Consumer impacts of market conditions survey: wave 6 (January to February 2025)
Research
- Publication date
- Industry sector
- Supply and Retail Market
Related links
Findings on the experiences of energy consumers. Topics include affordability, support, preferred payment method and tariff, trust and energy market engagement.
Main points
- There are signs of wider financial pressures easing for some consumers; a greater number of consumers reported no difficulties in keeping up with their household bills (increasing from 35% in 2024 to 38% in 2025).
- However, just over half report struggling to pay their energy bills (48%) or falling behind (6%) on energy bills.
- More consumers (34%) report seeking information, advice or support with bills in 2025, than in 2024 (27%); debt and advice charities were the top choice (14%) for the first time.
- Switching intention has recovered to levels seen in Winter 2022; 28% reported that they were likely to switch tariff with their existing supplier, and 25% said it was likely they would switch to a new tariff with new supplier in the next 3 months.
- Consumers report different reasons for not engaging with the energy market; 58% reported finding the energy market complex, while 53% reported having a good relationship with their supplier.
- Trust in the energy sector has seen a slight improvement of 5 percentage points (from 36% to 41%) on 2024 but remains lower than other sectors; and 62% of respondents now trust their own energy supplier to treat them fairly.
Methodology
Ofgem commissioned BMG to run Wave 6 of the Household Consumer Impacts of Market Conditions Tracking Survey.
The survey took a mixed modes approach to data collection to ensure digitally excluded consumers were represented. In total we reached 3,458 respondents. Quotas were set to achieve a sample representative of the population of Great Britain (England, Scotland and Wales) and set on gender, age, region, and Index of Multiple Deprivation (IMD).
This research is intended to:
- measure overall consumer awareness, perceptions and experiences relating to changes in the energy market
- analyse how different audiences have been affected by these changes
- track how awareness, perceptions and behaviours vary over time