Global Waterproofing Membrane Market: Analysis By Product, By Application, By Raw Material, By Usage, By Region Size and Trends with Impact of COVID-19 and Forecast up to 2026

May 2022 | 155 pages | ID: GBDBB3F17DE1EN
Daedal Research

Abstracts

The global waterproofing membrane market in 2021 was valued at US$29.25 billion. The market is projected to augment to US$40.08 billion by 2026. A waterproofing membrane is a thin layer of waterproofing layer that is placed on the surface. It is a continuous layer that does not allow water to pass through it.

The waterproofing membranes prevent a range of construction industry challenges such as deterioration of electrical fittings, softening & crumbling of plasters, and corrosion of metals. Waterproofing membranes when applied on walls prevents water penetration and subsequent infrastructural damage thereby protecting walls and floors in basements, balconies, terraces, and even swimming pool against water and humidity. The market is expected to grow at a CAGR of 6.50% during the forecast period of 2022-2026.

Market Segmentation Analysis:

By Product: The report provides the bifurcation of the waterproofing membrane market into two segments based on product: Liquid Applied Membrane and Sheet Membrane. In 2021, the liquid applied membrane segment lead the waterproofing membrane market, accounting for around 64% share of the market. The liquid applied membrane segment is expected to experience high growth owing to the growing awareness of the advantages of the product such as cost-effectiveness and ease of installation. Moreover, manufacturers are focusing to introduce new solutions in the market which would further contribute to the market growth.

By Application: On the basis of application, the market has been segmented into six parts namely Building Structures, Roofing, Roadways, Waste & Water Management, Walls, and Others. Building structures hold the share of almost 35% in the market. The growth can be attributed due to the high application of waterproofing membranes in buildings to improve the shelf life and protection at varying temperatures.

By Raw Material: The global waterproofing membrane market can be divided into six segments based on construction type: PVC, HDPE, EPDM, TPO, Modified Bitumen, and Others. Modified bitumen segment is expected to grow at a CAGR of 6.8% in the coming years owing to its unique properties such as high resistance to weathering and aging. It increases the product viability in terms of flexibility at low temperatures, high UV resistance properties, and improved flow resistance at high temperatures.

By Usage: The report provides the segmentation of global waterproofing membrane market based on usage: New Construction and Refurbishment. The refurbishment market is anticipated to grow at a CAGR of 8.5% during the forecasted period. The increase in refurbishment activities in developed economies such as the US and countries in Europe are the major drivers of the waterproofing membrane market. Rising disposable income, easy availability of loans, and increased affordability have led homeowners to spend more on refurbishment and renovation projects.

By Region: In the report, the global waterproofing membrane market is divided into four regions: Asia Pacific, North America, Europe, and the Rest of the World. The Asia Pacific dominated the market in 2021 with almost 34% share of the global market. The Asia Pacific is anticipated to lead the global waterproofing membrane market during the forecast period owing to the growing infrastructural developments and rapid industrialization, especially in China and India. The US market is divided based on product: Liquid Applied Membrane and Sheet Membrane. The liquid applied membrane is expected to grow at a CAGR of 6.16% owing to the increase in the number of housing projects, growing underground water construction requirements, and rising infrastructural developments in the US. Within Europe, Germany acquired around 26% of the market share as the new German Social Democrat government is focusing heavily on the housing crisis in the country.

Global Waterproofing Membrane Market Dynamics:

Growth Drivers: One of the most important factors impacting waterproofing membrane market is the increasing construction activities. One of the most important applications in a construction is waterproofing. Waterproofing improves the durability of many different surfaces in construction. In addition, waterproofing materials should be applied in order to ensure the comfort of the house or office to be used after the construction is finished. The increase in the construction activities is creating lucrative demand for waterproofing solutions. Furthermore, the market has been growing over the past few years, due to factors such as growing urbanization, increasing disposable income, supportive government initiatives, a wide variety of applications, rising demand for residential spaces, etc.

Challenges: However, the market has been confronted with some challenges specifically, fluctuating raw material prices, potential health, and environmental issues, etc.

