Global Modified Bitumen Waterproofing Membrane Market 2026 by Manufacturers, Regions, Type and Application, Forecast to 2032
1 Market Overview
- 1.1 Product Overview and Scope
- 1.2 Market Estimation Caveats and Base Year
- 1.3 Market Analysis by Type
- 1.3.1 Overview: Global Modified Bitumen Waterproofing Membrane Consumption Value by Type: 2021 Versus 2025 Versus 2032
- 1.3.2 Polyester Felt Tire Base
- 1.3.3 Fiberglass Felt Tire Base
- 1.3.4 Glass Fiber Reinforced Polyester Felt Tire Base
- 1.4 Market Analysis by Application
- 1.4.1 Overview: Global Modified Bitumen Waterproofing Membrane Consumption Value by Application: 2021 Versus 2025 Versus 2032
- 1.4.2 Residential
- 1.4.3 Commercial Building
- 1.4.4 Industrial Building
- 1.5 Global Modified Bitumen Waterproofing Membrane Market Size & Forecast
- 1.5.1 Global Modified Bitumen Waterproofing Membrane Consumption Value (2021 & 2025 & 2032)
- 1.5.2 Global Modified Bitumen Waterproofing Membrane Sales Quantity (2021-2032)
- 1.5.3 Global Modified Bitumen Waterproofing Membrane Average Price (2021-2032)
2 Manufacturers Profiles
- 2.1 British Polythene
- 2.1.1 British Polythene Details
- 2.1.2 British Polythene Major Business
- 2.1.3 British Polythene Modified Bitumen Waterproofing Membrane Product and Services
- 2.1.4 British Polythene Modified Bitumen Waterproofing Membrane Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.1.5 British Polythene Recent Developments/Updates
- 2.2 Soprema Group
- 2.2.1 Soprema Group Details
- 2.2.2 Soprema Group Major Business
- 2.2.3 Soprema Group Modified Bitumen Waterproofing Membrane Product and Services
- 2.2.4 Soprema Group Modified Bitumen Waterproofing Membrane Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.2.5 Soprema Group Recent Developments/Updates
- 2.3 Oriental Yuhong
- 2.3.1 Oriental Yuhong Details
- 2.3.2 Oriental Yuhong Major Business
- 2.3.3 Oriental Yuhong Modified Bitumen Waterproofing Membrane Product and Services
- 2.3.4 Oriental Yuhong Modified Bitumen Waterproofing Membrane Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.3.5 Oriental Yuhong Recent Developments/Updates
- 2.4 GAF
- 2.4.1 GAF Details
- 2.4.2 GAF Major Business
- 2.4.3 GAF Modified Bitumen Waterproofing Membrane Product and Services
- 2.4.4 GAF Modified Bitumen Waterproofing Membrane Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.4.5 GAF Recent Developments/Updates
- 2.5 Sika Group
- 2.5.1 Sika Group Details
- 2.5.2 Sika Group Major Business
- 2.5.3 Sika Group Modified Bitumen Waterproofing Membrane Product and Services
- 2.5.4 Sika Group Modified Bitumen Waterproofing Membrane Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.5.5 Sika Group Recent Developments/Updates
- 2.6 Hongyuan Waterproof
- 2.6.1 Hongyuan Waterproof Details
- 2.6.2 Hongyuan Waterproof Major Business
- 2.6.3 Hongyuan Waterproof Modified Bitumen Waterproofing Membrane Product and Services
- 2.6.4 Hongyuan Waterproof Modified Bitumen Waterproofing Membrane Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.6.5 Hongyuan Waterproof Recent Developments/Updates
- 2.7 CKS
- 2.7.1 CKS Details
- 2.7.2 CKS Major Business
- 2.7.3 CKS Modified Bitumen Waterproofing Membrane Product and Services
- 2.7.4 CKS Modified Bitumen Waterproofing Membrane Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.7.5 CKS Recent Developments/Updates
- 2.8 Yuanda Hongyu
- 2.8.1 Yuanda Hongyu Details
