There is awareness of water scarcity among Europeans but they don’t understand their role in solving the problem, recent Grohe research reveals.

Findings of the Grohe Water Insights Study 2025 was revealed during ISH and highlighted the role of the industry in driving water conservation.

The study draws its findings from 20,516 responses across 12 countries in three regions (Europe, Middle East, North America).

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In Europe, the study covers Italy, Germany, France, the UK, Belgium, Poland, Denmark, and the Netherlands.

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.

While consumers may be aware of the need to use water efficiently, the Study found financial savings as the primary motivation as the best reason to save water.

Over a third (34%) reported “to save money” as their top reason to save water.

It is considered more important than safeguarding water resources for future generations (23%) and protecting the environment (23%).

However, while the majority of Europeans value water conservation in the household, more than a third have not yet installed water-saving devices.

Consumers cite the key barriers to adoption as perceived high cost of water-saving devices (28%), a lack of information (25%) and lack of interest (24%).

Leader of Lixil International Bijoy Mohan commented: “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.”