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Energy Efficiency in the Home - UK - July 2010

The report looks at energy efficiency in the home, both in terms of the purchasing of products that reduce gas and electricity usage and the adoption of consumer behaviour that cuts energy consumption. It examines attitudes towards domestic appliances, central heating boilers and controls, energy-saving lightbulbs, loft and other home insulation and generating renewable energy at home using solar panels or wind generation.

  • UK homes account for around a quarter of all carbon emissions in the UK and the government has ambitions to encourage consumers to cut energy use. To date 2.2m homes have been insulated through government schemes by professionals and in addition to 38.8m square metres of loft insulation delivered through DIY stores.
  • More energy efficient lighting has also been progressing with over 22m lightbulbs distributed, around 55% of which went through retail outlets. Insulation (62.3%) and lighting (28.9%) account for the bulk of carbon saved through this initiative. Heating accounts for 5.6% of savings with the remainder made up of renewed appliances and micro electricity generation and heat pumps.
  • This has already affected retailing and many of the energy-using goods that householders buy. Mintel’s consumer research shows that the top three energy-saving products bought or installed in the home are energy-saving lightbulbs (65%), double glazing (59%) and loft insulation (53%).
  • Lightbulb replacement has been helped by give-away schemes from energy suppliers and councils, as well as by the phasing out of old-style 60 watt and 100 watt bulbs. These are, by some distance, ahead of other kinds of energy-saving products such as wall insulation or insulating the hot water tank, illustrating the potential to encourage consumers to make more effort to make savings. This will need a combination of legislation, education and innovative products and services.
  • Consumers already display sophisticated behaviour, demonstrating their awareness of energy-savings and their willingness to make lifestyle changes. More than half of consumers turn off the lights when leaving a room, only use a fully loaded washer or dryer, only boil as much water as needed in the kettle and control the heating to come on as required.
  • 30m adults in the UK are taking positive steps to reduce their energy consumption and the ABs (66%) appear to be slightly more inclined to do this. But there is much more to do, as four in ten consumers have not made an effort to reduce their energy consumption. And even though many appliances have eco-settings, not everyone is making full use of them.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

            • Breaking it into bite-size chunks
              • Break it down
                • Eco technology for the tech-novices
                  • Save time and money
                    • The bigger picture
                      • Right here, right now
                        • Entertain me!
                        • Market in Brief

                          • High level of environmental awareness
                            • Unwilling to pay more to save energy
                              • A cost-energy balance
                                • Incentives will drive replacement of larger items
                                  • Appliances need a range of added-value selling points
                                    • Smart metering rollout might confuse
                                      • Figure 1: Agreement with attitudinal statements to environmental issues, 2009
                                    • How much more needs to be done?
                                      • Energy saving’s top three
                                        • Figure 2: Equipment bought or installed in the home to save energy, April 2010
                                      • Over half of consumers are energy-thrifty
                                        • Figure 3: Action taken to improve energy efficiency in the home, April 2010
                                      • High-cost or complex installations least likely to be done
                                        • Figure 4: Attitudes towards energy efficiency in the home, April 2010
                                      • Slow housing market dampens demand
                                        • Higher appliance ownership
                                          • Strengths in the market
                                            • Weaknesses in the market
                                              • New building designs
                                                • What the retailers are doing
                                                  • Target groups
                                                    • Figure 5: Target groups for energy saving in the home, April 2010
                                                  • Outlook
                                                  • Internal Market Environment

