One in ten consumers are planning to renovate their kitchen or bathroom, over the next 12 months, according to a new report.

The Homes Unhooked 2025-2026 report, carried out by PR agency Unhooked Communications, found one in five consumers would like to move house, but can’t due to financial constraints and a slow property market, so they’re investing in their homes instead.

Although it found the consumer intention to renovate has dipped slightly 12% and 15%, from research carried out in 2023, the data suggested consumers are seeking long-term impact, offering an opportunity for kitchen and bathroom retailers.

Sponsored Video

Hottest new products and freshest bathroom ideas from ISH 2025

While cost and value remain the leading drivers, these are followed by quality and longevity.

Managing director of Unhooked Communications Claire Gamble said: “In a price-sensitive market, consumers aren’t simply looking for cheaper products – they want value, reassurance, and inspiration.

“This is where strong PR and marketing play a vital role. Brands that showcase quality, highlight durability, and tell stories about real-life transformations with happy customers will be the ones that stand out and convert interest into sales.”

The report found trust was a major factor in purchasing behaviour.

It is supported by findings from Houzz which also found trust to be the biggest consumer struggle when seeking design professionals .

The Homes Unhooked 2025-2026 report revealed 35% of consumers are influenced by positive recommendations and 36% want to speak to industry specialists before buying.

Nearly half (48%) said they actively wanted to support local businesses.

Claire Gamble added: “Kitchen and bathroom brands need to act fast, and show up across multiple touchpoints to capture the interest of today’s shoppers.

“Our research shows how consumers rely on general online searches, YouTube tutorials, review websites, in-store experts, and social media for information and inspiration.

“Businesses that invest in informative and inspiring content like project case studies, before-and-after photography, expert advice, media placements and independent reviews can build credibility and create emotional connections that influence decision-making.

“While the volume of planned big-budget renovations may be slightly lower than previous years, the desire for stylish, well-designed and functional kitchens and bathrooms has not gone away.

“For consumers choosing to stay in their homes and improve rather than move, these rooms still represent major investments within their properties, therefore the journey to research and plan their dream spaces is even more important – and provides the perfect opportunity for brands that invest in their PR and marketing.”