New siding products bring solutions in a challenging market
There was a period not that long ago of scientific interest in undersea habitats for humans. Mostly constructed during the 1960s and 1970s, the experimental structures included the Conshelf I, II, and III habitats which were developed by none other than Jacques-Yves Cousteau, as well as SEALAB I and II created by the U.S. Navy, and Tektite I and II which were funded by NASA.
While each habitat had a specific mission and set of experiments to conduct, they all had to withstand extreme conditions. In the case of Conshelf III, it had to endure pressures as high as about 148 psi (14.8 psi for every 33 feet underwater). Without very specialized equipment, those pressures would crush a human. Think about how strong the wall material had to be to keep the habitat’s inhabitants safe.
Granted, siding for today’s building and renovation market does not need to meet such stringent requirements. Nonetheless, the siding segment continues to evolve to better protect our homes and the people who live within them. And while the pressures aren’t as devastating as those in deep water, there are still a variety of factors that are impacting the siding segment and what LBM dealers can expect from it in near future.
“While factors such as high mortgage rates, steep home prices and low levels of inventory are dissuading potential buyers from entering the housing market, they are simultaneously driving homeowners to invest in improving their existing properties rather than pursuing new purchases,” says Steve Booz, vice-president of marketing for Westlake Royal Building Products. “Home renovation spend has significantly increased and the remodeling outlook for 2024 is trending up. We expect homeowners to continue with their renovation plans over the next year but with a more strategic approach.”
Kim Guimond, chief administrative and marketing officer at Modern Mill, also sees optimism in the growth potential for siding. “Our optimism is driven by the opportunities we see across diversified segments (residential and commercial construction) and product innovation that is inspiring a faster conversion from wood and subpar composites to superior, greener choices,” she points out.
This isn’t to say that there aren’t concerns among industry experts. Economic uncertainties have manufacturers keeping a close eye on what the market may bring.
“With interest rates staying high and inflation still wreaking havoc with disposable income, I think 2024 will be a challenging year for the building industry,” says James Alpeter, marketing manager of siding, roofing, and stone at ProVia. “We are seeing forecasted declines in both new construction and remodel segments. Until the cost of borrowing money lowers it will be hard for the consumer to make many of these larger purchases such as a home remodel. We are optimistic that the industry will only see slight declines in spending as the Federal Reserve works to try to eliminate fears of a possible recession.”
Bold aesthetics hold sway
So while the overall opinion for siding sales is optimistic, what, exactly, are consumers purchasing? While it’s not new for 2024, the trend towards bold, darker colors still seems to hold sway over the purchase decision in regard to color. Contrasting extremes of black and white, as well as darker, bold colors with a wide profile remain as popular now as they have been for the past few years.
“The allure of darker paint for home exteriors has surged in recent years, fostering a trend towards more dramatic and eye-catching color palettes,” explains Chris “CJ” Johnson, director of product and marketing for siding at Westlake Royal Building Products. “These deeper hues not only add a sense of sophistication but also provide opportunities for creative manipulation of lighting and accents to enhance architectural charm. A high-contrasting trim against a darker siding can be used to create a more contemporary style. While the timeless appeal of light or natural-colored siding persists, 2024 sees a fusion of classic and modern aesthetics, as dark window frames and deeper-toned accents are embraced to cultivate depth and dramatic effect in residential exteriors.”
And while the farmhouse look is still very hot, variations on that theme are starting to appear and influence color choices. “There’s an emerging preference for what’s dubbed the ‘black and tan look,’” explains Amanda Hall, brand marketing manager for UFP-Edge. “Departing from the ubiquitous white and black modern farmhouse style, this trend embraces darker, moodier exteriors accentuated by the warmth of natural, light brown wood cladding.”
Hand in hand with color is siding style, and also as in the past few years, wider profiles along with board and batten siding remain hot purchase choices. “In 2023, one of the predominant trends was the adoption of board and batten siding, a style that is expected to persist in 2024,” Westlake Royal’s Johnson predicts. “Fueled in part by the enduring popularity of modern farmhouse designs, board and batten siding effortlessly combines charm with a modern edge, enabling traditional aesthetics to lean toward a more contemporary and fresh feel.”
ProVia’s Alpeter agrees. “Vertical siding has been trending over the past several years and there is no sign of it slowing down. Wider profile board and batten styles are very much in demand in both remodel and new construction.”
Material choices
When it comes to product choices, there are a myriad of options to choose from, and it can be difficult to know what is best to offer customers. Naturally, each siding manufacturer will gravitate towards the benefits of their specific material. Still, there are overarching trends in consumer product choice that LBM dealers should keep in mind as they analyze what to stock.
For example, Westlake Royal points to a rising demand for low-maintenance materials such as vinyl siding. Says the company’s Booz, “Vinyl siding remains a top choice for exterior cladding, prized for its combination of easy upkeep, resilience, design versatility and cost-
effectiveness, all of which enhance both the value and visual appeal of homes. With an array of textures, colors, and profiles available, vinyl siding stands out as the ideal solution for homeowners seeking an economical, low-maintenance option without sacrificing style.”
As well, Westlake Royal points to the increasing impact of climate change leading to severe weather conditions, thus creating a growing demand for high-performance, weather-resistant building products that require minimal maintenance or replacement. As Westlake Royal’s Johnson explains, “One category that has shown significant growth is Westlake Royal’s insulated siding segment which tends to be popular with remodelers. These products offer beautiful aesthetics, strong performance and insulating power that help reduce energy costs in the home.
