You’d be forgiven if you thought roofing was a boring, stagnant segment of the LBM world. There are, however, examples from all over the world that prove otherwise, structures that use unconventional roofing materials such as glass, gold, reeds, sparkling ceramic tiles, and more to create singular statements.
For example, the Wat Rong Khun temple in Thailand uses a mix of white plaster, mirrors, and glass to form a glittering roof structure. The roof of the New York Life building in New York City is covered in 22-carat gold leaf tiles, while the Waldspirale building in Darmstadt, Germany sports a living green roof, with soil deep enough to grow trees and shrubs along with grasses and vegetables.
While residential homes are unlikely to use gold in their roofs, there are nonetheless a myriad of roofing choices and trends LBM dealers need to be aware of. And the near future of the roofing segment looks to be a busy one, say industry experts.
According to a recent report from the market research and industry consulting firm Spherical Insights, the United States roofing market was valued at $27.46 billion in 2023, with a compound annual growth rate of 4.5% from 2023 to 2033. Additionally, the market is expected to reach $42.66 billion by 2033.
Of course, the roofing industry is highly dependent on raw materials such as asphalt, metal, and tiles. These material prices can be volatile due to supply and demand imbalances, regulatory changes, and other factors such as natural disasters and geopolitical tensions. And not surprisingly, raw material price volatility can raise the prices of roofing services for consumers, resulting in decreased demand. This could stifle the growth of the U.S. roofing market.
Still, manufacturers are feeling pretty bullish about the near future of the roofing segment. “The roofing segment is poised for steady growth in 2025, driven by an increased focus on sustainable, durable, and energy-efficient materials,” says Chance Shalosky, roofing product manager for ProVia. “Homeowners and businesses are leaning toward roofing solutions with better long-term value and lower environmental impact, which is fueling demand for metal roofing. This growth is bolstered by rising raw material costs, making long-lasting options like metal more attractive when evaluated over their total lifecycle cost.”
James Cito, senior director of residential shingle marketing for GAF, also sees indications of positive growth for roofing. “In 2025, the construction industry is expected to grow by 8.5% due to the positive economic outlook and strong government spending. At GAF, we also anticipate to see this growth across our business this year,” he says.
Terry Secrest, executive vice president of manufacturing and product sales for RoyOMartin, sees a two-tiered forecast for 2025. “We see the first of the year demand being similar to the last half of 2024,” he explains. “Builders and homeowners are waiting to see how the new administration will affect the economy, inflation, housing cost, and mortgage rates. If these items go in the direction we expect, the second half of 2025 should see increased demand due to rising housing starts as there is significant pent- up demand.”
In addition, a more educated consumer is driving potential growth, says Eric Miller, vice president of sales for Westlake Royal Building Products. “Consumers are increasingly doing research on roofing products, with an emphasis being placed on severe weather resistance, product longevity and energy efficiency,” he says. “This presents an opportunity for contractors to pair their expertise with consumers who are already educated in offering higher- quality premium products. While there are some uncertainties around tariffs, insurance, and labor shortages, this educated consumer base is helping drive growth in both reroofing and new construction segments.
Durable and sustainable
When it comes to what consumers are looking for in roofing, durable, sustainable, and resilient options top the lists of growing trends. Not surprising, considering the rise of severe weather and disaster events. According to the National Oceanic and Atmospheric Administration (NOAA), the number of billion-dollar disasters in the U.S. has increased from an average of 3.3 per year in the 1980s to more than 17 per year from 2014-23. “Weather-resistant materials are gaining traction, with significant research and development underway,” Westlake Royal Building Products’ Miller points out. “We’re currently working with Tile Roof Institute as they work to conduct benchmark studies that compare metal, clay, and concrete materials against asphalt for 10 different climate conditions. Studies like this are crucial as we have noticed a greater shift in ‘home resiliency’ messaging resonating strongly with consumers.”
