The water dispenser industry is undergoing a period of meaningful transformation. Driven by shifts in consumer expectations, sustainability pressures and service-led business models, dispenser design is evolving from basic equipment to integrated solutions that deliver performance, flexibility and experience.

While subscription-based models such as Water-as-a-Service (WaaS) are gaining traction in many environments, the landscape remains diverse. The needs of a restaurant differ from those on a construction site. But across all sectors, the demand is clear: smarter systems, tailored solutions and more intentional design.

Akos Petri, managing director at Zenith, explains that the company's extensive, three-decade-long collaboration with industry partners has helped reveal how market dynamics are evolving across sectors, highlighting distinct needs and emerging trends that shape each category.

HoReCa – a high-value shift toward experience

In the hospitality and foodservice sectors, dispensers are becoming part of the guest experience, not just operational infrastructure. A growing number of venues are investing in premium dispense systems offering chilled, filtered and sparkling water, delivered on-demand.

Purezza by Waterlogic is one notable example. These systems enable restaurants and hotels to serve water in branded bottles, offering a polished alternative to single-use bottles while supporting sustainability goals. Feedback from operators suggests the margin potential is strong, many are able to replace bottled water with a higher-value, in-house option.

We're also seeing growing interest in white-label solutions, particularly in premium dining. These give venues control over water presentation while reducing logistics and plastic use. For dispenser providers, designing systems that meet these branding, aesthetic and performance needs is becoming a competitive advantage.

Offices – redefining hydration post 2020

In office environments, hydration is increasingly seen as part of the employee experience. As hybrid working patterns shift, companies are upgrading common areas with health-conscious, low-touch solutions that reflect their workplace values.

This includes touchless dispensing, antimicrobial surfaces and remote monitoring. Facility managers value systems that offer usage analytics and predictive maintenance, helping reduce admin and downtime.

In many of these cases, WaaS is playing a role, offering bundled solutions that include equipment, servicing and regular filter replacement. For larger offices or those undergoing renovation, this model simplifies implementation. However, more traditional procurement models still remain relevant, especially in smaller or budget-sensitive workplaces.

Construction and industrial sites – prioritising practical solutions

In more rugged environments such as construction or industrial sites, priorities differ. Dispensers need to be robust, easy to refill and able to operate reliably with minimal maintenance. Bottled water dispensers (BWD) continue to dominate here due to their simplicity and mobility.

While some shift toward point-of-use (POU) systems is occurring, particularly in larger, semi-permanent worksites, the move is slower. In these settings, cost, logistics and adaptability often outweigh the appeal of smart features or long-term contracts.

BWD to POU - a gradual but persistent trend

Across Europe, we continue to track a steady migration from BWD to POU systems. This is being driven by:

• Sustainability goals, particularly around single-use plastics

• Operational efficiencies, such as reducing storage and delivery complexity

• Improved user experience, including consistent water quality and design integration

POU systems meet these expectations well and, when delivered through WaaS, become easier for businesses to adopt without large capital outlay. Still, the speed of migration varies by country and sector.

Design priorities - modularity, customisation and circular thinking

One of the clearest shifts we see is in design thinking. Dispensers must now be built not just for performance but for long-term adaptability. Key design attributes include:

• Modular components, allowing upgrades or repairs without full replacement

• Customisable elements, such as branding, interfaces, and bottle formats

• Circular design, including recyclable materials and energy-efficient systems

Whether in a premium restaurant or a coworking space, these attributes improve system longevity, reduce environmental impact and support brand alignment.

A market in motion, not a monolith

What’s evident is that the dispenser landscape is evolving but not converging into a single model. While WaaS is expanding, particularly in the office and hospitality sectors, traditional sales models continue to serve important roles elsewhere. What’s emerging instead is a more fragmented, responsive market where providers must tailor solutions to fit specific operational needs.

At Zenith, we believe this flexibility, supported by thoughtful design and robust servicing, will define the next era of success in the sector. Whether through branded hydration in restaurants, workplace wellness systems or durable dispensers on job sites, the role of water dispense continues to grow in both value and visibility.

Ultimately, the future of hydration isn’t just about delivering water. It’s about understanding where and how people interact with it and designing solutions that fit seamlessly into that experience. A demo version of Zenith’s European water dispense database is available to support deeper understanding of market trends.