(Translated with ChatGPT without further editing)
Ceresana supports companies with in-depth market analyses and practice-oriented consulting. In this conversation with CEO Oliver Kutsch, the focus is on key strategic questions, the current challenges of the chemical industry, and the opportunities arising in emerging markets such as the bioeconomy.
Which questions do you answer for your clients with your market research solutions?
Option 1 (positive example):
We primarily answer the questions that are crucial for daily strategy work. For example: Where is it worthwhile to continue investing? That could mean: Which country is currently experiencing the strongest growth, where is the right sales market for my product, or which industry is particularly attractive for new investments at the moment?
Another important aspect is the competitive landscape: Which new players are entering the market? Are there acquisitions, mergers, or innovations that could be relevant?
We also take a close look along the entire value chain: Where can good sourcing opportunities be found, where are costs or risks lower?
And of course, it is also about customers themselves: Which developments are influencing demand? Which products or services are gaining importance?
Ultimately, our studies deliver exactly the data needed to reliably answer these questions. And when it comes to highly specific topics, we develop individual studies together with our clients – tailored precisely to the given situation.
Option 2 (with the current economic situation in mind):
We primarily answer the questions that are crucial for daily strategy work. For example: Where is it still worthwhile to invest despite a weak economy – and where should one be more cautious? That could mean: In which country does demand remain stable even during a recession? Or: Which industry continues to offer opportunities even in a downturn?
Another important aspect is the competitive landscape: Which new players are currently entering the market, perhaps because they are benefiting from the crisis? Are there acquisitions or mergers that are relevant for positioning?
We also take a close look along the entire value chain: Where can reliable sourcing opportunities be found in uncertain times? And where can costs be reduced without compromising quality?
And of course, it is also about customers themselves: Which needs are currently changing? Which products become more important in a recession – and which ones lose relevance?
Ultimately, our studies deliver exactly the data needed to reliably answer such questions. And when it comes to highly specific topics, we develop individual studies together with our clients – tailored precisely to the given situation.
How does collaboration between Ceresana and companies work in practice, and is cooperation also possible within the framework of funded projects?
In many cases, companies simply make use of our existing market studies – these are immediately available and provide an excellent basis for decision-making. If a more specific approach is needed, we work more closely together in the form of customized studies: the study is then developed jointly with the client and tailored exactly to the respective requirements.
As for funded projects: we are open to such collaborations and happy to contribute our expertise. If a company is considering implementing a project with the help of funding, we support this and welcome corresponding inquiries.
Based on your long-standing experience, how do you assess the current market situation in Germany and the challenges facing the chemical industry?
The German chemical industry is facing a difficult market situation, characterized by weak demand and rising costs, particularly for energy, labor, and regulatory requirements. Companies expect stagnating or even declining production in 2025, leading to low capacity utilization and investment uncertainties.
Can you give our members recommendations on which products, skills, or business models are currently most urgently needed?
In Germany and Europe, the chemical industry above all requires sustainable products such as bio-based raw materials, recyclable materials, and low-CO₂ chemicals. Particularly in demand are skills in green chemistry, biotechnology, process electrification, as well as digitalization and data management. Business models are shifting toward circular economy, chemicals-as-a-service, and partnerships across value chains. Driving forces include strict EU regulations, rising energy costs, and the pressure to decarbonize.
How do you assess developments in the bioeconomy? Has the German bioeconomy met your expectations, or would you have wished for greater impact?
On the one hand, the high growth rates in the bioeconomic markets we have analyzed are a very positive sign. Especially in end-consumer products, awareness is already partly present, and advantages such as biodegradability can strengthen market share. On the other hand, bio-based materials have so far rarely managed to move beyond niche applications and establish themselves as competitive alternatives to petrochemical products. Achieving this would require significantly more support from the EU.
After completing a degree in Business Administration at the University of Mannheim with a diploma, the professional career began at Pfleiderer AG, a wood-based materials group then listed in the MDAX. The initial entry was as a trainee in central materials management, followed by a position as consultant in the corporate Strategic Sourcing department.
In the early 2000s came the founding of Ceresana, which has since developed into a leading market research and consulting company for the industry. As a knowledge-based service provider, the company today supplies more than 10,000 clients in 60 countries with high-quality analyses. Its specialization lies in the markets for plastics, chemicals, industrial goods, automotive, packaging, and bio-economy. The portfolio includes practice-oriented consulting, customized client studies, and more than 250 independent market studies.