- 2.8.2 Yuanda Hongyu Major Business
- 2.8.3 Yuanda Hongyu Modified Bitumen Waterproofing Membrane Product and Services
- 2.8.4 Yuanda Hongyu Modified Bitumen Waterproofing Membrane Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.8.5 Yuanda Hongyu Recent Developments/Updates
- 2.9 Johns Manville
- 2.9.1 Johns Manville Details
- 2.9.2 Johns Manville Major Business
- 2.9.3 Johns Manville Modified Bitumen Waterproofing Membrane Product and Services
- 2.9.4 Johns Manville Modified Bitumen Waterproofing Membrane Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.9.5 Johns Manville Recent Developments/Updates
- 2.10 Henkel Polybit
- 2.10.1 Henkel Polybit Details
- 2.10.2 Henkel Polybit Major Business
- 2.10.3 Henkel Polybit Modified Bitumen Waterproofing Membrane Product and Services
- 2.10.4 Henkel Polybit Modified Bitumen Waterproofing Membrane Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.10.5 Henkel Polybit Recent Developments/Updates
- 2.11 Polyglass
- 2.11.1 Polyglass Details
- 2.11.2 Polyglass Major Business
- 2.11.3 Polyglass Modified Bitumen Waterproofing Membrane Product and Services
- 2.11.4 Polyglass Modified Bitumen Waterproofing Membrane Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.11.5 Polyglass Recent Developments/Updates
- 2.12 Imperbit Membrane
- 2.12.1 Imperbit Membrane Details
- 2.12.2 Imperbit Membrane Major Business
- 2.12.3 Imperbit Membrane Modified Bitumen Waterproofing Membrane Product and Services
- 2.12.4 Imperbit Membrane Modified Bitumen Waterproofing Membrane Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.12.5 Imperbit Membrane Recent Developments/Updates
- 2.13 Fosroc
- 2.13.1 Fosroc Details
- 2.13.2 Fosroc Major Business
- 2.13.3 Fosroc Modified Bitumen Waterproofing Membrane Product and Services
- 2.13.4 Fosroc Modified Bitumen Waterproofing Membrane Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.13.5 Fosroc Recent Developments/Updates
- 2.14 EDIL Roofing Products
- 2.14.1 EDIL Roofing Products Details
- 2.14.2 EDIL Roofing Products Major Business
- 2.14.3 EDIL Roofing Products Modified Bitumen Waterproofing Membrane Product and Services
- 2.14.4 EDIL Roofing Products Modified Bitumen Waterproofing Membrane Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.14.5 EDIL Roofing Products Recent Developments/Updates
- 2.15 IKO Industries
- 2.15.1 IKO Industries Details
- 2.15.2 IKO Industries Major Business
- 2.15.3 IKO Industries Modified Bitumen Waterproofing Membrane Product and Services
- 2.15.4 IKO Industries Modified Bitumen Waterproofing Membrane Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.15.5 IKO Industries Recent Developments/Updates
- 2.16 Siplast
- 2.16.1 Siplast Details
- 2.16.2 Siplast Major Business
- 2.16.3 Siplast Modified Bitumen Waterproofing Membrane Product and Services
- 2.16.4 Siplast Modified Bitumen Waterproofing Membrane Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.16.5 Siplast Recent Developments/Updates
- 2.17 ChovA
- 2.17.1 ChovA Details
- 2.17.2 ChovA Major Business
- 2.17.3 ChovA Modified Bitumen Waterproofing Membrane Product and Services
- 2.17.4 ChovA Modified Bitumen Waterproofing Membrane Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.17.5 ChovA Recent Developments/Updates
- 2.18 Bauder
- 2.18.1 Bauder Details
- 2.18.2 Bauder Major Business
- 2.18.3 Bauder Modified Bitumen Waterproofing Membrane Product and Services
