Consumers are increasingly choosing bottled water over carbonated soft drinks and other beverages due to greater awareness of the negative health effects associated with beverages containing sugar and artificial ingredients. Furthermore, the use of flavor drops enable consumers to customize their drink with as much or as little flavor and sugar as they desire.
Many consumers also perceive bottled water as a purer alternative to tap water. According to the Freedonia Focus Reports National Survey conducted February-March 2018, consumers that provided the worst ranking for tap water safety and appearance more frequently (once or more a week) consume water from disposable bottles compared to reusable containers.
However, there has recently been debate about the health impact of bottled water packaging, as relates to microplastic content. Consumer advocates are concerned the consumption of microplastics could be harmful. However, people are exposed to microplastics elsewhere in their lives, and there has not yet been direct evidence of adverse health effects. Nevertheless, high-profile news, such as the ongoing investigation by the World Health Organization, may negatively impact consumer sentiment.
While the plastic bottle is causing the industry some headaches, participants are hoping to promote a positive image through the use of “green” packaging, such as that incorporating recycled plastic resin.
Want to Learn More?
For in-depth analysis of bottled water trends, see Bottled Water: United States, a report published by the Freedonia Focus Reports division of The Freedonia Group. This report contains historical data and analysis of bottled water demand in gallons from 2007-2017 with projections to 2022. Total bottled water demand is segmented by type as follows:
- PET (polyethylene terephthalate) single-serve still water
- bulk still water
- other packaged still water
- flavored and fortified water
- sparkling water
While you are there, you can check out related reports such as Beverages: United States and Soft Drinks: United States.
About the Author
James Lacy is a Senior Analyst with Freedonia Focus Reports. His experience as an analyst covers multiple industries.