The Future is Colourful

In April's Glass Times magazine, Keystone Market Research’s Director, Charlotte Hawkes, reveals evolving homeowner colour preferences from our Consumer Trends report


Against a backdrop of challenging market conditions, our UK Consumer Fenestration Trends reports aim to highlight areas of growing interest among homeowners, providing valuable information for companies throughout the fenestration industry to tailor their offerings and make the most of emerging opportunities. Last month we covered the growing interest in garden rooms and triple glazing. This time we’re considering another area that’s getting increased attention: the popularity of colour. For years the industry has been associated with white, but what hues do homeowners currently favour, which demographics are more inclined towards non-traditional colours, and which shades are poised for future growth? The findings from our research may surprise you!



In our research, while white remains the perennial favourite for windows, commanding 45% of respondents' preferences, a deeper dive into demographic data reveals intriguing distinctions. While older homeowners (45+) exhibit a stronger affinity for white, the younger audience lean towards darker tones such as grey and black. Social grade variations highlight a preference for white among the less wealthy, whereas the wealthier favour grey options.



In contrast, for front doors, homeowners are more likely to experiment with colour. White represented just 26% of homeowner choices, followed by greys (18%) and black (14%). The demographic variances in this section were particularly interesting, with large swings in homeowner age, gender and region. Most notably though, the property age demographic showed that homeowners of older properties (pre-1995) are more likely to experiment with brighter door colours like red, pink and yellow, compared to owners of newer properties who leant towards more neutral colours of grey, black and wood-effect doors.

 GT Apr - DoorColourChartjpg

The Young Ones

A key trend emerging from our research is the pronounced influence of the younger generation on colour. Younger homeowners, particularly those in the 18-34 age bracket, are leading the charge towards non-traditional colours, embracing bold hues like dark greys and blacks. This demographic's inclination towards modern aesthetics signals a shift in design preferences that Keystone expect to shape the market in the years to come.


The Future is Colourful

We’ve just touched on some of our research findings, but it underscores the growing importance of colour in meeting consumer preferences, particularly as the younger generation gains greater purchasing power. By adapting to evolving trends, businesses can position themselves for success in a competitive landscape. The future undoubtedly holds a vibrant spectrum of opportunities for those willing to embrace the appeal of colour.


If you would like to read the full research findings, the first of our quarterly series of Consumer Trends reports is now available to purchase from our STORE