Kbbreview found many customers were simply not interested in the issue of water conservation, despite increasing fears from environmentalists over the effects of climate change and population growth.

"We try very hard, but saving water is not something people are interested in," said Brett Hurley, owner of Aqueous II Fitted Bathrooms based in Buckinghamshire. "They're more interested in the look of the bathroom than the functionality side. I very rarely get somebody that comes into my showroom on an eco trip. Most of them have seen this and want that and they're not too bothered how much water it uses."

The news comes as the government and industry chiefs begin a period of consultation aimed at tighter regulations governing water use in the home. But speaking exclusively to kbbreview at the Bathroom Manufacturers Association's recent inaugural conference, president Ted Goold said the public's apparent apathy over the issue was a serious concern. "The situation requires bold measures by the government leading to a very serious consumer awareness education programme," he said. "It's also our job to develop products that give the consumer what they want but do it in an energy efficient way."

Goold also called for "retail incentives" to help promote water saving products. "We should take the VAT off any products associated with water and energy conservation," he said.

But Antonio Garrido, md of Stoke-based Imperial Bathrooms, argued that many consumers remain cynical of the issue because of widespread media stories of pipe leakages. "As manufacturers of bathroom products, we can do all we can do to make the world a better place but how do you square that with Mrs Average picking up the paper and reading that billions of gallons of water are lost every week in infrastructure leakages?" he said. "So how concerned should she really be about water saving?"

Paul Rowland, md at London-based CP Hart took a similar stance. "The government goes on about saving water, saving energy, saving this and that, and yet all our new properties and social housing is built on flood plains, there's not a single solar panel in sight, and there's not a bloody thing for conserving water," he said.

Responding to suggestions that retailers should be doing more to promote water saving products, Sara Wells, designer at London-based In Design kitchen and bathroom showroom, said: "We give people eco friendly alternatives but we're not going to push something if the client doesn't want it. That's not our job is it? We give people informed choices and they make them. But if the government push a greener, more eco friendly, approach to everything we do in life then things will change. They aren't doing enough."

Charged with these accusations, Joanne Turner, water policy advisor at the Department for Environment, Food and Rural Affairs, admitted the government needed to improve its procurement procedures. "One government department I won't name has recently installed new washrooms but was told they couldn't use water efficient fittings because they were dearer. That made me very cross," she said. "We need to make sure all government procurement has water efficiency in its spec."

However, Turner has set a timetable for action, and is keen to get input from the bathroom industry and gauge likely public reaction. "We've had meetings with the BMA and they seem very open to considering water efficiency, accepting that regulation might help to drive their market and wanting to know how to market their product in the right way."

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