CertainTeed’s 2024 U.S. Industry Trend Report

Key trends include the importance of sustainability among generations, home upgrades for a stronger ROI, solar innovation investments, and emerging exterior color palettes for enhanced curb appeal. The report also includes professional insight from industry leading contractors Josh Temple, Joe Christensen, and Tyler Grace on what’s in and what’s out in homeowner construction priorities.  

A sneak peek at some of the new and rising trends revealed in the report:

• Behind the Renovation – Priorities from the Inside, Out: When it comes to top priorities when renovating, 72% of professionals and 67% of consumers surveyed agreed roofing tops the list, followed by insulation and siding, as well as products that are durable and built to last. Notably, Millennials surveyed are far more likely to prioritize factors others do not, such as increased comfort, ease of installation, and sustainability of manufactured materials.
• Prioritizing Upgrades for a Stronger ROI:  Home updates that are top of mind for consumers when it comes to increasing the ROI of their home are roofing (34%), solar roofing systems (21%), building insulation (20%), siding (14%) and exterior trim (10%).
• The Art of Curb Appeal: With only 38% of homeowners surveyed reporting they are “very satisfied” with the current curb appeal of their home, many will prioritize upgrades to fall in love again with their existing homes.
• Design Inspiration by Generation: Millennials in this survey are more drawn to Modern Farmhouse style, while Gen X and Boomers favor the Classic Traditional style. In terms of drawing inspiration for upgrades, Millennial respondents turn to social media platforms — Facebook (54%), Instagram (50%) and Pinterest (43%) — as well as manufacturer/contractor sources.
• Building for Extreme Weather: While priorities vary regionally, when selecting building materials with extreme weather in mind, durability is top of mind for both consumers (58%) and professionals (58%).
• Building for Wellness Where it Matters Most: Now more than ever, it must stand up to tremendous environmental pressures. Nearly 6 out of 10 surveyed residential builders and contractors agree that their home contributes to their health and well-being, while nearly half of consumers agree.  
• Embracing Sustainability – For Today and Tomorrow: When considering a brand of building materials, 54% of professionals and 40% of consumers agree sustainability is an important quality. Sustainability has influence over purchase decisions for residential builders and contractors, with 49% prefering to buy to buy from companies that sell sustainable products.
• The Future is Solar: While those surveyed identify similar benefits and barriers, 47% of residential builders and contractors are very likely to consider solar roofing systems, compared to only 27% of consumers. The data varies regionally as well, with consumers surveyed in the South (37%) and West (30%) more likely to consider solar roofing than those in the Midwest (24%) and Northeast (14%).