How best to promote heat pumps to UK consumers

Heat pump technology has been widely used in Europe for decades, but new research from Vaillant suggests that many UK consumers have concerns about their potential installation and have gaps in their knowledge about how they work. Mark Wilkins looks at how the industry can better communicate their positive benefits.

Recent research carried out on behalf of Vaillant has revealed there are still many questions surrounding heat pump technology – often preventing UK homeowners from taking the first step to fitting one. Our analysis of online articles surrounding heat pumps found that although 79% presented the technology as a sustainable and alternative heat source, questions around how heat pumps work and the need for additional insulation remained amongst the most frequently asked – and on which an internet search often gives polarised answers.

Heat Pumps

Mark Wilkins Vaillant technologies and training director

Changing the language

The language used when describing or talking about heat pumps could be part of the issue. The principle of drawing in cold air on a frosty morning and extracting the heat energy from it can be difficult to visualise. Add the low temperature heating label to the mix, and it often suggests a cold feeling in the home. Looking at different ways to explain how the technology works could be key to unlocking this. For installers speaking with customers, discussions on how the technology moves energy from one place to another and talking about the delivery of consistent heat, could be an alternative approach. To help installers

Vaillant launches Heat Pump Challenge

In a new initiative to promote the benefit of heat pumps, Vaillant has teamed up with Kevin McCloud to highlight the installation of heat pumps in a wide variety of homes across the UK.

The partnership sees the launch of the Vaillant Heat Pump Challenge, which is looking for installers to help showcase how and when heat pumps work at their best. It is hoped that challenging the industry to share their heat pump projects and demonstrate the wide variety of homes for which heat pumps are possible will open the debate surrounding heat pumps and shed light on their use and ownership.

Vaillant is looking for installers to submit the most interesting and challenging residential heat pump installations they have been involved in, where many may have initially thought it wouldn’t be feasible or effective. The winning projects will have the chance to film with the British property expert and presenter.

How to enter

To enter a project, installers simply need to create a 30-second video describing their heat pump project and share it on Twitter or Facebook using #VaillantHPChallenge and tagging @VaillantUK in the post, or on Instagram, using #VaillantHPChallenge and tagging @vaillant.uk to ensure your entry is received. Alternatively, projects can be submitted by emailing heatpumpchallenge@vaillant. co.uk with details of the project and the solution put in place, or by visiting www.vaillant. co.uk/heatpumpchallenge to enter using the online form. All entries should be for UK homes, either in the process of or having completed the installation stage, and use a Vaillant heat pump as the main source of hot water and heating. Shortlisted entries will then be reviewed by a panel of industry judges, including Kevin McCloud. The three winning projects will then be filmed, giving entrants the opportunity to discuss the heat pump system in more detail with Kevin.

The closing date for entries is 17th March 2023. For more information and full terms and conditions, please visit: www.vaillant.co.uk/ heatpumpchallenge enhance homeowner knowledge and understanding, we have added advice to our website on how heat pump technology works and how to look after your heat pump in the winter, to move the conversation in this direction.

Tackling the cold

Indeed, when we delved into the questions regularly asked by consumers, the ability for heat pumps to work efficiently in colder UK climates featured in 20% of conversations regarding the technology. This was coupled with a belief that a backup system is required for the chillier months. Scandinavian countries, where heat pump technology has been used successfully for many years, are regularly faced with temperatures of -20°C. The UK is more likely to see lows of -7°C, even in the coldest months. However, the belief that heat pumps will underperform in winter and an auxiliary system is required to heat water and the home is one that needs to be addressed.

If the system is designed accurately with correctly sized radiators and insulation in place, a heat pump will fulfil the same hot water and room temperature requirements as a boiler set up. A UK heating system is likely to be designed to cope with outdoor temperatures of -1°C to -3°C.

At Vaillant we carry out ongoing testing of our products at our R&D Centre in Remscheid, Germany, subjecting products to extreme cold temperatures to ensure they continue to function effectively should a cold snap hit.

Insulation levels

Insulation was mentioned in 13% of discussions, with many seeing it as a good investment to make the most of the fuel they are using. However, it is interesting to look at the level of insulation people felt was needed for a heat pump to work. Many felt a ‘high level’ of insulation was required, otherwise the technology wouldn’t deliver as expected.

Taking a fabric first approach and ensuring insulation is up to standard is essential when looking to maximise efficiencies in any property, and insulation will inevitably conserve energywhether you have a heat pump or a boiler in place.

The use of ‘high-level’ is perhaps the distracting phrase here. Each property needs to be assessed on an individual heat-loss basis, but making sure the recommended loft, cavity wall, draft-proofing and double glazing is in place may mean it already reaches adequate levels to support a heat pump. Our research also showed that homeowners with heat pumps fitted in properties with solid walls felt they also worked effectively.

Case study challenge

Our new Heat Pump Challenge (see text box) aims to explore some of the common opinions revealed in the research, while shining a light on some of the projects where heat pumps have provided an effective solution, even where a boiler may have been the more obvious choice.

There are many different properties successfully having heat pumps installed every day and the Heat Pump Challenge is looking for installers doing just that to help showcase how and when heat pumps work at their best, sharing their heat pump projects and demonstrating the wide variety of homes for which heat pumps are possible.

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