Water consumers highly value security of supply and are also willing to pay a higher water bill for a reduction of the calcium level in their drinking water. However, it does not appear that the consumers are willing to pay a higher water bill for a higher level of customer service. These are the results of an analysis from the Danish Competition and Consumer Authority published in 2020. This is the English translation of the original analysis. The analysis provides inspiration for including the preferences of consumers in the future economic regulation of the water sector.