Five trends building product manufacturers need to consider in 2025

As brands who craft the very products that turn houses into homes, enrich our everyday spaces, and simplify our lives, you understand the complex landscape facing the sector in 2025.

Whether it’s crafting kitchens fit for Mary Berry, designing luxurious bathrooms, or engineering innovative flooring solutions, building product manufacturers face pressure to deliver more than just high-quality products – they need to offer innovative and sustainable solutions that resonate with the emotional and lifestyle-driven needs of today’s discerning consumers.

This requires a keen understanding of evolving trends and a brand strategy that is agile enough to keep you moving forward with confidence. At Continuous, we help brands like yours redefine possibilities, bringing clarity, creativity and impact to your brand.

In this blog, we unpack the five key trends building product manufacturers must embrace to remain competitive in 2025 and explore how to strategically communicate these shifts to build meaningful connections with your audience.

1. Sustainability: building brand integrity

The data: 73% of consumers prefer brands with a strong sustainability commitment (Construction Products Association, 2023).

Sustainability is no longer a trend - it’s a non-negotiable brand value. Authenticity is key. Vague ‘eco-friendly’ labels no longer resonate with today’s conscious consumers.

With rising legislation for building developments, brands are expected to provide concrete evidence, data, and certifications to build trust and demonstrate their commitment to environmental responsibility.

Take, for instance, Kingspan, a global leader in insulation and energy-efficient solutions. Their ‘Planet Passionate’ program sets ambitious goals around sustainability, aiming to achieve a significant environmental impact by 2030.

But how can your brand communicate its sustainability initiatives with similar clarity and impact?

Transparency in sourcing – Highlight the origins of your materials, emphasising sustainable forestry practices, recycled content, or responsible manufacturing processes. The brands who win use these as a tool to craft copy that moves rather than a list of stats.

Quantifiable data – Don’t just say ‘eco-friendly’, provide data on carbon footprint reduction, water usage, or waste reduction initiatives. Connect your product to real-world impact through data.

Third-party certifications – Seek certifications from recognised organisations like FSC (Forest Stewardship Council) or B Corp to add credibility to your claims. Display these certifications prominently on your products and marketing materials.

Storytelling – Craft compelling narratives around your sustainability journey, highlighting the people, processes and passion behind your efforts. Go beyond sharing the stories of your sustainable suppliers or the innovations you’ve implemented to reduce your environmental impact and tie this into a company-wide mission.

We help brands like yours weave sustainability into the very fabric of their brand story. We work with you to define your sustainability goals, identify the right certifications, and communicate your commitment in a way that resonates with your target audience.

2. Technology integration: smart innovation, smart branding

The data: 47% of construction professionals expect smart building technology to play a crucial role in the materials they specify (McKinsey, 2024).

Smart materials, like adaptive walls or air-quality monitoring flooring, offer significant value. But it’s not enough to simply have these innovations – brands must actively communicate their value by showcasing how they improve lives, save time, and reduce costs.

Consider Dyson. They initially built their reputation on powerful vacuums, but as they expanded into air purifiers, hand dryers, and even lighting, they ensured these new products stayed true to their ethos of design, performance, and innovation. Dyson didn’t just slap a ‘smart’ label on their products; they ensured their technological innovations enhanced their core brand identity.

For building product manufacturers, this means integrating technology that feels like a natural evolution of your offering, not a gimmick. Ask yourself:

What customer needs are being addressed? Does this technology genuinely solve a problem or enhance the user experience? For example, does your smart thermostat help homeowners save energy and reduce their bills?

How does it align with your brand values? Does it reinforce your existing brand identity or create a disconnect? If your brand is known for craftsmanship and natural materials, does integrating smart technology compromise that identity?

These are the types of questions brands should be asking themselves to ensure that if they’re innovating, they’re doing so with clear intent that aligns with their customer, rather than confusing them.

3. The look and feel factor: design and aesthetics remain paramount

The data: 68% of consumers consider design crucial when choosing bathroom products (Ideal Standard, 2024).

Design is a deciding factor for consumers. It’s about more than just functionality - it’s about creating spaces that evoke emotions and enhance lifestyles. Brands must go beyond simply highlighting technical specifications and showcase how their products contribute to the overall aesthetic of a space. Can your brand become synonymous with the best aesthetic kitchens or the most beautiful bathroom designs?

