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Building a Product Roadmap for Sustainable Resins

PP&A Case Study


A leading multinational client active in the chemical and resin spaces has launched an innovation team focusing on identifying and developing products and offerings for the future. One of the group’s priorities is to explore innovative technologies and approaches to increase sustainability for the company’s portfolio. The viability of such products depends on a variety of internal and external factors, including:

  • Market potential

  • Customer requirements

  • Regulations

  • Production capacity

  • Supply chain considerations

  • Technical considerations

  • Costs

With these considerations in mind, the client looks to explore the market viability of Polybutylene terephthalate (PBT) made from renewable feedstocks.


To develop this product development and commercialization roadmap, PP&A structured a study to assess fiber-based markets/applications for PBT by exploring the following details:

  • Identify key application areas for sustainable PBT products and identify target customer groups to serve

  • Define the value proposition of PBT compared to other fibers (PP, PET, etc.)

  • Estimate market/application size and growth rate for sustainable PBT in key application areas

  • Determine the market size and average resin price(s) of competing products and other sustainability fiber materials in the market

  • Lay out the technical requirements and key value drivers for each market/application

  • Identify potential development & validation partner(s)

This market/application assessment focused on the geographic areas covering the Americas, Europe, and Asia. For this engagement, PP&A employed an expert interview-based study, gathering insights from executives from both the consumer and production perspectives.


Using a targeted expert interview-based study, PP&A was able to highlight specific opportunities, trends, and challenges to be expected when investing in and offering resins made from renewable feedstocks. This included the expected value proposition based on sustainable product attributes and included:

  • Assessments on added value

  • Implications on customer demand

  • Potential price premiums

  • Anticipated obstacles to overcome

In addition, we developed a phased Go-To-Market plan to roll out a new line of sustainability-focused PBT products targeting prioritized markets and application areas.



PP&A is an international strategy consultancy focused on helping leaders achieve growth, improve performance, and simplify complexity. We use analytics, research, and strategic know-how to provide insights and solutions for leaders looking to advance their objectives. To learn more about PP&A and explore how we may help advance one of your professional efforts, don't hesitate to reach out and contact us below.


Chris Peoples | Managing Partner at PP&A

Chris is the Managing Partner at PP&A and has consulted for leading organizations worldwide for over ten years. As a seasoned organizational strategist and an avid technologist, he specializes in helping world-class organizations access new markets, grow existing businesses, and improve operating performance.

Contact Details:

Phone: +1 610-427-1032


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