The GROHE Water Insights 2025 survey places Morocco among the countries most aware of the drought crisis and the urgency of preserving water resources, revealed a survey published Wednesday by GROHE and Lixil.
Conducted among more than 20,000 consumers worldwide, the survey shows that this level of awareness reflects the growing commitment of Moroccans to water protection and their adoption of innovative solutions for more sustainable management, marking a transition towards more responsible behaviors.
The results from GROHE, the global leader in bathroom and kitchen solutions, unveiled at ISH 2025 in Frankfurt, highlight a strong awareness of the water crisis in the Middle East, including Morocco. Indeed, 72% of consumers in the region consider water scarcity an emergency, while 60% claim to have already adopted water-saving systems.
Despite this awareness, water conservation remains a significant challenge. The survey highlights that perceived high costs and lack of information are major barriers to wider adoption of water-efficient solutions. With bathing and personal hygiene representing the largest share of domestic water consumption, solutions that optimize water use while ensuring a pleasant experience are essential for a sustainable lifestyle in the region.
In this context, GROHE has redefined its concept of the water experience at the 2025 International Trade Fair for Water and Energy Management in Buildings in Frankfurt. With a commitment to innovation, sustainability, and high-end design, GROHE presents cutting-edge solutions that meet the growing demand for water conservation in the region without compromising luxury. From the revolutionary GROHE Rainshower Aqua Pure to the seamless design Cubeo faucet range, the brand enhances the pleasure of water while promoting efficiency.
“In a region at the forefront of global water conservation, we see a tremendous opportunity to drive meaningful change,” said Stefan Schmied, head of the IMEA region at LIXIL International, in a statement, adding that “with our latest innovations, we go beyond products to offer smart and sustainable solutions that enhance everyday life, enabling consumers to make eco-friendly choices effortlessly, without compromising comfort, performance, or design.”
Redefining well-being: the GROHE Rainshower Aqua Pure
The latest product from GROHE SPA, the Rainshower Aqua-Pure, meets the growing demand for wellness-focused bathroom solutions. Designed to transform daily showers into a spa-like experience, this high-end shower system is equipped with an advanced GROHE Aqua-Pure filter that removes chlorine and odors, providing purified water that is gentle on skin and hair.
The system combines sleek aesthetics with functionality, offering multiple spray modes: Rain, ActiveRain, and a relaxing air-enriched mode. Available in a range of finishes from the GROHE Colors Collection, the Rainshower Aqua Pure is perfect for luxury hotels and high-end residences in the region, where water quality and personal well-being are paramount.
A perfect match for modern bathrooms: the GROHE Cubeo collection
For homeowners seeking effortless harmony in their bathroom design, GROHE presents the Cubeo faucet range. Inspired by the “Perfect Match” principle, Cubeo ensures a seamless aesthetic when paired with the GROHE Tempesta shower system and the Euro Ceramic range. Its minimalist and soft square design complements contemporary spaces, while its water-saving features address the region’s conservation needs.
Built to last, Cubeo incorporates GROHE SilkMove technology, ensuring precise control and smooth handling, even after years of use. When combined with water-efficient installations, such as the Tempesta shower system, which also features EcoJoy technology to reduce water consumption by up to 50%, Cubeo represents a perfect balance of accessibility, durability, and sustainability.
Smart solutions for a sustainable future
Recognizing the Middle East’s commitment to water conservation, GROHE continues to develop innovations that combine sustainability and luxury. The GROHE Rapido Heat Recovery shower system is one example, recycling used hot water to reduce energy costs by up to 48%.
As a leader in the bathroom and kitchen industry, GROHE acknowledges its role in promoting responsible water use while maintaining the luxury and comfort that consumers expect. ISH 2025 serves as an ideal platform to showcase how technology and design can merge to create sustainable and meaningful water experiences. GROHE remains committed to shaping the future of water, ensuring that every drop is precious, appreciated, and used responsibly in homes and beyond.
By combining quality, technology, design, and sustainability in every solution, GROHE will continue to deliver the “Pure Joy of Water” long after ISH.