Others Hansgrohe Group

Shorter yes, colder no: This is how Germany showers during the energy crisis

The Hansgrohe Shower atlas

Schiltach, January 2023. Saving energy is the order of the day. But does that mean Germans take shorter showers, colder showers or no showers at all? That's what the Hansgrohe Group, a leading company in the bathroom and kitchen industry, found out together with YouGov in a representative survey of 3,442 participants.

Basic willingness to save water and energy

45 percent of Germans are willing to save energy when showering. To do so, 69 percent would take shorter showers, and only 32 percent would turn the faucet colder. 44 percent of respondents already turn off the water while using shampoo, shower gel and the like.

A positive signal for the future: At 53 percent, 18- to 24-year-olds in particular are prepared to adapt their showering behavior to the energy crisis. Mecklenburg-Western Pomerania (33 percent) brings up the rear in a comparison of the German states. The people in the capital are also less willing to take shorter and/or colder showers (Berlin: 40 percent).

Showering, heating or washing the car?

Before turning on the water temperature, Germans prefer to turn down the heating: Half of those surveyed (50 percent) would accept a colder apartment as a contribution to the energy crisis, while only 29 percent would prefer to turn the temperature control knob on the shower faucet. And even if the car is often referred to as the German's favorite child: If water has to be saved, then it would be better not to wash the car than not take a shower.

However, 71 percent of Germans would reduce the frequency of their showers if there were a water shortage in their region. And for almost half (48 percent) of all Germans, washing themselves with a washcloth would be an alternative to showering. The classic washcloth is particularly popular with the over-45s and in Rhineland-Palatinate and Berlin.

Interested? Yes! Concrete actions? Rather no!

74 percent consider the topic of "energy crisis" to be important. So do 69 percent on the subject of "saving water." More than half of those surveyed - 55 percent - are interested in their water consumption when showering. People from Baden-Württemberg are leading the way: in the state, as many as 63 percent say this about themselves. Nevertheless, only 16 percent of Germans talk very often within the family or with friends about the topic of saving water when showering. A water consumption display is still important to 48 percent. Only 21 percent of Germans plan to replace their shower head with a water and energy-saving model: despite the call for an energy turnaround and rising energy prices.

A large majority also does not want to be subject to government regulation: 72 percent reject a fundamental requirement to save water on the part of politicians. Concerns here come primarily from Brandenburg, Mecklenburg-Western Pomerania, Saxony and Rhineland-Palatinate.

Hot water generation mainly via gas

Does the energy for hot water come from renewable or conventional energy sources? In terms of CO2 emissions, this also has an influence on how sustainable the showering experience is. At 42 percent, gas is the leading source of hot water generation throughout Germany, followed by electricity (22 percent) and oil (12 percent). Alternative energies and geothermal energy each account for 6 percent.

About the Hansgrohe Group – Setting the Beat of Water. Since 1901.

With its brands AXOR and hansgrohe, the Hansgrohe Group, based in Schiltach/Southern Germany, enjoys a reputation as a leader in innovation, design and quality within the bath and kitchen industry. Founded in 1901 in the Black Forest, the company gives water form and function with its faucets, showerheads and shower systems. The 120-year history of the company is marked by innovations, such as the first hand-held shower with multiple spray types, the first pull-out kitchen faucet, and the first wall bar to hold a hand-held shower.The company holds more than 18,500 active property rights. The Hansgrohe Group stands for long-lasting quality products and for responsibility towards people and the environment. Sustainable production of resource-conserving products is central to the company’s business activities around the globe. With 34 subsidiaries and 20 sales offices supplying products in 152 countries, the globally active company in the sanitary industry is a reliable partner to its customers in all regions of the world. The Hansgrohe Group, its brands and products have won numerous awards, including more than 700 design prizes since 1974. The products of the Hansgrohe Group are found worldwide: on renowned cruise ships, in luxurious 5-star and boutique hotels, in international metropolitan cities, in extraordinary spas, exclusive bathrooms of lodges and luxury villas, public facilities, as well as in countless private homes. The Group’s high quality standards are ensured by seven wholly-owned production facilities: four in Germany, one each in France, the United States and China. In 2021, the Hansgrohe Group generated a turnover of EUR 1.365 billion. It employs around 5,400 people worldwide, about 60 percent of whom work in Germany.

About YouGov

YouGov is an international data and analytics group. Data is collected on a participatory panel with over 22 million registered members worldwide. This makes YouGov one of the largest market research networks in the world. This survey is based on online interviews with participants of the YouGov Panel Germany.


Astrid Bachmann
Deputy Lead Corporate Communications, Global PR AXOR