Recent market research has revealed that ‘security is leading the way’ when it comes to making composite doors more attractive to consumers.
A survey was conducted by hardware specialist, Winkhaus, in collaboration with supplier of market intelligence, Insight Data, targeting approximately 9,000 companies currently involved in the UK composite door market, whether they buy-in, manufacture or install.
Of the composite door suppliers surveyed, 36% said they choose to invest in better security options in order to stand out in the market place, while 24% said that they try to get more customers by offering lower prices and 20% opted for innovation as means of differentiation.
Although aesthetics play an important role in homeowners’ decision to go for composite rather than PVC-U, just 12% of the respondents said they are focusing on this area, while 4% think they are better off investing in sustainable credentials to win over ‘green’ customers.
Justin Harris, commercial director at Winkhaus, commented: “These results show that customers will value a door by its capacity to deliver on all fronts, and security is definitely leading the way.
“The industry now offers virtually unlimited colour choices, door styles, glass and hardware options, and we’re matching this diversity with our inter-changeable locking solutions.”
The market research also highlighted the industry’s great expectations for the composite door sector; 96% of all respondents think that composites will continue to take more market share from PVC-U over the next few years.