UK Housing News
One in five homeowners feel ‘trapped’, opting for home improvements over moving
New research reveals the growing trend of “improve, not move” as affordability pressures reshape the home and garden market in 2025
One in five homeowners (20%) would like to move house but find it financially unfeasible - an increase from 13% two years ago. Instead, millions are putting plans to move on hold and are instead investing in their current homes - a promising sign for the home improvement industry.
Over half of people (54%) are intending to make home improvements over the next 12 months, with the most popular plans including decorating (31%), landscaping the garden (21%), laying new flooring (12%), installing a new bathroom (11%), creating an outdoor dining and entertaining area (11%), fitting new windows or doors (11%) and installing a new kitchen (11%).
The research, which was carried out by home and garden PR agency Unhooked Communications for the Homes Unhooked 2025-2026 report, found that the motivations behind investments are evolving. Practical concerns like making better use of existing space increased slightly since 2023 – 23% up from 22% – while comfort and wellbeing, which was a big consideration during and after the pandemic, saw a decline from 35% to 23%.
Social factors are growing in importance, according to the research, with the number of people saying they are improving their homes to impress or inspire others doubling from 7% in 2023 to 14%.
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Claire Gamble, Managing Director of Unhooked Communications, said: “With the cost-of-living crisis, high interest rates and a slower property market, many homeowners feel trapped. They’re unable to move but are keen to make their current homes work better for them. This presents a big opportunity for businesses offering solutions that help people improve and future-proof their living spaces.
“Our research shows there’s been a shift over the last couple of years in how people think about their homes and how they spend on them. From garden landscaping to structural renovations, consumers are focusing on long-term value and versatility. For brands in the home, garden and construction space, this means adapting their messaging to speak to a more considered and cost-conscious audience; one that still has aspirations for their home, but is more focused on durability, practicality and enhancing quality of life. Brands that can show they understand homeowners’ current pressures, and offer solutions that balance aspiration with affordability, will be the ones that thrive.”
The Homes Unhooked 2025–2026 report is based on research with over 2,000 UK adults and includes detailed analysis of consumer behaviour, purchasing decisions and emerging trends across the home and garden sectors.
The research surveyed 2,001 UK adults.
The full Homes Unhooked 2025-2026 report is available to download now at: