www.aquawww.aquawww.aquawww.aqua----syn.eusyn.eusyn.eusyn.eu
con con con con il patrocinio il patrocinio il patrocinio il patrocinio didididiRegione SicilianaAssessorato Regionale dell’Istruzione e Formazione ProfessionaleDipartimento Regionale dell’Istruzione e Formazione Professionale
UNIVERSITÀ degli STUDI di CATANIADipartimento di Scienze Mediche,
Chirurgiche e Tecnologie Avanzate "F. G. Ingrassia"
Ordine dei Tecnologi Alimentari
di Sicilia e Sardegna
Catania (Italy), 19 March Catania (Italy), 19 March Catania (Italy), 19 March Catania (Italy), 19 March 2015201520152015
WORKSHOP WORKSHOP WORKSHOP WORKSHOP
LA QUALITÀ DELLE ACQUE MINERALI NATURALILA QUALITÀ DELLE ACQUE MINERALI NATURALILA QUALITÀ DELLE ACQUE MINERALI NATURALILA QUALITÀ DELLE ACQUE MINERALI NATURALI
THE THE THE THE QUALITY OF NATURAL MINERAL WATERQUALITY OF NATURAL MINERAL WATERQUALITY OF NATURAL MINERAL WATERQUALITY OF NATURAL MINERAL WATER
Tap Water vs Bottled Tap Water vs Bottled Tap Water vs Bottled Tap Water vs Bottled Water: Quality Water: Quality Water: Quality Water: Quality MattersMattersMattersMatters
Acque Acque Acque Acque del rubinetto vs acqua in botiglie: del rubinetto vs acqua in botiglie: del rubinetto vs acqua in botiglie: del rubinetto vs acqua in botiglie: aspetti aspetti aspetti aspetti qualitativiqualitativiqualitativiqualitativi
Prof.Prof.Prof.Prof. MiquelMiquelMiquelMiquel SalgotSalgotSalgotSalgot–––– University of BarcelonaUniversity of BarcelonaUniversity of BarcelonaUniversity of Barcelona
TAP WATER VS BOTTLED WATER:
QUALITY MATTERS
ACQUE DEL RUBINETTO VS ACQUE DEL RUBINETTO VS ACQUE DEL RUBINETTO VS ACQUE DEL RUBINETTO VS
ACQUA IN BOTIGLIE: ACQUA IN BOTIGLIE: ACQUA IN BOTIGLIE: ACQUA IN BOTIGLIE: ACQUA IN BOTIGLIE: ACQUA IN BOTIGLIE: ACQUA IN BOTIGLIE: ACQUA IN BOTIGLIE:
ASPETTI QUALITATIVIASPETTI QUALITATIVIASPETTI QUALITATIVIASPETTI QUALITATIVI
MiquelMiquelMiquelMiquel SalgotSalgotSalgotSalgot
Soil Science UnitSoil Science UnitSoil Science UnitSoil Science Unit
andandandand
Water Research InstituteWater Research InstituteWater Research InstituteWater Research InstituteWater Research InstituteWater Research InstituteWater Research InstituteWater Research Institute
University of BarcelonaUniversity of BarcelonaUniversity of BarcelonaUniversity of Barcelona
Spain Spain Spain Spain
DRINKING WATER
TapTapTapTap
BottleBottleBottleBottle
Domestic filtersDomestic filtersDomestic filtersDomestic filters
FountainsFountainsFountainsFountains
WellsWellsWellsWellsWellsWellsWellsWells
CisternsCisternsCisternsCisterns
Other (public vendors…)Other (public vendors…)Other (public vendors…)Other (public vendors…)
USES OF BOTTLED WATERUSES OF BOTTLED WATERUSES OF BOTTLED WATERUSES OF BOTTLED WATERUSES OF BOTTLED WATERUSES OF BOTTLED WATERUSES OF BOTTLED WATERUSES OF BOTTLED WATER
- DrinkingDrinkingDrinkingDrinking
- Preparing Tea & CoffeePreparing Tea & CoffeePreparing Tea & CoffeePreparing Tea & Coffee
- CookingCookingCookingCooking
- Cleaning teethCleaning teethCleaning teethCleaning teeth
- IroningIroningIroningIroning
- Lab analysisLab analysisLab analysisLab analysis- Lab analysisLab analysisLab analysisLab analysis
- Personal reserve in tripsPersonal reserve in tripsPersonal reserve in tripsPersonal reserve in trips
- OtherOtherOtherOther
BOTTLED WATER
An industry on the move!An industry on the move!An industry on the move!An industry on the move!
