Roofing materials in the u.s., 2nd edition

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Roofing Materials in the U.S., 2nd Edition

March 1, 2009
This new SBI report reveals astonishingly that roofing product manufacturing managed
to grow modestly from $10.6 billion in 2007 to $10.9 billion in 2008, a gain of three
percent. This is credited to increased asphalt pricing in 2008 and a slowdown is on the
way. SBI forecasts a significant contraction in 2009 of about 16% caused by declines in
average selling prices and soft end-user demand before a slow recovery begins.

The report contains detailed data and analysis describing the U.S. market for roofing
product manufacturing. The report examines the value of the market, various
components of trade, an analysis of economic factors affecting the industry, and end-
user market analysis.

This report further explores housing related indicators, product and market trends with
expanded coverage of green product trends, and competitive issues affecting roofing
manufacturing. The report also profiles major marketers, along with manufacturer
strategies used to maximize growth and profitability.

Markets included are:

Asphalt Shingle & Coating Materials
Sheet Metal Roofing (figures also include metal roof drainage equipment)
Precast Concrete Roof Units (figures also include concrete joists and beams, and
floor units)
Single-Ply Rubber Membrane Roofing
Ceramic/Clay & Slate Roofing Tile (figures also architectural terra cotta, drain tile,
flue tile, conduit, but does not include clay refractories)
Wood Shingles & Shakes

Roofing Market Nears $10.9 Billion

Despite the unraveling of the U.S. economy in 2008, SBI estimates the U.S. market for
roofing products grew modestly from $10.6 billion in 2007 to $10.9 billion in 2008, a gain
of three percent. However, the gain comes after a 13% decline in 2007 and leaves the
market well below its 2006 peak of $12.1 billion.

Green Roofing Products Market Growing, Influencing Innovation

The $789 billion American Recovery and Reinvestment Bill of 2009 includes serious
government investment in energy efficiency building efforts, such as $16 billion to repair
and make energy-efficient retrofits for public housing; $6.7 billion for renovations and
repairs to federal buildings; and $6.9 billion for local and state governments to become
more energy efficient.

Asphalt-shingles, which are petroleum-based, are giving way to old-school materials
such as slate, clay, or wood shake, which are beautiful and being repositioned as
environmentally friendly and to newer materials and innovations such as metal, green
roofs, and solar shingles.

Cool roofs are a fast-growing sector of the roofing industry now getting attention across
the country. The terminology covers several roof types, including cool roof coatings or
paints which can be applied to existing roofs; green roofs, which are more garden than
roof; and inherently reflective roofs such as those made of thermoplastic white vinyl
which can reflect 80% or more of the sun’s rays (versus an asphalt roof which only
reflects between six and 26%).

Metal roofing, although pricier than many other types of roofing, is an exciting option as
it brings together so many meaningful end-user benefits. Metal roofing materials are
often recycled products and in turn can be recycled at the end of the usage lifespan.

Unlike the large and unattractive panels solar roofing systems of the past, newer solar
technology is now embedded into the roof tile. They’re not only dual function, but design
and technology have converged with photovoltaic-coated metal-roofing materials in
custom styles and colors. The industry is optimistic about opportunities in this arena.

Additional Information

Market Insights: A Selection From The Report

Asphalt, Metal Make up 91% of U.S. Roofing Products Market
Accounting for 70% of the U.S. market in 2008, SBI estimates asphalt shingle and
coating materials grew at a CAGR of two percent during the 2004-2005 period to reach
$7.6 billion though it remained below its 2006 peak of $8.3 billion. Sheet metal roofing,
which includes drainage equipment, also posted a two percent CAGR for the five-year
period, but was also below its 2006 peak of $2.6 billion. Sheet metal roofing accounted
for approximately 21% of the U.S. market.

