Aluminium is on a 25-year roll. Big vista patio sliders and bifolds struck a chord with higher end homeowners, and increasing numbers of fabricators and installers offer them.
Very slim profiles, wide colour choice and a great recycling backstory hit all the right notes. Then – was it a tipping point? – Garnalex invested heavily in UK extrusion, painting and its supply chain, and innovated with a proper system, along the lines of a PVCU system. It enables perfect corner joints, energy saving, and big fabrication and installation benefits. Aluminium is no longer an extra, it’s mainstream and no longer confined to the premium market. But penetrating the upper mass-market, has put prices under pressure as mainstream installers offer cool aluminium to cash-strapped mass-market homeowners.
The UK population was 60m in 2005 and is forecast to be 70m next year, that’s +17% up in 20 years. It’s grown faster and is set to grow much faster over the next decade than most European countries.
But house building has not kept up with population growth. In fact, numbers built have declined in the last 20 years when the housing crisis prompted a major government review. The Barker Review (2004) concluded that Britain was not building nearly enough homes and, until it did, house prices would rise with significant consequences.
The biggest consequence was the emergence of two groups: the Haves and the Have Nots. Mortgage free or mortgage light, over 55s homeowners – the Haves – own over 90% of UK savings and pensions. They are the Bank of Mum & Dad. With rising house prices working on even modest houses, their housing wealth has exploded. Money invested in home improvement is quickly recouped by the increased value of their home. Demographics means that the Haves are a large and growing group. No wonder companies selling to the Haves have done better than the mass market.
Less fortunate and younger homeowners with high mortgages – the Have Nots – may have greater incomes but heavier outgoings mean they watch every penny. They like aluminium, timber, flush PVCU and colour too, but they prioritise mortgage repayments, utility bills, holidays, kids’ clothes, and entertaining over home improvements. So, they scale back their improvements to absolute essentials, stick to white, look for the cheapest, or postpone what can be left for another year. They are the squeezed mass market, and they are strapped.
If your customers sell to them, they will be squeezed, and most likely, so will you be and your suppliers.
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INDUSTRY LEADERS COMMENTS . . .
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Darren Waters, Chief Executive Officer, Eurocell Plc
“A very good, must-read report full of valuable market insight.”
Ryan Johnson, Managing Director, Emplas
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Simon Bird, Managing Director, GAP
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Colin St John, ex-Commercial Director, Freefoam Plastics
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Joe Trueman, Co-owner, Premier Arches and Glyngary Joinery
Choice Windows, Garnalex and Residence
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Jason Wilder, Director, Composite Garden Buildings
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Steve Cross, Director, Mercury Glazing Supplies Ltd
“The critical insights in the 2025 Window & Door Market Trends report make essential reading for glazing businesses looking to grow market share. 40% of firms offered wood in 2024, confirming the growing momentum and revenue potential of timber products.”
Andy Ball, Co-founder, The Joinery Network
Spitfire
“As a timber window and door specialist it is crucial to keep an eye on the overall market, including uPVC and aluminium. This report provides extremely valuable data on which to make informed decisions.”
Duncan Wright, Managing Director, Lindenwood Home
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Choice Windows and Garnalex
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Joe Trueman, Co-owner, Premier Arches and Glyngary Joinery
