Middle East and Africa Latex Foil Balloons Market by Product Type, Size, End User, Application, Sales Channel & Region | Forecast 2023 to 2033
FMI's Comprehensive Study Reveals How Burgeoning Private Events are Contributing to Steadily Rising Latex Foil Balloons Sales in the Middle East and Africa!
Middle East and Africa (MEA) Latex Foil Balloons Market Outlook 2023 to 2033
The Middle East and Africa (MEA) latex foil balloons market is likely to record a US$ 187.2 million in 2023. From 2023 to 2033, a moderate 5.6% CAGR should propel the market to a valuation of US$ 322.8 million in 2033. In the coming years, its share should be around 30% to 35% in its parent market, i.e. the Middle East and Africa balloons industry.
The market is returning to normal as a result of a significant shift in preference for balloons for both private and public events. Consumers are increasingly favoring latex foil balloons because of their versatility in terms of size, shape, color, and print.
Compared to conventional balloons, the air inside latex foil variants tends to have a far longer lifespan, which has been an appealing factor for consumers. However, they decompose significantly slower than conventional balloons. As a result, they are subject to environmental safety laws.
Latex foil balloons also tend to be more expensive than conventional variants. When it comes to decorating gigantic venues with balloons, it is difficult to exclusively use latex foil products owing to the expenses involved. Future Market Insights (FMI) expects these factors to restrain market expansion in the years ahead.
Latex foil balloons are predominantly used for various event decorations such as birthday, festivals or other family events. For key market players, this is opening up a wide range of options. Several developments in the latex foil balloons have contributed to the market’s strong acceleration in recent years.
Attribute
Key Insights
Estimated Latex Foil Balloons Market Value (2023)
US$ 187.2 million
Projected Market Value (2033)
US$ 322.8 million
Value-based CAGR (2023 to 2033)
5.6%
Collective Value Share: Top 5 Countries (2022A)
30% to 40%
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2018 to 2022 Middle East and Africa Latex Foil Balloons Market Outlook Compared to Demand from 2023 to 2033
Latex foil balloons demand has experienced a steady rise in recent years due to soaring consumption of decorative products across the Middle East and Africa. Latex foil balloons are often used by event management and decorative businesses, who need them to decorate vast, expansive rooms and spaces.
Event planners plan all the necessary resources, from decoration to catering, to ensure that the events proceed without any hiccups and are effectively completed. Decoration with latex foil balloons can be carried out well in advance of an event owing to their long lifespans. As a result, event planners can focus on other aspects on the big day.
The MEA latex foil balloons market registered acceleration at a sluggish CAGR of 4.5% from 2018 to 2022. This sluggish acceleration was primarily a result of the COVID-19 pandemic, which brought public gatherings and events to a grinding halt.
Comparative View of Adjacent Latex Foil Balloons Markets
MEA Latex Foil Balloons Market:
Attribute
Middle East and Africa Latex Foil Balloons Market
CAGR (2023 to 2033)
5.6%
Market Value (2023)
US$ 322.8 million
Growth Factor
Burgeoning event industry in the Middle East and Africa
Key Trend
Consumers looking for more choices and customized experiences in events
Décor Paper Market:
Attribute
Décor Paper Market
CAGR (2023 to 2033)
5.5%
Market Value (2023)
US$ 4.6 billion
Growth Factor
Increasing demand for home décor products owing to changing preferences among consumers
Key Trend
Rising adoption of décor paper for creating luxury furniture products
Teen Room Décor Market:
Attribute
Teen Room Décor Market
CAGR (2023 to 2033)
4%
Market Value (2023)
US$ 147 billion
Growth Factor
Easy availability of products due to burgeoning penetration of e-commerce platforms.
Key Trend
Consumers getting influenced by teen room décor trends across social media platforms.
Find your sweet spots for generating winning opportunities in this market.
What are the Key Dynamics in the MEA Latex Foil Balloons Market?
According to FMI, the following key dynamics are affecting the Middle East and Africa market for latex foil balloons:
Their burgeoning use for advertising and promotional purposes
Social media influence that is persuading consumers to purchase latex foil balloons
Increasing latex foil balloon sales on e-commerce platforms
Rising promotion of balloon-based activities for engaging children
Every desired size and shape can be achieved using latex foil balloons. Consumer goods and electronics companies use these balloons as advertising and promotional tools. The Saudi Arabia market for foil balloons has recently surged dramatically, and this trend is set to continue in the years to come.
