5 Home Improvement Products Losing Search Demand in 2025 (And the 3 Taking Over)

November 11, 2025

Between January and July 2025, UK homeowners conducted 41.96 million searches for home improvement products. The results reveal a market in transition.

Garden office searches collapsed by 55%. Conservatory demand continues to decline. Even generic searches for double glazing and composite doors are trending downward across the board.

Meanwhile, kitchen remodel searches surged 84% year-on-year. Small office home office (SOHO) queries jumped 45%. And specific branded products are dominating search volumes whilst their generic equivalents fade.

This data comes from Purplex’s State of the Industry analysis, covering August 2021 through July 2025, and represents real search behaviour from UK consumers actively looking for home improvement solutions.

If your marketing strategy still targets 2021’s trending products, you’re fighting against the market. If your sales focus remains on what used to work, you’re missing what customers actually want right now.

This article examines verified search data across fenestration, home improvement, and outdoor living categories. You’ll discover which products are losing consumer interest, which are gaining momentum, and what this shift means for business strategy moving forward.

Understanding the data: What 41.96 million searches tell us

Before examining specific trends, it’s important to understand the methodology behind these findings.

The analysis covers search volume data from Google Keyword Planner spanning August 2021 through July 2025. Seed keywords were expanded to capture variations, and monthly search volumes were analysed for year-on-year and month-on-month changes across three primary categories: fenestration and glazing, home improvement and renovation, and outdoor living and garden structures.

According to the research, total home improvement demand in 2025 year-to-date reached 41.96 million searches, down 5.2% from 2024. Within fenestration specifically, total search demand for January–July 2025 versus the same period in 2024 declined by 5.7%.

It’s important to note that these figures represent online interest rather than confirmed transactions. Short-term spikes can be influenced by media coverage or temporary trends. However, the data provides directional insight into market sentiment and consumer priorities.

Why does search behaviour matter? Because it serves as an early warning system. Before sales decline, search interest declines. Before markets shift, consumer curiosity shifts. Businesses monitoring search trends gain a six-to-twelve-month advantage over those relying solely on sales data.

The UK home improvement market was valued at £11.2 billion in 2024, with projections indicating growth to £16.67 billion by 2033. However, this growth isn’t evenly distributed across product categories. Some segments are expanding rapidly, whilst others contract significantly.

Data Source	Coverage
Total searches analysed	41.96 million (Jan–Jul 2025)
Time period	August 2021 – July 2025
Categories covered	Fenestration, home improvement, outdoor living
Methodology	Google Keyword Planner, YoY and MoM analysis

The 5 products homeowners have stopped searching for

The data reveals clear decline patterns across multiple product categories. Whilst this doesn’t mean demand has disappeared entirely, it indicates fewer people are actively searching and that represents your early warning of market contraction.

1. Garden offices: Down 55% year-on-year

Generic “garden office” searches experienced a 55% year-on-year decline, representing one of the steepest drops across all home improvement categories. This represents a complete reversal from the pandemic-era surge when garden offices dominated home improvement spending.

According to Barbour ABI’s Domestic Garden Buildings and Structures Market Report, the UK garden buildings market saw significant recovery in 2021 with an 11% increase, fuelled by work-from-home norms. However, economic pressures led to decreases in 2023 and the first quarter of 2024.

Market context:

The Office for National Statistics reports that 28% of working adults in Great Britain worked in a hybrid pattern between January and March 2025. This represents a shift from fully remote working towards hybrid arrangements, reducing the urgent need for dedicated garden office spaces.

Furthermore, remote working statistics show that the number of people working exclusively from home decreased by 17% between 2022 and 2025, suggesting the pandemic-driven demand for garden offices was temporary rather than permanent.

What this means:

If garden offices represented a significant portion of your business in 2021-2022, the data suggests this segment is contracting rapidly. Return-to-office mandates, market saturation from three years of heavy installation, and economic uncertainty are all contributing factors. Homeowners who invested in garden offices during lockdown now have less incentive to purchase additional structures.

However, and this is important, whilst generic “garden office” searches declined 55%, the data shows “small office home office” searches increased 45%. This distinction matters significantly, and we’ll explore it further when examining growth categories.

Time Period	Garden Office Search Pattern	Trend
Pandemic era (2020-2022)	High demand driven by work-from-home mandates	📈 Peak
2023	Return-to-office begins, demand softens	📉 Declining
2024	Decline continues	📉 Declining
Jan–Jul 2025 (YoY)	55% decrease vs the same period 2024	📉📉 Collapse

Note: 2025 figure represents January–July 2025 compared to January–July 2024, based on State of the Industry data.