Trends: The market is projected to grow at a fast pace during the forecast period, due to various latest trends such as increasing housing age, growing demand for green roofing and green building, etc. Waterproofing is important for these building structures as they provide efficient protection from water runoff and weather conditions, and also provides energy efficiency. In countries, such as Germany and the US, green buildings are witnessing high growth owing to regulations on emissions from buildings. Therefore, an increase in the number of green building projects is expected to positively influence the growth of the waterproofing membrane market in the coming years.

Impact Analysis of COVID-19 and Way Forward:

The waterproofing membrane market growth was negatively affected by the COVID-19 pandemic in early 2020, as lockdowns, social distancing measures, and trade sanctions have triggered massive disruptions to global supply chain networks. A major challenge that the waterproofing membrane market faced during the initial period of the COVID-19 outbreak was the low availability of the workforce and rising labor costs. After a period of contraction in demand, waterproofing membrane demand would be supported by an increase in housing starts and the efforts of building owners to repair or replace the nation’s large stock of structures with older or worn structures, thus resulting in a positive growth outlook. Also, virtual communications with homeowners have been growing in popularity, as have touch-free orders, pickups, and deliveries.

Competitive Landscape:

The global waterproofing membrane market is highly fragmented, with many players holding trivial market share. The key players of the global waterproofing membrane market are:

• Sika AG
• Dow Inc. (The Dow Chemical Company)
• Carlisle Companies Incorporated
• BASF SE
• Berkshire Hathaway, Inc. (Johns Manville)
• RPM International Inc. (Tremco Incorporated)
• GCP Applied Technologies, Inc.
• Soprema Group
• Forsoc, Inc.
• Standard Industries (BMI Group)

Vendors working in the waterproofing membrane market are focused on the development of durable as well as easy-to-install products. Apart from this, the growing efforts of major players to offer cost-effective and superior quality products are expected to fuel the growth of the global waterproofing membrane market in the coming years. Some of the strategies among key players in the market for waterproofing membrane market are partnerships, mergers, acquisitions, and collaborations. For Instance, in 2022, BMI Group acquired Spanish company Asfaltos ChovA, a specialist in efficient flat building solutions for waterproofing and thermal and acoustic insulation. Moreover, Carlisle Construction Materials would produce the commercial roofing industry’s first 16-foot-wide TPO membranes. In addition to this, in 2021, Forsoc, Inc. introduced a product called Polyurea WH 100, which hand-applied application makes the installation of a wide range of roof waterproofing applications easy.

Scope of the Report:

The report titled “Global Waterproofing Membrane Market: Analysis By Product, By Application, By Raw Material, By Usage, By Region Size and Trends with Impact of COVID-19 and Forecast up to 2026”, includes:

• An in-depth analysis of the global waterproofing membrane market by value, by product, by application, by raw material, by usage, by region, etc.
• The regional analysis of the waterproofing membrane market, including the following regions:
  • Asia Pacific (China, Japan, India, Australia, South Korea, and the Rest of the Asia Pacific)
  • North America (The US, Canada, and Mexico)
  • Europe (UK, Germany, France, Italy, Spain, and the Rest of Europe)
  • Rest of the World
• Comprehensive information about emerging markets. This report analyses the market for various segments across geographies.
• Provides an analysis of the COVID-19 impact on the global waterproofing membrane market.
• Assesses the key opportunities in the market and outlines the factors that are and will be driving the growth of the industry. Growth of the overall waterproofing membrane market has also been forecasted for the period 2022-2026, taking into consideration the previous growth patterns, the growth drivers, and the current and future trends.
• Evaluation of the potential role of waterproofing membrane services to improve the market status.
• Identification of new technological developments, R&D activities, and product launches occuring in the waterproofing membrane market.
• In-depth profiling of the key players, including the assessment of the business overview, market strategies, regional and business segments of the leading players in the market.
• The recent developments, mergers and acquisitions related to mentioned key players are provided in the market report.
• The in-depth analysis provides an insight into the Market, underlining the growth rate and opportunities offered in the business.

