Journal of Hygienic Engineering and Design

Original scientific paper

UDC 663.646:330.567.2(477)

RESEARCH OF BOTTLED WATER CONSUMERS’ BEHAVIOUR IN

EUROPE AND UKRAINE CONSIDERING CURRENT ECONOMIC
AND ENVIRONMENTAL CONDITIONS
Nataliia Vasiutkina1, Oleksandr Lazebnyk2*
1
Department of Management and Marketing, Faculty of Economics and Management,
Private Higher Educational Establishment “European University”,
Akademika Vernadskogo Blvd. 16-V, 03115 Kyiv, Ukraine
2
Department of Management and Marketing, Faculty of Economics and Management,
Private Higher Educational Establishment “European University”,
Akademika Vernadskogo Blvd. 16-V, 03115 Kyiv, Ukraine

*
e-mail: [email protected]

Abstract
Over the last decade the turnover for bottled water European countries show the consumption of nearly 160
has been rising. Moreover, the quality of tap water in L a year per capita. It is explained by the weak bottled
most European countries is high, while Ukraine shows water drinking culture, lower income lever compared
an opposite trend. Considering these conditions, it is to Europe and aversion to plastic. On the other hand, a
vital to study the bottled water consumption trends so quarter of surveyed Ukrainians drink bottled water for
as to provide its production and purchase. So, the aim medical purposes, which is not typical of Europeans.
of this article is to research and compare bottled water Moreover, Ukrainians and Europeans have the common
consumers’ behavior in Europe and Ukraine. features concerning water selection. Firstly, most males
prefer highly carbonated water, while females opt for
The information research base were the materials pre-
non-carbonated one. Secondly, bottled water is mostly
sented by: European Federation of Bottled Waters,
preferred by people older than 25, and its main brand se-
State Statistics Service of Ukraine, statistic portals, such
lection criteria are taste and ability to quench the thirst.
as Statista and Euromonitor, and the data from scien-
tists and publishers around the world. It was decided Unlike Europe, Ukraine shows the weak level of bottled
to use the method of bottled water consumers’ mar- water consumption behavior. On the other hand, it is
kets comparison in leading European countries. Fur- the favourite soft beverage among Ukrainians aged 26
thermore, the water consumption was processed via and above. In addition to this, Ukraine’s tap water has
descriptive statistical analysis of personal online survey very low quality, but there are nearly 500 mineral wa-
among 600 respondents aged 18 - 60 with higher ed- ter springs. Furthermore, the tastes and preferences of
ucation and own income source, who live in the most Ukrainians and Europeans are mostly the same. Due to
developed regions of Ukraine, Europe and the world. these factors there are opportunities for bottled water
consumption development in Ukraine.
The highest bottled water consumption rate among
the European countries is fixed in Italy and Germany,
which is the influence of old local traditions. Moreover, Key words: Bottled water, Consumption, Consumers’
its consumption per capita in Western Europe is more ­behavior, Europe, Ukraine, Comparison.
than 3 times higher than in Eastern Europe. For exam-
ple, Croatians are skeptical towards bottled water due
to massive anti-plastic campaign and high quality of
1. Introduction
tap water. As for Ukraine, bottled water is a favorite Nowadays there are a lot of soft beverages available
soft drink for the majority of its population. Today the on the market, and most of them display a high level
largest volume of its annual consumption per person of rivalry between each other. In order to become the
(63 L) is recorded in Kyiv. However, this indicator across most successful market player the product has to pres-
the whole Ukraine is 15 L on average, while leading­ ent the competitive advantages.

