SUSTAINABILITY
A new focus on water filtration
The UK throws away 7.7 billion plastic water bottles a year, despite having one of the best drinking water supplies in the world. Health-conscious Brits want to know exactly what is in the water they are drinking which is not always possible with tap water. This desire for healthy, great tasting water has opened up significant growth in the water filtration market. Harry Kyriacou, chief commercial officer & managing director consumer goods from Strix Group, examines the role of water filtration products in managing the UK’s plastic waste crisis.
T
he UK has some of the best drinking water in the world. It is regulated by the Drinking Water Inspectorate (DWI), which sets strict standards for water quality. The DWI tests water from all public water supplies in England and
Wales and the overwhelming majority meet or exceed the required standards. So, most people in the UK can drink water from their tap with total confidence. * And yet, bottled water is big business in the UK. We are one of the
world’s largest consumers of bottled waters, with 70% of UK adults having purchased bottled water in the last three months*. And this reliance on bottled water comes with a significant environmental impact. The production of single-use plastic bottles from polyethylene terephthalate (PET), a type of plastic that is derived from oil, requires significant energy and water, and releases greenhouse gases into the atmosphere. *
So why do we continue to buy bottled water? One explanation is personal taste. Water varies across regions because it travels through different pipes and underground aquifers, and can be affected by local factors such as geology and climate. This can affect the taste of the water and flavour of hot and cold drinks made from it. Secondly, the quality of water can change over time, due factors such as droughts, floods, or even local agricultural practices. Hard water areas often report a ‘chalky’ taste to water, whilst experts often say softened water is better in tea or coffee, possibly because it contains fewer minerals which could react with the tea or coffee to affect the flavour. *
So, what is the solution? Whilst the popularity of bottled water is not
going to disappear overnight, the combination of the cost-of-living crisis and the accelerated awareness of the environmental impact of single use plastics is likely to test sales of bottled water over the coming years. Water filters can improve both the quality and taste of drinking water.
They can remove a variety of contaminants, including chlorine, limescale and heavy metals, and reassure users that what they are drinking is free of anything which could negatively impact the taste. And of course, use of a water filter can have a dramatic environmental and economic impact on both the planet and the individual. One water filter will typically last for 30 days or 100 litres of water, saving the equivalent of 200 single-use 500ml plastic bottles. Whilst historically, water filter jugs and appliances were considered expensive, this has changed and the range of filtration products now available across multiple price points is huge. Consumers can choose from everything from fridges with built-in water dispensers, through to
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tabletop appliances that deliver hot and cold filtered water, filter jugs. More than a third (35%) of UK households now have a water filtration
product in their home, and the market seems set to continue to grow - with one water treatment company recently predicting compound annual growth of 6.8% through to 2028. So for retailers there is a myriad of opportunities to offer a selection of environment – and pocket – saving products. Whether that is a high- quality water filter jug that all the family can use or something more sophisticated that can replace the kettle and the water dispenser jug in the fridge. Plus, of course, the repeat business of filter replacements. And for everyone else there is the opportunity to reduce the
environmental impact of single-use plastic bottles while enjoying tastier drinks.
Sources: *Drinking Water Standards and Regulations - Drinking Water Inspectorate (
dwi.gov.uk) * UK Bottled Water Market Report - Market Size & Growth (
mintel.com) *Where do plastic bottles come from? | Encounter Edu * Hard Water (
anglianwater.co.uk)
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