The U.S. residential construction market was $363 billion in 2008, down 41% from its high of $620 billion in 2006. The home renovations market was $188 billion in 2008, down 18% percent from 2007. But SBI estimates that the home energy efficiency renovations market in the U.S. was $21 billion in 2008; down only 13% percent from 2007’s $24 billion.

Remodeling to improve a home’s energy efficiency instead of buying a new home has become a preferred option in today’s market. In fact, the National Association of Home Builders found that 32% of home builders also provided remodeling services in 2008. Homeowners are still seeing the benefits of improving their home’s energy efficiency even in the economic instability of 2009. With energy consciousness shooting to the forefront of the media during the 2008 oil price peak, the Propane Education & Research Council has found 80% of homeowners are now concerned about the energy efficiency of their homes.

Home builders and remodelers have been quick to provide remodeling services that are focused on energy conservation and green building practices; as an example, 85% of remodelers surveyed by the National Association of Home Builders in 2008 used energy-efficient windows on the majority of their projects. Retailers and manufacturers of building projects, residential builders and remodelers, and even state and federal organizations now have to be able to provide knowledgeable energy conservation expertise to succeed in their business.

Home energy efficiency analysis now uses a ‘whole building’ approach, affecting all categories of building materials, from windows and doors to insulation to completely eliminating air leaks. To fully embrace this view, this report looks at the impact energy-efficient building products are having on the renovations market in a number of categories:

• Part I explores the market for energy-efficient doors and windows, caulking and weather stripping, and insulation used in home renovation projects.
• Part II examines the energy-efficient appliance and lighting markets for home remodeling.
• Part III looks at energy-efficient heating and cooling systems and the growing trend of energy-efficient roof renovations.

Report data were obtained from government sources, including the U.S. Department of Commerce, U.S. Census Bureau, U.S. Department of Housing and Urban Development and ENERGY STAR; trade associations such as the National Association of Home Builders (NAHB), and the National Association of the Remodeling Industry (NARI); research organizations such as the American Council for an Energy-Efficient Economy (ACEEE) and Harvard University’s Joint Center for Housing Studies (JCHS); websites of home improvement contractors, manufacturers and dealers, industry analysts and print and online business and trade journals.

Consumer demographics and spending trends derive from data compiled by Simmons Market Research Bureau, New York, NY. Trends and recent developments in the industry come directly from personal interviews with key players in manufacturing and sales of energy-efficient building products and discussions with knowledgeable insiders of associations such as the National Association of Home Builders.

What You’ll Get in This Report

Energy-Efficient Home Renovations Market, Part I: Windows, Doors & Insulation provides a concise, focused look on the world of whole home energy-efficient renovations as it exists today, and shows where the market is moving towards in the next five years. The report highlights key players in the industry and pinpoints ways current and prospective competitors can capitalize on recent trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Energy-Efficient Home Renovations Market, Part I: Windows, Doors & Insulation offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You’ll Benefit from this Report

If your company is already doing business in green home renovations or remodeling specializing in energy efficiency, or is considering making the leap, you will find this report invaluable as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for all aspects of energy-efficient renovations, as well as projected markets and trends through 2013.

This report will help:

• Marketing managers identify market opportunities and develop targeted promotion plans for homeowners looking to renovate to reduce their utility costs.
• Research and development professionals stay on top of competitor initiatives and explore demand for current energy efficiency remodeling trends and new emerging energy-efficient construction products.
• Advertising agencies working with clients in the banking, retail and construction industries develop messages and images that compel homeowners to migrate towards energy-efficient products when considering home renovations.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1: Executive Summary

Scope of This Report

Methodology

The Market

The U.S. Energy-Efficient Home Renovations Market

Figure 1-1: Energy-Efficient Residential Renovations Market, 2003-2008 (in billion $)

Energy-Efficient Product Segments for the Renovations Market

Forecast

Figure 1-2: Residential Energy-Efficient Renovations Market Forecast, 2009-2013 (in billion $)

Figure 1-3: Residential Energy-Efficient Renovations Market Segments Forecast, 2009-2013 (in billion $)

Measuring Energy Efficiency

Prescriptive Energy Efficiency Programs

Home Energy Efficiency Auditing for Renovations

Home Performance Programs

Financial Programs

State Energy Efficiency Renovation Incentives

Government Assistance Programs

Financial Benefits of Energy-Efficient Home Renovations

Figure 1-4: Breakdown of Residential Energy Usage, 2006 (percent)

Trends

Figure 1-5: NAHB Remodeling Market Index & JCHS Leading Indicator for Remodeling Activity, 2002-2009

Value of Remodeling Projects has gone down

Consumers Want More Green!

