The latest study data on consumer behaviour in Europe has shown that over one-third of consumers prefer to buy from brands that are committed to protecting the environment, with buyers considering the brand’s values and purpose as a priority, more so than the price during the decision-making process.

Data collected from the Marine Conservation Society UK suggests that plastic bottles are the worst contender for littering rivers and beaches, whilst GROHE reports that it takes up to 7 litres of water to produce just 1 litre of commercially available bottled water.

With this latest data in mind, GROHE predicts the filtered water tap market will reach even greater heights in 2022 and beyond as consumers’ purchasing behaviours continue to be increasingly considered and sustainably-minded.

Elina Enqvist-Twomey, Leader Category UK, LIXIL EMENA for GROHE kitchen categories says “Awareness around sustainability and our impact on the environment has been growing steadily over the past few years and now we’re seeing this reflected in purchasing behaviours. Homeowners are shopping more consciously, and in the home there is increasing interest and demand to switch out bottled water for filtered systems that are available on tap. Our GROHE Blue filtered water systems remain a key and fast-growing product category. With the topic of sustainability now firmly front of mind for all of us, we see even greater potential for water filtration systems to become a staple in the modern sustainable home”.

With its latest campaign, Made for your local water, GROHE offers awareness, sustainability, and convenience in the form of its GROHE Blue filtered water tap which seeks to encourage the elimination of single-use plastic water bottles and allows for a sustainable alternative to filtered bottle water.