Five steps for resilience and growth
UK glazing faces tighter margins and slower buyers. Insight Data’s MD Andrew Scott reveals the trends and five ways installers can adapt.
If there’s one thing I’ve learned about the glazing industry, it’s that we don’t scare easily. We’ve survived recessions, supply crises and more ‘next big things’ than I care to remember.
Yet the mood across our sector today feels different. Margins are being squeezed from both sides, homeowners are cautious and competition is fierce. Which is why my speech to this year’s Glazing Summit focused on what the data really tells us about where the market is heading, and what companies can do to stay resilient.
Insight Data’s team makes around 20,000 calls a month to update our Salestracker database. Behind those numbers sit more than 50,000 companies and 80,000 contacts, covering everything from fabricators and installers to merchants and housebuilders.
This gives us a real-time view of who’s growing, who’s struggling, and where the opportunities lie. It also helps spot patterns that aren’t obvious from raw numbers alone, from staff movement to changes in product focus and trading behaviour.
So, let’s look at some trends. The shift from PVC to aluminium has been underway for a while, but the pace has surprised even us. Twenty years ago, the UK had roughly 4,000 PVC-U fabricators. Today, there are about 1,132. Aluminium, on the other hand, keeps gaining ground as consumers look for premium, longer-lasting products.
Across the industry, there are 13,479 active glazing firms, most of them small operations installing fewer than 50 frames a week. Interestingly, about 3,200 still run showrooms, showing that local presence and visibility still matter. People want to see, touch and talk before they buy.
Our survey of 2,000 installers revealed other telling patterns. 36% per cent responded that lead volumes are down, representing a 16% swing year on year, yet conversion rates have held steady. That means demand hasn’t disappeared – it’s just slower.
A third of installers say customers are taking longer to make decisions, while nearly the same number report tighter margins. Overall, 59% of companies say trading feels harder than last year. It’s not doom and gloom (although it may sound it!) but it does show that the post-COVID boom has faded. Homeowners are still buying, but they’re more selective and value-conscious.
During the pandemic, Google Ads became the go-to sales tool. It was easy to launch and looked like quick progress. But when the whole industry jumped on it, costs doubled. The sector now spends £100 million a year on paid search, and for many, the returns are shrinking.
Digital marketing has its place, but it shouldn’t replace real brand building; what I’d term ‘the art of marketing’. If you’re only ever buying clicks, you’re not building trust or reputation – you’re renting them. And in a contracting market, that’s a risky place to be.
After analysing the data, I believe there are five areas that will define resilience and growth over the next few years:
- Reinvest in real marketing: We’ve become too dependent on lead generators and Google. The businesses that thrive are the ones that invest in their own brand and tell a story. Suppliers should help installers learn how to market themselves, not just feed them short-term leads.
- Diversify or get left behind: Diversification provides opportunities; installers can expand into renewables, energy-efficient upgrades or commercial work. Suppliers can reach new markets by adapting existing expertise. Diversification spreads risk and opens up fresh revenue.
- Make the most of your skills: Many installers already have the skills to take on renewable projects or home energy systems. Those who adapt early will build stronger, broader businesses without massive extra investment.
- Think mergers and acquisitions: We’re seeing more consolidation across the sector, and it’s not just the big players. Fabricators are buying complementary firms, installers are joining forces, and it’s helping them scale and stabilise. M&A, done wisely, builds strength in numbers.
- Back the installers: Installers are the heartbeat of our industry, but they often lack the time or budget to market effectively. Platforms like our own TradePal are helping smaller firms run automated, intelligent campaigns that level the playing field. A stronger installer network benefits everyone.
Today we’re in a more cautious, competitive market. However, for companies that plan properly, use data intelligently and focus on marketing that builds real connections, there is opportunity. The glazing sector has never been short of resilience, but what it needs now is creativity and a willingness to adapt.
The firms that apply that same practicality to strategy will come out stronger. With insight, focus and a bit of old-fashioned grit, the best days for British glazing are still ahead.
