Following a summer full of plastic water bottle backlash, some new, more environmentally friendly contenders are getting in on the $16 billion bottled-water industry. For example, Robert Rheaume's Sigg reusable, aluminum water bottles (selling for $20 each) were virtually ignored by retail buyers last year, but are now being sought by several mass-market retailers. Reusable bottle brand, Nalgene, says it's also in talks with at least three mass-market retailers.
While reusable bottle makers are watching their sales skyrocket, Beverage Digest's John Sicher attributes the lackluster sales of plastic water bottles to the inevitable slowing of a long-booming industry. Others link it to the public's effort to become more socially aware. "People are being more socially conscious, whether it's global warming, sustainability or landfills. I think it's an offshoot of the boomers wanting to leave a positive legacy," said Joe Pawlak, VP of restaurant consultant Technomic.
Manufacturers Coca-Cola, PepsiCo and Nestlé Waters are reducing the materials for their bottles in hopes of competing against the reusable bottles on the market.