The shifts shaping the KBB sector in 2025/26

Consumers, specifiers and installers are all adjusting to a slower, smarter market where design, durability and ease of use matter most. For manufacturers, the opportunity lies in evolving from product suppliers to trusted brands that help people make confident, well-informed choices at every stage.

The big picture

Even with a challenging economy, homeowners are still spending – just more thoughtfully. Projects are being planned with savings – not credit – and every choice has to earn its place.

Three big trends are leading the shift:

1. The home as a sanctuary: calm, comfort and wellbeing drive design.
2. Sustainability as quality: longevity defines value.
3. Personalisation: homes that feel lived-in, layered and uniquely human.

What’s driving consumers

People are investing in how they feel, not how things look on paper. Bathrooms are becoming private spas. Kitchens are turning into warm, social spaces built for connection. Bedrooms are being reclaimed as restful retreats.

Trends are softer and more timeless – natural materials, gentle tones, biophilic details and discreet smart tech that fits seamlessly into the home. The mindset has shifted to:

“If I’m spending my savings, it needs to last, perform and feel personal.”

For manufacturers:

* Revisit your brand positioning – move from selling products to championing lifestyles built on calm, connection and confidence.
* Define a clear brand purpose and values that connect emotionally and speak to wellbeing and longevity.
* Refresh your storytelling to show how your products make people feel, not just what they do.
* Create a unified brand identity across consumer, trade and digital touchpoints so every experience reinforces trust and quality.

What’s influencing installers and specifiers

For specifiers, the challenge is interpretation – translating clients’ Pinterest boards and AI-generated wish lists into real, buildable spaces. They’re drawn to brands that simplify choice, reduce risk and provide clarity.

For installers, efficiency and support are everything. As smart integration grows, their job is evolving from fitter to home technologist. Products that are easy to install, reliable and well-supported will earn long-term loyalty.

For manufacturers:

* Clarify your brand architecture – if you serve specifiers, installers and end-users, define how each audience fits within your story.
* Develop targeted campaigns that speak directly to professional pride, reliability and collaboration — show you understand their world.
* Invest in training and onboarding tools that make your brand values tangible and your support visible.
* Use film, CGI and immersive tech to bring installation simplicity or specifier experience to life visually.

Trends connecting everyone

Across the board, expectations are consistent: clarity, quality and trust. The aesthetic direction is quieter – ‘warm organic modernism’, tactile materials, honest craft. Emotionally, it’s about reassurance, partnership and longevity.

For manufacturers:

* Define your distinct brand personality – what makes you recognisable in a sea of sameness? Are you calm and confident? or more craft-led and authentic?
* Run sprints to understand what both consumers and professionals really value, then use that to guide innovation and comms.
* Create integrated campaigns that connect the dots between your consumer story and trade relationships – same message, adapted for each audience.
* Let brand be the constant that ties everything together – ensuring every channel, partnership and experience reinforces who you are and why you matter.

The takeaway

The KBB market is moving from volume to value. And value isn’t just in your products – it’s in your brand.