Due to increased new construction and remodeling activity in recent years, the home improvement window market has experienced rapid growth. Based on our regular U.S. Size of Market analysis, The Home Improvement Research Institute is seeing that the demand for windows is starting to shift.
So, what will homeowners and professional contractors look for when making window purchases this year? Here’s what home improvement manufacturers and retailers should know about current window trends.
The window market has seen substantial growth in recent years, both globally and within the United States.
A few quick figures:
In 2022 alone, the United States consumer window market grew 25.9% to a total of $7.0 billion.
Also in 2022, the United States professional window market grew 27.1% to a total of $8.26 billion.
Among consumers, the window market is predicted to continue this momentum through 2023, peaking at $7.2 billion for the consumer market before declining by 2 – 5% per year between 2024 – 2027.
Among Professional installers, 2023 through 2025 continue to look like solid years for segment growth, with upwards of $9 billion anticipated each year for the professional market before cooling in 2026 and 2027.
For a detailed look at specific CAGR forecasts in the window segment, download the latest U.S. Size of Market Report.
When it comes to drivers of window purchases, a HIRI survey of top-project priorities among homeowners shows that most products for window projects are purchased for a planned project.
The top two reasons for initiating a window replacement project are standard house maintenance or repair or for the benefit of energy utility cost savings.
Here’s how those purchase motivations translate into project type:
Planned repair/replace: 44%
Part of a remodeling project: 18%
Planned addition: 16%
Emergency repair/replace: 14%
Emergency addition: 5%
Recent trends point to a general rise in window installations for remodeling projects. However, HIRI forecasts that this trend will reverse among consumers in coming years and instead show increased installations by professionals for repair and maintenance reasons.
Regardless of the reason, homeowners report that the idea to take on a window replacement project most often emerges between January and May, with March being the most common month for making the decision to adopt the project.
This shows the best time to plan sales and marketing activities is throughout the first half of the year while project planning is high but the project is not yet initiated.
Wood windows are replaced most often, followed by aluminum.
Vinyl has long been the dominant replacement material chosen for regular windows, but recent years have seen an increase in competition from fiberglass.
Clad wood: 10.7%
Do note, however, that a majority of shoppers for storm window replacements choose aluminum (76.6%).
When selecting specific window products and materials, homeowners list the following features as the most important criteria:
Durability/being long lasting: 69%
Attractive appearance: 57%
Saving on utility costs/consuming less energy: 41%
With sustainability top of mind for many consumers, HIRI expects the demand for energy-efficient windows to increase in coming years. To remain competitive in the market and meet customer needs, manufacturers should prioritize the above features in their product design and marketing communications while considering adding new low-maintenance or energy-efficient options.
Taking a look at homeowner shopping behaviors, home centers are by far the most used supplier, with a majority of purchases happening in-store and online purchases continuing to account for over 20%. Online shopping for windows has decreased since 2020, but purchases through this channel remain considerably higher than in 2018.
Home center: 53%
Specialty store: 10%
Discount/department store: 10%
Hardware store: 9%
Warehouse club: 6%
Non-storefront retailer: 12%
Physical store: 55%
Purchase online and pick up in store: 20%
Some other way: 1%
Historical purchases dating back to 2014 indicate a decrease in popularity of discount/department stores and an increase in shopping at hardware and specialty stores.
Manufacturers may want to reconsider the mix of retailers that carry their window products in order to optimize exposure to target audiences.
According to the latest report, windows are a project that homeowners commonly opt to install on their own if they are able.
Paid professional: 28%
Shared install with another non-professional: 11%
Shared install with a paid professional: 9%
In contrast to homeowners, who typically install a small number of windows (63% report purchasing just one to four windows at a time), paid professionals are often hired to do more full-scale replacements.
Additionally, Pros hold more influence in window replacement materials decisions than other home improvement products, carrying an influential say in 38% of design based window selection decisions and 47% of functionality based window selection decisions.
As for whether window prices will need to continue to be adjusted in 2023 and 2024, that will depends on fluctuating demand. Current higher interest rates on home loans may prevent homeowners from replacing their windows unless for a repair and maintenance reasons.
Because demand for Pros for repair and replacement projects remains high, evaluate how your channel partner pricing models can keep demand strong and increase your market share.
The U.S. window market will continue to see growth in 2023, driven largely by repair and replacement needs and incentives being pushed for energy-efficient window materials to be installed.
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