Green Influencing Innovation
Organizations and programs such as the U.S. Green Building Council (USGBC), the
ENERGY STAR program of the U.S. Environmental Protection Agency and the U.S.
Department of Energy are organizing the concepts of green building and materials in
ways that will allow this emerging market to move forward in a coherent fashion. The
proposed $789 billion American Recovery and Reinvestment Bill of 2009 includes
serious government investment in energy efficiency building efforts, such as $16 billion
to repair and make energy-efficient retrofits for public housing; $6.7 billion for
renovations and repairs to federal buildings; and $6.9 billion for local and state
governments to become more energy efficient.

TABLE OF CONTENTS

Chapter 1: Executive Summary
Scope of the Report
Methodology
Roofing Products Market Size and Growth
Figure 1-1: U.S. Roofing Products’ Value of Apparent Consumption, 1999-2008
(in billions of dollars)
U.S. Roofing Products Market Size and Growth by Category
Rubber and Concrete Capture More Than 5%
Table 1-1: U.S. Roofing Products’ Value of Apparent Consumption by Category,
1999-2008 (in millions of dollars)
Wood and Clay Grab at Least 3%
Figure 1-2: Share of U.S. Roofing Products’ Value of Apparent Consumption by
Category, 2008 (percent)
Forecast
Market to Reach $11.8 Billion by 2013
Figure 1-3: U.S. Roofing Products’ Value of Apparent Consumption Forecast,
2008-2013 (in billions of dollars)
Economic, Price Index and Housing Trends
Real GDP Growth Projected at Negative 1.0% for 2009
Inflation Rears Its Ugly Head
Figure 1-4: Percentage Changes in U.S. Current-Dollar GDP, Real GDP and the
GDP Price Index, 2001-2009 (percent)
The Economy and Roofing Products
The Increased Cost of Asphalt in 2008
Roofing Price Index Vaults Higher
Figure 1-5: Year-over-Year Percentage Change in Asphalt Paving Mixture &
Block Manufacturing Producer Price Index and the Asphalt Shingle & Coating
Materials Manufacturing Producer Price Index, 1999-2008 (percent)
Prices Through the Roof in 2008

Figure 1-6: Year-over-Year Percentage Change in Asphalt Roofing Product
Manufacturing Producer Price Indexes: Roofing Asphalts & Pitches, Coatings,
and Cements; Prepared Asphalt & Tar Roofing & Siding Products, 1999-2008
(percent)
Metal & Wood Price Increases More Modest
Figure 1-7: Year-over-Year Percentage Change in Other Roofing Product
Manufacturing Producer Price Indexes: Wood Ties, Siding, Shingles, and Shakes
and Contract Sawing of Logs Owned by Others & Sheet Metal Roofing and Roof
Drainage Equipment, 1999-2008 (percent)
Clay & Concrete
Manufacturing Producer Price Indexes: All Other Structural Clay Products,
Except Clay Refractories; Precast Concrete Slabs and Tile, Roof and Floor Units,
1999-2008 (percent)
Total Residential Investment and Rates
Figure 1-9: Comparison of Total Residential Investment, Residential
Improvement Spending, Average 30-Year Mortgage Rate and Average Prime
Rate, 1990-2008, Quarterly (in billions of dollars and percent)
Building Permits by Region Drop Off
Residential Markets Head South
Style, Efficiency and Endurance Product Trends
Will Green Survive a Slowdown?
Design and Efficiency Drive Product Development
Asphalt Ubiquity Threatened
A Move to Cool Roofs
Metal Resists Elements, Extends Life
Photovoltaic/Solar Technologies Heat Up
Green Roof Systems—A Dramatic Alternative
Market Outreach
Overview: Diverse and Fragmented Marketplace
Internet Becomes More Important in Recession
Enabling Design Technology
Trade Shows
Product Placement Works in Reality
Warranties
Company Ethics Important to Customers
Partnering To Grow Business
End User Market Trends
Non-Residential Spending
Figure 1-10: Total Non-Residential Construction Spending and Percent of Total
Construction Spending, 2002-2008 (in billions of dollars)
Residential Spending
Figure 1-11: Total Residential Construction Spending and Percent of Total
Roofing Replacement, Maintenance & Repair Spending

