Bottled Up and Ready to Go, Is Bottled Water Safe? By Darrell Miller At Isnare.com Ezine Articles

In the past year, the bottled water industry has experienced a shake up with environmental groups and several U.S. cities taking initiatives to curb the consumption of bottled water. Among these cities are Los Angeles, San Francisco, Seattle, Salt Lake City, Santa Barbara, California, and Ann Arbor, Michigan. These cities have also banned the use of plastic bottles at city-sponsored events, removed them from restaurant menus, and campaigned to drink tap water. However, the bottled water category remains resilient and is standing up to the controversy, as sales and consumption of bottled water have been reported to be on the rise. Studies have shown that seventy-five percent of consumers drink both tap and bottled water, and are not replacing municipal drinking water with bottled water, but instead choosing bottled water as an alternative to other beverages containing caffeine, sugar, or other artificial flavors and ingredients.

Many people have heard the talk of bottled water being unregulated. However, the FDA actually already regulates bottled water products and has been developing regulations covering identity and standards of quality, which determine the maximum levels of chemical, physical, microbial, and radiological contaminants that are allowed in bottled water. The FDA has also adopted many standards from the U.S. Environmental Protection Agency’s regulation of public drinking water. Both bottled drinking water and tap water share many of the same standards when it comes to the contaminants that are allowed in drinking water.

The enhanced water industry is continually growing as members continually pursue and tweak brands to shape this category. With players in the industry including Coca-Cola, Cadbury, and Pepsi, many different types of enhanced and flavored waters have entered into the market. There are many niche brands that have also entered the market as they add new flavor profiles and innovative products. Additionally, the market for bottled water that is tailored for children is catching on. The trend of water for kids consists of waters fortified with nutrients that help round out their diets. Parents seem to be looking for organic, healthier options when it comes to their children, so it is important for retailers to offer kids’ products that the primary purchaser, which is normally the female head of household, would consume, trust, and understand.

Environmental concerns are also raising red flags over the amount of plastic water bottles that are being properly recycled. A report form the Container Recycling Institute (CRI) stated that 96% of single-serving plastic water bottles do not get recycled because they are frequently consumed on the go. With the national recycling rate for all plastic water bottles being just 23.1 percent, bottled water is even lower with the CRI estimating that about four billion plastic bottles ending up in the waste stream.

In response, some companies are introducing new beverage bottles with less plastic included that will help to eliminate some waste from the environment. It seems as if the bottled water industry will continue to deliver new innovations and controversy for many years to come. Providing a variety of products that address a consumer’s stance on the above issues is important for retailers.

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