Waterdrop’s 1st Annual Water Quality Survey Shows Microplastics Are the Most Concerning Contaminants

To gain a deeper insight into public awareness of water safety and consumer trends, Waterdrop launched the Annual Water Quality Survey, which serves a long-term initiative that will be conducted every year to track public perceptions, concerns, and behaviors regarding drinking water safety.

Through this continued initiative, Waterdrop wants to create a better understanding of how individuals perceive water quality issues over time, what type of water contamination issues consumers could be more aware of, and how this can contribute toward better water solutions.

For the 1st annual report, Waterdrop surveyed over 1000 consumers globally. The research was conducted throughout Oct 2025. Here are some of the key findings of the U.S. comsumers:

• Only 21.8% of respondents rated their household drinking water quality as “good.” A significant 69.4% considered their water quality to be either “average” or “poor”.
• Among contaminants that respondents have heard of or are concerned about, microplastics ranked first with a 59.4% awareness rate, followed by lead (49.6%) and PFAS (47.2%).
• When exposed to negative water quality, 62.8% of respondents said they would be most likely to purchase a safe water filtration system as their immediate response.

Read on to see more findings of this year's survey and learn more about how you can best address your own water quality issues.

Our survey revealed the major drinking water source of various U.S. customers and indicated an interesting pattern. At the moment, only 42% of the customers draw water from municipal water sources as their major source of water supply. More and more people prefer filtered water from the tap as their primary source of water supply.

This trend indicates that there might be an increased awareness of the need for safer and cleaner drinking water within households through water filtration. Invest in a high-quality water filtration system is a must for quality life and for your family members' well-being.

Among the over 600 U.S. consumer assessments conducted, only 21.8% of the group assessed their household water quality as "Good"; on the other hand, 69.4% of the group assessed it as "Average" or "Poor."

Such results reveal that the U.S. consumer community seems to lack confidence regarding the safety of the tap water provided by the government. This lack of confidence seems justified given the booming industrialization increases water pollution levels.

To better understand consumer knowledge of water contaminants, we provided participants with an opportunity to rate their knowledge of water issues and potential water pollution. Results of this survey clearly show that nearly all consumer reported at least an awareness of potential contamination of water; with under 10% of the group reporting that they know very little or know nothing at all about the potential water pollution issues.

This growing awareness definitely indicates that more individuals take an active interest in the quality of their water and the potential effects of water contamination on their health. They are now more focused on improving their water consumption habits. This shift in mindset enables individuals to practice healthier drinking behavior because the availability of clean and safe water becomes the focus of their well-being.

A decade ago, the Flint water crisis propelled lead into the number one spot of feared household contaminant — a spot that remained until recently. Testing requirements imposed by the EPA’s rigorous regulation kept lead at the forefront of the country’s mind.

As revealed by the results of our newly conducted survey carried out during October 2025, the fear of the most dangerous contaminant in U.S. citizen’s drinking water has significantly altered. Microplastics have moved up drastically with an increase of up to 59.4%, surpassing the ranking of lead with only 49.6% on top of the list. This therefore signifies an entirely new mindset shift of the common populace on the most dangerous water contaminants.

Public awareness regarding microplastics entered the spotlight recently due to increased reporting and heightened awareness of the effects of plastic pollution. Our survey finds that nearly 60% of Americans consumers are worried about this matter.

Microplastics are tiny plastic particles, technically defined as larger than 1 micron (1 μm) and smaller than five millimeters (5 mm) in diameter. They may come from the breakdown of plastic waste or from plastic that forms the texture of microbeads used in cosmetic products and synthetic fabrics.

As the particles accumulate in the environment, it becomes more challenging to remove them. Thus, these tiny plastic particles may end up within the food chain. Organisms that live in the oceans may consume the particles. By consuming the water or food that contains the particles, humans may suffer ailments like cancer.

