Key findings of FSC Global Market Survey (Oct 2011)
Updates and Sector News
By Ekobai Contributor, Sustainable Forestry
The FSC has just released its annual market survey of its FSC certified companies for 2010. It was a year in which the 20,000th FSC chain of custody certificate was issued – marking tremendous growth in just two years (FSC hit 15,000 CoC certificated in 2008). The 2010 survey was executed in 13 languages, and includes respondents from 3500 companies in more than 29 countries. The results show that FSC continues to gain momentum in developed and emerging markets worldwide. It also shows the high value placed on the FSC brand a marketing tool for certified companies.
Key findings for 2010:
- Over 50% of FSC certificate holders are in the paper industry.
- The majority of respondents sell FSC pure products, followed by mixed and then recycled.
- Fewer than one in eight FSC CoC certified and forest management certified companies also sell non-certified wood products.
- Just under half of respondents reported difficulties getting enough FSC-certified material, with 20% of primary processors and sawmills experiencing ‘major’ difficulties.
- A total of 89.3% of respondents said they are satisfied with their FSC certification and want to maintain it. 10.2% are unsure and 0.5% stated they will not maintain their FSC certificate. This indicates a high degree of satisfaction amongst FSC certificate holders.
- 93.1% of respondents agreed that the FSC is a credible organisation, and 91.8% that it has a leadership role in responsible forest management.
- A clear majority (62%) stated they first sought the FSC Mark in response to customer demands, 26.3% cited commitment to forest management, 13.2% cited the marketing opportunity afforded by association with sustainable forest certification and 13.1% cited CSR policy as their reason for joining FSC.
- 76.7% said they had not considered an alternative forest management or timber certification scheme. 16.6% stated they had considered PEFC and 7% had considered the Sustainable Forestry Initiative (SFI).
- 76.3% said they use the FSC logo for marketing purposes, with 73.1% displaying it on pack, 65.1% mentioning it on their website and 54.7% mentioning it in a printed advertisement.
- Economic reasons were cited as the chief reason for seeking FSC CoC certification (78%), followed by environmental reasons (57.1%), followed by reputational reasons (23.5%) again showing the marketing value of the FSC brand.
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