Figure 1-12: Total U.S. Roofing Replacement, Maintenance & Repair Spending
and Percent of Total Private Residential Improvement Spending, 2002-2008 (in
billions of dollars)
Roofing Contractor Revenue
Figure 1-13: Total Roofing Contractor Revenues and Percent of Total
A Look at Consumer Roofing Activity
Table 1-2: Household Penetration Rates for Selected Home Improvement
Activity, 2004-2008 (percent)
Demographic Characteristics of Roofing Purchasers

Chapter 2: The Market
Scope of the Report
Methodology
Product Definitions
Roof Components
Shingles
Underlayment
Decking/Sheathing
Single-Ply Roofing
Hip
Ridge
Slope
Types Of Roofing Products
Asphalt Shingles
Sheet Metal Roofs
Tile Roofs
Cool Roofs
Table 2-1: Comparison of Steep Slope Roofing by Material
Felt
Built Up Roofing (BUR)
Base Sheet
Cap Sheet
Roll Roofing
Ethylene Propylene Diene Monomer (EPDM)
Bitumen
Modified Bitumen
Atactic Polypropylene (APP)
Styrene Butadiene Styrene (SBS)
Self-Adhering Membrane
Roof Coatings
Roofing Products Market Size and Growth
Figure 2-1: U.S. Roofing Products’ Value of Apparent Consumption, 1999-2008
Table 2-2: U.S. Roofing Products’ Value of Apparent Consumption and Year-
over-Year Percentage Change, 1999-2008 (in millions of dollars)

U.S. Roofing Products Market Size and Growth by Category
Rubber and Concrete Capture More Than 5%
Table 2-3: U.S. Roofing Products’ Value of Apparent Consumption by Category,
Wood and Clay Grab at Least 3%
Figure 2-2: Share of U.S. Roofing Products’ Value of Apparent Consumption by
Category, 2008 (percent)
Asphalt Roofing Products Category Focus
Asphalt Roofing Market Grows
Figure 2-3: U.S. Asphalt Shingle and Coating Materials Apparent Consumption
and Percent of Total U.S. Roofing Products’ Market, 1999-2008 (in billions of
dollars)
Table 2-4: U.S. Asphalt Shingle and Coating Materials Apparent Consumption
and Year-over-Year Percentage Changes, 1999-2008 (in billions of dollars)
Asphalt Shingle & Coating Materials Quantity and Price
Figure 2-4: Estimated U.S. Asphalt Shingle and Coating Materials Apparent
Consumption by Quantity and Average Price per Metric Ton, 1999-2008 (in
millions of metric tons)
Table 2-5: Estimated U.S. Asphalt Shingle and Coating Materials Apparent
Consumption by Quantity and Average Price per Metric Ton, and Yearover- Year
Percentage Changes, 1999-2008 (in thousand metric tons)
Market Growth by Segment
Table 2-6: U.S. Asphalt Shingle & Coating Materials Shipments by Segment,
Figure 2-5: Share of U.S. Asphalt Shingle & Coating Materials Shipments by
Segment, 2008 (percent)
Components of Trade
Table 2-7: U.S. Asphalt Shingle & Coating Materials Value of Components of
Trade, 1999-2008 (in millions of dollars)
Net Shipment Value, Quantity and Price
Figure 2-6: U.S. Asphalt Shingle & Coating Materials Net Shipment Value
(Shipments Less Exports) and Percent of U.S. Apparent Consumption, 1999-
2008 (in billions of dollars)
Table 2-8: U.S. Asphalt Shingle & Coating Materials Net Shipment Value
(Shipments Less Exports) and Year-over-Year Percentage Changes, 1999-2008
Figure 2-7: U.S. Asphalt Paving Mixtures Net Shipments (Shipments Less
Exports) by Quantity and Average Net Shipment Prices per Metric Ton, 1999-
2008 (in millions metric tons)
Table 2-9: U.S. Asphalt Paving Mixtures Net Shipments (Shipments Less
Exports) by Quantity, Average Net Shipment Prices per Metric Ton, and Year-
over-Year Percentage Changes, 1999-2008 (in millions metric tons) .
Import Value, Quantity and Prices
Figure 2-8: U.S. Asphalt Shingle & Coating Materials Import Value and Percent
of U.S. Apparent Consumption, 1999-2008 (in millions of dollars) .

