New research from Knipex offering some insight into what plumbers value in their tools could help shape better conversations at the trade counter.

The findings, pulled together from surveys, focus groups and merchant visits across the UK, paint a clear picture: when it comes to tools, plumbers aren’t chasing the cheapest option, they are looking for something that lasts. In fact, 61% of plumbers say quality is their main priority. Just 9% put price first.

The research also highlights a few trends that are shaping how tools are bought and what tradespeople expect to find in branch. Trade counters remain central to how plumbers buy, with around 70% still purchasing in branch, but more than 80% are also buying online at least occasionally. This means tradespeople are moving between channels; researching online, then heading in-store when they want to get a feel for a tool before buying.

The findings also show how the job is changing and the way this is influencing purchasing decisions. With the growth of heat pumps, smart controls and more complex systems, electrical work is becoming part of the plumbing role. According to the report, almost half of plumbers have already trained in electrical skills, with many more planning to do so in the near future. That crossover is opening up new opportunities, as tools like VDE pliers, cutters and crimping equipment becomes increasingly relevant to plumbers as well as electricians.

Another key takeaway is strong brand demand. Nine in 10 plumbers said they would buy Knipex if it were stocked locally, suggesting there is a clear appetite for premium tools when they are readily available.

“Our research uncovered some really interesting trends around how plumbers are buying tools and how the job itself is evolving, particularly with the move into electrical work,” says Jason Cunningham, Product and Technical Support at Knipex.

“But at the end of the day, it still comes down to the basics. Plumbers want tools that fit the job and just work - something that can handle tight spaces, cut cleanly and feel comfortable to use all day. If it saves time and does the job properly first time, plumbers will invest in it.”