Fewer than two in ten Canadians are planning to install a heat pump in the next six months.

  • One in ten Canadians already have a heat pump, and fifteen percent of Canadians are planning on getting one, whereas one-half are not.
  • The remaining quarter of residents rent or don’t make decisions about their homes’ heating.

October 14, 2022:

With gas and oil prices increasing, we wanted to understand the upcoming demand for heat pumps in Canada. Results show that fifteen percent of Canadians are definitely or probably going to install heat pumps, whereas one quarter of Canadians report they probably won’t install a heat pump (25%), with a similar proportion reporting they definitely won’t (23%). One quarter indicate that they rent or don’t make decisions regarding their household’s heating (24%). The remaining one in ten report having already installed a heat pump at home (12%).  

The likelihood of installing a heat pump decreases with age. More specifically, younger Canadians (Gen-X and Millennials) more commonly responded that they were likely to install a heat pump in the next six months compared to those who are older. Conversely, the likelihood of installing a heat pump increases with household income, whereby those earning $60K and above per household are more likely to be planning on installing a heat pump. Also, men are twice more likely to be planning to install a heat pump compared to women. Across the Atlantic region, residents of Newfoundland are most likely to not install a heat pump in their homes in the next six months. 

 “With winter on the horizon and the cost of so many household expenses on the rise – including heating fuel – we wanted to understand if Canadians are able and willing to switch to the more efficient heating and cooling available with a heat pump. Of course the expense of a new system cannot be ignored, which is likely why we see just fifteen percent of the population planning on making the switch in the next six months,” said Margaret Chapman, COO & Partner at Narrative Research.

Results are from a survey conducted in partnership between Narrative Research and the Logit Group. The survey was conducted online between September 6 to 9 2022 with 1,230 Canadians 18 years of age or older from the Logit Group’s Canadian Omnibus. Data were weighted based on the 2016 Census, by gender, age, and region to reflect actual population distribution. As a non-probability sample (i.e., a panel sample where residents have joined a panel to share their opinions), and in accordance with CRIC Public Opinion Research Standards, a margin of error is not applied.   

The question asked was:
In the next six months, will you be installing a heat pump in your home?

  • Definitely
  • Probably
  • Probably not
  • Definitely not
  • I already have a heat pump
  • I rent/ don’t make the decisions about my home’s heating

For more information, please contact:

Margaret Chapman, COO & Partner, Narrative Research – 902.493-3834, mchapman@narrativeresearch.ca


Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com

Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Canada. The company was recently certified as a WBE (Women Business Enterprise). As a non-partisan, 100% Canadian-owned research company, Narrative Research is dedicated to providing clients with state-of-the-art research and strategic consulting services. 

The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented. 

Follow us on Twitter at @EveryNarrative and @LogitGroup

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