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Journal of Hygienic Engineering and Design

Speaking about bottled water, despite the fact that it is It was decided to use the method of bottled water
the soft beverage that provides the least harm to human consumers’ markets comparison between leading Eu-
health and well-being, over the last decade the high- ropean countries. Furthermore, the behavioral aspects
est turnover has been obtained by lemonade and cola of bottled water consumption were processed via de-
[1]. Nevertheless, the demand for bottled mineral and scriptive statistical analysis of personal online survey
spring water has been growing [1], which is explained conducted among 600 respondents aged 18 - 60 with
by the popular trend towards healthy lifestyle, lack of higher education and own income source, who live in
artificial colorants, flavors, preservatives and sugar. This the most developed regions of Ukraine, Europe and
cannot be said about other types of soft drinks, and thus the world. The survey was conducted in February -
bottled mineral or spring water is the best option to March 2020.
quench the thirst. Moreover, a huge advantage of bot-
tled water is that it does not get spoilt in hot weather
without fridge unlike cola, lemonade or juice. 3. Results and Discussion
As for the environment, Ukraine has a larger number 3.1 Bottled water consumption in Europe
of mineral springs than in the majority of Western and
To begin with, in order to analyze the bottled water
Eastern European countries [2, 3], and those located
consumers’ behavior it is vital to study the dynamics of
near the Carpathians are believed to be the best ones
basic soft drinks (bottled mineral/spring water, lemon-
in former USSR [4]. On the other hand, the quality of
ade/cola and juice) turnover over the last decade (see
tap water in most European countries, especially Ger-
Figure 1).
many, is high, whereas Ukraine is showing a completely
opposite trend [5]. This forces Ukrainians to buy more For more than 50 years lemonade and cola have been
bottled water. Because of all those factors it is vital to the most popular soft drinks, and according to the in-
study the bottled water consumption trends in Europe formation obtained from the online survey, most of
and Ukraine and compare them so as to provide its their consumers are aged 25 and younger. This trend
production and purchase. has been driven by bright and aggressive advertising
policies conducted by prominent soft drinks manu-
A significant contribution to bottled water market re-
facturers, such as Coca Cola Company and PepsiCo.
search in Europe and worldwide has been made by
According to Statista, during the 2010s the growth of
Jean-Pierre Deffis and Patricia Fosselard from Europe-
revenue from lemonade and cola has been rapid, while
an Federation of Bottled Waters (EFBW) [2], and the re-
bottled water turnover has been rising slightly, but
search conducted by scientists in marketing, econom-
since 2014 this indicator has begun to grow higher as
ics and statistics reveals the trends in bottled water
during the last five years the annual increase of global
consumption. Mariia Voloshyna, Ukrainian marketer,
bottled water revenue has been exceeding 16 bn € [1].
has researched the status of bottled water consump-
tion in Ukraine [3], while trends in Europe were studied Now let us have a look at how the trends of bottled
mostly by European scientists. For example, Daniela water consumption vary across the world. In terms of
Coppola presents the dynamics of bottled water con- the regions the largest level of consumption per capita
sumption per capita in Italy [6], Nils-Gerrit Wunsch - in is recorded in Europe. EFBW claims that during the last
Germany, Belgium and the UK [7 - 10], and Aitor Arroyo decade the average annual bottled water consump-
- in France [11]. Their pieces of research fully represent tion in Europe has been 109.9 L (Figure 2). However,
the dynamics of bottled water consumption in differ- this figure was calculated considering only the Europe-
ent European countries, although these data are not an Union (EU), excluding the European countries that
full enough to find out the purposes and reasons of are non-EU members, such as Belarus and Ukraine [2].
mineral or spring water drinking as well as consumers’
The reasons why the Europeans prefer bottled water
preferences.
are simple: ability to quench the thirst and pleasant
So, the purpose of this article is to research and com- taste. The latter is also fair for other soft drinks, but due
pare bottled water consumers’ behavior in Europe and to artificial flavors and colorants they do not hydrate
Ukraine. and refresh the way natural mineral or spring water
does. The online survey has shown that bottled water
is the most preferable soft drink for 52.9% of residents
2. Materials and Methods of European countries, including Germany and Italy,
and the majority of bottled water fans are aged 26 and
The information research base consists of the materials
older, while the youngsters between 18 and 25 years
presented by EFBW, State Statistics Service of Ukraine,
old are mostly lemonade and cola drinking adherents.
statistic portals, such as Statista and Euromonitor, and
For comparison, Latin Americans under 26 are also
the data from scientists and publishers around the
fond of lemonade or cola, whereas older representa-
world.
tives prefer beer.

