The Single European Market; an Adhesives Review, 1993 Hot Melt Symposium Proceedings

Derek W. Barnborough

At Midnight 31 December 1992 the customs controls and restrictions at borders between 12 European lands were removed allowing for a free trade area encompassing over 320 million people. Economists predicted a market where "opportunity knocked at the door" ; if you had a product to sell the market was there for the taking.

Reality has shown otherwise. The 4-P marketing mix, Product, Price, Promotion, Place has been significantly disturbed with Place, distribution through local channels, becoming easier. There is no real advantage to have an extensive distribution network in each country when access to the market is easily attainable by the smallest producer.

This presentation discusses the opportunities that exist for hot melt adhesives in Europe and reviews various important hot melt markets together with adhesive performance requirements. Typical hot melts and hot melt pressure sensitive adhesives are presented, highlighting the most important adhesive properties for each market segment.

The review also includes new developments for pressure sensitive adhesives and non-pressure sensitive coatings which do not disturb the paper recycling process.

The European market for radiation curable hot melt adhesives is briefly discussed with a presentation of adhesive properties that are obtainable.