Table 2-10: U.S. Asphalt Shingle & Coating Materials Imports Value and Year-
over-Year Percentage Changes, 1999-2008 (in millions of dollars)
Figure 2-9: U.S. Asphalt Shingle & Coating Materials Imports by Quantity and
Average Import Prices per Metric Ton, 1999-2008 (in thousand metric tons)
Table 2-11: U.S. Asphalt Shingle & Coating Materials Imports by Quantity,
Average Import Prices per Metric Ton, and Year-over-Year Percentage Changes,
1999-2008 (in thousand metric tons)
Export Value, Quantity and Prices
Figure 2-10: U.S. Asphalt Shingle & Coating Materials Value of Exports and
Percent of Total U.S. Shipment Value, 1999-2008 (in millions of dollars)
Table 2-12: U.S. Asphalt Shingle & Coating Materials Exports and Yearover-
Year percentage Changes, 1999-2008 (in millions of dollars)
Figure 2-11: U.S. Asphalt Shingle & Coating Materials Exports by Quantity and
Average Export Prices per Metric Ton, 1999-2008 (in thousand metric tons)
Table 2-13: U.S. Asphalt Shingle & Coating Materials Exports by Quantity,
Average Export Prices per Metric Ton, and Year-over-Year Percentage Changes,
1999-2008 (in thousand metric tons)
Metal Roofing Products Category Focus
Metal Roofing Products Hold Steady
Figure 2-12: U.S. Sheet Metal Roofing Apparent Consumption and Percent of
Total U.S. Roofing Products’ Market, 1999-2008 (in billions of dollars)
Table 2-14: U.S. Sheet Metal Roofing Apparent Consumption and Yearover-
Year Percentage Changes, 1999-2008 (in billions of dollars)
Sheet Metal Roofing Quantity and Price
Figure 2-13: Estimated U.S. Sheet Metal Roofing Apparent Consumption by
Quantity and Average Price per Kilogram, 1999-2008 (in millions of kilograms)
Table 2-15: Estimated U.S. Sheet Metal Roofing Apparent Consumption by
Quantity and Average Price per Kilogram, and Year-over-Year Percentage
Changes, 1999-2008 (in millions kilograms)
Components of Trade
Table 2-16: U.S. Asphalt Shingle & Coating Materials Value of Components of
Net Shipment Value, Quantity and Price
Figure 2-14: U.S. Sheet Metal Roofing Net Shipment Value (Shipments Less
Exports) and Percent of U.S. Apparent Consumption, 1999-2008 (in billions of
dollars)
Table 2-17: U.S. Sheet Metal Roofing Net Shipment Value (Shipments Less
Exports) and Year-over-Year Percentage Changes, 1999-2008 (in billions of
dollars)
Figure 2-15: U.S. Sheet Metal Roofing Net Shipments (Shipments Less Exports)
by Quantity and Average Net Shipment Prices per Kilogram, 1999-2008 (in
millions Kilograms)
Table 2-18: U.S. Sheet Metal Roofing Net Shipments (Shipments Less Exports)
by Quantity, Average Net Shipment Prices per Kilogram, and Year-over-Year
Percentage Changes, 1999-2008 (in millions Kilograms)
Import Value, Quantity and Prices

