Cautious optimism as traders navigate challenges and opportunities in the solar sector
In this articleWhat our conversations with traders told us about the current state of the sector
In September 2025, Which? attended Solar & Storage Live UK, the UK’s largest solar and energy storage exhibition. We not only introduced businesses to the Which? Trusted Trader programme but also took the time to listen directly to installers about the opportunities and challenges shaping the industry, giving us valuable insight into how to support both traders and consumers.
Traders felt that the solar and energy storage sector is at an interesting crossroads. Many traders spoke about the huge potential for growth, particularly with the government’s upcoming Future Homes Standard, expected to require solar panels on all new residential properties as a standard. This would generate significant new business opportunities for the sector and give many quality traders the chance to expand their work.
At the same time, installers were candid about the pressures they face. Domestic projects are often less profitable than commercial work, attracting new talent into the industry remains a challenge with many traders concerned about the long-term pipeline of skilled installers.
Pricing pressures and quality concerns
A recurring theme was a “race to the bottom” on pricing, with many traders feeling forced to lower rates as consumers increasingly prioritise the cheapest quote. Traders also highlighted that consumers who are unfamiliar with the sector can often be confused by quotes that vary widely in price, making it difficult for them to understand what they’re really paying for or what represents good value. While cost reductions driven by technology are welcome, aggressive undercutting and rogue practices risk damaging quality standards and eroding long-term confidence in the sector for consumers and potential newcomers.
Rogue traders remain a significant concern, with reports of high-pressure sales tactics and unsafe or low-quality installations damaging the sector’s reputation. There were worrying reports of installers spending hours in customer homes and refusing to leave until contracts were signed. There were real concerns that these rogue traders are damaging consumer confidence and undermining the reputation of responsible traders. As one trader put it, “good quality traders are hard to find.”
Many responsible traders are pursuing accreditations such as MCS. Seeing this as a way to future-proof their business and demonstrate credibility in an industry marred with rogue traders.
The role of installers as educators
Traders also highlighted a significant knowledge gap amongst consumers. Installers often find themselves acting as both supplier and educator, helping customers navigate solar options, grants, and funding schemes. Many traders expressed that more community advice on grants and a consumer checklist to review before choosing a trader would be useful.
Services such as the Which? Home Energy Planning Service can support consumers in understanding energy efficiency improvements and available grants, helping them to make informed decisions. By connecting consumers with reputable local traders, this reduces the risk of falling victim to rogue practices and strengthens trust in the sector.
Which? plays a key role in helping traders maintain high standards and building consumer confidence. The Which? Trusted Trader programme offers accreditation via a rigorous vetting process that recognises reliable local tradespeople who meet our high standards. It gives consumers confidence that they are hiring someone trustworthy, while helping approved traders stand out from competitors as reputable and dependable.
Partnerships with training providers, such as Access Training, help connect graduates with vetted traders to complete placements, ensuring a pipeline of skilled professionals and supporting sustainable growth in the sector.
Alongside these programmes and initiatives, our wealth of solar panels advice available helps to educate consumers on the sector so they can better understand what may be right for their home.
Despite challenges, there was still a sense of optimism and for good reason. Government initiatives and growing consumer interest in energy efficiency are driving demand for solar installations. Traders who prioritise quality, accreditation, and clear guidance are well placed to benefit from this growth while strengthening consumer trust.
Overall, the mood is one of cautious optimism. Traders are confident about the sector’s future but emphasised the need for action now: improving standards, providing clearer guidance, and supporting new talent entering the industry.
Jenny King, Which? Head of Home Energy, said:
“From our conversations with traders at Solar & Storage Live, it’s clear the market has enormous potential but also faces significant challenges. Traders are increasingly expected to act as both supplier and educator, guiding consumers through solar options and grant schemes. Rogue traders and aggressive pricing practices risk undermining consumer confidence, making it more important than ever to highlight reputable, trustworthy businesses. With the right focus, the industry can ensure quality and trust become the standard as demand continues to grow”
Interested in joining the Trusted Traders Scheme? Find out more here
Find out more about our Home Energy Planning Service here