Look at brands like Neff, which has expanded from appliances into smart kitchen products that prioritise both innovation and sleek, desirable aesthetics. Their products make a statement.

To achieve this, consider:

Lifestyle alignment – How do your products fit into the lifestyles and aspirations of your target audience? Do they evoke a sense of luxury, minimalism, or comfort? Understanding the needs of your audience should dictate your brand and communications strategy.

Emotional connection – What emotions do you want your designs to evoke? Do you want to create a sense of calm, energy, or sophistication? Consider the use of colour, texture, and form to create the desired mood.

Brand consistency – How does your design language reflect your overall brand identity? Is there a consistent aesthetic across your product range? This consistency helps build brand recognition and reinforces your values.

The look and feel of your products don’t begin and end with the product itself. It’s in how the design is presented, where it appears, how customers engage with it, and the company it keeps. Every touchpoint shapes the bigger picture. So, give your campaigns the same attention to detail as your products – because great design deserves great storytelling.

4. Health and wellness is an increasing priority for today’s consumers

The data:  The Global Wellness Institute values the wellness economy at over £4.5 trillion, with 77% of consumers prioritising health in their purchasing decisions (Global Wellness Institute, 2024).

Health and wellbeing are no longer niche concerns – they are core values for consumers. This trend extends to the materials used in our homes and workspaces. Brands must integrate health considerations across their product range, from low-VOC paints to hypoallergenic flooring. Marmoleum, a flooring company known for using natural materials like linseed oil and jute, has made this approach their entire business model.

But how can your brand authentically tap into the desire for healthier living environments?

Material transparency: Clearly communicate the health benefits of your materials, whether it’s reducing allergens, improving air quality, or using non-toxic ingredients. Provide clear labeling and information about the composition of your products.

Product development: Invest in research and development to create products that actively contribute to healthier living spaces. This could involve developing air-purifying paints or antimicrobial surfaces.

Holistic branding: Embed health and wellbeing into your brand’s core values, ensuring it’s reflected in your messaging and storytelling. Partner with health experts or organisations to add credibility to your claims.

When the demands of consumers change, it’s important for brands to recognise how they can meet the demands, communicate how they’re doing this effectively and maintain their brand's core values – it’s the balance of these elements that allow brands to embrace change successfully.

5. Trust and transparency – the key to brand loyalty in a slow-turnaround sector

The Data: 81% of consumers need to trust a brand before they buy from them (Edelman, 2023).

Trust is the foundation of any lasting relationship, and in today’s competitive market, that means demonstrating transparency at every stage of the customer journey. Consumers expect brands to be open about their practices, consistent in their messaging, and, most importantly, to deliver on their promises.

Take Ninja, for example. In just a few years, they have rapidly become a household name in the UK by consistently providing high-quality, innovative solutions to traditional kitchen needs. Their success is built on a foundation of trust – they communicate clearly, deliver consistently, and prioritise customer satisfaction. Their approach to transparency and quality has helped them overtake some of the world’s biggest brands in popularity, particularly in the kitchen appliance space.

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So, how can brands in slow-turnaround sectors build similar levels of trust?

Open communication: Be upfront about your processes, ingredients, and sourcing practices. Consumers want to know what they’re buying, so provide detailed product information and answer customer questions honestly.

Honest dialogue: Engage in two-way conversations with your customers. Address their concerns, be responsive on social media, and ensure that your brand is seen as approachable and accountable.

Consistent delivery: Set expectations and then exceed them. Ninja’s commitment to innovation is clear – they introduce a steady stream of new products, ensuring their range continues to meet consumer demand. Their focus on customer satisfaction is reflected in their strong reputation for quality and service.

By prioritising transparency and consistency, brands can create a loyal customer base that not only trusts them but actively champions them. The key is not just saying you’re committed to quality – it’s proving it at every touchpoint.

Why trends matter

Brands that fail to acknowledge and adapt to the changing landscape of their sector risk being left behind. By staying ahead of trends, aligning them with your company’s purpose, and creating a brand that is clear and consistent, you can win in 2025.

At Continuous, we have a proven track record of helping building product manufacturers navigate these trends and build brands that resonate. Our work with leading brands like Ideal Standard, Amtico, and Masonite demonstrates our deep understanding of this sector and our ability to deliver impactful brand strategies. We help you define your ideal customer, craft compelling messaging, and create impactful visuals that drive results.

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