Progressive Grocer - October 2009 - (Page 112)

cerned that they’re getting what they pay for. What About Tap Water? Many people credit the emergence of the mass bottled water market to a study done in the ’70s by the Environmental Protection Agency (EPA). Originally set up to define guidelines for the newly created Safe Drinking Water Act, the study identified a number of chemicals and minerals in municipal water supplies that were unhealthy. The study results stirred up near-panic in some parts of the country, leading to a sudden increased demand for bottled water. But the ongoing question remains: Is it really better? Concerns about the health and safety of tap water have only increased since the initial EPA report. A recent Associated Press investigation revealed that a vast array of pharmaceuticals have been found in the drinking supplies of millions of Americans. One example was the discovery of more than 56 pharmaceuticals or drug byproducts in a major city’s watersheds. Furthermore, many bottled water brands undergo no filtration during the bottling process and provide essentially the same quality of water that comes from the tap. Responsible bottled water producers, however, tackle Full Glass to the Alexandria, Va.-based International Bottled Water Association, for bottled water that originates in the municipal water supply, which accounts for 25 percent of bottled waters, a multi-barrier approach is often used for purification. This Americans drink water more than any beverage other than carbonated soft drinks. According to the Alexandria, Va.-based International Bottled Water Association, women and younger consumers drink more bottled water than men, with women more likely to drink the recommended eight glasses of water per day. For years, the very idea that people would pay money for individual bottles of water was considered ludicrous unless you were in an exotic location trying to keep from getting sick. Not anymore. Thanks to a variety of factors — convenience; a more active, more mobile society; concerns about the health of tap water; and some clever marketing — the bottled water industry is still booming. purity issues in a variety of ways. Some natural premium waters are bottled from sources in remote places where contamination is unlikely. According includes reverse osmosis, micron filtration, distillation, ozonation and the application of ultraviolet light during the process. In addition to mineral and spring waters, as well as purified premium waters, several other categories have emerged as the industry has matured. So-called functional water — which includes sports, flavored and enhanced waters — is another fast-growing category that has cut into the soft drink market. “At one end, you have sports drinks, which often contain pretty high amounts of sugar, though less than their soft drink and soda rivals,” says Richard Berry, CEO of Huntington Beach, Calif.-based AquaGenus, a supplier of high-performance sports water. “Sports drinks can also contain artificial additives and colorings that have raised health concerns.” At the other end of the functional water spectrum are highly engineered waters designed for optimal health and hydration, with no artificial additives. Trace minerals and electrolytes, for example, can be infused into water, increasing the body’s ability to use vitamins and other nutrients. • Progressive Grocer • October 2009 A H E A D O F W H AT ’ S N E X T www.progressivegrocer.com http://www.mountainvalleyspring.com http://www.progressivegrocer.com

Table of Contents for the Digital Edition of Progressive Grocer - October 2009

Progressive Grocer - October 2009