Contents

1. EXECUTIVE SUMMARY

2. INTRODUCTION

2.1 Waterproofing Membrane: An Overview
  2.1.1 Introduction to Waterproofing Membrane
  2.1.2 Benefits of Waterproofing Membrane
2.2 Waterproofing Membrane Segmentation: An Overview
  2.2.1 Waterproofing Membrane Segmentation

3. GLOBAL MARKET ANALYSIS

3.1 Global Waterproofing Membrane Market: An Analysis
  3.1.1 Global Waterproofing Membrane Market by Value
  3.1.2 Global Waterproofing Membrane Market by Product (Liquid Applied Membrane and Sheet Membrane)
  3.1.3 Global Waterproofing Membrane Market by Application (Building Structures, Roofing, Roadways, Waste & Water Management, Walls, and Others)
  3.1.4 Global Waterproofing Membrane Market by Raw Material (PVC, HDPE, EPDM, TPO, Modified Bitumen, and Others)
  3.1.5 Global Waterproofing Membrane Market by Usage (New Construction and
Refurbishment)
  3.1.6 Global Waterproofing Membrane Market by Region (Asia Pacific, North America, Europe, and the Rest of the World)
3.2 Global Waterproofing Membrane Market: Product Analysis
  3.2.1 Global Liquid Applied Membrane Market by Value
  3.2.2 Global Sheet Membrane Market by Value
3.3 Global Waterproofing Membrane Market: Application Analysis
  3.3.1 Global Building Structures Waterproofing Membrane Market by Value
  3.3.2 Global Roofing Waterproofing Membrane Market by Value
  3.3.3 Global Roadways Waterproofing Membrane Market by Value
  3.3.4 Global Waste & Water Management Waterproofing Membrane Market by Value
  3.3.5 Global Walls Waterproofing Membrane Market by Value
  3.3.6 Global Others Waterproofing Membrane Market by Value
3.4 Global Waterproofing Membrane Market: Raw Material Analysis
  3.4.1 Global PVC Waterproofing Membrane Market by Value
  3.4.2 Global HDPE Waterproofing Membrane Market by Value
  3.4.3 Global EPDM Waterproofing Membrane Market by Value
  3.4.4 Global TPO Waterproofing Membrane Market by Value
  3.4.5 Global Modified Bitumen Waterproofing Membrane Market by Value
  3.4.6 Global Other Waterproofing Membrane Market by Value
3.5 Global Waterproofing Membrane Market: Usage Analysis
  3.5.1 Global New Construction Waterproofing Membrane Market by Value
  3.5.2 Global Refurbishment Waterproofing Membrane Market by Value

4. REGIONAL MARKET ANALYSIS

4.1 Asia Pacific Waterproofing Membrane Market: An Analysis
  4.1.1 Asia Pacific Waterproofing Membrane Market by Value
  4.1.2 Asia Pacific Waterproofing Membrane Market by Region (China, Japan, India, Australia, South Korea, and the Rest of the Asia Pacific)
  4.1.3 China Waterproofing Membrane Market by Value
  4.1.4 Japan Waterproofing Membrane Market by Value
  4.1.5 India Waterproofing Membrane Market by Value
  4.1.6 Australia Waterproofing Membrane Market by Value
  4.1.7 South Korea Waterproofing Membrane Market by Value
  4.1.8 Rest of Asia Pacific Waterproofing Membrane Market by Value
4.2 North America Waterproofing Membrane Market: An Analysis
  4.2.1 North America Waterproofing Membrane Market by Value
  4.2.2 North America Waterproofing Membrane Market by Region (The US, Canada, and Mexico)
  4.2.3 The US Waterproofing Membrane Market by Value
  4.2.4 The US Waterproofing Membrane Market by Product (Liquid Applied Membrane and Sheet Membrane)
  4.2.5 The US Liquid Applied Membrane Market by Value
  4.2.6 The US Sheet Membrane Market by Value
  4.2.7 Canada Waterproofing Membrane Market by Value
  4.2.8 Mexico Waterproofing Membrane Market by Value
4.3 Europe Waterproofing Membrane Market: An Analysis
  4.3.1 Europe Waterproofing Membrane Market by Value
  4.3.2 Europe Waterproofing Membrane Market by Region (Germany, UK, France, Italy, Spain, and Rest of the Europe)
  4.3.3 Germany Waterproofing Membrane Market by Value
  4.3.4 The UK Waterproofing Membrane Market by Value
  4.3.5 France Waterproofing Membrane Market by Value
  4.3.6 Italy Waterproofing Membrane Market by Value
  4.3.7 Spain Waterproofing Membrane Market by Value
  4.3.8 Rest of Europe Waterproofing Membrane Market by Value
4.4 Rest of World Waterproofing Membrane Market: An Analysis
  4.4.1 Rest of World Waterproofing Membrane Market by Value