Social media has a significant influence on consumer decisions because it promotes consumer awareness of emerging and popular trends. Because e-commerce makes life easier and provides delivery of goods to customers' doorsteps, people have grown more reliant on it for the purchase latex foil balloons. The most important element driving the acceleration of the Middle East and Africa party latex balloons market is the rise in internet usage across the entire region.
Children are increasingly participating in activities involving balloons because they are enjoyable. Prominent balloon games and activities encouraged across the region’s schools include:
Pass the balloon
Balloon waddle race
Protect your balloons
Surprise pop
Balloon tennis
Alternative color blindness therapies also employ balloons to help patients distinguish between different balloons using various colors, stickers, and markers. Rising customization in balloons as well as introduction of multi-color latex foil balloons are also influencing consumers.
Country-wise Insights
Country
Saudi Arabia
Market Share (2023)
29.2%
Market Share (2033)
39.5%
BPS Analysis
(-) 1030
Country
UAE
Market Share (2023)
19.6%
Market Share (2033)
25.2%
BPS Analysis
(-) 590
Country
Qatar
Market Share (2023)
8.8 %
Market Share (2033)
11.2%
BPS Analysis
(-) 240
How are Latex Foil Balloons Sales Faring in Saudi Arabia?
Latex Foil Balloon Sales Accelerating Rapidly in Saudi Arabia Owing to Rising Event Industry
The rise in corporate as well as other casual events and ceremonies in Saudi Arabia has resulted in significant latex foil balloons demand. Subsequently, the event management firms are planning events around decorative items, which are inclusive of latex foil balloons. Party latex balloons are widely used by event management organizations since they need balloons in large quantities to decorate venues.
Saudi Arabia is predicted to be one of the most lucrative markets in the region from 2023 to 2033. The country’s market for latex foil balloons is likely to account for a share of 39.5% in the Middle East and Africa market.
Why is Latex Foil Balloons Demand Increasing in UAE?
Adoption of Environment-Friendly Balloons to Spur Expansion of UAE Market
In 2023, UAE is set to account for a share of more than 25.5% in the Middle East and Africa market for latex foil balloons. The nation’s population expansion is set to play an active role in facilitating and regulating the overall industry.
Manufacturers are concentrating on the production of clean latex foil balloons without harmful chemical treatment. This is due to the burgeoning demand for environmentally friendly balloons in UAE.
Latex foil balloons companies are ensuring that their products don’t affect terrestrial or marine wildlife, and are thus safe for discarding. Overall, latex foil balloons demand in the UAE is on its way up.
How Does Qatar Play a Vital Role in the Expansion of the Market for Latex Foil Balloons?
Innovative Balloon Designs Based on Qatar’s Rich History and Heritage to Fuel Latex Foil Balloons Sales
Qatar is expected to account for a share of over 11.2% in the Middle East and Africa market for latex foil balloons. The country has a strong presence of balloon manufacturers, and this is augmenting sales.
The phrase "everything old is new again" seems to best capture the most recent design trends in the balloon manufacturing sector in Qatar. Several popular designs and products today attempt to incorporate historical concepts into both personal and professional situations to meet the demands of the current consumer base. More innovative designs and extravagant balloon décor are being inspired by social media and DIY projects.
As a result of this trend, flower shops and other balloon dealers are offering balloons at their storefronts. Several shops in the country have also started to offer latex foil balloons in diverse shapes.
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Category-wise Insights
Which Product Type has High Demand in the Latex Foil Balloons Market?
Foil Party Balloon Segment to Dominate Latex Foil Balloon Sales on the Basis of Product Type
Based on product type, the foil party balloon segment is likely to hold around 66.5% of the market in the coming years. Foil party balloons come with customization benefits, and are available in a diverse array of shapes including hearts, numbers, and giant letters.
The material used to make foil balloons has a thin layer of plastic and metallic film applied to it. This thin layer prevents the balloons from being porous and enables the helium to remain inside for a lot longer than it would in other balloons.