Fenestration Remodeling Trends

Insulation & Air Sealing Remodeling Trends

DIY and Pro

Figure 1-6: Frequency of Energy Efficiency Products Commonly Installed by Remodelers, 2001-2008 (percent)

Remodeling Industry Suffers from Unprofessional Image

The Future for Energy Efficiency Remodelers

DIY Versus Pro by Product Segment

Demographics

Renovation Product Segment Demographics

Manufacturers & Retailers

Window & Door Manufacturers

Insulation, Caulking & Weather Stripping Manufacturers

Retailers

Chapter 2: The Market

Scope of This Report

Methodology

A Note on the American Housing Survey

Defining Energy-Efficient

Energy-Efficient Windows & Doors

Insulation, Caulking & Weather Stripping

The Residential Construction Industry

The U.S. Housing Construction Market

Figure 2-1: Residential Construction Value Put in Place, 2002-2008 (in billion $)

The U.S. Home Renovations Market

Figure 2-2: Residential Renovations Market, 2001-2008 (in billion $)

The U.S. Energy-Efficient Home Renovations Market

Figure 2-3: Energy-Efficient Residential Renovations Market, 2003-2008 (in billion $)

The U.S. Window and Door Market

Table 2-1: U.S. Shipments of Windows and Doors, 2002-2008 (in billion $)

The U.S. Window & Door Renovations Market

Table 2-2: Residential Prime Window Renovation Sales, 2002-2008 (in million units)

The Energy-Efficient Window & Door Renovations Market

Figure 2-4: Residential Energy-Efficient Window & Door Renovations Market, 2001-2008 (in billion $)

The U.S. Insulation & Caulking Market

Table 2-3: U.S. Shipments of Insulation & Caulking, 2002-2008 (in billion $)

The Residential Renovations Insulation & Weatherization Market

Figure 2-5: Residential Insulation, Caulking & Weather Stripping Renovations Market, 2001-2008 (in billion $)

Figure 2-6: Residential Weather Stripping Renovations Market, 2005-2008 (in million $)

Imports & Exports of Windows & Doors

Table 2-4: U.S. Imports & Exports of Windows & Doors, 2002-2008 (in million $)

Figure 2-7: Breakdown of Canadian Window & Door Imports to the U.S., 2008 (percent)

Imports & Exports of Insulation & Caulking

Table 2-5: U.S. Imports & Exports of Mineral Wool Insulation & Caulking, 2002-2008 (in million $)

Forecast

Figure 2-8: Residential Energy-Efficient Renovations Market Forecast, 2009-2013 (in billion $)

Energy-Efficient Home Renovations Product Segment Forecasts

Figure 2-9: Residential Energy-Efficient Window/Door and Insulation Renovations Project Market Forecast, 2009-2013 (in billion $)

Chapter 3: Measuring Energy Efficiency

Independent Product Testing Organizations

National Fenestration Rating Council

ASTM International

Prescriptive Energy Efficiency Programs

ENERGY STAR

Figure 3-1: ENERGY STAR Program Aided Vs. Unaided Consumer Awareness, 2001-2008 (percent)

International Energy Conservation Code

Energy Efficiency Standards of Fenestration Products

Table 3-1: ENERGY STAR Window Criteria, 2005, 2009

Energy Efficiency Standards of Insulation Products

Table 3-2: IECC 2009 Minimum Residential Insulation Requirements by Component, 2009 (R-Values)

Home Energy Efficiency Auditing for Renovations

Energy Efficiency Auditor Certifications

Table 3-3: State Level Home Energy Auditor Certification Programs, 2009

Home Performance with ENERGY STAR

Home Performance Energy Auditing is a Fragmented Market

Home Performance Energy Efficiency Rating Programs

The RESNET HERS Index

Home Environmental Rating Programs That Include Energy Performance

The Future of Home Energy Rating

Green Remodeling Certifications and Programs

Table 3-4: National Green Remodeling Certification Programs, 2009

Chapter 4: Financial Programs

ARRA Providing $20 Billion for Energy Efficiency

Federal Energy Efficiency Renovation Incentives

The ARRA Residential Tax Credits

Future Federal Energy Efficiency Legislation

State Energy Efficiency Renovation Incentives

Energy Efficiency Home Renovation Programs by State

Table 4-1: State & Utility Incentives for Whole Home Residential Energy Efficiency Renovations, 2009

Table 4-2: State & Utility Incentives for Residential Window & Door Energy Efficiency Renovations, 2009

Table 4-3: State & Utility Incentives for Residential Insulation & Air Sealing Energy Efficiency Renovations, 2009

Government Assistance Programs

EERE Weatherization Program

Figure 4-1: Homes Weatherized Under the DOE EERE

Weatherization Assistance Program, 2000-2007 (in thousand homes)

Table 4-4: EERE WAP State Funding Allocations Under the ARRA, 2009 (in million $)

LIHEAP Weatherization Assistance Program

Housing and Urban Development Programs

Financial Benefits of Energy-Efficient Home Renovations

Figure 4-2: Breakdown of Residential Energy Usage, 2006 (percent)

Window & Door Energy Savings

Table 4-5: Annual Savings by Upgrading Windows to ENERGY STAR Qualified Windows, 2009

Insulation and Weatherization Energy Savings

Chapter 5: Trends

Remodeling Indexes look Grim

Figure 5-1: NAHB Remodeling Market Index & JCHS Leading Indicator for Remodeling Activity 2002-2009

Value of Remodeling Projects has gone down

Table 5-1: Window Replacement Projects Cost vs. Value, 2007-2008

Government Now Much More Interested in Energy Efficiency

State Level Residential Energy Efficiency Awareness

Table 5-2: ACEEE State Energy Efficiency Ranking, 2008

Green Remodeling Trends

Consumers Want More Green!

