The Farnsworth Group: International Roofing Expo Brand Use StudyThe Farnsworth Group: International Roofing Expo Brand Use Study
Data on and the factors influencing brand selection and brand familiarity among a range of products, including siding, windows, metal roofing, tiles, roof decks, asphalt roofing, metal roofing, underlayments and more.
November 2, 2021
Sponsored by Roofing & Exteriors
In this study, entitled “The International Roofing Expo Brand Use Study,” you’ll find data on housing starts, housing inventory, along with the factors influencing brand selection and brand familiarity among a range of products, including siding, windows, metal roofing, tiles, roof decks, asphalt roofing, metal roofing, underlayments, and other roofing related products and accessories and more.
"This research is a great benchmark for those interested in brand awareness and brand use among key categories,” said Grant Farnsworth, president, The Farnsworth Group. “It's an entry point for all manufacturers to better understand their market consideration among professionals."
Contractors—specialty (roofing, siding, windows and doors) and general—along with remodelers, architects/designers and home builders in both the residential and commercial sectors provided insight on product purchases and brand preference.
More than half of the respondents have 20+ years of experience.
The study looked at 32 different product categories and key brands within each category.
On average, pros are purchasing about 13 products regularly.
Metal roofing pieces (panels or shingles), roofing underlayments and gutters/drains were the top three products purchased by respondents.
Quality and availability are amongst the chief factors influencing brand selection—whether it's for siding, underlayments, shingles or other items.
For 30 years, the Farnsworth Group has dedicated its business to understanding consumers and professionals in specific industries.