Regional Photovoltaic Markets Display High Growth in 2010; Despite Tough Economic Environment and Policy Adjustments

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Germany Continues to Drive Solar Industry, While China, U.S., Japan and India Experiencing High Growth

Set against the weak European economic environment, the risk of future moderation of PV incentive policy around Europe will necessitate flexibility in corporate sales and marketing initiatives to handle changes in market mix

According to the latest photovoltaic (PV) market analysis from Solarbuzz®, an international solar energy market research and consulting company, nine countries are forecast to exceed 250 MW in 2010, up from six countries in 2009. The high growth in these regions can be attributed to strong supportive government policy and consumer demand. These conclusions were based on the firm’s latest reports released this week: Asia Pacific Major PV Markets, European PV Markets and United States Grid Connect PV Market.

“PV demand growth in each major market region is being shaped by economic uncertainty, complex and frequently changing government policies,” noted Craig Stevens, President of Solarbuzz. “Despite political and economic woes, PV supply is barely able to keep up with demand.”

"Set against the weak European economic environment, the risk of future moderation of PV incentive policy around Europe will necessitate flexibility in corporate sales and marketing initiatives to handle changes in market mix," Stevens added.

Germany Drives Global Solar Market, While Growth in Italy, Czech Republic and France is Promising

Germany continues to lead the global market in 2010. Despite this, impending policy changes, including to two successive incentive tariff reductions in the next seven months, will place growing emphasis on seeking out growth opportunities in other country markets over the next year. German policy makers are wrestling with how to bring the market under some level of effective control.

Despite the economic downturn, PV markets in Europe, such as Italy, the Czech Republic, Belgium and France, are forecast to grow strongly this year. Key to this, Italy, Czech Republic and France are forecast to generate some 3 Gigawatt (GW) of demand in 2010. Meanwhile, Spain is still reverberating from catastrophic PV policy adjustments over the last two years that continue to deteriorate.

Race to Install 1 GW of PV

Italy, Czech Republic, United States, and potentially even Japan are all capable of becoming just the third country to ever install 1 GW of PV in a single year. Recent key policy enhancements in Japan and the US have set the ground work for significant growth in these already substantial markets.

The complex policy environment in the United States is driven by federal and state rebates, feed-in tariffs, tax incentives, net metering, grants and other short-term funding through the American Recovery and Reinvestment Act. These are combining to deliver a potential doubling in that market in 2010. In addition, utility-driven projects in California and other states with Renewable Portfolio Standards are creating the largest market segment.

Emerging Regions: China & India

PV project order books in China and India indicate that those two regions are well positioned to make a material contribution to global market growth over the next two years. Nearly 100 planned installations in China add up to an unrisked order book of 18.6 GW, while the Indian pipeline contributes a further 4.8 GW.

Solar companies are operating more vertical integration models in the strategic markets, either through equity interest or via partnering. The ability to access sources of project financing remains key to success in most of the major markets. On the supply side, Japanese module manufacturers are increasingly focused on their domestic market, able to access the utility net feed-in tariff and new residential incentives. Distribution channels in that country are becoming more diversified, with new entrants like Yamada Denki and Toshiba starting to make their presence felt.

The Solarbuzz Asia and Pacific Major PV Markets 2010, Europe PV Market 2010 and United States PV Market 2010 Now Available

The 2010 Solarbuzz regional reports (Asia Pacific Major PV Markets, European PV Markets and United States Grid Connect PV Market) are now available—bringing clarity to this complex sales and market environment. Featuring more than 300 pages for each region, they focus on the key downstream sales and marketing agenda—helping to resolve the market challenges and identify the future sales opportunities.

Report content addresses market segmentation, detailed review of PV incentive policies, PV project listings by segment (government, corporate and utility customers), downstream channel structure and volumes, financiers and PPA providers and terms, regional economics, downstream company activity and installed PV system pricing—concluding with a focus on the future via five-year market forecasts together with identification of short-term project-by-project order books.

To order Solarbuzz regional reports, contact us at our nine global locations, email us at admin at solarbuzz dot com, or call 1 415 928 9743

Report Content Outlines:

About Solarbuzz®
Solarbuzz, part of The NPD Group, is a globally recognized market research-based business focused on the solar energy and photovoltaic industries since 2001. Solarbuzz clients include many of the largest global PV manufacturers, together with major investment banks, equipment manufacturers, materials suppliers, hedge fund companies, a wide range of other multi-nationals considering participation in this industry, and the largest PV system integrators. Solarbuzz offers a wide-array of reports, including Marketbuzz®, an annual global PV industry report, and Solarbuzz QUARTERLY, which provides historical and forecast data on the global PV supply chain. The company’s research also provides annual Downstream PV Market Reports by region for the European, Asia Pacific and US markets. In addition, is a recognized and respected online resource for the solar industry. For more information, visit

About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,800 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, contact us or visit and Follow us on Twitter at npdtech and at npdgroup.
Solarbuzz is a registered trademark of The NPD Group.

Media Contact:
Stacey Voorhees
SAVVY Public Relations
Phone: 925-336-9592
E-mail: stacey at savvypublicrelations dot net

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