Turning challenge into opportunity: Timber’s path through 2026

As 2026 gets underway, few in the woodworking and joinery sector would describe the trading landscape as straightforward. Businesses are operating against a backdrop of subdued demand, tightening regulation, rising costs and sustained pressure on margins, as Helen Hewitt, British Woodworking Federation (BWF) Chief Executive discusses

Within this, housebuilding remains sluggish, as do domestic repair, maintenance and improvement opportunities. However, within this cautious climate, there are clear opportunities for those prepared to adapt, collaborate and champion the value of timber with confidence and clarity.

Helen Hewitt, Chief Executive of the British Woodworking Federation (BWF) 

A market defined by uneven growth

Industry forecasts point to modest growth in UK construction during 2026, with projections of around 2.8%, according to the Construction Products Association’s State of Trade Autumn Forecast. That headline figure offers reassurance, but it masks the day-to-day reality experienced across our profession: difficulty predicting workloads, intense competition and clients who are understandably risk averse.

Growth is not evenly distributed, and there are specific areas of opportunity. High-quality commercial refurbishment, technically demanding fitouts and specialist joinery continue to show growth potential. These are also the areas where timber excels, due to its inherent sustainability, performance and longevity credentials.

But in an increasingly competitive environment, securing work is about more than price and product alone. Customers are looking for partners who can demonstrate competence, consistency and credibility. Independent certification, product traceability and a visible commitment to professional standards are no longer ‘nice to have’; they are becoming decisive factors in winning work.

Professionalism as a commercial advantage

Our latest BWF research reinforces this. The Championing Timber in the Home report found that professionalism now plays a central role in purchasing decisions. Over four in 10 (42%) housebuilders prioritise suppliers who belong to recognised industry schemes, while both homeowners (39%) and housebuilders (40%) consistently value membership of professional bodies.

This shift is significant, as it demonstrates how value is now judged. Accreditations and scheme memberships are not only indicators of best practice; they are commercial differentiators that help reduce risk, build trust and support long-term relationships.

For BWF members, adherence to our Code of Conduct and engagement with industry-recognised schemes, such as the BWF Fire Door Alliance and the BWF Stair Scheme, provide tangible reassurance to clients. That reassurance strengthens existing contracts and relationships while positioning businesses for future opportunities.

Closing the perception gap

Understanding the perceptions of homeowners and housebuilders is vital as businesses navigate the year ahead. The Championing Timber in the Home report highlights a disconnect between what homeowners value and how timber is currently perceived, revealing a sector-wide opportunity to improve education and awareness around timber’s benefits.

Homeowners consistently prioritise aesthetics, durability and environmental impact when making material choices, yet they don’t fully recognise these qualities in timber. Only a small proportion view timber as energy-efficient (14%), while just 12% believe it offers the best lifespan compared with alternative materials. As a result, many homeowners are missing out on the high performance and durability timber products can deliver.

There’s also widespread uncertainty around sustainability credentials, with four in 10 homeowners admitting that they don’t know which products to choose or which certifications to trust. This confusion presents a real opportunity for the sector to lead with clear, evidence-based messaging that cuts through misinformation and helps consumers understand what credentials and certifications to look for.

Timber’s inherent sustainability, repairability and longevity give it a compelling story. However, it’s essential that we tell that story consistently and credibly, supported by transparent data and proof of performance.

Skills, standards & the future workforce

While market conditions in 2026 remain changeable, one thing is clear: the long-term health of our sector depends on the next generation. Skills, competence and consistency are fundamental. High standards of training underpin quality, compliance and safety, and without them, growth is unsustainable.

Over the past year, the BWF has cemented its place as a lead organisation in shaping the policy environment that supports skills development across construction and manufacturing. By leading the Construction Coalition, a 30-organisation alliance, we successfully challenged proposed reforms to construction apprenticeships that risked undermining quality and safety across the built environment.

This collective action secured a pause in the proposed apprenticeship changes within construction and the built environment. In response, Skills England and the Department for Work and Pensions established a Task Force to address the concerns raised, giving the BWF and the Construction Coalition a meaningful voice in the review process.

The BWF’s and Construction Coalition’s letter to Government, alongside accompanying press coverage, has also provided a platform for other manufacturing sectors – including science and nuclear, food and drink, in addition to engineering – to raise similar concerns. This work is ongoing and the journey isn’t yet complete.

Alongside this policy activity, the BWF has continued its work on competence frameworks, including consultation on a proposed Route to Competence for Specialist Fire Door Installers and Site Carpenters and Joiners. Through our role on key working groups, we’ve led efforts to update the Wood Occupations and Passive Fire National Occupational Standards and align vocational qualifications with industry requirements. This ensures timber products are installed correctly, safely and in line with manufacturers’ intentions.

By maintaining robust training pathways, we’re helping companies meet their competence requirements under the Building Safety Act 2022 and future-proof workforce skills. This work also helps to champion the breadth of roles available to individuals seeking a fulfilling and lifelong career in woodworking and joinery.

Working together to unlock growth

Looking ahead, it’s clear that no single company can address the challenges facing our sector alone. Only by working together – to celebrate best practice, influence policy and raise awareness of timber’s benefits with clarity and confidence – can we strengthen the industry’s position and unlock new opportunities.

Timber has a central role to play in the built environment of the future. Our task now is to ensure that role is understood, trusted and valued by clients, policymakers and homeowners alike.

For more information, visit the BWF website: www.bwf.org.uk.