New Study: Americans Want to Flush Less Water Down the Drain in Style

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Style and water conservation are not mutually exclusive, according to new research from Niagara®


LAS VEGAS – Feb. 21, 2019 – According to new consumer research conducted by Radius Global on behalf of Niagara Conservation® , creators of water-saving toilets that use Stealth® Technology, among 2,010 Americans who place a priority on saving water with new toilets for their home, but don’t feel they should give up style and design in the name of water conservation. More than half (55 percent) of Americans would prefer a toilet that is both stylish and conserves water over one that is only stylish, or only conserves water.

Consumers also place a high value on combining flushing power and performance with water conservation. Additional research conducted by SMS Research Advisors on behalf of Niagara in 2017 showed that 52 percent of consumers believe a toilet should be powerful while also conserving water.

When asked to rank features in order of importance, consumers consider water conservation as the most important aspect when thinking about a new toilet. Other essential features, in order of importance are easy maintenance, innovation and performance, and finally style.

According to the EPA, toilets account for 30 percent of the total water usage in an average home. Water conserving toilets not only help the environment, but they can help save money on residential water bills as well. The EPA estimates that water conserving toilets, such as the Nano® Dual Flush toilet from Niagara, can reduce water usage up to 60 percent every year, lowering monthly water costs significantly and saving more than 13,000 gallons of water annually.

“Water conservation and reduced water bills make it an easy decision for homeowners, contractors and property managers to choose Niagara products,” said Niagara Executive Vice President, Carl Wehmeyer. “People have an interest in saving the environment – it’s the right thing to do – but they also want to save money while enjoying function and style in their home.”

Niagara’s newest dual-flush toilet, the Nano, is one of the most water efficient toilets available using 77 percent less water than most other toilets on the market. The Nano offers users the option of a .5 or .8 GPF with the same power as the industry standard 1.6 GPF, a significant improvement over older toilets, which can use up to six gallons per flush. The Nano was also selected as one of This Old House’s “Top 20 New Bath Products for 2019.”

More than 31 million Americans agree that water conserving toilets save them the most money when it comes to water usage in their home, followed by water-saving shower heads and faucet aerators. They see it as the fourth highest cost-saving, environmentally friendly home item, behind energy-efficient insulation, LED light bulbs and smart thermostats.

Additional findings from the study show how different demographic groups view water conservation and style when it comes to their toilets:

  • More men (12 percent) than women (5 percent) said they would prefer a toilet that is only stylish
  • Those over 45 are more likely to rank water conservation as the most important aspect of a toilet versus those 44 and under
  • The majority of Americans age 18-24 prefer a toilet that is both stylish and conserves water

About Niagara Conservation

Niagara Conservation is leading the water revolution by saving the world’s water through everyday ingenuity. Niagara has re-engineered the flush for a high-power, low-maintenance, no-waste toilet. Chairman of the Board, William Cutler established Niagara Conservation in 1974 and the company is still family owned. Headquartered in Flower Mound, TX, Niagara supports the US and international markets.

This survey was conducted online within the United States by Radius Global Market Research on behalf of Niagara Conservation from January 28-30, 2019 among 2,010 adults age 18 and older. The sample is representative of the U.S. census. The survey was conducted utilizing an online panel of respondents. For further information, please contact Jill Petersen of Willow Street Agency at

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