The public supports this beverage’s popularityThe public supports this beverage’s popularityThe public supports this beverage’s popularityThe public supports this beverage’s popularity1111
There are people and organizations which do not!There are people and organizations which do not!There are people and organizations which do not!There are people and organizations which do not!There are people and organizations which do not!There are people and organizations which do not!There are people and organizations which do not!There are people and organizations which do not!
What are you drinking? When? With or without bottle?What are you drinking? When? With or without bottle?What are you drinking? When? With or without bottle?What are you drinking? When? With or without bottle?
1: Hogan, C. (Water Technology, Feb. 1, 2015)
FIGHTING AGAINST…
NOWADAYSNOWADAYSNOWADAYSNOWADAYSNOWADAYSNOWADAYSNOWADAYSNOWADAYSMost of what we eat and drink comes in a Most of what we eat and drink comes in a Most of what we eat and drink comes in a Most of what we eat and drink comes in a packagepackagepackagepackage
Reasons for choosing bottled waterReasons for choosing bottled waterReasons for choosing bottled waterReasons for choosing bottled water
---- Refreshing tasteRefreshing tasteRefreshing tasteRefreshing taste
---- HealthfulnessHealthfulnessHealthfulnessHealthfulness
---- Reliable qualityReliable qualityReliable qualityReliable quality
---- Zero calories and additivesZero calories and additivesZero calories and additivesZero calories and additives---- Zero calories and additivesZero calories and additivesZero calories and additivesZero calories and additives
---- ConvenienceConvenienceConvenienceConvenience
---- SafetySafetySafetySafety
---- ValueValueValueValue
Is there a difference with tap waterIs there a difference with tap waterIs there a difference with tap waterIs there a difference with tap waterIs there a difference with tap waterIs there a difference with tap waterIs there a difference with tap waterIs there a difference with tap water????????
ONCE UPON A TIME (50 YEARS AGO)
Bottled water was sold in PharmaciesBottled water was sold in PharmaciesBottled water was sold in PharmaciesBottled water was sold in Pharmacies
- MineroMineroMineroMinero----medicinalmedicinalmedicinalmedicinal
- PurgativePurgativePurgativePurgative- PurgativePurgativePurgativePurgative
- StomachStomachStomachStomach----acheacheacheache
- DiarrhoeaDiarrhoeaDiarrhoeaDiarrhoea
- …………BUT BEFOREBUT BEFOREBUT BEFOREBUT BEFOREBUT BEFOREBUT BEFOREBUT BEFOREBUT BEFORE
HISTORY
The need to carry (safe) water goes back to The need to carry (safe) water goes back to The need to carry (safe) water goes back to The need to carry (safe) water goes back to the very first society: hunters, groups on the very first society: hunters, groups on the very first society: hunters, groups on the very first society: hunters, groups on the move needed containers to transport the move needed containers to transport the move needed containers to transport the move needed containers to transport water with themwater with themwater with themwater with them
Goatskins, gourds, clay pots…Goatskins, gourds, clay pots…Goatskins, gourds, clay pots…Goatskins, gourds, clay pots…
RELIGION OR BUSINESS?
