After a challenging year in 2025, with notably slow growth in both the home improvement and new construction markets, the forecast for roofing repairs and replacements shows signs of bouncing back to a modest degree in 2026.

Contractors and other industry professionals who work on exterior improvements are cautiously optimistic revenue growth and finding new business in the coming months.

Additionally, roofing projects are a staple project when it comes to maintaining and protecting the value of a house. Because of the necessity of durable, well-maintained roofs for the overall structural integrity and aesthetic of a building, there will always be a somewhat steady demand for products and materials required for their upkeep.

And since homeowners depend heavily on professional contractors to help with repairs and replacements—from selecting and acquiring materials to performing the actual installations—they are an essential target for roofing brands when developing and marketing their products.  

What Homeowner Trends are Impacting the Roofing Industry in 2026 and Beyond?

Understanding the current state of the residential roofing market and how homeowners approach these key improvement projects can provide critical insight to building professionals and construction materials manufacturers in regard to product development, marketing, and distribution.

Here are some of the consumer behaviors and trends surrounding roof repair and replacement projects to be aware of in 2026:

1. Roofing Purchases are Projected to Bounce Back

According to market sizing research available through the Home Improvement Research Institute (HIRI), the roofing materials and supplies market was fairly stagnant in 2025 compared to growth that took place in previous six year. However, the forecast is more positive, with a projected compound annual growth rate (CAGR) of about 5% (or 2%, when adjusted for inflation) through 2029. The data also shows that more growth is expected in the DIY homeowner market than the professional market.

The lack of growth in 2025 was due to a variety of factors, including economic uncertainty sparking a dip in home sales, inflation, and the increase in the cost of materials. These challenges have been exacerbated by skilled labor shortages and other market disruptions caused by the pandemic. However, supply chains are stabilizing, and the housing market continues to correct.

At the ground level, in the fourth quarter of 2025, 62% of exterior contractors, which includes roofing contractors, reported expecting their company’s revenue to increase, according to findings in our Farnsworth Quarterly Contractor Index. A majority are also confident in their ability to get knew business over the next six months.

2. General Wear and Tear Leads to the Most Roof Replacements

Homeowners have a variety of reasons for wanting or needing to replace their roof. A majority tackle the project simply because it’s time. Roofs have an average lifespan of about 15 to 35 years, depending on how well they’re maintained and what material they’re made of.

When roofs start failing, it can cause other problems in terms of the structural integrity of a house, and most homeowners understand that it’s important to deal with roofing issues quickly once they emerge. Waiting often leads to more severe issues. According to research from HIRI, nearly eight out of 10 homeowners cite the need to repair or maintain their house as a reason for their roof replacement project.

About two out of five homeowners also mentioned wanting to boost their property value—which can be a standalone motivation, but often coincides with reasons related to selling a house. A similar number also want to reduce ongoing maintenance.

As the housing market continues to experience short supply of available resale homes over the next several years, we anticipate the majority of roofing projects to arise for repair and maintenance needs to the benefit of the current resident, and that will drive how customers choose which materials and professionals they choose.

3. Natural Disasters are Another Primary Cause of Roofing Projects

Natural disasters also rank high when it comes to motivating factors for roof repair and replacement jobs, although it varies geographically. Unsurprisingly, this is a bigger factor in regions in the United States that are more prone to natural disasters, such as severe storms and flooding. Based on research from HIRI, about one-quarter of homeowners reported they needed to repair their roof because of a natural disaster. Our Healthy & Safe Home and Environmental & Energy Performance Attitudes report also shows that wind reinforcement on roofs and exterior walls is also regularly finished and planned by homeowners who are concerned about the safety of their property.

When a natural disaster is the cause for a project, it also influences how homeowners cover the costs. For example, research from HIRI found that insurance funds cover about 21 percent of roofing projects, compared to about 2 percent of other home improvement projects.  

