Grohe, a leading global bathroom and kitchen brand, has presented the key insights from its first Grohe Water Insights study. Revealed during ISH 2025, the findings of the Grohe Water Insights 2025 underscore the crucial role of the industry in driving water conservation. 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 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 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. The key barriers to adoption among those that do not plan to adopt water-saving solutions: the perceived high cost of water-saving devices (28%) top a lack of information (25%) and lack of interest (24%).
With bathing and personal hygiene accounting for the largest share of domestic water use, water-saving fittings can contribute significantly to the conservation of water in the household 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 reducing the cost associated with heating water. A 4-person household that uses a water-saving showerhead can save up to 47,000 litres of water and €573 per year in combined water and energy costs, potentially offsetting initial cost of the showerhead in under a month.
“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,” said Bijoy Mohan, leader, LIXIL International.
