There is a growing DIY sector for UFH, particularly in the self-build and retrofit markets, with many products now available for direct sale online. The sale of complete UFH packs as a ‘one stop solution’ has also fuelled growth, at the lower end of the market in particular. The continuing trend towards open-plan design favours use of UFH, since it is hidden beneath the floor, with no need for wall mounting, and this is a particular benefit in areas such as kitchens and bathrooms where space may be at a premium. Hard flooring also continues to grow in popularity, with greater use of stone and timber finishes as the preferred design choice, and systems are available for use under stone/ceramic tiles as well as other materials.
SUPPLY & DISTRIBUTION Prospects for continued growth in the UK underfloor heating market remain positive for 2016 and beyond, given optimism and recovery in the housing market, coupled with rising levels of consumer confidence
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and spending. Whilst the private non- residential sector is also showing signs of recovery, with potential for further business investment, the public sector remains severely constrained, given reductions in public sector spending.
Underfloor heating products are now widely marketed alongside renewable technologies and there is likely to be continued growth in this sector. Ease of installation continues to be an important issue in the construction sector, given a skills shortage and a need to reduce both build time and cost, with UFH systems suitable for installation in bathroom/ kitchen PODS, as well as precast concrete flooring. By 2020, the market value for the underfloor heating market (UFH) is forecast to have increased by around 15% compared to the market size in 2015.
FUTURE PROSPECTS The distribution channel continues to be dominated by direct supply, with some manufacturers and other specialists offering a ‘supply and fit’ service.
However, there has been growth in online sales of UFH in the domestic sector, as consumer awareness of the benefits has increased and products are becoming easier to install. UFH systems now form a staple part of the product portfolios of tile manufacturers, floor, kitchen and bathroom specialists, for example. However, as with other heating products, merchants and DIY multiples continue to play a significant role, with a focus upon staff training and investment in marketing.
Following a period of consolidation amidst challenging economic conditions in recent years, the number of outlets distributing UFH is now increasing as the market grows. However, many of these are value orientated and the traditional supply routes, such as direct supply and through merchants, are expected to maintain their share by value. There is likely to be some polarising of the marketplace between lower cost and more premium products.
www.amaresearch.co.uk UNDERFLOOR HEATING | 47
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