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The market for bottled water may be drying up. Despite massive discounting, brands like Aquafina and Poland Spring are experiencing a sales drought unlike any the category has ever seen.
After almost a decade of triple and then double-digit growth, sales volume grew less than 1% for the first half of the year, per Beverage Digest, Bedford Hills, N.Y.
The chief culprit: the economy. Shoppers are less interested in paying for a product that they can get for free.
A secondary reason is that green-minded consumers have become active in railing against buying plastic bottles in bulk because many will end up in landfills.
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