5. IMPACT OF COVID-19

5.1 Impact of COVID-19 on Waterproofing Membrane Market
5.2 Impact of COVID-19 on Construction Activities
5.3 Post Pandemic Impact

6. MARKET DYNAMICS

6.1 Growth Drivers
  6.1.1 Growing Construction Industry
  6.1.2 Rapid Urbanization
  6.1.3 Increasing Disposable Income
  6.1.4 Supportive Government Initiatives
  6.1.5 Wide Variety Of Application
  6.1.6 Rising Demand for Residential Spaces
6.2 Challenges
  6.2.1. Fluctuating Raw Material Prices
  6.2.2 Potential Health and Environmental Issues
6.3 Market Trends
  6.3.1 Increasing Housing Age
  6.3.2 Growing Demand For Green Roofing & Green Building

7. COMPETITIVE LANDSCAPE

7.1 Global Waterproofing Membrane Market Players: Merger & Acquisition
7.2 Global Waterproofing Membrane Market Players: Recent Product Launch

8. COMPANY PROFILES

8.1 Sika AG
  8.1.1 Business Overview
  8.1.2 Operating Segments
  8.1.3 Business Strategy
8.2 Dow Inc. (The Dow Chemical Company)
  8.2.1 Business Overview
  8.2.2 Operating Segment
  8.2.3 Business Strategy
8.3 Carlisle Companies Incorporated
  8.3.1 Business Overview
  8.3.2 Operating Segment
  8.3.3 Business Strategy
8.4 BASF SE
  8.4.1 Business Overview
  8.4.2 Operating Segment
  8.4.3 Business Strategy
8.5 Berkshire Hathaway, Inc. (Johns Manville)
  8.5.1 Business Overview
  8.5.2 Operating Segments
  8.5.3 Business Strategy
8.6 RPM International Inc. (Tremco Incorporated)
  8.6.1 Business Overview
  8.6.2 Operating Segment
  8.6.2 Business Strategy
8.7 GCP Applied Technologies, Inc.
  8.7.1 Business Overview
  8.7.2 Operating Segment
  8.7.3 Business Strategy
8.8 Soprema Group
  8.8.1 Business Overview
  8.8.2 Business Strategy
8.9 Forsoc, Inc.
  8.9.1 Business Overview
  8.9.2 Business Strategy
8.10 Standard Industries (BMI Group)
  8.10.1 Business Overview
  8.10.2 Business Strategy

