PHAM NEWS | SEPTEMBER 2024 36 Radiators & Towel Warmers


Cost of living aff ects customer choices


The cost of living crisis is reshaping consumer priorities in the home heating market, driving an unprecedented demand for energy-effi cient heating solutions. Richard Selby at online radiator specialist BestHeating refl ects on signifi cant changes in purchasing patterns.


BESTHEATING STATS


BestHeating has seen a 60% increase in electric radiator purchases


60% 400%


Richard Selby Commercial general manager at BestHeating


out gas boilers in favour of more sustainable alternatives, electric and dry heat radiators are emerging as a preferred choice for many. Our latest fi gures have revealed a 60% increase in electric radiator purchases in Q2 2024 compared to the same period in 2023. Unlike traditional gas systems,


W


installers will know that electric radiators can be fi tted without the need for extensive plumbing work, making them a more accessible option for homeowners looking to upgrade their heating systems to be more energy effi cient. They can be controlled more precisely, allowing for better effi ciency and lower heating costs. We’ve also seen a signifi cant


rise in demand for dry heat radiators. These radiators, many of which use ceramic core technology to provide consistent and effi cient heat, have seen a year-on-year sales increase of over 400% in 2024. Dry heat radiators are


particularly appealing to consumers seeking fl exible heating options that off er quick and responsive temperature control. Unlike traditional radiators, which rely on circulating hot water, dry heat radiators can be turned on and off instantly, providing warmth only


ith gas prices remaining volatile and the government’s push to phase


and a 400% rise in demand for dry heat radiators


1800% 500%


Milano Aruba Ardus - Anthracite Dry Heat Vertical Electric Designer Radiator


as well as an 1,800% year on year increase in sales of Smart heating products


plus a 500% increase in searches on its website for cast iron radiators


Milano Beatrix - Ornate cast iron radiator


when and where it is needed. There is also no risk of leaks, which further reduces waste.


Rise of Smart Another notable trend is the increasing adoption of Smart heating technologies. As customers become savvier to technological advancements, there is a growing interest in heating systems that off er enhanced connectivity. Amongst our customers we’ve seen a staggering 1,800% year-on- year increase in sales of Smart heating products in Q2 2024, alongside a 4,000% surge in related site searches. Smart heating systems


allow users to manage their heating remotely, adjusting temperatures and schedules through apps. This level of control not only off ers convenience but also enables users to optimise their energy usage, reducing waste and cutting down on utility bills. The growing popularity of these systems suggests that consumers are not only looking for ways to save money but are also increasingly aware of their environmental impact. Our new range of WiFi-


connected heating elements, which can be integrated into several of our most popular electric radiators, has been designed to meet this growing demand head-on, enabling customers to control their heating more precisely.


Milano Aruba electric radiator


Cast iron stalwart Material choice is another factor infl uencing radiator purchases. Consumers are increasingly gravitating towards materials that off er superior heat conductivity, while also complementing current interior design trends. At BestHeating we’ve seen a 500% increase in site searches for cast iron radiators, with a corresponding 30% rise in sales during Q2 2024.


Cast iron radiators, known for their durability and excellent heat retention properties, are once again becoming a staple in homes as nostalgic styles trend. There has also been a growing


interest in aluminium radiators and although sales have remained fl at year-on-year, the increase in site searches suggests that consumers are actively researching these products, potentially signalling a future rise in demand.


Long-term investment The cost of living crisis has shown that consumers are demonstrating a willingness to invest in high-quality heating solutions that promise long- term savings. This is particularly evident among those adopting heat pump systems, who see radiators as an integral part of their overall heating strategy. With the government’s push towards net-zero emissions, the adoption of heat pumps and other low-carbon technologies is expected to accelerate, further driving demand for effi cient radiators that can maximise the benefi ts of these systems. We’ve found that customers


are increasingly viewing their radiator purchases as long-term investments rather than short- term fi xes. This shift in mindset is leading to greater interest in premium products that off er superior performance, longevity, and energy effi ciency.


Searching for savings The cost of living crisis has undeniably impacted consumer behaviour, pushing more people to seek out energy-effi cient and cost-eff ective heating solutions. Electric radiators, Smart technologies, and advanced materials are at the forefront of this shift, as consumers look for ways to reduce their energy bills while maintaining comfort in their homes. ◼ phamnews.co.uk/924/46


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