Winning the race for market share

The UK’s fenestration industry entered 2025 with tempered expectations, and the year has not disappointed in its difficulty. Persistent economic headwinds, rising operational costs and a tightening regulatory environment on workers’ rights have continued to squeeze margins and test resilience across the sector. Yet despite the pressure, one truth remains constant: demand for windows, doors, and glazed extensions persists. Consumers still want and need the products this industry provides.

Indeed, fenestration sits at the intersection of two significant concerns for both homeowners and government alike: energy efficiency and home security. These are not just selling points they are national priorities. As energy costs remain volatile and the climate crisis continues to dominate the political agenda, products that reduce heat loss and strengthen home security offer compelling value.

The statistics underpin this opportunity. Recent data from the Office for National Statistics (ONS) reveal a striking picture of the UK’s outdated and under-insulated housing stock. Among detached homes in England, only 46% have an Energy Performance Certificate (EPC) rating of C or higher; in Wales, that figure drops to 41%. Semi-detached homes fare worse, with only 43% rated C or above in England. For terraced properties, the numbers are similarly low: 45% in England and just 39% in Wales. The root of the problem lies in the age of the housing stock. Only 22% of pre-1929 homes in England meet the EPC C benchmark, and just 18% in Wales. Among properties built between 1930 and 1982, 41% in England and 44% in Wales reach that threshold. In contrast, 72% of homes built from 1983 to 2011 achieve a C rating or above, rising to 98% for those constructed after 2012.

This delineation offers valuable commercial insight. The most urgent energy efficiency improvements are concentrated in homes built before 1983, providing a clear target demographic for marketing energy-efficient fenestration solutions. For example, window replacement campaigns could speak directly to the 78% of pre-1929 homeowners in England whose properties are underperforming, as well as the 59% of those living in mid-century housing. Meanwhile, for owners of post-1983 homes, where insulation is generally adequate, the sales narrative can pivot toward aesthetic upgrades, advanced security features, and smart technologies — areas where product innovation has opened-up new market segments. Smart locks and connected security systems remain underutilised across the sector and represent an opportunity to differentiate.

Triple glazing is another cross-cutting product with mass-market appeal. Whether positioned as a first-time upgrade from single glazing or as a premium improvement on older double-glazing installations, it can appeal across multiple segments and offer tangible energy savings to consumers.

Understanding the potential scale of the market is fundamental. With an estimated 55% of all UK dwellings falling below EPC grade C, the need for better insulation is widespread. When paired with the diversity of available fenestration products that improve energy efficiency, design, and security — the underlying market is both broad and resilient.

But the challenge lies in execution. Manufacturers and installers alike must become more strategic in how they communicate and sell their products. That starts with marketing. In 2026, businesses in the sector must critically audit their marketing approaches. Reaching the right customers with the right message will be key to unlocking demand. Whether it’s business-to-business communication between suppliers and installers, or direct engagement with homeowners, targeted and segmented marketing will be central to commercial success. Artificial intelligence, often discussed in abstract or alarmist terms, offers practical tools for small businesses in this area. From generating hyperlocal content for community publications and Facebook groups to creating visually engaging campaigns for Instagram, AI can level the playing field and enable smaller firms to compete with larger brands in reaching and persuading their audiences.

Ultimately, success in the year ahead will rest not only on the strength of the products but also on the clarity and precision of the message. Amidst competition from heat pumps, cavity wall insulation and solar panels, fenestration businesses must articulate their value clearly and win the race for the share of a market that remains rich in potential.