ETF Report 2026

The drivers of growth

The ETF Report examines the rapidly evolving UK ETF market, helping firms understand awareness, usage, and future growth opportunities. The report investigates the drivers behind growth in ETF adoption, and explores whether learnings can be applied across the wider investment market.

Demographic data:

1. ETF awareness trends: how recognition of ETFs has expanded across the UK population, shifts in familiarity among age groups, income brackets, and investor profiles.

2. Ownership patterns: which demographic segments are adopting ETFs fastest, ownership comparisons across generations, and the extent to which ETFs are becoming a mainstream holding.

3. Change over time: data showing how ETF uptake has evolved, the demographic cohorts driving growth, and those beginning to close the gap as awareness increases.

4. Consumer perceptions: insight into how different groups understand and interpret ETFs.

Behaviour & positioning:

1. Drivers of purchase: what motivates investors to choose ETFs, including the practical reasons they add them to portfolios and how these motivations differ across investor types.

2. Role in portfolio: how investors position ETFs within their broader holdings, and the functions ETFs are expected to fulfil compared with traditional funds.

3. Barriers to buying: key obstacles that prevent consumers from choosing ETFs.

4. Active & Thematic perceptions: how investors view newer ETF categories.

5. Market positioning: an evaluation of how ETFs are presented across platforms, best‑buy lists, and third‑party sources.

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