Bio-based Insulation MaterialsNowadays building insulation is more likely to be made from plastic-based fibres and foams, and other non-renewable materials.
But, both innovative and traditional bio-based insulation materials are challenging the status quo, and more and more consumers are looking for natural solutions for their homes.
Bio-based insulation materials are mainly made from renewable natural resources like animal fibres (such as sheep wool), plants (such as flax and hemp) and agricultural by-products ( such as straw – the unused stalks from cereal crops).
And, they often require less energy to be produced than standard materials, which can make them more environmentally friendly.
Bio-based insulation materials are mainly made from renewable natural resources like animal fibres (such as sheep wool), plants (such as flax and hemp) and agricultural by-products ( such as straw – the unused stalks from cereal crops).
And, they often require less energy to be produced than standard materials, which can make them more environmentally friendly.
The BioCannDo case studyThis slideshow presents the outcomes of the BioCannDo case study on “Bio-based insulation materials”. To assess public awareness and attitudes towards bio-based insulation materials in the EU, the BioCannDo project has conducted focus groups with consumers and workshops with professional stakeholders.
Download for the full report here:
D5.5: Report on 2nd Workshop and Focus Group – Case Study 2
Four focus groups have been conducted in Belgium. Consumers have been introduced to the concept of bio-based insulation materials and have discussed factors that would influence their choices of insulation material and their expectations of bio-based products.
In the workshop held in the Netherlands, 15 people with a professional interest in bio-based insulation have shared their opinions and have discussed issues consumers, builders and planners face when using such insulation materials. Most of the stakeholders represented small businesses, while others work in bio-based education or research.
D5.5: Report on 2nd Workshop and Focus Group – Case Study 2
Four focus groups have been conducted in Belgium. Consumers have been introduced to the concept of bio-based insulation materials and have discussed factors that would influence their choices of insulation material and their expectations of bio-based products.
In the workshop held in the Netherlands, 15 people with a professional interest in bio-based insulation have shared their opinions and have discussed issues consumers, builders and planners face when using such insulation materials. Most of the stakeholders represented small businesses, while others work in bio-based education or research.
Consumer expectations Consumers anticipate bio-based insulation materials to cost more than conventional products; on the other hand, such materials are expected to be of better quality.
Lack of information is perceived as an issue: this stresses the importance for consumers to have access to more information on bio-based insulation.
While there is a general belief that bio-based materials are more environmentally friendly, some consumers question whether they are really more sustainable than other products.
Last but not the least, some consumers have concerns about the long-term durability of bio-based insulation and its fire resistance certification.
While there is a general belief that bio-based materials are more environmentally friendly, some consumers question whether they are really more sustainable than other products.
Last but not the least, some consumers have concerns about the long-term durability of bio-based insulation and its fire resistance certification.
"Better for the environment"
"People have a limited budget. Budget considerations are rather short-term. In the long term, the insulation might outweigh the costs, but you do not feel that when you have to pay the money."
"No toxins (healthier)"
"Gain greater market value in terms of investment-oriented thinking"
"Not always good for fire safety"
"Maybe (they) will rot after a certain period of time?"
"Quality product"
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"Better for the environment"
"People have a limited budget. Budget considerations are rather short-term. In the long term, the insulation might outweigh the costs, but you do not feel that when you have to pay the money."
"No toxins (healthier)"
"Gain greater market value in terms of investment-oriented thinking"
"Not always good for fire safety"
"Maybe (they) will rot after a certain period of time?"
"Quality product"
Would consumers consider bio-based insulation?Consumers are attracted by 'natural' products.
They often seek to clarify doubts about quality and performance of bio-based insulation materials by consulting architects and sales staff for advice, or by doing some desk research.
For example, consumers question the quality of these materials and need an answer to fundamental questions, such as: ‘How healthy or harmful are they for residents like us?’ or ‘How durable are they?’ Moreover, consumers often question the resistance of the insulation materials to insects, time and external damage as these strongly influence their choice.
For example, consumers question the quality of these materials and need an answer to fundamental questions, such as: ‘How healthy or harmful are they for residents like us?’ or ‘How durable are they?’ Moreover, consumers often question the resistance of the insulation materials to insects, time and external damage as these strongly influence their choice.
Price mattersAvailability is a driver as well
Most consumers anticipate bio-based insulation to be more expensive.
Despite having lower long-term costs, consumers choose insulation material with the lowest purchase price due to budget restrictions.
Last but not least, availability is another key factor that consumers consider as they prefer materials that are easy to get to avoid construction delays.
