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Oct 17, 2019 / Richard Hall

Consumer attitudes to water

10 questions were asked of 1,053 British consumers recently and the analysis was published online by The Grocer. In summary:

• Nearly 9 out of 10 people of all ages drink tap water, 7 out of 10 every day.

• 7 out of 10 people now consume bottled water, led by 76% of 25-34 year olds.

• 65% are influenced by price, compared with 38% by taste, 29% by brand, 27% by sustainability and 20% by source.

• Younger people are far more brand loyal – 52% aged 18-24, falling to 31% aged 55-64.

• 55% pay little or no attention to minerals.

• 42% of women and 34% of men “believe bottled water is a big cause of environmental problems”.

• 47% don’t find it easy to recycle when consuming on the go.

• There is no consensus on the most sustainable material, with 28% saying glass, 27% for recycled plastic, 13% for aluminium cans, 11% for paper-based plastic and 14% saying there’s no difference.

• 31% of Londoners worry about what tap water contains, while 30% feel tap water is just as good as bottled.

• 55% are not worried about nitrates in tap water.

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