Feeling Thrifty, the Thirsty Reach for Tap Water

Brita tap water purification products made by Clorox reported double-digit volume and sales growth in May and have seen three straight quarters of strong growth.

Robin Jaeger of Needham, Mass., fills her kids' reusable bottles with water from the house's faucet.

But she doesn't use water straight from the tap.

AP

"My kids have come to the conclusion that any water that's not filtered doesn't taste good," she said.

Her reverse-osmosis filter system costs about $200 every 18 months for maintenance -- still cheaper than buying by the bottle.

Kennedy, the tap convert from Texas, has a filter built into her refrigerator.

She also recently bought a reusable aluminum bottle made by Sigg, a Swiss company which has stopped selling its $19.99 metal bottles from its Web site, saying demand has swamped its supply.

While Brita is the dominant player in water filtration, according to Deutsche Bank analyst Bill Schmitz, sales of P&G's Pur water filtration systems are also growing.

Sales from the Pur line have increased almost every month since mid-2007, said Bruce Letz, its brand manager.

He declined to give sales figures but said "the water filtration category is expanding very rapidly."

"There's a backlash against the plastic water bottle," Schmitz said.

Cities and businesses, big to small, have also gotten in on the action.

Marriott International distributed free refillable water bottles and coffee mugs to the 3,500 employees at its corporate offices in Bethesda, Md., and installed multiple water filters on every floor.

The Chez Panisse restaurant in Berkeley, Calif., got rid of bottled still water in the summer of 2006 and started sparkling its own water in early 2007.

"Does it make sense to bottle water in Italy, trek it to a port, ship it all the way over here, then trek it to our restaurant?" said Chez Panisse general manager Mike Kossa-Rienzi. "We were going through 25,000 bottles a year. ... Someone has to end up recycling them."

Many cities, including New York, have enacted pro-tap campaigns, and some have stopped providing disposable water bottles for government employees.

Chicago started a 5-cent tax on plastic water bottles in January.

San Francisco has done away with deliveries of water jugs for office use, instead installing filters and bottle-less dispensers, and banned the purchase of single-serving bottles by city employees with municipal funds.

The city has already cut its government water budget in half, to $250,000 a year, said Tony Winnicker, spokesman for the San Francisco Public Utilities Commission.

"It's becoming chic to say, 'Oh no, I don't drink bottled water, I'll have tap water,' " he said.

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