Water covers 70% of the Earth’s surface but only 0.3% of water resources can be practically used.1 By 2025, two-thirds of the world’s population may be at risk of water scarcity.2 Each person directly consumes around 140 litres/day of water, 40% of it in the bathroom. The Energy Saving Trust reports that the greatest opportunities for saving water can be found in the bathroom, with showering being the largest water user in the home.3
Water scarcity is a global issue that is now being reflected in consumers’ choices. Conscious consumer behavior is helping to support this market development. Studies suggest that 22% of UK consumers have changed their bathroom routine to use less water, while 34% of Italian consumers are interested in double concentrated bath or shower products.4
Personal care products that require less or even no water are becoming more popular. Avoiding a daily shower with no-rinse products is an option consumer are considering.