UK Window Market Share Trends Revealed at Glazing Summit

The window market share landscape and broader dynamics of the UK fenestration industry were the focus of a key address at this year’s Glazing Summit, where our Managing Director, Andrew Scott, spoke to industry leaders about the current state of the sector and the changing forces shaping the future of the glazing market.

Speaking to a full audience at the Coventry Building Society Arena, Andrew shared exclusive data and analysis drawn from Salestracker, our live market intelligence platform, which now tracks more than 50,000 companies and 80,000 key contacts across the glazing supply chain.

Our Latest Market Intelligence

Our latest data shows there are 13,479 active companies across the glazing and fenestration sector. The number of PVC-U fabricators has fallen sharply over the last two decades from around 4,000 to roughly 1,100, while aluminium continues to gain market share as the preferred material.

This shift underlines a clear trend towards higher-end, sustainable products and changing consumer expectations.

What Installers Told Us

In the lead-up to the Summit, we surveyed more than 2,000 installers to understand current market sentiment.

• 33% reported higher order values over the past 12 months.
• 31% said it is becoming harder to win new business as competition intensifies.

Our data indicates that, while the market remains active, many installers are contending with greater competition for fewer, more valuable projects.

Digital Spend at Record Levels

We also highlighted a major trend in marketing spend. The glazing sector is now investing around £100 million per year in Google Ads, a figure that Andrew described as unsustainable.

During the pandemic, many companies that had never used Google Ads before turned to it when traditional sales routes closed. That sudden demand doubled the cost per click, and in many cases, only Google benefited from the surge.

Why Marketing Fundamentals Still Matter

Andrew called on businesses to return to the principles of marketing, building brands, trust, and long-term visibility rather than relying solely on paid advertising or lead generation.

“Too many installers depend entirely on Google Ads or cheap lead generation services,” he explained. “The industry must focus on creating a genuine reputation and customer desire. Suppliers also have a responsibility to help installers market themselves more effectively, not just feed them leads.”

Diversification is Key

Our research also shows that diversification is one of the most effective ways to build resilience. Installers are exploring opportunities in renewables and energy-efficient home technologies, while trade suppliers are moving into both commercial and retail markets.

As Andrew concluded, “Those who adapt, evolve, and invest in marketing will thrive. The future still holds opportunity, but only for those ready to change.”

How We Support the Industry

Insight Data provides live, verified B2B marketing data and analytics that help suppliers understand window market share, track competitors, and identify new prospects. Our Salestracker CRM gives users real-time company intelligence to make informed decisions and strengthen their market position.

We work with leading fabricators, installers, and trade suppliers who rely on accurate data to drive growth. Explore our full range of industry databases and access the latest marketing reports and insight resources to track trends, find new opportunities, and measure window market share.

If you’d like tailored market intelligence or a demonstration of Salestracker CRM, get in touch with our team.