When traveling through Europe, you might notice varying attitudes towards drinking tap water. In Italy, for example, the preference for bottled water is striking. Market research by CSA Research reveals that Italians consume an average of 208 liters of bottled water per person each year. Surprisingly, only 29.2% of Italians drink tap water daily, while nearly half (43.3%) rely solely on bottled water. This makes Italy the largest consumer of bottled water in Europe and the second globally, following Mexico, where tap water safety is a significant concern.
Despite Italy’s tap water being among the top five in Europe for quality, many Italians avoid it. CSA’s research indicates that almost 29% of bottled water drinkers cite a dislike for the taste of tap water, 40% express distrust, and about 30% believe bottled water is safer.
The global bottled water market is booming, with an estimated 550 million households expected to consume bottled water in 2024, totaling over 446 billion liters annually. In Europe alone, about 75 million people prefer bottled water, with 80% in Northern Europe opting for sparkling varieties.
Leading European Consumers of Bottled Water
Italy: Leading the charge, Italians drink an average of 208 liters per capita annually.
Germany: Following Italy, Germans consume 167 liters per capita each year.
Portugal: With 140 liters per capita, Portugal ranks third in Europe.
Hungary: Close behind, Hungarians drink 138.8 liters per capita annually.
Spain: Spaniards consume 135.4 liters per capita each year.
Overall, 48% of non-alcoholic beverages consumed in the EU in 2022 were packaged water, highlighting the significant market share of bottled water in Europe.
Environmental Impact of Bottled Water
If each household globally consumes two bottles of water daily, it translates to 210 billion bottles per year. This aligns with estimates that 480 billion plastic bottles are used annually, half of which are for water. In the EU, the average person generated 36.1 kilograms of plastic packaging waste in 2021, totaling 16.13 million tonnes, with only 6.56 million tonnes recycled.
As part of the Green Deal, the EU aims to recycle 55% of plastic packaging waste by 2030. Specific targets include 25% recycled plastic in PET bottles by 2025 and 30% in all beverage bottles by 2030.
Improving Trust in Tap Water
Italy is actively working to improve public trust in tap water. Between 2020 and 2022, the National Centre for Water Safety conducted over 2.5 million chemical and microbial analyses across 18 regions, covering 90% of the population. The results showed 99.1% compliance with water standards and 98.4% compliance in factors affecting taste, odor, or color.
Publishing these results is a step towards creating a 'water registry' that will provide the Italian public with data on tap water quality, encouraging more people to trust and consume tap water.
Italy, Germany, and Portugal lead Europe in bottled water consumption, reflecting cultural preferences and concerns about tap water quality. However, efforts to improve trust in tap water and reduce plastic waste are underway, aiming to shift consumption patterns and enhance sustainability.
Source: Euronews
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