In order to meet greenhouse gas emissions targets the Great Britain (GB) future electricity supply will include a higher fraction of non-dispatchable generation, increasing opportunities for demand side management to maintain a supply/demand balance. This paper examines the extent of flexible domestic demand (FDD) in GB, its usefulness in system balancing and appropriate incentives to encourage consumers to participate. FDD, classified as electric space and water heating (ESWH), and cold and wet appliances, amounts to 59 TW h in 2012 (113 TW h total domestic demand) and is calculated to increase to 67 TW h in 2030. Summer and winter daily load profiles for flexible loads show significant seasonal and diurnal variations in the total flexible load and between load categories. Low levels of reflective consumer engagement with electricity consumption and a resistance to automation present barriers to effective access to FDD. A value of 1.97 pound/household/year has been calculated for cold appliance loads used for frequency response in 2030, using 2013 market rates. The introduction of smart meters in GB by 2020 will allow access to FDD for system balancing. The low commercial value of individual domestic loads increases the attractiveness of non-financial incentives to fully exploit FDD. It was shown that appliance loads have different characteristics which can contribute to an efficient power system in different ways. (C) 2014 The Authors. Published by Elsevier Ltd.