The veneration of spring waters thousands of years ago was
at the beginning
Magic?Magic?Magic?Magic?Magic?Magic?Magic?Magic?: : the water came to the surface, literally flowing out
of rock, could not be easily explained, much less the
mysterious minerals, carbonation, heat and smells of the
strange waters… (from the hell: no business)
Springs and wells were better explained by a divine
presence (business)
MYSTICS
Stories from around the world speak of waters with miraculous Stories from around the world speak of waters with miraculous Stories from around the world speak of waters with miraculous Stories from around the world speak of waters with miraculous Stories from around the world speak of waters with miraculous Stories from around the world speak of waters with miraculous Stories from around the world speak of waters with miraculous Stories from around the world speak of waters with miraculous
healing powershealing powershealing powershealing powershealing powershealing powershealing powershealing powers
According to local legend, different wells could cure the sick or According to local legend, different wells could cure the sick or According to local legend, different wells could cure the sick or According to local legend, different wells could cure the sick or According to local legend, different wells could cure the sick or According to local legend, different wells could cure the sick or According to local legend, different wells could cure the sick or According to local legend, different wells could cure the sick or
restore movement to the lame, eyesight to the blind, fertility to restore movement to the lame, eyesight to the blind, fertility to restore movement to the lame, eyesight to the blind, fertility to restore movement to the lame, eyesight to the blind, fertility to restore movement to the lame, eyesight to the blind, fertility to restore movement to the lame, eyesight to the blind, fertility to restore movement to the lame, eyesight to the blind, fertility to restore movement to the lame, eyesight to the blind, fertility to
the barren, relief from rickets, whooping coughs, leprosy, the barren, relief from rickets, whooping coughs, leprosy, the barren, relief from rickets, whooping coughs, leprosy, the barren, relief from rickets, whooping coughs, leprosy, the barren, relief from rickets, whooping coughs, leprosy, the barren, relief from rickets, whooping coughs, leprosy, the barren, relief from rickets, whooping coughs, leprosy, the barren, relief from rickets, whooping coughs, leprosy,
paralysis…paralysis…paralysis…paralysis…paralysis…paralysis…paralysis…paralysis…paralysis…paralysis…paralysis…paralysis…paralysis…paralysis…paralysis…paralysis…
Spring waters really can have curative powers Spring waters really can have curative powers Spring waters really can have curative powers Spring waters really can have curative powers Spring waters really can have curative powers Spring waters really can have curative powers Spring waters really can have curative powers Spring waters really can have curative powers
BEGINNINGS
The medieval market for The medieval market for The medieval market for The medieval market for holy waters holy waters holy waters holy waters provided the original template provided the original template provided the original template provided the original template for the commercial branding of water, satisfying the demands of for the commercial branding of water, satisfying the demands of for the commercial branding of water, satisfying the demands of for the commercial branding of water, satisfying the demands of the the the the pilgrimage trade (relics: bones of saints, woodchips from the pilgrimage trade (relics: bones of saints, woodchips from the pilgrimage trade (relics: bones of saints, woodchips from the pilgrimage trade (relics: bones of saints, woodchips from the holy cross, Holy holy cross, Holy holy cross, Holy holy cross, Holy LLLLand water, Jordan river water…)and water, Jordan river water…)and water, Jordan river water…)and water, Jordan river water…)