Figure 2-16: U.S. Sheet Metal Roofing Import Value and Percent of U.S.
Apparent Consumption 1999-2008, (in millions of dollars)
Table 2-19: U.S. Sheet Metal Roofing Imports Value and Year-over-Year
Percentage Changes, 1999-2008 (in millions of dollars)
Figure 2-17: U.S. Sheet Metal Roofing Imports by Quantity and Average Import
Prices per Kilogram, 1999-2008 (in million Kilograms)
Table 2-20: U.S. Sheet Metal Roofing Imports by Quantity, Average Import
Prices per Kilogram, and Year-over-Year Percentage Changes, 1999-200 (in
million kilograms)
Export Value, Quantity and Prices
Figure 2-18: U.S. Sheet Metal Roofing Value of Exports and Percent of Total
U.S. Shipment Value, 1999-2008 (in millions of dollars)
Table 2-21: U.S. Sheet Metal Roofing Exports and Year-over-Year Percentage
Changes, 1999-2008 (in millions of dollars)
Figure 2-19: U.S. Sheet Metal Roofing Exports by Quantity and Average Export
Prices per Kilogram, 1999-2008 (in millions kilograms)
Table 2-22: U.S. Sheet Metal Roofing Exports by Quantity, Average Export
Prices per Kilogram, and Year-over-Year Percentage Changes, 1999-2008 (in
million kilograms)
Other Roofing Categories: Selected Data
Concrete Roofing Units Down Sharply
Figure 2-20: U.S. Precast Concrete Roof Units’ Apparent Consumption and
Percent of Total U.S. Roofing Products’ Market, 1999-2008 (in millions of dollars)
Table 2-23: U.S. Precast Concrete Roof Units’ Apparent Consumption and Year-
Components of Trade
Table 2-24: U.S. Precast Concrete Roof Units’ Value of Components of Trade,
Ceramic/Clay Tile Skids
Figure 2-21: U.S. Ceramic/Clay Tile Roofing Products’ Apparent Consumption
and Percent of Total U.S. Roofing Products’ Market, 1999-2008 (in billions of
dollars)
Table 2-25: U.S. Ceramic/Clay Tile Roofing Products’ Apparent Consumption
and Year-over-Year Percentage Changes, 1999-2008 (in millions of dollars)
Components of Trade
Table 2-26: U.S. Ceramic/Clay Tile Roofing Products’ Value of Components of
Slate Tile
Figure 2-22: U.S. Slate Roofing Tile Value of Imports and Exports, 1999-2008 (in
millions of dollars)
Table 2-27: U.S. Slate Roofing Tile Value of Imports and Exports and Yearover-
Year Percentage Changes, 1999-2008 (in millions of dollars)
Wood Shingles & Shakes
Figure 2-23: U.S. Wood Shingle & Shake Value of Imports and Exports, 1999-
2008 (in millions of dollars)

Table 2-28: U.S. Wood Shingle & Shake Value of Imports and Exports and Year-
Forecast
Market to Reach $11.8 Billion by 2013
Figure 2-24: U.S. Roofing Products’ Value of Apparent Consumption Forecast,
2008-2013 (in billions of dollars)
Maintenance & Repair and Remodel Market Demand
New Home Construction Market Demand
Commercial & Industrial Demand
Product Segment Forecast
Table 2-29: U.S. Roofing Products’ Value of Apparent Consumption Forecast by
Category, 2008-2013 (in millions of dollars)