Foil balloons can be recycled, which is an additional benefit. Placing a straw in the gap between the two plastic slips and blowing through it to refill the balloon is a simple and affordable option. The balloons can also be filled with helium by bringing them to a store that sells it.
Based on Application, Which Segment is Poised to Generate Significant Latex Foil Balloons Demand?
The Private Occasion Segment is Set to Generate Substantial Latex Foil Balloons Demand
On the basis of application, the private occasion segment should spur demand for latex foil balloons. The segment should expand at a CAGR of more than 3.5% between 2023 and 2033.
Birthdays, sporting events, and festivals are frequently celebrated with balloons. They are also used as a way to remember important occasions in people's lives, such as weddings
Competitive Landscape
Companies in the latex foil balloons industry are seeking strategic alliances and partnerships with other producers. This is due to the increasing trend of product diversification and differentiation. Prominent acquisitions also look likely based on developments from the recent past.
For instance:
In November 2021, Strategic Retail Partners acquired United States based Aerial Bouquets. Aerial Bouquets is among the prominent distributors of popular latex and balloons.
Scope of the Report
Attribute
Details
Estimated Market Size (2023)
US$ 187.2 million
Projected Market Size (2033)
US$ 322.8 million
Anticipated Growth Rate (2023 to 2033)
5.6%
Forecast Period
2023 to 2033
Historical Data Available for
2018 to 2022
Market Analysis
US$ million for Value
Key Regions Covered
Middle East and Africa
Key Countries Covered
GCC Countries
Türkiye
South Africa
North Africa
Rest of Middle East and Africa
Key Segments Covered
Product Type
Type
Application
Size
Sales Channel
Country
Key Companies Profiled
Party Centre Inc.
Balloon & Printing Manufacturers (Pty) Ltd.
The Balloon Factory
Balloons and More
Galaxy Balloons Inc.
Prolloon
Balloons N More
B-loony
Balloonsa
Rubek Balloons
Pioneer Worldwide
Amscan Inc.
Others
Report Coverage
Market Forecast, Company Share Analysis, Competition Intelligence, Drivers, Restraints, Opportunities, and Threats Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives
Middle East and Africa Latex Foil Balloons Market by Category
By Product Type:
Latex Party Balloon
Foil Party Balloon
By Type:
Plain Balloons
Occasional/Message Balloons
Birthday
Anniversary
Wedding
Festival
Others
Themed Balloons
Gaming
Animals
Faces
Fairytale
Others
Number & Letter Balloons
By Application:
Private Occasions
Public Occasions
By Size:
Less than 5"
5”-10”
10”-15”
15”-20”
Above 20”
By Sales Channel:
Direct Sales
Indirect Sales
Hypermarkets/Supermarkets
Specialty Stores
Wholesalers/Distributors
Convenience Stores
Online Retailers
By Country
GCC
Türkiye
South Africa
North Africa
Rest of Middle East and Africa
Frequently Asked Questions
Which Material Segment is Estimated to Drive the Sales of Packer Bottles?
The use of plastic is expected to increase at a high CAGR through 2033.
How Large is the Middle East and Africa (MEA) Latex Foil Balloons Market Presently?
The overall market value is estimated to be worth US$ 187.2 million in 2023.
Who are the Leaders in the Middle East and Africa (MEA) Latex Foil Balloons Market?
Party Centre, Galaxy, and Prolloon are some top companies in the market.
What is the Size of the Middle East and Africa (MEA) Latex Foil Balloons Market in Saudi Arabia?
Saudi Arabia accounted for 39.5% of the total sales in 2022.
What is the Total Sales of Latex Foil Balloons in UAE?
UAE sales contributed to nearly 11.2% of the market revenue in 2022.