The next development was the practice of “taking the waters” in The next development was the practice of “taking the waters” in The next development was the practice of “taking the waters” in The next development was the practice of “taking the waters” in person, at spasperson, at spasperson, at spasperson, at spasperson, at spasperson, at spasperson, at spasperson, at spas
In the late 1800sIn the late 1800sIn the late 1800sIn the late 1800s’ people were able, thanks to the development of ’ people were able, thanks to the development of ’ people were able, thanks to the development of ’ people were able, thanks to the development of bottling technology, to take home the waters from the spa, and bottling technology, to take home the waters from the spa, and bottling technology, to take home the waters from the spa, and bottling technology, to take home the waters from the spa, and the bottled water market took offthe bottled water market took offthe bottled water market took offthe bottled water market took off
Drinking water. A history. Salzman (2012) Overlook Duckwood
MORE HISTORY
VicusVicusVicusVicusVicusVicusVicusVicus caliduscaliduscaliduscaliduscaliduscaliduscaliduscalidus –––––––– Vichy: Julius Vichy: Julius Vichy: Julius Vichy: Julius Vichy: Julius Vichy: Julius Vichy: Julius Vichy: Julius CaesarCaesarCaesarCaesarCaesarCaesarCaesarCaesar
FachingenFachingenFachingenFachingenFachingenFachingenFachingenFachingen nearnearnearnearnearnearnearnear Wiesbaden: GoetheWiesbaden: GoetheWiesbaden: GoetheWiesbaden: GoetheWiesbaden: GoetheWiesbaden: GoetheWiesbaden: GoetheWiesbaden: Goethe
AachenAachenAachenAachenAachenAachenAachenAachen////////AixAixAixAixAixAixAixAix--------lalalalalalalala--------ChapelleChapelleChapelleChapelleChapelleChapelleChapelleChapelle////////AquisgranAquisgranAquisgranAquisgranAquisgranAquisgranAquisgranAquisgran ((((((((AquisAquisAquisAquisAquisAquisAquisAquis granigranigranigranigranigranigranigrani////////umumumumumumumum): Karl der ): Karl der ): Karl der ): Karl der ): Karl der ): Karl der ): Karl der ): Karl der GrosseGrosseGrosseGrosseGrosseGrosseGrosseGrosse
Pilgrimages also led to holy waterPilgrimages also led to holy waterPilgrimages also led to holy waterPilgrimages also led to holy waterPilgrimages also led to holy waterPilgrimages also led to holy waterPilgrimages also led to holy waterPilgrimages also led to holy water
-------- Entrepreneurial church officials created intriguing business Entrepreneurial church officials created intriguing business Entrepreneurial church officials created intriguing business Entrepreneurial church officials created intriguing business Entrepreneurial church officials created intriguing business Entrepreneurial church officials created intriguing business Entrepreneurial church officials created intriguing business Entrepreneurial church officials created intriguing business
opportunities (from Greek times and even before)opportunities (from Greek times and even before)opportunities (from Greek times and even before)opportunities (from Greek times and even before)opportunities (from Greek times and even before)opportunities (from Greek times and even before)opportunities (from Greek times and even before)opportunities (from Greek times and even before)
Remember: Many pilgrims wanted to bring water
back with them for the family
Was it real or a fake? How to demonstrate?
Bottled water marketing: each holy well produced
its own special flasks that could only be
obtained at that siteobtained at that site
Ceramic works with special seals: water branding
through packaging
What if you take the water home with you?
Business!!!!!!!