2. Conservatories and orangeries: Steady decline continues

According to the State of the Industry data, conservatories, garden rooms, and orangeries all show declining search patterns. This represents a continuation of a long-term trend rather than a sudden collapse.

The data indicates that generic conservatory searches are down, as are searches for orangeries. However, there’s an important nuance: “modern conservatory extension” appears in the trending upward category, suggesting the concept isn’t dead; it’s evolving.

Market context:

Conservatories face several structural challenges. Thermal performance concerns, too hot in summer, too cold in winter, have long plagued traditional designs. Changing aesthetic preferences, particularly among younger buyers who favour open-plan living integrated into the main house, also contribute to declining interest.

What this means:

The distinction between “conservatory” and “modern conservatory extension” matters. Searches decline for traditional conservatories with polycarbonate roofs and inadequate climate control. Interest exists for contemporary glass extensions with proper insulation, year-round usability, and modern aesthetics.

For businesses heavily dependent on conservatory sales, this suggests repositioning is necessary. Marketing messages emphasising “conservatories” may be less effective than positioning offerings as “glass extensions,” “garden rooms,” or “contemporary living spaces” with explicit reference to thermal efficiency and modern design.

Solid roof conservatory conversions represent a potential alternative revenue stream, as thousands of existing conservatories remain unusable for significant portions of the year.

3. Generic double glazing and fenestration: Declining across the board

The State of the Industry data shows a comprehensive decline across generic fenestration categories. Searches for “uPVC windows,” “timber windows,” “aluminium windows,” “double glazing,” and “composite doors” all trend downward or flat.

Total fenestration search demand for January–July 2025 versus January–July 2024 declined by 5.7%.

However, and this creates a crucial distinction, branded searches are increasing. The data specifically notes that “branded queries (e.g. Solidor, Veka) are increasing” and that “brand recognition and trust play a growing role in consumer decision-making.”

Specific branded products showing search spikes include: Solidor front door, Veka composite doors, black aluminium bifold doors, sage uPVC windows, and bespoke bifold doors.

Market context:

The UK double-glazing market is mature. Most homes already have double glazing installed. Replacement cycles for quality windows extend 20-25 years, naturally contracting the market as fewer first-time installations occur.

More significantly, consumer behaviour has shifted from generic product searches to branded or highly specific searches. Someone researching windows in 2025 is more likely to search “Solidor front door” or “sage green uPVC windows” than generic “double glazing.”

What this means:

Generic PPC campaigns targeting broad fenestration terms are becoming less cost-effective. You’re bidding on keywords with declining search volume, resulting in higher cost-per-click for fewer conversions.

Brand partnerships, approved installer status, and specialist positioning become increasingly important. Being aligned with recognised brands (Solidor, Veka, etc.) provides visibility in branded searches that are actually growing. Alternatively, building your own brand through content marketing and local reputation becomes essential.

Niche specifications outperform generic positioning. Marketing “sage green uPVC windows” or “black aluminium bifold doors” captures specific intent that generic “we fit windows” messaging misses entirely.

4. Laminate, vinyl, and Karndean flooring: Down 8%

The State of the Industry data indicates that laminate, vinyl, and Karndean flooring terms declined 8% year-on-year. However, this decline is partially offset by interest in LVT (luxury vinyl tile) and herringbone styles, suggesting a shift within the category rather than abandonment of flooring projects entirely.

Market context:

According to Hillarys’ UK Home Renovation Trends report, sales figures for flooring grew by 72.1% between 2020-2025. However, this growth appears concentrated in specific premium segments rather than generic flooring products.

The flooring market has become highly commoditised. Homeowners can purchase laminate from numerous suppliers at similar prices, and DIY options from large retailers have captured market share from professional installations.

What this means:

If flooring represents part of your offering, differentiation on premium materials and specific styles becomes critical. The data suggests interest in LVT and herringbone patterns, indicating consumers seek quality and design rather than the cheapest available option.

Professional installation expertise, rather than product availability, becomes the primary value proposition. Homeowners can buy flooring anywhere; guaranteed performance and longevity from expert installation distinguish professional services.

5. Gazebos and generic garden structures: Declining demand

The State of the Industry data shows that gazebo searches are down, whilst generic “pergola” searches remain stable but show no growth. However, search demand for outdoor living fell by 7.7% year-on-year in January–July 2025 compared to 2024.

Importantly, specific functional products show different patterns. “Aluminium pergola with roof,” “retractable awning for house,” “outdoor kitchens,” and “composite timber decking” all appear in the upward-trending category.

