Europeans Recognise Water Scarcity but Misjudge Their Own Usage

— 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 to the 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.¹

Saving Money: The 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%).
  • Protecting the environment (23%).

Perceived Cost: The 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 who do not plan to adopt water-saving solutions include:

  • Perceived high cost of water-saving devices (28%).
  • Lack of information (25%).
  • Lack of interest (24%).

Water-Saving Devices as a Key Lever to Reduce Domestic Water Use

With bathing and personal hygiene accounting for the largest share of domestic water use², water-saving fittings can contribute significantly to household water conservation 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 lowering the cost associated with heating water.
  • A four-person household using a water-saving showerhead can save up to 47,000 litres of water and €573 per year in combined water and energy costs.
  • This can offset the initial cost of the showerhead in under a month³.

Findings Highlight the 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 understand the consequences associated with it, they do not fully recognise 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 of saving water in their households without having to compromise.