11 perceptions of bottled water in australia a research report prepared for september 2009 david...

11

Perceptions of bottled water in Australia

A research report prepared for

September 2009September 2009

David StolperGeneral [email protected] 8213 3075

Jennifer HammondResearch [email protected] 8213 3081

mailto:[email protected]

mailto:[email protected]

22

Contents

1. Research Purpose and Objectives

2. Methodology

3. Environmental issues and the place of bottled water

4. Perceptions of bottled water and reasons for use

5. Control versus convenience and choice

6. Conclusions

7. Appendix 1 Bottled water consumption

8. Appendix 2 Respondent profiles

33

Research Purpose and Objectives

44

Background and research purpose

Water is vital for life, and as such is a critical resource. For humans, survival is only possible for a few days without water.

A desire for convenience and ease of access to clean drinking water have helped fuel the market for bottled water.

The Australian Bottled Water Institute wanted to find out how bottled water is viewed in Australia – who drinks bottled water, the reasons they choose to drink bottled water over other beverages and the general image of the industry.

The research also aimed to uncover how bottled water is viewed in relation to the environment. Specifically, what are the environmental impacts associated with bottled water in the eyes of Australians?

55

Research Objectives

The research aimed to find out how bottled water is viewed, particularly in relation to environmental factors including:

Over-extraction of ground water

Problems associated with landfill

Drought

Transportation

Carbon miles

We also examined the reasons why people drink bottled water and why they choose bottled water over other beverages.

The possibility of a bottled water ban was broached in the groups to gain an insight into how people would feel if such a ban was enforced (outside of the couple of small pockets where such a ban is currently in place).

The research also examined possible community solutions for limiting the environmental impact of bottled water.

66

Methodology

77

Qualitative Methodology

Overall the research involved a qualitative phase of research followed by a short quantitative survey

The qualitative phase involved a series of 4 discussion groups with people who frequently drink bottled water (at least once a fortnight) and people who do not.

They were conducted in early September in Sydney and Melbourne.

The groups were divided according to bottled water consumption habits - people who drink bottled water at least once a fortnight and people who drink bottled water less than once a fortnight (and may have reduced consumption over the last year).

Each group comprised a mix of men and women and a range of ages as outlined in the following table.

Location Drink bottled water at least once a

fortnightDrink bottled water less than once a

fortnight

Sydney Australians aged 45–75 years Australians aged 18-30 years

Melbourne Australians aged 18-30 years Australians aged 31-45 years

8

Quantitative Methodology

This report also presents the results of a short survey among Australians to determine their attitudes to the consumption of bottled water. The survey was undertaken online and conducted between the 1st and 3rd of September 2009. The overall sample size was 1500, segmented and weighted to be nationally representative of Australia’s population by gender, age and location. The accuracy of the results at an overall level (after weighting) is +/-2.5% at the 95% confidence interval. This means, for example, that if the survey returns a result of 50%, there will be a 95% chance that the actual result will be between 47.5% and 52.5%. In analysing the data we have referred to the following age and gender sub-segments. The following table illustrates the sample size and margin of error for each segment. Further details of the respondent profile are included in the appendix.

Note: All percentage figures in this report are rounded. Accordingly, totals may not add up to 100%.

Segment n Margin of error

All respondents 1500 +/-2.5

18-24 219 +/-6.6

25-34 335 +/-5.4

35-44 326 +/-5.4

45-54 278 +/-5.9

55-64 223 +/-6.6

65-74 119 +/-9.0

Men 777 +/-3.5

Women 723 +/-3.6

99

Environmental issues and the place of bottled water

1010

Top-of mind environmental issues

When asked about the environmental issues facing Australia today, the main top-of-mind issues included:

Climate change/global warming;

Drought;

Recycling;

The environmental impacts of mining;

Air quality;

Increasing need for power/electricity; and

The difficulties associated with excessive amounts of waste destined for landfill (including plastic waste).

