Water drinkers’ love for bottled water remains strong, survey finds

While sustainability concerns remain top of mind for many consumers, the ubiquitous packaged bottled water remains popular, according to a new national survey.

A majority (88%) of Americans say they consume bottled water, the Harris Poll found in its survey of more than 2,000 U.S. adults aged 18 and older. In addition, the survey — conducted online on behalf of the International Bottled Water Association — found that 87% of Americans say they have a positive opinion of bottled water as a beverage choice.

Americans’ love for bottled water — in all iterations of still, sparkling, flavored and unflavored — is growing, as 69% said the packaged drink is among their most preferred non-alcoholic beverages (up from 65% in 2022), compared to soda (regular or diet) at 61% and coffee at 60%. IBWA also notes that bottled water continues to be America’s most popular beverage, outselling soda (by volume) for the eighth year in a row in 2023. It is projected to remain on top again in 2024, according to Beverage Marketing Corp.

Environmental impact

Consumers remain concerned about the environmental impact of bottled water packaging. IBWA notes that recyclable plastic (PET, HDPE, PC) has the least impact on the environment (compared to glass, carton or aluminum).

According to the survey, consumers are aware of the relative environmental impacts of drink packaging, and 44% correctly chose recyclable plastic as having the least environmental impact.

Bottled water alternatives

If plain bottled water is not available when people are away from home, consumers had varied preferences.

• 68% of those who identify bottled water as among their most preferred beverages say they would choose another packaged drink. Among those choices were:
  • Soda (18%)
  • Sports drink (7%)
  • Tea (7%)
  • Juice/fruit drinks (6%)
  • Sparkling bottled water (6%)
  • Functional water (5%)
  • Coffee (5%)
  • Sweetened bottled water (4%)
  • Bottled tea (4%)
  • Energy drink (4%)
  • Flavored bottled water (2%)
  • Other (1%)
• 31% would choose water from other sources.
  • 10% would drink filtered tap water
  • 11% would drink water from a water cooler using a refillable or disposable cup
  • 6% would drink tap water
  • 5% would drink from a drinking fountain
• 1% would remain thirsty

While 18% say they drink only bottled water, 11% of Americans say they drink only tap or filtered tap water. Survey results also show 71% of Americans drink both bottled water and tap or filtered tap water.

Of bottled water drinkers that have a packaging preference (88%), 75% prefer to purchase plastic bottles, 16% prefer to purchase glass, 6% prefer metal cans and 3% prefer cartons.

Bottled water drinkers find many factors important when choosing a beverage, but taste (97%), quality (95%), and safety (90%) are top of the list. Bottled water drinkers also say that features like ready-to-enjoy (82%), convenient packaging when on the go (81%), and re-sealable containers (79%) are important to them when choosing a beverage.  Among those who say bottled water (plain, sparkling or flavored) is among their preferred beverages, 59% say no calories are important when choosing a beverage while 67% say the lack of artificial sweeteners is important.

For more information about bottled water and the complete survey results, visit bottledwater.org.