While the consolidation is intended to simplify sourcing and specification, Dustin Kruger, vice president of roofing and stone for Westlake Royal Building Products' stone and roofing solutions brands, says the strategy also positions the manufacturer for where it believes tile demand is headed.

Kruger points to the Southeast, Gulf Coast and Mountain West as markets with growth potential, particularly as wildfire, hail, wind and heat put greater emphasis on resilient roofing systems.

Roofing Contractor spoke with Kruger about what the consolidation means for contractors, where the company sees opportunities for tile roofing and what could stand in the way of broader adoption

How would you characterize current demand for concrete and clay tile roofing in the U.S.?

Dustin Kruger: Demand remains steady, and it’s well supported by where the country is building. The South and West accounted for nearly 80% of new single-family starts in 2025, and those are roof tile’s strongest markets. 

We’re also seeing homeowners place more importance on how long a roof will last and how it stands up to fire, heat and wind. That shift plays directly to tile's strengths in both new construction and reroofing. 

Are concrete and clay tile gaining or losing share against asphalt shingles, metal and composite roofing?

DK: Asphalt shingles will remain the volume leader nationally, but tile has never been about competing with shingles in every market. In hot, sunny, fire-prone and hurricane-prone regions, tile continues to hold its ground because of its longevity, resilience and performance. Clay tile, for example, can last more than 100 years. 

We’re in a unique position since we don’t have to choose a side. Alongside US Tile, our roofing portfolio includes Unified Steel Metal Roofing and DaVinci Roofcapes Composite Roofing, so we can help contractors match the right material to the right home.

Which regions offer the strongest growth opportunities for tile roofing beyond its traditional markets?

DK:The Southeast beyond Florida is a significant opportunity. The South Atlantic region alone accounted for nearly a third of U.S. single-family starts last year, creating room for premium, long-lasting roofing in markets like the Carolinas and Georgia. Texas and the broader Gulf Coast are another natural fit given the wind and heat.

We also see promise in the Mountain West, particularly in wildfire- and hail-prone areas. Our clay tile is Class A fire rated, has a Class 4 impact rating for select styles and is built to resist freeze-thaw damage, which opens the door to markets that may not have considered tile before.

How are severe weather, insurance costs and changing building codes affecting demand for tile roofing?

DK : All three factors are driving increased demand for tile and other resilient roofing materials. Wildfire risk is reshaping building requirements in the West; California's updated fire hazard severity zone maps added roughly 247,000 acres to the "very high" category, and homes in those zones must meet wildfire building standards that call for Class A roofing. Colorado recently enacted new wildfire-area requirements, as well. 

Our clay tile is Class A fire rated, and our concrete tile is designed to resist fire as part of a code-compliant system. Components like our FYRATEK fire- and ember-resistant underlayment also provide an added layer of protection by helping prevent burning embers from reaching and igniting the roof deck.

In hurricane-prone markets, properly rated and installed tile is far less likely to detach during a storm. And as insurers in states like Florida look more closely at roof age, homeowners are paying closer attention to how long a roof will really last and recognizing the return on investment opportunities. A roof built to perform for decades is a compelling value.

What are contractors telling you are the biggest barriers to selling and installing more tile roofs?

DK: Skilled labor is the challenge we hear about most, and it isn't unique to tile; the entire roofing industry is short on qualified workers. Tile adds another layer because it requires trained crews who know how to handle, load and install it correctly.

Weight and upfront cost are also common considerations. Tile is roughly three times heavier than asphalt, so reroofs may require a structural check, and the initial investment is higher but leads to long-term payoff in resilience and longevity. Our role is to help contractors communicate tile's long-term value to homeowners and make the product as easy to work with as possible.

How important are domestic manufacturing and nationwide distribution in competing in today’s roofing market?

DK: They're critically important, perhaps more so than ever. Tile is heavy, so where it's made and how far it travels has a meaningful impact on cost and lead times. As the largest U.S.-based concrete and clay tile manufacturer, with made-in-the-USA products and the widest distribution in the industry, we can get tile to jobsites reliably and support contractors locally.

Domestic production also gives customers greater stability at a time when tariffs continue to create pricing and supply uncertainties across building materials.

Where do you expect the U.S. tile roofing market to be five years from now?

DK: The outlook is strong. The forces driving interest in tile, including wildfire codes, hurricane and hail resilience, insurance pressure and homeowners increasingly seeking a roof that lasts, will continue to shape the industry.

I expect tile to keep expanding beyond its traditional Southwest and Florida strongholds, with more Cool Roof and energy-focused options and more specifiers treating concrete and clay as one category. That's precisely why we brought them together under US Tile.