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Jun 23, 2008 -- Bottled water sales in for double trouble

Clark is so excited that the bottled water assault is in retreat. The master marketers at Coke and Pepsi did a phenomenal job of converting soda drinkers to overpriced bottled waters like Dasani, Aquafina and others.

But now Americans are buying less bottled water because of the economic squeeze. Meanwhile, the green movement has been educating people about how bottled water is actually harmful for the environment -- another factor in the sales decline.

Need we remind you that bottled water can cost 1,000 times what tap water costs? Committed bottled water drinkers can spend $1,400 in a year on the stuff. Wouldn't you rather put that $1,400 back in your wallet?

Some people who want to give bottled water the boot say they're not comfortable with the taste of tap water. The compromise is to filter your tap water at home. You can get a cheap external filtration system for around $10 or $15.

Traditional bottled water sales are getting it from another side too. Water drinkers are turning to flavored waters, which opens up a whole new field for the marketers. Clark was recently on a plane and everyone around him was ordering flavored water.


Unfortunately, Clark won't be able to answer any questions submitted via commenting. If you have a question, please try posting it to our message boards.

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What others are saying

  • Tap water is safe
    As a trained environmental engineering, I have full confidence in the water treatment systems. Let me just comment on some of the other comments here.

    1) Chlorination does not necessarily cause trihalomethanes (THM). Excess chlorination causes THM's. However, other processes such as ozonation (using peroxide) can cause similar byproducts with bromine. These both bromide byproducts and THM's are carefully monitored and cannot exceed limits which have been deemed to cause cancer. Finally, bottled water normally chlorinates to ensure on going treatment of the water after it is bottled. Ever wonder why bottled water has an expiry date? That is when the chlorine (or bromine) is no longer active.
    2) The caller into Clark's show mentioned his belief that the water is placed into the distribution systems before the required 72 hour period. Considering the amount of water which is treated in these systems, pumping is normally not used. The system is instead passive and only driven by gravity. It is not possible to have this water in the distribution system before the 72 hours. If we pumped our water, we would be similar to India which consumes almost half of its power pumping water.
    3) Bottled water is controlled by a different entity (FDA vs. water treatment regulations) than tap water. This means the reporting of water quality is not required for bottled water companies, whereas municipalities are required to report.

    Any of these facts can be verified using environmental engineering texts such as Metcalf&Eddy or any water treatment textbook.
  • Bottled Water Research
    Just came across this study from NRDC: http://www.nrdc.org/news/newsDetails.asp?nID=3025
  • Effective = Not Cheap
    We have been using a water filter for years. I did extensive research and actually analyzed third-party analyses of the various units out there. One thing I learned: an effective filter CANNOT be purchased for $10-$15.

    C'mon, Clark!

    These units cost hundreds of dollars and I had no qualms or reservations for paying such a price. Our Mult-Pure unit has been a workhorse for us for more than ten years, costs us $60 per replacement filter (we buy 2 per year), and is worth every penny.

    Our final price per gallon is about 8 cents, it tastes delicious, and requires no transport or environmental effort.
  • Bottled water
    The cost of real "spring" water is through the roof. What you buy in the supermarket is just either ozonated or carbon filtered. This costs pennies a gallon at home for a tap filter.
  • Bottled water
    Never have and never will buy bottled water! It's a ridiculous waste of money. I refill a bottle and put it in the fridge, SIMPLE!
  • you
    "HAPPY BELATED BIRTHDAY" TO YOU!! I ENJOY YOUR RADIO PROGRAM VERY MUCH! YOU'RE GUTSY AND CARE ABOUT THE CONSUMER AND JUST WANTED TO SAY THANKS!! TROMA GILLIHAN, ELDORADO,CA. 95623
  • Tap Water
    Tap water not only taste bad Clark. But Chlorine creates trihalothanes (cancer causing agents) every time you drink it and flouride is very toxic even in very small amounts. No thanks I will take my chances with either filtered or bottled water. The cost of good health is worth it.
  • Thanks
    I'm spending alot of money on bottled water. Thanks for the information as soon as my supply run out I will be using our filtered system from our fridge. Thanks
  • Flavored Water
    So what's "flavored water" flavored with? Sugar? Plus something else?
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