To address this problem on the rise, more and more consumers are looking at products that can help them avoid microplastic pollution. A certified Reverse Osmosis Water Filtration System can protect you and your family from the dangers of microplastic contamination. As more countries continue their campaign against the growing plastic pollution problem across the globe, addressing the problem of microplastic contamination on human health should be an indispensable part of this initiative.

The result shows that 42% of the customers we surveyed obtain their drinking water from municipal water supplies. While efforts have been underway to provide safer water, many households are likely to be in danger of lead contamination from their plumbing systems.

Although lead pipes have been prohibited in new residential plumbing in the United States by the Safe Drinking Water Act in 1986, it is estimated that between 6-10 million lead service lines remain in operation to date, linking houses to water supply mains, posing health hazards to not only children but also to adults.

Lead exposure in young, developing bodies affects these youngsters badly. Studies have proved that lead exposure may cause low Intelligence Quotient levels, behavioral problems, and learning disabilites. For adults, major health consequences are hypertension, kidney failure, and cardiovascular disease.

To deal with this public concern, decisive steps have been initiated by the U.S. Environmental Protection Agency (EPA). On October 8, 2024, according to a final rule, the EPA made it mandatory for all drinking water systems in America to remove their lead pipes in the next 10 years . Such an effort will be pivotal in preventing lead contamination in water supplies in America. Various American cities have already started working in these regards, while many will follow in upcoming years.

Recently, there is a rising concern about a group of contaminants in water called PFAS, or "forever chemicals." These chemicals have received more attention for their persistence in the environment, which poses health hazards to the public. Surprisingly, studies from reputable institutions in 2021 showed most Americans were not familiar with PFAS or its presence in drinking water.

Our survey found that 47.2% of U.S. consumers are concerned about PFAS. An increase in internet searches implies the growing concern about PFAS, which is highlighted by a striking increase in Google searches for information on PFAS. Google Trends shows an increase in Google searches for PFAS in the past five years.

Owing to the increasing public concerns, the Environmental Protection Agency (EPA) is planning to propose new rules this year to better regulate these persistent chemicals. These coming rules would provide guidance on addressing these contaminants in drinking water and contribute to a better water supply system.

While emerging water threats are getting public attention, traditional concerns still matter to most U.S. consumers. According to the survey, the top concerns ranked fourth through seventh, are:

• Chlorine (45.3%)
• Pesticides (41.9%)
• Microorganisms (37.6%)

Chlorine issues are mostly related to taste concerns, whereas pesticide contaminants result from pollution caused by farm runoff. Minerals from hard water, which cause limescale to build up on faucets and appliances, are other concerns many consumers have. These minerals are produced from natural materials such as calcium and magnesium in water.

Microorganisms such as bacteria and viruses are dangerous to consumers, as they might cause waterborne diseases if not filtered properly. The findings indicate consumers are concerned about water taste, as well as health concerns posed by water contaminants like minerals and microorganisms.

The WQA 2023 Consumer Opinion Study report shows that 34% of households were either "Very Concerned" or "Concerned" about the safety of their overall water supply. This included one in five households who believed their drinking water was "not as safe as it should be".

According to our latest 2025 survey, 47.36% of consumers regard their present tap water to be "average", and 20.57% rated it as "poor," with minor problems such as taste pollution and visible limescale deposits. More and more US families are starting to doubt whether their tap water is really safe.

Apart from health hazards due to chemicals, consumer preference for the aesthetic qualities of their water, particularly its purity. Taste and smell is the highest chosen factor in evaluating their home water quality by 68.68%.

Our survey indicates that awareness of Total Dissolved Solids (TDS) is very high: 36.5% of respondents report being "fully aware" of their water’s TDS level, while 80.7% of respondents reported being at least somewhat aware of TDS levels in their water. Interestingly, only 19.3% of Americans say they are completely unconcerned about TDS.

TDS is controlled by the EPA as a secondary water contaminant. Though TDS itself is not toxic to health for most concentrations, excessive levels are likely to have an effect on the taste, smell, or aesthetic properties of water. More significantly, high levels of TDS are also likely to be an indicator for other toxic contaminants in water, such as heavy metals, nitrates , or chemical effluents from industries.

