The latest research by specialist construction and home interiors PR agency Unhooked Communications shows that growth opportunities are on the horizon for KBB brands that can get to grips with the shifting priorities of today’s homeowners – Unhooked MD Claire Gamble explains.
New research from our Homes Unhooked 2025-2026 report shows one in 10 UK consumers are planning to renovate their kitchen, and the same percentage are considering a new bathroom within the next 12 months. Although these figures have declined slightly compared to figures from 2023, there are still signs of optimism for the industry, because despite an uncertain economy, homeowners aren’t abandoning home improvements altogether. Instead, they’re being more considered in their spending, prioritising high-quality, functional upgrades that deliver lasting value.
A market shaped by ‘improve, not move’
High interest rates, stagnant house prices and a sluggish property market are forcing many homeowners to stay put and invest in their current properties. One in 5 consumers surveyed said they would like to move but can’t afford to – up from 13% in 2023. This trend represents a key opportunity for the KBB industry as people start to realise it’s more feasible to look at ways of enhancing their existing homes, rather than move.
The research shows that homeowners are placing greater emphasis on renovations that enhance functionality and comfort, rather than purely cosmetic updates. This shift means businesses need to appeal to both emotional and practical motivations. Yes, kitchens and bathrooms need to look aesthetically pleasing, but they must also maximise the use of space and improve the way people live day-to-day.
What is driving consumer decisions?
Cost and value remain the biggest factors influencing home improvement decisions, but quality, longevity and style are also crucial. Consumers are not simply looking for the cheapest option; they are seeking products and services that offer true value and durability.
Trust plays a vital role, too. Over a third (35%) of consumers are influenced by positive recommendations, and 36% actively seek advice from industry specialists before making a purchase. Meanwhile, 48% want to support local businesses. As such, KBB brands that build credibility through independent reviews, expert advice, case studies and visible local presence, will be better placed to win over discerning homeowners.
Consumers now draw information from a mix of online sources, including YouTube, review websites and social media, as well as valuing in-store experiences. In fact, when it comes to purchases for the home, 61% of people want to see products in person before buying, proving that physical stores, showrooms and in-person experiences remain important. Businesses must therefore ensure they are present and consistent across multiple touchpoints, offering inspiring, educational and trustworthy content at every stage of the research and buying journey.
Opportunities for the KBB sector
Headline figures show that kitchens and bathrooms continue to be seen as key investments that add both financial and emotional value to a home, and there are clear ways for brands to tap into the market opportunities:
• Promote long-term value: Emphasise durability, functionality and timeless design in messaging and product development.
• Build trust: Use real customer stories, independent reviews, and expert insights to demonstrate quality and reliability.
• Showcase inspiration: Before-and-after case studies, video tours and trend insights inspire homeowners planning major projects.
• Offer expert advice: Act as a trusted advisor through in-person consultations, online guides and useful content.
• Stay visible across channels: Be discoverable through search engines, credible media outlets, social media and online reviews – but don’t forget the value of physical showrooms and experiences.
While the volume of planned big-budget renovations may have dipped slightly, the desire for stylish, well-designed and functional kitchens and bathrooms has not gone away. For consumers choosing to stay and improve, these rooms represent major investments, and the journey to research and plan their dream spaces is even more important. Brands that align with this emotional drive while addressing practical concerns like cost, durability and trust will stand out and capture the hearts and minds of consumers.
