Past market studies (Lavoie, 2008; Fell et al., 2006; Robichaud, 2003; Eastin et al., 2001) have shown that wood is increasingly threatened by replacement materials such as concrete, wood plastic composites and steel. It is within this context that this project sought to estimate market shares and explain material preferences of homeowners in decking, floor and wall applications. Issues of environmental performance of materials as well as influence of communication media were also addressed. Fifty (50) respondents from the top 20 metropolitan construction areas were surveyed yielding a total of one thousand respondents. The originality of this project largely lies in the fact that results can be analyzed at small-scale as opposed to the four region approach most construction data employs.
A significant proportion of North American homes (40%) have decks. Most of them are built using treated lumber (55%). Wood plastic composites, the key threat to wood products, have yet to capture 10% of the market. Yet, based on homeowners’ preferences for next deck surfacing products, wood plastic composites are in position to increase their market shares to 38%. Some cities, such as Washington, Philadelphia, Las Vegas and Denver, have anticipated market shares equal or above the 50% mark. Consequently, wood plastic products are in a position to gain ground (over treated lumber and other non-treated wood alternatives) in decks. Strength/structural integrity and durability/low maintenance are two attributes on which they perform well. Incidentally, these two attributes are also those that homeowners look for the most in decking products.
Wood floors (over basements or crawl spaces) represent the majority of floors (51%) currently built in the US. Current concrete (mainly slabs) market share stands at 37%. Attributes most sought by homeowners are strength/structural integrity, durability/low maintenance as well as lower energy bills. Despite the fact that perceptions of durability and strength remain challenges for wood floors, it appears they will acquire 10% market shares in future floors built in the US. Key assets of wood products include lower energy bills, ability to make repairs, warmth in winter and comfortable to walk/sit on. It is possible that affordability issues will stimulate the expansion of wood products in floors. This may be an indication that there are region/climate specific opportunities for wood products. Yet, it is likely that concrete floors will maintain or increase their shares in most markets of the South region (where they are mostly built) based on homebuilders’ influence on material selection.
Market shares for wood products in wall applications suggested that homeowners were generally uninterested by wall material selection. This manifested itself in potential added shares for alternative techniques such as insulated concrete forms and structural insulated panels.
One of the key outcomes of this project consists in the data collected on perceptions of environmental merit of building materials. In short:
Ø Wood’s environmental assets (green, renewable, recyclable, etc.) continue to be shadowed by concerns of regeneration/scarcity of the material.
Ø Steel is seen as being equally recyclable as wood. It is seen as a durable material.
Ø Concrete is viewed as the best material to ensure low energy costs. This is an attribute homeowners currently rate very highly.
Ø The impact of materials on greenhouse gas emissions is not a salient/tangible concept in the minds of homeowners. It is likely to gain in importance as green building standards and knowledge of environmental impact of product on a lifecycle basis develops.
Ø Energy efficiency/costs issues (more than any other environmental issue) are important for homeowners. Following structural issues (durability and strength), homeowners are giving significant consideration to energy efficiency. It is the most important complaint homeowners have about their current house. Unfortunately, wood is supplanted by concrete on the energy issue in floor applications.
Respondents were asked to identify the information sources that influence them the most in their material selection decisions. The top five communication media identified are (in order) physical examples, neighbours/friends/relatives, home center staff, TV shows/DIY network and internet/websites. The results suggest complementary promotion and communication strategies should be evaluated by the wood products industry.