The latest data from Tommy Trinder suggests that shifting market conditions are creating significant price pressure on premium window products, including flush casements, vertical sliders, and bifold doors. A recent analysis, based on over 200,000 quotes from 640 of the UK’s leading window installers over the last six months, reveals that margins are under pressure at the top end of the market. This has been highlighted by Chris Brunsdon, the founder and CEO of Tommy Trinder.
The Changing Market Landscape
When the cost-of-living crisis hit, homeowners under 50—particularly those with mortgages and high expenses—were severely affected, leaving them with limited funds to spend on home improvements. This led to a steep decline in demand for budget-friendly window options. The collapse of high-profile companies like UKWDG and Safestyle further emphasized the struggles faced by window firms focused on selling basic, white plastic windows.
In response to this downturn, savvy installers adapted quickly by diversifying their product offerings. Tommy Trinder’s platform saw a significant rise in the volume of aluminium, timber, and high-end PVC-U windows being quoted. Installers, previously accustomed to offering any color as long as it was white, and any handle as long as it was gold, quickly sought out more niche products such as flush casements, box sashes, and bifold doors, which were suddenly in high demand.
Price Pressure on Premium Products
As these premium products moved from being niche offerings to mainstream choices, the selling prices have come under significant pressure. The number of aluminium products sold has remained relatively flat, but the market value of aluminium has declined, dropping from 35% of the market share in 2022 to 29% in 2024. Similar trends have been seen in flush sash windows and vertical sliders, with prices for bifold doors even falling by 5%. In some areas, bifold doors can now be installed for under £1000 per leaf, a record low.
As Brunsdon highlights, “Installers are now offering increasingly complex product ranges just to stay competitive.”
Rising Demand for Streamlined Software Solutions
Despite the market challenges and falling prices, demand for Tommy Trinder’s software has never been stronger. In March alone, over 35 installation firms joined the platform. As Brunsdon points out, “The need to streamline and simplify quoting has never been more urgent. Installers are on the lookout for software that can impress homeowners and help them position themselves at the upper end of the market, making it easier to sell quality products to discerning customers. Tommy Trinder is proving to be the tool for the job.”
Conclusion: Navigating Market Shifts with Innovation
The glazing market is undoubtedly facing a shift. While demand for premium products is rising, price pressures are making it harder for installers to maintain margins. However, the key to success in this evolving market lies in diversification, innovation, and efficiency. By embracing advanced software tools, window installers can simplify processes, offer more complex product ranges, and position themselves to serve the discerning customer base that is increasingly demanding high-quality, energy-efficient products.
For those navigating this market shift, Tommy Trinder’s platform offers a solution to streamline quoting and improve operational efficiency, providing a much-needed edge in an increasingly competitive landscape.
Source: Tommy Trinder, as published on April 2, 2025, by winactive.