Spas developed a vigorous trade in bottled mineral
waters
From Poland spring (1845) and Vittel (1855) on,
rapid advances in bottling technology and
industrial processes: large-scale production
Bottled water remained safe for long periods of time far
from its original source (maintaining quality)
The rapid growth of the bottled water market can be
attributed to a number of fortunate events
- Bottling technology
- Railroad development: dependable railroad lines
to spa towns brought more people, which to spa towns brought more people, which
increased the interest in and knowledge of
their waters; freight rail made transport of
heavy bottles feasible and affordable
Large amounts of bottled mineral water could be
transported far distances to people who had
enjoyed the waters at their origin or, even
more important, had never even visited there
at all
- Water is now viewed as much as a commodity
as a public good
- The highest-margin product in restaurants and
convenience stores (airports) for far more
than gasoline …
In the USA today, at a time when more clean tap water is
delivered to more people than ever before, sales of
bottled water are gushing through the roof
In the face of this growth, environmentalists, church
groups (no more business), and local governments
have turned their sights on bottled water, denouncing
the packaging waste and transport impacts (lovalthe packaging waste and transport impacts (loval
market)
Drinking water. A history. Salzman (2012) Overlook Duckwood
WATER AND ENERGY
The amount of water and energy used to produce bottled The amount of water and energy used to produce bottled The amount of water and energy used to produce bottled The amount of water and energy used to produce bottled
water is less than for the other types of packaged water is less than for the other types of packaged water is less than for the other types of packaged water is less than for the other types of packaged
beveragesbeveragesbeveragesbeverages
RATIONALE
There is a discussion on the choice of bottled water There is a discussion on the choice of bottled water There is a discussion on the choice of bottled water There is a discussion on the choice of bottled water for drinking for drinking for drinking for drinking
Even towns are trying to fight against the use of Even towns are trying to fight against the use of Even towns are trying to fight against the use of Even towns are trying to fight against the use of bottled waterbottled waterbottled waterbottled water
Is there a problem of quality or a waste management Is there a problem of quality or a waste management Is there a problem of quality or a waste management Is there a problem of quality or a waste management problemproblemproblemproblem
IS QUALITY / SAFETY THE QUESTION?
In some cases, bottled water regulations are In some cases, bottled water regulations are In some cases, bottled water regulations are In some cases, bottled water regulations are
substantially more stringent than for tap watersubstantially more stringent than for tap watersubstantially more stringent than for tap watersubstantially more stringent than for tap water
bbbbut also converselyut also converselyut also converselyut also conversely
SAFETY / HEALTH
Is it safe to drink water?Is it safe to drink water?Is it safe to drink water?Is it safe to drink water?
Is it safe to drink bottled water?Is it safe to drink bottled water?Is it safe to drink bottled water?Is it safe to drink bottled water?
Is it safe to drink spring water in the field?Is it safe to drink spring water in the field?Is it safe to drink spring water in the field?Is it safe to drink spring water in the field?
HEALTH
Drinking zeroDrinking zeroDrinking zeroDrinking zero----calories beverages, such calories beverages, such calories beverages, such calories beverages, such
as water, instead of sugary drinks is as water, instead of sugary drinks is as water, instead of sugary drinks is as water, instead of sugary drinks is
regularly cited as key component of a regularly cited as key component of a regularly cited as key component of a regularly cited as key component of a
more healthful lifestyle and efforts to more healthful lifestyle and efforts to more healthful lifestyle and efforts to more healthful lifestyle and efforts to more healthful lifestyle and efforts to more healthful lifestyle and efforts to more healthful lifestyle and efforts to more healthful lifestyle and efforts to
reduce the prevalence of obesity in reduce the prevalence of obesity in reduce the prevalence of obesity in reduce the prevalence of obesity in
adults and childrenadults and childrenadults and childrenadults and children
HEALTH / TERMS OF DISCUSSION
- ObesityObesityObesityObesity
- Fluorosis (bone and teeth)Fluorosis (bone and teeth)Fluorosis (bone and teeth)Fluorosis (bone and teeth)
- Migration of bottle and cap componentsMigration of bottle and cap componentsMigration of bottle and cap componentsMigration of bottle and cap components
- MicrobiologyMicrobiologyMicrobiologyMicrobiology
- EconomyEconomyEconomyEconomy
- The fountain of perennial youth (a tale of several The fountain of perennial youth (a tale of several The fountain of perennial youth (a tale of several The fountain of perennial youth (a tale of several civilizations)civilizations)civilizations)civilizations)
LUCAS CRANACH THE OLD
Ponce de León
Florida
Perhaps they were
searching for health by
water…
(salutem per acqua)
SENSATIONS
Part of the attraction for bottled water is its Part of the attraction for bottled water is its Part of the attraction for bottled water is its Part of the attraction for bottled water is its perceived purityperceived purityperceived purityperceived purity
A big part of the bottled water boom is due to A big part of the bottled water boom is due to A big part of the bottled water boom is due to A big part of the bottled water boom is due to concerns over health and safety of tap waterconcerns over health and safety of tap waterconcerns over health and safety of tap waterconcerns over health and safety of tap water
Is bottled water healthier than tap water?Is bottled water healthier than tap water?Is bottled water healthier than tap water?Is bottled water healthier than tap water?
