Solar PV costs and prices have fallen dramatically, leading to a more balanced supply-demand picture
“Until recently the size of the PV industry each year was constrained by deployment levels across individual end-markets, with global forecasting performed by adding demand from each country,” said Michael Barker, senior analyst at NPD Solarbuzz.
Ultimately 2014 year-end demand will be determined by how much product can be produced and shipped, analogous to a classic supply-driven market environment.
The demand-constrained environment of the past few years was a catalyst behind the industry’s over-capacity and over-supply problems that hindered capacity utilization rates, and resulted in capital expenditure declining to an eight-year low in 2013. Demand during 2013 was driven primarily by the booming Asian market, led by China and Japan, which are the top two markets globally. Adding in the United States, the third largest market, the top three countries accounted for almost 60% of total annual demand in 2013.
Looking at the global segmentation of the end-market demand in 2014, it is important again to consider the cumulative demand that is likely to be shipped into China, Japan, and the United States, rather than the specific number of gigawatts in each of these countries.A shortfall at any given time, in any one of these countries, will likely result in an uptick in demand from the other two.
For example, any demand downturn this year in the United States, arising from the current investigation by the US International Trade Commission against China and Taiwan, may prompt the Chinese government to increase domestic demand, in order to absorb excess supply from its local manufacturers and enable them to maintain high factory utilization rates.
Finlay Colville, vice-president of NPD Solarbuzz, added:
The solar PV markets in China, Japan, and the United States are characterized by strong PV project pipelines, flexible and innovative financing vehicles, and proactive government policies that can be adapted to drive short-term demand upside.
Understanding the changing supply dynamics into each of these countries during 2014 will represent a key tactical challenge for all module suppliers serving the PV industry this year.
The 2014 edition of Marketbuzz provides a detailed picture of the PV industry today and what it will look like over the next five years. For more information about the report, email us at[email protected], or call Charles Camaroto at 888-436-7673 or 516-625-2452.
About NPD Solarbuzz
NPD Solarbuzz, part of The NPD Group, offers Marketbuzz, Solarbuzz Quarterly, and annual downstream photovoltaic (PV) market reports, providing the solar energy and PV industries with global historical and forecast data for the PV supply chain. For more information, visitwww.solarbuzz.com or follow us on Twitter at @Solarbuzz.
About The NPD Group, Inc.
The NPD Group provides global information and advisory services to drive better business decisions. By combining unique data assets with unmatched industry expertise, we help our clients track their markets, understand consumers, and drive profitable growth. Sectors covered include automotive, beauty, consumer electronics, entertainment, fashion, food / foodservice, home, luxury, mobile, office supplies, sports, technology, toys, and video games. For more information, visit www.npd.com and npdgroupblog.com. Follow us on Twitter at @npdtech and @npdgroup.
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Source: NPD Solarbuzz 2014 Marketbuzz