The Numbers Everyone's Talking About
The Office for National Statistics released figures last year showing that UK households spent £42 billion on home improvements and maintenance. That's a substantial chunk of disposable income. But here's the thing: not all home services are getting an equal slice of that pie.
For those working in conservatories, extensions and broader home improvements, understanding where that money actually flows is the difference between a thriving business and one that's perpetually chasing work that isn't there.
Extensions Are Still the Main Event
Single-storey extensions remain the heavyweight champion of the home improvement market. Kitchen extensions, in particular, continue to pull serious investment. According to property portal Rightmove, adding a single-storey extension can add between 5% and 10% to a property's value, depending on the area and quality of work. That return on investment is why homeowners keep commissioning them.
The reason? Extensions solve a real problem. They give families more space without the hassle of moving house. Schools are locked in, commute times are fixed, and extension costs often come in well below the moving costs of stamp duty, legal fees and agent commissions. It's pure logic, and that logic hasn't shifted.
What has changed is the type of extension work people want. Open-plan living is yesterday's trend. Now homeowners are asking for better-defined spaces within their extensions. They want separate zones. Some are adding home offices because remote work is standard now. Others are creating distinct living areas rather than one massive open kitchen-diner.
Conservatories Are Making a Comeback, But Not How You'd Expect
Conservatories had a rough decade. They became shorthand for poor thermal performance and wasted space. But that narrative is changing, and here's why: new building regulations and modern materials have transformed what a conservatory actually is.
Homeowners are now treating conservatories as usable year-round spaces. They're installing quality glazing systems, underfloor heating, and proper ventilation. These aren't the brittle-in-winter, scorching-in-summer rooms of the 1990s. They're real living spaces that extend functionality.
The data backs this up. The Conservatory Association reported a 15% increase in enquiries in 2023, with average project values climbing. People aren't looking for budget versions anymore. They're willing to invest because they understand that a poorly specified conservatory is a waste of money.
There's a secondary driver too: the garden room trend. What's technically a conservatory but marketed as a garden room? Those are seeing exceptional demand. The language has shifted partly because of reputation, but the practical demand for semi-external living spaces has genuinely increased.
The Kitchen and Bathroom Paradox
Kitchen and bathroom work remains consistent, but not growing dramatically. These are replacement jobs, not expansion work. A homeowner replaces a kitchen every 15 to 20 years. That's predictable, but it's not driving new market growth.
What's interesting is that bathroom spending has actually ticked up slightly. People are treating bathrooms differently now. Wet rooms, better extraction, upgraded fixtures. But here's the catch: bathroom work is lower-value than extensions. An extension might run £30,000 to £60,000. A bathroom might be £8,000 to £15,000. From a business perspective, you need volume to compensate.
Garden Structures and Outdoor Spaces Are Growing Fast
Here's where we're seeing real momentum: outdoor spaces. Garden studios, outdoor kitchens, hot tubs with surrounding decking, pergolas with integrated lighting. The pandemic accelerated this trend and it's stuck around.
These projects are different from conservatories and extensions. They're often quicker to plan and build. They don't require the same level of building control scrutiny. But they're also where competition is intensifying. Because they're perceived as simpler, more contractors are entering that space. Margins are getting tighter.
The Material Cost Reality
This is where the real conversation needs to happen. Material costs spiked between 2021 and 2023, and whilst things have stabilised, they haven't fallen back to pre-pandemic levels. Timber, insulation, glass, labour. All of it costs more.
That's affecting consumer behaviour. Homeowners are more price-sensitive now. They're getting multiple quotes and comparing them harder. They're asking questions about specifications because they understand that cheap often means trouble.
For contractors, this means specification has become the sales tool. You can't compete on price when material costs are what they are. You compete on quality of design, on clear communication about what you're delivering, and on reputation.
Where People Aren't Spending
It's worth noting what's not seeing the investment surge. Loft conversions, for instance, are slower than five years ago. The economics don't work as well anymore, especially in areas where property prices haven't moved much. Older homes have structural quirks that make conversions expensive.
Fascias, soffits and guttering work continues at steady levels, but it's not growing. It's maintenance, not improvement. Essential, but not the driver of market expansion.
What This Means for Your Business
If you're in extensions, you're in a relatively stable market. Design quality matters more now. Being able to deliver solutions that address how people actually live, not just add square footage, is where differentiation happens.
If you're involved in conservatories, the revival is real. But you need to position around modern performance, not nostalgia. People want to believe conservatories work properly now. Give them that confidence.
Either way, this is a sector where spending remains solid. It's not explosive growth, but it's reliable. People will keep extending their homes and adding to their gardens. Your job is understanding what they actually want and delivering it clearly.