Drinking water myths still alive: Is there a market Drinking water myths still alive: Is there a market Drinking water myths still alive: Is there a market Drinking water myths still alive: Is there a market Drinking water myths still alive: Is there a market Drinking water myths still alive: Is there a market Drinking water myths still alive: Is there a market Drinking water myths still alive: Is there a market power of “natural” bottled waters and millions of power of “natural” bottled waters and millions of power of “natural” bottled waters and millions of power of “natural” bottled waters and millions of pilgrims voyage to Lourdes every year…pilgrims voyage to Lourdes every year…pilgrims voyage to Lourdes every year…pilgrims voyage to Lourdes every year…
Drinking water. A history. Salzman (2012) Overlook Duckwood
COMMON KNOWLEDGE?
Montezuma’s revengeMontezuma’s revengeMontezuma’s revengeMontezuma’s revenge
Delhi BellyDelhi BellyDelhi BellyDelhi Belly
Mummy TummyMummy TummyMummy TummyMummy Tummy
Karachi CrouchKarachi CrouchKarachi CrouchKarachi Crouch
20 to 50% of international travelers suffer from diarrhea and 20 to 50% of international travelers suffer from diarrhea and 20 to 50% of international travelers suffer from diarrhea and 20 to 50% of international travelers suffer from diarrhea and abdominal cramping every yearabdominal cramping every yearabdominal cramping every yearabdominal cramping every yearabdominal cramping every yearabdominal cramping every yearabdominal cramping every yearabdominal cramping every year
Bottled water?Bottled water?Bottled water?Bottled water?
EuropeEuropeEuropeEuropeEuropeEuropeEuropeEurope, USA vs …, USA vs …, USA vs …, USA vs …, USA vs …, USA vs …, USA vs …, USA vs …
DEVELOPMENT / SOCIOECONOMIC ASPECTS
Half a century ago, bottled water occupied a niche, elite Half a century ago, bottled water occupied a niche, elite Half a century ago, bottled water occupied a niche, elite Half a century ago, bottled water occupied a niche, elite market market market market –––– a chic symbol for the healthy and wealthya chic symbol for the healthy and wealthya chic symbol for the healthy and wealthya chic symbol for the healthy and wealthy
Nowadays, bottled water has become the drink of choice in Nowadays, bottled water has become the drink of choice in Nowadays, bottled water has become the drink of choice in Nowadays, bottled water has become the drink of choice in the classroom, workplace, conferences, restaurants, the classroom, workplace, conferences, restaurants, the classroom, workplace, conferences, restaurants, the classroom, workplace, conferences, restaurants, health clubs, sporting events…health clubs, sporting events…health clubs, sporting events…health clubs, sporting events…health clubs, sporting events…health clubs, sporting events…health clubs, sporting events…health clubs, sporting events…
Which is the primary way of drinking water: bottle or tap? Which is the primary way of drinking water: bottle or tap? Which is the primary way of drinking water: bottle or tap? Which is the primary way of drinking water: bottle or tap?
Or a
com-
bina-
tion?
How do
you
clean
this
bottle
PURE WATER?
