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It aims to modernise Europe’s electricity grids, and connect them up better, recognising that this is crucial to integrate more renewable electricity and lower energy prices – both key to speeding up heat pump rollout.

In turn, heat pumps can help make the entire power system more efficient!

They provide flexibility, smooth peak demand, and reduce the need for expensive new infrastructure. This helps bring down system-wide power costs and strengthens Europe’s long-term energy security.

This is an important signal from the European Commission. Rapid implementation across Member States will be key to unlocking the benefits of clean, smart, and flexible heating.

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In the first half of 2024, 898,000 heat pumps were sold. This went up to 980,000 in the first half of 2025.   

Despite this slight rebound, overall market confidence is still lower than in the record sales year of 2022. Progress is constrained by policy uncertainty and reduced incentives, according to national experts. 

The sector continues to face challenges which put consumers off, like shifting national subsidy schemes, a cost of living crunch and higher electricity prices compared to gas. What’s more, there is an ongoing slowdown in building renovations as well as in new-build homes.  

If supported by the structural reforms still missing in many markets – including predictable policies, the shifting away of taxes on electricity bills and streamlined incentives schemes – the European heat pump market can return to sustainable growth. This will consolidate its key role in Europe’s clean energy transition, as well as its role boosting European manufacturing, jobs and energy security.   

More heat pump market data
Explore EHPA’s interactive market intelligence platform

*Austria, Belgium, Denmark, Finland, France, Germany, Italy, Netherlands, Norway, Portugal, Spain, Switzerland, Sweden.

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Huge questions – but just some of those addressed across the eight sessions of this year’s Heat Pump Forum on 23-24 September, by speakers from the EU institutions, media, thinktanks, industry, finance communities and more. 

Some of the main takeaways? That to meet the EU’s 2030 ambition of 60 million installed heat pumps, around 28,000 should be installed every working day – about three times more than the rate in 2024. Ramping up is critical for ensuring our energy security as Europe edges away from imported gas and all fossil fuels. 

We can increase heat pump sales and meet the targets by better using levers like tax: currently eight of the 17 European countries EHPA investigated tax electricity several times more than they do tax. This makes electricity more expensive and electrically-driven heat pumps less competitive. The worst culprits are Poland (seven times higher) and Belgium (over six). Making tax levels fairer will encourage the uptake of heat pumps. 

Another key financial tool is the upcoming Emissions Trading System 2, which will put a price on carbon dioxide emissions from buildings and road transport in the EU. This is expected to generate between €340 and €570 billion for governments by 2032. A portion of this – €87 billion – will go into the Social Climate Fund, designed to help vulnerable households manage the transition to cleaner heating and transport. 

These funds must be spent effectively, we heard – not on prolonging fossil fuel use but on future-proof investments like energy-efficient building renovations and the rollout of clean technologies. Direct support to low-income households is essential, but it should enable people to switch away from polluting systems, not lock them in. 

Discussions also pinpointed that a strong business case is vital, and can come through stable policy frameworks and electricity prices. This includes the newer sector of industrial heat pumps, which can help decarbonise sectors which currently use 30% gas. The specific example of Germany was dived into, where politicisation of a heating law led to a backlash and sales that are not growing steadily.  

Installers emerged as a key group the heat pump sector must engage with. Firstly, in terms of ensuring skills levels and training, encouraging schemes whereby – for example – plumbers can take the time to retrain as a heat pump installer without losing income. Secondly, communicating to them and enabling them to become ambassadors for heat pumps, as they are often those who most influence a consumer’s choice of heating system.  

Communication was a repeated priority, especially communicating on heat pumps in a clear way which does not leave an information vacuum that risks being filled by fake news. Using stories and encouraging an connection with heat pumps as part of one’s identity can also overcome the risk of disinformation spreading.  

Often called the ‘backbone of the energy system’, electricity grids risk coming under too much strain if we electrify without investing in them. However smart planning including the role of heat pumps can reduce the cost, since heat pumps provide flexibility (they can be turned on and off to compensate for higher and lower demand). This will also bring power prices down, making bills fairer for consumers. 

During the event, EHPA’s EU-funded projects and their links to the different themes were highlighted – and the Heat Pump Awards ceremony on the first evening celebrated some smart heat pump innovations (with fewer tears than the Oscars!).

The 300 attendees also made the most of the networking opportunities, dinner, lunches and coffee breaks, as well as the live evening entertainment from the Everest jazz quintet.

See photos from the event

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Satisfaction is equally high among residents of newly built houses and those who decided to install them in existing homes, regardless of the type of heat pump chosen. What’s more, 73% declared that they would choose a heat pump again.