Market context:

The State of the Industry commentary notes that “the particularly hot summer is likely driving interest in awnings and pergolas,” suggesting weather patterns influence demand for specific outdoor products.

What this means:

The shift appears to be from decorative, temporary structures towards functional, permanent installations. Homeowners want integrated outdoor living solutions rather than garden accessories that require seasonal setup and storage.

Weather protection and year-round usability drive purchasing decisions. Products offering shade during hot summers and weather protection during rain are gaining traction over purely decorative structures.

The 3 products homeowners ARE searching for

Whilst overall home improvement search demand declined 5.2%, specific product categories show significant growth. These represent clear opportunities for businesses willing to adapt their offerings.

1. Kitchen remodels: Up 84% year-on-year

The State of the Industry data reveals that kitchen remodel searches increased 84% year-on-year, with overall kitchen-related searches up 10.7%. This represents the strongest growth across all home improvement categories analysed.

Supporting data:

The 2025 UK Houzz Kitchen Trends Study confirms this pattern, reporting that median spend for kitchen renovations increased 34% to £17,500, up from £13,000 in 2024. For large kitchens (100+ square feet), median spend reached £20,000.

According to the Houzz research, 29% of renovating homeowners cite “having the financial means” as a top motivation for starting kitchen updates, suggesting that selective economic confidence has returned for this category.

The study also found that 93% of homeowners hired professionals for kitchen projects, with tradespeople in the highest demand (61%), followed by kitchen fitters (45%) and kitchen designers (44%).

Market context:

Several factors appear to drive kitchen demand. According to Hillarys’ renovation statistics, kitchen renovations are anticipated to grow by 73% by the end of 2025 compared to 2021 search volumes, making them one of the most commonly searched home improvement terms.

The UK home improvement market analysis indicates that 21% of Brits plan to invest in home improvements in 2025, with kitchens representing a priority category due to their high return on investment and impact on daily life.

What this means:

For window and door companies, kitchens represent a clear diversification opportunity. Kitchen renovations typically involve new windows (particularly above sinks) and often include bifold or French doors opening to gardens. Being present in the kitchen conversation positions you for related fenestration work.

For broader home improvement firms, the data validates kitchen investment. Demand is proven, margins are strong, and homeowners actively search for these services. Finance options become particularly important given the higher ticket values.

Kitchen projects often trigger additional work. A homeowner investing £17,500 in their kitchen is demonstrating spending capability and home improvement intent. This creates opportunities for related products: flooring, lighting, extensions, and eventually other rooms.

Kitchen Metric	2024 Figure	2025 Figure	Change
Median renovation spend	£13,000	£17,500	+34%
Large kitchen spend	£15,000	£20,000	+33%
Search volume (YoY)	Baseline	Kitchen remodel	+84%
Overall kitchen category	Baseline	All kitchen terms	+10.7%

Sources: Purplex State of the Industry data, Houzz UK Kitchen Trends Study 2025

2. Small office home office (SOHO): Up 45%

The State of the Industry data shows “small office home office” searches increased 45% year-on-year. This directly contrasts with the 55% decline in generic “garden office” searches, revealing an important market shift.

The distinction:

SOHO typically refers to interior conversions, repurposing spare bedrooms, dining rooms, or understairs spaces into functional work areas. These are integrated into the home rather than separate garden buildings.

SOHO conversions offer several advantages: lower cost than garden office construction, faster implementation, no planning permission typically required, year-round usability with existing heating and cooling, and multi-functional potential (office by day, guest room or hobby space as needed).

Market context:

According to ONS data, 28% of working adults in Great Britain hybrid worked between January and March 2025, representing more than one in four workers. This hybrid pattern, working from home some days, office others, creates ongoing demand for home workspace.

However, research shows that 40% of employers now require staff to work from the office five days per week, and 62% of CEOs believe everyone will return to office working by 2027. This uncertainty makes expensive garden office investments less attractive compared to more affordable SOHO conversions.

What this means:

For businesses that abandoned garden offices as demand collapsed, SOHO conversions represent an alternative market. These projects still require windows, doors, flooring, lighting, and potentially structural modifications, all representing revenue opportunities.

The lower price point and faster completion make SOHO conversions more accessible during economic uncertainty. Homeowners can create a dedicated workspace for £5,000-£10,000 rather than £20,000-£40,000 for garden offices.

Marketing messaging matters: “Work from home without the garden build” or “Transform your spare room into a professional workspace” targets the same underlying need (home office space) but positions a more affordable, practical solution.

