A commodity that quickly became the essential accessory, bottled water has seen its sales increase 49 percent between 2002 and 2007, according to a report by Mintel Group. (This was a 31 percent increase in constant 2007 prices.) Mintel dives in to address the state of the bottled water industry, noting both threats and opportunities in the marketplace.
While water sales were impressive during the first five years of the review period, a slow down occurred between 2006 and 2007. Sustainability is the primary cause, with consumers becoming more aware of the environmental effects of water bottle waste.
Efforts to "green" the bottled water market are underway, with major companies offering bottles made with less plastic and more initiatives to recycle the plastic that is used.
Water has been "upgraded" as consumers look for premium in every aspect of their lives. Plain water is losing ground to the flavored and enhanced sub-segment, led by popular products such as vitaminwater and Propel fitness water.
Sixty five percent of respondents to Simmons NCS report drinking bottled water. According to Mintel's exclusive research 43 percent of respondents drink flavored bottled water, while 43 percent drink enhanced (flavored or unflavored) bottled water.
This report contains US IRI InfoScan data.
To order this report, go to:
www.reportlinker.com/p078248/2008/02/ Bottled-Water---US.html
Editor's Insight: This report indicates that consumer awareness of plastic bottle sustainability is having an impact on bottled water sales, which has been one of the strongest growth areas in the refreshment services industry. Consumer activists are doing everything they can to raise public awareness about bottled water's impact on the environment.
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Few would believe that the standards for potable water are in fact standards set up for making good lather for the soap and detergents that we use. Absurd as it may seem, soap has been given a priority over the needs of the Human Body. All of us have come to accept that we need SOFT WATER and so the standards. The daily advertisements also propagate the need of Water Filters such as Reverse Osmosis (RO) and lead us to accept the need for these systems, for our good health as well as that of our children.
One has witnessed the Water War in the media in recent past with the ever so concerned NGO??s voicing their concern for meeting the WHO Standards and the Euro II norms. The truth of the matter is that it is these very norms that are ensuring that people become more susceptible to disease. Makes for good business for the Pharmaceutical Industry. Soft water as also the norms of less than 100 parts per million dissolved salts in reality increase the risk of Cardio Vascular problems as well as a host of other illnesses. For those of you who are fond of searching the net, punch in the query ??Is soft water good for Human Consumption?? or ??Soft water vs Hard water?? and you would get startling results.
A few are as below:-
??At least some of the geographical variation in heart disease mortality in Ontario may be related to a marginally inadequate dietary intake of Mg. In the hard-water area of the province, water-borne Mg increases total daily intake by at least 20% so that residents of this area are less likely to be Mg deficient. This hypothesis is supported by the finding that the concentration of Mg in the myocardium tends to be higher in residents of the hard-water area, and it is consistent with the observation that fatal cardiac arrhythmias are less common than in the soft-water area.??
Water hardness and cardiovascular disease
Over 80 observational epidemiological studies relating hardness and cardiovascular disease risks have been realized and their results had been discussed by experts at the meeting organized by the WHO European Centre in Rome on November 11-13, 2003. The conclusions are quoted in the WHO report titled: Nutrient minerals in drinking-water and the potential health consequences of long-term consumption of demineralized and remineralized and altered mineral content drinking-waters, published in August 2004.
It was observed a positive (protective) association between cardiovascular disease mortality and increased water hardness in countries around the world, both for population and on individual-basis. It was then supposed that these beneficial health effects can possibly be extended to large population groups on a long- term basis by adjusting the water quality.
It was pointed out that magnesium and possibly calcium may be effective in reducing blood pressure in hypertensive individuals. Nutritional studies suggest that some other micronutrients may have a beneficial role associated with their presence in drinking water, even is they have not extensively considered in these epidemiological studies yet. More studies are needed to better understand the possible risks and benefits of essential and trace elements found in water.
The discussion group concluded there is sufficient epidemiological evidence of and inverse relationship between magnesium concentration in drinking water and ischemic heart disease mortality, and therefore the reintroduction into demineralised water in the remineralisation process would likely provide health benefits. There are, in fact, no known harmful human health effects associated with the addition magnesium within a large range and the nutritional benefits are well known. It is thought that adding calcium provides the same benefits, however, a correlation between calcium in drinking water and decreases in the occurrence of heart disease is not yet proven substantially.
C:\Documents and Settings\Anil\My Documents\Demiwater and health.htm
THE WATER STORY & HEART DISEASE
Source: HEALTHY WATER Martin Fox, Ph.D.