- 2.18.4 Bauder Modified Bitumen Waterproofing Membrane Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.18.5 Bauder Recent Developments/Updates
- 2.19 Protecto Wrap
- 2.19.1 Protecto Wrap Details
- 2.19.2 Protecto Wrap Major Business
- 2.19.3 Protecto Wrap Modified Bitumen Waterproofing Membrane Product and Services
- 2.19.4 Protecto Wrap Modified Bitumen Waterproofing Membrane Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.19.5 Protecto Wrap Recent Developments/Updates
- 2.20 Henry Company
- 2.20.1 Henry Company Details
- 2.20.2 Henry Company Major Business
- 2.20.3 Henry Company Modified Bitumen Waterproofing Membrane Product and Services
- 2.20.4 Henry Company Modified Bitumen Waterproofing Membrane Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.20.5 Henry Company Recent Developments/Updates
- 2.21 Elevate
- 2.21.1 Elevate Details
- 2.21.2 Elevate Major Business
- 2.21.3 Elevate Modified Bitumen Waterproofing Membrane Product and Services
- 2.21.4 Elevate Modified Bitumen Waterproofing Membrane Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.21.5 Elevate Recent Developments/Updates
- 2.22 CHENGTE
- 2.22.1 CHENGTE Details
- 2.22.2 CHENGTE Major Business
- 2.22.3 CHENGTE Modified Bitumen Waterproofing Membrane Product and Services
- 2.22.4 CHENGTE Modified Bitumen Waterproofing Membrane Sales Quantity, Average Price, Revenue, Gross Margin and Market Share (2021-2026)
- 2.22.5 CHENGTE Recent Developments/Updates
3 Competitive Environment: Modified Bitumen Waterproofing Membrane by Manufacturer
- 3.1 Global Modified Bitumen Waterproofing Membrane Sales Quantity by Manufacturer (2021-2026)
- 3.2 Global Modified Bitumen Waterproofing Membrane Revenue by Manufacturer (2021-2026)
- 3.3 Global Modified Bitumen Waterproofing Membrane Average Price by Manufacturer (2021-2026)
- 3.4 Market Share Analysis (2025)
- 3.4.1 Producer Shipments of Modified Bitumen Waterproofing Membrane by Manufacturer Revenue ($MM) and Market Share (%): 2025
- 3.4.2 Top 3 Modified Bitumen Waterproofing Membrane Manufacturer Market Share in 2025
- 3.4.3 Top 6 Modified Bitumen Waterproofing Membrane Manufacturer Market Share in 2025
- 3.5 Modified Bitumen Waterproofing Membrane Market: Overall Company Footprint Analysis
- 3.5.1 Modified Bitumen Waterproofing Membrane Market: Region Footprint
- 3.5.2 Modified Bitumen Waterproofing Membrane Market: Company Product Type Footprint
- 3.5.3 Modified Bitumen Waterproofing Membrane Market: Company Product Application Footprint
- 3.6 New Market Entrants and Barriers to Market Entry
- 3.7 Mergers, Acquisition, Agreements, and Collaborations
4 Consumption Analysis by Region
- 4.1 Global Modified Bitumen Waterproofing Membrane Market Size by Region
- 4.1.1 Global Modified Bitumen Waterproofing Membrane Sales Quantity by Region (2021-2032)
- 4.1.2 Global Modified Bitumen Waterproofing Membrane Consumption Value by Region (2021-2032)
- 4.1.3 Global Modified Bitumen Waterproofing Membrane Average Price by Region (2021-2032)
- 4.2 North America Modified Bitumen Waterproofing Membrane Consumption Value (2021-2032)
- 4.3 Europe Modified Bitumen Waterproofing Membrane Consumption Value (2021-2032)
- 4.4 Asia-Pacific Modified Bitumen Waterproofing Membrane Consumption Value (2021-2032)
- 4.5 South America Modified Bitumen Waterproofing Membrane Consumption Value (2021-2032)
- 4.6 Middle East & Africa Modified Bitumen Waterproofing Membrane Consumption Value (2021-2032)
