Europe’s water use misconceptions threaten conservation

[EUROPE] As Europe faces mounting water scarcity, new research reveals that most Europeans significantly underestimate their personal water consumption, posing a challenge to conservation efforts. Despite widespread awareness of water shortages and the importance of saving water, a disconnect between perception and reality threatens the continent’s ability to secure this vital resource for the future.

Widespread Misconceptions About Water Consumption

A recent survey of over 20,000 Europeans across 12 countries found that 79% of respondents underestimate their daily domestic water use, with nearly a quarter believing they use as little as one to ten litres per day. In reality, the average European consumes about 144 litres daily—a figure that highlights a critical gap in public understanding.

This misperception persists even as 87% of Europeans say water efficiency at home is important, and two-thirds expect water scarcity to worsen in the coming years. The findings, part of the Grohe Water Insights 2025 report, underscore the urgent need for better public education and more effective conservation strategies.

Motivations and Barriers to Water Conservation

While the majority of Europeans express concern about water shortages, financial savings are the primary motivation for reducing water use, cited by 34% of respondents. Environmental reasons—such as safeguarding resources for future generations or protecting the environment—are secondary, each mentioned by 23% of those polled.

Despite this willingness “on paper,” more than a third of Europeans admit they have not yet taken practical steps to save water at home. The main barriers include:

• Perceived high cost of water-saving devices (28%)
• Lack of information (25%)
• Lack of interest (24%)

The State of Europe’s Water Resources

Europe’s water resources are under increasing pressure from climate change, pollution, and overuse. Only a third of the continent’s surface water bodies are in good health, according to the European Environment Agency. Each year, 20% of Europe’s territory and 30% of its population are affected by water stress.

Agriculture and industry are the largest consumers of water, but household use remains significant. In France, for example, average daily water use is around 150 litres per person, with 93% devoted to hygiene. Projections suggest this figure could double by 2050 if current trends continue and global warming intensifies.

Policy Initiatives and Solutions

Recognizing these challenges, the European Commission is advancing new water resilience strategies. Recent proposals include:

Financial incentives for farmers: The EU plans to offer subsidies for drought-resistant crops and precision irrigation tools, aiming to reduce agricultural water waste.

“Water Efficiency First” principle: This approach prioritizes optimizing water use before tapping new sources and may become legally binding for certain sectors.

Infrastructure investments: The European Investment Bank is set to increase funding for water sector improvements and ecosystem restoration, such as wetlands to mitigate flooding.

Practical Steps for Households and Communities

Experts and policymakers agree that individual action is essential to complement broader reforms. Key ways Europeans can save water include:

Install water-saving devices: Low-flow taps, efficient toilets, and smart irrigation systems can significantly reduce household consumption.

Fix leaks promptly: Even minor leaks can waste thousands of litres annually.

Adopt mindful habits: Shorter showers, turning off taps while brushing teeth, and running dishwashers or washing machines only with full loads can make a difference.

Reuse greywater: Water from sinks or showers can be reused for gardening or cleaning.

Stay informed: Public campaigns and better access to information can empower consumers to make sustainable choices.

The Way Forward: Bridging the Gap Between Awareness and Action

While Europeans are more aware of water scarcity than their North American counterparts, and adoption rates of water-saving solutions are higher, the gap between awareness and actual behaviour remains a significant hurdle.

As Bijoy Mohan, leader of LIXIL International, notes, “European consumers are not closing their eyes to the issue of water scarcity. Still, many don’t fully realize the value of water and their ability to contribute to water conservation”.

Securing Europe’s water future will require a combination of robust policy, technological innovation, and, crucially, a shift in personal habits. As climate change and population growth intensify pressure on water resources, bridging the gap between perception and reality is essential. By understanding true water consumption and adopting proven conservation measures, Europeans can play a pivotal role in safeguarding this indispensable resource for generations to come.