Whilst is can be inferred that several of these issues can link back to bottled water (plastic waste in particular), no one directly linked bottled water to a major environmental problem in Australia today without prompting.

1111

The place of bottled water on the environmental agenda

It was only after group participants were probed to either give specific examples, or were asked outright about bottled water, that they raised any potential environmental problems that the industry faces.

From this, it is possible to draw the conclusion that the environmental impact of bottled water is not an important top-of-mind concern for most Australians.

Whilst there are some budding problems that could develop into something that needs to be addressed in the future, ‘bigger picture’ concerns like global warming remain at the front of the collective consciousness.

It appears that the environmental impact of bottled water is not currently a hot-button issue, there is always the potential for this to change in the future.

1212

The environmental impact of bottled water

When probed on the environmental impact of bottled water, the most common responses were associated with waste. Specifically:

Plastic water bottles ending up in landfill; and

Littering

Most people felt that the waste aspect of bottled water was the core environmental concern associated with the industry (far ahead of any other environmental impact).

There was a level of confusion about whether plastic water bottles can be recycled – some people were under the impression that recycling was not possible.

‘Waste, the by-product, the empty bottles, what do you do with it – you can’t recycle it’

Melbourne non-regular drinker

‘Plastic just doesn’t break down, plastic takes hundreds of years’

Sydney non-regular drinker

‘I try not to buy a lot of it because I think a lot of it will be going to the tip, so many bottles there’

Melbourne regular drinker

‘I’d be more inclined to buy bottled water more often if it was recycled’

Sydney regular drinker

1313

The environmental impact of bottled water

The issue of carbon miles expended in transporting bottled water were only briefly mentioned within two of the four groups, and only when prompted. The idea of carbon miles hadn’t even occurred to most people. However, once the issue was raised, most thought it was a problem that should be addressed.

No one in the focus groups mentioned a link between bottled water and over-extraction of ground water. It was only when asked directly about this issue that some participants agreed that this might be a concern.

People were interested in finding out about the source of bottled water, not because they were concerned about over-extraction, but because they wanted to know if spring water actually meant that the water was from a spring (which was typically seen as a desirable thing).

‘You’ve still got to pay for the transportation, it’s freighted across the world’


‘You wonder where it is being sourced from’


‘Rumours that bottled water companies just take tap water’


‘How do we know where is comes from anyway? Someone could be just sitting in a factory filling bottles from a tap’


14

The main reasons people don’t drink bottled water were the cost and a preference for tap water - the environment was a distant third

People who don’t drink bottled water (n = 397)

Qu 4: What are the reasons why you don’t drink bottled water?Qu 4: What are the reasons why you don’t drink bottled water?

4% of all respondents (N =1500) don’t drink bottled water for environmental reasons16% of those who don’t drink bottled water do not drink it because of environmental reasons

15

Why people sometimes don’t drink bottled water: cost, availability of tap water, want something else (with taste)

People who drink bottled water (n = 1088)

Qu 3: Why are the reasons why you would sometimes choose to not drink bottled water (and drink something else instead?Qu 3: Why are the reasons why you would sometimes choose to not drink bottled water (and drink something else instead?

16

Detailed analysis of environmental reasons why people do not drink bottled water

People who don’t drink bottled water (n = 397)

Qu 4: What are the reasons why you don’t drink bottled water?Qu 4: What are the reasons why you don’t drink bottled water?

Bottled water is placed “mid-pack” as an environmental concern compared to other frequently used products

17 Qu 5: The following are a list of products that people use in their everyday lives. How concerned are you about the environmental impact of each of these? Please rank from 1-13

Average rank 4.9

Average rank 6.2

Average rank 5.4

Average rank 6.2

Average rank 6.4

Average rank 7.0

Average rank 6.8

Average rank 7.7

Average rank 6.7

Average rank 7.8

Average rank 7.9

Average rank 9.6

Average rank 8.5

All respondents

1818

An opportunity to be proactive

The environmental impact of the bottled water industry may not be a chief concern for Australians at the moment, but it is possible that this will change in the future.