                                                    • Key points
                                                      • Consumers are making changes
                                                        • Figure 6: Agreement with attitudinal statements to reducing energy use and switching suppliers, 2007-09
                                                        • Figure 7: Interest in energy saving and in new appliances, by age, 2009
                                                      • Inertia when it comes to switching
                                                        • How consumers think about environmental issues
                                                          • Figure 8: Attitudes towards environmental issues, 2005-09
                                                        • Unwilling to pay more
                                                          • Figure 9: Negative views on the environment, by age, 2009
                                                        • Youth more motivated by savings
                                                          • Me Me Me
                                                            • Gender divide
                                                              • Whose future is it?
                                                                • Join in
                                                                  • Consumers and their homes
                                                                    • Figure 10: Attitudes towards cooking and the home, 2005-09
                                                                  • Ready steady cook
                                                                    • Central heating
                                                                      • Figure 11: Ownership and purchasing of central heating, 2005-09
                                                                    • Scrapping old boilers
                                                                      • Use of fires
                                                                        • Double glazing
                                                                          • Figure 12: Ownership of glazing, 2005-09
                                                                        • Rising utility bills
                                                                          • Figure 13: Annual percentage changes in consumer price indices for electricity and gas, April 2009-March 2010
                                                                        • Gas and electricity use
                                                                          • Figure 14: Trends in domestic annual consumption of energy and gas, 2000-09
                                                                        • Seasonal variations in consumption
                                                                          • Figure 15: Trends in domestic consumption of energy and gas, 2000-09 (quarterly)
                                                                        • More lights used in winter
                                                                          • Gas consumption sees larger seasonal variations
                                                                            • Government targets for renewable energy
                                                                              • Government driving for domestic energy reductions
                                                                                • Smart metering rollout announced
                                                                                  • Labelling developments for electrical goods
                                                                                    • Simpler consumer labelling
                                                                                      • Europe wants even more recycling
                                                                                        • Most homes have some loft insulation
                                                                                          • Figure 16: Loft insulation in English housing stock, by thickness, 2007
                                                                                        • Government subsidies help to drive progress
                                                                                        • Broader Market Environment

                                                                                          • Key points
                                                                                            • Housing stock in the UK
                                                                                              • Figure 17: Dwelling stock, England, by year built – 31 March 2007
                                                                                            • Slow housing market
                                                                                              • Figure 18: Trends in the housing market, 2005-09
                                                                                            • Number and size of UK households
                                                                                              • Figure 19: UK households, by size, 2005-15
                                                                                            • The age structure of the population
                                                                                              • Figure 20: Trends in the age structure of the UK population, 2005-15
                                                                                              • Figure 21: Forecast adult population trends, by socio-economic group, 2005-15
                                                                                            • New houses more efficient
                                                                                              • Ownership of domestic appliances
                                                                                                • A house filled with gadgets
                                                                                                  • Figure 22: Repertoire of appliances owned, 2009
                                                                                                  • Figure 23: Ownership of 16 or more appliances, by socio-economic group, 2009
                                                                                                • TV usage
                                                                                                  • Figure 24: Number of hours spent watching TV on an average weekday, 2005-09
                                                                                                  • Figure 25: Spend five hours or more watching TV on average weekday, by socio-economic group, 2009
                                                                                                • Sharp rise in internet use
                                                                                                  • Figure 26: Hours spent using the internet in the last month, 2005-09
                                                                                              • Strengths and Weaknesses in the Market

                                                                                                • Strengths
                                                                                                  • Weaknesses
                                                                                                  • Who’s Innovating?

                                                                                                    • Key points
                                                                                                      • More eco housing to be built
                                                                                                        • npower giving free smart meters
                                                                                                          • Energy-saving features for white goods
                                                                                                            • Figure 27: Most important product features when choosing white goods, January 2010
                                                                                                          • AMDEA promoting change
                                                                                                            • Smart metering progress
                                                                                                              • Encouragement from the utility providers
                                                                                                                • B&Q’s One Planet Home
                                                                                                                  • Marks & Spencer – Living the values
                                                                                                                    • Tesco – Greener living
                                                                                                                      • E.ON – Free Energy meters
                                                                                                                        • Scottish Power
                                                                                                                          • npower
                                                                                                                            • British Gas
                                                                                                                              • EDF Energy
                                                                                                                              • The Consumer – Energy-saving Goods Bought or Installed

