In light of the fact that Sealed Air Corporation has been able to retain the bulk of the U.S. air bubble market; at first glance, it might appear that uncoated products are less of a threat than initially imagined. However, this is a dangerous illusion caused by Sealed Air’s established presence in the U.S. market. Indeed, the company’s recent confrontation with Sanetsu in England, and the resultant rapid decline of its market share in the English market, should be seen as a stark warning for any who are underestimating the threat posed by uncoated competitors. Similar early warning signs of increasing sales and adoption of competitors’ products are already present in the U.S; making it all the more dangerous to ignore such an ominously similar past precedent. Having said this, it is clear that only a small portion of the Sealed Air grades are currently at risk. Competitors have, so far, only managed to create equivalents of Sealed Air’s cheapest 3/16 inch and 1/2 inch offerings and it is likely that higher loads with greater value will continue to use our products.