Industry body Water UK, which represents all the UK water companies, is running its national summer Water’s Worth Saving campaign for the first time throughout the winter months.

The campaign - a joint initiative between Water UK and Waterwise - will show why saving water during the winter matters, as well as offering hints and tips on how to save water, and energy, in the home.

Water UK is encouraging the public to be ‘water savvy’ and save water during the winter to save money on bills and reduce the risk of severe drought next summer.

New research from Water UK has found that less than a third (30%) of people recognise the importance of saving water during the winter, compared to 80% of people who said it was important during summer.

Peter Jenkins, Director of Campaigns at Water UK, said:

“Our research shows an overwhelming majority of the public are worried about the cost of their bills this winter. By making small changes such as taking a shorter shower, we’ll all be able to save energy and money on our household bills this winter, while doing our bit to help replenish vital water stocks.”

Taking small steps to save water will help households save money, not only on their water bills but on their energy bills too – heating water makes up almost a fifth (18%) of the cost of a household energy bill. Water UK found that 81% of people are concerned about the cost of their energy bills this winter.

Despite the weather getting colder and wetter during the winter, the record-breaking dry and warm weather this summer left reservoir stocks in England at their lowest levels on record.

While the rainy weather is helping to alleviate the damage, some parts of the country remain in drought. The public are being encouraged to reduce their water use this winter to help prevent further restrictions next year.

Emma Clancy, Chief Executive of the Consumer Council for Water (CCW), said:

“It will take much more than the recent rainfall for the environment to fully recover from our scorching summer, which is why it’s so important we all continue to use water wisely this winter and beyond. There remain significant cost of living benefits to saving water which can take some of the heat out of energy and water bills, through simple steps like shortening your time in the shower or always ensuring your washing machine is fully loaded. Water companies also have a wide range of assistance schemes – like social tariffs and payment breaks – to help the one in ten people who tell us their water bill is unaffordable.”