New homes designed with water reuse systems and high-efficiency appliances could significantly reduce demand on England’s water supplies, according to new research from Project Zero, led by Affinity Water.

The study found that high-efficiency fixtures and appliances such as Air-power showers, low flush toilets, water saving washing machine can reduce household water consumption by between 40% and 60%, while integrated water reuse systems could cut demand for drinking water by up to 23%.

In 2024, the Environment Agency warned that England could face a five billion litre daily water deficit by 2050, driven by population growth, climate change and rising demand for water.

The findings form part of Project Zero, an initiative exploring how new developments can reduce pressure on local water supplies through smarter design and technology. Project Zero is funded through the Ofwat Innovation Fund and brings together partners from across the water, development, and technology sectors. 

The study analysed more than 6,000 water meter readings across 425 homes at Oaklands Hamlet in Chigwell between 2018 and 2024, assessing how integrated water reuse systems and high-efficiency appliances could reduce demand for drinking water.

The research identified three key findings at this development:

• Around 25% of household water is used for things that don’t need clean drinking water, like toilets and gardens.
• Integrated water reuse systems could reduce drinking water demand by 20–23%
• High-efficiency fixtures and appliances could reduce water use by 40–60% compared to standard fittings.

Modelling based on data from Oaklands Hamlet suggests that reuse systems could meet a significant proportion of non-drinking water demand under a range of climate scenarios, with limited top-up from drinking water supplies required during prolonged dry periods.

When high-efficiency appliances are used together, homes can operate well below current regulatory water efficiency limits, demonstrating that building beyond minimum standards is achievable using technologies already available today.

The research highlights the potential role of new housing developments in supporting water neutrality, where new homes do not increase overall demand on local water supplies.

Stuart Stevenson, Sustainable Homes Manager at Affinity Water commented: 

“England faces a significant water challenge in the coming decades, but the way we design new homes today can make a real difference. Our findings show the technology already exists to significantly reduce water demand in new developments.

“By integrating water reuse systems and high-efficiency appliances from the outset, new communities can help reduce pressure on local water resources while supporting long-term water resilience.”

The Project Zero Technology Report explores the findings in more detail and outlines recommendations for policy and practice.

Click here to read the full report : ‘The Role of Water Reuse and Efficient Fixtures in Delivering Water Neutral Developments.