1 in 3 people in the UK regularly drink still bottled water at home despite having access to some the highest quality drinking water in the world

Consumption of bottled water is often referred to as ‘capitalisms greatest mystery’ and it has a significant ecological impact.

Quantitative studies have consistently suggested that sensorial and health concerns are the key drivers of bottled water consumption at home but less is known about how and why these feelings manifest. This project set out to deeply understand the attitudes, behaviours and values of a diverse set of people who regularly drank bottled water at home and create a barrier-based segmentation.

Seven segments of ‘heavy’ bottled water drinkers were identified and this was the first study of its kind to co-create potential strategies to reduce their consumption.