Bottled water: popular beverage losing its appeal?

Bottled water: popular beverage losing its appeal? Bottled water has been one of the most popular beverages on the planet, second in popularity in North America only to carbonated soft drinks. Consumption of it continues to grow in many countries. Between 2002 and 2007, world consumption of bottled water jumped by 7.6 per cent per year, from about 131 billion litres to 189 billion litres. The United States consumes the most bottled water on the planet (33.4 billion litres) while residents of the United Arab Emirates consume the most bottled water per capita (259.7 litres per person per year). In Canada, bottled water consumption was estimated at 24.4 litres per person in 1999. By 2005, that had increased to about 60 litres per person, with sales worth $652.7 million. Statistics Canada reported on June 25, 2008, that three in 10 Canadian households consumed bottled water in 2006. People in high-income homes were more likely to drink bottled water than people in low-income homes. However, the likelihood of bottled water consumption in a household falls to 25 per cent among university-educated people. Still, that means a lot of discarded plastic bottles. And that can be hard on the environment. Many groups are rethinking their love affair with bottled water. They've either banned or are considering banning bottled water. They include: The Ottawa-Carleton District School Board is looking at ways to encourage students to switch to tap water in time for the school year starting in September 2009. In March 2009, the Federation of Canadian Municipalities asked Canadian cities and towns to phase out the sale and purchase of bottled water on municipal property. In December 2008, Toronto city council approved a ban on the sale of bottled water at city hall and civic centres. In August 2008, London, Ont., voted to ban bottled water in city offices, parks and other recreational facilities. Sales of bottled water in North America and Europe slowed in 2008 for Nestlé, the world's largest bottled water company. The company says sales slipped by 1.6 per cent because of "the continued slowdown of the bottled water category." Critics of the industry, such as the Polaris Institute say sales are down because of the growing movement to ban bottled water. The organization's Inside the Bottle campaign highlights the environmental, health, social and economic impacts of bottled water and calls for the rebuilding and maintenance of public tap water systems. The industry is fighting back. In response to the London ban, the trade association Refreshments Canada said the decision denied consumers the freedom of choice. "The city had an opportunity to expand recycling outside the home … but instead, it ignored the facts and decided to target a healthy consumer choice," said Justin Sherwood, president of Refreshments Canada. "This is a move that will cost taxpayers more and do less for the environment." In February 2007, David Suzuki told CBC News that he insists on tap water whenever he appears at a speaking engagement. While the plastic used to make the bottle may be an environmental threat, science has yet to prove that what's inside the bottle is any better for you than what comes out of your own tap. Industry observers say advertising by bottled water companies gives consumers the impression their product is safer and healthier than tap water. Municipal water, however, is more stringently tested. In Canada, local water supplies are inspected every day, whereas bottled-water plants are inspected at three-year intervals. Critics of the bottled water industry note that most brands of bottled water do not include fluoride in their product. The fluoride debate In December 2005, the Canadian Dental Association said that between 2000 and 2005 it had received anecdotal reports of a correlation between increased cavity decay and consumption of bottled water. The International Council of Bottled Water Associations insists there is no correlation and further says that too much fluoride can lead to fluorosis - discolouration of the teeth. Oral hygiene experts say fluoridated water can reduce decay by as much as 15 per cent, and the Center For Disease Control in Atlanta, Ga., describes the fluoridation of water as one of the 10 most successful public health initiatives. Most tap water is fluoridated, whereas bottle water is often not; the more people consume bottled water the less fluoride they ingest. Some believe that fluoride is only important for children, but dental professionals say adults still need fluoride protection. Although some bottlers are now adding it to their product, the levels are inadequate.