Chapter 3: Competitive Overview
Competitors
Figure 3-1: Estimated Share of U.S. Roofing Products Manufacturing by
Manufacturer, 2008 (percent)
GAF Materials Leads
Owens Corning in Top Four
Boral USA, Metals USA Capture Two Percent
Other Major Players
CertainTeed
Overview
Performance
Figure 3-2: Total CertainTeed North America Net Sales, 2004-2008 (in million of
dollars)
Table 3-1: Total CertainTeed North America Net Sales and Year-over-Year
Percentage Changes, 2004-2008 (in billions of dollars)
Product Portfolio
Firestone Building Products, Bridgestone Corporation
Overview
Performance
Figure 3-3: Total Bridgestone Diversified Products Net Sales, 2004-2008 (in
Table 3-2: Total Bridgestone Diversified Products Net Sales and Year-over- Year
Percentage Changes, 2004-2008 (in billions of dollars)
Product Portfolio
GAF Materials
Overview
Performance
Figure 3-4: Total GAF Materials and Elk Roofing Net Sales, 2004-2008 (in
Table 3-3: Total GAF Materials Net Sales and Year-over-Year Percentage
Changes, 2004-2008 (in billion of dollars)
Figure 3-5: Estimated Share of U.S. GAF Materials Net Sales by Segment, 2008
(percent)

Figure 3-6: Total GAF Materials Roofing Net Sales by End Market, 2004-2008 (in
Table 3-4: Total GAF Materials Net Sales and Year-over-Year Percentage
Changes, 2004-2008 (in millions of dollars)
Figure 3-7: Estimated Share of GAF Materials Roofing Products’ Net Sales by
End Market, 2008 (percent)
Product Portfolio
Johns Manville Corporation
Overview
Performance
Product Portfolio
Metals USA Holdings Corp
Overview
Performance
Figure 3-8: Total Metals USA Net Sales by Segment: Building Products and All
Other, 2004-2008 (in millions of dollars)
Table 3-5: Total Metals USA Net Sales by Segment and Year-over-Year
Figure 3-9: Share of Metals USA Net Sales by Segment, 2008 (percent)
Product Portfolio
Owens Corning
Overview
Performance
Figure 3-10: Total Owens Corning Net Sales by Segment: Roofing and Asphalt
and All Other, 2004-2008 (in millions of dollars)
Table 3-6: Total Owens Corning Net Sales by Segment and Year-over-Year
Figure 3-11: Estimated Share of Owens Corning Net Sales by Segment, 2008
(percent)
Figure 3-12: Share of Owens Corning Asphalt & Roofing Products’ Net Sales by
End Market, 2008 (percent)
Product Portfolio
TAMKO Building Products, Inc.
Overview
Performance
Product Portfolio
U.S. Tile and MonierLifetile (Boral USA)
Overview
U.S. Tile
MonierLifetile
Performance
Figure 3-13: Total Boral USA Net Sales by Segment: Roofing and All Other,
Table 3-7: Total Boral USA Net Sales by Segment and Year-over-Year

Figure 3-14: Estimated Share of Boral USA Net Sales by Segment, 2008
(percent)
Figure 3-15: Total Boral USA Roofing Product Net Sales by Material: Concrete
and Clay, 2004-2008 (in millions of dollars)
Table 3-8: Total Boral USA Roofing Product Net Sales by Material: Concrete and
Clay, and Year-over-Year Percentage Changes, 2004-2008 (in millions of
dollars)
Figure 3-16: Share of Boral USA Net Sales by Material, 2008 (percent)
Product Portfolio