3. Replacement front doors: Trending upward

The State of the Industry data shows “replacement front door” searches trending upward, even as overall fenestration demand declined 5.7%. Additionally, branded door searches, Solidor front door and Veka doors appear among the spiking search terms.

Market context:

Front doors represent an accessible entry point for home improvement spending. Compared to full window replacements or extensions, doors offer manageable cost, quick installation with minimal disruption, and immediate kerb appeal impact.

We’ve explored this trend extensively in our article Why You’re Getting More Door Leads (And How to Turn Them Into Your Best Customers), which examines how door installations serve as trust-building starter projects that can lead to significantly larger work.

What this means:

Door enquiries shouldn’t be dismissed as small jobs. They represent opportunities to build customer relationships that can develop into substantially more valuable projects over time. A homeowner who invests £2,200 in a door installation is demonstrating both spending capability and trust in your business.

The shift towards branded searches (Solidor, Veka) rather than generic “composite door” searches reinforces the importance of brand alignment. Homeowners increasingly search for specific brands they’ve researched, meaning approved installer status for recognised brands provides visibility in growing search categories.

The trend reshaping everything: Brand versus generic

Beyond specific product categories, the State of the Industry data reveals a fundamental shift in how consumers search. The research explicitly states: “Generic queries such as composite doors and double-glazed windows are trending down or flat, while branded queries (e.g. Solidor, Veka) are increasing. This suggests that brand recognition and trust play a growing role in consumer decision-making.”

The pattern across categories:

Declining (generic searches):

• Composite doors
• Double glazing
• Garden office
• Conservatory
• uPVC windows

Growing (branded or specific searches):

• Solidor front door
• Veka composite doors
• Sage uPVC windows
• Black aluminium bifold doors
• Bespoke bifold doors
• Modern conservatory extension

What this means:

Consumer behaviour has shifted from broad product research towards specific brand or specification searches. Someone searching “Solidor front door” has progressed further through the buying journey than someone searching generic “front doors.” They’ve researched, formed preferences, and seek suppliers for specific products.

For businesses, this creates strategic choices:

Option 1: Align with established brands

Pursue approved installer status with recognised manufacturers. Invest in co-marketing opportunities. Leverage brand reputation to capture customers searching for those specific products. The brand handles awareness building; you capture the demand.

Option 2: Build your own brand

Commit to long-term content marketing, local PR, and reputation building. Position as specialists with recognised expertise. Accumulate reviews and testimonials that create social proof. This approach is slower but provides more control and potentially better margins.

Option 3: Accept commoditisation

Continue with generic positioning. Compete primarily on price. Become increasingly dependent on lead generation companies. Accept shrinking margins and reduced visibility in search. This represents the path of least resistance but offers limited long-term viability.

The data suggests that Options 1 and 2 represent sustainable strategies, whilst Option 3 leads to increasing difficulty as generic search volumes continue declining.

What businesses should do with this information?

Data only creates value when translated into action. Based on the search trends documented in the State of the Industry research, several strategic responses emerge.

Audit your product mix against market demand

Compare your current revenue distribution against the search trend data. If significant revenue depends on categories showing 50%+ decline (garden offices) or steady contraction (conservatories, generic fenestration), you face strategic risk requiring immediate attention.

Calculate what percentage of revenue comes from declining categories. Identify which growing categories align with your existing capabilities. Determine gaps between current offerings and market demand.

Reallocate marketing investment from declining to growing categories

Review PPC spending on keywords with declining search volume. Generic terms like “garden office” or “conservatory” represent diminishing returns. Calculate annual waste from spending against contracting demand.

Shift budget towards categories showing growth: kitchen-related marketing, SOHO conversion positioning, branded door campaigns, and outdoor living products with specific functionality (awnings, aluminium pergolas with roofs, outdoor kitchens).

For businesses using lead generation strategies, understanding which product categories attract searches helps focus investment where genuine demand exists.

Consider product diversification or partnerships

The 84% increase in kitchen remodel searches represents a clear opportunity. For window and door companies, this might mean partnering with kitchen fitters for integrated projects. For broader home improvement firms, it validates adding kitchen capabilities if not currently offered.

The 45% increase in SOHO searches suggests opportunity in interior home office conversions, requiring different skills (interior work, electrics, potentially plastering) than garden office construction, but serving similar customer needs.

Our guide on Home Improvement Marketing Ideas explores how to position diversified offerings effectively.

Strengthen brand positioning

Given that branded searches increase whilst generic searches decline, brand strength becomes increasingly important. This means either aligning with recognised manufacturers or investing in building your own brand recognition.

For guidance on this strategic choice, our article on how to choose the right marketing agency explores how professional marketing support can accelerate brand building.