List Of Figures

LIST OF FIGURES

Figure 1: Benefits of Waterproofing Membrane
Figure 2: Waterproofing Membrane Segmentation
Figure 3: Global Waterproofing Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 4: Global Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 5: Global Waterproofing Membrane Market by Product; 2021 (Percentage, %)
Figure 6: Global Waterproofing Membrane Market by Application; 2021 (Percentage, %)
Figure 7: Global Waterproofing Membrane Market by Raw Material; 2021 (Percentage, %)
Figure 8: Global Waterproofing Membrane Market by Usage; 2021 (Percentage, %)
Figure 9: Global Waterproofing Membrane Market by Region; 2021 (Percentage, %)
Figure 10: Global Liquid Applied Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 11: Global Liquid Applied Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 12: Global Sheet Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 13: Global Sheet Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 14: Global Building Structures Waterproofing Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 15: Global Building Structures Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 16: Global Roofing Waterproofing Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 17: Global Roofing Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 18: Global Roadways Waterproofing Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 19: Global Roadways Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 20: Global Waste & Water Management Waterproofing Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 21: Global Waste & Water Management Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 22: Global Walls Waterproofing Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 23: Global Walls Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 24: Global Others Waterproofing Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 25: Global Others Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 26: Global PVC Waterproofing Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 27: Global PVC Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 28: Global HDPE Waterproofing Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 29: Global HDPE Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 30: Global EPDM Waterproofing Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 31: Global EPDM Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 32: Global TPO Waterproofing Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 33: Global TPO Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 34: Global Modified Bitumen Waterproofing Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 35: Global Modified Bitumen Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 36: Global Other Waterproofing Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 37: Global Other Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 38: Global New Construction Waterproofing Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 39: Global New Construction Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 40: Global Refurbishment Waterproofing Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 41: Global Refurbishment Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 42: Asia Pacific Waterproofing Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 43: Asia Pacific Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 44: Asia Pacific Waterproofing Membrane Market by Region; 2021 (Percentage, %)
Figure 45: China Waterproofing Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 46: China Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 47: Japan Waterproofing Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 48: Japan Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 49: India Waterproofing Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 50: India Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 51: Australia Waterproofing Membrane Market by Value; 2017-2021 (US$ Million)
Figure 52: Australia Waterproofing Membrane Market by Value; 2017-2021 (US$ Million)
Figure 53: South Korea Waterproofing Membrane Market by Value; 2017-2021 (US$ Million)
Figure 54: South Korea Waterproofing Membrane Market by Value; 2022-2026 (US$ Million)
Figure 55: Rest of Asia Pacific Waterproofing Membrane Market by Value; 2017-2021 (US$ Million)
Figure 56: Rest of Asia Pacific Waterproofing Membrane Market by Value; 2022-2026 (US$ Million)
Figure 57: North America Waterproofing Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 58: North America Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 59: North America Waterproofing Membrane Market by Region; 2021 (Percentage, %)
Figure 60: The US Waterproofing Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 61: The US Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 62: The US Waterproofing Membrane Market by Product; 2021 (Percentage, %)
Figure 63: The US Liquid Applied Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 64: The US Liquid Applied Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 65: The US Sheet Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 66: The US Sheet Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 67: Canada Waterproofing Membrane Market by Value; 2017-2021 (US$ Million)
Figure 68: Canada Waterproofing Membrane Market by Value; 2022-2026 (US$ Million)
Figure 69: Mexico Waterproofing Membrane Market by Value; 2017-2021 (US$ Million)
Figure 70: Mexico Waterproofing Membrane Market by Value; 2022-2026 (US$ Million)
Figure 71: Europe Waterproofing Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 72: Europe Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 73: Europe Waterproofing Membrane Market by Region; 2021 (Percentage, %)
Figure 74: Germany Waterproofing Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 75: Germany Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 76: The UK Waterproofing Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 77: The UK Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 78: France Waterproofing Membrane Market by Value; 2017-2021 (US$ Million)
Figure 79: France Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 80: Italy Waterproofing Membrane Market by Value; 2017-2021 (US$ Million)
Figure 81: Italy Waterproofing Membrane Market by Value; 2022-2026 (US$ Million)
Figure 82: Spain Waterproofing Membrane Market by Value; 2017-2021 (US$ Million)
Figure 83: Spain Waterproofing Membrane Market by Value; 2022-2026 (US$ Million)
Figure 84: Rest of Europe Waterproofing Membrane Market by Value; 2017-2021 (US$ Million)
Figure 85: Rest of Europe Waterproofing Membrane Market by Value; 2022-2026 (US$ Million)
Figure 86: Rest of World Waterproofing Membrane Market by Value; 2017-2021 (US$ Billion)
Figure 87: Rest of World Waterproofing Membrane Market by Value; 2022-2026 (US$ Billion)
Figure 88: Global Construction Activity Index; Q2 2020-Q4 2021 (Index)
Figure 89: Global Construction Market by Value; 2020-2030 (US$ Trillion)
Figure 90: Global Share of Urban Population in Total Population; 2015-2050 (Percentage, %)
Figure 91: The US Per Capita Personal Disposable Income; 2011-2021 (US$ Thousand)
Figure 92: Crude Oil Prices; 2020-2022 (US$ Per Barrel)
Figure 93: The US Number of Homes by Age: 2021 (Million)
Figure 94: Sika AG Net Sales by Segment; 2021 (Percentage, %)
Figure 95: Dow Inc. Net Sales by Segment; 2021 (Percentage, %)
Figure 96: Carlisle Companies Incorporated Revenue by Segment; 2021 (Percentage, %)
Figure 97: BASF SE Sales by Segment; 2021 (Percentage, %)
Figure 98: Berkshire Hathaway, Inc. Revenue by Segment; 2021 (Percentage, %)
Figure 99: RPM International Inc. Net Sales by Segment; 2021 (Percentage, %)
Figure 100: GCP Applied Technologies, Inc. Net Sales by Segment; 2021 (Percentage, %)
Table 1: Global Waterproofing Membrane Market Players: Merger & Acquisition
Table 2: Global Waterproofing Membrane Market Players: Recent Product Launch