At the time of writing, the Budget is looming and the glazing industry faces mounting pressures. Insight Data’s Commercial Director, Alex Tremlett, explores how firms can use market intelligence to drive growth.
As the Chancellor prepares to unveil the next Budget later this month, to jitters all round, business confidence across the home improvement and construction sectors hangs in the balance. The glazing industry is facing one of its most complex periods in years, and while inflation may be easing, energy costs, material prices and labour shortages continue to apply pressure. Add to that cautious homeowners and a slower housing market, and it becomes clear why so many companies are tightening their belts.
At Insight Data, our live market intelligence platform, Salestracker, monitors more than 50,000 companies across the glazing and construction supply chain. That gives us a clear view of how the market is shifting in real time. Our most recent figures show there are now just under 13,500 active firms across the glass and glazing industry. The number of UPVC fabricators has fallen to around 1,100 from roughly 4,000 two decades ago, while aluminium continues to gain share. This shift reflects the move towards higher-value, more sustainable products; a trend that shows no sign of slowing.
But behind these structural changes lie deeper challenges. In the run-up to this year’s Glazing Summit, we surveyed more than 2,000 installers. A third told us that while order values have risen, it is now harder than ever to win new work. Competition for fewer, higher-value projects is intensifying, leaving many firms fighting for visibility.
Meanwhile, digital advertising spend in the glazing sector has hit record levels. The industry is now investing close to £100 million a year in Google Ads alone – an astonishing figure that, in many cases, delivers diminishing returns. The pandemic triggered a rush to online advertising when traditional sales routes were cut off, doubling the cost per click almost overnight. Many companies have since found themselves hooked on paid ads, while brand-building and local reputation have taken a back seat.
This is where the fundamentals of marketing matter most. As our Managing Director Andrew Scott reminded delegates at the Glazing Summit, sustainable growth is about building trust, reputation and long-term visibility. Installers and suppliers must refocus on what makes customers choose them in the first place: expertise, reliability and value. The businesses that understand their market, communicate their strengths clearly and nurture customer loyalty will be the ones that thrive.
Diversification is another crucial ingredient. Our data shows that companies exploring renewables and energy-efficient home technologies are weathering the downturn more effectively. Similarly, trade suppliers moving into both commercial and retail markets are spreading their risk and finding new opportunities. The message is clear: agility and awareness are now competitive advantages.
The upcoming Budget may bring modest relief for businesses, with expected measures to support growth and investment, but it is unlikely to reverse the fundamental pressures on the industry. Companies cannot afford to wait for market conditions to improve; they must act on the information available now.
That is where live, accurate data becomes invaluable. Knowing which firms are growing, which are scaling back and which are entering new markets helps suppliers and manufacturers make confident decisions. It means targeting the right customers, at the right time, with the right message. It also avoids the waste and frustration that come from working with outdated or inaccurate information.
At Insight Data, our team makes more than 20,000 live verification calls every month, speaking directly to fabricators, installers and suppliers across the UK. This ensures that Salestracker users always have access to the most current and reliable intelligence available. The system allows businesses to segment prospects, track performance and strengthen relationships, giving them a genuine competitive edge.
Behind the scenes, we are working on a new of version of Salestracker that will make accessing and interpreting data even faster and more intuitive. As the glazing industry continues to evolve, we are evolving with it, providing the insight and clarity companies need to stay one step ahead.
In challenging times, knowledge is more than power. It is the difference between reacting and leading. Those who understand their market best will not just survive this period of uncertainty; they will emerge stronger, more focused and ready for the opportunities that lie ahead.
www.insightdata.co.uk