??Over the years many studies have been published on the relationship between drinking water and cardiovascular mortality. Two beneficial factors continually stand out - hardness and total dissolved solids. Both have been associated with lower mortality from heart disease. Hardness refers to the amount of calcium (Ca) and magnesium (Mg), or calcium carbonate in the water. The more Ca, Mg, or calcium carbonate, the harder the water, the less - the softer the water.
The first major study on drinking water and heart disease was in 1960 by Schroeder. In his paper, "Relation Between Mortality from Cardiovascular Disease and Treated Water Supplies," the water in 163 largest cities in the United States was analyzed for 21 constituents and correlated to heart disease. He concluded "some factor either present in hard water, or missing or entering in soft water is associated with higher death rates from degenerative cardiovascular disease."
In 1979 after reviewing fifty studies, Comstock concluded, "there can be little doubt that the associations of water hardness with cardiovascular mortality are not spurious.??
??Today after thirty years of research we are left with Schroeders initial conclusion-drinking hard water results in less cardiovascular disease than drinking soft water.??
C:\Documents and Settings\Anil\My Documents\Hard Water is Healthier Than Soft Water FAQs From TWT.htm
The obvious disadvantage to soft water is the level of sodium (salt) deposited in the water.
Potassium Chloride used in place of Sodium Chloride can reduce the levels of sodium in softened water. Anyone who has heart or circulatory problems, or on a low sodium diet should discuss the installation of a water softener with a physician.
There are 3 alternative methods are available to reduce sodium in softened water: reverse osmosis, distillation, and deionization..
Researchers have found conflicting results relating the mineral content of water to the risk of cardiovascular disease. The risk appears lowest when the drinking water contains lots of minerals and highest when the water is soft. Consumers may want to consider installing a bypass to the kitchen water supply for cooking and drinking.
According to a report by the University of Kentucky, softened water also increases the potential for leaching heavy metal from pipes, solder, and plumbing fixtures. Increased levels of copper, lead, zinc, and cadmium are found in soft water, particularly when it stands overnight in the plumbing system. Heavy metal concentrations can exceed Environmental Protection Agency (EPA) primary drinking water standards, particularly for water standing overnight in brass plumbing fixtures and faucets.
http://www.keidel.com/resource/water/hard.htm
Arsenic in water is proving to be a colossal problem in countries like Bangladesh. All one requires is merely 3 liters per capita per day of good potable water with the essential minerals provided by nature. Could a fundamental right prove so elusive? Einstein said ??We can??t solve problems by using the same kind of thinking we used when we created them??. As usual, it is to mother nature and traditional wisdom that one must turn to when all else seems to fail. After all she is the original all caring provider of sustainable environmentally balanced solutions.
Be it the holy waters of the Ganga and Jamuna or those of Lourdes in France, it is where water passes through limestone belts that you get the best waters and are used for religious rituals. If they contain other minerals such as traces of silver etc., these waters are literally worshiped. These waters are stored in copper vessels for decades on end. They remain pure. Water is best purified by storing in a Silver or Gold vessel and therefore has the status of noble metals. Excessive intake of these metals in no way harms the body but only gives the skin a very pale blue colour and therefore the term ??Blue Blooded?? in royalty. The next time you visit your local jeweler who serves water and drinks in silver glasses, do observe the pale blue tinge in the colour of his skin.
Coconut shell charcoal is one of the finest filters to remove e coli and suspended impurities. We used copper five copper vessels each with a small hole at the bottom to slow down the rate of water passage. The first has water the next contains coconut shell charcoal. The third contains white marble chips. The fourth contains white sand and the fifth vessel is for water collection and contains a silver coin or chain and has a small tap to drain out water.
ROgue selling-- the Reverse Osmosis water filter
In the beginning we had UV water filters acting as life savers for potable drinking water, now deemed as archaic. Even the new Reverse Osmosis system, I suspect, is also on it??s way out, the latest to join the band wagon being the ROM, (Reverse Osmosis Mineral) the ultimate solution to pristine, clear water. To my mind it is the all ??American Way?? hard sell gimmick that makes people buy this very expensive machine.
To prove a very valid point read on??..
A few days ago our UV filter which had served us well for more than two decades finally went bust. My wife was passionate about this gadget as she was of her archaic washing machine which had served us well for almost the same period of time. (A new washing machine has since replaced the old one, about one year ago). There was virtual panic and the service mechanic was called in post haste. One look at the UV water filter and he advised retirement of this machine suggesting a replacement with the all new concept of the RO (Reverse Osmosis) system. A new UV system would cost Rs 7000.00 and the all new RO system would cost only Rs.11,000.00. With a buy back offer of the old UV system, I would be poorer byRs 9,000.00 only.
