GROHE x YouGov survey

• Survey in Belgium, France, Germany, Morocco, the Netherlands, the United Arab Emirates, and the USA reveals that three in four people drink tap water

• Impact of the water crisis: 39% worry about the future availability of their local tap water, as saving water is the biggest driver of decreased tap water consumption

• Study uncovers biggest barrier for drinking tap water in the first place is concerns about quality especially with regards to metals and microplastics – with a majority of respondents likely to purchase a device to enhance the quality of tap water considering investing in a filtration system (77%)

Düsseldorf, 19th March 2024 – Since the ongoing headlines about the growing plastic pollution, the consumption of tap water is increasingly gaining more focus as it is a resource-efficient way to avoid single-use plastic bottles. But at the same time, water shortages are affecting the consumption: For example, almost 200 communes in southern France were forced to use alternative sources for running water due to local droughts this year. This is also reflected in the findings of a recent YouGov survey conducted for GROHE in seven countries. The results found that tap water is popular, with 72% of respondents confirming that they drink water from the tap. It is most popular in the Netherlands (89%), followed by Morocco (83%) and the USA (71%). Although 51% say their tap water consumption has stayed about the same over the last 12 months, the study also reveals a declining trend (29%), driven by the goal of saving water and concerns about its quality, as well as worries about water scarcity affecting supply.

Availability and cost savings drive popularity of tap water

Almost half (47%) say they drink tap water whether it is filtered or not, while a quarter drink only filtered tap water (25%). When compared to bottled water, respondents drinking tap water prefer it mostly for its immediate availability (58%) and potential cost savings (52%). Convenience (43%) – not having to carry water crates – and sustainability (42%) – reducing the use of single-use plastic bottles – also play an important role for many respondents who choose to drink tap water.

Confidence in tap water quality is divided – concerns about metals and microplastics hinder consumption

With so many people choosing to drink tap water, the majority of respondents say they are confident in the quality of their local tap water (53%). However, a staggering 40% are not confident in its quality. In fact, the survey reveals that worries about contaminants, such as metals or microplastics, discourage a significant number of people from consuming tap water: Almost half (49%) of respondents who do not drink tap water cite these concerns as the reason – in France, this proportion is highest at 58%. In addition, 18% (1) of respondents with a decrease in tap water consumption believe that the quality of their tap water has deteriorated over the past year, which has led them to reduce their consumption. When broken down by country, there are significant differences: At least a quarter of respondents in the United States (25%), Morocco (27%), and the United Arab Emirates (29%) report a decline in tap water quality causing their reducing consumption, but these numbers are fewer in Belgium (5%) and the Netherlands (1%).

Survey highlights rising demand for home tap water enhancement solutions

Amid widespread apprehension about quality and the potential contamination of local tap water, a substantial share of respondents express an interest in purchasing a device to enhance their home tap water experience. Specifically, over three quarters (77%) (2) of respondents likely to purchase a device to enhance water quality indicate a willingness to invest in a filter to elevate the quality of tap water in their kitchens. Moreover, 45% of those who abstain from consuming tap water cite unfavorable taste as the primary reason. These findings underscore the potential efficacy of enhancement solutions like tap water filtration systems in encouraging greater adoption of tap water consumption.

Tap water consumption is changing – and reasons vary regionally

The ecological benefits of tap water can conflict with the impacts of the ongoing water crisis: This year has shown again that water shortages can require supply through other sources, such as bottled water. The survey finds that this is a noticeable concern for respondents, with 39% worried about the future availability of tap water in their region/country. Especially those countries already affected significantly by water stress and restrictions, such as Morocco (47%) and France (46%), are the most worried about its supply. Overall, almost double as many people claim that their tap water consumption has decreased (29%) in the past twelve months than has increased (15%). By far the biggest reason for the decrease is people trying to save water (41%) (3). The occurrence of regional water scarcity also impacts the decrease of tap water consumption in affected markets, such as the United Arab Emirates (34%) and Morocco (21%), and also significantly in Germany, where more than one in four give this is the cause (26%).

GROHE Blue water systems: Enhancing tap water according to individual taste

With the objective of enabling people to drink tap water, the GROHE brand is dedicated to developing solutions to barriers such as unpleasant taste and impurities. Its GROHE Blue water systems offer a broad choice of enhancement options for different tap water conditions: from removal of impurities and refinement of taste through filtration technology, to carbonation for sparkling water enjoyment. In addition, the water systems help counteract the high percentage (36%) of respondents that say they drink water from single-use plastic bottles, as the brand directs its efforts towards raising awareness and educating people to combat the ongoing global plastic crisis (4).

Methodology:

GROHE commissioned a representative YouGov survey in seven countries (Belgium, France, Germany, Morocco, Netherlands, United Arab Emirates, USA). The survey was conducted from 08 September to 26 September 2023, with a total of 7,258 people interviewed.

Disclaimer: This press release is intended to provide an overview of the most relevant and interesting market data from the survey. More detailed data can be found in the attached spreadsheets. Please do not hesitate to contact us if you have any questions about the survey, its findings and methodology.

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