Mark Costa
Board Chair and Chief Executive Officer at Eastman Chemical
Sure. So I think it's important to start with the total volume numbers, and then I'll try and sort of bring it down to the specifics on your question. So if you think about the fourth quarter and the first quarter, the consumer discretionary markets like consumer durables, B&C, those kind of markets, electronics have seen a just significant drop in primary demand, as well as, a significant amount of destocking. And it goes back to the retail channel massively overstocked going from sort of an inventory ratio 1 times to sales to 2 times plus led to a huge amount of change in demand. And then pull that apart, that story that we told in January about the markets, this market area being down 40%. And retail sales being down about 10%. You got to remember, retail sales is dollars. So if you back out inflation, you're talking about volumes being down 15%, 20% on a volume basis. It's a pretty significant drop in demand for all the reasons I think have been well discussed about, COVID, and supply chain, etc.
And that trend continued, in fact, got a little bit worse in the first quarter, from the fourth quarter, when it came to the destocking. So we see that playing out, and that destocking and durables continuing to go on, there's just phenomenally long supply chains in this space. Especially for us, because we're manufacturing, we're very North American centric and our manufacturing. So all of our specialty plastics are made here, then they have to be shipped to China typically to be made into different components, and then go through warehouses, and then component makers, and the brands, and then warehouses, and then finally at retail, back in the U.S. and Europe. So it's just a very long supply chain to destock.
And that's sort of what you see going on. We do see signs of that destocking ending in May. But what we would say about these discretionary markets, whether it's durables or the same kind of story in building construction, those trends on the primary demand, we are now forecasting to stay at these low levels for the rest of the year. It's possible the world will get stabilize and get better, and there will be some restocking. But none of that is in our forecast. We just have the end of destocking in these discretionary markets. I would note in building construction, we're assuming things have been bad for a while in Europe and Asia. So that's not really a destocking, sort of just low demand. But we do see things decelerate in the U.S., and have factored that in consistent with our coating customers.
On the stable markets, I would note that, we have a very different situation. Obviously, they are stable, but they still are under pressure. Low single-digit, lower demand, when you look at some of the customers in that space in personal care and water treatment, etc. Because, even their demand is off. And yes, they are doing additional destocking, and that I think, has mostly played out in the first quarter. And so we're now moving back to more just sort of lower primary demand, as we go into the second quarter.
So those are sort of the dynamics across the market, and I just made comments on the auto market, which is obviously a source of strength. I'd note AG is a source of strength and holding up well. And I would note that aviation is recovering well, and also a source of strength. So there are a few places that things are going well, places like medical and pharma, where things are really stable. And then, you've got the story just hit on these demand situations.
So as you look at the first half to second half, we've really moved to our new forecasting. Primary demand is going to stay at these challenged levels for the rest of the year, and the only lift in demand in the back half is the end of destocking, that's part of the first half challenge, that doesn't continue into the second half.