                                                                                                                                • Key points
                                                                                                                                  • Making energy savings
                                                                                                                                    • Figure 28: Energy-saving equipment bought or installed in the home, April 2010
                                                                                                                                  • Top three ahead by miles
                                                                                                                                      • Figure 29: Energy-saving equipment bought or installed in the home, top three, by age and socio-economic group, April 2010
                                                                                                                                    • Double glazing ranks second
                                                                                                                                      • Lag my loft
                                                                                                                                        • Easier to see loft insulation
                                                                                                                                          • Boilers and appliances make headway
                                                                                                                                            • Repertoire
                                                                                                                                              • Figure 30: Repertoire of energy-saving equipment bought or installed in the home to save energy, April 2010
                                                                                                                                              • Figure 31: Energy-saving equipment bought or installed in the home, by repertoire, April 2010
                                                                                                                                          • The Consumer – Steps to Improve Energy Efficiency

                                                                                                                                            • Key points
                                                                                                                                                • Figure 32: Statements on improving energy efficiency in the home, April 2010
                                                                                                                                              • Consumers’ behaviour is influenced by desire to make savings
                                                                                                                                                • Wealthy Achievers switch off the lights
                                                                                                                                                  • Higher social groups wait until a full wash load
                                                                                                                                                    • Don’t overfill the kettle
                                                                                                                                                      • Figure 33: Improving energy efficiency in the home, by age and socio-economic group, April 2010
                                                                                                                                                    • Heating when it’s needed
                                                                                                                                                      • Switch off, not standby
                                                                                                                                                        • High uptake of energy-saving lighting
                                                                                                                                                          • Figure 34: Fitted energy-efficient bulbs in all light fittings, by age and socio-economic group, April 2010
                                                                                                                                                        • More could use eco settings
                                                                                                                                                          • Tumbling the clothes
                                                                                                                                                            • Figure 35: Household set-up and laundry habits, January 2010
                                                                                                                                                        • The Consumer – Attitudes Towards Energy Efficiency

                                                                                                                                                          • Key points
                                                                                                                                                              • Figure 36: Statements on energy efficiency in the home, April 2010
                                                                                                                                                            • Energy efficiency influences one in four
                                                                                                                                                              • Don’t bother me with details
                                                                                                                                                                • Assessed for energy efficiency
                                                                                                                                                                  • Unaware of grants?
                                                                                                                                                                    • Micro-generation too costly
                                                                                                                                                                      • When the time is right
                                                                                                                                                                          • Figure 37: Attitudes towards energy efficiency in the home, energy ratings and running costs, by age and socio-economic group, April 2010
                                                                                                                                                                      • The Consumer – Target Groups

                                                                                                                                                                        • Key points
                                                                                                                                                                            • Figure 38: Marketing targets for energy efficiency, April 2010
                                                                                                                                                                          • Energy Naïve (22%)
                                                                                                                                                                            • What do they think?
                                                                                                                                                                              • Who are they?
                                                                                                                                                                                • What energy-saving measures have they taken?
                                                                                                                                                                                  • Marketing message
                                                                                                                                                                                    • Everything in moderation (39%)
                                                                                                                                                                                      • What do they think?
                                                                                                                                                                                        • Who are they?
                                                                                                                                                                                          • What energy-saving measures have they taken?
                                                                                                                                                                                            • Marketing message
                                                                                                                                                                                              • Switched On (14%)
                                                                                                                                                                                                • What do they think?
                                                                                                                                                                                                  • Who are they?
                                                                                                                                                                                                    • What energy-saving measures have they taken?
                                                                                                                                                                                                      • Marketing message
                                                                                                                                                                                                        • Energy dunces (25%)
                                                                                                                                                                                                          • What do they think?
                                                                                                                                                                                                            • Who are they?
                                                                                                                                                                                                              • What energy-saving measures have they taken?
                                                                                                                                                                                                                • Marketing message
                                                                                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                                                                                    • Figure 39: Agreement with attitudinal statements, by demographics, 2009
                                                                                                                                                                                                                    • Figure 40: Agreement with attitudinal statements, by demographics, 2009
                                                                                                                                                                                                                    • Figure 41: Ownership and purchasing of central heating, 2005-09
                                                                                                                                                                                                                    • Figure 42: Ownership and purchasing of glazing, 2005-09
                                                                                                                                                                                                                    • Figure 43: Annual percentage changes in consumer price indices for electricity and gas, April 2009-March 2010
                                                                                                                                                                                                                    • Figure 44: Trends in domestic consumption of energy and gas, 2000-09 (annual)
                                                                                                                                                                                                                    • Figure 45: Trends in domestic consumption of energy and gas, 2007-09 (quarterly)
                                                                                                                                                                                                                • Appendix – Broader Market Environment

