CheckFire's survey of over 2,000 UK consumers reveals a widespread lack of initial awareness regarding PFAS. Over half (56%) of respondents were unfamiliar with the chemicals, with awareness levels even lower among older demographics—70% of those over 55 had never heard of them.
Once informed about PFAS, however, consumer concern increases sharply. The survey found that 68% of respondents expressed worry about PFAS contamination, with 27% reporting serious concerns. This rapid shift in sentiment highlights the growing demand for transparency and safer alternatives in consumer products.
Consumers demonstrate strong willingness to adjust their purchasing decisions based on PFAS content in products. Nearly four in five respondents (79%) stated they would opt for PFAS-free alternatives, even if it meant paying a premium. A small but notable percentage (9%) have already transitioned to PFAS-free products, demonstrating an early shift in market behavior.
For businesses, this represents both a challenge and an opportunity. As consumers become more discerning, companies that proactively address PFAS concerns can strengthen their competitive position. CheckFire has responded to this demand by launching its PFAS-free Green Range fire extinguishers, clearly marked with The Green Crosshair symbol to emphasize their environmental credentials.
The regulatory environment surrounding PFAS is tightening. The European Union is moving toward a ban by 2030, and UK consumers are increasingly advocating for similar measures. The survey found that 75% support stronger regulations, with 43% in favor of a complete ban.
Industries that have traditionally relied on PFAS, including fire safety, face significant adjustments. PFAS have long been valued for their heat and water-resistant properties in firefighting foams and related products. As regulatory scrutiny intensifies, businesses must explore viable alternatives that maintain product efficacy while addressing environmental concerns.
CheckFire’s report serves as both a warning and a strategic guide for businesses across multiple sectors. Companies that invest in PFAS-free solutions now will be better positioned to meet evolving regulations and shifting consumer expectations. By taking a proactive approach, businesses can not only mitigate risks but also differentiate themselves in a market that increasingly prioritizes environmental safety.
