtain...

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