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f T S roofing demand is forecast to lL,/ grow nearly 2Vo a year through 2Ol2 to 280 million squares, valued at over $15 billion, according to a new forecast by Freedonia Group.

Gains will be sparked by an expected improvement in new resi- dential construction, following the sharp slowdown that began in 2006. As housing construction recovers through 2012, demand for roofing is projected to surge.

Although the biggest growth is expected in new roofing applications,

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A new campaign sponsored by the Tile Roofing Institute highlights the environmental benefits of using concrete and clay tile roofs, which can save energy and earn LEED credits.

"This campaign is about being smarter, stronger and cooler," said TRI spokesperson Jeanne Sheehy. "Tile roofing has always had a environmentally fiiendly story, and we believe this is a great partnership for us. Green is here to stay."

She added that the campaign establishes TRI as the singlesource authority for information on tile roofing's green benefits, including life-cycle cost, recycling, reflectivity, and sustainability. Another benefit is that tile roofing is very durable and can wi&stand harsh weather conditions, including high winds, snow and ice buildup, hail and earthquakes.

"Another part of our story is what we're doing with the solarpanel industry," said Sheehy. "We've worked with solar-panel providers who are building solar panels right into tile. It's flat, you can't see the solar panels at all, and it's very subtle."

Components of the campaign will include an informative brochure, articles in building and home improvement publications, a "Go Green" section on TRI's website (www.tileroofing.org), and technical experts who will speak at green-building conferences.

U.S. Roofing Demand (256 million

squares in 2007)

Asphalt shingles

58%

Bituminous low-slope roofing 13olo

Metalroofing

Elastomeric roofing

8%

7o/o

All other roofing materials 141o the majority of demand will continue to come from reroofing applications. In2007, reroofing accounted for more than three-quarters of total roofing demand.

Product-wise, roofing tile and plastic roofing will lead the gains through 2012.Demand for roofing tile will be driven by the recovery of the residential market, especially in the South and West, where roofing tile demand is greatest. Demand for plastic roofing (for example, PVC, thermoplastic polyolefin, and spray polyurethane foam), which is typically used in nonresidential construction. will increase as plastic materials supplant more traditional bituminous low-slope roofing products.

Asphalt shingles are projected to remain the most popular roofing product, accounting for nearly two-thirds of new roofing demand, owing to their dominant position in the large residential market. They should accelerate markedly through 2Ol2 as the residential market recovers.

The West is expected to provide the best prospects for roofing demand through 2O12. The West has experienced one of the sharpest declines in housing construction, enabling the biggest gains in a recovery. Growth will be led by the Mountain subregion, which is expected to outpace the average in terms of growth in population and economic output.