Commercial Sales Dominate the U.S. Ceiling Market-Remaining Untapped Housing Opportunities

In 2018, the US commercial market for ceilings totaled 92% of value demand, a share that is projected to remain consistent going forward, according to a new Freedonia Group study. However, while baffles, clouds, and other costly, high-performance ceiling products keep commercial sales high, design innovation and evolving consumer trends are turning traditionally commercial-only products like ceiling tiles into must-have items for homeowners:

• Increasingly, low-cost ceiling tiles can mimic the look and texture of higher-value materials such as metal and wood. These products are particularly favored for dining rooms, kitchens, apartment lobbies, and other showcase rooms where a distinctive, high-end look can make a big impression.
• The acoustic performance of ceiling products is providing additional residential sales opportunities for applications such as home theaters and media rooms.
• Design trends favoring a more custom look are also creating opportunities for ceiling tiles on non-ceiling surfaces, such as walls.

More information regarding the Ceilings study is here:
https://www.freedoniagroup.com/industry-study/ceilings-3719.htm

Communicating the benefits of ceiling products in residential applications will be key for manufacturers and distributors looking to increase their penetration. For example, the most successful marketing campaigns will:

• show the use of ceiling tiles in new, surprising locations – such as walls
• highlight products’ ease-of-use and ability to resemble high-end products
• emphasize the performance benefits of ceiling products, such as the insulative properties that help to reduce energy costs and improve interior acoustics