Taking the pulse of the roof coatings market in 2020 means evaluating circumstances before and after the COVID-19 pandemic struck North America. Roofing contractors already in the space spoke of backlogs and the need for seasoned workers; those on the verge of entering the market nudged closer to taking the leap. As it did in several other industries, the pandemic — and ensuing economic crisis — had a way of speeding up critical decisions in roofing.

For contractors, that meant re-evaluating their current operating procedures to be more technologically savvy, engaging with customers, and being conscious of health and safety concerns. For many it also sparked the urgency to broaden and even change business models.