New research from leading marketing consultancy Unhooked Communications reveals the growing trend of “improve, not move” will provide opportunities for building materials manufacturers, suppliers and merchants.
A growing number of UK homeowners are putting plans to move on hold and instead choosing to invest in their current homes. The new research shows one in five homeowners (20%) would like to move house but find it financially unfeasible, an increase from 13% in July 2023, and an ensuing shift which is “creating significant opportunities across the building materials and home improvement supply chain.”
The most popular home improvement plans include decorating (31%), landscaping (21%), laying new flooring (12%), installing new bathrooms (11%), fitting new windows or doors (11%), installing new kitchens (11%), creating home offices (9%) and home gyms (9%). Some are also planning bigger structural work, with 7% saying they’re planning a garage conversion, 6% a double storey extension, 6% a single storey extension, and 5% a loft conversion.
Sustainability and energy efficiency home improvements are also in consideration; 7% plan to install an EV charging point, 7% new insulation, 6% solar panels, 6% water conservation systems, and 5% heat pumps.
Although most people start their researching and planning journey online, 61% of homeowners want to see products and materials in person and 36% want to speak to industry specialists, including merchants, before buying.
Claire Gamble, Managing Director of Unhooked Communications, said: “Consumers are incredibly price-sensitive right now, but they’re also looking for quality and reliability when it comes to building materials. Manufacturers, suppliers and merchants who understand this mindset can play a vital role in informing and inspiring both the trade and end user.
“Whether it’s through samples, in-store displays, attractive showrooms, or advice at the counter, businesses that help builders and tradespeople sell more effectively to their homeowner clients will have a clear advantage over those who don’t.”
The research surveyed 2,001 UK adults and the full Homes Unhooked 2025-2026 report is available to download now at: weareunhooked.com/homes-unhooked-2025