There is an opportunity for ABWI and bottled water producers to take a proactive stance in an effort to address those environmental issues head on, before they become a ‘fashionable’ cause that attracts a high level of negative attention.

Focus group participants were shown a series of possible initiatives and asked to decide which of those initiatives would be the best for the bottled water industry. These initiatives were as follows:

A bottled water brand only produced using locally sourced water and with the lowest transport distance possible (versus imported waters);

A bottled water brand made with filtered municipal water and only sold in that city/town;

A bottled water brand that gave 25% of its profits to support local communities; and

A bottled water brand that verified it was from sustainable water sources.

1919

Environmental initiatives

A bottled water brand only produced using locally sourced water

and with the lowest transport distance possible (versus imported waters)

Non-regular drinkers from Melbourne were particularly in favour of this proposal. Locally sourced water would be lower in carbon miles.

There was some support amongst Sydney regular drinkers. However, there was an expectation that lower transport costs should be passed onto the consumer with a cheaper product.

‘If the water’s being bottled here, it’s going back into local jobs’


‘Low carbon footprint, verifiable source’


‘I’d still want to know where locally (the actual source)....not the creek’


‘Good (idea), but you’d get variations in the product (between towns or suburbs)’


2020


A bottled water brand made with filtered

municipal water and only sold in that city/town

Support was mixed for this initiative.

There was some thought that drinking filtered municipal water would be much the same as drinking tap water.

This was not appealing to those who were looking for something different or ‘special’ from what they saw as pure spring water.

‘Wouldn't it be wasted energy if you have every city and town with a factory’


‘I don’t get (this) one, it’s just bottling what you can get in the tap, that’s what it means by municipal water I assume’


‘Why are you going to bottle tap water to sell me when I can get it from my own tap?’


‘The transport costs......the carbon emissions aren’t being produced’


‘As soon as you say municipal water to me, I think tap water’


2121


A bottled water brand that gave 25%

of its profits to support local communities

This message prompted a positive response amongst regular drinkers from Melbourne.

Everyone in the Sydney non-regular drinker group liked the sound of this idea, although none voted for this as their favourite environmental initiative.

This was the most popular idea amongst regular bottled water drinkers in Sydney.

Whilst this was a popular idea, it could be improved further if it was linked to a specific cause in keeping with the nature of the product. For example, there would need to be some indication of which areas within the local community would benefit i.e. which specific charities or community groups.

There was particular support for the 25% of profits to go towards environmental groups such as Clean Up Australia or Coastwatch. The main environmental issues that people associated with bottled water were concerned with littering and the amount of plastic waste produced. Donating to environmental organisations that are involved with reducing litter and waste would be a positive way of helping to alleviate this concern that is in keeping with the nature of the product .

2222


A bottled water brand that verified

it was from sustainable water sources

This initiative received support mostly because of the inclusion of the word ‘sustainable’ and the fact that the source of the water was specifically referred to.

There seemed to be a little confusion in the Sydney regular drinkers group – they had all heard of the word ‘sustainable’ (and thought it was a good idea), but did not seem to be able to explain exactly what it meant in the context of bottled water.

‘Verified sustainable water sources sounds very nice’


‘It would be difficult to prove it was sustainable’


‘‘(I like it because it is about) the impact on the environment’


2323


The environmental initiatives that received the highest level of support within the focus groups were the idea of a bottled water brand produced using locally sourced water, and a bottled water brand that gave 25% of profits to support local communities.

Initiative Level of support

A bottled water brand only produced using

locally sourced water and with the lowest

transport distance possible (versus imported

waters)

Higher level of support

A bottled water brand that gave 25%

of its profits to support local communitiesHigher level of support

A bottled water brand made with filtered

municipal water and only sold in that city/townLower level of support

A bottled water brand that verified

it was from sustainable water sourcesLower level of support

2424

How else could the bottled water industry help the environment?