Paweł Lachman, heating industry expert and president of the Polish Heat Pump Technology Development Organization (PORT PC) called it “tangible proof that heat pumps truly meet the needs of Polish households. Such a high level of user satisfaction is a strong signal that this technology works well in practice – it is convenient, maintenance-free, and ensures predictable heating costs. This is the best recommendation for those seeking the most efficient heat source, resistant to fluctuations in energy carrier prices.”

Only 5% said they were dissatisfied with their heat pump. For comparison: among gas boiler users, around 60% report satisfaction, while pellet boiler users reach about 70%.

The Polish results match with others from recent surveys of heat pump owners in the UK and Germany.

About the survey

The survey was conducted by SW Research in August 2025 on a representative sample of 1,000 heat pump users in Poland using a hybrid method: 400 online interviews (CAWI) on the SW Panel internet panel and 600 telephone interviews (CATI) with individuals using heat pumps. The analysis covered both technical aspects as well as levels of satisfaction and loyalty to this technology.

More about PORT PC (in Polish)

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The top country, Norway, has 632 heat pumps installed for every 1,000 households, closely followed by Finland at 524. What’s more, sales in those countries are still strong, with 48 heat pumps sold for every 1,000 households in 2024 in Norway, and 33 in Finland – the highest levels in Europe.

On the other end of the scale, around 3.5 heat pumps were sold for every 1,000 households in 2024 in the UK – 14 times less proportionately than Norway. The UK now has a stock of 19 heat pumps per 1,000 households. The UK market is, however, one of only three in Europe to have grown last year along with Ireland and Portugal, thanks to a steady support scheme for consumers.  

In the Czech Republic, four heat pumps were sold for every 1,000 households last year and there is a stock of 70 for 1,000 households altogether. In Germany and in Poland, five heat pumps were sold for every 1,000 households in 2024.

“Nearly every heat pump installed replaces a gas or oil boiler: lowering fossil fuel imports, strengthening the European competitiveness and energy security and cutting emissions” commented Paul Kenny, director general of the European Heat Pump Association (EHPA).

“More heat pumps is a win-win for Europe – and it must also be the smart choice for consumers. To get there, electricity prices must be made more competitive, good long-term support schemes put in place and installers trained up, so buying a heat pump is affordable and easy,” added Kenny.

If all 19 European countries covered by the European Heat Pump Association’s new market report had sales rates in line with Norway’s, 10.2 million heat pumps would have been sold. Instead, around 2.31 million were sold in those countries.

The EU’s upcoming pollution tax on buildings and transport (the second Emissions Trading System) – and the Social Climate Fund the revenues will be used for – can make heat pumps and clean options affordable options for citizens. If combined with strong support in EU plans like the Electrification Action Plan and the Heating and Cooling Strategy, and the implementation of the 2030 climate and energy laws (‘Fit for 55 package’), the heat pump market will grow.

Overall, heat pump sales slowed in 2024 for the second year running, dropping 22% compared to 2023. The additional 2.31 million heat pumps sold bring the stock in those 19 countries to 25.5 million.

See EHPA’s new market intelligence platform
Read the executive summary of the market report

More quotes

Marta San Román, Director general at AFEC – Spanish Association of HVAC manufacturers: 

“No heat pumps, no cooling: health, productivity, IAQ and children’s ability to learn suffer. No heat pumps, no complete and timely energy transition. As simple as that, no matter how much some people try to argue the opposite and reinvent figures, assumptions and analyses. Let’s stop greenwashing, may the heat pump be with you!”

Olivia Smalley, Head of Policy and Communications at the UK Heat Pump Association:

“UK heat pump sales grew by 56% in 2024 which, together with the examples of successful deployment demonstrated in other countries, underscores the vast opportunity ahead. With the right policies, skilled workforce, and consumer incentives and support, we can unlock this potential, resulting in cutting our carbon emissions, strengthening energy security, and driving growth in the UK’s clean energy sector”

For an explanation of how we calculate sales of air to air heat pumps which can be used mainly for cooling in some warmer countries, see here.

More:
Sarah Azau
Communications and Events Director, European Heat Pump Association
sarah.azau@ehpa.org

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The good news is that it will widen the funding options for heat pumps. 

But how – and what do the new rules cover? 

The heat pump sector will now have greater opportunities to access public funding, thanks to new EU State Aid guidelines that help Member States deploy public resources in strategic sectors critical for decarbonisation. 

Member States looking to expand heat pump manufacturing – including the production of key components – can now do so with greater flexibility. Industrial heat pumps are explicitly listed as eligible technologies, acknowledging their key role in cutting emissions and enhancing energy efficiency. 

EU governments can make full use of these new opportunities – boosting the heat pump sector and its contribution to energy security and clean tech leadership – by adapting their national support schemes to reflect the updated rules and accelerate the deployment of these vital technologies.

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