The concept of “healthy homes” has been around for several years, but it occupied a greater sense of awareness among homeowners during the response to covid-19. In 2021, concerns for air quality—with a particular focus on viruses and bacteria—were at a peak.

Now, in 2025, a couple of years removed, homeowners and renters alike are returning to pre-covid levels of concern, and trends related to health and safety within the home have followed suit, according to our next iteration of The Farnsworth Group's ongoing study, conducted in partnership with the Joint Center for Housing Studies at Harvard University, since 2014.

The Healthy & Safe Home and Environmental & Energy Performance Attitudes Study provides data and insights into how homeowners and renters define, perceive and interact with healthy home products, issues and solutions:

Who’s Concerned About Home Health and Safety?

Concern about how one’s home environment impacts the health and safety of occupants has decreased since its peak in 2021, falling back to just above pre-covid levels. However, homeowners are perceived as being more knowledgeable about these topics compared to five years ago.

With more than 2,071 survey responses, the data shows that, currently, 32% of homeowners are concerned compared to 42% in 2021. This is 6% higher than what was reported in 2018, which indicates that healthy home concerns are increasing over time, but slowly, giving back a majority of the increase observed in 2020 and 2021.

Age, homes with children, education levels, and other demographics also play a role in these worries, with several of the demographic trends we’ve witnessed over the years holding steady. For example, homeowners under 55 and those with children at home are more likely to be concerned than their counterparts, and their level of unconcern is currently higher than what it was in 2021. In fact, only 20% of individuals 55 and older express apprehension about their home environment affecting their health and safety. Additionally, households making less than $50,000 show a slightly higher percentage of concern, along with individuals possessing a graduate degree.

What Home Health and Safety Concerns are Top of Mind for Homeowners and Renters?

Indoor air quality (IAQ) remains the top category of concern among homeowners who have healthy and safe home worries, cited by more than 50%. From a professional contractor perspective, 34% reported completing IAQ improvements over the past three years.

Other categories of concern include flooding, moisture, or mold; pests; and water quality. However, fewer homeowners are concerned about these top three categories compared to 2021 and even 2018.

In terms of what reasons are causing these concerns, COVID-19 exposure—a main driver in 2021—is no longer a primary worry. Health symptoms or diagnosis of household member(s) is the top reason, selected by 44% of respondents, which is similar to 2021 trends. Household member(s) with mobility limitations; increasing frequency and severity of storms/natural disasters; and media about health risks are other driving factors for concerns.

Looking more closely at the top categories of concern, almost half of homeowners who worry about IAQ are either “very concerned” or “somewhat concerned” about managing household dust, air pollutants from both indoors and outdoors, and contamination. In the other top categories, about one-third of individuals are anxious about dampness or moisture issues, compared to only 20% who listed flooding, which could be an indication of geographic diversity.

How are Consumers Addressing Healthy Home Concerns?

Similar to 2021, installing range hoods/exhaust fans, backup generators, and indoor air quality monitoring systems are the most popular healthy home projects completed by concerned homeowners in the past year. Looking ahead, more homeowners plan to undertake these activities—except for installing range hoods and exhaust fans—than have already done so.

The highest percentage of concerned homeowners, or more than a third, are also interested in mold removal—while only 16% completed such an activity in the past year. More than a fourth of respondents also have intentions to install home theatre/entertainment and audio systems; complete general repair of damage from disasters; put in whole-home air exchangers and purifiers; and complete duct sealing.

What Barriers and Opportunities Exist in the Healthy Home Sector?

Understandably, home health and safety is not top-of-mind for individuals the way it was during the pandemic. There was a natural drop off as the virus became normalized and other concerns—particularly around the economy and personal finances—took priority.

Yet there is still a significant amount of intention around completing home improvement projects designed to improve health and safety, and this presents an opportunity for product manufacturers and retailers.

Homeowners continue to learn about these topics, primarily from Internet research. Other top sources of information include word-of-mouth discussions and referrals from family, friends, and neighbors, along with social media.

A few obstacles exist, as well, which prevent homeowners from following through with planned activities. About 65% of homeowners who have home health and safety concerns are deterred by the cost of the project and/or products and materials and 26% struggle to obtain financing. Roughly a third feel they lack time.

It is important for manufacturers and suppliers to understand both what is driving health and safety concerns, as well as the challenges perceived by homeowners. It is critical to help provide accessible and accurate information about relevant products and materials and to communicate the long-term value of investing in these home improvement activities. Manufacturers also can help contractors and trade professionals keep up with healthy home trends by providing information and support, offering product training, and offering a range of price points on products and materials needed for these projects.

Exploring Insights into Health and Safety Data

Homeowners’ perspectives and attitudes toward healthy home remodeling and products can have significant implications for manufacturers and others working in this sector. Download the full Healthy Home Study to delve deeper into perceptions from homeowners and contractors, or contact our team to conduct customized research into your unique customers and market segment.