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Kelda Showers
Case study

Kelda Showers

Kelda Showers Ltd's innovative shower system uses significantly less water, without compromising experience.

Kelda Showers Ltd developed an innovative Air-Powered™ shower system that uses a high-velocity air stream to atomise water into large droplets, creating a shower that uses significantly less water, without compromising experience.


Conventional ‘aerating’ showers use the Venturi principle to restrict flow and draw atmospheric air into the water through a small hole in the showerhead. In contrast, Kelda’s Air-Powered™ showers use a high-velocity air stream to reduce the flow rate, using less water and less energy to heat the hot water required compared to a standard shower, creating fewer carbon emissions.

The company’s showers have been tested in real-life environments to ensure they can withstand the pressures of high usage, comply with the water supply (water fittings) regulations, feature certified thermostatic mixing valves and meet all building regulations under the proposed Future Homes Standard.

Kelda Showers wanted to apply its technology to the consumer market and wished to gain further assurance and trust for this new market through independent verification.


To ensure its energy saving claims were valid and its product met high energy performance standards, Kelda requested product performance verification from Energy Saving Trust, based on submitted evidence, to provide quantitative statements of water, energy, financial and carbon savings from using the product.

These verified savings would help build assurance in Kelda’s product’s performance within the consumer market. We check verified marketing claims based on the energy performance of their products, helping win consumer trust and highlight their commitment to sustainability.

“It is not only extremely important for manufacturers to design energy efficient products, but they must ensure the technology savings can be demonstrated and verified to consumers. As an independent body Energy Saving Trust has decades of experience verifying results and claims, so  when it comes to energy efficiency and energy savings it’s not just ‘Kelda Showers says this…’ it’s ‘Energy Saving Trust has verified this…’”

– Paul Ravnbo-West, marketing director, Kelda Showers


Our team assessed Kelda Shower’s Air-Powered™ shower relative performance based on a combination of evidence from Kelda Showers, Energy Saving Trust’s existing evidence, assumptions around householder behaviour, and the performance of standard showers and water heating systems.

“It has been a pleasure working with the insights and marketing teams to create the Kelda x Energy Saving Trust Product Performance Verification Report. We hope that through publishing this information, consumers will see the value in higher performing assets and encourage the purchase of more efficient and sustainable products.”

– Paul Ravnbo-West

In our final report, we detailed Kelda’s Air-Powered™ shower’s potential to save water, energy, money and carbon dioxide emissions when used in place of conventional showers.

We have verified the following claims1 that Kelda Showers can confidently use in communications to its customers.


  • A Kelda shower uses 69,800 fewer litres of water per year than a conventional mixer shower. This is a 55% reduction in the amount of water used which results in £200 (45%) savings in the annual water bill of a household of four.

  • A Kelda shower uses 2,200 less kWh of energy per year than a conventional mixer shower. This is a 55% reduction in the amount of energy used which results in £185 (50%) savings in the annual energy bill of a household of four.

  • A typical home could cut their annual energy consumption by about 10% (2,200kWh) by replacing their conventional mixer shower with a Kelda shower[1]. That’s equivalent to boiling a kettle 20,000 times[2].

  • A Kelda shower emits 630 fewer kilograms of carbon dioxide per year than a conventional mixer shower, associated with energy and water savings combined. This is a 55% reduction in the amount of carbon dioxide emitted annually.

  • A typical home could cut their annual energy carbon emissions by about 11% (630kgCO2) by replacing their conventional mixer shower with a Kelda shower[3]. This is equivalent to driving 2,200 miles, that’s like driving from London to Bristol 19 times[4].

  • Based on the statements above, a Kelda shower can save a total of £385 in the annual water and energy bills of a household of four.

Information correct as of September 2023.

Kelda Showers’ verified products are now listed on the Energy Saving Trust Register, our searchable online catalogue that highlights equipment and technologies to customers and businesses looking for energy saving products and appliances. The company also has access to the Energy Saving Trust Verified brandmark to highlight that its products meet our standards and have been recognised by us.


Kelda aims to become a leading sustainable manufacturer, and this includes the responsibility of its products throughout their life cycle.

“Kelda are pioneers of high-efficiency showers using Air-Powered™ technology. Our aim is to reduce water, energy and carbon emissions from showering while enhancing wellbeing. We hope that we can play our part in creating a more sustainable future.”

– Paul Ravnbo-West


[1] Based on Ofgem’s typical annual energy use for a 4+ bedroom home and 4-5 people: 17,000kWh for gas and 4,300kWh for electricity.

[2] Based on an average kettle electricity consumption of 169kWh/year (source: National statistics) and 1542 uses per year (source: EST).

[3] Based on Energy Saving Trust’s mean household CO2 emissions of 5.51 tCO2e/household of four.

[4] Based on average car emitting 0.276 kgCO2e per mile and a distance of 118 miles.

Last updated: 4 January 2024