Plastic pipes have long been the standard in construction and engineering systems due to their versatility, durability, and affordability. Several main types dominate the market: PVC, polypropylene, polyethylene, cross-linked polyethylene, and metal-plastic. Each of them has unique characteristics — from resistance to pressure and high temperatures to flexibility and ease of installation.

Methodology

To assess the market potential, we analyzed information from the following sources:

  • Statistical market data (data from the State Statistics Service, market reviews, industry passports, analytical reports)
  • Web analytics (trend review, query dynamics)
  • Market players (competitor review, analysis of their websites’ digital indicators, ranking structure by search queries)
  • Experts (in-depth interviews were conducted with experts in the field of internal and external communications, wholesale trade in PP and PE pipes, resource companies, designers, and scientists in the construction industry)

Conclusions were drawn for each of the research blocks, which made it possible to comprehensively assess the prospects for the production of polymer pipes.\

Market situation

This section analyzed the indicators of imports, exports, and production in Ukraine. It also provided a forecast of key indicators until 2030. The main risks in this market were considered and a risk matrix was constructed.

For example, an analysis of the structure of exports from Ukraine by country over the last 5 years in physical terms. An analysis of Ukrainian exports shows that since 2018 there has been a steady increase in exports of plastic pipes from Ukraine.

The largest exports in 2021 are to Moldova (16.8%), Poland (11.5%), and Romania (12.1%).

Exports to Russia have been halted. The graph shows the analysis up to the beginning of 2022.

Web analytics

Here, we examined the dynamics of demand for certain types of products, trends in the niche, conducted SEO and PPC analysis of the niche, and analyzed the digital activities of competitors. Why is this important? This information allows us to draw important conclusions:

  • about the level of competition in the niche
  • about the marketing tools used by competitors and their effectiveness
  • to assess the possibilities for promotion in the niche
  • to calculate approximate advertising budgets
  • to make approximate forecasts based on indicators such as the number of leads, the cost of attracting a lead, the cost of a buyer, etc.

For example, below is a screenshot of demand analysis for the keyword “PVC pipes.”

As we can see, competition in organic search results (the “Phrase Difficulty” column) is low.

Competition in paid search (PPC) for the most converting keywords is high. If we compare these indicators with other keywords, we can draw certain conclusions: for example, about the most and least competitive niches, as well as the level of demand for certain products.

Current market players

Based on the results of a survey of experts and buyers, as well as marketing tools, 29 major suppliers of plastic pipes to the Ukrainian market were identified, including 11 foreign manufacturers. Their pricing policies, product ranges, distribution channels, and marketing activities were analyzed. Here is one of the conclusions of this section:

“In most cases, Ukrainian companies do not pay enough attention to marketing: outdated websites, lack of information, outdated price lists, lack of SEO, paid advertising, etc. At the same time, European companies have modern websites filled with content that clearly explains the advantages of a particular type of product. There are training materials for installation. The websites are well adapted to SEO requirements. An example of such a website.

In particular, there are AutoCAD models of elements to simplify the work of communications designers. Next, we will look at what we consider to be successful solutions on competitors’ websites that can be used in your project…”.

This conclusion not only allows us to fulfill part of the task of this study, but also simplifies future marketing work if the product is eventually released to the market.

Expert survey

Experts in external and internal building communications, as well as representatives of the construction retail sector, were surveyed. We always include this section in our market analysis because its participants provide insights and inside information that cannot be obtained in any other way. For example, who makes purchasing decisions in construction companies, what criteria are important to repairers, which brands are market leaders and why, etc.

Result

Based on the analysis, the main criteria influencing the decision to launch the production of plastic pipes in Ukraine were identified and described. Recommendations were also provided on which niches in this market are the most promising in the near future, taking into account various factors.