International Roofing Expo 2026: Key Roofing Market Takeaways

By Lilli Tillman Smith, Roofing Industry Analyst

The biggest takeaway from attending the International Roofing Expo 2026 in Las Vegas was not a single product or announcement, but a noticeable shift in mindset. This year’s show felt less promotional and more practical. The industry appears to be settling into a more balanced phase, focused on execution, efficiency, and long-term positioning rather than headline growth.

Data Took Center Stage

One of the more noticeable changes from past IREs was how often discussions were anchored in data rather than anecdotes. Several sessions leaned on contractor surveys, market indicators, and real-world performance metrics to frame expectations for the year ahead. Topics like volume outlooks, pricing discipline, labor availability, and backlog visibility were discussed with a level of specificity that felt intentional.

That data-first approach helped keep expectations in check. It reinforced the idea that the market is stabilizing, not accelerating, and that success in 2026 will likely depend more on disciplined execution than opportunistic growth. For an industry that has historically relied heavily on experience and intuition, this felt like a meaningful shift.

A More Measured Market Outlook

Conversations across the show floor pointed to cautious optimism. Most contractors expect steady demand in 2026, but few are planning for dramatic volume increases. Pricing pressure, labor availability, and project selectivity remain top concerns. That tone suggests the market is normalizing after several volatile years, not weakening, but clearly becoming more disciplined.

Commercial roofing, particularly single-ply systems, continues to benefit from institutional, infrastructure, and data-center related work. Residential discussions were more mixed, with contractors focused on managing margins and controlling costs rather than chasing volume.

Innovation With a Purpose

Innovation was visible throughout IRE, but it leaned heavily toward practical improvements. Manufacturers emphasized labor-saving designs, installation efficiency, system compatibility, and freight optimization rather than breakthrough materials. These incremental changes reflect what contractors are actually asking for in today’s environment.

Just as important, innovation is no longer limited to products. Software platforms, workflow tools, estimating systems, and back-office support drew strong interest. Contractors are clearly investing in operational improvements to protect margins and scale more efficiently with limited labor.

Workforce Conversations Are Maturing

Labor remains a challenge, but the conversation has evolved. Instead of simply acknowledging shortages, sessions focused on retention, training, and leadership development. Engagement with Latino contractors and workers stood out as a meaningful priority, supported by bilingual education and targeted networking. This was less symbolic and more reflective of where the workforce is headed.

Competition Without Disruption

While competition remains intense, there was little talk of near-term disruption. Roofing continues to reward execution, technical expertise, and relationships. Established manufacturers emphasized performance, reliability, and system integrity rather than aggressive expansion, suggesting confidence in steady demand rather than fear of upheaval.

Roofing Thinking Beyond the Roof

A quieter but important theme was the growing interest in broader building-envelope solutions. Contractors are increasingly looking at insulation, waterproofing, and other exterior categories to increase project value and improve returns. Manufacturers are responding by positioning themselves as partners in building performance, not just roofing suppliers.

Final Thoughts

IRE 2026 felt grounded and realistic. The industry is not chasing hype. It is refining processes, investing in people, and prioritizing practical innovation. Growth remains, but it is targeted. For an industry often defined by cycles, this year’s show reflected a more strategic, measured approach to the years ahead.Brand loyalty has been a longstanding cornerstone of the building materials industry, with contractors often sticking to the brands they trust. However, recent survey data suggests a significant shift in the dynamic of brand loyalty.