Despite having lower long-term costs, consumers choose insulation material with the lowest purchase price due to budget restrictions.
Last but not least, availability is another key factor that consumers consider as they prefer materials that are easy to get to avoid construction delays.
Clashing interest: Experts' view vs. consumers’ concernsThe experts think that health concerns, impact on the indoor environment and personal feelings about different products and materials are the most important factors that influence consumers when choosing insulation.
They also believe that some consumers are interested in sustainability issues and can be swayed by the green credentials of bio-based materials.
But, some of the experts question how much say most people effectively have on the insulation used in their homes. Relatively few people build their own homes or fit their own insulation; building professionals have a better leverage in dictating the choice of insulation materials for residential homes.
But, some of the experts question how much say most people effectively have on the insulation used in their homes. Relatively few people build their own homes or fit their own insulation; building professionals have a better leverage in dictating the choice of insulation materials for residential homes.
Getting real: actual concerns of developers and contractorsAccording to the experts, ultimately project developers and contractors are mainly interested in the price of materials.
They compete for work on estimated costs and selling consumers more expensive items with some added value is difficult.
Issues around warranty, reliability, risk, and a lack of familiarity with bio-based materials also matter. Contractors and developers need guarantees on quality and performance, and more information on the advantages of bio-based insulation materials if they are to start using them.
Other concerns posed by experts include the lack of innovation in the construction industry and reluctance to try new materials.
Issues around warranty, reliability, risk, and a lack of familiarity with bio-based materials also matter. Contractors and developers need guarantees on quality and performance, and more information on the advantages of bio-based insulation materials if they are to start using them.
Other concerns posed by experts include the lack of innovation in the construction industry and reluctance to try new materials.
"We have to provide guarantees about the quality and performance of bio-based materials."
"People are not familiar enough with bio-based materials."
"Construction is a world of repetition, little innovation is built in."
"Project developers and contractors always compare with traditional measures whilst trying to maximize profit - price is important."
"The contractor will never ask, do you want something bio-based?"
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"We have to provide guarantees about the quality and performance of bio-based materials."
"People are not familiar enough with bio-based materials."
"Construction is a world of repetition, little innovation is built in."
"Project developers and contractors always compare with traditional measures whilst trying to maximize profit - price is important."
"The contractor will never ask, do you want something bio-based?"
Key messages on bio-based insulation materialsThe BioCannDo project drafted 16 key messages to inform consumers on bio-based insulation materials, and presented these to industry experts. They were asked to indicate which messages they felt were the most important and relevant.
The best four are:
• Bio-based insulation materials contribute to a pleasant and healthy indoor climate;
• Bio-based insulation materials could replace traditional materials without loss of performance;
• Bio-based insulation materials contribute to climate protection in three ways: by storing CO2, by saving energy in the production and by reducing CO2 emissions through thermal insulation during the lifetime of buildings;
• In a price comparison additional benefits such as building physics, health and sustainability should be taken into account.
• Bio-based insulation materials contribute to a pleasant and healthy indoor climate;
• Bio-based insulation materials could replace traditional materials without loss of performance;
• Bio-based insulation materials contribute to climate protection in three ways: by storing CO2, by saving energy in the production and by reducing CO2 emissions through thermal insulation during the lifetime of buildings;
• In a price comparison additional benefits such as building physics, health and sustainability should be taken into account.
Experts’ reactions on BioCannDo’s key messages Of the four listed most important key messages, the last two generated the more controversial reactions of experts
Bio-based insulation materials contribute to climate protection in three ways: storing CO2, saving energy in the production and reducing CO2 emissions through thermal insulation during the lifetime of buildings.
Experts made the following comments:
• 'Does my house get a bio-based quality label? Does this increase its value?'
• ‘The last point is also valid for conventional materials.'
• ‘Yes, and recycle and upcycle CO2 is important for bio-based’.
In a price comparison additional benefits such as building physics, health and sustainability should be taken into account.
Experts made the following comments:
• 'One must think long term. By investing in biological insulation in the building industry, recover money over the years in heating costs.'
• 'Added value and total cost of ownership must be included.'
Experts made the following comments:
• 'Does my house get a bio-based quality label? Does this increase its value?'
• ‘The last point is also valid for conventional materials.'
• ‘Yes, and recycle and upcycle CO2 is important for bio-based’.
In a price comparison additional benefits such as building physics, health and sustainability should be taken into account.
Experts made the following comments:
• 'One must think long term. By investing in biological insulation in the building industry, recover money over the years in heating costs.'
• 'Added value and total cost of ownership must be included.'
