Waterdrop's First Annual Survey Finds Microplastics to Be the Biggest Concern

To better understand public awareness of water safety and emerging consumer trends, Waterdrop introduced the Annual Water Quality Survey—an ongoing, annual initiative designed to track how people think, feel, and act when it comes to drinking water safety.

Through this long-term commitment, Waterdrop seeks to uncover how perceptions of water quality evolve over time, identify the contamination issues consumers are most aware of, and transform these insights into smarter, more effective water solutions for households worldwide.

For the 1st annual report, Waterdrop surveyed over 1000 consumers globally. Here are some of the key findings of the UK consumers:

• Only 16% of respondents rated their household drinking water quality as “good.” A significant 79.3% considered their water quality to be either “average” or “poor”.
• Among contaminants that respondents have heard of or are concerned about, microplastics ranked first with a 69.3% awareness rate, followed by lead (56.7%) and Chlorine (56%).
• When exposed to negative water quality, 64.7% of respondents said they would be most likely to purchase a safe water filtration system as their immediate response.

Read on to check more findings of the survey and learn more about how you can best address your own water quality issues.

The survey uncovered key insights into the primary drinking water sources used by our consumers, revealing a clear and noteworthy trend. At present, more and more people prefer filtered water as their primary choice for daily drinking water.

This trend shows a rising awareness of the importance of cleaner and safer drinking water at home and the role the water filtration system plays in protecting overall health. Investing in a water filtration system is no longer optional—it’s an important step toward a higher quality of life and long-term health for you and your family.

When asked to describe the quality of their tap water, the majority of customers (60.7%) selected "average." And only 16.0% rated their tap water as "good", 18.7% described it as poor.

On the surface, these findings suggest that UK tap water has not experienced a full-scale crisis of trust. Yet the lack of strong positive sentiment is just as revealing. An “average” perception signals basic acceptability, not genuine confidence. It points to water that is used out of necessity rather than trusted by choice—adequate for everyday consumption, but not widely viewed as the best option for long-term health or lasting peace of mind.

Click here to learn more about the survey report of the US: Waterdrop's 1st Annual Water Quality Survey Shows Microplastics Are the Most Concerning Contaminants .

To better understand consumer awareness of water contaminants, participants were asked to self-assess their knowledge of water quality issues and potential pollution risks. The results show that awareness is now widespread: 76.7% of the respondents reported at least a basic understanding of possible water contamination.

This growing level of awareness signals a meaningful shift in how individuals engage with their water quality. More consumers are taking an active interest in what’s in their water and how contamination may impact their health, leading to more intentional and informed water consumption choices.

In recent years, growing concern over microplastic pollution in water has become a prominent issue. Our survey reveals that nearly 70% of consumers are now focused on the dangers of microplastics—surpassing concerns about lead and chlorine.

These top contaminants can have serious health implications, which is why investing in a reliable water filtration system has never been more important. A high-quality filter ensures your family is protected from harmful pollutants, giving you peace of mind about the water you consume every day.

Public awareness of microplastics has surged recently, driven by increased media coverage and growing concerns about the effects of plastic pollution. Microplastics are tiny plastic particles, defined as being smaller than five millimeters (5 mm) but larger than 1 micron (1 μm). They originate from the breakdown of plastic waste or from synthetic materials like microbeads in cosmetics and synthetic fabrics.

As these particles accumulate in the environment, they become increasingly difficult to remove. Over time, microplastics can enter the food chain, with marine organisms ingesting them. Humans, in turn, may consume contaminated water or food, leading to serious health risks, including cancer.

If you want to learn more about microplastics, read Best Water Filter for Microplastics in the UK .

To combat this growing threat, more consumers are turning to products that help protect them from microplastics contamination. A certified Reverse Osmosis Water Filtration System offers an effective solution by removing microplastics from drinking water, safeguarding you and your family.

Lead exposure in young, developing bodies can result in severe consequences, including reduced IQ, behavioral issues, and learning disabilities. For adults, the effects can be even more damaging, contributing to hypertension, kidney failure, and cardiovascular disease.

