Insight Data reveals shifting trends and tougher trading at Glazing Summit

Andrew Scott, Managing Director of Purplex Marketing and Insight Data, delivered a compelling address at this year’s Glazing Summit highlighting the key challenges and opportunities shaping the future of the UK fenestration industry.

Speaking to a packed audience of business leaders and industry professionals at the Coventry Building Society Arena, Andrew shared exclusive data and analysis drawn from Insight Data’s market intelligence platform Salestracker, which now tracks around 50,000 companies and 80,000 industry contacts across the glazing supply chain. According to Insight Data’s latest findings, there are currently 13,479 companies active across the sector. The number of PVC fabricators has fallen sharply from around 4,000 two decades ago to about 1,100 today while aluminium continues to rise as the material of choice. 

For this year’s Glazing Summit, Insight Data also conducted an industry survey to over 2,000 installers to understand how they feel about current market conditions. A key finding revealed that while order values look positive on the surface, with 33 per cent reporting an increase in the last year, a third of installers (31 per cent) admitted they are fighting harder to win new business as competition within the industry has grown year-on-year. Andrew also warned that the sector’s growing reliance on Google Ads is unsustainable with around £100 million now being spent annually within the glazing sector on digital advertising. “During COVID, many installers who had never used Google Ads before turned to it as their traditional sales routes closed,” he explained. “That demand doubled the cost per click and now only Google is winning.”

Instead, Andrew urged companies to “return to the art of marketing” emphasising that long-term success depends on brand building, customer trust and diversification. “Too many installers depend entirely on Google Ads or cheap lead generation services,” he said. “The industry must focus on creating genuine desire and reputation, while suppliers must support installers in learning how to market themselves rather than just feeding them leads. That is the only sustainable way forward.”

He also pointed to diversification as a key strategy for resilience. Installers, he said, should explore related sectors such as renewables and energy-efficient home technologies while trade suppliers could pursue commercial and retail opportunities. “Those who adapt, evolve and invest in true marketing will thrive,” Andrew added. “The future still offers opportunity but only for those willing to change.”