Within the focus groups, participants made several suggestions about how the bottled water industry could help the environment (and maybe pre-empt any potential environmental criticism in the future).

These suggestions included:

Making the bottle biodegradable

Offering a refund on bottles to encourage recycling

Providing information on the label about where the water is sourced from and how it is processed

Planting a tree for every bottle sold

Having public water stations for refilling bottles

Encouraging reuse of bottles

Sponsor an event like Clean Up Australia Day.

Whilst not all of these solutions may be feasible, they show that there are avenues that bottled water producers could possibly explore in an effort to reduce any environmental effects, thereby demonstrating a commitment to reducing the environmental impacts associated with the product.

2525

Informing public opinion

Whilst the environmental impact of bottled water is not currently seen as a major issue, this means there is now an opportunity to pre-empt any potential negativity surrounding the subject. For example, educating people about:

The source of the water in the bottle – where has it come from, is it just out of the tap?

Spring water – let people know that if a bottled water brand claims to be spring water, it must have been sourced from a spring.

Recyclability – many people are unsure if it is possible to recycle bottled water containers.

Packaging concerns – are the empty bottles safe to be reused by the public?

The industry would be more transparent if people were made aware about the current bottled water standards (such as those listed above). This may make many feel more comfortable about their choice to drink bottled water.

2626

The refund deposit debate

All focus groups mentioned the refund deposit scheme currently operating in South Australia, and many were in favour of a similar scheme being introduced in both New South Wales and Victoria.

However, a few thought that this was not really practical and preferred current kerbside recycling arrangements.

Some people supported kerbside recycling, but would like to see it continue in conjunction with a refund deposit scheme.

‘If that five cent thing came back, it would be such an incentive (to recycle)’


‘(The) five cent refund is a real goer’


‘I’ve always been annoyed, why do South Australians get five cents for every bottle they recycle, why doesn’t any other state?’


‘If they gave good refunds on the bottles and promised that it was going to be recycled (I’d drink more bottled water)’


‘Get the bottles and take them to the recycling centre...encourage them to recycle with ten cents or twenty cents’


2727

Perceptions of bottled water and reasons for use

2828

Perceptions of bottled water are generally positive

Bottled water generally prompted positive responses amongst the group participants (especially amongst people who regularly drink bottled water). In particular, bottled water was associated with attributes such as:

Health

Youth/young people

Pure, fresh (particularly in relation to chilled bottled water)

Fitness/outdoor activities

Trendy (especially amongst younger people)

The reasons why people drink bottled water include:

It’s refreshing.

It’s a healthier alternative to other bottled drinks such as juice or soft drink.

It’s convenient (especially when tap water is not an option).

It’s versatile

The taste (some prefer the taste of bottled water compared to tap water)

Its image (mostly in terms of healthy active lifestyles)

29

Why people drink bottled water: convenience above all

Respondents who drink bottled water (n = 1088)

Qu 2: What are the reasons why would you choose to drink bottled water?Qu 2: What are the reasons why would you choose to drink bottled water?

3030

Excessive levels of plastic waste was the main negative

The negative aspects associated with bottled water focussed on:

the amount of plastic waste produced that ends up in landfill or as litter (as discussed previously);

The fact that it is possible to get water out of a tap for free (so bottled water is sometimes seen as unnecessary or a waste of money, particularly amongst people who do not regularly drink bottled water);

Some older non-regular drinkers also saw bottled water as frivolous, specifically as a frivolous product that appeals to young trendy people (but in this instance, unlike in the other groups, being trendy was seen as a negative).

31

Perceptions of bottled water

Bottled water was frequently chosen because it provided a convenient source of water, especially when it is not possible to access tap water.

Even amongst people who were not regular bottled water drinkers, many would choose bottled water when there was no tap available.

There is a perception amongst some people though that bottled water is unnecessary or a waste of money because water is available free from the tap.

Bottled water needs to be seen in the context that it provides an alternative to other bottled drinks – an alternative that is healthier than some of the other options on offer. It should not be positioned as an alternative to tap water (which invites environmental criticism and also reduces the “specialness” of the product).