4. Homeowners Rely on Personal Recommendations for Finding Contractors

When homeowners are looking for contractors to oversee a residential roofing renovation or replacement, more than a third hire a professional for the job through personal recommendations from friends, neighbors, and colleagues—which is above average in the home improvement industry. That makes recommendations the top source for finding building professionals, even more so than advertisements and other types of marketing.  

As a result, providing exemplary customer service and cultivating a good reputation that spurs positive word-of-mouth is essential for contractors. Any ways that your manufacturing can make roofing contractors that are loyal to your brand more accessible to homeowners is a good move to increase sales.

Additionally, about 8% of projects are contracted based on an insurance company recommendation, so establishing positive channel relationships and maintaining those relationships is important. 

5. Comparatively Few Roofing Projects are DIY

In other areas of home maintenance, it is somewhat common to see individuals take on tasks or contribute to various residential repairs and upgrades. In fact, only about one in five home improvement projects are entirely contracted out to professionals.

However, do-it-for-me (DIFM) labor makes up the vast majority of roof replacement projects, with very few homeowners attempting these home improvement activities on their own. In fact, about four in five of these residential jobs are handed over to contractors and professionals because they are knowledgeable about local building codes, applicable warranties, and cost-effective and long-lasting materials. They also are better equipped to ensure the installation is done properly (and safely), which is important to homeowners when they’re making a major investment like a roof replacement.

Professional roofing installations also regularly come with contractor service warranties, beyond the manufacturer’s product warranties, both of which reduce the risk of starting a roofing project for the homeowner.  

6. Homeowners Depend on Contractors to Pick Roofing Materials

Since homeowners are contracting out roof replacements at a higher rate than other home improvement projects, they also tend to have a smaller role when it comes to acquiring supplies and materials for the project.  

They still provide input on materials—especially when it comes to aesthetics—but, by and large, they entrust their paid contractors to select both functional and design materials. For example, HIRI discovered that about 77% of purchases for roofing materials and products are made by professionals involved in the project, compared to just 21% for other home improvement projects. Homeowners take care of purchasing materials and arranging deliveries for about one-fifth of roofing projects, versus nearly 70% of other improvement activities.

7. Roof Material Selections are Driven by Durability, Followed by Price and Appearance

Roofs are a crucial part of the structure, stability and safety of a home. As a result, most homeowners and contractors prioritize durability when choosing materials and products for a roofing project, significantly more so than when they’re shopping for other home improvement projects.

Homeowners in particular want some assurance that the major investment they’re making into their property is worthwhile—and for most tenured homeowners, a full roof replacement project is only a project handled a few times in an entire lifetime.

After durability, the next most important factor in the decision-making process is price, followed by appearance. However, there’s only marginal difference between these two factors, demonstrating that both are highly prioritized by homeowners looking to install a quality roof that also provides an inviting curb-appeal.

8. Eco-friendly Roofing Alternatives are on the Rise

The main material for roofing continues to be asphalt, with asphalt-saturated felt leading underlayment, followed by synthetic and self-adhering options, according to our Roofing Market Trends and Innovations report. Tile has become more popular over the past few years, while metal has been on the decline, but is still used in about one quarter of projects. As in other segments of the home improvement market, however, homeowners are increasingly on the lookout for materials and technology that improve sustainability and energy efficiency.  

A few popular green roofing solutions include solar roof panels and photovoltaic shingles; cool roofs, which are manufactured to absorb less heat and offset cooling costs for homeowners; and green, or vegetated, roof systems. For example, between 2019 and 2023, the number of homeowners who considered solar panels or shingles grew 10%. The percentage of people who considered and then installed these roofing options also has been increasing, based on data from HIRI.  

Conducting Research on Residential Roofing Trends

To equip your marketing, brand, channel and product teams with the information they need in order to launch successful campaigns, it’s important for them to know who to target, what purchase motivations to speak to, where to invest marketing dollars, and when to ramp up efforts.

That’s where custom market research into consumer behaviors can help. Regardless of your company’s goals, our team at the Farnsworth Group takes the time to understand your specific needs, leveraging decades of industry knowledge and creating customized research to guide your home improvement strategy.