Study finds at least 1 in 5 households choose to shift demand to save on their energy bills
Energy transition Climate change Policy & regulation
A new study commissioned by leading energy suppliers reveals that Britain’s retail energy market is undergoing a rapid transformation, with millions of households now signing up for smart tariffs and other deals where they are rewarded for shifting their usage. Their actions lower electricity system costs – and bills – for themselves and all households, whilst helping make the most of green power when it is cheap and abundant.
The Beyond Tariffs: GB Household Flexibility Market Monitor, produced by LCP Delta, combines data from EDF, E.ON Next, Octopus Energy, OVO, and So Energy, covering 65% of the GB households.
EV propositions booming – automation unlocks value
The report shows a surge in consumer uptake of specialised Electric Vehicle (EV) charging propositions. The number of households in the survey on EV propositions doubled year-on-year between 2024 and 2025, rising to 500,000 in 2025.
Crucially, the new analysis points to a shift towards automation. Over 300,000 customers now allow their energy supplier to manage their EV smart charging directly. In these models, customers set parameters (eg. "charge my car by 7 am") and allow the supplier to manage the exact timing based on grid signals. In exchange for this “set and forget” convenience, households get market-leading rates whilst supporting the GB energy grid.
Large uptake from households in flexible products
The analysis reveals that 2.9 million households are now actively engaging with smart products that offer financial incentives for shifting energy usage. These products are generally available to anyone with a smart meter, often without having to change tariffs, and includes reward schemes for lowering demand during peak times, as well as products that offer periods of free or deeply discounted electricity.
Growth in smart time-of-use tariffs
These tariffs offer customers with a smart meter cheaper power during off-peak times (when the grid is quiet). The report shows that 250,000 households switched to a smart meter-enabled ToU tariff between 2024 and 2025. This figure represents the vast majority of growth in this sector, proving that when the right products are available, the market is rapidly embracing dynamic, technology-led pricing.
Closing the data visibility gap
The report complements existing regulatory data collection which focuses only on ToU tariffs. This additional data would empower policymakers with a comprehensive and complete market picture of the wide scope of innovation residential flexibility offers from energy suppliers.
Jon Ferris, Head of Flexibility at LCP Delta, commented: “The narrative that consumers are passive participants in the energy transition is outdated. Our data shows that when the proposition is right – offering value, simplicity, and automation – households are moving fast. To see EV proposition uptake double in a single year is a clear indicator that flexibility is moving from early adoption to the mass market.
“Crucially, this report shines a light on parts of the market that traditional regulatory reporting misses. Suppliers are innovating at speed, creating bundled solar, storage, and heating offers that unlock significant value for the grid and the consumer. It is vital that policy allows innovation to flourish to ensure these benefits become accessible to all.”
Industry leaders unite to drive flexibility
The report was commissioned by a consortium of major suppliers, all of whom are pioneering new ways to help customers engage with the energy system.
Ian Holland, Commercial Performance Director - Retail, EDF, said: “Customers are embracing flexibility, from simple solutions like our Sunday Saver, offering up to 16 hours of electricity on Sundays for saving at peak times, to dynamic options like Freephase, which adapts prices three times a day to market conditions. As other areas of electrification grow, such as heat pumps, solar and batteries, these tariff and offer choices will be key to building an Electric Britain.”
Rachel Fletcher, Director of Regulation and Economics at Octopus Energy, commented: “This first-of-a-kind report shows what Octopus sees every day: when it is simple and rewarding to shift demand to suit the grid, households move fast. Millions are already saving money through smart tariffs, automated EV smart charging and other fun rewards. It is imperative that the grid is changed to make full use of this valuable resource so that more households can get cheaper energy for themselves, drive down waste and reduce costs for everyone else.”
Julian Lennertz, Chief Commercial Officer at E.ON Next, said: “Customers are clearly looking for more control over how they use and manage energy, and the propositions we’re developing at E.ON Next show just how powerful simple automation and clear incentives can be. The findings in this report reflect what we’re seeing across the industry - when the value is obvious and the experience is easy, households are quick to get involved. Flexibility isn’t just key to a more resilient, low carbon system – it’s also one of the most effective ways to help customers access lower bills. The rapid rise in smart tariffs and EV propositions highlights how central flexibility will be to a more resilient, low-carbon system, and continued innovation will be essential to unlocking that potential at scale.”
Alex Thwaites, Director of Electric Vehicles, OVO said: "Since launching Charge Anytime, OVO customers have helped make smarter use of the UK’s electricity grid by charging when demand is low and there is more green energy on the grid."
