Water and corporate responsibility

Water is essential to every part of the food and drink industry. Yet, responsible water use often receives less attention than carbon emissions, packaging and food waste. As pressure on supplies grows, this could change. Consumers may start to question how much water businesses use, where it comes from and how they protect it.

Hydration raises awareness

Consumers already understand the importance of water in their daily lives. FMCG Gurus’ research shows that 63% have drunk more water over the last two years to improve their health.

However, greater awareness of hydration could also draw attention to water scarcity. Population growth, agriculture, mass production and new technologies all place pressure on supplies. As consumers learn more about these challenges, they may expect businesses to use water more responsibly.

Water scarcity is harder to ignore

Environmental disruption has shown how quickly access to essential resources can change. Climate change, unpredictable weather and supply chain disruption have made resource security a more visible issue.

FMCG Gurus’ research shows that 33% of global consumers are concerned about a lack of potable water. Meanwhile, 38% have tried to reduce their own water consumption over the last two years.

This suggests that consumers already understand the need to conserve water. Food and drink companies should prepare for greater scrutiny of how they use and protect supplies.

Transparency goes beyond ingredients

Consumers want to know more than what a product contains. They also want to understand where it came from and how it was made.

In fact, 57% of global consumers would like more information about the lifecycle impact of packaging. This includes its carbon and water impact. Furthermore, 77% consider whether water was wasted during production when deciding if packaging is environmentally friendly.

The same expectations could soon apply to food and drink production. Brands may need to explain how they manage water across farming, sourcing, manufacturing and distribution.

Responsible action builds trust

Consumers expect environmental commitments to lead to clear action. FMCG Gurus’ research shows that 80% would trust a brand more if it used regenerative farming practices. These practices aim to protect natural resources such as soil, water, and land.

Brands should therefore look beyond broad sustainability claims. They need clear evidence of how they reduce water use, prevent waste and support local supplies.

This could involve using precision irrigation, recycling water during production or identifying leaks more quickly. Companies should also consider local water availability when choosing ingredients, suppliers and production sites.

Keep water messaging simple

Water messaging must feel clear and relevant. Technical measurements can be difficult to understand without context. Fear-based messages may also make consumers feel that brands are shifting responsibility onto them.

Instead, companies should focus on resourcefulness. They can show how they use only the water they need, reduce unnecessary waste and protect shared supplies.

Responsible water use should become part of sourcing, production and innovation strategies. Acting now will help brands prepare for future expectations. It can also protect the resources that businesses, communities and consumers depend on.

Want to understand how water scarcity could reshape sustainability strategies across the food and drink industry? Explore FMCG Gurus’ The Water Economy: The Next Company Footprint Trend Report 2026 for more insight.