Water efficiency labelling research

CCW and the Department for Environment, Food and Rural Affairs (Defra) jointly commissioned research to understand what consumers expect from future UK water efficiency labelling.

The research explored how a UK water efficiency label could encourage water efficient decision-making, and the most effective channels and messages for communicating the label launch. The study covered England and Wales.

The research showed a positive response to the proposed labelling. The public thinks the labels are easy to understand and could help them make quick, water-efficient buying decisions, especially when replacing products out of necessity. Most people would pick a product marked as water efficient. Views on water efficient labels are already positive with more people thinking that they cost less than their non-efficient equivalent and that their more efficient rating does not affect performance.

The UK mandatory water efficiency label will be launched for relevant water-using products, from white goods through to plumbing and bathroom fittings. They could help consumers use water (and energy) more efficiently. They could also help save money on water and energy bills at a time when rising household costs are at the forefront of many people’s minds. The rollout follows a public consultation in which the label received widespread support.

Key findings

Consumer expectations of the label

Consumers expect water efficiency labels to give them a clear, easy to understand picture of the water efficiency of the product.

Effective communication channels

• Consumers that want to see more information on the efficiency of a device would like it on the label itself (61%)
• A large proportion would like to get more information in a product manual (46%) or through an accompanying website (reachable by link 35% or QR code 26%).
• Working with manufacturers to communicate product water efficiency through these routes could be effective – most people (83%) thought it is important that a manufacturer communicates how much water their product uses.

Encouraging water efficient decision-making

• Views on water efficient products are already positive – people believe they cost less (43%) or the same (29%) as non-efficient alternatives, and that they work better (37%) or do not affect good performance (47%).
• The majority (83%) of people would opt for the product with a water efficiency label when asked to choose between identical products. This supports the finding that a water efficiency label would make seven-in-ten people (69%) think about actions to reduce water use.
• The amount of water that smaller appliances use is often overlooked, making it important to include a water efficiency label on appliances such as taps.
• Customers are more likely to factor in water efficiency when they have more time to make decisions. As the public becomes more aware of water efficiency labels, there is more opportunity for them to influence their purchasing decisions over a longer period.

Next steps

The UK Government is expected to launch its water efficiency labelling this year. CCW will be commissioning future research to assess how well the label is working for consumers and whether it has encouraged people to consider water efficiency when buying new products.