Declining Markets - A Marketing Challenge

The annual growth in lead consumption in the Western world has declined sharply in the past ten years, as lead has suffered a wave of substitution by other materials, and has also been the object of concern about its toxicity in daily applications. Like most metal industries, the lead industry has tended to be more production-oriented than market-oriented than is the case with some of its competitors. However, in recent times this pessimism and preoccupation with weathering the threats from environmental legislation, substitution and low prices appears to have been replaced with a new optimism in some sectors of the industry. This is indicated by renewed promotional activities and efforts to find more applications and market opportunities.