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
Commercial Roofing 2014
NEW REPORT FEATURES
Trend and impact analysis Architects & property owners survey
B
USINESS
A
SSESSMENT
AND
O
UTLOOK
F R O M P R I N C I P I ACommercial roofing demand in North America is entering a solid growth period. Total demand in 2013 is about six billion square feet (SF) with a factory gate value of roughly $5 billion and is expected to grow to nearly eight billion SF valued at $7 billion in 2016. A growing economy and a robust forecast for fixed investment in commercial buildings are responsible for driving the growth for both new and replacement roofing. Replacement roofing accounts for more than 70% of all commercial roofing demand, and its growth is mostly attributed to the backlog of deferred replacements that began during the economic downturn of 2008.
Single-ply membranes and liquid-applied roofing continue to be the fastest growing materials for the low-slope roofing category. TPO demand is leading single-ply materials because it is easy to install, is recyclable, has solid performance, and has a reflective surface. Liquid systems benefit from the growing demand in roof restoration. Many property owners choose liquid systems to extend building roof life, save on tear-off costs and add reflectivity. The steep slope segment in commercial roofing is dominated by asphalt shingles, but demand for metal roofing is growing. Metal roofing demand growth is being driven by aesthetics, performance, cost and environmental concerns over issues like reflectivity and recyclability.
Green concerns influence a significant segment of the current market and fall largely into two categories: energy efficiency and sustainability. A heated energy efficiency debate in the northern climates centers on the cost benefit of white versus black roofing. The choice, based broadly on climate zone, should be relatively straightforward for architects and engineers, but the material decision process is complicated by contractor and property owner influence, cost, available material, corporate pressure and product popularity. Commercial roofing is also providing a growing platform for alternative energy systems like solar panels. Many building owners see value in zero-energy buildings and are installing vegetative or photovoltaic systems on their roofing. While these systems are compelling choices, the roofing materials require additional durability to accommodate frequent maintenance and additional traffic.
Commercial Roofing 2014
Property owners are also demanding tighter recycling requirements for roofing materials, which include thermoplastics, EPDM rubber and insulation. These owners are showing increased interest in thicker membranes for single-ply roofing systems. While weighing total costs, savvy owners are using life-cycle costs to justify use of thicker membrane roofing.
Commercial 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.
About the Program
Commercial 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 200 value chain participants.
4
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 commercial 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: • Category
• Material • Building type • Construction type
• Region (according to U.S. Census Bureau regions and Canada)
• Distribution channel ■ Trend and impact analysis
• 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 • Architects and property owners • Contractors
• Retailers, dealers, distributors and wholesalers
• Implications for suppliers
■ Trend analysis and segmented year-over-year forecast demand to 2016
• Key demand drivers
• Projected changes in demand by: - Category
- Material - Building type - Construction type - 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 commercial roofing
■ Impact of code changes
■ Changing customer requirements ■ Opportunities for alternative distribution
models
■ Challenges for industry success
In Focus
Material
■ Asphalt-based systems • BUR (built-up roofing) • Modified bitumen - SBS (styrene butadiene styrene) - APP (atactic polypropylene) • Shingles ■ Liquid applied ■ Metal • Standing seam • Exposed fasteners ■ Single-Ply • EPDM (ethylene-propylene-diene monomer) • TPO (thermoplastic polyolefin) • PVC (polyvinyl chlorine) ■ Liquid applied ■ Metal
■ SPF (spray polyurethane foam)
■ Tile
■ Others Building Type
■ Education
■ General commercial
■ Housing and lodging
■ Government
■ Industrial
■ Retail
■ Warehousing and storage
■ Others
Construction Type
■ New
■ Repair, remodel and replacement
Category
■ Low slope
■ Steep slope
■ Architects and property owners
• Points of influence for efficient selling • Key factors that influence material
selection
• Usage and preference trends
• Brand awareness and its influence on specifying
• Influential information sources • Preferred sales approach from manu
facturers and channel partners ■ Contractors
• 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
■ Retailers, dealers and distributors • Material demand shifts • Channel changes • Inventory levels • Brand preferences • Others
Subscription Features
Commercial Roofing 2014 is the indispensable tool for decision makers, offering a definitive 360-degree view of the industry including primary metrics defined by category, material, building type, 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 200 market touch points, including interviews and surveys with architects, property owners, contractors, retailers, dealers and distributors. The research reveals information focused on brand awareness, preferred manufacturers, material and product preferences and other important factors such as:
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 commercial construction
■ Building permits and remodeling spending year-over-year forecasts
■ Material share and penetration rates of commercial roofing by material, building type, construction type 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.
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 Commercial Roofing 2012, Barriers and Wraps 2011 and Residential & Commercial Roofing 2008. In addition, Principia relies heavily on primary research and surveys to develop the data and information for its industry studies.
Using the Study
Commercial 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, distribution channel, supplier and region, providing forecasts through 2016. 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 commercial roofing
Why Subscribe?
The study is the essential reference for executives responsible for business planning at companies involved in or planning participation in commercial roofing in North America. These include:
■ Manufacturers of commercial roofing
■ Specialty additives / color and raw material suppliers ■ Retailers, dealers and distributors
8
Contact
Steve Van Kouteren
Direct: US +1-610-400-1073
E-mail: SteveVK@PrincipiaConsulting.com
Fax: US +1-484-252-2118
Subscription Information
Scope
The report focuses on commercial roofing in North America, including the United States and Canada.
Study Timing
Commercial Roofing 2014 launches in the fourth quarter of 2013 and is scheduled for completion in the second quarter of 2014. 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 $12,500 and will expire on November 30, 2013. For more information on how to become a charter subscriber, contact Steve Van Kouteren at 1-610-400-1073.
Non-Charter Member Subscription
The non-charter member subscription price is $15,000.
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.
Subscription Agreement
Client agrees to subscribe to Commercial Roofing 2014. Client agrees to maintain the report as company confidential for a period of three years from the signature date here-in. 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.
Client agrees to subscribe to this report for $12,500 for charter members and $15,000 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 docu-ment shall constitute a legal binding agreedocu-ment between both parties.
BILL TO: Name Title Company Address City SHIP TO : Name Title Company Address City AGREED AND ACCEPTED
Principia Consulting, LLC Signature Name Title Date Company Signature Name Title Date E-mail
This agreement is between Principia Consulting, LLC and ___________________________________________ (Client).
Commercial Roofing 2014
Exp. date Cardholder
Credit card number
Signature
❑ ❑ ❑
VISA & MC Security # AMEX Security # ❑Charter Member: $12,500
Philadelphia (main office) 101 Lindenwood Drive Suite 225 Malvern, PA 19355 Main: 610-363-7815 Fax: 484-252-2118 PrincipiaReports.com E-mail: Info@PrincipiaConsulting.com Shanghai
1388 North Shaan Xi Road Putuo District Shanghai 200060 China 86 21 61498214 London Hamilton House Mabledon Place Bloomsbury London WC1H 9BB United Kingdom 44 0207 953 0375
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