Proper filtration can reduce TDS levels, remove harmful contaminants, and improve taste and clarity, ensuring that the water is both safe to drink and pleasant for everyday use. Waterdrop will continue to monitor how much U.S. households value TDS, with the aim of providing clearer and more professional insights for everyone.

Water coming from the tap is no longer just about taste, more americans are noticing real health impacts. Our survey reveals that skin issues top the list: 20% faced rashes or irritation, and 27% linked dry skin or hair loss to their water.

Digestive problems, eye or throat irritation, scalp itch, dandruff, and chronic fatigue were also reported. While concerns about heavy metals or chemicals affected fewer respondents, they carry an outsized weight.

Many households face multiple health issues simultaneously. 21% people have faced two or more health problems attributed to water. For these families, what starts as minor irritations, rashes, fatigue, or digestive issues. Quickly escalates into constant stress. Water quality concerns don’t just affect individuals; they ripple through entire households, leaving families anxious and worried about the very water they rely on every day.

Water quality has moved from convenience to daily health concerns. And as symptoms accumulate, the need for reliable filtration solutions becomes immediate, families are seeking not just safety, but peace of mind.

According to this year’s survey, 96.6% of Americans regards daily drinking water as the their most worried water source about contaminants.Substantial proportions also express concern regarding water used for:

• Cooking: 73.7%
• Ice maker in refrigerator: 54.9%
• Bathing: 35.8%
• Pet drinking water: 33.8%

This growing awareness underscores a broader, more holistic usage of clean and safe water’s role in home health. Concerns now extend to a wide range of domestic activities—including laundry, gardening, swimming pools, and vehicle cleaning.

We asked if they saw a negative water quality and 62.8% of people are likely to purchase safety water filters as an action to improve water quality. Increasingly, families are turning to advanced whole-house water filtration systems, point-of-use purifiers, and regular water quality testing to ensure comprehensive protection.

An overwhelming 78.5% of participants indicated that additional health protection motivated them to purchase a filtration system, while 78.9% emphasized the importance of removing specific contaminants. It shows that consumers are not only aware of potential risks in their drinking water but are proactively seeking solutions that address them with precision.

Meanwhile, 65.5% cited improved taste and smell, pointing to rising expectations for a better everyday drinking experience. Half of respondents (50.6%) also sought solutions for hard water issues , a concern that has become increasingly common as more households recognize the impact of mineral-heavy water on skin, appliances, and plumbing systems.

When evaluating filtration products, 73.0% identified the types of contaminants removed as their most important decision factor. Close behind, 68.9% prioritized overall product performance, underscoring the expectation that filtration systems must deliver consistent, measurable results.

Certifications and prices still hold significant weight, warranty and after-sales service and brand reputation round out the list, reinforcing that customers are not simply shopping for a device—they are investing in a long-term water quality solution backed by reliable support.

When asked customers who have already purchased from Waterdrop, “Does your household currently own any water filtration products?” the respondents most commonly reported tankless reverse osmosis (RO) systems , refrigerator filters, and under-sink purifiers as the top three solutions.

51.0% of respondents have installed tankless reverse osmosis systems, according to our survey, many people regard health protection and precise contaminant as their main reasons to choose these systems. They combine compact, energy-efficient design with the ability to remove a wide range of contaminants, making them convenient for everyday use.

Refrigerator filters and under-sink purifiers were reported by 28.3% and 26.3% of participants, respectively. These point-of-use solutions primarily improve taste and odor, addressing the concerns of 65.5% of respondents who expect better drinking water experiences.

Around 17.4% of participants use water softeners to reduce calcium and magnesium, protecting skin, hair, appliances, and plumbing from the effects of mineral-heavy water. Whole-house filtration systems are used by 12.5% of survey participants. These systems treat all water entering the home, ensuring safer water for bathing, laundry, and cooking.

