In this blog post, we’ll explore why people have come to choose bottled water even amid advances in science and technology, examining the underlying shifts in psychology and values.
The Growth of the Bottled Water Market and Changing Perceptions of Water
Through phrases like “Drink 2 liters of water a day for your health” and “Drink 8 glasses of water a day,” the importance of water intake for health has now become common knowledge. As science and technology have advanced and living standards have improved, people’s focus, which had previously been on convenience, has gradually shifted toward health. This shift has led to a “well-being” culture that prioritizes healthy diets and eating habits, which in turn has expanded into the habit of drinking healthy water. As interest in water quality and safety—which had previously been largely overlooked—has grown, the amount of water consumed has naturally increased, and the markets for water purifiers and bottled water have continued to expand.
Today, the main ways people consume water include using water purifiers, drinking tap water, and purchasing bottled water. Recently, while the water purifier market has entered a mature phase, the bottled water market continues to show steady growth. The domestic bottled water market has expanded significantly throughout the 2020s, and bottled water has become one of the most readily available beverages in daily life. If you look around, you’re more likely to see people carrying bottles of various brands of bottled water than those carrying water from a water purifier, and interest in premium and imported bottled water continues to grow steadily. So why do people choose bottled water over tap water or water from a water purifier?
Scientific Safety and Consumer Psychology
Tap water in South Korea—including “Arisu,” supplied by the Seoul Metropolitan Government—meets strict water quality standards and maintains its safety through continuous management and testing. It is also evaluated as suitable for drinking by international standards. Nevertheless, many people choose water from water purifiers or bottled water rather than drinking tap water directly. Reasons people give for not drinking tap water directly include “I’m worried there might be impurities,” “It smells or tastes bad,” or “I just feel vaguely uneasy.” However, results from multiple blind taste tests have shown that a significant number of participants rated the taste of tap water positively. This demonstrates that people’s perceived anxiety does not necessarily align with objective quality.
Even though the safety of tap water has been sufficiently proven through scientific verification, people still choose bottled water. Concerns that the quality of water—which is safe when it leaves the treatment plant—may change as it passes through aging pipes or internal building plumbing may play a role. However, the more fundamental reason lies in the fact that human choices cannot be explained by scientific facts alone. While the fact that tap water is safe is objective information, drinking it directly is a matter directly related to one’s health, so people prioritize caution over rationality. Ultimately, people’s choices are influenced not only by scientific facts but also by psychological reassurance and trust.
This phenomenon can also be observed in past controversies surrounding MSG (monosodium glutamate). Although numerous studies have confirmed that MSG is safe at typical consumption levels, some consumers still harbor reservations about it, and food companies are launching products that take this into account. People are influenced not only by scientific findings but also by social climate, personal experience, stories from those around them, and vague anxieties. In other words, the decision to choose bottled water over tap water is driven not only by objective facts but also by psychological factors.
An Era of Choosing Values and Preferences Over Technological Convenience
The phenomenon of slowing growth in the water purifier market and the expansion of the bottled water market carries a different significance than that of tap water. Technological advancements have historically been aimed at making people’s lives more convenient, and water purifiers have similarly reduced the hassle of seeking out public water sources or boiling water, allowing people to drink clean water at any time. In South Korea, in particular, the rapid spread of home water purifier rental services beginning in the late 1990s made it easy for many people to access clean water.
Buying bottled water also has its conveniences. This is because there is no need to carry a water bottle around and search for a public water dispenser to fill it, nor is there any need to worry about the hygiene of public water dispensers. However, the convenience of having access to clean water at any time at home or in the office remains a major advantage of water purifiers. Nevertheless, consumers today do not base their choices solely on convenience. Factors such as taste—which water purifiers cannot provide—brand image, portability, and premium value are having a greater influence on consumer choices. In South Korea, too, numerous bottled water brands have emerged, each emphasizing different mineral compositions or the characteristics of their source water, and the high-end premium bottled water market is also growing steadily.
These changes are, to some extent, aligned with the recent spread of the DIY (Do It Yourself) culture. An increasing number of people are moving away from simply consuming products manufactured in automated factories and instead value the experience of creating something themselves by investing time and effort. We have entered an era where consumption can no longer be explained by efficiency and convenience alone. People now place greater importance on their own tastes, values, and satisfaction than on the objective convenience provided by technology.
In the past, rapid scientific and technological advancement was the most important driving force behind changes in daily life. However, in modern society, we have come to consider the environmental impact of technology and its effects on human nature as well. Policies aimed at achieving carbon neutrality and reducing carbon emissions are being promoted to address environmental issues arising from industrial development. While advances in digital technology have made it possible to communicate anytime and anywhere, they have also given rise to new social problems, such as smartphone overdependence and a decline in face-to-face communication. Consequently, people are making efforts to strike a balance, such as intentionally reducing their use of digital devices or increasing the time spent meeting and talking in person. Thus, humans do not expect science and technology to replace all values.
Just over a decade ago, drinking water was not a major concern for people. Today, however, the criteria for choosing water are not determined solely by scientific facts or technological convenience. People make choices based on the values and preferences they hold dear, as well as a sense of psychological satisfaction that is difficult to explain through science and technology alone. That is why many people today still choose bottled water, and this consumption goes beyond the simple purchase of water to serve as an example of modern values and consumer culture.
