Asphalt roofs have been predominantly used for over a hundred years. An overwhelming majority of residential roofs in the U.S. are asphalt, representing over 85% of annual roofing demand by volume in 2021. A high propensity exists to replace asphalt with asphalt given its longstanding use and familiarity. Just over 90% of homeowners in recent Principia research1 indicated that they replaced an existing asphalt roof with a new asphalt roof.

Asphalt vs. Metal

Two-thirds of homeowners in Principia’s research who bought a metal roof switched to metal from asphalt. Conversely, homeowners almost never replace a metal roof with asphalt. All homeowners that previously had metal, replaced metal with metal. Bottom line: homeowners are converting from asphalt to metal and are seeming to not look back. Principia’s syndicated data product DemandBuilder® Roofing forecasts a conversion from asphalt to metal will increase metal’s share of the residential roofing market by nearly 1% by volume between 2020 and 2023.

Benefits of Metal
Many of the purchase decision drivers for asphalt and metal are the same. Both homeowner buyer groups name performance, warranty, and aesthetics for the top three spots. While the fundamental purpose of roofing is to keep the elements from entering the home, the benefits of metal include longevity, durability, energy efficiency, and environmental sustainability. Metal roofing is also available in a wide variety of colors and profiles (standing seam, specialty panels, corrugated, and low slope) which allows for a more differentiated look on the home.

Contact Principia Consulting to learn more about roofing trends and Voice of Customer insights related to roofing.


1 Principia Voice of Customer surveys and Principia BuilderSeries® Roofing