The year 2026 will mark a critical phase in the implementation of the U.S. Environmental Protection Agency's (EPA) finalized National Primary Drinking Water Regulation (NPDWR) for Per- and Polyfluoroalkyl Substances (PFAS), the first-ever national standard for these compounds.

Michael Regan, Administrator for the Environmental Protection Agency, asserted that this rule is essential to preventing thousands of deaths each year and to ensuring our kids have healthier futures in which they are less likely to suffer from life-threatening diseases like cancer, liver disease, heart attacks, and strokes.”

The U.S. water infrastructure remains critically challenged, and this foundational problem is being amplified by environmental stressors. The American Society of Civil Engineers’ (ASCE) 2025 Infrastructure Report Card assigned the U.S. drinking water infrastructure a grade of C-. The aging infrastructure is highlighted by the fact that a water main breaks every two minutes on average.

Climate change is recognized as one of the most pressing issues affecting water quality, leading to changes in water availability, quality, and safety. The EPA's FY 2025-2026 National Water Program Guidance emphasizes that equity and climate change will be central considerations in regulatory development.

In November 2025, the U.S. Environmental Protection Agency proposed a new rule that would only protect wetlands that have surface water during the “wet season” and are directly connected to rivers or streams with continuous flow at the same time. This change could remove federal protection from millions of wetlands and potentially millions of miles of streams across the country.

A 2025 GIS analysis by the NRDC estimated that 38 to 70 million wetlands could be at risk of pollution or destruction under similar rules. This puts water quality at greater risk, and could affect drinking water, flood control, and safety for tens of millions of people.

Morever, the White House’s proposed budget for the Fiscal Year 2026 discretionary spending included a reduction in total funding for the Clean Water and Drinking Water State Revolving Funds (SRFs) of $2.46 billion from what was spent in the previous fiscal year, which poses a significantly high threat to bolstering the infrastructure.

Communities in rural areas are most likely to experience water quality violations. The USGS specifically studies PFAS exposures in underserved private-well and public-supply tapwaters. Private drinking water wells are often unregulated by federal standards.

The FY 2025-2026 National Water Program Guidance published by EPA is dedicated to ensuring that equity and civil rights are upheld in the country. Funds from the federal government have been allocated to deal with PFAS contamination in small, disadvantaged, or rural areas, while grants such as "Emerging Contaminants in Small and Disadvantaged Communities Grant Program" are being provided by the EPA.

1. Nevada Division of Environmental Protection & U.S. Geological Survey. (2023). PFAS in U.S. tapwater (PDF). https://ndep.nv.gov/uploads/water-pfas/PFAS_in_U.S_._tapwater_USGS_2023_.pdf

2. The White House. (2025). Fiscal Year 2026 Discretionary Budget Request . https://www.whitehouse.gov/wp-content/uploads/2025/05/Fiscal-Year-2026-Discretionary-Budget-Request.pdf

3. U.S. Environmental Protection Agency. (2024). FY 2025–2026 Office of Water National Program Guidance (PDF). https://www.epa.gov/system/files/documents/2024-07/fy-2025-2026-ow-npg.pdf

4. National Association of Water Companies (NAWC). (2025). 2025 Infrastructure Report Card . https://nawc.org/news/2025-infrastructure-report-card/

5. U.S. Environmental Protection Agency. (2024). Drinking water utilities and professionals: Technical overview of PFAS in the final National Primary Drinking Water Regulation (NPDWR) (PDF). https://www.epa.gov/system/files/documents/2024-04/drinking-water-utilities-and-professionals-technical-overview-of-pfas-npdwr.pdf

6. Consumer Reports. (2021). How safe is our drinking water? https://www.consumerreports.org/water-quality/how-safe-is-our-drinking-water-a0101771201/

7. U.S. Environmental Protection Agency. (n.d.). Lead and Copper Rule Improvements . https://www.epa.gov/ground-water-and-drinking-water/lead-and-copper-rule-improvements