With all the talk about aluminium so far this year, you could be forgiven for thinking that it was taking over the whole of UK fenestration. And indeed, there is obviously a marked uptick in aluminium activity in the early months of 2017 so far.

But lets not get too carried away. Although a report out from Palmer Market Research earlier this week confirmed that aluminium is on course for a 17 year high, there is still a very long way to go when it comes to dethroning PVCu.

A swift Google Trends search reveals that traffic for “uPVC” windows is still be far and away top of the pile in comparison to the other major window and door materials. In fact, that gap is perhaps wider than you might think.

A distant second

I carried out a Google Trends search of the following terms:

  • uPVC windows
  • sash windows
  • aluminium windows
  • timber windows

This was the end result:

KEY: Blue: uPVC windows | Red: sash windows | Yellow: aluminium windows | Green: timber windows

The time period of this chart is from January 1st to March 20th. There is a clear gap between the blue line, representing uPVC window search traffic, and the yellow line, representing search traffic for aluminium windows. Interestingly, there is very little difference between aluminium and timber window search traffic.

Much has been made of the rise in popularity of aluminium, yet, as the chart above hints at, there is just about as much search traffic for timber windows as there is for aluminium windows. But I don’t think I’m wrong in saying that there has been little press and media coverage of the comeback of timber as there has been of aluminium. After all, timber is the original framing material, with a genuine heritage and history over all other materials.

There is still a way to go, as this Trends chart demonstrates, before aluminium windows, and timber too, starts to challenge the uPVC market in terms of big volume. This does present a lucrative opportunity though.

DGB Tech

Boosting revenues through diversity

You’ll notice the red line, representing sash windows. I included it in the search as much has been made inside the industry about the rise in this part of the market too. As it happens, it’s actually second, and sits comfortably above the aluminium and timber lines.

What these sorts of charts show to me is that there is plenty of fresh revenue streams for installers and fabricators who aren’t yet exploiting these parts of the market. Although uPVC appears to be on top, the search traffic for aluminiu, timber and indeed sash windows remains strong and gets stronger year on year. A strong hint at the interest in these products from potential customers.

This is how installers and fabricators can boost revenues. The uPVC market, although still performing well in search traffic, in reality is still a very crowded, noisy market place where margins continue to be squeezed and more and more companies are seeking to snatch what little market share there is left.

There is plenty of room for expansion in the sash, aluminium and timber parts of our market, and that is where installers and fabricators should be looking if they want to boost revenues this year. And for me it’s a safe bet for success. From what I have seen on the ground at our place, those who are looking for higher end window and door products, do tend to go down the sash/ali/timber route. They also tend to be the wealthier portion of the demographic, where disposable income isn’t something to worry about. So whether Brexit or the economy in general decides to throw a spanner in the works, it is these higher end areas that may well prove more resilient.

Those who move now, or already have moved, into these resurgent areas, should find that their own growth in these areas will rise quite quickly in the coming years. If we are to hit some bumps in the road, sash/ali/timber markets may well be safe havens.

To get weekly updates from DGB sent to your inbox, enter your email address in the space below to subscribe: