1 September 2005
A new body has been set up to promote the efficient use of water and aims to reverse the trend in rising demand, and reduce stress on the water supply-demand balance, within five years.
The drive is needed as, according to government figures, there was a steady increase in average household water consumption between 1970 and 1990. Since 1990 most of the additional demand for water has resulted from the increase in household numbers rather than an increase in consumption per household.
Ofwat reports that average per capita consumption has risen from 146 litres a head per day in 1994/95 to 154 litres a head per day in 2003/04.
Welcoming the body, to be known as Waterwise, environment minister Elliot Morley said:"Demand measures involve a range of activities to influence the habits of consumers and of businesses, and encourage the adoption of improved technology and design.
"As part of the co-ordinated, collaborative approach towards ensuring a sustainable water supply, Waterwise has a welcome contribution to make."
It has also been reported that the government is currently assessing the feasibility of a product labelling scheme for water-using appliances to indicate their relative water use.
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