As homeowners place increasing value on performance, sustainability and style, timber is uniquely positioned to meet these expectations. New research from the British Woodworking Federation (BWF) highlights the significant opportunities for timber to reach its full potential, as homeowners increasingly seek materials that combine aesthetics, longevity and environmental credentials when choosing products for their home. Our industry has a clear pathway to showcase timber’s strengths and ensure it is recognised for the exceptional value it delivers.
Homeowner priorities align with timber’s strengths
When considering material choices in the home, the BWF’s Championing Timber in the Home research report indicates that 91% of homeowners prioritise aesthetics, 92% durability, and 77% environmental impact. Positively, timber already meets these requirements through its combination of long-term performance, design versatility and strong sustainability credentials.
However, these strengths are not yet fully reflected in consumer perceptions. For example, only 14% of homeowners view timber as energy-efficient, and just 12% consider it to offer the best lifespan compared with other materials. These outdated assumptions around maintenance and durability should be challenged as they present the sector with a clear opportunity to demonstrate timber’s true strengths, such as repairability, thermal performance and long-term value.
A versatile and aesthetically pleasing material, timber already maintains a strong presence in homes, with 66% of respondents reporting timber staircases and 27% timber external doors. A further 37% view it as the most attractive window material, reinforcing the material’s strong aesthetic appeal.
Timber has been used for centuries and continues to be the material of choice, despite other materials being available. More than half of homeowners recognise timber as the material of choice for heritage or conservation projects – demonstrating that timber has consistently outperformed alternative materials throughout history.
Sustainability credentials are increasingly important
Sustainability credentials are becoming increasingly important to consumers choosing products for their home, but a lack of knowledge on their part often leaves them unsure of what to look for. Timber is naturally aligned to meet their growing demand for sustainable materials.
One of the first ways to identify if timber was sourced from a sustainably managed forest is through the Forest Stewardship Council (FSC) or Programme for the Endorsement of Forest Certification (PEFC), which provide verified evidence of responsible sourcing, yet only 35% of homeowners are currently aware of these credentials. Similarly, 32% are aware of Environmental Product Declarations (EPDs), which provide transparent, lifecycle-based insight into a product’s environmental impact. These figures highlight a clear opportunity for manufacturers, joiners and BWF members to showcase timber’s verified sustainability credentials and reinforce its environmental leadership.
At the same time, our research shows that many homeowners are unsure what to look for when selecting sustainable products. More than a third (41%) admit they are uncertain which sustainable products to choose, and over a quarter are unclear about which certifications to trust. By providing clear, evidence-led guidance and promoting certified timber, BWF members and the wider sector can help homeowners make informed, confident choices.
Perceptions around cost also create a chance to demonstrate timber’s long-term value. A third of homeowners avoid sustainable options, assuming they are more expensive, yet timber’s durability, low-maintenance characteristics, and repairability deliver excellent through-life value. Highlighting these benefits allows the sector to demonstrate that timber offers both sustainability and superior long-term performance compared with alternative materials.
Installer and industry credentials remain critical
For industry professionals specifying, manufacturing or installing timber products, proof of performance and trust are crucial. Our survey found that 43% of homeowners check installer certifications, 42% rely on word-of-mouth recommendations, and 39% consider industry memberships, such as membership of organisations like the British Woodworking Federation, when making decisions.
This reinforces the importance of the BWF and its members. By adhering to the BWF Code of Conduct, members demonstrate compliance with best practice, legislation and regulation – giving consumers confidence and peace of mind when choosing timber products and installers. Visible professional standards, accreditations and verified membership provide reassurance and strengthen trust in the sector.
Market opportunity in the context of Net Zero goals
The UK construction sector is accelerating decarbonisation through initiatives including the Future Homes Standard, the Timber in Construction Roadmap, and Wales Timber Industrial Strategy. Timber’s low embodied carbon and exceptional thermal performance position it as a material of choice for both new builds and RMI projects, supporting net zero and energy efficiency targets – particularly as much of the net-zero challenge lies within the UK’s existing housing stock.
Timber’s performance properties support both energy-efficient retrofits and the development of new homes aligned with government ambitions. As policy frameworks evolve, the sector is well-placed to deliver low-carbon, high-performance solutions that benefit both homeowners and the wider built environment.
Bridging the perception gap
The Championing Timber in the Home report findings point to a clear industry need – to continue to challenge outdated assumptions and ensure that data, sustainability credentials and performance evidence are visible at every stage of the customer journey. From technical literature and EPDs to industry accreditations and product specification guidance, consistent messaging is central to increasing the awareness of the inherent benefits of timber.
By focusing on these gaps, together we can help drive greater adoption of timber and play a stronger role in the UK’s decarbonisation pathway. Timber already delivers on the performance, sustainability and design qualities homeowners value most. The next step is ensuring these advantages are clearly understood and widely celebrated.
With the right evidence, communication and collaboration across the supply chain, we can close the perception gap, champion timber’s credentials, and enable it to reach its full potential within the UK housing market.
