How Changing Attitudes Towards Recycled Water Can Drive Brand Leadership
Article
Sustainability
In 2024, the British Standards Institution found that two-thirds of UK consumers are willing to pay more for food and drink products from companies demonstrating water efficiency¹, giving forward thinking food and drink brands the chance to build brand value and strengthen customer trust.
A decade ago, using recycled water in products might have been seen as a reputational risk. Today, if done right, it can be a differentiator.
By responding to shifting attitudes and taking water stewardship seriously, food and beverage brands have an opportunity to lead within their industry and in the eyes of their customers.
Potable water supply is under growing pressure from climate change, rising demand and supply constraints. In recognition of this, the UK government is aiming to encourage the reduction of non-household water consumption by 9% by 2037–38, signalling a push for greater efficiency across industries. At the same time, public attitudes towards how we use and reuse water are evolving. A growing body of research is highlighting increasing open-mindedness and support for circular water solutions.
A 2021 survey conducted by Cranfield University of 2,500 participants across the UK, Spain and the Netherlands², confirms this:
Prior to this, Cranfield University also conducted a survey at the London 2012 Olympic and Paralympic Games³, where they asked 209 British visitors their opinions on a dual water supply system that used recycled blackwater (i.e. effluent originally containing sewage) for non-potable applications:
In the past, the use of recycled water from food and drink production processes for potable purposes would likely have been met with concerns about quality and consumer perception. But attitudes are shifting. Greater awareness of environmental pressures, along with growing trust in the technologies and regulatory systems behind water reuse, is beginning to challenge long-held perceptions.
Around the world, breweries have begun experimenting with recycled wastewater as part of awareness campaigns, including brands such as ERKO, Reuse Brew and PU:REST. While these beers aren’t commercially available, they’re paving the way for what could soon become mainstream.
For food and beverage companies, shifting public sentiment presents an opportunity to reuse treated process water. Customers are not only more accepting of recycled water in the supply chain, they are increasingly expecting brands to take more action on water stewardship.
As climate pressures and water scarcity continue to hit the headlines, businesses face more pressure to do more than reduce water use – they are expected to look at how water is managed across the entire value chain. Reuse and recycling are fast becoming a benchmark environmental responsibility.
By taking a lead on water reuse, whether for non-potable purposes or directly in production, brands can stand out in a crowded sustainability space. This isn’t about greenwashing or gimmicks, it is about taking clear steps to safeguard water resources. Crucially, it also strengthens operational resilience and helps secure the long-term water supply needed to support future growth.
Implementing circular water practices demands careful planning, transparency, and strict compliance with quality standards. Whether it involves onsite treatment and reuse or sourcing from suppliers using recycled water, customers need assurance that these approaches are safe, scientifically sound, and properly regulated.
Working with a company that brings proven expertise in water recycling, particularly one that is part of one of the UK’s largest water providers, like Alpheus, helps ensure access to innovative solutions that meet rigorous regulatory and quality requirements. This kind of partnership adds credibility and builds confidence.
Organisations that communicate openly about their water stewardship, highlighting their rationale, process, safeguards and benefits, are far more likely to gain public trust and long-term support.
³ Public perceptions of recycled water: a survey of visitors to the London 2012 Olympic Park
