WQA’s 2025 Consumer Insights Report – formerly known as the Consumer Opinion Study – has been expanded and retooled to deliver the data-driven intelligence water treatment providers need to precisely identify, engage, and serve their target audience. This comprehensive report goes beyond surface-level demographics, diving deep into consumer behaviors, preferences, and decision-making processes regarding water quality and treatment services.
WQA commissions this national study once every two years, so the report contains more than a decade of historical data showing U.S. consumers’ evolving attitudes toward water and water treatment.
WQA members can download the complete report, which provides full access to data and insights on trends shaping consumer trust, adoption and behavior, offering a deeper view into how U.S. households perceive, prioritize and act on water treatment.
Key insights members will find in this report:
- A clearer picture of how concern about water quality compares to actual consumer action
- Shifts in how and when households are choosing to treat their water
- Trends in product ownership, installation and maintenance
- Insights into the moments when consumers are most open to making water treatment decisions
The premier member version includes access to the raw dataset as well, allowing benchmarking of data and additional insights through segmenting responses.
(WQA membership required)
Sign up to receive public version
Not a WQA member yet? You can access a 10-page public report that summarizes the data and insights. Fill out our form to receive a copy in your inbox:
Copyright © 2025 by Water Quality Association. All rights are reserved. No part of this Consumer Insights Report may be copied, duplicated, reproduced, published, distributed, displayed, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without the prior express written permission of Water Quality Association.