Consumers: It’s not always about the priceConsumers are clearly influenced by the price of insulation materials, but they also have other concerns.
They need to be reassured that bio-based products work as well as conventional ones, and that they will last and are resistant in the event of a fire. They also need to know whether and where they can actually get bio-based materials, while not expecting any excessive delays, if they want to use them.
Consumers had more practical concerns than the experts expected. They ranked issues such as quality and durability above sustainability and the effect on the indoor environment as their top priorities.
Consumers had more practical concerns than the experts expected. They ranked issues such as quality and durability above sustainability and the effect on the indoor environment as their top priorities.
How to get project developers and contractors on boardAlongside developers’ and contractors’ reluctance to change their habits, the lack of information is the main factor contributing to the uncertainty they have about the market potential, reliability and compliance of bio-based materials.
Ultimately, they need to be convinced of the bio-based materials’ quality and performance prior to proposing them as an alternative to conventional insulation solutions.
For example, bio-based insulation lasts as long as conventional materials, as demonstrated by the Competence Center Construction and Energy of the Münster (Westphalia) Chamber of Trade which has been running since 2004.
Once the experts together with the consumers are informed of these facts unfamiliar to many, consumers will have a wider perspective when choosing which of the two types of materials they prefer to use.
By doing so, customers will feel reassured that going bio-based may be a good option and may have added value over the conventional insulation.
For example, bio-based insulation lasts as long as conventional materials, as demonstrated by the Competence Center Construction and Energy of the Münster (Westphalia) Chamber of Trade which has been running since 2004.
Once the experts together with the consumers are informed of these facts unfamiliar to many, consumers will have a wider perspective when choosing which of the two types of materials they prefer to use.
By doing so, customers will feel reassured that going bio-based may be a good option and may have added value over the conventional insulation.
Is short-term thinking hindering the uptake of bio-based insulation?It would appear so.
Everyone – contractors, developer and consumers – wants to use products that they know and that are cost-effective.
Both consumers and suppliers are generally unaware of or are uninterested in alternatives that might be cheaper in the long run, or offer advantages eventually. Such information are hardly accessible therefore they struggle to find details on technical characteristics and regulations when they want to.
Both consumers and suppliers are generally unaware of or are uninterested in alternatives that might be cheaper in the long run, or offer advantages eventually. Such information are hardly accessible therefore they struggle to find details on technical characteristics and regulations when they want to.
Starting a conversation on bio-based insulation using key messagesWhat can we do about it?
The BioCannDo project has done extensive research on identifying key communication messages related to bio-based insulation materials. These are summarized in the factsheet below.
By addressing the knowledge gap present between professionals and consumers, the bio-based insulation market may go forward. Contractors will gain more confidence while consumers will be more aware about the features of these innovative materials. This is a first step towards making information more accessible to both parties and to provide input for further reading on the topic.
By addressing the knowledge gap present between professionals and consumers, the bio-based insulation market may go forward. Contractors will gain more confidence while consumers will be more aware about the features of these innovative materials. This is a first step towards making information more accessible to both parties and to provide input for further reading on the topic.
Credits
Produced for BioCannDo Project, in collaboration with:
iCons
FNR - Fachagentur Nachwachsende Rohstoffe e.V.
BTG - Biomass Technology Group BV
The workshop and focus group have been facilitated by Prospex.
Visit the AllThings.Bio infohub and BioCannDo Insights page:
www.allthings.bio
BioCannDo has received funding from the Bio Based Industries Joint Undertaking under the European Union's Horizon 2020 research and innovation programme under grant agreement N° 720732.
iCons
FNR - Fachagentur Nachwachsende Rohstoffe e.V.
BTG - Biomass Technology Group BV
The workshop and focus group have been facilitated by Prospex.
Visit the AllThings.Bio infohub and BioCannDo Insights page:
www.allthings.bio
BioCannDo has received funding from the Bio Based Industries Joint Undertaking under the European Union's Horizon 2020 research and innovation programme under grant agreement N° 720732.
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Bio-based Insulation Materials
The BioCannDo case study
Consumer expectations
First thoughts on bio-based insulation
Would consumers consider bio-based insulation?
Price matters
Clashing interest: Experts' view vs. consumers’ concerns
Getting real: actual concerns of developers and contractors
Voices of the experts
Key messages on bio-based insulation materials
Experts’ reactions on BioCannDo’s key messages
Consumers: It’s not always about the price
How to get project developers and contractors on board
Is short-term thinking hindering the uptake of bio-based insulation?
Starting a conversation on bio-based insulation using key messages
Credits