Market Research
Brand Usage Studies

How does your brand rank? Get brand usage studies for 35 categories of building materials purchases.

Precise, Geographic, Brand Usage Studies for Home Building Products

Knowing the manufacturer and brand of products sold to home builders can help you:

  • Assess your company’s sales and advertising performance in specific markets, as well as the performance of your competitors
  • Evaluate markets for future marketing and sales efforts

Home Innovation is a veteran of conducting brand usage studies on building materials. Putting that expertise into practice, we launched a report series that helps manufacturers more accurately keep tabs on the highly-competitive building materials market.

Our Brand Usage Studies are Really Different!

Home Innovation's building products brand usage study is superior to existing brand studies. The output is reported in volume of building product, by brand, purchased for new home construction and home remodeling. Thus, we report true market leaders based on units purchased, not market leadership based on survey respondent perceptions. With decades of experience in product usage and brand share studies, our methodology takes into account total annual purchase volume by each respondent. Additionally, our approach rigorously balances purchase volume by geographic areas for an accurate portrayal of purchase volume by brand and manufacturer.

Further, we know with precision how homes are built, where and how purchase decisions are made, and how to speak the language of industry professionals in our data gathering efforts.

Example of Brand Study Output

OSB Subflooring Volume in New U.S. Homes, 2012

  Installed Floor Area in
New Homes (sq.ft.)
Market Share
Huber Advantech 214,476,000 30%
Weyerhaeuser EdgeGold 184,459,000 25%
Commodity OSB 175,429,000 24%
LP TopNotch 109,726,000 15%
Tolko T-Grade Pro 16,458,000 2%
Ainsworth pointSix 13,444,000 2%
Norbord Pinnacle 12,783,000 2%
TOTAL 726,775,000 100%

Source: Annual Builder Practices Survey, Home Innovation Research Labs

Brand Usage Study Methodology

Since the mid-1990s, Home Innovation has conducted the Annual Builder & Consumer Practices Surveys, which report building materials purchases by product type for hundreds of categories. The Annual Consumer Practices Survey gathers data from 110,000 U.S. households, and the Annual Builder Practices Survey collects data from approximately 1,500 home builders. The brand usage data reports are extensions of our Builder and Consumer Practices report series.

Categories for Brand Usage Studies

Appliances HVAC - Furnaces
Cabinets - Kitchen Insulation - Fiberglass
Cabinets - Vanity Insulation - Foam Board
Countertops - Laminate Insulation - Spray Foam
Countertops - Quartz/Engineered Stone Locksets - Exterior Door
Countertops - Solid Surface Locksets - Interior Door
Decking – Plastic & Composite Paint - Interior
Doors - Front Entry Roofing Shingles Roofing Shingles
Doors - Patio Siding - Brick
Doors - Side/Back Entry Siding - Manufactured Stone
Faucets Siding - Vinyl
Flooring - Ceramic Tile Sinks - Bathroom
Flooring - Vinyl sheet or tile Sinks - Kitchen Sinks - Kitchen
Flooring - Wall-to-Wall Carpet Toilets
Flooring - Wood Whirlpool Baths
Garage Doors Non-Whirlpool Baths & Showers
House Wrap Windows
HVAC - AC & Heat Pumps  

Bring clarity to your understanding of market size, assess your market share by purchase volume, and evaluate the competitive landscape of new investments with our building product Brand Usage Studies.

Interested? Have questions? Contact us today.


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