Chapter 4: Economic, Price Index and Housing Trends
Economic Crisis Peaks
Real GDP Growth Projected at Negative 1.0% for 2009
Figure 4-1: U.S. Current-Dollar GDP vs. Real GDP, 2000-2009 (in trillions of
dollars)
Inflation Rears Its Ugly Head
Figure 4-2: Percentage Changes in U.S. Current-Dollar GDP, Real GDP and the
GDP Price Index, 2001-2009 (percent)
Economic Future Uncertain
Contraction Likely for 2009
The Economy and Roofing Products
The Increased Cost of Asphalt in 2008
Figure 4-3: Asphalt Paving Mixture & Block Manufacturing Producer Price Index
and the Asphalt Shingle & Coating Materials Manufacturing Producer Price
Index, 1999-2008 (index)
Roofing Price Index Vaults Higher
Figure 4-4: Year-over-Year Percentage Change in Asphalt Paving Mixture &
Block Manufacturing Producer Price Index and the Asphalt Shingle & Coating
Materials Manufacturing Producer Price Index, 1999-2008 (percent)
Prices Through the Roof in 2008
Figure 4-5: Asphalt Roofing Product Manufacturing Producer Price Indexes:
Roofing Asphalts & Pitches, Coatings, and Cements; Prepared Asphalt & Tar
Roofing & Siding Products, 1999-2008 (index)
Figure 4-6: Year-over-Year Percentage Change in Asphalt Roofing Product
Manufacturing Producer Price Indexes: Roofing Asphalts & Pitches, Coatings,
and Cements; Prepared Asphalt & Tar Roofing & Siding Products, 1999-2008
(percent)
What’s Behind Asphalt Price Spikes: Crude Up 43%
igure 4-7: Crude Petroleum Price Indexes: Domestic Production and Imports,
1999-2008 (index)
Figure 4-8: Year-over-Year Percentage Change in Crude Petroleum Price
Indexes: Domestic Production and Imports, 1999-2008 (percent)
Metal & Wood Price Increases More Modest
Figure 4-9: Other Roofing Product Manufacturing Producer Price Indexes: Wood
Ties, Siding, Shingles, and Shakes and Contract Sawing of Logs Owned by
Others & Sheet Metal Roofing and Roof Drainage Equipment, 1999-2008 (index)

Manufacturing Producer Price Indexes: Wood Ties, Siding, Shingles, and Shakes
and Contract Sawing of Logs Owned by Others & Sheet Metal Roofing and Roof
Drainage Equipment, 1999-2008 (percent)
Clay & Concrete
Figure 4-11: Other Roofing Product Manufacturing Producer Price Indexes: All
Other Structural Clay Products, Except Clay Refractories; Precast Concrete
Slabs and Tile, Roof and Floor Units, 1999-2008 (index)
Manufacturing Producer Price Indexes: All Other Structural Clay Products,
Except Clay Refractories; Precast Concrete Slabs and Tile, Roof and Floor Units,
1999-2008 (percent)
Housing Market Trends
Total Residential Investment and Rates
Figure 4-13: Comparison of Total Residential Investment, Residential
Improvement Spending, Average 30-Year Mortgage Rate and Average Prime
Rate, 1990-2008, Quarterly (in billions of dollars and percent)
Building Permits by Region Drop Off
Figure 4-14: U.S. New Housing Units Authorized by Building Permits, January
1998-April 2008 (in thousands of units)
Residential Markets Head South
New Home Sales
Figure 4-15: Seasonally Adjusted Annual Rate of U.S. New Single-Family Home
Sales by Region, January 1998-May 2008 (in thousands of units).
Historical Context
Figure 4-16: Annual U.S. New Home Sales by Region, 1963-2007 (in thousands
of units)
Existing Home Sales
Figure 4-17: Annual U.S. Existing Single Family Home Sales by Region, 1997-
2007 (in thousands of units)
Pending Home Sales
Figure 4-18: U.S. Pending Home Sales Index by Region, 2004-2006, January
2007-May 2008

Chapter 5: Style, Efficiency and Endurance Product Trends………
Greener Design Options to Fit Every Need
Legislating Green
Room for Growth
Table 5-1: U.S. Residential and Commercial Buildings Total Primary Energy
Consumption (Quadrillion BTU and Percent of Total), 1980-2030 .
Manufacturers Offer “Cool” Products
Will Green Survive a Slowdown?
Green Building to Go Mainstream
Accelerated Growth
Construction Clients Driving Growth
Design and Efficiency Drive Product Development