Says GAF’s Cito, “As many regions across the United States experience increasingly severe weather events, homeowners are seeking more durable roofing systems to help protect against turbulent winds, hail, and hurricanes. In response to this trend, metal roofing has emerged as a top choice for homeowners.”
Cito goes on to explain how sustainability is a growing trend along with increased durability. “Sustainability remains a top focus with residential construction, with traditional roofing materials evolving to meet new demands. Homeowners now see their roof as a key component in their home’s energy efficiency and environmental impact, rather than just as protection from the elements. Solar-integrated roofing systems, like GAF Energy’s Timberline Solar are leading this trend. Unlike traditional solar panels, these systems seamlessly integrate solar technology into the shingles themselves, providing both function and convenience. The GAF Energy Timberline Solar ES 2 shingle provides best-in-class solar efficiency, having the capacity to generate 57 watts per energy shingle.”
Selling more amid challenges
LBM dealers face many challenges when it comes to selling roofing products. From the aforementioned volatility of raw material costs to the wavering state of the housing market, many factors can potentially stand in the way of selling success for LBM dealers. One of the greatest issues, however, remains the ongoing labor shortage, say roofing materials manufacturers. Says Westlake Royal Building Products’ Miller, “Labor shortages continue to be an ongoing obstacle for many contractors, which in turn affects businesses’ ability to operate efficiently in addition to its impact on both the installation and manufacturing sectors.
As a result, manufacturers are taking steps to help alleviate the situation. Says ProVia’s Shalosky, “A lack of skilled labor impacts installation timelines and quality, prompting the need for systems that simplify installation, such as mechanically fastened options or modular designs.”
GAF’s Cito agrees that skilled labor has been an ongoing challenge across the roofing industry, and he points to efforts GAF is making to help ease the labor shortage burden. “At GAF, we’re working to help address this issue by developing the next generation of roofing professionals through GAF Roofing Academy, our national, tuition-free training program that teaches the basics of roofing,” he explains. “Through GAF Roofing Academy, we’ve seen how providing access to educational resources and opportunities for career growth can help attract, engage, and retain the future skilled workforce. Since 2020, more than 3,400 individuals have been trained through GAF Roofing Academy and 2,000 have been placed into jobs.”
So considering the challenges of a diminished labor force and unknown variables such as raw material costs, how can LBM dealers best position themselves to sell more roofing products? The strategies are relatively simple, say roofing industry experts.
According to ProVia’s Shalosky, LBM dealers should start by highlighting total lifecycle costs. “Show homeowners how one metal roof outlasts three asphalt shingle roofs, with significantly lower maintenance, lower insurance premiums, and higher resale value,” he says. Shalosky goes on to recommend LBM dealers provide tools for ROI analysis such as calculators that can help customers visualize cost savings over time. As well, he says, educate customers on emerging trends, emphasizing sustainability. “Promote the appeal of modern aesthetics like matte black finishes and the sustainability of metal roofing,” he says. “And with growing consumer interest in eco-friendly materials, underscore the recyclability and energy efficiency of metal roofing.”
With consumers doing more research independently, dealers have the opportunity to position themselves as important educational partners in the decision-making process, says Westlake Royal Building Products’ Miller. “Messaging that focuses more on home resiliency in tandem with durability as opposed to solely durability, tends to resonate more effectively with consumers. This knowledge can be used to sell higher-performing materials, highlighting their insurance benefits, durability and energy efficiency features.”
“Additionally, utilizing technologies like Westlake Royal’s e-commerce platform, which offers real-time inventory visibility and order adjustments, enables business scaling without significant resource addition,” Miller adds. “Dealers may emphasize quantifiable benefits from new research on energy efficiency and weather resistance when selling premium materials.”
While not as overwhelmingly eye-catching as the New York Life building or the Wat Rong Khun temple, there’s still a lot to catch the eye of the savvy LBM dealer when it comes to roofing. While factors such as labor availability, the housing market, and material costs may be out of your control, the ability to provide better service through education can set your LBM dealership apart from the competition. And that is worth its weight in 22-carat gold leaf roofing.
