Consumers Concerns Over Impurities In Drinking Water

(18/10/2006)

The Institution Of Civil Engineers has suggested recycling sewage water could be an answer to water shortages. However, research by Aqua Optima reveals that a majority of consumers are largely unaware of impurities in their tap water - but once made aware of the presence of chlorine, lead, herbicides, pesticides and other 'nasties' - most decide to invest in home filtration.

This follows statistics published earlier this year by industry watchdog, The Drinking Water Inspectorate, that revealed that over three and a half million litres of water a day fails minimum quality standards (based on typical usage of 150 litres per person per day). The DWI's annual report also highlighted that although levels of lead were falling in the UK, new European standards due to be enforced by 2013 will present a complex challenge for the industry - and that in addition to lead, high levels of iron and nickel still persisted in some parts of the country.

Many water companies still endure complaints from consumers concerned that drinking their tap water might make them ill. Dirty and cloudy water was cited as the biggest cause for concern - with the South East and East of England water companies receiving hundreds of complaints annually.

Such variable consumer confidence in tap water coincides with Aqua Optima's research that found that a desire for 'purer water' now outranks other more traditional benefits associated with water filtration such as taste and clarity. And, with regard to general water consumption, Aqua Optima's focus groups found that 60% of people consumed most of their daily water in-take through hot drinks not cold - and yet many thought that 'boiling' removed any traces of chemicals and metals.

All of this comes at a time when what we consume in general is increasingly being scrutinised. Concerns over high levels of salt, fats, sugars, additives, colourings and GM treatments means many customers now actively 'read the label' on the products they purchase, making informed choices based on what's best for their health and wellbeing. However, our tap water doesn't come with an ingredients label and, although well regulated, the presence of impurities in drinking water is something many consumers are still ignorant of.

In response to this, and working in partnership with leading manufacturers, Aqua Optima has developed a new range of filter kettles and cold jugs that remove high levels of impurities including up to 70% of lead and 80% of chlorine (which can cause an unpleasant smell and cloudiness). Further, Aqua Optima's patented 'fast flow' design means that the kettles not only filter tap water quickly but also allows for filtering and boiling simultaneously. This means on average an Aqua Optima kettle can filter and boil a litre of water in around two and a half minutes.

The new kettles featuring Aqua Optima are widely available from high street retailers including Comet, Argos, Robert Dyas and Wilkinson. And there's a model to fit ever budget and lifestyle - from the compact Kenwood WK300 (£24.99), the feature packed Russell Hobbs Purity (£39.99) and the contemporary stainless steel Sabichi (£29.99). Aqua Optima cartridges, that perform consistently for 30 days, are available in Argos, AO kettle stockists and online.

Related categories:  Water filters and softeners   Water treatment