VIEWPOINT
THE POWER OF PREFERENCE
Iain Parker, national sales manager merchants, Knauf Insulation
MERCHANTS UNDERSTAND THE power of brands and customer loyalty better than most. Customers may favour a brand for many reasons, but the strength of that preference often depends on whether its benefits are genuinely distinctive. No merchant can stock every alternative in every category, so knowing which brands have the strongest pull is commercially valuable. New independent research into glass mineral wool insulation suggests that preference is powerful. More than half (55%) of customers who prefer Knauf Insulation said they would go elsewhere if their merchant did not have it in stock, rather than wait for stock or switch to an alternative. To understand why, we need to dig into the survey.
Number one choice The survey, conducted in June 2026 by Eureka Research, a member of the Market Research Society, questioned 253 frequent users of glass mineral wool insulation.
Knauf Insulation emerged as the best-known glass mineral wool brand, recognised by
47% of respondents compared with 30% for the next best- known brand. It was also the most used, chosen by 75% of regular insulation users, and the preferred brand among those who expressed a preference. Of these 125 respondents, 64% chose Knauf Insulation, compared with 22% for the second-placed brand.
These figures matter because they show awareness translating into both use and preference. More importantly, the reasons behind that preference suggest installers are making an active choice rather than simply reaching for a familiar pack.
Beyond force of habit Force of habit was only the seventh most common reason given for choosing Knauf Insulation. For other glass mineral wool brands, it ranked first or fourth. The four leading reasons people preferred Knauf Insulation all related to ECOSE; a plant- based binder with no added formaldehyde, that is used in all its glass mineral wool products. Respondents described Knauf Insulation products as more
pleasant to install (78%), less irritating (70%), less dusty (58%) and less smelly (46%). These are practical differences that installers experience throughout the working day, from opening the pack to completing the installation.
That experience is shaping purchasing decisions. Three quarters of tradespeople said the ease and pleasantness of installation influences which insulation brands they buy. Among those installing insulation weekly or more often, the figure rose to 81%.
For frequent installers, small differences in handling can be repeated across hundreds of cuts, placements and adjustments. A product that feels easier and more pleasant to work with can therefore earn a preference that is based on daily experience, not marketing or inertia.
Why it matters This preference can influence where installers spend their money. We know that more than half of those using Knauf Insulation would consider looking elsewhere if it wasn’t in stock
October 2026
www.buildersmerchantsjournal.net
and only 35% would consider changing to another brand on the shelf. By comparison, users of other glass mineral wool brands showed a greater willingness to switch: 61% and 45% respectively would consider an alternative.
That creates an opportunity as well as a risk. Holding the preferred brand can help merchants protect existing business while making it easier to win customers who are less attached to the product they currently use. It also gives branch teams a relevant way to discuss value. The conversation need not begin and end with price or thermal performance; it can include the installer’s experience of handling the product on site.
Preference power For merchants, the message is straightforward. Availability does not always create substitutability. When installers can feel a meaningful difference between products, their preferred brand can determine which merchant wins the sale. Stocking the trade’s first choice is not simply a range decision. It can be a customer- retention decision too. BMJ
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