A new study by GROHE has revealed critical insights regarding Europeans’ perceptions of water consumption and conservation efforts. The GROHE Water Insights 2025 report reveals that while a significant majority of Europeans anticipate future water shortages, they largely underestimate their own daily water usage.
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.
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.
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%).
Despite a general interest in water conservation, the study identified significant barriers to the adoption of water-saving devices. More than a third of respondents reported not having installed any conservation technologies, primarily due to perceived high costs (28%), a lack of information (25%), and a lack of interest (24%).
The findings also highlight the potential of water-saving devices to dramatically reduce domestic water use. With activities like bathing and personal hygiene accounting for a significant share of household consumption, implementing water-saving fittings can lead to substantial savings. For example, GROHE’s EcoJoy technology claims to reduce water consumption by nearly 50%, offering potential savings of up to 47,000 litres and €573 annually in water and energy costs for a four-person household.
Globally, the study indicates that the Middle East exhibits the highest awareness and adoption rates for water-saving fittings, contrasting with European and North American regions. The GROHE Water Insights survey, conducted in December 2024, gathered 20,516 responses across 12 countries to assess consumer attitudes toward water scarcity and conservation.
“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,” says Bijoy Mohan, Leader, LIXIL International.
