Take a stroll or a ride in virtually any neighborhood in the country and the popularity of today’s heavyweight premium shingles will be evident. Savvy homeowners are opting for premium shingles for appearance and style, while other knowledgeable consumers are thinking about product longevity and lifecycle costs. The following product roundup offers the details on some of the premium shingles offered by the industry’s top manufacturers.

Take a stroll or a ride in virtually any neighborhood in the country and the popularity of today’s heavyweight premium shingles will be evident. Savvy homeowners are opting for premium shingles for appearance and style, while other knowledgeable consumers are thinking about product longevity and lifecycle costs.

Neil Robinson, creative director of marketing for TAMKO Building Products Inc., said he expects the popularity of high-end asphalt and laminate shingles to result in continued growth in the market. “Overall, we expect solid growth in our premium shingle sales,” Robinson says. “Some markets across the U.S. have a greater demand for higher-end products, like our premium shingles. We will concentrate our efforts in those areas, and develop opportunities in other less established markets.”

With higher roof slopes and increased visibility of roofing products in newer homes, sales of premium shingles are expected to increase. “We expect to see continued growth as consumers become more familiar with the high-end shingle options available to them,” Robinson says. “Homeowners are focusing more attention toward exterior home improvement projects.”

While more and more consumers are exploring roofing options over the Internet and at home shows, it is the roofing contractor who is usually in the best position to educate homeowners about a product’s features and benefits.

“Clearly there is an opportunity with premium shingles; however the contractor must meet the homeowner because they are competing with others for the job,” says Rob Daenen, director of marketing for residential roofing at Owens Corning. “Homeowners know so little about their roof. It’s the contractor that takes the time to give homeowners all their options.”

Daenen said he helps contractors by educating them about the overall value proposition of premium shingles. “Clearly the contractors are key in getting our message across,” he says. “We’ve been in the market for the last 10 years. We believe our products perform very well since asphalt is the majority of the market. Slate, tile, and metal are still a small percentage of the marketplace. With premium shingles, you have the affordability of asphalt but the premium look through thickness and different cut of shingle. And an upgraded premium roof has a greater impact on the overall curb appeal.”

The following product roundup offers the details on some of the premium shingles offered by the industry’s top manufacturers. For more information on these and other roofing products, contact the manufacturer or visit
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