5 Market Segment by Type
- 5.1 Global Modified Bitumen Waterproofing Membrane Sales Quantity by Type (2021-2032)
- 5.2 Global Modified Bitumen Waterproofing Membrane Consumption Value by Type (2021-2032)
- 5.3 Global Modified Bitumen Waterproofing Membrane Average Price by Type (2021-2032)
6 Market Segment by Application
- 6.1 Global Modified Bitumen Waterproofing Membrane Sales Quantity by Application (2021-2032)
- 6.2 Global Modified Bitumen Waterproofing Membrane Consumption Value by Application (2021-2032)
- 6.3 Global Modified Bitumen Waterproofing Membrane Average Price by Application (2021-2032)
7 North America
- 7.1 North America Modified Bitumen Waterproofing Membrane Sales Quantity by Type (2021-2032)
- 7.2 North America Modified Bitumen Waterproofing Membrane Sales Quantity by Application (2021-2032)
- 7.3 North America Modified Bitumen Waterproofing Membrane Market Size by Country
- 7.3.1 North America Modified Bitumen Waterproofing Membrane Sales Quantity by Country (2021-2032)
- 7.3.2 North America Modified Bitumen Waterproofing Membrane Consumption Value by Country (2021-2032)
- 7.3.3 United States Market Size and Forecast (2021-2032)
- 7.3.4 Canada Market Size and Forecast (2021-2032)
- 7.3.5 Mexico Market Size and Forecast (2021-2032)
8 Europe
- 8.1 Europe Modified Bitumen Waterproofing Membrane Sales Quantity by Type (2021-2032)
- 8.2 Europe Modified Bitumen Waterproofing Membrane Sales Quantity by Application (2021-2032)
- 8.3 Europe Modified Bitumen Waterproofing Membrane Market Size by Country
- 8.3.1 Europe Modified Bitumen Waterproofing Membrane Sales Quantity by Country (2021-2032)
- 8.3.2 Europe Modified Bitumen Waterproofing Membrane Consumption Value by Country (2021-2032)
- 8.3.3 Germany Market Size and Forecast (2021-2032)
- 8.3.4 France Market Size and Forecast (2021-2032)
- 8.3.5 United Kingdom Market Size and Forecast (2021-2032)
- 8.3.6 Russia Market Size and Forecast (2021-2032)
- 8.3.7 Italy Market Size and Forecast (2021-2032)
9 Asia-Pacific
- 9.1 Asia-Pacific Modified Bitumen Waterproofing Membrane Sales Quantity by Type (2021-2032)
- 9.2 Asia-Pacific Modified Bitumen Waterproofing Membrane Sales Quantity by Application (2021-2032)
- 9.3 Asia-Pacific Modified Bitumen Waterproofing Membrane Market Size by Region
- 9.3.1 Asia-Pacific Modified Bitumen Waterproofing Membrane Sales Quantity by Region (2021-2032)
- 9.3.2 Asia-Pacific Modified Bitumen Waterproofing Membrane Consumption Value by Region (2021-2032)
- 9.3.3 China Market Size and Forecast (2021-2032)
- 9.3.4 Japan Market Size and Forecast (2021-2032)
- 9.3.5 South Korea Market Size and Forecast (2021-2032)
- 9.3.6 India Market Size and Forecast (2021-2032)
- 9.3.7 Southeast Asia Market Size and Forecast (2021-2032)
- 9.3.8 Australia Market Size and Forecast (2021-2032)
10 South America
- 10.1 South America Modified Bitumen Waterproofing Membrane Sales Quantity by Type (2021-2032)
- 10.2 South America Modified Bitumen Waterproofing Membrane Sales Quantity by Application (2021-2032)
- 10.3 South America Modified Bitumen Waterproofing Membrane Market Size by Country
- 10.3.1 South America Modified Bitumen Waterproofing Membrane Sales Quantity by Country (2021-2032)
- 10.3.2 South America Modified Bitumen Waterproofing Membrane Consumption Value by Country (2021-2032)
- 10.3.3 Brazil Market Size and Forecast (2021-2032)
