Why Are Heat Pump Sales So Low in the UK? Understanding the Lag Behind Europe

Despite strong progress on electric vehicles and growing climate awareness, the UK significantly lags behind other developed countries in adopting heat pumps for home heating. Compared to places like Norway and France, where heat pumps dominate new heating installations, the UK has struggled to scale adoption. So what’s holding the country back?

In this article, we explore the economic, cultural, regulatory, and structural reasons behind the UK's low heat pump uptake — and what needs to change.

How Low Are UK Heat Pump Sales?

Recent data paints a stark picture. In 2023, only about 4% of new heating systems installed in the UK were heat pumps. This is in sharp contrast to:

• Norway: 98%

• Sweden: 94%

• Finland: 94%

• France: 51%

Clearly, the argument that "the UK is too cold for heat pumps" doesn’t hold up. Scandinavian countries are significantly colder and yet lead the world in adoption. So what’s really going on?

1. The Cost Imbalance: Gas vs Electricity

A major factor is energy pricing policy. Historically, UK government policy has aimed to keep natural gas prices low, while levies and subsidies for green energy have been added to electricity bills. This has made electricity significantly more expensive than gas — undermining the economic case for electric heating systems like heat pumps.

In effect, this means we’re taxing the cleaner option (electricity) while keeping the fossil fuel-based one (gas) relatively cheap. Until this pricing imbalance is addressed, many homeowners will continue to opt for gas boilers.

2. Extensive Gas Grid Infrastructure

The UK has one of the most comprehensive gas grid systems in Europe, built and maintained largely with public funds. This widespread accessibility makes it easy and convenient for households to stick with gas boilers — a comfort and convenience many aren’t eager to give up.

By contrast, countries like Norway invested revenue from fossil fuels differently, funnelling profits into public wealth funds rather than subsidising domestic fossil fuel use.

3. UK Housing Stock: Poor Insulation and Retrofit Challenges

Many UK homes are poorly insulated, especially older properties. Heat pumps work most efficiently in well-insulated environments because they operate at lower temperatures than gas boilers.

Although a heat pump can still heat a draughty home, the slow response time and potential for heat loss discourage adoption. This is a perception issue as much as a practical one — but it highlights the need for integrated insulation and heating upgrades.

4. Cultural Preferences: The Radiator Mindset

The UK remains culturally tied to wet heating systems and radiators, while many European nations (notably France and Scandinavia) are comfortable with air-to-air heat pumps. These systems blow warm air instead of using water-based central heating.

In the UK, there’s still a perception that air-based heating feels “commercial” or “inappropriate for the home.” This cultural preference slows adoption of the more affordable and easier-to-install air-to-air systems.

5. High Upfront Costs and Misunderstood Pricing

While heat pumps come with higher upfront installation costs compared to gas boilers, many people mistakenly believe the full £10,000–£15,000 price tag applies every time a unit is replaced. In reality, the bulk of the cost is a one-time adjustment during the first installation. Subsequent replacements can be far cheaper.

In countries like Germany, households are more culturally prepared to invest in long-term heating infrastructure. The UK tends to focus more on short-term cost minimisation.

6. Lack of Industry Maturity

With only 4% of the heating market, the heat pump ecosystem in the UK is underdeveloped. That means fewer installers, fewer service engineers, and fewer retail sales professionals with experience. This lack of scale keeps costs high and creates uncertainty among consumers.

Encouragingly, the UK is starting to see the emergence of dedicated service and maintenance providers — a key indicator of ecosystem growth.

7. Early-Stage Market Dynamics: The Missing Tipping Point

Many countries that now lead in heat pump adoption passed through a tipping point: a moment where the market reached scale, costs dropped, and confidence grew. The UK hasn’t reached that point yet — but once it does, adoption could accelerate rapidly.

This follows the classic “S-curve” model seen in technologies like mobile phones and electric vehicles. First, adoption is slow. Then it surges. Finally, it levels off as saturation approaches.

8. Misconceptions Around Performance and Cold Climates

There’s a persistent myth that heat pumps don’t work in cold weather, despite overwhelming evidence from countries like Norway and Sweden. These systems are now highly efficient at low temperatures, thanks to advances in compressor and refrigerant technology.

The UK public simply needs better information — and more real-world examples — to debunk outdated assumptions.

9. Electric Vehicles vs. Heat Pumps: A Tale of Two Transitions

It’s worth noting that the UK leads Europe in electric vehicle adoption. So it's not that Brits are averse to green technology or high-cost transitions. The key difference is that EVs are sold on performance and experience, not just environmental virtue.

The heat pump industry may need to shift its messaging. Instead of emphasising carbon savings alone, it could highlight comfort, efficiency, and energy independence.

Final Thoughts: Can the UK Catch Up?

The UK's low heat pump uptake isn’t due to a single factor — it's a combination of policy, infrastructure, consumer behaviour, and market development. But the landscape is shifting:

• Specialist service firms are emerging

• Policy changes could rebalance electricity vs gas pricing

• Public awareness is growing

• New housing regulations may favour electrification

Heat pumps are not just a cleaner option — they’re increasingly a smarter investment. But to reach scale, the UK needs to overcome these barriers and create a support system that rivals those in Europe’s leading countries.