Consumption habits faced with water shortage

• A survey carried out in Belgium, France, Germany, Morocco, the Netherlands, the United Arab Emirates and the United States reveals that a quarter of respondents have felt the effects of water stress in the last twelve months and that more than half of them expect these effects to worsen over the next ten years.
• 74% of those surveyed would change their water consumption if there was a water shortage in their country.
• 64% of those surveyed believe that using less water individually makes a difference to the environment, but 47% do not know enough about how to reduce their consumption.
• The survey reveals that there is an urgent need to raise awareness, as 27% of respondents are unaware of water-saving products and devices. The French are better informed than the European average with 15% of them saying they are not aware of more water-efficient products.

This year alone, disruptions to water supplies have forced countries like France, Spain and the United States to impose restrictions, including limiting water use in agriculture or supplying cities through tankers or cans of water as local resources become depleted.

A representative YouGov survey at the initiative of GROHE was launched in seven countries (Belgium, France, Germany, Morocco, Netherlands, United Arab Emirates, United States) conducted from September 8 to September 26, 2023, with a total of 7.258 people interviewed. Through this international survey, GROHE shows that people expect water shortages to worsen in the coming years. While almost a quarter of those surveyed (24%) are already personally affected by water scarcity today, more than half (51%) expect to be affected in the next ten years. The study also shows that the impact of water stress on a personal level is a key factor in people's willingness to change their water consumption behaviors. In fact, 74% of those surveyed would change their water consumption if a water shortage occurred in their country.

On the other hand, the study also reveals that despite almost daily information on the water crisis, many people still do not take it into account: 30% of them would not change the way they consume water. water, even though water restrictions were imposed by law. As part of this survey, which follows a similar study carried out in 2022, YouGov questioned more than 7.200 people from Belgium, France, Germany, Morocco, the Netherlands, the United Arab Emirates and the United States on their awareness of water scarcity and their showering habits.

7 in 10 people fear an increase in the cost of water and food due to water stress

Across all countries surveyed, citizens expect the water crisis to get worse, but the survey reveals notable differences: whether the Dutch are the least likely to feel affected today (4 %), they are the most convinced that water stress will have an impact on their personal spending on water (75%) and food (74%) over the next five years. Internationally, almost two thirds (65%) fear these costs will increase due to deteriorating water supplies over the next five years. In France, 70% of citizens fear an increase in costs for these key positions.

More than two in three people are willing to reduce their water consumption if the cost of water or energy increases. The study proves that concern about personal impact is a key factor in people's willingness to change their drinking behavior.

Action as the main lever: new showering habits widespread

In 2022, in the context of the energy crisis, GROHE and YouGov carried out a survey which highlighted the motivations of individuals to take individual measures in their showering habits, measures which became widespread in 2023.

Although concerns about personal impact are widespread, people view individual actions as having an impact on a global level. The majority of them (64%) think that using less water personally has an impact on the environment.

In Germany, for example, 51% of people surveyed a year ago said they had changed their showering habits. This year, that figure rose to 57%. Internationally, 65% of respondents said they have already changed their showering habits or plan to do so. Interestingly, people tend to use different strategies. Indeed, in the Netherlands and Morocco, almost a third (32%) of those surveyed shower less often. In France, the largest proportion of respondents take shorter showers (32%), and more respondents in the UAE shower at a lower temperature (23%) than in all other markets surveyed .

Untapped potential for more efficient use of water

Although the survey revealed a high level of awareness of water stress and its potential negative effects, as well as behavioral changes, the demand for additional knowledge on how to combat the water crisis is striking. Overall, 47% of respondents say they don't know enough about ways to save water in their daily lives. Respondents in Morocco (60%), the United Arab Emirates (53%) and France (51%) want to be better informed, the very countries where respondents already feel most affected by water stress.

Meanwhile, 38% of respondents have already installed water and energy saving products in their bathroom, and 24% plan to do so. However, almost a third (27%) say they are not yet aware of any products or devices that could help them reduce their water consumption. These results highlight the importance of raising awareness about technological solutions that can help limit water consumption without having to change behavior, solutions that GROHE has been offering and seeking to raise awareness for a long time.

The survey shows that there is real untapped potential for additional resource savings. Indeed, improving knowledge of resource-efficient technologies and solutions can be the cornerstone of local and national strategies to reduce resource consumption and adapt to limited water supplies.