The Holy Grail of Energy Efficiency: Zero-Energy Homes

The Downside of Increased Energy Efficiency Awareness: Greenwashing

Energy Efficiency Remodeling for the Future

Fenestration Remodeling Trends

Current State-of-the-Art Window Energy Efficiency Technology

Vacuum Insulating Glass: The Ultimate Window Insulation

Windows that are More Than Just Windows

Beyond Energy Efficiency: Ease of Installation and Impact Resistance

Energy Efficiency is Not Key to Selling Doors

Insulation Remodeling Trends

Pink and Blue Become Green

Recycling for Green

Innovative Home Insulation Products

Caulking Trends

Chapter 6: DIY and Pro

The Remodelers View of the Market

Remodeling is a Heavily Fragmented Market

Remodeling Industry Suffers from Unprofessional Image

Figure 6-1: Customer Willingness to Hire the Same Remodeler, 2008 (percent)

Energy-Efficient Remodeling High on Remodelers’ Lists

Figure 6-2: Frequency of Energy Efficiency Products Commonly Installed by Remodelers, 2001-2008 (percent)

The Future for Energy Efficiency Remodelers

Majority of Fenestration Replacements Done by Pros

Figure 6-3: Pro and DIY Window and Door Installations, 2001-2008 (in billion $)

DIY and Pro Insulation Projects Equal in Popularity

Figure 6-4: Pro and DIY Insulation Installations, 2001-2008 (in billion $)

Weather Stripping Remains a DIY Market

Figure 6-5: Ratio of Pro and DIY Weather Stripping Installations, 2004-2008 (percent)

Chapter 7: Demographics

Note on Simmons Market Research Bureau Consumer Data

Green Thinking and Energy Efficiency Renovations

Figure 7-1: ‘Smart Greens’ of Different Energy Efficiency Home Renovations, 2008

Energy-Efficient Window Renovation Demographics

Table 7-1: Demographic Indicators and Resistors of Insulated Windows Installation Projects Finished in the Previous 12 Months, 2008 (index)

Insulation and Weather Stripping Renovation Demographics

Table 7-2: Demographic Indicators and Resistors of Weather Stripping Installation Projects Finished in the Previous 12 Months, 2008 (index)

Table 7-3: Demographic Indicators and Resistors of Insulation Installation Projects Finished in the Previous 12 Months, 2008 (index)

Regional Home Improvement Retailer Demographics

Figure 7-2: Regional Penetration of Major Home Improvement Stores, 2008 (percent)

Chapter 8: Manufacturers & Retailers

Window & Door Manufacturers

Andersen

Overview

Performance & Products

Table 8-1: Andersen Energy-Efficient Replacement Fenestration Products, 2009

JELD-WEN

Overview

Performance & Products

Table 8-2: JELD-WEN Energy-Efficient Replacement Fenestration Products, 2009

Masonite

Overview

Performance & Products

Table 8-3: Masonite Energy-Efficient Replacement Fenestration Products, 2009

Pella

Overview

Performance & Products

Table 8-4: Pella Energy-Efficient Replacement Fenestration Products, 2009

Serious Materials Inc.

Overview

Performance & Products

Table 8-5: Serious Materials Energy-Efficient Replacement Fenestration Products, 2009

Insulation, Caulking & Weather Stripping Manufacturers

Dow Chemical

Overview

Performance & Products

Table 8-6: Dow Chemical Residential Insulation Products, 2009

Owens Corning

Overview

Performance & Products

Table 8-7: Owens Corning Residential Insulation Products, 2009

RPM International

Overview

Performance & Products

Table 8-8: DAP Caulking and Air Sealing Products, 2009

Thermwell

Overview

Performance & Products

Table 8-9: Thermwell Residential Weather Stripping Products, 2009

Retailers

Figure 8-1: Frequency of Customer Visits in a 4-Week Period,Home Depot & Lowe’s, 2004-2008

The Home Depot

Overview

Performance

Figure 8-2: Home Depot World Revenue, FY2005-2009(in billions of dollars)

Lowe’s

Overview

Performance

Figure 8-3: Lowe’s World Revenue, FY2004-2008(in billions of dollars)