Slickly initiated into the all ??American Art of Selling??, the salesman had tested our fresh water system and quickly established that we were lucky to have survived thus far. This added to my wife??s panic ?? ridden state left on with little option but to go in for the RO system (she calls the shots on the domestic front). Tests with the meter had shown brown and green sediments in the water which began to boil when the sales man had used the meter called the Electrolyser. Grime had collected on the surface of the glass of water. I pride my self on the fact that our underground water source is as good as water can be and it forms the basis of my so called expertise on the issues of Sustainable Development. My self confidence I felt, was about to take a severe beating.
With great temerity I requested the salesman to come to my (in the same complex as my house) along with the samples of the tested water and the test equipment. To say that the water samples were truly horrific, is putting it mildly.
At this point I might add that my office had recently developed a Common Man??s Water Filter, aimed at removing Arsenic from water. Laboratory tests showed clearly that this water filter did remove Arsenic. The basic ??funda?? was simple. After placing copper vessels one over the other water was passed through coconut charcoal, marble chips, sand and then eventually over silver coins or chains. There was nothing earth shakingly new about this gizmo where a combination of traditional systems that were used to filter water. This can be downloaded from our website at www.anangpur.org. A sample of water through this system the TDS (Total Dissolved Salts) meter showed a reading of 410 ppm for the water passed through this home made gizmo whereas the bottled mineral water allows for less than 100 ppm. The meter looks rather like a pen and costs app Rs. 1200.00. One has to dip it in the water for a few seconds and the reading is displayed. However when the salesman used the Electrolyser, the water turned a murky brown and gained heat. The salesman??s job was done and I immediately ordered his RO system where he guaranteed TDS of less than 100 ppm. (The Electrolyser basically comprises two rods, one of Iron and the other of Copper, connected to a step down transformer, much like a battery eliminator, so that the system can be used through the power mains).
Within the hour the RO system was firmly ensured in our kitchen and fully operative within the next half hour. A glass of water after it had been filtered through the RO system was brought in and the very two tests repeated. The TDS meter showed a reading of 74 ppm and the Electrolyser turned the water very pale brown which was hardly discernable and no heat was emitted. Very impressive indeed.
In a flash, I recalled my Physics lessons in class 9 and 10 way back in 1957 and 1958. I asked for a small amount of common salt and asked the salesman to repeat the same tests on the same freshly filtered water through the RO system. Few grains of a barely visible quantity of salt were added to this water. When the Electrolyser was used, the water turned murky brown and started heating up. I then took off my wedding ring and with a rather blunt knife made gentle abrasions on it. The abrasions on the ring were barely visible. Some barely visible particles dropped into the glass of water. The water turned even murkier than the unfiltered water from my underground source. The salesman was at a complete loss for words, his selling skills dampened. Surely salt is not poison, neither is gold. If there are traces of gold then of course you have the ultimate pristine water. Silver, a tried and tested mineral for water purification, was not at hand, but I am certain that the results of the water turning murky would have been similar. If you access google and type in therapeutic value of silver in water, you will be surprised at the studies available on this subject. The tradition of gifting a silver or gold spoon and bowl as a gift for the newly born baby is therefore significant, as water becomes pure on contact with these metals even for a short period of time. In this context I would like to narrate an interesting meeting with a 90+ years old traditional doctor, way back in 1973. His recommended form of medication was crushed diamonds, rubies, pearls and powdered metals such as silver, gold and platinum etc. ostensibly expensive as it might seem, he proved that in dispensing quantities as miniscule as those that could be picked up by the tip of a needle, these were affordable by the common man. These metals had no carrying agents and therefore had no side effects. The electrical charge emitted by each of these elements kept the circuitry of the blood and the body stable. Each had it??s own electrical charge and were explained as a series of small batteries working in combination. He compared the body and the nervous system to a computer way back in 1973. He claimed to restore this very delicate balance in the blood through his form of medication.
