Closing the Gap
That price gap has begun to close due to manufacturers looking at new ways to fill that niche. “We’re working to minimize the gap between pressure-treated wood and composites so more people can afford low-maintenance composites,” says Fiberon’s Kello. “We want composites to be available to all homeowners. We think composites are becoming mainstream as a typical outdoor building product, and we have been working hard to develop technology to offer lower-cost options. It’s a huge challenge, but we’re constantly working at it, and we take it seriously.”
 MoistureShield has introduced a rebate program of 4% on stocking orders through November 30. The rebate adds to existing programs, including the Go Green Dealer Program, a counter spiff with rebates based on lineal footage quantities per job. Eight units of both the Pro decking line (shown) and the Vantage Collection must be stocked to qualify. |
“Composites are becoming more competitive with hardwoods at the upper end,” notes MoistureShield’s Gwatney. “But as lumber prices go up with the economy, composites become more competitive.”
Chris Camfferman, director of product management and merchandising at Deckorators, agrees. “We’re seeing the lower end of the capped-composite market pushing down to compete for customers who are on the fence about choosing a wood product and might consider making the jump to composites.” That’s not hurting the high end, he adds. “The high end continues to grow because customers expect to pay a premium when they’re looking at composite products, and it can be easier to upsell them to something higher quality that they truly want.”
Manufacturers also are filling this gap with alternative products. “We offer a niche between wood and composite options,” says Tom Taylor, director of customer relations at Allura, which makes fiber-cement deck boards. “Our price point is higher than pressure-treated wood but lower than composites or tropical hardwood decking.” The product also offers many of the benefits of composites, including pest resistance, low maintenance and realistic wood grains, he says.
Other sustainable products also are gaining attention. Green Bay Decking, for instance, offers a composite formulation of virgin plastic and other raw materials, including minerals and non-wood additives. “Our board doesn’t absorb a great deal of moisture, which others do. That can have an effect on the long-term performance in certain climates,” explains David Elenbaum, vice president of sales and marketing.
TruGrain Decking offers a bio-based product made with rice husks, mineral oil and rock salts, which makes them highly sustainable but durable, according to Jocelyn A. Durant, product marketing manager. “Consumers are looking for durability and reduced maintenance and care, but they don’t want to sacrifice the warmth, look and feel of wood.”
 Ecolife Stabilized Weather-Resistant Wood from Viance LLC is said to be fully protected against termite attack and decay. The proprietary treatment also stabilizes the wood structure and reduces bending, twisting or warping that can affect many other treated wood products. It also saves dealers money by reducing inventory losses due to culls. |
