Trend-Monitor was born out of a need within the home improvement industry to understand how people use their homes and the kind of products they want to buy for their homes, now and in the future.

When Trend-Monitor was founded over a decade ago, very little research was undertaken to understand the end-user requirements for home-improvement products, and business strategies were mainly based on a combination of gut instinct, keeping an eye on the competition and last minute decisions.

Jane Blakeborough, Research Director, Trend-Monitor

Since that time, Trend-Monitor’s founder Jane Blakeborough has made it her mission to really understand the homeowner and their requirements for their homes, the products they want to buy, along with how and where they want to buy these products.

With a background in FMCG marketing and an endless curiosity about what makes people tick, Jane continues to keep track of the trends that drive behaviours in our homes and motivate purchasing decisions. This has enabled Trend-Monitor to develop a system of benchmarking consumer and market insights that support business strategies and drive successful marketing communications, inspired new product development and profitable market engagement.

Armed with this insight and with the support of a flexible team of data analysts and insight consultants, Trend-Monitor is trusted by many of the biggest brands within the home improvement sector, and has advised trade associations, press and supporting organisations.

The Bathroom Manufacturers Association

In 2023, following a number of successful collaborations, Trend-Monitor moved all their research and insight relating to the UK bathroom market under the umbrella of the Bathroom Manufacturers Association, for the benefit of the BMA membership. 


Trend-Monitor continues to focus on the UK Home Improvement industry and, alongside their work for the BMA, is the leading provider of market and consumer insight for the kitchen, surface and outdoor living sectors.