the window market | Italy

1.1 Definition and scope of study

Windows are openings constructed on buildings in order to create an opening to the outside.

They are manufactured from a variety of materials, including PVC, wood and aluminum.

The sale of windows takes place mainly during the period of construction or during the period of renovation of buildings. 

Windows can be differentiated according to the type of opening (i.e. the movement that the sash makes), among them we find:

·      Casement opening;

·      Tilt and turn opening or vasistas;

·      Tilt and turn opening;

·      Sliding opening;

·      Pivoting opening;

·      Folding opening. 

Globally, the window market can be estimated to be growing after a period of slight decline (between 2008 and 2016). It was estimated that in 2020 the value of this market was $12 billion and is projected to grow to $17.2 billion by 2026, growing at a CAGR of 6.1%. PVC accounts for almost 2/3 of the market, ahead of aluminum and wood. 

Also in Italy, the window market can be defined as growing after a period of decline. In fact, it is estimated that in the period between 2018 and 2019 there has been a recovery in consumer demand for windows. This increase in demand for windows also stems from the tax bonuses provided by the government for energy replacement and renovation. 

Most windows are sold for the building renovation market while far fewer units are sold in residential. 

The most chosen windows by Italians are PVC windows (these represent 39% of total consumer demand for windows), due to their lower average selling price and good thermal performance. 

The lower cost of windows made with this material also comes from importing them from countries where production costs and labor are cheaper.