- 10.3.4 Argentina Market Size and Forecast (2021-2032)
11 Middle East & Africa
- 11.1 Middle East & Africa Modified Bitumen Waterproofing Membrane Sales Quantity by Type (2021-2032)
- 11.2 Middle East & Africa Modified Bitumen Waterproofing Membrane Sales Quantity by Application (2021-2032)
- 11.3 Middle East & Africa Modified Bitumen Waterproofing Membrane Market Size by Country
- 11.3.1 Middle East & Africa Modified Bitumen Waterproofing Membrane Sales Quantity by Country (2021-2032)
- 11.3.2 Middle East & Africa Modified Bitumen Waterproofing Membrane Consumption Value by Country (2021-2032)
- 11.3.3 Turkey Market Size and Forecast (2021-2032)
- 11.3.4 Egypt Market Size and Forecast (2021-2032)
- 11.3.5 Saudi Arabia Market Size and Forecast (2021-2032)
- 11.3.6 South Africa Market Size and Forecast (2021-2032)
12 Market Dynamics
- 12.1 Modified Bitumen Waterproofing Membrane Market Drivers
- 12.2 Modified Bitumen Waterproofing Membrane Market Restraints
- 12.3 Modified Bitumen Waterproofing Membrane Trends Analysis
- 12.4 Porters Five Forces Analysis
- 12.4.1 Threat of New Entrants
- 12.4.2 Bargaining Power of Suppliers
- 12.4.3 Bargaining Power of Buyers
- 12.4.4 Threat of Substitutes
- 12.4.5 Competitive Rivalry
13 Raw Material and Industry Chain
- 13.1 Raw Material of Modified Bitumen Waterproofing Membrane and Key Manufacturers
- 13.2 Manufacturing Costs Percentage of Modified Bitumen Waterproofing Membrane
- 13.3 Modified Bitumen Waterproofing Membrane Production Process
- 13.4 Industry Value Chain Analysis
14 Shipments by Distribution Channel
- 14.1 Sales Channel
- 14.1.1 Direct to End-User
- 14.1.2 Distributors
- 14.2 Modified Bitumen Waterproofing Membrane Typical Distributors
- 14.3 Modified Bitumen Waterproofing Membrane Typical Customers
15 Research Findings and Conclusion
16 Appendix
- 16.1 Methodology
- 16.2 Research Process and Data Source
According to our (Global Info Research) latest study, the global Modified Bitumen Waterproofing Membrane market size was valued at US$ million in 2025 and is forecast to a readjusted size of US$ million by 2032 with a CAGR of %during review period.
A modified bitumen waterproofing membrane is a type of roofing or waterproofing material used to protect buildings and structures from moisture and water infiltration. It is a durable and versatile material that is commonly used in commercial, industrial, and residential construction projects.
There is a growing demand for environmentally friendly and sustainable building materials. Manufacturers are developing modified bitumen membranes with improved environmental profiles, such as products with higher recycled content or those that can be recycled at the end of their lifecycle. Reflective and cool roofing options are also gaining popularity for their energy-saving benefits.
This report is a detailed and comprehensive analysis for global Modified Bitumen Waterproofing Membrane market. Both quantitative and qualitative analyses are presented by manufacturers, by region & country, by Type and by Application. As the market is constantly changing, this report explores the competition, supply and demand trends, as well as key factors that contribute to its changing demands across many markets. Company profiles and product examples of selected competitors, along with market share estimates of some of the selected leaders for the year 2025, are provided.
