1. Clearing the Water: Making Sense of Bottled Water
Clinton A. Brawner, MS, RCEP
Detroit, MI
Doctoral Student
School of Public Health, Walden University
Clearing the water, making sense of bottled water is a presentation for the non professional, general public.

2. Aim & Outline
Develop a better understanding of the impact of bottled water
Industry
Why bottled water?
Cost
Regulations
Today’s presentation will review some of the “whats and whys” of bottled water in order to help you better understand the impact bottled water has on our lives and environment. I will do this by discussing the bottled water industry, why we consume bottled water, cost, and regulations.

3. Bottled Water Industry
Growing steadily over past 30 years
$22 billion worldwide
US is largest market by volume*
Ranks 10th per capita
Competitive market which results in aggressive marketing strategies.
You likely don’t need me to tell you that the bottled water industry is big. In fact, it is the fastest growing segment within the beverage industry. At times it may seem that everyone is carrying a bottle of water. The US is the largest market by volume, although we rank 10th per capita. Mexico is the largest per capita and many of the highest consuming countries are in Western Europe. It seems you can’t turn the television on without seeing an ad for bottled water. We are targets for aggressive marketing campaigns designed to get us to associate bottled water with healthy living.
Ferrier, C. (2001). Bottled water: understanding a social phenomenon. Available at
* Rodwan, J. G. (2009). U.S. and international bottled water developments and statistics for Bottled Water Reporter. April/May. Retrieved on November 10, 2009 from

4. Why bottled water? Perceptions Increased availability
Alternative to high calorie beverages
Associated with health and well-being
Sign of increased social status
Habit
At least in part due to clever advertising, the public has a general mistrust of tap water. It is not uncommon for people to perceive that bottled water tastes better, is safer and of better quality, and is a natural alternative. I’ve got friends who think bottled water tastes better. One of them comments each time I draw water from the tap at their house. Admittedly, I like to have bottled water in my house to offer to guests. And that’s not because I think tap water is inferior, but rather, that my guest might feel that way. There are clearly conveniences with bottled water. In addition, bottled water is very accessible. Water is a good alternative to high calorie beverages. You can find it in many health clubs. It is a common element in offices. Through advertising and changing culture, drinking bottled instead of tap water has evolved into a marker of social status and become a habit for many.
Ferrier, C. (2001). Bottled water: understanding a social phenomenon. Available at

5. Why People Drink Bottled Water
These data from a 1993 report show that the majority of people drink bottled water because they feel it is safer than tap water and as a substitute to another beverage, such as soda pop.
American Water Works Association Research Foundation (1993), as cited in Natural Resources Defense Council (1999) .Bottled water: pure drink or pure hype? Available at

6. Types of Bottled Water Natural mineral water Spring water
Underground source with constant level of minerals and trace elements.
Minerals cannot be added.
Spring water
Underground source from which water flows naturally to the service.
Sparkling water
Contains a natural level of carbon dioxide.
Forms: sparkling mineral and sparkling spring
The FDA recognizes several types of bottled water based on the source of the water. Bottled water must meet these definitions to carry these labels. The majority of the bottled water industry in the US is comprised of purified water. It is known as bulk water within the industry.
Ferrier, C. (2001). Bottled water: understanding a social phenomenon. Available at

7. Types of Bottled Water (continued)
Artesian well water and well water
Bottled from a hole bored into an underground aquifer.
Purified water
aka: distilled, deionized, reverse osmosis
Surface or underground source that has been treated; similar to tap water.
This may be treated tap water.
The FDA recognizes several types of bottled water based on the source of the water. Bottled water must meet these definitions to carry these labels. The majority of the bottled water industry in the US is comprised of purified water. It is known as bulk water within the industry. According to the Beverage Marketing Corporation as cited by the International Bottled Water Association, in 2008 this accounted for nearly 96% of the industry.
Ferrier, C. (2001). Bottled water: understanding a social phenomenon. Available at

8. Cost and Safety Expense Bottled water is shipped worldwide
40% of bottled water originates from a tap.
Bottled water can suffer similar contamination as tap water sources.
Bottled water is regulated by the FDA
Tap water is regulated by the EPA
It is estimated that bottled water can be 200 to 10,000 times more expensive than tap water. That difference is largely dependent on the type of bottled water and the venue through which it is purchased. Pierre in fine dining restaurant can get pretty expensive. As you are well aware, bottled water is a worldwide industry; therefore a large portion of its costs are due to shipping. Interestingly, at least 40% of bottled waters originate from public water supplies. EPA requirements for tap water are more conservative or tighter than the FDA’s. For instance, one of the sources for Aquafina is the public water to in Wichita, Kansas.
Ferrier, C. (2001). Bottled water: understanding a social phenomenon. Available at