Asphalt Ubiquitous but Not the Future
A Move to Cool Roofs
Cool Efficacy
Efficiently and Environmentally Cool
Metal: Points for Eco-Friendly, Endurance, Efficiency and Style
Metal Resists Elements, Extends Life
Metal Is Cool Too
Metal’s Versatility
Photovoltaic/Solar Technologies Heat Up
Not Yet Mainstream, but Industry Sunny with Optimism
Thin Film Laminate Option
Ceramic Solar Tiles
Peel and Stick May Hold the Key
Nanotechnology: The Next Wave of Solar
Green Roof Systems—A Dramatic Alternative
It’s Not Easy (or Cheap!) Being Green
High Maintenance
Despite Hurdles, Green Roofs Are Growing
Cities May Find the Greatest Benefit
Table 5-2: Top Ten Green Roof Cities in the U.S., Square Footage Implemented,
2007
USGBC and the LEED Green Ratings
LEED a Leader
LEED Credit Categories
Table 5-3: LEED for New Construction - Credits by Category
As Maintenance Industry Develops, Adoption of New Products Will Increase
Weather Anomalies Mean Opportunity
Roof Performance Standards More Important Than Ever
Wind Resistance Ratings
Impact Resistance Ratings
Fire Resistance Ratings

Chapter 6: Market Outreach
Overview: Diverse and Fragmented Marketplace
Magazines and Websites Still More Effective Than TV
Targeted End-User Marketing
Drive Consumers to Corporate Website
Up for Debate
Enabling Design Technology
Trade Shows
Product Placement Works in Reality
Warranties
Already Doing the Green Thing
Company Ethics Important to Customers
Partnering To Grow Business
Building Relationships With Contractors

Chapter 7: End User Markets
Total Construction Spending Declines
Figure 7-1: Total U.S. Construction Spending, 2002-2008 (in billions of dollars)
Table 7-1: Total U.S. Construction Spending and Year-over-Year Percent
Change, 2002-2008 (in billions of dollars)
Non-Residential Spending
Figure 7-2: Total Non-Residential Construction Spending and Percent of Total
Table 7-2 :Total U.S. Non-Residential Construction Spending and Yearover-
Year Percent Change, 2002-2008 (in billions of dollars)
Residential Spending
Figure 7-3: Total Residential Construction Spending and Percent of Total
Table 7-3: Total U.S. Residential Construction Spending and Year-over- Year
Percent Change, 2002-2008 (in billions of dollars)
Residential Improvements
Figure 7-4: Total U.S. Private Residential Improvement Spending and Percent of
Total Residential Construction Spending, 2002-2008 (in billions of dollars)
Table 7-4: Total U.S. Private Residential Improvement Spending and Yearover-
Year Percent Change, 2002-2008 (in billions of dollars)
Roofing Replacement, Maintenance & Repair Spending
Figure 7-5: Total U.S. Roofing Replacement, Maintenance & Repair Spending
and Percent of Total Private Residential Improvement Spending, 2002-2008 (in
Table 7-5: Total U.S. Roofing Replacement, Maintenance & Repair Spending
and Year-over-Year Percent Change, 2002-2008 (in billions of dollars)
Roofing Contractor Revenue
Figure 7-6: Total Roofing Contractor Revenues and Percent of Total Construction
Spending, 2002-2008 (in billions of dollars)
Table 7-6: Total Roofing Contractor Revenues and Year-over-Year Percent
Change, 2002-2008 (in billions of dollars)
A Look at Consumer Roofing Activity
Note on Simmons Market Research Bureau Consumer Data
Home Improvements Penetration by Category
Table 7-7: Household Penetration Rates for Selected Home Improvement
Activity, 2004-2008 (percent)
Demographic Characteristics of Roofing Purchasers
Baby Boomers Age in Place
Opportunities in Alternative Demographics
Table 7-8: Demographic Indicators for Households Who Bought Roofing in the
Last 12 Months, Spring 2008 (index)
Household Expenditure on Roofing
Table 7-9: Percentage of Households Who Spent on Roofing, by Spending
Range, 2004-2008 (percent)
DIY vs. Service-Supplied Roofing Work

Table 7-10: Percentage of Households Who Installed Roof Themselves versus
Hired an Outside Service, 2004-2008 (percent)
Will DIY Roofing Surge in Down Economy?

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