To address this ongoing health concern, it is wise to invest in a reverse osmosis water filtration system. The RO membrane can filter out nearly all heavy metal elements and ensure your drinking water safety.

Many municipalities add chlorine to their water to help kill harmful organisms such as viruses and bacteria that could make us sick if we ingested them. Ingesting chlorine with your tap water can have a number of adverse health effects.

Some of these effects occur because chlorine tends to form trihalomethanes. Trihalomethanes (THMs) , including chloroform, form when chlorine reacts with tiny organic particles found in water. These chemical compounds have been implicated in several adverse health outcomes.

One of the best ways to remove chlorine from your home’s water and prevent chlorine side effects is to use carbon. The latest technology allows carbon to bind effectively to chlorine to prevent it from entering your home. A Waterdrop drinking water system can help to ensure that you and your family get to drink with fresh, clean, great-tasting chlorine-free water every day.

Tap water is no longer just about taste—more customers are noticing real health consequences. According to our survey, skin-related issues top the list: 22% of respondents reported skin irritation, while 26% linked dry skin or hair loss to the water they use every day.

Other concerns included digestive problems, eye and throat irritation, and headaches or fatigue. While fewer people were concerned about heavy metals or chemicals, their potential impact is significant and cannot be ignored.

Water quality has transitioned from a matter of convenience to a daily health concern. As symptoms mount, the urgency for reliable filtration solutions becomes clear. Families are no longer just looking for safety—they’re seeking peace of mind, knowing that the water they consume is clean, safe, and beneficial to their health.

The survey reveals how central water quality has become to everyday health in UK households. All of the respondents identified cooking water as the water source they are most concerned about when it comes to contamination. Significant concern was also expressed for water used in other essential activities as shown below.

Clean, safe water is no longer viewed solely as something to drink—concerns now extend to daily activities such as cooking, bathing, laundry, gardening, swimming pools, and even vehicle cleaning.

When asked how they would respond to poor water quality, 64.7% of participants indicated they would take action by purchasing a water filtration system. As a result, more families are turning to advanced filtration systems, point-of-use purifiers, and regular water quality testing to ensure comprehensive, household-wide protection.

As concerns over water quality continue to rise globally, the UK is no exception. More and more consumers are becoming aware of the potential contaminants lurking in their tap water, including heavy metals, chlorine, microplastics, and harmful bacteria.

The growing demand for clean cooking and drinking water is expected to drive significant changes in consumer behavior. In the coming years, more UK households will actively seek advanced water filtration systems to remove impurities and improve water taste. Not only are people concerned about the immediate health impacts, but they are also increasingly aware of the long-term effects that exposure to contaminants can have on their overall well-being.

For households looking to ensure the highest quality of water, Reverse Osmosis (RO) water filtration systems are becoming the top choice. These advanced systems provide comprehensive filtration by removing up to 99% of contaminants, including harmful substances like lead, chlorine, pesticides, and even dissolved solids. By investing in a reliable RO system, UK families can safeguard their health while enjoying the peace of mind that comes with clean, purified water for drinking, cooking, and everyday use.

1. World Health Organization. (2019). Microplastics in drinking-water. World Health Organization. https://www.who.int/publications/i/item/9789241516198

2. United States Environmental Protection Agency. (2023). Lead in drinking water. https://www.epa.gov/ground-water-and-drinking-water/basic-information-about-lead-drinking-water

3. World Health Organization. (2017). Guidelines for drinking-water quality (4th ed.). https://www.who.int/publications/i/item/9789241549950

4. UK Drinking Water Inspectorate. (2023). Drinking water quality in England and Wales. https://www.dwi.gov.uk/what-we-do/annual-report/drinking-water-2023/

5. World Health Organization. (2022). Household water treatment and safe storage. https://www.who.int/teams/environment-climate-change-and-health/water-sanitation-and-health/water-safety-and-quality/household-water-treatment-and-safe-storage

6. NSF International. (2021). Reverse osmosis drinking water systems. https://www.nsf.org/consumer-resources/articles/standards-water-treatment-systems