9. Taste Test: Tap vs. Bottle
In a water taste test conducted among members in the studio audience of Good Morning America, New York City tap water was most frequently chosen as the best tasting water compared to 3 commercially bottled waters.
GMA.com (2009). GMA: water taste test. Available at

10. Stories questioning perceptions, as well as the safety, of bottled water have been increasing.

11. Over 1000 bottles from 103 brands of bottled water.
Most waters were of high quality.
About one-third contained contaminants that exceeded allowable limits.
In 1999, the Natural Resources Defense Council published results of study of over 1000 bottles of water from 103 brands. The good news was that most water were of high quality. Unfortunately, about one-third contained at least one contaminant that exceeded the allowable limits defined by state and/or local authorities. Interestingly, the EPA does not allow any contamination of E. coli or fecal coliform- these represent possible contamination with fecal matter- the FDA does allow define minimal acceptable levels. Similarly, the FDA does not require bottled water to be tested for parasites such as cryptosporidium or giardia. The NRDC believes some bottled water may be a health threat to persons with weakened immune systems, such as those patient undergoing cancer therapy, the elderly, and infants.
Natural Resources Defense Council. (1999). Bottled water pure drink or pure hype? Retrieved on November 10, 2009 from

12. Bottled Water and the FDA
Similar standards as the EPA
Less authority to enforce them
No authority to require certified labs
Public water system-type information is not required
Few bottlers provide this information
Consumers continue to believe bottled water is superior
75% of water bottles are not recycled
As mentioned, the bottle water industry is regulated by the FDA. In response to reports by the NRDC and others, the U.S. Government Accountability Office conducted its own review of the bottled water industry. It concluded that the FDA’s standards for bottled water were similar to the EPA’s standards for public water systems. However, the FDA’s authority to enforce these standards are less. As a consequence, they have no authority to require bottlers to use certified labs to test and report their water as is required by the EPA. In addition, the FDA does not require bottlers to provide information comparable to that required of public water systems. This is in spite that the FDA has previously concluded that it was feasible to request this of bottlers. Few bottlers voluntarily provide this information. It is believed that this information would help consumers understand the true benefits of bottled water. The Government Accountability Office concluded that 75% of water bottles are not recycled. It is believed this accounts for less than 1% of total waste. Finally, the production and consumption of bottled water results in relatively small energy requirements, yet this is still greater than the cost of public drinking water.
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

13.
Groups who are concerned about the negative impact bottled water has the environment and that consumers are being mislead fighting back. These ads, sponsored by Tappening, followed candidates as they toured the United States during the 2009 presidential campaigns. Tappening is an educational campaign designed to encourage the public to drink tap water. They disapprove of the bottled water industry’s waste of energy resources and resultant pollution of the Earth. As stated previously, the bottled water industry likely does not have a large impact on energy resources or solid waste. However, small steps can add up, so choosing tap water instead of bottled water will make you “greener.”

14.
The University of Chicago has developed a web-based application that allows anyone to learn how the public water system in their area compares to the EPA standard. It is based on metropolitan statistical areas, so you won’t find your exact city, but you should be able to identify your general region. Shown here is data on the area known as Detroit-Ann Arbor-Flint. You can see that the quality of the water supply in this area is well below the standards. Feel free to offer a glass from the tap!

15. In these times of increasing attention of our effects on the environment, and especially in light of families cutting back due to difficult economic times, decreasing our bottled water consumption makes good sense. According to Tappening.com, if you were to satisfy the 8 glasses of water per day recommendation that we frequently hear, you could spend $1400 annually.

16. Thoughts for Americans
Resources would be better directed to further improving tap water.
Call you state drinking water program or the EPA.
Consider using filters certified by NSF International.
Clearly the NRDC advocates for the consumption and improvement in municipal tap water. At 500 times the cost per gallon, financial resources from bottled water would be better directed towards further improving tap water. If you are concerned about your tap water call your state drinking water program or the EPA. Finally, if you prefer filtered water, instead of buying bottled water, consider in home filters that are certified by 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

17. Resources Tappening.com Natural Resources Defense Council
Natural Resources Defense Council
NSF International
Home water treatment information
University of Cincinnati’s water standards
US Government Accountability Office