Outdoor living continues to drive growth in decking projects.

In Depth: Decks, LBM Journal

By  / April 4, 2018

Outdoor living continues to drive growth in decking projects.

Zuri Decking

Zuri Premium Decking from Royal Building Products comes in five colors—chestnut, walnut, pecan, Brazilia, and Weathered Gray— and two board profiles, and it’s backed by a 25-year color fastness warranty.

Decks are the darling of home improvement. Thanks to a strong housing market, a growing economy, and interest rates that remain low, the decking industry is poised to experience continued growth, and homeowners are poised to take advantage by incorporating more and more deck projects into their building and remodeling plans. According to the 2017 U.S. Houzz Landscape Trends Study, the share of outdoor projects motivated by a recent home purchase increased to 33% in 2017 over last year’s rate of 25%, and 20% of homeowners surveyed indicated that they plan a deck remodel for the coming year.

A major driving factor in this growth is the continued homeowner interest in outdoor living. Homeowners and contractors are increasingly working together to create personalized, unique structures that are reflections of the outdoor living needs of their families, creating immersive, form-meets-function environments. “While decks have been a common sight in most backyards for decades, they are now taking on new meaning,” explains Juliana Rumbaugh, Marketing Communications Manager for Lonza Wood Protection. “Homeowners are embracing outdoor living and entertaining by building elaborate decks that include fireplaces, televisions and full kitchens. Building decks and outdoor structures continues to be a top remodeling project that allows for the extension of living space. Decks are built or expanded upon with the intention of extending the living space to outdoors. Families and friends gather on the deck to visit, enjoy meals together and even watch sporting events.”

Residential construction drives growth

MoistureShield

According to MoistureShield, its new Vision™ deck and trim boards create a modern variegated appearance unlike any other decking product, and the manufacturer anticipates that its new patterning technology developed for Vision decking will eventually enable homeowners, builders or designers to customize the surface of their deck boards.

Following patterns seen in the past few years, growth in the decking segment remains strong and is predicted to stay that way. According to IBISWorld’s U.S. Market Research Report on Deck and Patio Construction published this past November, over the last five years the decking industry experienced 5.4% overall growth as a whole, fueled by improving credit conditions, rising income levels and an increase in total demand for residential housing.

In the Freedonia Group’s recent Wood and Competitive Decking report, demand will reach 3.55 billion linear feet by 2020, worth an estimated $7.1 billion, with growth anticipated for both wood and non-wood decking products. The report goes on to predict that the non-wood share will continue to rise by 4.5% annually and will reach 17.9% by 2020, with wood decking forecasted to increase 1.3% annually through that same time period.

Brent Gwatney, Senior Vice President of Sales for MoistureShield Composite Decking, has high hopes for the coming year. “We’re very optimistic for the 2018 decking season,” he says. “We’ve had strong sales ever since coming off the Great Recession, and this year has many positive indicators. Builder confidence is strong, and the NAHB forecasts 4.6% growth in single-family housing starts for the year. Remodeling activity also is strong, and with the growing popularity of outdoor living, many people are looking to expand or replace their existing decks, or build a new deck.”

Manufacturers seem to agree that the single biggest growth segment in the coming year will be in residential single-family homes, both in new construction and in remodeling. “As the economy continues to strengthen, we see remodeling projects picking up,” says Juliana Rumbaugh, marketing communications manager for Lonza. “We expect an increase of about 4.5% in deck projects in residential, singlefamily homes which continues to grow faster than the other categories.”

Perhaps even more than the new residential construction market, the remodeling segment appears poised for strong growth. “In 2018, we anticipate all deck projects to grow,” says Mike Descoteaux, Marketing Manager for DuraLife Decking and Railing, “however, remodeling projects are especially popular as homeowners continue to gravitate from traditional decking products toward low-maintenance alternatives.”

DuraLife

DuraLife now offers color-matched decking board end caps for its Siesta, MVP, and Starter decking profiles. According to DuraLife, these end caps enhance the appearance of the deck perimeter and provide a more costeffective solution for deck builders than the traditional “picture framing” installation method.

Chris Camfferman, Director of Category Marketing for Deckorators, sees strong remodeling growth over the next twelve months. “We expect the decking and railing market to grow approximately 5% this year. Both new construction and remodeling will drive projects. Deck remodeling continues to be strong as homeowners see investment in the outdoor space adding real value to their homes.” Patrick Barnds, Senior Vice President for AZEK Building Products, agrees. “Single-family residential remodeling is where we expect to see most of that growth being concentrated, which is the single biggest segment of the market these days.”

This is not to say that commercial projects are flat; in fact, some manufacturers see the commercial segment as having the potential to deliver significant gains. As Jessica Hewitt, Director of Marketing for Humboldt Redwood, explains, “For businesses in the entertainment, hospitality, leisure, and sports industries, beautiful outdoors spaces with decks, shade structures, seating, and other amenities enhance the customer experience. Businesses invest in these outdoor spaces to bring in new business and keep current customers coming back.”