Market forces and economic context

The search trends documented in the State of the Industry data don’t exist in isolation. Broader economic and market factors provide context for understanding why these shifts are occurring.

According to Euromonitor analysis, consumer demand for home improvement in the UK in 2025 is expected to experience modest growth, although this remains limited due to ongoing market challenges. Retailers have highlighted a sluggish housing market and cautious consumer spending as key factors tempering growth.

The Nationwide House Price Review notes that housing market activity proved resilient in 2024 despite ongoing affordability challenges, with house price growth approaching 4% by November 2024. However, affordability remains stretched by historic standards.

According to IMARC Group projections, the UK home improvement market reached $14.4 billion in 2024 and is expected to reach $21.6 billion by 2033, exhibiting a growth rate of 4.3% during 2025-2033. However, this growth isn’t evenly distributed; some categories expand whilst others contract significantly.

These broader market conditions help explain the search patterns:

Why expensive discretionary items decline: Garden offices, conservatories, and other high-ticket non-essential purchases become harder to justify when economic uncertainty increases. Homeowners prioritise essential maintenance and high-ROI investments (kitchens) over luxury additions.

Why branded searches increase: When spending, consumers want assurance. Known brands provide perceived safety. In uncertain times, trust becomes more valuable, driving preference for recognised names over generic alternatives.

Why kitchens remain strong: Kitchens deliver a clear return on investment, improve daily quality of life, and often become necessary rather than optional (worn-out kitchens require replacement regardless of economic conditions). According to ROI analysis, kitchen improvements historically offer approximately 50% return on investment.

Looking ahead: What the data suggests about future trends

Whilst the State of the Industry data documents what has happened through July 2025, the patterns suggest likely future developments.

The shift from generic to branded searches appears structural rather than temporary. As long as economic uncertainty persists, consumers will likely continue seeking the reassurance brands provide. This suggests the ongoing importance of brand alignment or brand building.

The distinction between declining garden offices and growing SOHO conversions indicates that underlying needs (home workspace) remain relevant, but preferred solutions evolve. This pattern might apply to other categories, not abandonment of the need, but evolution of the solution.

The kitchen growth trend aligns with broader market analysis, suggesting homeowners prefer improving existing properties over moving. According to research from Häfele UK, a third of UK homeowners prioritise home improvements over moving house, with 46% planning some form of home improvement project.

However, prediction requires caution. The State of the Industry commentary notes that “short-term spikes are sometimes influenced by media or temporary trends.” For example, the research suggests “the particularly hot summer is likely driving interest in awnings and pergolas”, a weather-dependent demand that might not persist.

Get the complete State of the Industry data

This article highlights key findings from Purplex’s State of the Industry – September 2025 report, which analysed over 40 million searches across fenestration, home improvement, and outdoor living categories from August 2021 through July 2025.

The analysis provides directional insight into market trends, consumer priorities, and demand shifts that can inform strategic planning for home improvement businesses operating in the UK market.

If you’re interested in understanding how these market trends affect your specific business, our team can discuss the data in the context of your product mix, target markets, and growth objectives.

Contact Purplex Marketing:

• Call us: 01934 808132
• Email us: grow@purplexmarketing.com
• Contact form: Visit our contact page

With over 20 years of experience in the home improvement and construction sectors, Purplex works with businesses to align marketing strategy with verified market demand rather than assumptions or outdated patterns.

Related reading

If you found this market analysis useful, these articles provide additional context and practical guidance:

• • Why You’re Getting More Door Leads (And How to Turn Them Into Your Best Customers)
    Analysis of the replacement front door trend mentioned in this article, with conversion strategies for turning door installations into long-term customer relationships.
  • Lead Generation: Ultimate guide to generating business leads
    Comprehensive examination of building lead generation strategies aligned with actual market demand rather than declining product categories.
  • Five lead generation strategies and tactics for growth
    Practical approaches to creating and refining lead generation systems that convert enquiries into customers.
  • Home Improvement Marketing Ideas | 30 Ways to Win More Leads
    Thirty proven marketing tactics for home improvement businesses in 2025, from local SEO to content marketing.
  • How to choose the right marketing agency for your installation business
    Guidance for businesses considering professional marketing support to navigate market transitions.
  • Why You’re Getting More Door Leads (And How to Turn Them Into Your Best Customers)
    A deep dive into the replacement front door trend mentioned in this article, with a complete strategy for converting door installations into long-term customer relationships worth £10,500+.

For ongoing market insights and analysis, visit the Purplex news section.

This entry was posted in Marketing Strategy