Table of Content
1. Executive Summary | Middle East and Africa Latex Foil Balloons Market
1.1. Middle East and Africa Market Outlook
1.2. Summary of Key Statistics
1.3. Summary of Key Findings
1.4. Product Evolution Analysis
1.5. FMI Analysis and Recommendations
2. Market Overview
2.1. Market Taxonomy
2.2. Market Definition
3. Key Market Trends
3.1. Key Trends Impacting the Market
3.1.1. Foil balloons are increasingly used for advertising and promotional purposes
3.1.2. Rapid growth and adoption of e-commerce platforms
3.1.3. Key Players are investing in R&D
3.1.4. Consumers Looking for More Choices and Customized Experiences in Events
3.1.5. Changing Retail landscape
3.1.6. Rapid Emergence of Event Planners Likely to Propel Market Growth
3.1.7. Rise in the number of balloon activities
3.1.8. DIY Party Decorations Gaining Prominence
3.1.9. Introduction of Multi-colour Foil and Latex Balloons to Drive Market Growth
3.1.10. Sustainability is Gaining Prominence in Balloon Packaging Innovation
3.2. Product Innovation Trends
3.2.1. Introduction of Innovative Decorative Products
3.2.2. Growing Consumer Interest In Personalized Decorative Products
3.3. Then & Now: The Evolution of Event Industry
3.3.1. The Evolution of Event Planning Industry
3.3.2. Themes & Styles
3.3.3. Décor Displays
3.3.4. Décor Colour Schemes
3.3.5. Sustainable Décor: The New Trend
4. Market Demand Analysis 2018 to 2022 and Forecast, 2023 to 2033
4.1. Historical Market Volume (‘000 Units) Analysis, 2018 to 2022
4.2. Current and Future Market Volume (‘000 Units) Projections, 2023 to 2033
4.3. Y-o-Y Growth Trend Analysis
5. Market - Pricing Analysis
5.1. Regional Pricing Analysis By Product Type
5.2. Pricing Break-up
5.2.1. Manufacturer Level Pricing
5.2.2. Distributor Level Pricing
5.3. Middle East and Africa Average Pricing Analysis Benchmark Market
6. Market Demand (in Value or Size in US$ million) Analysis 2018 to 2022 and Forecast, 2023 to 2033
6.1. Historical Market Value (US$ million) Analysis, 2018 to 2022
6.2. Current and Future Market Value (US$ million) Projections, 2023 to 2033
6.2.1. Y-o-Y Growth Trend Analysis
6.2.2. Absolute $ Opportunity Analysis
7. Market Background
7.1. Party Supplies Industry Overview
7.1.1. Middle East and Africa Party Supplies Consumption Analysis
7.1.2. Top Players in Middle East and Africa
7.1.3. List of Top Event Planners in Middle East and Africa
7.1.4. Revolution of Event Planning Industry
7.2. Macro-Economic Factors
7.2.1. Middle East and Africa GDP Growth Outlook
7.2.2. Middle East and Africa Consumer Spending Outlook
7.2.3. Middle East and Africa Population Growth Outlook
7.2.4. Middle East and Africa FMCG Industry Growth
7.2.5. GDP Growth Rate Analysis
7.2.6. Event Planning Industry Contribution to GDP Outlook
7.2.7. Middle East and Africa E-Commerce Industry Outlook
7.2.8. Middle East and Africa Household Spending Outlook
7.2.9. Income Group Population Overview
7.2.10. Urbanization Growth Outlook
7.2.11. Per Capita Disposable Income
7.3. Industry Value and Supply Chain Analysis