                                                                                                                                                                                                                    • Figure 46: Ownership of appliances, 2005-09
                                                                                                                                                                                                                    • Figure 47: Repertoire of appliances owned, by demographics, 2009
                                                                                                                                                                                                                    • Figure 48: Number of hours spent watching TV on an average weekday, by demographics, 2009
                                                                                                                                                                                                                    • Figure 49: Household characteristics: Mean household size, by type of accommodation and number of bedrooms in England, 2004-07
                                                                                                                                                                                                                • Appendix – Consumer Energy-saving Goods Bought or Installed

                                                                                                                                                                                                                    • Figure 50: Most popular equipment bought or installed in the home to save energy, by demographics, April 2010
                                                                                                                                                                                                                    • Figure 51: Next most popular equipment bought or installed in the home to save energy, by demographics, April 2010
                                                                                                                                                                                                                    • Figure 52: Repertoire of equipment bought or installed in the home to save energy, by demographics, April 2010
                                                                                                                                                                                                                • Appendix – Consumer Steps to Improve Energy Efficiency

                                                                                                                                                                                                                    • Figure 53: Most popular statements on improving energy efficiency in the home, by demographics, April 2010
                                                                                                                                                                                                                    • Figure 54: Next most popular statements on improving energy efficiency in the home, by demographics, April 2010
                                                                                                                                                                                                                    • Figure 55: Other statements on improving energy efficiency in the home, by demographics, April 2010
                                                                                                                                                                                                                    • Figure 56: Repertoire of statements on improving energy efficiency in the home, by demographics, April 2010
                                                                                                                                                                                                                • Appendix – Attitudes towards Energy Efficiency

                                                                                                                                                                                                                    • Figure 57: Most popular statements on energy efficiency in the home, by demographics, April 2010
                                                                                                                                                                                                                    • Figure 58: Next most popular statements on energy efficiency in the home, by demographics, April 2010
                                                                                                                                                                                                                    • Figure 59: Other statements on energy efficiency in the home, by demographics, April 2010
                                                                                                                                                                                                                • Appendix – Target Groups

                                                                                                                                                                                                                    • Figure 60: Target groups, by demographics, April 2010
                                                                                                                                                                                                                    • Figure 61: Statements on energy efficiency in the home, by target groups, April 2010
                                                                                                                                                                                                                    • Figure 62: Equipment bought or installed in the home to save energy, by target groups, April 2010
                                                                                                                                                                                                                    • Figure 63: Statements on improving energy efficiency in the home, by target groups, April 2010
                                                                                                                                                                                                                    • Figure 64: Repertoire of equipment bought or installed in the home to save energy, by target groups, April 2010
                                                                                                                                                                                                                    • Figure 65: Repertoire of statements on improving energy efficiency in the home, April 2010

                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                • Asda Group Ltd
                                                                                                                                                                                                                • Association of Manufacturers of Domestic Electrical Appliances
                                                                                                                                                                                                                • Co-operative Group
                                                                                                                                                                                                                • Comet Group Ltd
                                                                                                                                                                                                                • Council of Mortgage Lenders
                                                                                                                                                                                                                • Energy Saving Trust
                                                                                                                                                                                                                • Government Actuary's Department (GAD)
                                                                                                                                                                                                                • J. Sainsbury
                                                                                                                                                                                                                • Kantar Media
                                                                                                                                                                                                                • Kingfisher UK & Ireland
                                                                                                                                                                                                                • Marks & Spencer
                                                                                                                                                                                                                • Tesco Plc
                                                                                                                                                                                                                • Waitrose
                                                                                                                                                                                                                • Wm Morrison Supermarkets

                                                                                                                                                                                                                Energy Efficiency in the Home - UK - July 2010

                                                                                                                                                                                                                £1,995.00 (Excl.Tax)