As opposed to (soft drink) for example, I try to think of the health benefits of just drinking any water......as opposed to some sugary drink, this is going to give me some health benefit’ Sydney non-regular drinker

‘You don’t always have access to fresh water, it’s a convenience and portability thing’


‘You’re paying for the bottle as much as the water inside, you are paying for that versatility’


3232

Attitudes towards banning bottled water

3333

People want to be able to choose the option of bottled water

Only a few people were aware that there is a ban currently in place in some areas of the country.

Support was generally low for a widespread ban on bottled water (although some thought it was amusing). Even amongst people who were infrequent drinkers of bottled water and/or had reduced consumption in the last year, most preferred to have the choice of bottle water available to them. However, there were a few people who thought a ban on bottled water might be a good idea (particularly amongst the non-regular drinkers).

Overall, regardless of their personal feelings about bottled water, people preferred choice over control – they like to make their own choices, and do not like to have those choices taken away.

Additionally, people felt that there were more important issues that the government should be worried about, rather than focussing on whether or not to ban bottled water.

‘I have to honestly say I think it (bottled water) is a bad thing, but if you also honestly asked me to say what I wanted I’d say yes (to bottled water).....convenience, I want to be able to buy a bottle of water if I want to’Sydney non-regular drinker

‘If you can bottle something and get people to drink it, isn’t it your commercial right to do so’Melbourne regular drinker

‘The government can educate people (about refilling their water bottles)......but there are more pressing things that the government should be dealing with’Melbourne regular drinker

34

Over three-quarters of Australians do not want bottled water to be banned

Qu: 6 Which of the following statements is closest to your view?Qu: 6 Which of the following statements is closest to your view?

All respondents

35

Men are more likely than women to agree bottled water should be banned

Qu: 6 Which of the following statements is closest to your view?Qu: 6 Which of the following statements is closest to your view?

Men

36

Older people are more likely to agree bottled water should be banned

Qu: 6 Which of the following statements is closest to your view?


All respondents

37

Lower income households and people without children are more likely to agree bottled water should be banned



All respondents

3838

The concept of choice is an opportunity

Being able to have bottled water as an option when choosing what to drink is important to almost all people involved in the focus groups.

Even amongst most of the people who rarely drink bottled water, most would prefer bottled water as an option when choosing a beverage.

If the idea of banning bottled water starts to gain traction, the concept of personal choice versus government control may become a very important tool for the bottled water industry.

The main negatives that were raised in relation to bottled water centred around the fact that water is available free from the tap, and the environmental costs associated with plastic waste ending up in landfill or as litter.

Whilst water may be available free from the tap, bottled water provides an alternative to juice, soft drink or other beverages when out and about (and access to a tap is unlikely or difficult). Bottled water provides a convenient solution.

3939

The concept of choice is an opportunity

Instead of focussing on ‘paying for bottled water’ compared to ‘accessing free tap water’, bottled water should be seen in the context of choice – providing water as a choice alongside other beverages such as juice or soft drink.

It seems that as drinks such as soft drink or juice are not available from a tap, they do not face the same scrutiny that bottled water faces.

By buying bottled water, you are paying for spring water, purity and/or taste.

If bottled water producers strive to help alleviate environmental concerns, particularly around the issue of plastic waste/landfill, Australians may feel more confident about choosing bottled water as an alternative to other bottled drinks:

For example, you may be able to get water free from the tap, but bottled water provides a more environmentally friendly alternative to other bottled drinks.

4040

Conclusions

4141

Conclusions

Bottled water is seen as a legitimate beverage alternative by most people, particularly in cases where drinking tap water is not an option (such as when away from the home).

Overall, the image of bottled water is positive, and associated with refreshment, health and (in particular) convenience.

Even amongst those who avoid drinking bottled water, most would prefer bottled water to remain an option alongside other bottled drinks.