He went on to explain, that based on the mineral content in the body of human beings there is a constant electrolysis taking place. This is what makes peoples of different regions what they are. Water therefore cannot be standardized as per the Euro norms but must be different for different regions. This would be the first step to sustainable development. On a similar note, the fact that even a small element like the building brick has been standardised, is the first step to unsustainability. Brick varied according to the different clay of each region. In standardising the brick we are asking for the standardisation of earth, and this is simple if the decision makers of these standards were God. More can be read on this subject by accessing the very same website at www.anangpur.org and reading Sustainable City Strategies which was part of the Local Agenda 21 for the Asia Region, authored by the undersigned, for the Johannesburg Summit.
It now became clear that this was indeed ??ROgue selling the Reverse Osmosis the all American Way??. The entire explanation is relatively simple if one is cued into the very basic lessons in Physics.
The RO system tends to turn water into what one may term as ??Dead Water??. Devoid of minerals and nutrients so essential for the balance of blood in the human body, the immune systems of the body are now susceptible to disease. Some standards rate the essential TDS as 500ppm and this goes up to 800ppm in the WHO standards. At less than 100 ppm, no electric charge passed through the water and therefore no electrolysis took place. Consequently no sediment formed. The anode and the cathode (the two bars of iron and copper) had next to no exchange of ions and therefore the pale brown colour in the RO filtered sample. With the addition of common salt or microns of metal in the form of gold or silver, the electric circuit was complete and with the passage of current, electrolysis took place and the sediment formed the scary looking layer. This scare syndrome that was induced was enough to have us buy the RO water filter. It had nothing to do with the impurities.
So now you have a choice between the Devil or the Deep Blue Sea. Drink the Municipal water and you die. Drink the water through the RO system and you still die, albeit slowly but with copious amounts of pills to make up for the loss of essential minerals owing to drinking ??dead water??. It??s almost as if the entire system was tailor made to feed the pharmaceutical industry.
I now get calls from the salesman regularly to check how I am. His fear is that I may enlighten others (much to his discomfort) which I am most diligently doing. My RO filter has been set to app 700 ppm. Now that I have told you my story I would venture to make some suggestions. The purpose here is not to scare anyone, as we all know that our municipal water in India and some other countries is unsafe. But this does not mean that the scare syndrome using technology must compel us to take conscious decisions.
Here are some thought provoking suggestions for those of you who wish to invest in a water purifier as well as those who manufacture them :_
1. Do get yourself a water filter but have it set to between 500 to 1500 ppm. Don??t get carried away by the scare instilled by the sales gimmick.
2. The manufacturers must be compelled to make a more honest selling campaign.
3. The manufacturers must carry a pamphlet stating that essential minerals exist in the treated water and just as in the case of packaged foods, the levels of resultant maintained mineral content must be printed on the equipment being sold.
4. Manufacturers must set equipment to suit the local needs and metabolisms
In the eventual analysis a very apt quote comes to mind and is pasted below:-
Even though the following statement was made with respect to India, it is applicable to the tropical areas the world over.
Lord Macaulay in his speech in the British parliament on February 2, 1835 on introducing English education in India said ??I have travelled across the length and breadth of India and I have not seen one person who is a beggar, who is a thief. Such wealth I have seen in this country, such high moral values, people of such high calibre, that I do not think we would ever conquer this country, unless we break the very backbone of this nation, which is her cultural and spiritual heritage, and therefore I propose that we replace her old and ancient education system, her culture, for if the Indians think that all that is foreign and English is good and greater than their own, they will lose their self esteem, their native self culture, and they will become what we want them, a truly dominated nation??.
Since the true statement of Human Values is encompassed in the way we design Human Settlements, our effort is to respect traditional wisdom and blend with today?? its needs to provide for a sustainable future.
Do access this on our website and make one for yourself. It??s easy. Then as a social obligation make one for the nearest slum dweller, preferably an eldelry lady. Teach her how to use it and suggest that she market safe water at 50 paise (one cent per liter) as opposed to Indian Rupees 12 (25cents) per liter of bottled water as in India. She would make Rs 30 (75 Cents) per hour amounting to US$ 6 per day as opposed to a daily wage earner at US$ 2 per day. It??s a win win situation.
Your obligation to us. Keep us informed of your effort in this direction. Not too much to ask for.
Once again do access Common Man??s water filter at www.anangpur.com. For your GOOD HEALTH and that of your family as well as one needy person.
Have a good year
PS . For those of you who distill your own wine. This filter would do a great job of filtering your wine. Pass your Hard liquor through this filter and make it smoother.
I am an architect with an interest in Sustainable Human Settlement Design. Our approach is holistic and you may find our project at Jamaica of interest as it has been devised around water it??s disposal as the pivotal factor.
