5 consumer trends shaping the future of water

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October 17, 2024
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The global water industry is undergoing a transformation — not just from regulatory and environmental demands, but from consumers, who are more aware and conscientious than ever. Their preferences are reshaping how we use, manage and consume water, and companies across diverse industries are taking note.

In an increasingly resource-conscious landscape, shifting consumer priorities are driving changes in water consumption and management. The following five trends present opportunities for businesses that adapt and innovate to meet these evolving demands.

  1. Sustainable packaging sets a new standard

The push for sustainable packaging has never been stronger. Consumers are more aware of the environmental toll caused by plastic waste, and businesses are feeling the pressure to move away from single-use plastics. According to PwC’s 2024 Voice of the Consumer report, 38% of consumers say that eco-friendly packaging influences their purchasing decisions, and 34% want to see water conservation prioritised. Consumers also report that they would be willing to pay 9.7% above average price for sustainably produced or sourced goods. 

Deloitte’s latest Gen Z and Millennial Survey reinforces these findings. “About four in five respondents say they want business to do more to enable consumers to make more sustainable purchasing decisions, whether it’s making products more affordable, greening their supply chains or using more sustainable packaging,” the study reports

This is pushing companies towards sustainable packaging solutions and circular models that reduce waste. Reusable materials, such as glass bottles or recyclable aluminium cans, are setting a new standard for how products are delivered to consumers.

  1. Health-conscious hydration is a growing market 

The global wellness market is estimated to be worth more than $1.8 trillion, and health-conscious consumers are paying closer attention to their water choices.

Innova Market Insights revealed that hydration is the most sought-after benefit among consumers in the food and beverage sector, driving their purchasing decisions. Today’s consumers are looking for health benefits in every sip. Vitamin-enriched hydration products and functional water options are growing in popularity, particularly in the Middle East, Africa and U.S., as consumers look for beverages that not only quench thirst, but also enhance their overall wellbeing.

  1. Water availability and quality are increasing consumer concerns 

Concerns about water scarcity are no longer confined to specific regions — they’ve become global issues. Consumers are more informed than ever about the challenges of accessing clean, safe water. Ecolab’s 2024 Watermark Study found that 80% of consumers in the U.S. list access to clean, safe water as a significant environmental concern, with similar sentiments reflected worldwide. This perception is influencing purchasing behaviours, with consumers reporting that they have stopped using or purchasing products because of how much water it takes to manufacture them. 

For businesses, this presents a unique opportunity. Brands that demonstrate a commitment to reducing water usage and adopting sustainable water management practices can build stronger, trust-based relationships with today’s eco-conscious consumers — positioning themselves as leaders in both environmental responsibility and long-term value creation. 

  1. Intentional spending is replacing price-consciousness

Consumers remain cost-conscious, but their priorities have evolved. While affordability and price remain important, Nielsen reports that consumers are also focused on values and a product’s impact beyond the price tag. Sustainability, transparency and ethical production are emerging as critical factors in purchasing decisions.

McKinsey’s analysis of this trend points to the “squeezed-but-splurging middle” in advanced economies. These middle-income consumers, despite financial pressures, are spending on experiences and goods that align with their values, especially in categories like travel, dining out, groceries and discretionary purchases. This highlights a growing demand for meaningful purchases, and businesses that align with consumers values — beyond price — will have a distinct advantage.

  1. Consumers expect action from water-intensive industries

As water conservation becomes a global priority, consumers are holding specific industries accountable. Water-intensive sectors are increasingly seen as the ones responsible for leading efforts to reduce water usage. According to Ecolab, 38% of U.S. consumers are looking to agriculture to lead the way, followed closely by food and beverage at 32% and manufacturing at 30%. These numbers are consistent worldwide.

Deloitte’s 2024 Gen Z and Millennial Survey also reports that roughly 6 in 10 Gen Zs and millennials believe businesses have the opportunity to influence societal challenges, such as protecting the environment.  

For corporate leaders, this is an invitation to innovate. Our air-to-water solutions empower companies to scale from ready-to-drink bottled and canned mineral water to commercial systems and large-scale applications, tailored for a wide range of industries. By delivering clean water without depleting traditional resources, A1RWATER enables businesses to meet consumer expectations for sustainability while addressing their operational needs.

The consumer push for smarter water solutions

The water industry’s next chapter will be written not just by governments and regulators, but by consumers who are ready to reward companies that match their values. As companies adapt, those that lead the way will shape a future where smart water management is more than a responsibility — it’s a strategic advantage.

Are you ready to upgrade your water strategy? Reach out to our team to explore how A1RWATER can support your sustainability goals and meet the growing demand for responsible water solutions.