76% of Italians say they are concerned about the quality and safety of their drinking water: new Ipsos-Doxa research for Culligan

Culligan presents the results of the new Ipsos-Doxa research for Culligan which investigates the consumption habits of Italians in relation to water, and the company's two new solutions designed to transform the experience of water in the office and at home: Purity and Smart Modernity .

Culligan, a global leader in water treatment solutions, introduces Culligan Purity and Smart Modernity , two new solutions designed to transform the water experience in the office and at home. The launch takes place during a dedicated event at Areapergolesi, where the results of a new Ipsos Doxa study conducted for Culligan are presented for the first time in Italy. The study highlights Italians' growing concern for the quality of their drinking water and its impact on sustainability.

Among the major emerging global trends , the growing interest in physical and mental well-being is reflected in a greater focus on consumer choices. Interest in more personalized choices is growing, and consumers are increasingly turning to water solutions that offer control, peace of mind, and convenience, while also being sustainable for the planet. To build trust today, it is essential to educate and make the complexity of water more understandable, informing people clearly and transparently about the various options available.

"For 90 years, we've been transforming water to improve people's lives and protect the planet," emphasizes Giulio Giampieri, President of Culligan Italia . "As a global leader in water treatment, our goal is to meet the ever-evolving needs of Italians, helping them feel safe, informed, and supported in their daily choices through reliable, sustainable, and easy-to-use solutions like Culligan Purity and Smart Modernity."

Culligan strengthens its role as an enabler of change, with solutions that integrate IoT technology, service customization, and sustainability into a “connected water” ecosystem.

Italians' relationship with drinking water

The Ipsos Doxa research offers a snapshot of Italians' hydration preferences and habits:

• 67% of Italians prefer still water.
• Preference rises to 71% among Gen Z and 70% among Millennials.
• Most Italians drink between 1 and 2 liters of water a day.
• Water consumption is increasing among younger people: 8% of Gen Z exceeds 2.5 liters per day, in line with the recommendations of the World Health Organization.

In the domestic sphere, water consumption remains predominantly bottled, with an opening towards alternatives perceived as more sustainable, especially among younger generations:

• 79% of Italians say they use bottled water, mostly made of plastic (75%).
• 46% drink tap water, especially among Millennials and Gen Z, who are more attentive to environmental impact and convenience.

The perception of the quality of tap water generates conflicting opinions and varies according to age, with Gen Z showing a more positive attitude, while Gen X and Boomers are more critical:

• One in two Italians rates the quality of tap water as excellent or good, while 23% rate it as poor or terrible.

The growing attention also translates into more active behaviors in managing water at home:

• Twenty-five percent of Italians filter their water at home, a figure that exceeds 30% among younger generations.

Overall, a widespread climate of mistrust emerges towards water consumed at home, whether bottled or from the tap.

• 76% of Italians say they are concerned about the quality and safety of the water they drink.
• Among the main concerns are limescale (24%), the environmental impact of plastic bottles and the presence of microplastics (both 18% ).
• One in seven Italians also cites chemical contaminants, viruses, and bacteria.

Outside the home, water consumption is still mainly linked to purchased bottles, although there are signs of a shift towards more sustainable solutions:

• 65% of Italians drink water from purchased bottles, mostly plastic, when they are away from home.
• 37% use reusable water bottles and flasks, a more popular choice among Gen Z, who say they refill water more often from public sources or refill systems.

With Culligan Purity, on-the-go hydration is redefined.

In offices, hotels, gyms, and other gathering places, water is becoming an integral part of people's experience.

" Tap water, even when supplied by the operator in compliance with current regulations, may contain traces of invisible contaminants such as PFAS, microplastics, arsenic, and lead ," explains Giorgio Temporelli, an expert in water treatment technologies and science communicator . "For this reason, especially in high-traffic areas, it is essential to rely on companies capable of offering not only certified contaminant removal systems, but also ongoing management of installed solutions throughout their life cycle, through checks, maintenance, and specialized technical expertise."

Culligan Purity integrates the best of Culligan's expertise into a single system: from Firewall® UVC technology , capable of removing up to 99.9999% of bacteria and viruses in less than a second, to a multi-stage direct filtration system that combats PFAS, microplastics, and emerging pollutants. It also introduces C-Sense technology, Culligan's proprietary system that monitors water quality in real time. Thanks to this advanced feature, water supply is automatically shut off in the event of non-compliance. Sensors, controls, and IoT connectivity work in the background to ensure reliability and continuity of service.

The design, functionality, and user interface were developed and validated through extensive global market research, with the goal of creating a solution capable of adapting to different needs and habits while maintaining the highest standards of quality, hygiene, and service. Customization is emerging as a key global trend: people are no longer just looking for safe, high-quality water, but also for customized temperatures and levels of carbonation, as well as dispensing solutions that combine control, convenience, and sensory satisfaction. Culligan Purity's contemporary design and intuitive touchscreen enable customizable hydration: cold, hot, sparkling, or room temperature water. Furthermore, the system monitors concrete data such as liters dispensed and single-use plastic bottles avoided , information that is also useful for companies' ESG reporting.

Smart Modernity: the first connected Culligan water softener

According to the Ipsos Doxa survey, nearly a quarter of Italians say they are concerned or bothered by the presence of limescale in their drinking water. In reality, limescale does not pose a health risk, but is instead one of the most common household problems. Often perceived as a mere aesthetic nuisance, it is actually responsible for system inefficiencies, increased energy consumption, and impacts daily well-being, particularly on skin and hair.

According to research by Nomisma for Culligan , water is hard in 883 Italian municipalities , with hardness levels that affect the quality of water distributed in domestic networks and the wear and tear of taps, pipes and appliances.

Smart Modernity is designed to address the root cause of the problem. It's Culligan's first "smart" water softener, engineered to intelligently and sustainably reduce limescale, optimizing water, salt, and energy consumption. The benefits are tangible and measurable: up to 30–50% reduction in detergent and soap costs, longer appliance life, and a perceived improvement in skin and hair.

With the Culligan Connect EU app, you can control your system remotely, monitor your salt level, turn off the softener when not needed (for example, for garden watering) and receive personalized notifications about your daily water consumption.

The technology is designed to be "invisible" yet effective: by reducing limescale buildup in heat exchangers and heating elements, Smart Modernity helps improve the energy efficiency of systems and extend the life of appliances, avoiding waste and unexpected costs. At the same time, optimizing regeneration cycles and salt usage reduces water consumption and resource use , with a positive impact on emissions and domestic sustainability.

“ The growing awareness of the impact of climate change is no longer background noise: people are looking for concrete solutions to transform environmental values into everyday behaviors ,” explains Ivana Stanojevic, Research Director of Ipsos Doxa. “ In a context marked by misinformation, transparency and education are essential to allow consumers to make informed choices in line with their values .”