A new report, based on a survey of 2,001 UK consumers, from fire trade supplier CheckFire reveals a major gap in UK consumer awareness of per- and polyfluoroalkyl substances (PFAS), with over half (56%) of respondents unaware of the substances commonly referred to as ‘forever chemicals.’ However, once informed of their potential health and environmental risks, concern among consumers rises to 68%, highlighting growing public demand for action and safer alternatives.
The ‘PFAS in focus: a consumer call for safer, smarter solutions’ report, analysing research conducted by Censuswide for CheckFire, highlights a shift in consumer priorities, with 79% of respondents willing to switch to PFAS-free products – even if it came at a higher cost. As the EU moves towards a PFAS ban by 2030, the report highlights both the urgency and opportunity for businesses to align with evolving regulations and consumer expectations.
Key findings from the report include:
- Awareness gap: Over half (56%) of UK consumers had never heard of PFAS, with awareness particularly low among older generations (70% of over-55s unaware).
- Rising concern: Once informed, more than two thirds (68%) of consumers expressed worry about PFAS exposure on their health and the environment, with over a quarter (27%) feeling extremely concerned.
- Regulatory support: Three in four (75%) UK consumers favour stricter regulations on PFAS, with 43% strongly supporting a ban in the UK.
- Demand for change: Over three quarters (79%) of respondents would switch to PFAS-free products, with nearly one in 10 (9%) having already done so.
“As regulatory momentum builds, businesses must lead the transition to a PFAS-free future,” said Bruce Robins, director of CheckFire. “Our new report emphasises the responsibility and opportunity for companies to act now – aligning with upcoming EU legislation, anticipated UK measures, and the rising consumer demand for safer alternatives.”
PFAS, a group of over 12,000 synthetic ‘forever chemicals,’ are widely used in products like non-stick cookware, waterproof clothing, and firefighting foams due to their resistance to heat, water, and oil. But growing evidence of their environmental persistence and potential health risks is driving the fire safety industry toward fluorine-free alternatives.
CheckFire has proactively supported this shift by introducing The Green Crosshair, a symbol found on its PFAS-free Commander and CommanderEDGE fire extinguishers under The Green Range. As regulatory deadlines approach, the company continues to reinforce its commitment to a PFAS-free future by developing and launching alternative solutions that meet the highest safety and environmental standards.
The ‘PFAS in focus’ report not only highlights consumer attitudes toward PFAS but also serves as a call to action for businesses across multiple industries, including fire safety, to embrace change and invest in safer, sustainable alternatives.
To download the full report and learn more about CheckFire’s PFAS-free fire extinguishers, visit the CheckFire website.
About the Author
CheckFire
With 50 years of experience in the fire industry, CheckFire delivers innovative products and trusted expertise in fire safety and protection. From our early days in a family garage in 1975 to becoming a leading UK fire trade supplier, we’ve celebrated many milestones and continue to grow and innovate.