There is no pure water in natureThere is no pure water in natureThere is no pure water in natureThere is no pure water in nature
Water dissolves a lot of substances, both organic and inorganicWater dissolves a lot of substances, both organic and inorganicWater dissolves a lot of substances, both organic and inorganicWater dissolves a lot of substances, both organic and inorganic
Water’s particular nature (quality) derives from its downward path Water’s particular nature (quality) derives from its downward path Water’s particular nature (quality) derives from its downward path Water’s particular nature (quality) derives from its downward path
through the earth and its upward path as it ascends through through the earth and its upward path as it ascends through through the earth and its upward path as it ascends through through the earth and its upward path as it ascends through
geological layers, emerging at the sourcesgeological layers, emerging at the sourcesgeological layers, emerging at the sourcesgeological layers, emerging at the sources
The nature of the passage creates the difference: calcium and The nature of the passage creates the difference: calcium and The nature of the passage creates the difference: calcium and The nature of the passage creates the difference: calcium and The nature of the passage creates the difference: calcium and The nature of the passage creates the difference: calcium and The nature of the passage creates the difference: calcium and The nature of the passage creates the difference: calcium and
magnesium, sodium, iron, radioactivity…magnesium, sodium, iron, radioactivity…magnesium, sodium, iron, radioactivity…magnesium, sodium, iron, radioactivity…
The precise composition (the terroir) depends on the local geologyThe precise composition (the terroir) depends on the local geologyThe precise composition (the terroir) depends on the local geologyThe precise composition (the terroir) depends on the local geology1,21,21,21,2
2. Drinking water. A history. Salzman (2012) Overlook Duckwood
1. Like wine with soils?
REAL MEDICINE?
Sulfates and bicarbonates: gastrointestinal ailmentsSulfates and bicarbonates: gastrointestinal ailmentsSulfates and bicarbonates: gastrointestinal ailmentsSulfates and bicarbonates: gastrointestinal ailments
Calcium strengthens bones and teethCalcium strengthens bones and teethCalcium strengthens bones and teethCalcium strengthens bones and teeth
Lithium: depressionLithium: depressionLithium: depressionLithium: depression
Iron: anemiaIron: anemiaIron: anemiaIron: anemia
Also negativeAlso negativeAlso negativeAlso negative
Fluor: fragile bones and teeth Fluor: fragile bones and teeth Fluor: fragile bones and teeth Fluor: fragile bones and teeth
ButButButButButButButBut nicenicenicenicenicenicenicenice architecturearchitecturearchitecturearchitecturearchitecturearchitecturearchitecturearchitecture
The chemical content /physical characteristics of mineral
waters often provided real medical benefits
Breaking-up kidney stones / Curing urinary complaints
Soothe digestive complaints
Skin diseases
Arthritis
ConfusionConfusion
Drinking, bathing and other turments
New niche markets:
- If your water tastes bad to you, how does it taste
to your pet… How healthy is it?
USA: Pet Refresh, Woof Water…
Why are so many people buying so much bottled
water?
Is bottled water really better for you than tap
water?
Should you feel guilty about it?
Marketing: water in a bottle
Differences among brands: price or marketing
Branding: Glacier, Fiji, Arctic Falls, Poland spring…
Dasani and Aquafina: fully treated tap water +
minerals added back in for tasteminerals added back in for taste
Old brands: quality and therapeutic qualities
No longer sources but brands!
Not a single source can provide all the water sold
under a name to meet the demand
Why?
Convenience
- Store displays, vending machines, PET bottles
Style
- Water snobbery, stylish bottles, water sommelier, - Water snobbery, stylish bottles, water sommelier,
water taste description: different tastes and
carbonates
Taste
- Tap water with “bad” taste and odor, lay people
can not distinguish brands, Europe is different
from the States, cold suppresses taste
Fitness and HealthFitness and Health
- Alternative to soft drinks and juices
Nutritional label:
No fat, no cholesterol, no carbohydrates
Main components
Independent laboratory tests
Cities, universities, restaurants…
restricted bottled water due to the package
Compare with ice cubes in terms of quality?
For sure quality matters, but marketing …
is marketing
Fortune-tellers, priests & priestess, run to occupy emergences, used to build temples and protected sources from any pollutionand protected sources from any pollution(the present protected area)