Roofing Market Opportunities

Posted on 3/27/2020 9:11:04 AM By Paul Bertram

Continuing the discussion regarding the ASC Growth Program, this blog will address trending opportunities in the roofing industry and current market impacts.

First, I would like to address a recent article from Construction Drive regarding the Coronavirus. Richard Branch, chief economist for Dodge Data & Analytics, reported that the American construction industry will not be immune to the coronavirus’ impact. For commercial builders that rely on Chinese-made goods or materials, this could mean higher material costs and potentially slower project completions.

I speculate that US adhesive and sealant manufacturing operations, that do not relay on offshore supply chains, will likely not see negative impacts due to the coronavirus.

Coronavirus impact to skilled labor shortages would be another factor with some recommending paid sick leave related to the coronavirus to keep workers if impacted.

Leaders of global construction firms AECOM, Fluor and Lendlease all noted little to no impact as of yet in recent earnings calls.

ASC’s “Grow the Vertical “ ‘Voice of the Customer Research’,

The Roofing Market, per the report, is expected to continue strong growth regardless of market dynamics driven primarily by a strong reroofing market.” In this report, Roofing represents the largest investment of $106 Billion.

Several of the Report’s noted areas of potential growth include:

  • Fully Adhered Liquid Applied Systems (replacing or working in harmony with mechanical applied systems.)
  • Fluid applied air barriers as a solution to meet air barrier requirements in the Building Codes
  • Adhesives and sealants applied as either replacements for mechanical fasteners or as a redundancy in the system to reduce risk of water intrusion or extreme winds.
  • Lower-VOC materials are being used more frequently due to state regulations, employee protection measures and specifications of building owners (hospitals, universities, government buildings)
  • Increases in metal roofs especially in the re-roof market is an increasing opportunity for adhesives and sealants
    • New and improved special wet-surface adhesives for emergency all weather repair to metal roofs is an example of focus on that market.
  • Technology changes
    • Spray applied rubber adhesives
    • Liquid applied coating spreaders
  • The report also identified potential benefits in collaboration with related Associations
  • Focus on Resilience related to extreme weather events and seismic movement of roof joints is a critical area of focus for function performance for adhesives and sealants.


Other Market Trends, beyond the report, include:

  • Government regulations and trends
  • Increases in Off-Site Modular Construction and development of ICC Off-Site Modular Construction building codes
  • Retrofit market for low and high-rise low-income multifamily housing
    • Most roofing retrofit programs are upgrading insulation and airtightness for optimal energy efficiency and marrying new exterior cladding.

    In some Off-Site Modular and unitized modules, automation of sealants and adhesives is being implemented for more efficient application.

  • Other potential partnering Associations
  • Alternative design/construction delivery methods

    Effective communication and collaboration on the job site has become critical in relationship to faulty construction claims and related liability.

    Use of remote viewing, live video streaming on the job site, image comparison markup and automated as-build documentation is being implemented by leading edge firms to reduce RISK.

  • Deficiencies in the skilled Labor Pool is impacting adhesives and sealants contractors. There is higher demand for less labor-intensive roofing systems and related adhesives and sealants to offset labor shortages and the resulting skillset.


  • ASTM and other testing approval requirements
    These updates impact maintaining up to date adhesive and sealants specifications and technical data sheets. The updates also need to be communicated through education programs to specifiers to include in the project specifications.

In closing, the Report also addressed perceived challenges

  • Effective Lifespans of “greener” water - based products. System designers should consider Lifecycle costing analysis of adhesives and sealants is recommended related to systems.
  • Accelerated curing time for LOW VOC products is needed
  • Project construction timelines do not typically operate around humidity levels that are recommend for proper adhesive/sealant application.

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