GROHE: Europeans Concerned About Water Scarcity, Underestimate Own Consumption

A new "Water Insights 2025" survey by GROHE AG indicates that two-thirds (66%) of Europeans expect water scarcity in the near future. Despite this concern, a significant 79% substantially underestimate their daily household water consumption, with some believing it to be as low as 1-10 liters per day, far below the European average of 144 liters.

The study, focusing on European markets, highlights that the main driver for saving water is financial benefit. "Saving money" was cited as the key reason by 34% of respondents, surpassing environmental protection or conserving resources for future generations (both 23%).

Paradoxically, while financial savings motivate conservation, the perceived high cost of water-saving products is the largest barrier to their adoption. Over a third of European households have not yet installed such fixtures, with 28% citing high purchase costs as the primary obstacle, followed by lack of information (25%) and low interest (24%).

GROHE emphasizes that water-saving fixtures, particularly in bathrooms and kitchens, offer significant potential for reducing household water use without compromising comfort. The company estimates that a four-person household using a water-saving showerhead could save up to 47,000 liters of water and over €500 annually in water and energy costs. The findings also underscore the role of the HVAC and water industry in educating consumers about the benefits and potential of water-saving technologies.