The global water crisis has led to a reduction in household tap water quality in Southern Europe (i.e. Cyprus & Malta). As a
result, the majority of households no longer drink tap water. They rely on overpriced bottled (including vendored) water,
and are in need of the Desolenator (an eco-friendly, affordable, solar-driven household water purifier).
During this H2020 project, the Desolenator team carried out in-depth research in order to gain a deeper understanding of
the Southern European market and to validate market entry. Working in collaboration with Misco Malta and Noverna Plus
research firms, Desolenator identified customer segments, consumer needs/values, Desolenator purchasing decision
factors and future consumer purchasing trends. These findings were utilised to guide product development, create a market
entry strategy and form strategic partnerships.
Desolenator mapped out the Political, Economic, Social, Technological, Environmental and Legislative landscape to
determine market entry viability in Cyprus and Malta. This involved desk research and interviews with stakeholders and
organisations.
In Cyprus, Desolenator worked with Noverna Plus to complete 600 random interviews with heads of households. The study
included socio-economic classes A, B, C1, C2 and D living in Nicosia, Limassol, Larnaca, Pafos and Famagusta. Focus groups
were then held with homeowners who were interested in Desolenator and could afford the product (A/B and C1). The 4
groups were divided into: Larnacan Cypriots aged 25-44, Nicosian Cypriots aged 35-54, Eastern European expats aged 25+ in
Limassol and British expats in Paphos aged 25+.
In Malta, Desolenator worked with Misco Malta to complete 400 randomised Computer Aided Telephone Interviews (CATI)
with heads of households. Focus groups were then held with homeowners who were interested in the Desolenator concept,
could afford the product (A/B, C1) and had roof ownership. The 4 groups were separated into: women aged 30 +, water
purifier users aged 30-50, water purifier users aged 50+, and bottled water users.
Main Results
Desolenator plans to enter the Cypriot market because the product concept appeals to 44% of Cypriot consumers. In
particular, the device appearance, output water per day and warranty appeal to customers.
Since 70% of the Maltese population are currently content with drinking free bottled supermarket water, Desolenator will
not enter this market right now, but plans to do so at a later stage.