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 Journal of Hygienic Engineering and Design

Furthermore, it is essential to estimate the dynamics of

bottled water drinking in Europe in more details. The
most rational option is to select Germany, UK, France,
Italy and Belgium for the analysis (Figure 3). The first
four countries are the largest states in Europe and the
members of G7, while Belgium is the center of the EU,
and its average bottled water consumption volume,
according to EFBW, is the 3rd largest in Western Europe
after Italy and Germany [2].
Statista claims that in 2012 - 2017 Italy was the Europe-
an leader by the amount of mineral and spring water
Figure 1. Global soft drinks market revenue consumed per capita in a year [6], and the 2nd largest
(Source: Statista [1]) consumption in Europe was recorded in Germany [7].
On the contrary, the UK showed a low involvement of
its residents into bottled water drinking [9]. However,
in 2018 the average annual consumption of bottled
water in the UK grew up to 44.9 L per capita [10]. Actu-
ally, during the last 6 years the UK has been showing a
bottled water market increase in 10% annually, which
is the largest growth rate in Europe [12].
Speaking about Italy, an average local family spends
nearly 12 € per month on bottled water [13]. The
reason why Italians are the prominent mineral water
drinkers is the cultural tradition, which is the main ele-
ment of the nation. This tradition is displayed by: the-
atres, music, literature, painting, sculptures, and other
pieces of art, including the local cuisine. The important
attributes of Italian table are: wine, pasta, pizza, olive
Figure 2. Annual bottled water consumption per capita oil, cheese and coffee, but not everyone knows that
(Source EFBW [2]) bottled mineral water comes hand in hand with wine.
During the last decade these two drinks together have
been making up more than 50% of Italian beverage
industry [13]. The roots of Italian tradition to consume
mineral water are linked to the presence of natural his-
torical springs in Italy, mainly on mountains, and these
springs are famous for their therapeutic effect. For ex-
ample, the intake of water fortified with calcium is a
good way to prevent osteoporosis and other diseases
of human musculoskeletal system [14].
Moreover, apart from tradition and style Italians are con-
cerned of water purity. Nowadays 31.2% of the country’s
population are skeptical about drinking the water com-
ing from home tap [13], mainly due to being processed
with harmful substances, which results in unpleasant
taste and risk for health. This is especially fair for tap wa-
ter in big Italian cities and coastal regions [15], and for
this reason since 2015 the rate of bottled mineral water
consumption in Italy has been growing, to some extent
thanks to food safety control protocol (HACCP) [14].
As for the brands and their origins, Italians usually opt
for local ones rather than foreign. Today the most fa-
mous Italian mineral water brands are San Pellegrino
and San Benedetto. In addition to this, during the last 3
Figure 3. Annual bottled water consumption years more than a billion bottles of San Pellegrino wa-
per capita in European countries ter have been sold not only in Italy, but also in other
(Source: Statista [1]) countries [16].

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Journal of Hygienic Engineering and Design

