Timber set for growth as UK homeowners demand style & sustainability

It’s time to ‘Build It Better with Wood’ as new data reveals opportunities for growth 

New research from the British Woodworking Federation (BWF) reveals that homeowners are prioritising style and sustainability when choosing materials for their homes. However, further education about timber’s benefits and sustainability credentials is needed for the material to reach its full potential.

 Helen Hewitt, Chief Executive of the BWF

The survey of 1,000 homeowners, featured in the BWF’s members-only report Championing Timber in the Home, explores the factors influencing material choices and shows how broader trends – such as sustainability – are beginning to shape the repair, maintenance and improvement (RMI) market.

Directly aligning with timber’s inherent strengths, the research found that:

• 91% of homeowners prioritise aesthetics

• 92% value durability

• 77% consider environmental impact when selecting materials

Despite timber’s strong credentials, a perception gap remains. Only 14% of homeowners view timber as energy efficient, and just 12% believe it offers the best lifespan performance.

Helen Hewitt, Chief Executive of the BWF, said: “This research confirms what we in the sector have long known: timber is valued for both its beauty and performance. Homeowners clearly want natural materials, but persistent myths and misconceptions around longevity, maintenance and energy efficiency are slowing wider adoption.

“Closing this perception gap should be a key focus for our sector and the wider built environment – not only to support the growth of the woodworking and joinery industry, but also to help meet the Government’s net zero and sustainability ambitions.”

Positively, the data shows that homeowners already feature timber in key areas of their homes and trust its performance. For example:

• 66% have timber staircases

• 27% have timber external doors

• Over half consider timber the best choice for heritage or conservation areas

• 37% rank it as the most attractive window material

However, 41% of homeowners admit they lack knowledge when selecting sustainable products, and 26% are unsure which sustainability credentials to look for – gaps the BWF is urging the industry to help close.

Only 35% of homeowners recognise key sustainable timber certifications such as FSC (Forest Stewardship Council) and PEFC (Programme for the Endorsement of Forest Certification). These certifications provide confidence that forests are managed responsibly – environmentally, socially and economically. Awareness of Environmental Product Declarations (EPDs) is also low (32%), highlighting a significant opportunity to educate consumers on how to evaluate sustainable performance.

EPDs provide transparent data about a product’s environmental impact throughout its lifecycle. Based on a Life Cycle Assessment (LCA) and following international standards, they enable meaningful comparisons between materials and support more informed, sustainable choices.

Helen Hewitt added: “Consumers want to do the right thing, but they need clearer guidance and evidence to make informed decisions. While nearly half of homeowners recognise energy performance ratings such as U-values, these only provide a partial view of a product’s sustainability and energy performance.

“As a sector, we have fantastic products that meet homeowners’ needs – from aesthetic appeal to sustainability and energy performance. Now we must make this data and evidence more visible at every stage of the customer journey, from brochures and websites to direct conversations, to help homeowners select the right products for their properties.”

Price perception is another barrier, with 33% of homeowners avoiding sustainable options because they believe them to be too expensive. This overlooks timber’s superior through-life value, extended lifespan and repairability – benefits that can significantly reduce long-term costs compared with alternatives that require more maintenance and have shorter lifespans.

Proof of performance is also a priority when homeowners choose tradespeople.

• 43% look for installer certifications

• 42% rely on word of mouth

• 39% check for industry accreditations and memberships such as BWF membership

The findings come as the UK accelerates efforts to decarbonise construction through initiatives including the Future Homes Standard, the Timber in Construction Roadmap, and Wales’ first Timber Industrial Strategy – Making Wood Work for Wales – all of which prioritise energy efficiency and sustainable material use. Timber, with its low embodied carbon and strong thermal performance, is ideally positioned to support these goals.

Helen Hewitt concluded: “As the construction industry moves toward net zero housing, we mustn’t overlook the importance of improving the sustainability of existing housing stock. With its low embodied carbon, exceptional thermal performance and design versatility, timber is ready to deliver.

“Now is the time to Build It Better with Wood. Together, we must challenge outdated misconceptions, champion timber’s environmental and performance credentials, and empower homeowners with clear, evidence-based messaging to guide their choices.”

For more information, visit www.bwf.org.uk.