7.3.1. Profit Margin Analysis at each sales point
7.3.2. List & role of key participants
7.3.2.1. Manufacturers
7.3.2.2. Distributors/Retailers
7.3.2.3. List of Private Label Brands
7.4. Forecast Factors - Relevance & Impact
7.4.1. Top Companies Historical Growth
7.4.2. Middle East and Africa Industry Production Outlook
7.4.3. Manufacturing Sector Gross Value Added
7.4.4. Middle East and Africa Retail Sales Outlook
7.5. PESTLE Analysis of Latex Foil Balloons Market
7.6. Region Wise Market Positioning Assessment
7.7. Investment Feasibility Matrix of Latex Foil Balloons Market
7.8. Porter’s Five Force
7.9. Market Dynamics
7.9.1. Drivers
7.9.2. Restraints
7.9.3. Opportunity Analysis
8. Market Analysis 2018 to 2022 and Forecast 2023 to 2033, by Product Type
8.1. Introduction / Key Findings
8.2. Historical Market Size (US$ million) and Volume (‘000 Units) Analysis By Product Type, 2018 - 2022
8.3. Current and Future Market Size (US$ million) and Volume (‘000 Units) Analysis and Forecast By Product Type, 2023 to 2033
8.3.1. Latex Party Balloon
8.3.2. Foil Party Balloon
8.4. Market Attractiveness Analysis By Product Type
9. Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Type
9.1. Introduction / Key Findings
9.2. Historical Market Size (US$ million) and Volume (‘000 Units) Analysis By Type, 2018 to 2022
9.3. Current and Future Market Size (US$ million) and Volume (‘000 Units) Analysis and Forecast By Type, 2023 to 2033
9.3.1. Plain Balloons
9.3.2. Occasional/Message Balloons
9.3.2.1. Birthday
9.3.2.2. Anniversary
9.3.2.3. Wedding
9.3.2.4. Festival
9.3.2.5. Others
9.3.3. Themed Balloons
9.3.3.1. Gaming
9.3.3.2. Animals
9.3.3.3. Faces
9.3.3.4. Fairytale
9.3.3.5. Others
9.3.4. Number & Letter Balloons
9.3.5. Others
9.4. Market Attractiveness Analysis By Type
10. Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Application
10.1. Introduction / Key Findings
10.2. Historical Market Size (US$ million) and Volume (‘000 Units) Analysis By Application, 2018 to 2022
10.3. Current and Future Market Size (US$ million) and Volume (‘000 Units) Analysis and Forecast By Application, 2023 to 2033
10.3.1. Private Occasions
10.3.2. Public Occasions
10.4. Market Attractiveness Analysis By Application
11. Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Size
11.1. Introduction / Key Findings
11.2. Historical Market Size (US$ million) and Volume (‘000 Units) Analysis By Size, 2018 to 2022
11.3. Current and Future Market Size (US$ million) and Volume (‘000 Units) Analysis and Forecast By Size, 2023 to 2033
11.3.1. Less than 5"
11.3.2. 5” to 10”
11.3.3. 10” to 15”
11.3.4. 15” to 20”
11.3.5. Above 20”
11.4. Market Attractiveness Analysis By Size
12. Market Analysis 2018 to 2022 and Forecast 2023 to 2033, by Sales Channel
12.1. Introduction / Key Findings
12.2. Historical Market Size (US$ million) and Volume (‘000 Units) Analysis By Sales Channel, 2018 to 2022
12.3. Current and Future Market Size (US$ million) and Volume (‘000 Units) Analysis and Forecast By Sales Channel, 2023 to 2033
