The increases will pay for maintenance and improvements

South West Water (SWW) has announced that it thinks average water bills in the region need to go up by 35% over the next five years.

It blames the need to meet requirements on drinking water quality and discharges.

A 35% rise would mean a household now paying �345 a year would face a bill of �467 by the end of the decade.

Bob Baty, SWW chief executive, said: "It sounds like a lot, but in real terms a family of four pay 95p a day for their water and sewage services.

In most cases the biggest investments are dictated by the environmental programme determined by the government, which comes at a great cost to water customers Richard Sturt, WaterVoice Southern

"In 2009 it will be �1.28, so although it is a 35% increase, in cash terms it is not quite as significant, although we appreciate that customers have difficulty coping with any increase."

Richard Sturt, chairman of WaterVoice Southern, said: "We believe that most customers will be shocked by the scale of these proposed price increases.

"We accept that the companies need to invest heavily in their water supply and sewerage services in order to maintain service standards and meet the increased demand for them.

"However, we are concerned that in most cases the biggest investments are dictated by the environmental programme determined by the government, which comes at a great cost to water customers."

He added: "We are disappointed that the government has not given customer considerations equal importance and now look to Ofwat to give these proposals careful consideration."