How glazing companies can grow in tough market conditions

How Market Intelligence Helps Glazing Companies Grow During Budget Uncertainty

Think of running a glazing business without live market data like driving in fog with an old map. You might know the route you planned last year, but you cannot see which roads are blocked, where traffic is building, or which turnings have opened up since you last checked.

As the Chancellor, The Rt Hon Rachel Reeves MP, prepares to unveil the next Budget later this month, business confidence across the home improvement and construction sectors hangs in the balance. The glazing industry is facing one of its most complex periods in years. While inflation may be easing, energy costs, material prices and labour shortages continue to apply pressure. Add cautious homeowners and a slower housing market, and it becomes clear why so many companies are tightening their belts.

We know this because we watch it happen in real time. Our live market intelligence platform, Salestracker, monitors more than 50,000 companies across the glazing and construction supply chain. That gives us a clear view of how your market is shifting, who is growing, and where the pressure points are building.

What the Live Data Shows About the Glazing Market Right Now

Our most recent figures show there are now just under 13,500 active firms across the glass and glazing industry. The number of UPVC fabricators has fallen to around 1,100 from roughly 4,000 two decades ago, while aluminium continues to gain share. This shift reflects the move towards higher-value, more sustainable products, a trend that shows no sign of slowing.

But behind these structural changes lie deeper challenges. In the run-up to this year’s Glazing Summit, we surveyed more than 2,000 installers. A third told us that while order values have risen, it is now harder than ever to win new work. Competition for fewer, higher-value projects is intensifying, leaving many firms fighting for visibility.

Our Commercial Director, Alex Tremlett, has been tracking these shifts closely. “The market is not shrinking, it is changing shape,” he explains. “Firms that track these shifts and respond quickly are the ones holding onto margin and winning repeat business.”

Why Digital Advertising Spend Has Hit Record Levels

Digital advertising spend in the glazing sector has hit record levels. The industry is now investing close to £100 million a year in Google Ads alone, an astonishing figure that, in many cases, delivers diminishing returns.

The pandemic triggered a rush to online advertising when traditional sales routes were cut off. Cost per click doubled almost overnight. Many companies have since found themselves hooked on paid ads, while brand-building and local reputation have taken a back seat.

This is where the fundamentals of marketing matter most. As our Managing Director, Andrew Scott, reminded delegates at the Glazing Summit, sustainable growth is about building trust, reputation and long-term visibility. Installers and suppliers must refocus on what makes customers choose them in the first place:

• Expertise in the products they sell
• Reliability when projects go live
• Value that goes beyond the cheapest quote

The businesses that understand their market, communicate their strengths clearly and nurture customer loyalty will be the ones that thrive.

How Diversification Protects Margin When Budgets Tighten

Our data shows that companies exploring renewables and energy-efficient home technologies are weathering the downturn more effectively. Trade suppliers moving into both commercial and retail markets are spreading their risk and finding new opportunities.

Think of it like a builder who only fits kitchens. When new-build slows, work dries up fast. But a builder who also handles extensions, bathrooms and roofline work has three ways to keep the diary full.

The message is clear: agility and awareness are now competitive advantages. Market intelligence helps you spot these openings before your competitors do.

What to Expect from the Budget and Why You Cannot Wait for It

The upcoming Budget may bring modest relief for businesses, with expected measures to support growth and investment. But it is unlikely to reverse the fundamental pressures on the industry.

Companies cannot afford to wait for market conditions to improve. They must act on the information available now.

That is where live, accurate data becomes invaluable. Knowing which firms are growing, which are scaling back and which are entering new markets helps suppliers and manufacturers make confident decisions. It means targeting the right customers, at the right time, with the right message. It also avoids the waste and frustration that come from working with outdated or inaccurate information.

How We Keep Your Market Intelligence Live and Reliable

At Insight Data, our team makes more than 20,000 live verification calls every month, speaking directly to fabricators, installers and suppliers across the UK. This keeps Salestracker users supplied with the most current and reliable intelligence available.

We do not scrape old directories or rely on annual snapshots. We call. We check. We update.

The system allows you to:

• Segment prospects by product type, size, location and activity
• Track performance across your customer base
• Strengthen relationships with the accounts that matter most
• Spot new entrants and changes in buying behaviour before your competitors do

This gives you a genuine competitive edge, not because the data is clever, but because it is current.

What We Are Building Next to Make Market Intelligence Faster

Behind the scenes, we are working on a new version of Salestracker that will make accessing and interpreting data even faster and more intuitive. As the glazing industry continues to evolve, we are evolving with it, providing the insight and clarity companies need to stay one step ahead.

We are not adding complexity. We are removing it. The goal is simple: get you the information you need, in the format you need it, without the friction.

Next Steps to Keep Growth Moving

In challenging times, knowledge is more than power. It is the difference between reacting and leading.

Those who understand their market best will not just survive this period of uncertainty, they will emerge stronger, more focused and ready for the opportunities that lie ahead.

If you supply into the glazing, fenestration or wider construction market, and you want to know who is buying, where the growth is, and how to target your time more effectively, we can help.

Contact Us to Find Out More

For more information about how Insight Data can help you target the right customers with the right message at the right time, get in touch with our team.

Call us on 01934 808 293, email us at hello@insightdata.co.uk or visit our contact page to send us a message

We’re here to answer your questions, talk through your challenges, and show you how live market intelligence can make a genuine difference to your sales and marketing results.

You Might Also Like to Read

If you found this article helpful, here are some related pieces that explore how data, marketing, and market intelligence can help you grow your business in tough conditions:

How Glazing Companies Can Grow in Tough Market Conditions – Practical strategies for growth when budgets are tight, and competition is fierce.

Drive ROI with CRM and Lead Generation – How combining live CRM with targeted lead generation delivers stronger returns.

Direct Marketing Techniques for Engagement – Proven techniques to cut through the noise and reach the right trade customers.

Construction Marketing Data – Why accurate marketing data is the foundation of successful campaigns in construction and building products.

These articles give you more depth on the tools, tactics, and data strategies that help manufacturers, fabricators and suppliers win more trade customers even when the market is uncertain.

About the Author

With 14 years of experience at Insight Data, I’ve worked across research, account management and sales. I began in our in-house research team, learning the details of the glazing and construction sectors and building a strong understanding of how companies grow, compete and win work.

That experience shaped my approach when I moved into client-focused roles. I’ve supported hundreds of businesses using our prospect data, CRM tools and market insight to help them reach the right companies, improve follow-ups and build stronger pipelines.

Today, as Head of Sales, I work closely with suppliers across glazing, construction and building products who want better leads and clearer market intelligence. My focus is simple: give businesses accurate data and practical guidance so they can target the right prospects and grow with confidence. Kirsty Winter.

Industry work: Editor of the Insight Data Monthly Insolvency Reports and contributor to Glass Times and BDC Magazine.

Connect with me: linkedin.com/in/kirstywinter