The 2014 figures saw an increase in the number of pre-schoolers who drowned - rising to eight from five in 2013.
"I've said this a thousand times, no pre-schooler should be drowning and we won't be happy until this is achieved," Mr Claridge said.
"The one small positive in this area, is that for the first time in six years no under-5s drowned in Northland.
"If New Zealand's terrible drowning toll is to come down it requires a huge change in culture and behaviour.
"The water safety sector is working together to drive this change but communities, whanau and individuals all need to step up and say let's improve on our poor track record and stop the drownings once and for all."
Beach drownings were down 50 per cent on 2013.
"This is a reflection of the great work being done by organisations such as Surf Lifesaving New Zealand and hopefully, an indication that the safety messages are getting through," Mr Claridge said.
One third of the drownings were 'immersion incidents', where people had no intention of entering the water. This highlighted the need for people to learn swim and survival skills, and to make water safety a consideration, Mr Claridge said.
"For example, a family walking around rocks at the beach should take the time to ask themselves are the conditions suitable? Do we have the skills to manage this if something does go wrong?"
Of the 90 deaths last year, 11 occurred while swimming, 10 while boating (motorised), and 16 were attributed to 'other activities' such as road vehicle incidents.
Five people drowned while land-based fishing, and non-powered boating and water sports - such as boogie boarding or jumping into water - claimed four lives each.
While the overall figure continued a downward track, incidents increased in Southland, Gisborne, Tasman, Waikato and Wellington. Only two regions - Marlborough and Taranaki - had no drownings.
Nine people have died in drowning incidents so far this year, Water Safety said today.
Facts and Figures:
* Auckland - 36 per cent of drownings were related to motorised boats.
* Hawkes Bay - 83 per cent of victims were aged over 45.
* Manawatu - all victims were aged under 25.
* Manawatu, Wanganui, Gisborne, Tasman and Canterbury - all were adult male drownings.
* Otago - the only region with more females than males drowning.
* Southland - includes three Germans missing, presumed drowned from a yacht.
* Waikato - 36 per cent of victims were aged 15-24.