12.3.1. Direct Sales
12.3.2. Indirect Sales
12.3.2.1. Hypermarkets/Supermarkets
12.3.2.2. Specialty Stores
12.3.2.3. Wholesalers/Distributors
12.3.2.4. Convenience Stores
12.3.2.5. Online Retailers
12.3.2.6. Other Sales Channel
12.4. Market Attractiveness Analysis By Sales Channel
13. Market Analysis 2018 to 2022 and Forecast 2023 to 2033, by Country
13.1. Introduction
13.2. Historical Market Size (US$ million) and Volume (‘000 Units) Analysis By Country, 2018 to 2022
13.3. Current Market Size (US$ million) and Volume (‘000 Units) Analysis and Forecast By Country, 2023 to 2033
13.3.1. GCC
13.3.2. Türkiye
13.3.3. South Africa
13.3.4. North Africa
13.3.5. Rest of Middle East and Africa
13.4. Market Attractiveness Analysis By Country
14. Key Countries’ Latex Foil Balloons Market Analysis 2023 to 2033
14.1. Introduction
14.1.1. Market Value Proportion Analysis, By Key Countries
14.1.2. Middle East and Africa Vs. Country Growth Comparison
14.2. GCC Latex Foil Balloons Market Analysis
14.2.1. By Product Type
14.2.2. By Type
14.2.3. By Application
14.2.4. By Size
14.2.5. By Sales Channel
14.3. Türkiye Latex Foil Balloons Market Analysis
14.3.1. By Product Type
14.3.2. By Type
14.3.3. By Application
14.3.4. By Size
14.3.5. By Sales Channel
14.4. South Africa Latex Foil Balloons Market Analysis
14.4.1. By Product Type
14.4.2. By Type
14.4.3. By Application
14.4.4. By Size
14.4.5. By Sales Channel
14.5. North Africa Latex Foil Balloons Market Analysis
14.5.1. By Product Type
14.5.2. By Type
14.5.3. By Application
14.5.4. By Size
14.5.5. By Sales Channel
14.6. Rest of Market Analysis
14.6.1. By Product Type
14.6.2. By Type
14.6.3. By Application
14.6.4. By Size
14.6.5. By Sales Channel
15. Market Structure Analysis
15.1. Market Analysis by Tier of Companies (Latex Foil Balloons)
15.2. Market Concentration
15.3. Market Share Analysis of Top Players
15.4. Market Presence Analysis
15.4.1. By Regional Footprint of Players
15.4.2. Product Footprint by Players
15.4.3. Channel Footprint by Players
16. Competition Analysis
16.1. Competition Dashboard
16.2. Pricing Analysis by Competition
16.3. Competition Benchmarking
16.4. Competition Deep Dive
16.4.1. Party Centre Inc.
16.4.1.1. Overview
16.4.1.2. Product Portfolio
16.4.1.3. Profitability by Market Segments (Product/Channel/Region)
16.4.1.4. Sales Footprint
16.4.1.5. Strategy Overview
16.4.2. Balloon & Printing Manufacturers (Pty) Ltd.
16.4.2.1. Overview
16.4.2.2. Product Portfolio
16.4.2.3. Profitability by Market Segments (Product/Channel/Region)
16.4.2.4. Sales Footprint
16.4.2.5. Strategy Overview
16.4.3. The Balloon Factory
16.4.3.1. Overview
16.4.3.2. Product Portfolio
16.4.3.3. Profitability by Market Segments (Product/Channel/Region)
16.4.3.4. Sales Footprint
16.4.3.5. Strategy Overview
16.4.4. Balloons and More
16.4.4.1. Overview
16.4.4.2. Product Portfolio
16.4.4.3. Profitability by Market Segments (Product/Channel/Region)
16.4.4.4. Sales Footprint
16.4.4.5. Strategy Overview
16.4.5. Galaxy Balloons Inc.
16.4.5.1. Overview
16.4.5.2. Product Portfolio
16.4.5.3. Profitability by Market Segments (Product/Channel/Region)
16.4.5.4. Sales Footprint
16.4.5.5. Strategy Overview
16.4.6. Prolloon
16.4.6.1. Overview
16.4.6.2. Product Portfolio
16.4.6.3. Profitability by Market Segments (Product/Channel/Region)
16.4.6.4. Sales Footprint
16.4.6.5. Strategy Overview
16.4.7. Balloons N More
16.4.7.1. Overview
16.4.7.2. Product Portfolio
16.4.7.3. Profitability by Market Segments (Product/Channel/Region)
16.4.7.4. Sales Footprint
16.4.7.5. Strategy Overview
16.4.8. B-loony
16.4.8.1. Overview
16.4.8.2. Product Portfolio
16.4.8.3. Profitability by Market Segments (Product/Channel/Region)
16.4.8.4. Sales Footprint
16.4.8.5. Strategy Overview
16.4.9. Balloonsa
16.4.9.1. Overview
16.4.9.2. Product Portfolio
16.4.9.3. Profitability by Market Segments (Product/Channel/Region)
16.4.9.4. Sales Footprint
16.4.9.5. Strategy Overview
16.4.10. Rubek Balloons
16.4.10.1. Overview
16.4.10.2. Product Portfolio
16.4.10.3. Profitability by Market Segments (Product/Channel/Region)
16.4.10.4. Sales Footprint
16.4.10.5. Strategy Overview
16.4.11. Pioneer Worldwide
16.4.11.1. Overview
16.4.11.2. Product Portfolio
16.4.11.3. Profitability by Market Segments (Product/Channel/Region)
16.4.11.4. Sales Footprint
16.4.11.5. Strategy Overview
16.4.12. Amscan Inc.
16.4.12.1. Overview
16.4.12.2. Product Portfolio
16.4.12.3. Profitability by Market Segments (Product/Channel/Region)
16.4.12.4. Sales Footprint
16.4.12.5. Strategy Overview
16.4.13. Other Players (As Per Request)
16.4.13.1. Overview
16.4.13.2. Product Portfolio
16.4.13.3. Profitability by Market Segments (Product/Channel/Region)
16.4.13.4. Sales Footprint
16.4.13.5. Strategy Overview
17. Assumptions and Acronyms Used18. Research Methodology
