As we near the end of what has been a challenging 2024, all eyes are on the future. In the latest Autumn edition of the Keystone Market Research Consumer Fenestration Trends report, homeowners have been asked to share their spending plans for the coming year. In this article, Charlotte Hawkes, director at Keystone, takes a closer look at the findings and what they mean for the fenestration industry’s future.
As we approach 2025, homeowner budgets for home improvements are showing positive growth despite ongoing economic uncertainties.
Our Autumn report reveals that 22% of homeowners plan to increase their home improvement budgets next year, with an average boost of £7,386. Although 7% of homeowners expect to reduce spending by an average of £8,125, nearly half (47%) intend to maintain their 2024 budget levels.
This results in a net budget increase of 15%, offering optimism for the fenestration industry and the wider home improvement market.
Younger homeowners driving investment
A surprising trend emerges when examining spending by age group. Younger homeowners, particularly those aged 18-34, are leading the charge, with 36% planning to increase their budgets in 2025, compared to only 17% of homeowners aged 55+. This likely reflects younger buyers taking on homes that require more renovation.
Interestingly, younger homeowners are also allocating higher budgets for next year, with spending expectations decreasing consistently as the age brackets increase. At the extremes, the youngest homeowners have set budgets over £4,000 higher than their older counterparts.
This suggests that companies should target marketing efforts towards younger homeowners to capitalise on this growing segment of the market.
What is the outlook for the fenestration industry in 2025 and beyond?
The report also highlights significant insights into spending by project type, offering valuable takeaways for fenestration businesses. Doors are emerging as a key priority in the immediate future, while windows are expected to dominate longer-term projects planned for the next six-10 years. Overall, windows rank as the second most popular home improvement project, trailing only kitchen remodelling. This indicates a promising demand for fenestration products in the years ahead.
With younger homeowners driving spending growth and fenestration projects remaining a top priority in both the short and long term, the outlook for our industry is bright. Despite challenges posed by the current economic climate, the sector is poised for sustained growth in 2025 and beyond.
To explore more on these trends, visit www.keystonemr.co.uk to order our Autumn Consumer Fenestration Trends report or our new uPVC Market Statistics & Forecast to 2026 report.
