Consumer demand for wood-effect windows rises

Phil Myers, sales director for Affordable Window Systems, highlights the recent data showing a rise in consumer interest in wood effect windows, and discusses how installers can capitalise on this growing demand.

In the world of fenestration, staying ahead of the curve isn’t just good practice – it’s essential for survival.

We’re all too familiar with the industry’s challenges: fluctuating material costs, an ongoing skills shortage, and the ever-present pressure to innovate. However, among these hurdles, there are opportunities available for those who are looking.

Our recent research has shown that there has been a 23% increase in monthly search results for ‘wood-effect windows’ and related terms from June 2023 to June 2024. This increase is indicative of a wider pattern that we’ve been witnessing over the last few years. Consumer interest in heritage styles has been steadily growing for years, and this recent surge indicates that timber-effect PVC-U windows and doors are far from a passing trend.

The findings of our research indicate a golden opportunity for installers to expand their offerings and tap into a readily available market.

Timber alternatives

Consumer preferences in window choices have undergone a significant transformation, largely driven by the digital age. Armed with information at their fingertips, homeowners are no longer limited to the traditional choices of timber, aluminium, or plain white PVC-U.

The increase in searches for ‘wood-effect windows’ implies homeowners are increasingly drawn to the charm and character of traditional timber windows, but they’re also all too familiar with the drawbacks associated with genuine wood – namely high maintenance requirements and hefty price tags.

Modern homeowners are aware that, unlike real wood, PVC-U timber alternatives require minimal upkeep. They don’t need regular painting or staining, and they’re resistant to warping, rotting, and insect infestation. Wood-effect windows also come at a fraction of the cost of timber, making them an attractive option for budget-conscious homeowners.

This increased consumer knowledge, while empowering, has also intensified competition within the industry. However, by offering a high-quality, heritage-style PVC-U range like Timberlook, installers can differentiate themselves from their competitors and capture a larger share of the market.

Over the years, we’ve honed our Timberlook range, making good use of advancements in machinery and manufacturing to blend innovation with heritage charm. Our range incorporates authentic wood grain finishes and traditional joinery, and our windows feature Timberweld joins that convincingly mimic the look of period windows.

Capitalising on the trend

For installers who haven’t yet ventured into the heritage-style market, now is the time to act. By not offering these products, you’re potentially missing out on a significant portion of the market.

We’ve tailored our Timberlook range to make it as easy as possible for installers to meet the growing demand for wood-effect windows. With Tommy Trinder’s Framepoint Technology, our range is easily accessible. Installers can visualise door and window designs for their customers and streamline the entire quoting and ordering process.

The main reason we are so keenly aware of homeowner trends (and have the data to back it up!) is because we market directly to consumers ourselves. This not only gives us an acute view into consumer demand, but it also allows us to generate and pass on quality leads to our installers, helping you grow your business without additional marketing expenditure.

We also provide a range of marketing materials and support to help you effectively promote Timberlook products to your customers. Our efficient delivery network ensures you can get Timberlook products delivered to almost anywhere in the UK, and our team of experts is always on hand to provide advice and assistance.

The continued increase in searches for wood-effect windows represents a clear trend in consumer preferences. As homeowners increasingly seek out the charm of traditional windows combined with modern performance, installers who can meet this demand will find themselves at a distinct advantage.

By partnering with Timberlook, you’re not just adding a product to your range – you’re joining a supportive network dedicated to your success in this growing market segment.