The second country in Europe in terms of bottled water 1. Gerolsteiner - 11.7%

consumption is Germany [7]. Despite the fact that the 2. Volvic - 6.3%
quality of German tap water is ranked as the highest in
3. Vittel - 3.6%. (Herrmann S., [19])
Europe [5], many Germans are fond of drinking spar-
kling (highly carbonated) mineral water [17]. During
the last decade the yearly consumption of bottled Gerolsteiner is a mineral water extracted from
water in Germany has increased dramatically, and as a Gerolstein, the town with natural carbonated mineral
result in 2017 this indicator grew up to 14.3 million L in spring in Rheinland-Pfalz federal land, and this brand
total [18], or 172.5 L per capita [7]. is ranked number one among the residents of West
Germany, while the trademark that is mostly loved by
The reason why Germans consume much mineral wa-
East Germans is Volvic [19]. Moreover, according to the
ter goes back to the 18th century. Since the invention
online survey, 16.7% of its participants from Germany
of an innovative method of spring water carbonation
who drink bottled water select namely Volvic. However,
by Joseph Priestley in 1767 and its improvement by
unlike Italians, who opt for national products [16], for
Jakob Schweppes, carbonated mineral water has be-
most Germans the country of the brand’s origin is not
come available to Germans of all social classes, though
a big deal since Volvic and Vittel, famous French trade-
before that only the country’s elites could afford such
marks run by Danone and Nestlé respectively, are in-
luxury. This has led to a tradition among Germans to
cluded in German Top 3 bottled water brands [19].
drink carbonated mineral water, and nowadays around
78% of bottled water consumed in Germany is namely
In addition to this, the reason for such a small market
sparkling water [17].
share of Gerolsteiner, which is the national water mar-
However, this statement is rather debatable, because ket leader [19], is that many people living in Germany
the online survey has revealed that most women pre- prefer the brands available just within particular re-
fer drinking non-carbonated mineral water. This trend gions. For example, the online survey has revealed that
is true for many countries, and Germany is no excep- 2 out of 5 respondents from Nuremberg or nearby are
tion. According to the data obtained from the survey, fond of Franken Brunnen water, which can be found
62.5% of women that live in Germany prefer non-car- only in Middle Franconia.
bonated (still) bottled water, while only 12.5% of them
That is the data on Western Europe, and in order to
select a sparkling type (Figure 4).
have a full overview of European bottled water con-
sumption it is necessary to assess this issue across East-
ern Europe, and here are some findings. Firstly, at the
beginning of the 2010s Western Europe was displaying
the average yearly consumption of nearly 110 L of bot-
tled water per capita, while Eastern Europeans were
drinking around 35 L per capita [20]. Secondly, though
today’s volumes of mineral water consumption are
larger among both regions, there are still many skep-
tics of this beverage in Eastern Europe.
As Euromonitor states, the sales of bottled water in
Croatia are blocked by the country’s high quality of tap
water and the national anti-plastic campaign, which
leads to a large number of tap water drinkers. As for
the type of bottled mineral water, Croatians mostly opt
Figure 4. Types of bottled water by
gender preferences in Germany for carbonated one since this trend has been develop-
(Source: authors’ compilation) ing throughout history, but if they are aimed at thirst
quenching, the most demandable option for them is
On the other hand, two thirds of the survey partic- tap water. Speaking about bottled water brands, the
ipants from Germany who drink bottled water are local market leader is Jamnica [21].
non-Germans. Even though they are currently living in Unlike Croatians, the residents of Czech Republic are
Germany, most of them come from Eastern Europe, in- keen on bottled water drinking for several reasons.
cluding Poland and Bulgaria, which suggests that most Firstly, the world’s oldest mineral water spring, Lu-
Eastern Europeans are fond of still bottled water, but hačovice, is located at the current territory of Czech
gender is an indicator that has a higher weight com- Republic [3], and since 1669 it has been the “home” for
pared to nationality and country of residence. curative mineral water, which is currently offered un-
In terms of the brands, the most popular ones in der Vincentka brand [22]. Secondly, according to Euro-
­Germany are these: monitor, many local springs are famous for their health

