GROHE has presented 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, the study found that 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 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 10 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%.
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 include: perceived high cost of water-saving devices, 28%, top a lack of information, 25%, and lack of interest, 24%.