BY Marta Frear
In recent years, the bottled water market in Europe has witnessed significant growth, with sales increasing by 26% over the past decade. This surge in demand has raised important questions regarding the origins and labelling practices of bottled water sold across the continent. Concerns are mounting among consumers about whether the water they purchase truly comes from natural springs or is simply purified tap water. James Taylor of International Supermarket News has undertaken an investigation into the European bottled water industry, focusing on the accuracy of product labelling, the authenticity of water sources, and consumer perceptions.
Market Growth and Trends
The bottled water market in Europe has expanded rapidly, driven by growing health consciousness, convenience, and concerns over the quality of tap water. In many European countries, consumers view bottled water as a healthier and safer alternative to tap water. This perception has fuelled the industry’s growth, with supermarkets and retail outlets reporting a steady increase in bottled water sales.
Labelling Practices: Transparency and Accuracy
A key focus of this investigation was to examine whether supermarkets and water brands accurately label the origin of the water they sell. European regulations require bottled water to be labelled with its source, whether from a natural spring, artesian well, or municipal supply (purified tap water). However, our findings reveal inconsistencies in labelling practices across different countries and brands.
In some instances, the labels on bottled water do not clearly specify the water’s origin, making it difficult for consumers to determine whether they are purchasing natural spring water or purified tap water. While many reputable brands are transparent about the source of their water, others use vague terms like “purified water” without clarifying the exact origin. This lack of clarity has led to consumer confusion and scepticism.
Water Sources: Natural Springs vs. Purified Tap Water
Our investigation uncovered that a significant portion of bottled water sold in European supermarkets is not sourced from natural springs but rather from municipal supplies that undergo purification processes. This purified tap water is then bottled and sold at a premium, often without clear labelling to indicate its true origin. In some cases, the mineral content and composition of the water are also not well-documented, further adding to the ambiguity.
Notably, in countries such as Germany, France, and Italy, where natural mineral water has a long-standing tradition and strict regulations, consumers can generally trust that the bottled water comes from natural sources. However, in other countries, the lines are more blurred, and the market is flooded with products that may not be as natural as their packaging suggests.
Consumer Perceptions and Awareness
The investigation revealed an intriguing consumer trend: many European consumers are unknowingly purchasing purified tap water, under the impression that it is natural spring water. This misunderstanding is particularly prevalent in countries where bottled water brands are not as transparent about their sources.
Despite this, demand for bottled water continues to rise, driven by factors such as taste preference, convenience, and concerns over tap water safety. Consumers tend to favour bottled water for its perceived purity and quality, even if they are not fully aware of its true origin.
The European bottled water market is thriving, but this investigation highlights significant issues related to labelling practices and the transparency of water sources. While some brands are committed to providing natural spring water with clear labelling, others take advantage of consumer trust by selling purified tap water without adequate disclosure.
To ensure consumer trust and maintain market integrity, it is essential for regulatory bodies to enforce stricter labelling requirements, ensuring that all bottled water products clearly indicate their source. Additionally, increased consumer awareness and education about the differences between natural spring water and purified tap water are crucial.
As the market continues to grow, it is vital for both consumers and producers to prioritise transparency and authenticity in the bottled water industry, ensuring that the products being purchased live up to their promises of purity and quality.
