Water Insights 2025 Reveals Europeans’ Misconceptions About Water Usage Despite Willingness to Save
GROHE, a leading global brand for complete bathroom solutions and kitchen fittings, presents key insights from its first GROHE Water Insights study. The results for Europe highlight strong awareness of water scarcity among Europeans, contrasted by significant underestimations of personal water use. While saving water to save money is deemed the best reason to do so, perceived cost is also the biggest barrier for adoption of water-saving devices.
Europeans recognise water scarcity but misjudge their own usage
Two thirds (66%) of Europeans surveyed expect water scarcity in the future and the majority (87%) consider water efficiency in their household to be personally important. Despite the sense of importance and willingness to act, 79% underestimate daily domestic water consumption, with 22% of respondents believing it to be as little as one to ten litres per day. In reality, the average European consumes 144 litres daily(1).
Saving money top reason for water conservation
Results show that the primary motivation for water conservation among Europeans is financial savings (with 34% indicating “to save money” as their top reason to save water). This surpasses generational or societal motivations such as safeguarding water resources for future generations (23%) and protecting the environment (23%).
Perceived cost also top barrier to water-saving device adoption
While the majority of Europeans value water conservation in the household, more than a third have not yet installed water-saving devices. Key barriers to adoption among those that do not plan to adopt water saving solutions: Perceived high cost of water-saving devices (28%) top a lack of information (25%) and lack of interest (24%).
Water-saving devices as key lever to reduce domestic water use
With bathing and personal hygiene accounting for the largest share of domestic water use(2), water-saving fittings can contribute significantly to the conservation of water in the household without sacrificing comfort. Conversely, they also hold large financial saving potential for consumers. GROHE’s innovative EcoJoy technology can reduce water consumption by nearly 50%, while also reducing the cost associated with heating water. A four-person household that uses a water-saving shower head can save up to 47,000 liters of water and €573 per year in combined water and energy costs, potentially offsetting initial cost of the showerhead in under a month(3).
Results highlight responsibility of the HVAC and water industry
Revealed during ISH, the world’s leading trade fair for HVAC and water solutions, the findings of the GROHE Water Insights 2025 underscore the crucial role of the industry in driving water conservation. While consumers in Europe acknowledge water scarcity as a pressing issue, and the consequences associated with it, they do not fully understand their own role in solving the problem. This presents the HVAC and water industry with a great opportunity – and an increased responsibility to inform and educate consumers on the possibilities to save water in their household without having to compromise on comfort or make extensive investments. ISH serves as the ideal platform to spotlight these insights, bringing together industry leaders to drive meaningful change.
Bijoy Mohan, Leader, LIXIL International says:
“These findings are as encouraging as they are a call to action: European consumers are not closing their eyes to the issue of water scarcity. Still, many don’t fully realise the value of water and their ability to contribute to water conservation. As an industry, we have a responsibility to educate consumers as to the smart choices they can make, while also making sure they don’t have to choose between enjoying water and saving one of our most precious resources. By providing products that allow consumers to save water without compromising on their everyday rituals, we can help them have a meaningful impact.”
Global results point to the Middle East as leading region for water-scarcity awareness with the highest adoption rate of water-saving fittings. Regional comparison shows that the Middle East takes a consistent leadership role in terms of problem-awareness (72%)(4), personal prioritization (80%)(5), and the adoption of water-saving fittings (60%)(6) when compared to Europe and North America. When comparing the latter regions, Europeans consider water shortages in their region more likely (+11ppt.) than North Americans. And while both regions are at eye-level in terms of water-saving intention (both 69%), they diverge notably in the adoption of water-saving fittings with a higher adoption rate in Europe (57%) than in North America (47%).
The Middle East experiences the highest water stress of the three regions, which aligns with the heightened awareness and proactive measures observed there. Notably, despite the U.S. facing higher overall water stress than Europe, Europeans are more aware of the issue, perceive water shortages as a greater risk, and have a higher adoption rate of water-saving solutions.(7)
The GROHE Water Insights 2025 conducted in December 2024 investigates the perceptions and positions of consumers globally towards water scarcity, water usage, and water saving. The study draws its findings from 20,516 responses across 12 countries in three regions (Europe, Middle East, North America). In Europe, the study covers Italy, Germany, France, the UK, Belgium, Poland, Denmark, and the Netherlands. The Middle East includes Saudi Arabia, the UAE, and Morocco, while North America includes the U.S. states of New York, New Jersey, California, Florida, Ohio, Texas, and Illinois.
1. European Environment Agency
2. Bundesverband der Energie- und Wasserwirtschaft e.V., 2024
3. This calculation example is based on the following parameters: Household of 4 people using 7 minutes of shower time per person per day. The costs are based on the following estimate: Energy cost (electricity) 0,289 €/kWh, water cost (without waste water) 0,0035€/litre. Assumption of flow rates (measured flow at 3 bar pressure): Old product flow rates: 12 l/min for shower New product flow rates: 7.4 l/min for shower. New product is equipped with water-saving EcoJoy technology. GROHE does not guarantee the accuracy and correctness of the results, as the calculation depends on many unforeseeable factors and is therefore non-binding. In particular, it depends on water and energy prices, consumer behavior and the technical installations on site.
4. 72% of respondents in the Middle East think it is likely that there will be a water shortage in another country within their part of the world. This is 65% for Europe and 55% for North America.
5. 80% of respondents in the Middle East say that water efficiency in daily life is important to them. This is 69% for both Europe and North America.
6. 60% of respondents in the Middle East say they have installed water-saving devices in their household. This compares to 57% in Europe and 47% in North America.
7. Food and Agriculture Organization of the United Nations
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