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Sustainability Meets Convenience: GROHE Blue Filtered Water System

GROHE Blue 1
  • Tailored to the needs of today’s society: GROHE Blue offers the perfect balance between convenience and sustainability
  • GROHE enables its partners to enhance the kitchen experience offering a highly desirable drinking water solution for today’s consumers 
  • Made for your water: GROHE launches local activation as part of a wider, attention-grabbing 360° marketing campaign

It is becoming increasingly important for consumers to integrate more sustainable routines into their everyday lives. As a result, consumers are seeking products that meet their high demands for convenience and quality, while offering sustainability and consideration to the environment. With its filtered water system Blue, GROHE, a leading global brand for complete bathroom solutions and kitchen fittings, offers an innovative solution that supports mindful consumption and a sustainable lifestyle; refined local water direct from the kitchen tap – chilled and filtered in still, light sparkling, and sparkling options. Thanks to its innovative functionality, GROHE Blue is time, space, and resource-saving, while providing high quality standards and improved taste. With GROHE Blue, retailers and installers can offer their customers a striking centrepiece that will set apart their kitchen sink area whilst empowering the consumer to make a real difference towards achieving more sustainable water consumption.

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Made for modern kitchen experiences

In the kitchen, consumers are looking for products that support in making their everyday lives more convenient and environmentally friendly while also meeting their expectations of design and functionality. The GROHE Blue water system equips professional partners with a unique solution that combines the best of form and function. A timeless kitchen tap that transforms local water into filtered, chilled drinking water, with the additional options of still, lightly sparkling, or sparkling water at the touch of a button – all while eliminating single-use plastic bottles from the kitchen one glass at a time. The heart of the GROHE Blue is its chiller – equipped with a state-of-the-art filter technology, it removes any impurities ensuring improved, clean, quality water for enhanced taste. Using filtered water can even help to enhance the taste of tea and coffee by enhancing aromas to their fullest.

An innovation with real impact

A recent study on consumer behaviour in Europe has shown that over one-third of consumers prefer to buy from brands that are committed to protecting the environment. In the decision-making process, buyers consider the brand’s values and purpose as a priority, more so than the price (1). With GROHE Blue, which was awarded the German Sustainability Award Design 2021, GROHE supports its partners in proactively shaping this trend and positioning themselves as thought leaders in the area of sustainability. With a GROHE Blue water system, customers can actively work towards being a plastic bottle free household which also has an impact on the CO2 footprint – each litre of water from a GROHE Blue uses up to 61% less CO2 emissions compared to bottled water (2). Additionally, with the GROHE Blue consumers can save money and space, as storing additional water becomes a thing of the past. With its compact design, the GROHE Blue chiller fits in most standard under the sink units, requiring just 20cm in width, allowing plenty of room for additional kitchen storage.

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Local activation – Made for your water

With this latest data in mind, GROHE predicts the filtered water tap market will reach even greater heights in 2022 and beyond as consumers’ purchasing behaviours continue to be increasingly considered and sustainably minded. Elina Enqvist-Twomey, Leader Category UK, LIXIL EMENA for GROHE kitchen categories says “Awareness around sustainability and our impact on the environment has been growing steadily over the past few years and now we’re seeing this reflected in purchasing behaviours. Homeowners are shopping more consciously, and in the home, there is increasing interest and demand to switch out bottled water for filtered systems that are available on tap. Our GROHE Blue filtered water systems remain a key and fast-growing product category. With the topic of sustainability now firmly front of mind for all of us, we see even greater potential for water filtration systems to become a staple in the modern sustainable home”. To raise awareness and inspire consumers to make sustainable changes, while highlighting the GROHE Blue as an ideal kitchen upgrade for improved local drinking water, GROHE UK has launched a nationwide campaign which includes influencer campaigns, mass-targeted advertising through Spotify, and a cashback incentive on its Blue filtered taps until 31st January 2022.

Click here to view the GROHE Blue factsheet.

Source : GROHE

1) GfK Behaviour Change-End of growth report, May 2021.

2) “Product Carbon Footprint for drinking water supply through a Grohe Blue faucet system compared to mineral water”, Tim Schroeder, Prof. Dr. Jutta Geldermann, Georg-August University of Göttingen (2014)

2) “The real water consumption behind drinking water: The case of Italy”, Journal of Environmental Management 92 (2011)

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26 October 2021

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