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benefits, which results in Czechs selecting the water r­espondents were selected considering the regions
produced internally [23]. Their most favorite one is the with the highest rate of bottled water drinking per cap-
carbonated mineral water enriched with magnesium ita since they primarily make up the local market. State
[23], and today the Czech bottled water market leader Statistics Service of Ukraine suggests that during the
is Karlovarské minerální vody, a company from Karlovy last years the Top 3 regions in Ukraine with the larg-
Vary that offers the water under Mattoni, Aquila and est average volumes of bottled water consumption
Magnesia brands [24]. per person annually have been Kyiv city, Kyiv region
and Kharkiv region [26, 27]. So, namely these parts of
Furthermore, Hungary has 214 natural springs, which
Ukraine were selected for the survey.
makes the country a rich mineral water source [2].
During the last decade Hungary has been showing a According to the data obtained from the online survey,
growth of bottled water consumption per year, and 60.5% of Ukrainian participants consider bottled min-
most Hungarians prefer still rather than carbonated eral water to be their favorite soft beverage (Figure 5).
water as it is believed to be more natural [25]. This The most popular reason in favor of bottled water is
trend is totally different from that of Germany [17], that it is the best option to quench the thirst, and the
Croatia [21], and Czech Republic [23]. As for the trade- main criteria of water selection are its taste and quality.
marks, throughout several years the absolute local bot- Though such criterion as country of the brand’s origin
tled water market leader has been Szentkirályi-Kékkúti is not the main one, most surveyed Ukrainians are fond
Ásványvíz company, which is famous for Szentkirályi of national bottled water trademarks.
and Theodora brands [25].
After having analyzed the trends of bottled water
consumption in Europe the next step is to study the
Ukrainian consumers of this beverage and compare
their behavior with European ones.

3.2 Bottled water consumption in Ukraine and its

comparison with Europe
During the last years Ukraine has been showing a
slight growth of bottled water drinking [26, 27]. As Ma-
riia Voloshyna, Ukrainian marketer, states [3], there are
five main factors that have an impact on the demand
for bottled water:
1. Trend for a healthy lifestyle. Figure 5. Types of soft drinks preferred by
survey participants from Ukraine
2. Ecologic situation within the region. (Source: authors’ compilation)
3. Changes in mineral water manufacturers’ advertis-
ing budgets. Like in Europe, bottled mineral water is mostly pre-
4. Production capacities improvement and develop- ferred by Ukrainians aged 26 and older, whereas
ment. younger Ukrainians are fond of lemonade and cola. As
for packaged juice, there are no surveyed Europeans
5. Expansion of the company into new markets within
opting for this beverage, but among 14% of surveyed
the country or abroad.
Ukrainians it is the most favorite one, and half of those
representatives are currently living abroad.
In addition to this, according to Euromonitor report,
Furthermore, 37.8% of Ukrainian respondents consume
due to very poor quality of tap water [5], Ukrainians are
more than 10 L of bottled water per capita in a month.
forced to search for alternative sources of hydration
However, that survey was focused only on the regions
[28]. This results in a constantly growing demand for
with the largest bottled water consumption rates, and
bottled water. Furthermore, at the moment there are
as Euromonitor states, the all-Ukrainian bottled water
approximately 500 mineral springs in Ukraine, and 80
consumption per capita is far below the regional aver-
of them are used by for curative purposes [3]. All these
age [28]. For many years Ukraine has been showing a
issues provide an opportunity for Ukrainian bottled
low bottled water consumption level, although in the
water market growth.
last years this indicator has been growing [26, 27]. To
To obtain a clear overview on the customers’ tastes evaluate the place of Ukraine in mineral water drinking
and perceptions it was decided to encourage Ukrai- in details it is essential to estimate the differences of
nians to participate in the online survey. However, the this indicator per capita between the regions (Table 1).

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Journal of Hygienic Engineering and Design

