Homeowners are viewing the transition to heat pumps as a “high stakes gamble”, a leading consumer group has warned, citing a raft of concerns beyond just the initial expense.
Research by Which? reveals householders are apprehensive about the installation market being a “Wild West”, alongside uncertainties regarding future energy bills, home warmth, and the potential impact on property resale value.
The consumer champion is urging the government to ensure heat pumps become a “straightforward, safe and affordable option” for the public.
These clean electric heating systems are considered vital for decarbonising UK homes, many of which still rely on gas or oil boilers.
While installation costs are higher than traditional boilers, a £7,500 government grant and recent spikes in gas prices have spurred greater interest.
Furthermore, the independent Climate Change Committee suggests households could save hundreds of pounds annually in the coming decades as the nation electrifies its energy supply.
But adoption of the tech is still much slower than it needs to be to meet climate targets, and the research from Which? highlights it is not just the upfront cost and disruption of installing the new systems that is holding people back.
A report from the organisation used surveys and more in-depth interviews and focus groups to uncover the “psychological barriers” that need to be addressed to boost installation of the tech.
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The survey of more than 1,000 homeowners who had looked into getting a heat pump but decided against it found a third (33%) said there were too many long-term uncertainties and 29% agreed that “the investment feels too much of a gamble”.
Consumers do not see heat pumps as a home upgrade such as a bathroom or kitchen where there will be an immediate tangible payoff, and swapping out a known boiler for a heat pump feels like a high risk, the report said.
Installing one is a big decision that could affect their future energy bills, and the warmth, comfort and saleability of their homes, while heat pumps do not have the reassurance of a “tried and tested” technology.
Many homeowners are unsure they will live in a property long enough to see a return, and worry about prospective buyers and property devaluation, Which? said.
And the “heat as a service” contract models to remove upfront costs trigger “deep emotional resistance” with people objecting to leasing agreements that they fear could trap them facing price hikes or falling victim to scams.
Another major driver of anxiety is the perception the heat pump installation market is a “Wild West” with inconsistent advice and “cowboy” builders, with homeowners keen to see a recognised, rigorous standard of authority similar to the Gas Safe register or Corgi they can trust.
The Microgeneration Certification Scheme (MCS), which aims to provide that assurance, is currently “an invisible solution” which people are not aware of, the report warned.
Sue Davies, Which? head of consumer protection policy, said: “Home heating is a costly but essential lifeline in the UK, so it is fully understandable that consumers perceive heat pumps as a high stakes gamble in the absence of robust protections and greater clarity about the impact on their future energy bills.
“Interest in heat pumps is steadily growing, but homeowners are being held back by high upfront costs, uncertainty about running costs and a lack of confidence in technology that is still unfamiliar for many.
“To support consumers considering a heat pump the Government needs to ensure they are a straightforward, safe and affordable option.”
The Government needs to reduce the price of electricity through removing environmental and social levies from power bills, and helping homeowners to access the right “smart tariffs” that can cut their bills, Which? said.
Ministers should also incentivise the use to performance monitoring technology, to ensure installers put in efficient systems and help homeowners hold them to account.
And a “warm homes guarantee” – a straightforward government-backed assurance scheme that includes a commitment that any problems will be put right quickly and without hassle – needs to be introduced.
The Government must introduce promised zero or low interest loans to help with the costs of heat pumps, provide consistent, reliable advice, and address homeowners’ questions and concerns about new financial products and make sure they do not make selling a home more difficult, Which? urged.
A Department for Energy Security and Net Zero (DESNZ) spokesperson said: “The British people are showing record demand for heat pumps, with more than 100,000 sold last year alone.
“Through our Warm Homes Plan, low-income families could get a heat pump, solar panels and a battery, at no cost at all, as we lift up to one million households out of fuel poverty.
“We are taking action to hold the retrofit industry to account, with new plans revealed this week to increase consumer protections and ensure the process is as seamless as possible, giving families confidence to upgrade their homes and cut their bills.”
