The UK’s heating market is poised for a significant transformation, driven by a desire to reduce carbon emissions and switch to cleaner energy sources. However, despite the growing adoption of heat pumps, many consumers remain hesitant due to misconceptions and high upfront costs. A survey commissioned by the Heating Trades Network, which represents heat pump installers, engineers, and small business owners, has shed light on the concerns and motivations of UK consumers. The poll, which involved over 2,000 participants, found that:
- More than two-thirds (65%) of respondents had not heard some of the widely cited concerns about heat pumps, including claims that they are only suitable for new-build homes and are very noisy.
- 61% had not heard that heat pumps do not work well in cold weather, and 51% were unaware that lots of insulation is needed to make the technology work effectively.
- However, over half (48%) of respondents were aware of the claim that heat pumps are more expensive to run than gas boilers.
The survey also revealed that a majority of consumers (56%) believed that heat pumps were too expensive for most people, while less than a fifth (19%) thought they were accessible to everyone. Nevertheless, nearly half (49%) would be willing to switch to heat pumps if electricity prices were adjusted to make them cheaper than gas heating, and more than a third (35%) would consider installing a heat pump if 0% financing was available to help with the costs. The key benefits of heat pumps, according to the survey, are lower energy bills, improved air quality, reduced environmental impact, and long-term increases in house value. However, these benefits are not enough to overcome the perceived high upfront costs.
| Perceived Benefits | Perceived Drawbacks |
|---|---|
| Lower energy bills | High upfront costs |
| Improved air quality | Perceived noise levels |
| Reduced environmental impact | Perceived limitations in cold weather |
| Long-term increases in house value | Perceived incompatibility with existing infrastructure |
A range of stakeholders, including the Government, fuel poverty campaigners, and industry experts, are calling for more support measures to make green heating a financially viable option for UK consumers.
“The boiler upgrade scheme has been successful in increasing heat pump take-up, but, for most people, the £7,500 grant does not go far enough,” said Michael Sammon, director of Ainsdale Gas and Heat Pumps and Heating Trades Network expert. “We need clearer communication around the genuine financial benefits and increased accessibility through improved support measures.”
“The data clearly demonstrates that cost is the priority for households when considering changing technologies,” said Matt Copeland, head of policy at fuel poverty campaign group National Energy Action. “It’s critical that support mechanisms are accessible, particularly for vulnerable and low-income households, if our energy transition is to be fair and affordable.”
“Government interventions to ensure affordable electricity are critical to making this transition equitable and achievable, and getting off gas controlled by people like Putin,” said Jess Ralston, from green think tank the Energy and Climate Intelligence Unit (ECIU).
A Department for Energy Security and Net Zero spokesperson highlighted the benefits of heat pumps, stating: “Our warm homes plan will make homes cheaper and cleaner to run, rolling out upgrades from new insulation to solar and heat pumps – with up to 300,000 homes to benefit from upgrades this year.” However, the spokesperson also acknowledged the need for further support measures to overcome the perceived high upfront costs. A Department for Energy Security and Net Zero spokesperson said:
“The energy shocks of recent years have shown the urgent need to upgrade British homes. We are helping more people get a heat pump through our £7,500 grant for households and they are three times more efficient than gas boilers, enabling families to save around £100 a year by using a smart tariff.”
Despite the challenges, the survey suggests that a majority of consumers are open to switching to heat pumps if cost makes sense. The key to unlocking this potential lies in providing clear communication and support measures to make green heating a financially viable option for UK consumers.