Table 1. Dynamics of bottled water consumption per Speaking about other aspects of consumers’ behavior,
­capita by regions in Ukraine both Europeans and Ukrainians mostly drink bottled
Consumption, L water at home. However, many Ukrainians also con-
Region
2017 2018 sume this beverage during trips and at workplaces
Kyiv City 43.8 50.5 or Universities, while very few Europeans follow this
Kyiv 23.2 26.3 trend. For example, in Germany the tap water is good
Kharkiv 22.3 26.1 [5], which leads to high rate of tap water drinking at
Odessa 19.7 25.5 above mentioned places. What is more, unlike most
Dnipropetrovsk 17.9 23.2 Europeans, 3 out of 4 Latin Americans are fond of
Zaporizhia 20.3 22.9 bottled water consumption at cafés and restaurants,
Kirovohrad 18.8 21.2 though some Italians and Spanish also drink mineral
Mykolaiv 15.0 18.2 or spring water at cafés as a part of their old traditions.
Lviv 15.2 17.5 Furthermore, a vital feature is a comparison of the
Zhytomyr 12.6 13.5 reasons for bottled water drinking among Ukrainians
Poltava 11.5 13.5 and Europeans. Although most Ukrainian survey par-
Kherson 11.5 13.1 ticipants are the local residents, 16.7% of them are cur-
Ivano-Frankivsk 10.1 12.9 rently living abroad, including the countries like China
Chernihiv 10.4 11.4 and the USA, which do not form the target group in
Cherkasy 9.9 10.5 this case. So, in order to focus on bottled water con-
Sumy 8.4 8.9 sumption in Ukraine it would be more rational to con-
Vinnytsia 6.5 8.2 centrate exclusively on respondents that live within
Khmelnytsky 6.7 8.2 the country and to compare Ukrainian consumers’ be-
Transcarpathian 6.1 7.7 havior with European ones (Figure 6).
Volyn 6.0 7.6
Rivne 5.9 7.5
Donetsk 4.8 5.8
Ternopil 4.9 5.8
Chernivtsi 4.4 5.0
Luhansk 1.8 2.2
Source: State Statistics Service of Ukraine [26, 27].

According to State Statistics Service of Ukraine, the av-

erage yearly bottled water consumption per capita in-
creased from 12.7 L in 2017 to 14.9 L in 2018, where Kyiv
city has been highly dominating in this issue [26, 27]. At
the end of 2018 it was fixed that the average resident of
Ukrainian capital was drinking 50.5 L of bottled water
during the year [27], and, according to the data obtained
Figure 6. Reasons for bottled water consumption
from the online survey, by the end of the 1st quarter of
among Europeans and Ukrainians
2020 this indicator has grown up to 63.3 L per capita. (Source: authors’ compilation)
As Marko Tkachuk, the head of IDS Borjomi Ukraine, ex-
plains, Kyiv is much more developed in mineral water According to the data obtained from the survey, both
drinking than other regions due to being a wealthier Ukrainians and Europeans, 93.3% and 64.7% respec-
city in terms of income, because in general the solven- tively, select bottled water mainly to quench the thirst.
cy of Ukrainians is pretty low compared to Europeans, Moreover, there are 26.7% of Ukrainians living in Kyiv
and capital residents have a higher level of education, city, Kyiv region and Kharkiv region together who
which also influences consumption behavior [29]. This drink mineral water for medical purposes, which is not
trend takes its place since many Ukrainian youngsters typical of Europeans, and this is the 2nd most popu-
opt for higher education of good quality, and the ma- lar aim of consumption of this beverage after thirst
jority of local prestigious Universities are located in quenching. Such trend is the result of Ukraine’s lucky
Kyiv. In comparison with Ukraine, Top European market geographical location as today there are 80 out of 500
leaders (Italy, Germany, Belgium and France) together Ukrainian mineral springs used for medical reasons [3],
show the annual bottled water consumption of nearly and the ones located near the Carpathians are the best
160 L per capita on average [6, 7, 8, and 11], and the EU across the former USSR, because they are full of various
in general displays 109.9 L per capita [2]. This means curative properties and produce the largest volume of
that Ukraine has a weak bottled water drinking culture. mineral water [4].

