Gypsum industry news

UK: British Gypsum’s non-loadbearing metal stud plasterboard partition systems, including shaft walls, have become one of the first products on the local market to carry the Code for Construction Product Information (CCPI) mark. The scheme is intended to provide assurance to end users that the product information for these products is clear, accurate, accessible, up-to-date and unambiguous.

The CCPI was initiated by the Construction Product Association (CPA) as a direct response to Judith Hackitt’s review of Building Regulations and Fire Safety set up in the wake of the Grenfell Tower fire in 2017. The CPA is a UK-based construction industry trade association.

US: CertainTeed has updated its visual branding, including its logo. The new design was officially launched at the International Builders’ Show that took place in Las Vegas from late January 2023. The light building materials producer says that the exercise “represents a major paradigm shift for the manufacturer – reinforcing its customer-focused, comprehensive offering of light and sustainable building solutions and systems.”

CertainTeed’s chief executive officer Mark Rayfield said “As a leader at the forefront of the building sector, we recognised an opportunity to evolve how our customers specify our products." He added, "We're taking 'one-stop shop' to the next level by serving as a preferred source for cohesive systems and complementary products that not only help builders grow their reputation, but make it easier than ever to deliver on what matters most: performance, sustainability, and longevity."

The company says that the new visual identity is inspired by the creative ritual of reviewing and selecting materials in the early stages of construction or remodeling. Logo details, such as the cartouche, borrowed from the logo of parent company Saint-Gobain, serve as a nod to their connection, while the interlocking pattern acknowledges CertainTeed as an interdependent collective of connections - in its work, its communities, and the planet.

New Zealand: The Commerce Commission has said that builders have found it difficult to substitute alternative brands of gypsum wallboard because the building material is commonly specified by brand in building plans. Differences in consenting decisions by local government authorities and quantity-forcing rebates for wallboard have also been identified as making it harder for builders to source supplies. The regulator has been investigating general residential building supplies since November 2021 and made the comments as part of a draft report.
Commission chair Anna Rawlings said “Our preliminary view is that competition for the supply of key building supplies is not working as well as it could, and would be improved if it was easier for building products to be introduced and for competing suppliers to expand their business.”

The draft report has found certain brands of product have become ‘embedded’ in home-building practice in New Zealand and has recommended that the building regulatory system should include competition as a deliberate objective. It added that, in some circumstances, some types of rebates paid by established suppliers to merchants appeared to be reinforcing difficulties faced by competing products. The commission will now take comment on its draft report until September 2022. The final report will be published in December 2022.

Winstone Wallboards’ GIB product range is the main brand of wallboard used in the country. The company is reported to hold around a 95% share of the local market. Wallboard shortages have been reported since mid-2021.

UK: Saint-Gobain has brought its British Gypsum, Celotex and Isover gypsum wallboard and insulation brands together under the Saint-Gobain Interior Solutions portfolio. The marketing labelling is intended to allow customers to access products, solutions and services.

Dean O’Sullivan, the managing director of Saint-Gobain Interior Solutions, said “This collective three-brand approach allows customers to access the know-how and expertise of each brand in one place, through our dedicated sector and sales teams. This will bring a range of benefits to our customers, allowing us to provide even better support, with even simpler access to our market-leading systems and products.” He added, ”Each brand continues to play an important part, but by having a single point of contact and sector specific teams, we are confident our customers will realise the strength in collaboration and solutions that ultimately help them meet their needs for outstanding performance, longevity and value.”

New Zealand: The government has established a taskforce to tackle the on-going national gypsum wallboard shortage. Scoop News has reported that the taskforce consists of industry experts. The body says that it will renew the focus on competition in the building materials sector. Minister for Building and Construction Megan Woods has written a letter to Winstone Wallboards' parent company Fletcher Building regarding trademark protections, specifically urging it not to take action on its product colour trademarks. The taskforce also plans to explore new distribution models and investigate the potential of new products in the New Zealand market.

Megan Woods said "The taskforce has a very clear aim: to increase sector productivity as quickly as possible, and to remove any unnecessary barriers, including around certification, to facilitate the use of different types of plasterboard."

Germany: Fuchs Lubritech has merged into Fuchs Schmierstoffe. Following the merger, the latter also rebranded as Fuchs Lubricants Germany on 3 June 2022. Fuchs Lubricants Germany will assume all contractual responsibilities of Fuchs Lubritech.

Saudi Arabia: Mada Gypsum plans to reposition itself as a solutions provider, while retaining its core offer of gypsum wallboard. Accordingly, it has launched a new brand identity under the motto Building Excellence. Gulf Construction News has reported that the company is seeking to increase its offering of gypsum wallboard internal lining solutions and to maximise its production of components for its system solution in-house.

President Greg Smith said “Mada Gypsum has been repositioning itself and building capabilities with a focus on promoting itself as a system provider. This shift from being a plasterboard supplier to systems supplier was an important differentiator that allowed us to leverage the strength we have with our other products such as metal profiles, ceiling tiles, glass matt sheathing, fibre cement boards and joint compound.” Smith concluded “Our evolution now to a solution provider is a natural progression, as we have the structure, the people and the products in place.”

Japan: Yoshino Gypsum will celebrate the 100th anniversary of its Tiger brand of gypsum wallboard on 1 March 2022. The company was originally founded in 1901 when it started mining gypsum at the Yoshino Mine in Yamagata Prefecture. It later started to sell its first gypsum board product with the Tiger brand in 1922.

US: SGK, a division of Matthews International Corporation, has created a global, unified packaging system for USG Boral. USG Boral hired SGK to brand its varied processes and brands packaging into one core and consistent master brand. The common goal was to unify 14 categories across 12 markets and 13 businesses into one cohesive efficient packaging system.

To prepare for the branding exercise, the USG Boral and SGK teams conducted audit sessions within the different markets and spoke to a range of stakeholders, architects, builders, contractors, distributors and end users. The aim was to create a unified portfolio architecture that allows for future 'premiumization,' whilst optimising brand recognition and product navigation. The new packaging design is intended to allow easy navigation of product types through vivid colours and bold typography. It also includes anti-counterfeiting measures.

"Our partnership with SGK has been a fascinating journey in designing a new, cohesive packaging system for our diverse portfolio across the Asia-Pacific and Middle East markets. The system manages to convey the union of USG Boral's premium positioning and best-in-class building products technology, manufacturing and distribution footprint. We are now becoming one USG Boral across 12 different markets and cultures throughout Asia, Australia and the Middle East," said Jeremy Verstraete, Marketing Director, USG Boral.