The roof coating segment of the overall roofing industry appears to be stable and eager for an influx of demand due to several factors, including: a highly anticipated close to the storm season; tariffs of various sizes and complexities on all imported materials; and lingering workforce shortages.

Roofing contractors will rarely call for economic uncertainty, yet today’s business climate is primed with opportunities for roofers that can capitalize on the benefits coatings can provide to the marketplace. 

RC asked leaders in the roof coatings space about the state of the coatings market, the opportunities for roofing contractors, and what their companies are planning for the future. Here’s what MuleHide’s Mark Malin, national product manager, and Cameron Webb, territory manager covering parts of the West, had to say.

How would you describe the roof coatings market so far this year, and what are the prospects for a strong finish to 2025?

Mark Malin: We’ve seen increased growth in this category, and the prospects going forward are very strong. Nationwide, coatings have been one of the fastest-growing areas of low-slope roofing for years, and that shows no sign of stopping anytime soon.

Cameron Webb: The coatings market in the West has been somewhat slow compared to last year, primarily due to low rainfall and fewer storms thus far. But September and October are traditionally the busiest months for coatings and roofing in general in the West, so I expect an uptick in business to close out the year.

How are tariffs on other roofing/building materials impacting the coatings space?

MM: If the tariffs cause prices for metal, accessories and other roofing materials to increase significantly, it could make coatings an even more appealing option for building owners. Coating a roof typically costs less than reroofing, so the opportunity to restore an existing roof at a lower price tag — and delay reroofing for years - would be quite attractive.

CW: Up to this point, in the West we have not seen an impact on the cost of silicone or acrylic coatings. Acrylic pricing has remained steady, and silicone prices have actually dropped.

Is there an opportunity for coatings contractors to leverage the uncertainty in this economy?

MM: Yes. Building owners are being more cautious about making large investments to reroof their properties and are looking to maintain their existing roofs. Coating a roof typically costs less than replacing it or recovering it. It is also a less disruptive process, and the building owner gets a high-quality roof that will last for years. So, if a roof is a viable candidate for coating, it is an extremely attractive option. 

CW: Yes. Absolutely. Typically, when there is uncertainty in the market or the economy slows, building owners are more apt to entertain maintenance or restoration with coatings in lieu of a tear-off or recovering with [a] new membrane.

What are contractors asking or concerned about with coatings? 

MM: The biggest need is for training. Fluid-applied roofing offers tremendous opportunities for contractors to expand and grow their businesses, and training is the key to seizing them. 

For a contractor looking to enter the low-slope fluid-applied world, the barriers are low, but they should not jump in without first learning the basics — good low-slope roofing practices, what coatings can (and can’t do), when a roof can (or must not be) coated, how to assess a roof to ensure it’s a good candidate for coating, and how to properly apply a fluid-applied system. For experienced coatings contractors, ongoing training can help them deliver higher-quality projects more efficiently. 

Manufacturers are happy to provide this training, typically at no cost. It can happen in the manufacturer’s training centers or at a contractor’s facility. And contractors are eager to learn. Our coatings training programs are always well-attended, and the contractors are very engaged.

CW: I’ve had more than one contractor ask whether coatings can obtain a fire rating. This has been especially true following the fires in Southern California earlier this year. Coatings can’t achieve a fire rating by themselves, but they can be part of a fire-rated roof assembly. 

Are coatings safety regulations and enforcement as much of a concern as in the past? 

CW: Safety practices and protocols are continuing to change to protect contractors and building owners. Contractors work hard to adapt to new rules and regulations.

What's the message to contractors about the roof coatings market? 

MM: My message to contractors is that the coatings market continues to grow and they should not be afraid to get into it.

CW: I’ve been sharing several points with contractors. Coatings pricing remains steady. Warranties are available to match any recover application available. And coating a roof costs less than recovering or replacing it. I also tell contractors to encourage building owners to talk with their accountants and tax professionals about Section 179 of the tax code and any advantages that may be available to them should they choose coating as a maintenance or overall solution to meet their roofing needs.

Market Q&A Considerations for Contractors Getting in to Coatings Product Focus