Latest fenestration report tracks homeowner trends

The latest UK Consumer Fenestration Trends Report has been released, providing fresh insight into homeowner preferences, priorities and purchasing behaviour across the UK windows, doors and roof glazing market.

This edition places particular emphasis on several areas where a deeper understanding of consumers can create new opportunities for manufacturers and installers.

Following the strong reception to the previous report’s analysis of aluminium-preferring consumers, this edition includes a detailed look at timber-preferring homeowners, revealing a distinct group that places more importance on quality, security, style and craftsmanship, along with higher project budgets across many areas of home improvement.

The report also revisits smart home technology, exploring updated attitudes towards the functionalities consumers value, barriers to wider adoption and potential market size.

Security remains the strongest area of interest, while cost, reliability and complexity continue to limit take-up.

A further feature is the regional preference analysis, highlighting significant local differences across materials, window and door styles, colours, glazing and purchasing priorities.

The findings provide installers with practical insight into what matters most to homeowners in their local markets, helping them tailor product recommendations and marketing messages to build greater trust and relevance.

Charlotte Hawkes, Director at Keystone Market Research, said: “This latest report demonstrates that real opportunities lie in understanding the differences between consumer groups and local markets.

“The decision to look at timber-preferring homeowners follows the very positive response to our aluminium analysis, and we have again identified a group with clear characteristics that businesses can use to refine their approach.

“The regional analysis is particularly valuable for installers. Understanding what matters locally allows them to demonstrate that they understand their customers, build trust and make their product and service proposition more relevant.

“With just 7% of homeowners saying salespeople addressed what mattered most to them very well during their last window purchase, yet 53% saying they would spend more with companies that demonstrated a clear understanding of their needs, there is clear room for improvement.

“Our Consumer Fenestration Trends Reports are designed to help the industry close that gap.”

Alongside these special features, the report confirms continuing market trends, with quality, security and energy efficiency remaining the leading homeowner priorities.

PVC-U continues to dominate material preferences, while traditional casement windows, sliding patio doors and triple glazing retain strong consumer interest.

The latest results also indicate greater confidence in home improvement investment, with more homeowners planning to increase their spending than reduce it during the remainder of the year.

Report and Webinar

The next Consumer Trends webinar takes place at 10am on 2 September, giving attendees the opportunity to explore the latest findings and take part in a Q&A focused on the issues that matter most to their businesses.

Customers of our sponsors, Business Pilot, Endurance Doors, Epwin Window Systems, the Glass and Glazing Federation (GGF), Liniar and VEKA, can access both the report and webinar for free.

Keystone Market Research thank them for their continued support in making this research possible.

For more information, to register for the webinar, access the latest report, or find out about sponsorship and annual subscriptions, visit www.keystonemr.co.uk.