The consumer backlash against expensive, bottled water is gathering momentum, according to two related studies this week which reveal that more of us are content with that plain old, dirt cheap stuff that comes straight out of a tap. First of all, the UK’s restaurant-goers overwhelmingly prefer to choose tap water over bottled, according to a brand new survey issued to tie in with UN World Water Day 2009, which fell on 22 March.

The research, commissioned by international charity, WaterAid reveals that tap water is the preferred choice for 63% of people when they dine out. Over 23.5 million people prefer to order tap water with their meals rather than bottled. Yet despite this, one in four people surveyed said they have felt pressured to order bottled water when dining out.

More and more UK restaurants are offering tap water to diners as standard, which is already the norm in the US. But you still often have to ask for it – with the associated embarrassment that can cause. WaterAid’s drinking water survey also shows that women are more likely to choose tap water, while men are more inclined to have bottled water with their meal. And where people live also seems to make a difference – people in Greater London and Scotland are the most likely to choose bottled water, whereas those dining out in the South East and East Anglia are happy with a good old jug of tap.

The popularity of bottled water soared in the 1990s and the early 2000s, but is now s-o-o-o yesterday, according to figures from market research company TNS. Last year the on-going year-on-year increase in sales was halted and sales actually fell by 9%. The Guardian has highlighted what an expensive and unnecessary adornment bottled water is, even singling out Bling H2O – in frosted glass bottles adorned with Swarowski crystals and a mere snip at $55 a bottle – as the ultimate eco-unfriendly product. Tap water costs around 0.1p a litre at home. Surely it’s a no-brainer?

Which do you drink – bottled or tap? Which restaurants would you single out for their refreshing attitude to offering tap water, and which are still swimming against the consumer current?

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