Decorative concrete: a brighter future

JOHN GRANT , PICS LTD.

Publication: Concrete
Publication date: Jul/Aug 2001

The benefits that decorative concrete can offer to the designer or specifier are gradually becoming accepted across the industry. However, it should be noted that, in addition to specification, the contractor and manufacturer are equally important in the supply chain. If the concept of decorative concrete is to gain further acceptance, five main areas need attention: manufacture and supply; export; contractors; specifiers; information and promotion.

Manufacture and supply
The UK has six main suppliers of decorative concrete and a number of small localised companies, mo'st of which are involved with both supply and installation. Half of these operate solely in the commercial market, selling specifications and dealing with export clients. Only three main suppliers operate within the UK contracting and export markets and only one of these supports and promotes the concept to architects and engineers. The result is a potentially burgeoning market which currently has a diverse and rather fragmented approach.

Export
Although the construction industry is well known for its 'invisible exports' involving services such as design engineering and project management - UK-based companies export British manufactured goods to over 40 countries, which is a substantial economic success. The UK also trains and supports overseas companies to establish and develop their decorative concrete market. Indeed, such indigenous markets often grow more rapidly than that in the UK, owing to the acceptance of concrete as the preferred paving material.

Contractors
Many concrete contractors are unaware of the level of skills required to complete a decorative concrete project. This is particularly the case when considering the variety of decorative concrete techniques now available, including pattern-imprinted, integrally coloured, colour-hardened, brushed or stained concrete or a combination of several techniques. Over 90% of UK contractors are involved in the domestic market, producing driveways and patios, for example. The remainder carry out an increasing number of commercial installations for restaurants, hotels, holiday parks, residential developments and public open space schemes. To expand the numbers of commercial installations, it is necessary to invite new entrants to the industry via existing specialist concrete or masonry contractors and to encourage lateral integration of domestic contractors into the commercial sector. Training is important, as is technological and organisational support from manufacturers for this integration to be successful for the contractor and client. It is intended that, in due course, an NVQ scheme will be established.

Specifiers
Specifiers in the UK can be rather sceptical about decorative concrete. It appears that the properties of the material are recognised for structural and utilitarian precast applications, . but that in-situ decorative concrete systems, on the whole, receive a less favourable response. It is difficult to change preconceived concepts: some designers prefer block paving as it is more 'natural' than in-situ pigmented concrete - a spurious argument since the latter is also a pigmented precast concrete product. Although decorative concrete is not suitable for all applications, its specification could be considered in many more situations. Comparisons should be drawn with the USA and other countries where in-situ systems are preferred both for durability and aesthetics.

Information and promotion
If we are to overcome barriers to the increased specification of decorative in-situ concrete, clients, architects, engineers, ready-mixed concrete companies and main contractors need to be informed about the benefits and options available. Quality assurance schemes and generic promotion are only possible if fragmented market comes together to present a clear and concise message about the future of decorative concrete. The Ready Mixed Concrete Bureau has been working with a number of manufacturers, contractors and the Construction Industry Training Board to establish the Decorative Concrete Association. The principal aim of this organisation is to increase the effectiveness of decorative concrete marketing throughout the UK, with the support of all professional companies.

Building a market
As an industry evolves, it is easy for levels of service and support to reduce as products are viewed as commodity items. It is also easy to destroy an emerging market in its infancy by attempting to dominate it by obtaining market share, normally by entering the market at 'rock bottom' prices as a supplier or contractor. To develop, invest and provide high levels of service, businesses must be profitable. Any attempt to endanger market evolution can lead to poor levels of service and support, lower quality materials and a reduction in the qualiry of installation.

The future
Establishing recognisable quality standards and generic promotion via the Decorative Concrete Association presents the decorative concrete industry with the best opportunity to secure a large proportion of the commercial hard landscaping and paving market.