The NAHB International Builders’ Show® (IBS) is always a whirlwind, but this year's show in Orlando felt more like a preview of what's to come in the industry.
As our team navigated the massive exhibit halls and talked with manufacturers and pros, a few key themes and opportunities started to pop up again and again. The industry is clearly in a state of transition, and the show booths pointed toward new consumer priorities and smarter ways of doing business in a shifting market.
If you’re trying to figure out where the industry is headed and how to get your brand ready for the ride, we’ve got you covered.
While the booths are always a spectacle, they were noticeably smaller on average. This isn't a sign of a shrinking industry, but a smarter one. The vibes were cautiously optimistic, and in a softer market, brands are getting strategic about where and how much they invest.
These are the major themes that kept grabbing our attention on the show floor.
Climate-related building concerns aren't new, but they've moved from niche to necessity. HAAS Garage Doors was one standout example, showcasing impact-resistant doors that aren't just built for Florida (though let's be real, that's a huge market).
With extreme weather events becoming more common, this focus on resilience is a no-brainer. Builders and homeowners are starting to see these high-performance products as smart, long-term investments that protect their property. It's less about "if" a disaster will strike and more about "when," and these products offer some much-needed peace of mind.
This brings us to a huge, often-overlooked player influencing these trends: the insurance industry. Make sure you keep a pulse on this because it’s a massive piece of the puzzle. Outside of labor shortages, the shifts in the insurance world might be the single biggest external force shaking up homebuilding today. For those who aren't prepared, it’s a perfect storm of challenges (and opportunities, if you are proactive).
With fewer homes being sold and discretionary spending down, how do brands make up the revenue gap? Enter the luxury pivot.
Sure, the kitchen and bath world has always had its high-end players, but now we're seeing this "luxury-first" mindset trickle into other categories aiming to drive a higher mix offering and optimize profit. Pentair was a prime example at the show. Their strategy seemed to focus on shifting the product mix toward ultra-premium, so even if volume drops, profitability doesn't have to. It’s a classic case of quality over quantity.
Daltile also leaned into luxury, shifting its traditionally practical and functional exhibit space to a sophisticated and luxurious showcase. Bold vignettes and large-scale accessories made a big visual statement—and we’re here for it. Another luxury play was made by Ferguson, which hosted a "Luxury Lounge" where attendees could chill like VIPs.
Bottom line: When the average customer is cutting back, you double down on the ones who aren't. It's a savvy move. When you can't win on volume, you win on value. And luxury buyers? They're still spending.
While single product lines still dominate, more brands are moving toward integrated systems. By combining multiple components into a seamless solution, they help builders and contractors save time and reduce stress—especially in a demanding industry. Many of these systems are also designed to deliver enhanced, premium performance.
Case in point: Owens Corning launched its EZSheath™ product which combines structural reinforcement, continuous insulation and air and water protection in one panel.
HydroBlok unveiled a 4-in-1 backer CI board that rolls multiple functions into one streamlined design. When you simplify installation like that, you're not just selling a product; you're selling time, efficiency and a little bit of sanity. It's a genius response to the skilled labor shortage and the kind of practical problem-solving innovation that makes you nod and say, “Yeah, that just makes sense.”
Walking the floor, it was impossible to miss the growing shift toward inclusivity. More booths than ever featured bilingual signage, and several booths featured live demos in Spanish, often led by Hispanic and Latino professionals themselves.
Why does this matter? The construction workforce is one of the most diverse out there. Nearly 50% of the workforce is Latino-owned and operated, and a third of contractor businesses are also Latino. Brands that embrace and reflect that diversity are setting themselves up for long-term success. More than just demographics, it's about seeing the people who use your products and speaking their language—literally. It’s a move that says, “We see you, we value you, and we’re meeting you where you are as a critical partner in driving this industry forward.” Recognizing and serving this community isn’t optional anymore—it’s the future.
Brands are finding creative ways to deliver value in a challenging market. Many are pivoting toward luxury, emphasizing the long-term value and resilience of their materials, or offering integrated systems that make life easier for the pros. It's a lesson in adaptation, proving that flexibility is key to navigating the current market challenges.
When we think of innovation, we tend to think in terms of something shiny and new, but it often comes down to practical problem-solving. By looking at real-world challenges and finding ways to make life easier for the people actually doing the work, brands are delivering meaningful change where it’s needed most.
In a crowded hall, the brands that really made an impact weren't shouting into the void. They had a crystal-clear picture of their ideal customer and tailored their entire approach—from messaging to product demos—specifically for them. It’s a reminder that trying to be everything to everyone often means you're nothing to anyone. Specificity sells.
Beyond the big-picture strategies, a few other intriguing trends caught our eye.
Conservative color palettes are taking over—but bold pops are still making waves.
DalTile played it safe but smart, focusing on neutral and conservative colors but using creative displays to shake things up. Meanwhile, Kohler was all about high-contrast combinations with bold pops of color that command attention.
Samsung is softening the edge of artificial intelligence, humanizing home tech to create a more intuitive and personalized living experience through "bespoke” AI. Think less Skynet and more helpful housemate who remembers how you like your coffee. It’s a nice twist that makes artificial intelligence feel a little less, well, artificial.
Who knew the restroom could be a marketing goldmine? Brondell, apparently. Their clever restroom signage proved that thinking outside the box (or stall) can leave a lasting impression.
Despite a softer market and cautious spending, IBS 2026 proved that the building industry is far from stagnant. It’s getting smarter in its strategic shifts—embracing luxury, solving real-world labor problems and speaking to the diverse communities that are actually on the job site.
The message is clear: the future belongs to the brands that are adaptable, practical and paying close attention to the people they serve. The game is changing, and for those ready to play, the opportunities can be huge.
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