CertainTeed, a Sant-Gobain property, unveiled its U.S. Industry Trend Report on Wednesday at the International Builders' Show in Las Vegas, partnering with the market research firm Ipsos to survey industry professionals and homeowners nationwide on construction priorities.

The report comprises data from a survey completed by 702 U.S. adults ages 25 and older, the company said in a Feb. 27 news release.  Of the respondents, 201 were residential builders and contractors; 501 prospective home buyers and homeowners who made home renovations within the past five years — or intend to do so in the next 12-24 months.

"We're so pleased to be able to share our 2024 U.S. Industry Trend Report, which offers consumers and professionals direct access to valuable insights that are shaping the home building and renovation industry today," said Mark Rayfield, CEO, CertainTeed LLC and Saint-Gobain North America.

"At CertainTeed, we are on the cutting edge of transforming how the industry builds by focusing on offering dependable, sustainable and innovative solutions,” Rayfield added. “By better understanding the priorities and needs of our customers, we will increasingly be able to deliver products that outperform expectations over time."

The report provides a look into upcoming home building and renovation trends; findings include:

Building for Extreme Weather

Most surveyed homeowners (70%) and professionals (86%) have noticed a change in the past two years, with fewer than half (48%) of these consumers who have noticed weather changes feeling very confident in their home's ability to endure 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

Of those surveyed, nearly 6 out of 10 residential builders and contractors, and roughly half of consumers, agree their home contributes to their health and well-being.

Consumers view products using non-toxic materials as a priority when renovating or building their home's exterior at 40%, along with 46% of professionals.

Behind the Renovation – Priorities from the Inside, Out

Regarding top renovating priorities, 72% of professionals and 67% of consumers agreed roofing tops the list, followed by insulation and siding, as well as durable products built to last. Millennials surveyed are more likely to prioritize increased comfort, ease of installation, and sustainability of manufactured materials.

Prioritizing Upgrades for a Stronger ROI

Surveyed consumers and trade professionals agreed that building insulation, roofing, and siding have the greatest perceived return on investment. Home updates that are top of mind for consumers when it comes to increasing the return on investment of their home are roofing (34%), solar roofing systems (21%), building insulation (20%), siding (14%) and exterior trim (10%).

Elevations and Curb Appeal

Only 38% of homeowners surveyed reported they are "very satisfied" with the current curb appeal of their home.

As far as exterior colors, consumers most favored light gray (30%), hues “Inspired by nature” (27%), warm hues and the return of brown (23%), and neutrals on neutrals (22%).

Millennials were more drawn to the “Modern Farmhouse” look, while Gen X and Boomers favored “Classic Traditional” style.

Embracing Sustainability

CertainTeed found that Millennials are a driving force for a sustainable future and are more likely to view sustainability factors as high priorities than older respondents (44% of Millennials compared to 28% of Gen X and 19% of Boomers).

When considering a brand of building materials, 54% of professionals and 40% of consumers agree sustainability is an important quality.

Sustainability influences purchase decisions for residential builders and contractors, with 49% preferring to buy from companies that sell sustainable products.

The Future is Solar

According to consumers in the survey, energy cost saving is the top perceived benefit. However, the top barriers to solar roofing include concerns about system durability in extreme weather, up-front costs, and maintenance/cleaning requirements.

While respondents 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%).

View the full report HERE.