Bottled Water Bans and Your Business

A growing number of U.S. cities are trying to discourage bottled water usage, even as the public is increasingly wary of the quality of tap water. If both trends continue, demand for water filtration systems could grow.

The threat to bottled water isn’t tied to the product’s popularity—sales of bottled water nationwide reached an all-time high of $11.7 billion in 2007, according to the Beverage Marketing Corporation. Instead, the backlash is against packaging: More than 17 million barrels of oil are used annually to create plastic bottles for bottled water sold in the United States, and only 14 percent of empty water bottles are recycled, reports the consumer rights organization Food & Water Watch.

Major cities including San Francisco and Chicago have taken aim at bottled water. Last summer, San Francisco outlawed the use of city funds to purchase bottled water; in January, a five-cent tax on bottled water took effect in Chicago.

But even as officials in both cities tout tap water as the best alternative, a March 10 Associated Press (AP) analysis of the water supplies of 24 large U.S. cities found trace elements of drugs ranging from anti-convulsants to sex hormones. A survey commissioned by the non-profit Water Quality Association shortly after the AP report found that two-thirds of Americans are concerned about the quality of their
water supply.

"There's no question the backlash against the bottle is going to increase," says Mike Markovsky, vice president of marketing for Sparks, Nev.-based Haws Corp., which makes water coolers and drinking  fountains. He says environmental  concerns, coupled with health concerns  that the plastics used to make bottles could contaminate the water, will push consumers toward alternatives like filtration systems.

That could mean more business for plumbing manufacturers, who see the controversy as an opening for increased use of water filtration systems.

Do the theories hold water?
Despite the uncertainties facing bottled and unfiltered tap water, the case is not clear that either presents a hazard.

America’s tap water is among the safest in the world, according to the Environmental Protection Agency (EPA), though the EPA acknowledges that it’s unknown if pharmaceuticals found in the water supply can have adverse health effects on people who drink tap water.

Officials at the NSF likewise vouch for the safety of tap water, but also acknowledge that water filtration systems provide additional protection.

According to the EPA's guide "Water on Tap: What You Need to Know," most people do not need to treat drinking water in their home to make it safe. However, the guide states that a home water treatment unit can improve water’s taste, or provide a factor of safety for those people more vulnerable to waterborne disease.

As for bottled water, industry groups say taxes and bans on bottled water aren’t likely to drive consumers to the sink—instead, they’ll just choose another option at the vending machine.

“It’s about convenience,” says Stephen Kay, a spokesperson for the International Bottled Water Association. “Maybe consumers will carry a reusable container into the convenience store bathroom and fill it up at the sink, but I suspect that instead they will choose other convenient packaged beverages. So you’ll have the same environmental concerns; you’re just cutting out a healthy option.”

Potential for Plumbers
One way the water quality issue will affect plumbers is through changes in the water code. NSF officials say that plumbing products that come in contact with drinking water--such as pipes, pipe fittings and fixtures--will be subject to higher standards to reduce lead and other contaminants.

Another potential impact is an increase in filtration system installations. Markovsky says Haws is adjusting its product line in preparation: new models include filtration systems, and antimicrobial treatments will soon follow.

"[Filtration system sales] are going to grow," Markovsky says. "People are starting to get smarter."