In addition, more homeowners are increasingly interested in sustainable, environmentally friendly material choices. For example, wood has long been a popular siding option, and new technology is enabling it to have an increased sustainable life cycle. “Architects and builders are being asked to design more unique structures utilizing different materials and elevations,” says Alaina Trowbridge, director of enterprise business for Klaaswood. “They are asking for choices that deliver aesthetic properties but also serve strong functionality. Klaaswood Thermally Modified Wood is the segment the industry has been asking for. The concept of thermally modified wood is not new, as it’s been used in Europe for the past 40 years with great success, but the adoption is just starting in the North American Market.”
Richard Lam, president of NewTechWood America, also points to the increasing demand for eco-friendly options. “In the siding segment, builders may face challenges such as increased demand for eco-friendly materials, stricter building codes, and labor shortages,” he says. “Our product offerings address these challenges by providing durable, environmentally friendly materials that meet or exceed building regulations. Additionally, our innovative installation techniques streamline the construction process, helping builders save time and labor costs.”
Adaptability is key when providing
siding solutions
Thanks to certain market challenges with the siding segment, LBM dealers face familiar
pressures that impact meeting customer needs —first and foremost is labor restraints. Almost every manufacturer interviewed reported similar concerns regarding the workforce and how it is impacting builders and remodelers. “Crews are pushed out many months for installs of new siding in many areas of the country, ProVia’s Alpeter reports. “Even finding someone to do proper estimates and take-offs has proven difficult and time-consuming for many contractors.”
Klaaswood’s Trowbridge also sees the need for efficiency solutions for a siding market that’s plagued by a reduced workforce. “Another main challenge of the industry continues to be labor restraints and having to fill the demand gap for homes that the 2020 pandemic revealed to the industry,” she says. “To streamline production, we need to find solutions that allow for easier installation and, more specifically, easy-to-train installation.”
It’s because of these challenges that LBM dealers need to be able to quickly pivot and provide multiple options to customers. As Modern Mill’s Guimond explains, “Helping homeowners and the design community choose the right siding material can be challenging, with many factors to consider including compatibility with the local climate, maintenance requirements, and aesthetics that honor the home’s architectural style.”
Siding manufacturers also point to the need for LBM dealers to offer product that is easy to install in order to mitigate the impact of diminished labor availability.
Speaking about ProVia’s vinyl siding as an example, Alpeter says, “All of our siding profiles are designed with the installer in mind and engineered to the highest standards, greatly reducing call backs and warranty issues. For take-offs and quoting we have partnered with companies like Hover to expedite the estimating process. After taking a few photos of the home, Hover will not only provide measurements of the areas, it also provides a materials list of ProVia products including any needed trims. The homeowner can even take their own photos and the contractor gets alerted when the measurements are ready, saving hours of back and forth. In this market, time really is money.”
So what can LBM dealers generally expect with the siding segment? With a stability in aesthetics and the introduction of new materials to withstand harsh environments, LBM dealers will have more options that ever to present to their customers. New product lines that promise faster and easier installation will require dealers to sharpen their product knowledge so that they can effectively offer the solutions their customers need.
“There is a rising demand for stylish yet low-maintenance materials, both in new construction and remodeling projects. Homeowners seek beautiful materials that stand the test of time, allowing them to enjoy their homes without constant upkeep,” Westlake Royal’s Booz points out. And while that may feel as if the pressure is on, it won’t require a deep dive on the part of the LBM dealer to succeed when it comes to siding.
Bring on the heat
Compared to other siding materials, thermally modified wood is a relative newcomer. While it’s been available in Europe for decades, it’s a somewhat new player here in the U.S. Generally speaking, thermally modified wood is wood that has been modified by a controlled process of being heated in an oxygen-free atmosphere, thereby changing the chemical structure of the wood’s cells which increases its durability.
“Siding is a significant, long-term investment for homeowners, so the material selected must stand up to whatever the environment throws at it—now and for decades to come,” explains Laura Keily, head of marketing for Accoya. “Modified wood is an ideal choice as it is resistant to rot, decay, and insect damage (including termites). It can be installed vertically, horizontally, or in patterns. Because it is dimensionally stable, joints stay smooth for a tailored look. Accoya can be coated or left untreated, so it weathers naturally. It is also available in wood-colored grey from surface to core, eliminating the need for coatings. It’s a cost-effective choice for lasting performance. It’s guaranteed for 50 years above ground and 25 years in ground or fresh water.”
Alaina Trowbridge, director of enterprise business for Klaaswood, points out the sustainable benefits of thermally modified wood. “Seeking out sustainable building products that also meet energy and building code changes, along with providing cost-effective and beautiful options to more involved homeowners, becomes a challenge and balancing act for builders in 2024,” she explains. “Builders are being asked to do a lot more with less, and it requires strategic decisions in their product choices. Klaaswood Thermally Modified Wood is stepping up to give builders a functional siding product that meets their needs. It is a sustainable product choice, utilizing zero chemicals, and is made in the U.S., providing a much lower CO2 footprint for the North American market. Klaaswood provides a 20-year warranty against rot and decay, giving builders and homeowners the product functionality they need.”
As well, thermally modified wood is often an ideal choice for modern aesthetics, manufacturers point out. “Modern elevation styles are on the rise, which typically involve contemporary architectural styles that prioritize clean lines, geometric shapes, and minimalist aesthetics,” says Amanda Hall, brand marketing manager for UFP-Edge. “These designs often incorporate elements such as flat or low-sloped roofs, large windows, asymmetrical facades, and a mix of materials like concrete, steel, glass, and wood. Our Thermally Modified Wood Collection stands out in this landscape, seamlessly integrated with other materials to create a distinctly modern aesthetic when installed vertically. Whether adorning covered ceilings, entryways, or accent areas, the addition of wood instantly elevates the home, giving a sense of luxury and sophistication.”