What Consumers Really Think About Their Water

The WQA Podcast explores what consumers really think about their home water quality. Greg Reyneke, MWS, Managing Director of Red Fox Advisors, discusses key findings from the newly released 2025 Consumer Insights Report, which reveals how household attitudes toward tap water, contaminants and water treatment systems are evolving.

The conversation highlights the report’s standout findings — including that water treatment product ownership is up 35% since 2021, showing continued consumer confidence in certified solutions. That confidence is backed up by 91% of current users responding that they intend to continue using water treatment systems in their homes. The report indicates that 58% of U.S. households are concerned about tap water safety, but are unsure where to go for help understanding it.

Reyneke, WQA’s vice president, explains what these numbers mean for water treatment professionals and how they can use these insights to better connect with customers. The report, formerly known as the Consumer Opinion Study, was expanded and enhanced this year to provide more actionable insights.

To get your own copy of the report, visit insights.wqa.org. A high level overview of the results is available to the general public, or WQA members can log in to download the full report.