Read the original article here on LBM Journal

Manufacturers share highlights from International Builders Show

NADRA Vice President, Heath Bowman attended the International Builders Show alongside President, Matt Breyer & several NADRA Committee members and NADRA ambassadors.

“It was great spending time with all of the NADRA members who participated in IBS.  Each booth we visited told stories and showed excitement about growth in sales, as well as, in new products coming.  I am personally excited to have accepted the VP position as it will allow me to be part of the industry in a more hands-on capacity.” Heath Bowman

NADRA Bronze level members, Screw Products, Inc.:

Three days can be a long time to stand on a trade show floor, but this year’s International Builders Show kept a steady pace and truly brought out the “International” for those interested in Screw Products, Inc. With growing interest from South America and even genuine interest with new friends in Africa!

From the moment we left the airport en route to our hotel, we knew this years show was going to be different. Different indeed. The IBS Marketing Team really stepped up their game this year with “Welcome” signage at the airport, as well as billboards along the way to the convention center! Well Done Team IBS!

Attendees were engaged and eager to learn. While we continued to have considerable interest in our overall Fastener line, our C-Deck Composite Deck Screws and DeckLok really caught the attention of many contractors. Several of which were proud members of the Great NADRA Team! Thanks for the continued support!

With hundreds of solid leads from contractors, dealers, distributors and fellow manufacturers, we are poised for a great 2018 at Screw Products, Inc. You won’t want to miss it! In fact, I hope they add an extra day to next year’s IBS! See you in Vegas!

AZEK® Building Products, NADRA Gold Level Members: 

AZEK Building Products had a great showing at IBS with a stunning new booth, showcasing more than a dozen new products.  AZEK® and TimberTech® each released three new colors to their premium decking lines.  AZEK’s Vintage Collection® launched Coastline™, English Walnut™ and Weathered Teak™ while TimberTech added Sequoia™, Espresso and Whitewash Cedar™ to its Legacy Collection.  TimberTech also announced an upgrade to its warranty, growing from a 25-year to a 30-year limited lifetime warranty.

AZEK also ran various demonstrations, highlighting a new and expanded line of Adhesives & Accessories for cellular PVC trim and moulding. The company also released various new deck fasteners, including additional color options for TOPLoc® by AZEK and a new hand-driven option of FUSIONLoc®.

Finally, AZEK® Trim & Moulding showcased 6 new surrounds for windows and doors, providing contractors even greater architectural options to present to homeowners.

Check out AZEK’s highlight reel on their YouTube channel!

 

CAMO Fasteners, a Bronze member of NADRA had a great show at IBS.  We interacted with a lot of fabulous deck builders and demoed our CAMO products.

The International Builders’ Show is THE trade show of the year — and a great way to start 2018 says NADRA members, Feeney, Inc.! This year was especially big for Feeney, as we unveiled our new brand evolution: new logo, new booth, all new packaging, and new literature! We got great feedback from contractors, architects, retailers, and other vendors. Folks were WOWed by our new look! We also unveiled two new products:

DesignRail® Kits: a complete modular aluminum railing system

CableRail Conceal Kits: a low-profile alternative to our original CableRail Kits

Optimism was high at the show, folks were positive about the year ahead in the building and remodeling industries. We noticed more VR games and displays in booths: you could tour a model home or a sustainable quarry in Brazil, and even smash up an old water heater with a lightsaber! We had a great time touring the show, talking to folks at Therrawood (who had our CableRail on display in their booth!), Camo Deck Fasteners, Home Advisor, Houzz, Use Natural Stone, Architectural Grille, and 84 Lumber. We even did some live streaming on Facebook at our booth on Day 3. Thank you to all who stopped by!

Heather Marchand, NADRA’s National Programs and Marketing Director, walked the show visiting members.

“I so enjoyed walking the show floor and having the chance to stop and speak to as many members as my feet would allow! The IBS show is gigantic! I needed more time! It was a blast getting to sit down with so many familiar faces- and new ones. The weather was beautiful for the outdoor exhibits. Bob Heidenreich and The Deck Store crew did an outstanding job! I loved the little touches – such as the custom picnic tables. The highlight of my trip was probably the warm, welcoming running hug I received from our members at AZEK. I love my job! I loved having the chance to see our members hard work pay off at this fast-paced, packed show. You all put a lot of time & resources into coordinating booth personnel, Facebook Live events, the displays, handouts, trinkets & novelty items & so much more. It showed! Job well done, friends! Now let’s get to work building, and get folks playing outside more… one deck at a time!”  Heather Marchand

The NADRA team met with members and prospective members at IBS. As you know, it’s a HUGE space to cover, and we missed many of you! We hope to see you throughout the year at various NADRA events and shows. Please stay in touch! If you’d like to send us photos and a brief recap from your experience at the International Builders Show, please send images, links and recap to Info@NADRA.org. We will keep this blog post updated with posts from our members that exhibited at the show! 

Take a look at members we saw along the way!