Residential Roofing 2014

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1 BUSINESS ASSESSMENT AND OUTLOOK FROM PRINCIPIA Residential Roofing 2014 NEW REPORT FEATURES - Homeowner surveys - Trend and impact analysis Build Your Own Business Case A dynamic Market Model and Forecast Tool is included, in addition to the base report. This interactive tool allows for what if scenario-building market projections, and is a powerful business planning resource. More details inside The gold standard for information and insights in the building products industry

2 Residential Roofing 2014 Residential roofing demand in 2013 is expected to be 160 million squares and have a factory gate value of $12.5 billion. Total roofing demand during the first half of 2013 was significantly off compared to 2012, due mainly to a relatively calm storm season. However, the longer-term outlook is positive due to growing new home construction and an improving economy. Significant growth in new housing construction to over one million units in 2014 and to nearly 1.5 million units by 2016 will provide a boost to roofing demand. However, the biggest gains over the next few years are expected to come from repair, replacement and remodeling of existing roofing, which represents about 85% of overall roofing demand. Pent-up consumer spending on long-overdue home improvements, including roof replacements, will drive growth in the coming years. This stems in part from owners remaining in their homes longer, increasing their incentive to invest in higher-quality roofing systems. These homeowners are looking for greater aesthetic and curb appeal, improved quality and increased durability. Roofing suppliers are responding to this trend by expanding designer asphalt shingle product lines to include more colors, textures and styles. The expanded product offerings provide the look of alternative roofing materials, such as slate or wooden shakes, with the reliability and affordability of asphalt shingles, as well as excellent safety ratings. Demand for metal and composite shake roofing is also expected to accelerate in the coming years. Metal roofing products are growing in demand due to an increasing variety of product types, color options and easier-to-install systems. Ease and cost of installation, durability, and lower life-cycle costs make these systems more competitive with asphalt. Metal roofing performance has also improved in its ability to withstand stronger wind loads and larger hailstones, and is available in insulated panels and reflective colors for energy efficiency. Composite shake roofing has become very attractive to homeowners for its improved aesthetics, low maintenance and higher fire ratings than wood shakes, and is often 2

3 made from recycled materials. In addition, many local municipalities now prohibit wood shake roofs because of the fire risk, which is helping to grow demand for composite shake roofing in such areas as the Northeast and the West. Residential Roofing 2014 provides insights into industry trends and helps manufacturers formulate strategies to grow the business and drive market share increases. In order to gain a competitive edge and capitalize on these opportunities, manufacturers and distributors need actionable market data to formulate effective strategies that maximize their influence in the appropriate markets and customer categories. 3

4 In Focus Material Asphalt Architectural 3-tab Premium Metal Polymer composite Slate Tile Clay Concrete Wood shake Other Construction Type New Repair, remodel and replacement Market Sector Single family Multifamily About the Program Residential Roofing 2014 presents a detailed and focused analysis revealing use and preference trends and insights into market forces driving product and brand selection. The study is founded upon primary research that includes probing interviews and surveys conducted among more than 500 value chain participants. Report Format The report is structured for easy reference. The working outline that follows is subject to changes based on subscriber input. 1. Executive Summary Summary of current market size, trends and developments, keys for future success and outlook. 2. Roofing Products Review A review of residential roofing products, along with recent product advances and developments. Product review considering: Application / function Performance Major producer / brands New products Warranties 3. Market Assessment A thorough analysis of demand in North America will provide the baseline. A three-year projection will provide insights into how demand is most likely to shift by material, channel and region. Market segment demand analysis 2013 for all major roofing products, volume and value by: Material Construction type Market sector Region (according to U.S. Census Bureau regions and Canada) Distribution channel Trend and impact analysis NEW FEATURE Impact on roofing demand - Economic - Installed costs - Prices (ASP factory gate) - Material - Technical Impact on distribution channels - Channel margins - Consolidation activity - Partnerships Voice of Customer - Impact on usage and preferences Homeowners Builders and remodelers Retailers, dealers, distributors and wholesalers Implications for suppliers Trend analysis and segmented year-overyear forecast demand to 2016 Key demand drivers Projected changes in demand by: - Material - Construction type - Market sector - Region Rationale for changes Product substitution Technical and regulatory trends affecting potential demand 4. Business Assessment A realistic business assessment to help define industry opportunities. Current environment Size of opportunity for residential roofing Impact of code changes Changing customer requirements Opportunities for alternative distribution models Challenges for industry success 4

5 Subscription Features Residential Roofing 2014 is the indispensable tool for decision makers, offering a definitive 360-degree view of the industry including primary metrics defined by material, construction type, market sector, region, distribution channel and supplier. The study explores key issues affecting national and regional markets. Voice of Customer Survey: Understand Critical Market Success Factors Voice of Customer research captures 500 market touch points, including interviews and surveys with homeowners, builders, remodelers, retailers, dealers and distributors. The research reveals information focused on brand awareness, preferred manufacturers, material and product preferences and other important factors such as: Homeowners NEW FEATURE Usage and preference trends Brand influence Product attributes (maintenance, life-cycle costs, product performance) Information sources Others Retailers, dealers and distributors Material demand shifts Channel changes Inventory levels Brand preferences Others Builders and remodelers Product usage, competitive materials and system preferences Code adoption and impact on building practices Shifts in material needs Key influencers Preferred brands and materials Others 5

