Chapters 2 and 3 concerned themselves exclusively with supply. The time has come to focus on the demand-side of hydroeconomics. The consumption of fresh water is most conveniently analyzed from the point of view of the three large battalions: households, farmers and industry. By “industry” is meant, here, all producers of goods and services in the economy other than within the family and within agriculture. So, industry includes, for example, an enterprise manufacturing nitrogen fertilizer, a company generating electricity, the head office of a banking group, a publicly owned rail network, a local hospital, a newsagent…and so on and so forth.