Keystone Market Research has launched its latest UK Consumer Fenestration Trends Report, alongside new consumer findings highlighting a significant opportunity for installers to better connect with homeowners during the sales process.
In Keystone’s latest consumer research, only 7% of homeowners said that when window or door salespeople visited their home, they addressed what mattered most to them and recommended styles that suited their taste very well – demonstrating substantial room for improvement in how companies understand and respond to homeowner preferences.
This insight becomes even more important when considering that 92% of homeowners said that if two installation companies offered similar products, they would choose the company that better demonstrated an understanding of their needs and style. Significantly, 53% also said they would still choose that company even if it was more expensive.
The findings reinforce that understanding homeowner priorities, lifestyles and aesthetic preferences – and being able to communicate this effectively in the home – is now a major competitive differentiator within a challenging market.
Against this, Keystone’s latest UK Consumer Fenestration Trends Report delivers fresh insight into homeowner preferences, priorities and investment intentions across windows, doors and glazed extensions – with a dedicated special feature exploring the growing opportunity within the aluminium market.
This latest edition combines analysis of shifting homeowner attitudes with deeper behavioural segmentation using newly updated Mosaic homeowner profiles. A major focus is the aluminium-preferring homeowner segment, which the research identifies as one of the strongest growth opportunities currently emerging within the fenestration sector.
The dedicated aluminium feature explores who these consumers are, what they prioritise, how they research products and where they are planning to invest over the short and medium term.
Charlotte Hawkes, director of Keystone Market Research, commented:
“This latest report highlights that while core homeowner priorities remain stable around quality, security and energy efficiency, we’re seeing much clearer segmentation in who is actively investing, how they make decisions and where the strongest growth opportunities lie.
“The aluminium feature was particularly interesting because it revealed a very engaged and investment-ready consumer group. These homeowners are highly design-led, more decisive in their purchasing behaviour and significantly more likely to be planning projects in the near term. For businesses in the premium windows and doors space especially, this represents a very important opportunity area for the year ahead.
“Our findings around homeowner expectations of salespeople show there is still a major gap between what consumers want and what they currently experience during the fenestration buying journey. Businesses that can better demonstrate understanding of homeowners’ style preferences, priorities and lifestyles will be in a much stronger position to win work, even in a difficult market, and that valuable intelligence is readily available to the industry within our research.”
The report has once again been made possible through the continued sponsorship of Business Pilot, Endurance Doors, Epwin Window Systems, the GGF, Liniar and Veka, whose backing enables Keystone to make this research freely available to sponsor’s customers and more widely accessible across the fenestration supply chain by subscription.