6 Principia Market Model and Forecast Tool Subscribers have access to Principia s proprietary Market Model and Forecast Tool, an interactive model that enables development of industry forecasts and demand assessments. This powerful analytical and planning tool allows users to construct their own what-if scenarios of future demand and growth to devise go-to-market strategies. The model and forecast tool includes such variable data as: Base year assumptions Forecasts of year-over-year residential construction Building permits and remodeling spending year-over-year forecasts Material share and penetration rates of residential roofing by construction type, market sector and region Inside the Principia Market Model and Forecast Tool Information from different sources is compiled and analyzed to create demand forecasts based on a wide range of scenario assumptions, including your own. Modify Your Own Forecast The Principia Market Model and Forecast Tool lets you insert your own assumptions and what-if scenarios. 6

7 Study Methodology Principia maintains a building products and construction industry database that serves as the starting point for the research. This includes our previous editions of Residential Roofing 2012, Residential Roofing 2010 and Residential & Commercial Roofing In addition, Principia relies heavily on primary research and surveys to develop the data and information for its industry studies. Using the Study Residential Roofing 2014 provides a vital baseline analysis for forecasting and business planning for current and new industry participants. Using 2013 as its launch point, the study analyzes demand drivers and trends by material, construction type, market sector, region, distribution channel and supplier, providing forecasts through It also analyzes trends in current products, new product developments and technologies, and competitive materials, helping companies anticipate customer needs, plus insights into: Up-to-date assessment on markets and products Trends in building and design Code changes and impact on material preference and use in each region Voice of Customer on major trends in product types, attributes and market conditions Identified product development needs and channel opportunities Market share review for leading producers Strategic insights into the growth segments of residential roofing Why Subscribe? The study is the essential reference for executives responsible for business planning at companies involved in or planning participation in residential roofing in North America. These include: Manufacturers of residential roofing Specialty additives / color and raw material suppliers Retailers, dealers and distributors Builders, architects Private equity firms 7

8 Subscription Information Scope The report focuses on residential roofing in North America, including the United States and Canada. Study Timing Residential Roofing 2014 launches in the fourth quarter of 2013 and is scheduled for completion in the second quarter of Principia is prepared to discuss report findings with interested parties to accommodate their specific information needs. Charter Member Subscription A limited number of charter subscriptions is available to companies that purchase the report prior to launching the research. Charter subscription benefits include a significant price discount and input into the program design and study research. The charter subscription rate is $10,000 and will expire on November 30, For more information on how to become a charter subscriber, contact Steve Van Kouteren at Non-Charter Member Subscription The non-charter member subscription price is $12,500. All subscribers to this report are offered private presentations by the Principia project team, with open discussions about the report and to address company-specific issues. The consultation is included in the subscription price. Contact Steve Van Kouteren Direct: US Fax: US

9 Residential Roofing 2014 Subscription Agreement This agreement is between Principia Consulting, LLC and (Client). Client agrees to subscribe to Residential Roofing Client agrees to maintain the report as company confidential for a period of three years from the signature date herein. Client will not reproduce in part or in whole the report by any means, will refrain from oral or written publication of any information presented in the report, and will take every precaution to prevent the disclosure of information in the report to any third party. Principia Consulting, LLC will not provide the information contained in this report, in whole or in part, to any party that is not a subscriber to the program except for limited use for marketing purposes. Charter Member: $10,000 Non-Charter Member: $12,500 Cardholder Exp. date Client agrees to subscribe to this report for $10,000 for charter members and $12,500 for non-charter members, (payable in US currency). Principia Consulting, LLC will provide an electronic copy of the report for limited distribution upon completion and after the receipt of payment. Principia Consulting, LLC will invoice Client for the full amount of the subscription fee upon official launch of the study. All invoices are due upon receipt. Client understands that if a sufficient number of charter subscribers is not obtained, the study will be canceled before the Client is invoiced. To confirm your acceptance of this proposal, please have an authorized employee sign and return a copy to Principia Consulting, LLC. Once signed by both parties, this document shall constitute a legal binding agreement between both parties. Credit card number VISA & MC Security # AMEX Security # Signature AGREED AND ACCEPTED Principia Consulting, LLC Signature Name Title Date Company Signature Name Title Date BILL TO: Name Title Company Address SHIP TO : Name Title Company Address City City State ZIP State ZIP Phone Phone 101 Lindenwood Drive Suite 225 Malvern, PA Fax: PrincipiaReports.com

10 Principia Principia helps building materials companies grow profitably by providing business insights driven from broad and deep industry research to develop strategic implementation plans. For more information on our industry reports visit, PrincipiaReports.com For information on our custom consulting services visit, PrincipiaConsulting.com London Hamilton House Mabledon Place Bloomsbury London WC1H 9BB United Kingdom Philadelphia (main office) 101 Lindenwood Drive Suite 225 Malvern, PA Main: Fax: PrincipiaReports.com Shanghai 1388 North Shaan Xi Road Putuo District Shanghai China

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