INSULATION W
hen the Green Homes Grant was first introduced, it sounded like the shot in the arm the industry needed. As well as helping to
drive the adoption of energy savings measures and give the domestic construction market a boost, the scheme looked to be an important step in helping the UK achieve its goal of being net-zero carbon by 2050. But after just a few short months, the scheme was scrapped. The closure of the Green Homes Grant was a particular setback to the insulation industry as guidance for consumers around the scheme pointed to the significant benefits of the material to improving energy performance. Independent calculations by the Energy Savings Trust, for example, showed that insulation is one of the most effective ways to save on energy usage, with homeowners expected to see a saving of between £150 and £225 per annum depending on the type of insulation used.
James Mills, product manager at ROCKWOOL UK says that, while it’s a shame the scheme didn’t succeed, regardless of whether an equivalent initiative may come to fruition later this year as rumoured or not, there’s still a huge opportunity for merchants to drive incremental growth in insulation by working with the right partner and through considered marketing and communications.
“As we all know well, the home improvement market is extremely buoyant with many trade customers experiencing unforeseen demand for their services. This demand for home improvements however also coincides with an increased consumer awareness around sustainability, creating the perfect storm for sales of more ‘eco-conscious products,” he says. “Research by BCG for example found that 70% of people are more concerned about addressing environmental challenges as a result of COVID- 19 and 40% said they intend to make more sustainable choices in the future as a result.”
Why insulation?
“Although insulation is, in the majority of cases, specified for thermal performance, it can provide additional requirements such as fire protection and acoustic capabilities, and is increasingly being specified as such. Stone wool insulation, for example, can meet fire, acoustic and thermal performance criteria in one solution.” Manufactured from volcanic rock, stone wool insulation is rated Euroclass A1 non-combustible, withstanding temperatures in excess of 1000°C. It will also not produce any significant toxic smoke. What’s more, Mills points out, stone wool insulation prevents the passage of external noise by absorbing sound waves in its multi- directional strands, helping create a quiet and peaceful space for homeowners.
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OPPORTUNITIES STILL KNOCKING FOR INSULATION
The scrapping of the Green Homes Grant in March may have been a blow for merchants’ potential sales
of insulation, but BMJ learns that all is not lost.
“As well as keeping homes warm in the winter, it helps keep a property cool in the summer, so it’s always a comfortable space to be,” he says.
“In good news for the consumer, stone wool insulation is also designed for longevity, with high performing solutions proven to provide up to 55 years of performance, without degradation. As well as offering many benefits that builders can pass onto their customers, market-leading insulation is also easy to fit. Thermal insulation roll for lofts, for example, can be supplied as a pre-split twin roll at 100mm thickness ready for laying between joists and 200mm to layer over joints. This means trades can deliver maximum return in terms of all- around performance but with minimal time and effort.”
Mills says that whilst the acoustic, fire and thermal performance of stone wool make it a powerful solution for homeowners and builders, it’s not without its benefits to merchants too. “All-in-one solutions mean fewer products need to be stocked to address a wide range of applications. Suitable for installation across floors, walls, ceilings, lofts and roofs, stone wool insulation allows merchants to streamline their range and inventory by stocking as few as six products to simultaneously meet many performance needs,” he explains.
“Merchants should consider their supplier’s ability to meet product demand. Ensuring the manufacturer has strong product availability, robust logistics facilities and can deliver stock to branches promptly, even with small orders, helps keep their customers happy and building, and sales figures heading in the right direction.”
Maximising potential
As well as supporting merchants to streamline their inventory and ensure a steady supply of product, Mills says that manufacturers can also help merchants to maximise the current market potential through in-depth product training. “Empowering merchant teams, this training helps trade customers to consider purchasing decisions beyond thermal efficiency and how to communicate these benefits to homeowners. “Initiatives such as joint marketing support, from digital to in-store collateral, can also help merchants to promote the varying benefits of insulation and educate trades on the advantages of using one solution for multiple applications.
“By re-thinking the potential of insulation and strongly communicating the multiple benefits it can bring, merchants are well placed to maximise sales in the category, whether with or without the catalyst of government schemes.”BMJ
www.buildersmerchantsjournal.net June 2021
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