How spray foam is meeting market demands

By Dani Sheehan.

Despite economic uncertainty, evolving customer expectations and ongoing labor challenges, the spray foam industry is adapting and thriving.

In a recent episode of Roofing Road Trips®, Megan Ellsworth sat down with Will Lorenz of General Coatings Manufacturing Corp. to discuss insights on where the spray foam and roofing coatings market is headed. Three major trends emerged as defining factors for the industry moving forward: market resilience, shifting customer priorities and the increasing importance of a customer-centric approach. Here’s a closer look into each.

1 – Resilience and market trends

Despite economic uncertainty in recent years, the spray foam and roof coatings industry continues to show resilience. “It seems like we survived a little bit of the bubble of uncertainty,” Will shared, coming out of an election year. “But [2024] was a good year for us, and we’ve seen a lot of opportunities on the roof coatings side, particularly with acrylics and silicones. If you don’t have a lot of money to tear off your roof and start over, you’re certainly going to restore it with acrylics and silicones and extend the life of it.”

The demand for flexible roofing solutions has never been higher. “I think what I get an understanding with most contractors is their homeowners, their building owners that they’re working with want to see two types of options. They want to see something that’s definitely an upgrade, something that gives them a better roof circumstance than they have today, and then something that’s a bit more cost-effective,” Will explained. This shift means you are no longer just providing a high-quality installation to your customers, but you are also responsible for educating them on the value of restoration and energy-efficient alternatives like spray foam and roof coatings. The adaptability of the industry to meet these demands is a key reason why roofing remains strong even in uncertain economic times.

2 – Shifting customer expectations

The industry is noticing a change in roofing priorities now compared to past decades. In the past, building owners primarily needed protection from rain and snow. Now, the demands extend far beyond basic shelter. “You put a roof on 30 years ago, it was just, ‘I don’t want the rain coming in.  I don’t want the snow bothering me.’ Now, they want it to save energy and be environmentally responsible. They want it to perform in inclement weather for a long period of time,” Will pointed out.

This shift means that contractors and suppliers have had to change their way of thinking to stay ahead of customer expectations. Spray foam and coatings fit neatly into this evolving landscape, offering high R-value insulation, leak prevention and energy savings in a single application.  

3 – Contractor-centric approach

One of the most critical factors in the roofing industry’s continued success is the role of the contractor. As Will emphasized, “We serve them. We’re in business because they see a value in what we can provide as services or products. And then we learn more of how we can do it better, faster and more efficiently for them.”

Labor shortages remain a pressing issue, making efficiency and ease of application even more critical than before. “Labor continues to be more difficult to find, more expensive and all of us need to have solutions that don’t have 10 people on the roof, but have five people or two people on the roof and give the customer what they’re looking for as far as durability, performance and energy savings,” Will noted. Many roofing systems today require fewer workers to install while still delivering top-tier performance. Spray foam and coatings provide solutions that can be applied with smaller crews, addressing the labor challenges while maintaining quality and durability.

The takeaway

As Will emphasized, resilience, adaptability and a strong focus on contractor needs will be key to navigating the industry’s future. By staying informed, embracing flexible roofing solutions and strengthening contractor partnerships, businesses can position themselves for long-term success no matter what the landscape brings.