Contrary to the image of a "luxury" product, bottled water consumption in the U.S. is highest among , who often rely on it due to distrust of aging municipal water infrastructure.
1. The Necessity Seekers: Lower-Income & Minority Households who buys bottled water
The demographic profile of the "bottled water buyer" is a complex mix of necessity, perceived risk, and lifestyle signaling. Contrary to the image of a "luxury" product,
: Lower-income families spend a much higher percentage of their household income—sometimes up to 16% —on bottled water compared to higher-income peers. who buys bottled water
: Consumption is particularly high in the Southern U.S. and areas with histories of water quality violations.