Bottled water market tapped

Date: 01/06/2010

A new report into the drinks sector has revealed that 60% of UK adults view bottled water as a waste of money, with almost three quarters of respondents (71%) agreeing that tap water is as clean as bottled water.
The results of the YouGov SixthSense poll echo the findings of a survey carried out by the charity WaterAid in 2009, which found that around two-thirds of consumers are now opting for tap water when they visit restaurants. Along with the recession, perceived negative ecological effects and potential health risks associated with mineral water are cited as possibly having an influence on consumer behaviour.
“The mineral water market has experienced exponential growth over the past ten years but signs are this may be coming to an end,” says James McCoy, research director for YouGov SixthSense. “New reports are significant in altering the interrelated perceptions of tap water and bottled water, but the recession, innovations in home filtering and the popularity of Britta-style products may also have contributed to the renewed faith in tap water.”

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