Bottled water runs dry

BrandWeek: ‘Sales drought’ for big water bottlers 6

Anyone who's read Elizabeth Royte's Bottlemania will be cheered by this news, from BrandWeek:

The market for bottled water may be drying up.

Despite massive discounting, brands like Aquafina and Poland Spring are experiencing a sales drought unlike any the category has ever seen. After almost a decade of triple and then double-digit growth, sales volume grew less than 1% for the first half of the year, per Beverage Digest, Bedford Hills, N.Y.

The chief culprit: the economy. Shoppers are less interested in paying for a product that they can get for free.

Grist food editor Tom Philpott farms and cooks at Maverick Farms, a sustainable-agriculture nonprofit and small farm in the Blue Ridge Mountains of North Carolina. Follow my Twitter feed; contact me at tphilpott[at]grist[dot]org.

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  1. Gar Lipow's avatar

    Gar Lipow Posted 4:00 am
    09 Sep 2008

    I have a bleg on bottled waterI long since cut out all bottled water with one exception. I buy 5 or 6 1 gallon liter containers, keep them 18 months, then gradually use to them up and replace them with new ones. That way I have an emergency water supply should earthquake or storm cut off the sink and trap me. This is standard emergency advice.  Is there an alternative. I don't think putting water into my own containers is a reasonable alternative because I don't think self bottled water keeps as well. (One does not self-bottle in those quantities under aseptic conditions.) A reusable container is fine for day to day use but I don't think so much for long term emergency storage where the water will be left untouched for over a year. Any suggestions?
  2. kmp Posted 4:15 am
    09 Sep 2008

    A rain barrel......and a good water filter?
    Personally, I don't think buying half a dozen gallon jugs of water once a year or so is too damaging, from a sustainability standpoint.
  3. Werdna Posted 4:25 am
    09 Sep 2008

    Same with organic foodI don't know where I heard it, but I believe that there is a similar slump in the organic market.  Unfortunately, people are less willing to spend money on "luxury" items when they can get cheap stuff.

    Andrew Eisenberg


    The gateway project is wrong---http://www.livableregion.ca
  4. Tom Philpott's avatar

    Tom Philpott Posted 6:04 am
    09 Sep 2008

    that's a non-problem, Gar...... but, you should check into the kind of plastic you're getting. I don't have my copy of Bottlemania with me now, but I do remember Royte saying that those one-gallon water jugs use a really nasty kind of plastic -- nastier than the clear plastic used for standard >1 liter bottles.
    Andrew, growth in organics is slowing a bit due to factors you mention. But with this water stuff, I think another factor (besides economic pain) is that greenie types are abandoning bottled water fast. At Slow Food Nation in SF last week, organizers tried real hard to -- and generally succeeding in -- banishing bottled water completely. They were really pushing filtered tap water. Brandishing a bottle of water drew reactions about like chowing down an Oscar Meyer wiener -- I don't think that would have been the case as recently as a year ago.

    Victual Reality
  5. mcronheim Posted 8:08 am
    09 Sep 2008

    what about corporate?I'm inclined to assert that the massive scale-back in bottled water purchasing by huge companies to stock their break-rooms has a monumental effect here. I do some consulting for a huge IT company in the process of discontinuing bottled water. A few of these huge buyers could have a considerable impact in this market.

    Matthew Cronheim

  6. E Royte Posted 10:59 pm
    10 Sep 2008

    . . . but enhanced waters keep on rollingWhile plain old bottled water has taken a hit (thanks to the economy and to the educational campaigns of pressure groups), the enhanced water category has grown enormously: up 18.4 percent during the same period. While it's true that nutrient- or caffeine-enhanced waters don't come from our taps, the production of those bottles (any bottles), and their transportation and disposal still present many of the same environmental problems as un-enhanced waters.

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