Clearing the Water: Making Sense of Bottled Water

Clearing the Water:Clearing the Water:Making Sense of Bottled Making Sense of Bottled

WaterWater

Clinton A. Brawner, MS, RCEPClinton A. Brawner, MS, RCEPDetroit, MIDetroit, MI

Doctoral StudentDoctoral StudentSchool of Public Health, Walden UniversitySchool of Public Health, Walden University

Aim & OutlineAim & Outline

Develop a better Develop a better understanding of the impact understanding of the impact of bottled waterof bottled water– IndustryIndustry– Why bottled water?Why bottled water?– CostCost– RegulationsRegulations

Bottled Water Bottled Water IndustryIndustry

Growing steadily over past 30 Growing steadily over past 30 yearsyears

$22 billion worldwide$22 billion worldwide US is largest market by volume*US is largest market by volume*

– Ranks 10Ranks 10thth per capita per capita Competitive market which results Competitive market which results

in aggressive marketing strategies.in aggressive marketing strategies.Ferrier, C. (2001). Bottled water: understanding a social phenomenon. Available at

http://assets.panda.org/downloads/bottled_water.pdf* Rodwan, J. G. (2009). U.S. and international bottled water developments and statistics for 2008. Bottled Water Reporter.

April/May. Retrieved on November 10, 2009 from http://www.bottledwater.org/public/2008%20Market%20Report%20Findings%20reported%20in%20April%202009.pdf

Why bottled water?Why bottled water?

PerceptionsPerceptions Increased availabilityIncreased availability Alternative to high calorie beveragesAlternative to high calorie beverages Associated with health and well-Associated with health and well-

beingbeing Sign of increased social statusSign of increased social status HabitHabit

Ferrier, C. (2001). Bottled water: understanding a social phenomenon. Available at http://assets.panda.org/downloads/bottled_water.pdf

Why People Drink Bottled Why People Drink Bottled WaterWater

41%

41%

7%

11%

Tap water safety

Beverage substitute

Taste

Other

American Water Works Association Research Foundation (1993), as cited in Natural Resources Defense Council (1999) .Bottled water: pure drink or pure hype? Available at http://www.nrdc.org/water/drinking/bw/bwinx.asp

Types of Bottled WaterTypes of Bottled Water

Natural mineral waterNatural mineral water– Underground source with constant level of Underground source with constant level of

minerals and trace elements.minerals and trace elements.– Minerals cannot be added.Minerals cannot be added.

Spring waterSpring water– Underground source from which water flows Underground source from which water flows

naturally to the service.naturally to the service. Sparkling waterSparkling water

– Contains a natural level of carbon dioxide.Contains a natural level of carbon dioxide.– Forms: sparkling mineral and sparkling springForms: sparkling mineral and sparkling spring


Types of Bottled Water Types of Bottled Water (continued)(continued)

Artesian well water and well waterArtesian well water and well water– Bottled from a hole bored into an Bottled from a hole bored into an

underground aquifer.underground aquifer. Purified waterPurified water

– aka: distilled, deionized, reverse osmosisaka: distilled, deionized, reverse osmosis– Surface or underground source that has Surface or underground source that has

been treated; similar to tap water.been treated; similar to tap water.– This may be treated tap water.This may be treated tap water.


Cost and SafetyCost and Safety

ExpenseExpense Bottled water is shipped worldwideBottled water is shipped worldwide 40% of bottled water originates from 40% of bottled water originates from

a tap.a tap. Bottled water can suffer similar Bottled water can suffer similar

contamination as tap water sources.contamination as tap water sources. Bottled water is regulated by the FDABottled water is regulated by the FDA

– Tap water is regulated by the EPATap water is regulated by the EPA


Taste Test:Taste Test:Tap vs. BottleTap vs. Bottle

45%

24%

19%

12%

NYC tapPoland SpringsOxygen WaterEvian

GMA.com (2009). GMA: water taste test. Available at http://abcnews.go.com/GMA/story?id=126984&page=1&page=1

Over 1000 bottles from 103 brands Over 1000 bottles from 103 brands of bottled water.of bottled water.

Most waters were of high quality.Most waters were of high quality. About one-third contained About one-third contained

contaminants that exceeded contaminants that exceeded allowable limits.allowable limits.

Natural Resources Defense Council. (1999). Bottled water pure drink or pure hype? Retrieved on November 10, 2009 from http://www.nrdc.org/water/drinking/bw/bwinx.asp

Bottled WaterBottled Waterand the FDAand the FDA

Similar standards as the EPASimilar standards as the EPA– Less authority to enforce themLess authority to enforce them

No authority to require certified labsNo authority to require certified labs Public water system-type information is Public water system-type information is

not requirednot required– Few bottlers provide this informationFew bottlers provide this information– Consumers continue to believe bottled Consumers continue to believe bottled

water is superiorwater is superior 75% of water bottles are not recycled75% of water bottles are not recycled

U.S. Government Accountability Office . (2009). Bottled water: FDA safety and consumer protections are often less stringent than comparable epa protections for tap water. Available at http://energycommerce.house.gov/Press_111/20090708/gaobottledwater.pdf

www.tappening.com

http://www.uc.edu/gissa/projects/drinkingwater/

Thoughts for AmericansThoughts for Americans Resources would be better directed Resources would be better directed

to further improving tap water.to further improving tap water. Call you state drinking water Call you state drinking water

program or the EPA.program or the EPA. Consider using filters certified by Consider using filters certified by

NSF International.NSF International.

Natural Resources Defense Council. (1999). Summary findings of NRDC's 1999 bottled water report while bottled water marketing conveys images of purity, inadequate regulations offer no assurance. Retrieved on November 10, 2009 from http://www.nrdc.org/water/drinking/nbw.asp

ResourcesResources Tappening.com

– http://www.tappening.com/Why_Not_Bottled_Water Natural Resources Defense CouncilNatural Resources Defense Council

– http://www.nrdc.org/water/drinking/qbw.asphttp://www.nrdc.org/water/drinking/qbw.asp NSF International

– Home water treatment information– http://www.nsf.org/consumer/drinking_water/

dw_treatment.asp?program=WaterTre University of Cincinnati’s water standards

– http://www.uc.edu/gissa/projects/drinkingwater/ US Government Accountability OfficeUS Government Accountability Office

– http://energycommerce.house.gov/Press_111/20090708/gaobottledwater.pdf

Clearing the Water: Making Sense of Bottled Water

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