Key Features:
Global Modified Bitumen Waterproofing Membrane market size and forecasts, in consumption value ($ Million), sales quantity (K Sqm), and average selling prices (US$/Sqm), 2021-2032
Global Modified Bitumen Waterproofing Membrane market size and forecasts by region and country, in consumption value ($ Million), sales quantity (K Sqm), and average selling prices (US$/Sqm), 2021-2032
Global Modified Bitumen Waterproofing Membrane market size and forecasts, by Type and by Application, in consumption value ($ Million), sales quantity (K Sqm), and average selling prices (US$/Sqm), 2021-2032
Global Modified Bitumen Waterproofing Membrane market shares of main players, shipments in revenue ($ Million), sales quantity (K Sqm), and ASP (US$/Sqm), 2021-2026
The Primary Objectives in This Report Are:
To determine the size of the total market opportunity of global and key countries
To assess the growth potential for Modified Bitumen Waterproofing Membrane
To forecast future growth in each product and end-use market
To assess competitive factors affecting the marketplace
This report profiles key players in the global Modified Bitumen Waterproofing Membrane market based on the following parameters - company overview, sales quantity, revenue, price, gross margin, product portfolio, geographical presence, and key developments. Key companies covered as a part of this study include British Polythene, Soprema Group, Oriental Yuhong, GAF, Sika Group, Hongyuan Waterproof, CKS, Yuanda Hongyu, Johns Manville, Henkel Polybit, etc.
This report also provides key insights about market drivers, restraints, opportunities, new product launches or approvals.
Market Segmentation
Modified Bitumen Waterproofing Membrane market is split by Type and by Application. For the period 2021-2032, the growth among segments provides accurate calculations and forecasts for consumption value by Type, and by Application in terms of volume and value. This analysis can help you expand your business by targeting qualified niche markets.
Market segment by Type
Polyester Felt Tire Base
Fiberglass Felt Tire Base
Glass Fiber Reinforced Polyester Felt Tire Base
Market segment by Application
Residential
Commercial Building
Industrial Building
Major players covered
British Polythene
Soprema Group
Oriental Yuhong
GAF
Sika Group
Hongyuan Waterproof
CKS
Yuanda Hongyu
Johns Manville
Henkel Polybit
Polyglass
Imperbit Membrane
Fosroc
EDIL Roofing Products
IKO Industries
Siplast
ChovA
Bauder
Protecto Wrap
Henry Company
Elevate
CHENGTE
Market segment by region, regional analysis covers
North America (United States, Canada, and Mexico)
Europe (Germany, France, United Kingdom, Russia, Italy, and Rest of Europe)
Asia-Pacific (China, Japan, Korea, India, Southeast Asia, and Australia)
South America (Brazil, Argentina, Colombia, and Rest of South America)
Middle East & Africa (Saudi Arabia, UAE, Egypt, South Africa, and Rest of Middle East & Africa)
The content of the study subjects, includes a total of 15 chapters:
Chapter 1, to describe Modified Bitumen Waterproofing Membrane product scope, market overview, market estimation caveats and base year.
Chapter 2, to profile the top manufacturers of Modified Bitumen Waterproofing Membrane, with price, sales quantity, revenue, and global market share of Modified Bitumen Waterproofing Membrane from 2021 to 2026.
Chapter 3, the Modified Bitumen Waterproofing Membrane competitive situation, sales quantity, revenue, and global market share of top manufacturers are analyzed emphatically by landscape contrast.
Chapter 4, the Modified Bitumen Waterproofing Membrane breakdown data are shown at the regional level, to show the sales quantity, consumption value, and growth by regions, from 2021 to 2032.
Chapter 5 and 6, to segment the sales by Type and by Application, with sales market share and growth rate by Type, by Application, from 2021 to 2032.
Chapter 7, 8, 9, 10 and 11, to break the sales data at the country level, with sales quantity, consumption value, and market share for key countries in the world, from 2021 to 2026.and Modified Bitumen Waterproofing Membrane market forecast, by regions, by Type, and by Application, with sales and revenue, from 2027 to 2032.
Chapter 12, market dynamics, drivers, restraints, trends, and Porters Five Forces analysis.
Chapter 13, the key raw materials and key suppliers, and industry chain of Modified Bitumen Waterproofing Membrane.
Chapter 14 and 15, to describe Modified Bitumen Waterproofing Membrane sales channel, distributors, customers, research findings and conclusion.