Sun Shines on Market Growth for Awnings

BY Courtney Huckabay

Rising disposable income coupled with urbanization is expected to surge demand over the forecast period, according to Grand View Research. Mounting demand for aluminum awnings in numerous applications, including commercial window, decorative, door and other residential will drive growth. In addition, as it serves as a protective coating its need will surge during the coming years.

"Increasing benefits – including energy saving, protection from sun, exterior enhancement, attractive signage, and outdoor living – are expected to be a major growth factor throughout the forecast period," Sherry James wrote in MedGadget. "However, prevalence of various regulations pertaining to restriction in sizes will challenge industry growth in the next seven years."

"Furthermore, high demand for retractable types on account of protection from harsh sun rays is expected to augment market penetration. Moreover, increasing requirements for quality retractable types in order to reduce heat gain, glare and interior fading will result in industry expansion."

Awning and canopy dealers should consider urban dwellers' needs and emphasize those offerings in advertising campaigns. The new AudienceSCAN survey reported Awning/​Canopy Shoppers are 62% more likely than average Americans to live in city, urban or metropolitan locations.

Doug Dubay, national sales manager for fabric manufacturer Recasens USA, foresees growth in the market through product innovation and diversification.

Retractable fabric pergolas are becoming very popular in Europe, and that trend is going to follow into North America as additional fabricators get into the market, promote the pergolas, and get them specified for commercial and high-​end residential applications,” he predicts. “We are in the process of introducing exciting fabrics that are more aesthetically pleasing than current pergola fabrics."

Awning retailers can consider gaining exposure through daily deals. The new AudienceSCAN survey found 49% of Awning/​Canopy Shoppers took action based on daily deals they saw in the past month.

In the next five to 10 years, I anticipate consumer expectations to continue to be heightened. Thus, they will seek options that offer more utility or function for greater value, all the while evolving in appearance to exceed their expectations,” Jonathan Gilmore, business development manager for fabrics and fibers at Twitchell Technical Products, predicts.

"Craig Zola, vice president of marketing and distribution for Herculite Products, notes a shift toward PVC-​based textiles with surface treatments that create the appearance of a woven fabric, such as Herculite’s Natura®, that also offer the benefits of being waterproof and inherently fire resistant."

Canopy dealers could promote their trendy and tough products through newspaper ads. According to the new AudienceSCAN research, 77% of Awning/​Canopy Shoppers took action after seeing newspaper (print, online, mobile or tablet) ads.

We may see advances in top-​coating technology that could potentially improve cleanability, durability, and smart-​fabric functionality,” he says. “Wouldn’t it be interesting to offer an awning or screen fabric that would allow the consumer to regulate its opacity with their smart phone?”

Andy Morse, president of Cleveland-​based Ohio Awning & Manufacturing Co., has noticed more metal being specified for commercial awnings. “I see that as a significant opportunity,” he says.

Demand for metal awnings, especially on commercial properties, has been a big change. It’s just the sense of what is in style: the industrial look.”

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.