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 Journal of Hygienic Engineering and Design

One of the most popular Ukrainian mineral springs water is the favorite soft beverage among most Ukrai-
is situated near the city of Morshyn in Lviv region, nians aged 26 and above, though such perception is
which is famous for its bottled water brand, Morshy- observed among Europeans as well. Furthermore, the
nska. Among the survey participants 61.3% of the tastes and preferences of Ukrainians and Europeans
residents of Ukraine who drink bottled water select concerning water selection are mostly the same. In ad-
namely Morshynska. The reasons why they opt for this dition to this, Ukraine’s tap water has very low quality,
water are its taste as well as ability to quench thirst but there are nearly 500 mineral water springs with
and provide an invigorating effect thanks to calcium, curative properties. These factors promote the oppor-
magnesium, and other useful substances. As for Kyiv tunities for bottled water consumption development
city, 44.4% of its residents prefer Morshynska, which in Ukraine.
is followed by Borjomi (22.2%). Both these brands are
- Next step is to use the data presented in this article
run by IDS Borjomi Ukraine, and this company is the
so as to forecast the bottled water consumption in
national bottled water market leader [29]. Though Bor-
Ukraine and Europe in the next 3 years as well as to
jomi is a non-Ukrainian trademark of natural sparkling
help the enterprises produce, promote and distribute
water as it is extracted from springs at the mountain-
this beverage to make it available for the appropriate
ous landscape of Georgia, Ukrainians like it for lack of
target groups in the right amount.
acidic taste and rich range of minerals that provide
therapeutic effect [30]. In addition to this, Morshyns-
ka remains favorite bottled water brand among some
5. References
Ukrainians currently living in the USA and China.
[1] Statista. (2019). Non-Alcoholic Drinks Worldwide. Statista.
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concerned about the problem of how severe the im- non-alcoholic-drinks/worldwide. Accessed 24 February
pact on the environment caused by plastic is, including 2020.
carbon dioxide emissions and ocean contamination, [2] Deffis J-P., Fosselard P. (2020). Natural Mineral & Spring
and Ukrainians are no exception [12]. To reduce the Waters. The Natural choice for hydration. European
negative effect of plastic in February 2020 IDS Borjomi Federation of Bottled Waters.
Ukraine introduced the new bottle design of Morshy- <URL:  https://www.efbw.org/fileadmin/user_upload/
nska water, which looks more stylish and contains 15% documents/Publications/EFBW_Industry_Report_in-
less plastic than the previous bottle form, and to mark teractive_web_PDF_version_final.pdf. Accessed 7
this innovation the Morshynska logotype was also March 2020.
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the water offered under this trademark also became Market in 2016 (in Ukrainian).
<URL: https://koloro.ua/ua/blog/issledovaniya/analiz-ryn-
available in aluminum cans, which is the innovation in
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strategy is to reduce the usage of plastic and thus to
[4] Nazarenko V. O., Yudycheva O. P., Zhuk V. A. (2012).
raise the number of bottled water consumers, and es-
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unusual things. [5] Lauren J. (2019). Tap Water Safety Information for
European Countries.
<URL:  https://www.tripsavvy.com/tap-water-in-europe­­
4. Conclusions -3150039. Accessed 7 March 2020.
[6] Coppola D. (2018). Per capita consumption of packaged
- Taking everything into consideration, during the last
water in Italy from 2010 to 2017. Statista.
decade the demand for bottled water has been in- <URL: https://www.statista.com/statistics/620252/pac­
creasing around the world, and EFBW claims that Eu- kaged-­water-consumption-in-italy-per-capita/.
rope is the region with the largest volume of bottled Accessed 26 February 2020.
water drinking per capita. Nowadays European bottled [7] Wunsch N-G. (2019). Annual per capita consumption of
water consumption is driven by Italy, which is followed packaged water in Germany from 2010 to 2017. Statista.
by Germany, and for both these countries such trend is <URL:  https://www.statista.com/statistics/696768/pack-
a result of national traditions. However, Croatia shows aged-water-per-capita-consumption-in-germany/.
much more passive bottled water consumers’ behavior Accessed 26 February 2020
due to high quality of tap water and massive anti-plas- [8] Wunsch N-G. (2019). Annual per capita consumption of
tic campaign. packaged water in Belgium from 2010 to 2017. Statista.
<URL: https://www.statista.com/statistics/696758/pac­
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ter consumption is very poor due to a lower solvency of Accessed 26 February 2020
its residents and weaker bottled water drinking culture
in comparison with Europe. On the other hand, bottled

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