The negative aspects of bottled water centred around the fact that water is available free from the tap, so buying water in a bottle is seen by some as a waste.

There appears to be an instinctive comparison between bottled water and tap water, rather than a comparison between bottled water and other bottled beverages.

4242

Conclusions

Environmentally, the main problem with bottled water focussed on the amount of plastic waste produced (contributing to landfill).

Whilst the environmental cost of bottled water was not a top-of-mind issue within the focus groups, this may change in the future.

By being proactive and addressing concerns linked to recycling and plastic waste (the most prevalent worry in the focus groups), the industry may pre-empt any potential future environmental criticism

Other environmental issues such as carbon miles and over-extraction of ground water were not raised within the focus groups unless the respondents were prompted in that specific direction.

As no link has been made between these environmental concerns and bottled water, it would be wise to avoid introducing one by addressing these issues head on.

4343

Quotable quotes

‘Convenience.....you don’t always have a tap available’


‘You can’t find a tap on the road’


As opposed to (soft drink) for example, I try to think of the health benefits of just drinking any water......as opposed to some sugary drink, this is going to give me some health benefit’ Sydney non-regular drinker

‘You’re paying for the bottle as much as the water inside, you are paying for that versatility’

Melbourne regular drinker‘Generally I just like to keep a bottle in my handbag......just the convenience of it’


‘It’s a bit of a waste of money, just go to your tap’


‘You don’t always have access to fresh water, it’s a convenience and portability thing’


‘I don’t like this plastic bottle that it comes in, the fact that there’s millions of them’


4444

Quotable quotes

‘Waste, the by-product, the empty bottles, what do you do with it – you can’t recycle it’


‘I hope so (that bottled water comes from springs), that's what they say it does’


‘I like keeping the empty bottle to reuse it’


‘I think that it’s absurd in one respect that we....need to buy bottled water (but) on balance, they (bottled water) are fighting against children drinking these high sugar caffeine drinks’


‘There are some places now where they say they are going to completely ban bottled water, and I think that’s pretty impractical.....if you are out travelling or are out with children , you need to be able to buy a bottle of water’


‘Where does all that plastic go. It’s buried in the ground, it lasts thousands of years’


‘I think I’m doing myself more of a service by having normal water rather than a soft drink’


‘If you actually just source your water from the local area, you’re going to cause more drought in that area’


454545

Appendix 1 – Bottled Water Consumption

46

Half of all Australians drink bottled water at least once a month

Qu: 1 How often do you consume the following drinks? Bottled water? Qu: 1 How often do you consume the following drinks? Bottled water?

28% of people drink bottled water more than once a week. 50% drink it at least once a month

All respondents

47

Younger people are most likely to drink bottled water

Qu: 1 How often do you consume the following drinks? Bottled water?


All respondents

48

Higher income households are most likely to drink bottled water, as are households with children



All respondents

49

Women are somewhat more likely to drink bottled water



All respondents

In comparison, Australians consume tap water and other bottled drinks more frequently than bottled water

50Qu: 1 How often do you consume the following drinks? Bottled water?

All respondents

515151

Appendix 2 – Respondent Profiles

52

Age and Gender

Total respondents = 1500 All figures are rounded. Accordingly, total percentages may not equal 100

Segment Respondents

18 to 29385

26%

30 to 49648

43%

50 +467

31%

Male777

52%

Female723

48%

53

Area of residence

Total respondents = 1500 All figures are rounded. Accordingly, total percentages may not equal 100

Segment Respondents

Metropolitan 1016

68%

Regional 484

32%

New South Wales510

34%

Victoria360

24%

Queensland 284

19%

Other346

24%

54

Household annual income

Total respondents = 1263. 237 respondents preferred not to state their income. All figures are rounded. Accordingly, total percentages may not equal 100

Segment Respondents

$0 -$39,999327

22%

$40,000 - $79,999459

31%

$80,000 - $149,999386

26%

$150,000 +91

6%

11 perceptions of bottled water in australia a research report prepared for september 2009 david...

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