Christine Muscat, CEO of Knauf France, clearly admits: “being a family group like Knauf, without the pressure of the permanent evolution of share values, allows us to project ourselves into the future.” He could have added “and not panic about the coming crisis.”

In fact, while the group has experienced significant global growth in recent years (Knauf, present in 92 countries, is the world's leading producer of plasterboard and achieved a turnover of 15.2 billion euros in 2022, double in the last 5 years.), the economic situation in France is very tense and weighs on its results.

“2023 was marked by stagflation and the decline in new construction,” recalls Joaquim Correia, director of strategic marketing. Consequence: “in the interior design sector, the continuous increase in work volume of recent years has stopped. We are landing. »

Thus, if in the third quarter the trend continues to be slightly positive (+0.7% in one year), the year 2023 should end around 0. Sales will drop: -5%.

Renewal resists

Despite everything, Knauf is satisfied with this year 2023. “saved” by isolation activity, which continues to grow but also in a deceleration phase. “There are, as they say, “two environments, two environments”, or two different realities: a great dynamic in energy renewal that the construction of new homes is demolishing. » Sales of dedicated products (PSE) are expected to decline by around 10% compared to 2022.

And this is not likely to improve in the coming years. “Leading indicators (15.4% drop in housing starts, 15% in sales of single-family homes and 10% in homes) They do not suggest any improvement in the short or medium term », acknowledges Joaquim Correia.

A new factory and a centenary to celebrate

A situation that represents an additional challenge for the industrialist who no longer lacks them.

In fact Knauf is preparing to start production at its new factory in Fos-sur-Mer. A plot that will have a capacity of 30 million m² of plasterboard and for which the industrialist has invested 75 million euros. Leading in terms of energy consumption during calcination (-15% compared to a traditional site) and water consumption (-12%), the Fos plant will have to Help Knauf advance its environmental commitments: reduce its CO2 emissions by 50% in Scopes 1 and 2 and by 30% in Scope 3 by 2032.

Why 2032? Because then Knauf will celebrate its centenary. During the nine years that separate it from this centenary, the company will carry out its reason for being despite the headwinds: “Make tomorrow a home for each of us.”

Seduction operation between artisans

This Tuesday, November 28, Knauf launched Knauf Kôté Pro “Let's renew together”, an initiative aimed at bringing you closer to artisans. Knauf has decided to dust off its image and create a really close relationship to “share the best of the renovation.” Thus, through its website and social networks (YouTube and Instagram), Knauf offers artisans short programs (technical videos, product demonstrations, but also cooking recipes, tips for staying in shape or cultural content) and testimonies and exemplary achievements.