Observe a crowd of people, and it is easy to identify several fashion trends within a few minutes. However, it takes longer to recognize a trend within a trend. One such trendy microcosm is the carrying of reusable water bottles and the specific brands that rise into and fall out of popularity. As in all things, young
people seek to tell the world a little bit about themselves through their chosen beverage receptacle. This publication looks at some examples and seeks to connect the popularity of reusable water bottles with the sustainability movement they represent and the trend cycles they are inherently part of.
Why Reuse?
Reusable water bottles are a $9 billion industry world wide. However, the reasons for reusable bottle popularity vary depending on the region. For example, in India, low cost compared to disposable water bottles is the driving force behind the growth of the reusable bottle market. On the other hand, in the U.S. reusable bottles are so popular because of a social push to use sustainable products, and brands taking advantage of the national culture of consumerism.
There are many variations on the water bottle that change the functionality. But all serve essentially the same purpose: on the go hydration from the tap.
One has a straw and is insulated; good, perhaps, for long distance driving. The other has a large open mouth to drink from and no insulation, likely better suited to physical activity where a greater volume of water is needed and room temperature is preferred.
Gimmick or Utility?
When the design of an object is already very functional and familiar in the mind of the consumer, how do you stand out?
Owala is one of the fastest growing water bottle brands on American shelves. They chose to appeal to the attitude that if you can have more, why wouldn’t you?
Owala designed a bottle with both a chug spout and a straw to appeal to users who need dual functionality. Realistically though, they gained popularity because of their distinct color combinations and modern body design.
Accessorizing an Accessory
Some people use stickers to curate the “vibe” they want to project. Silly images, inspirational quotes, and elegant artwork all may find their way onto a water bottle. Some view bottle stickering as carefully a curated visual experience, while others use them as bulletin boards with overlapping stickers, obviously water damaged images, and a general disregard for theming.
Others choose an already themed bottle to achieve the same “vibe” projection. Some have national park themes, university branding, or cute illustrated animals. Others, like the bottle shown above, are decorated with a beloved childhood character to express a sense of whimsy, youth, and nostalgia.
In addition to stickers, it’s not uncommon to see water bottles decorated with charms or straw toppers. These contribute to the “vibe curation” and often echo the owner’s personal sense of style.
I wouldn’t call that a bottle...
There is a subset of the water bottle trend that involves insulated cups rather than bottles. The main difference here is that these
vessels aren’t sealed or leak proof and they often are meant for coffee or other hot drinks rather than cold water. These are more common in environments where there isn’t much movement required; for example, an office, a car, or at home.
Not surprisingly, younger Americans are drinking more water than ever before as a result of the reusable water bottle boom. More and more public spaces are making it easy to refill bottles while out of the house, and water has become the preferred beverage for both teenagers and adults, even beating out soda.
The age group that drinks the most water overall per person is 3050 year olds. While trendy water bottles may be more important to younger people, 50-56% of Millennials and Gen-X use a reusable bottle or cup of some kind - they just care less about the brand. Bottled water and tap water are nearly tied for amount of consumption across all age groups.
The Original
Nalgene water bottles like this one were the first trendy reusable bottle. They became popular among hikers and other outdoorsy people in the 70s because they were large, leak-proof, and sustainable. Nalgenes have remained popular with their original audience through the decades.
Loved Yet Abandoned
This bottle was discovered abandoned atop a public trash can.
This person made the effort to accessorize their accessory, and yet it was still replaceable enough to leave out for anyone to take/ destroy/dispose of.
Despite its sustainable intentions the bottle became waste due to negligence anyway.
Loved and loved further
This bottle is hand painted by the owners friends . It is designed to match her roller derby name, Cherry bomb.
The owner loves the bottle and the owner is shown love through the bottle in turn.
Objects do hold sentimental value and water bottles are no exception. For many people, bottle brand loyalty comes from a place of familiarity and sentimentality.
BYOB
Even at events where drinks are served and water is readily available, many choose to bring their own water bottles anyway. The phrase “Emotional support water bottle” is sort of a joke, but not really. These bottles do genuinely provide a sense of comfort and consistency in an unfamiliar setting.
How much better could it be?
When it comes to sustainability, reusable bottles are generally the better option, however it takes somewhere between 20-50 uses to offset the carbon it takes to make it, depending on the material.. Likewise, it requires around 500 uses to beat a disposable bottle in all environmental impacts.
Where do they go?
There is another piece of the puzzle here, which is how reusable bottles are disposed of. Oftentimes metal bottles are difficult to recycle because they are made of multiple different metals. On the other hand, plastic is the easiest to recycle, but still only around 30% of plastic bottles actually make it to a reusable recycling center. This comes down to consumers not really caring about where their waste actually ends up. Even if they bought the bottle to be more sustainable in the first place.
Not really into bottles?
Metal or plastic are, of course, not our only options for materials, nor are bottles the only sustainable solution for out of home hydration.
This glass pitcher and ceramic mug combo is admittedly less portable than a bottle, but it serves the same purpose. This user is also demonstrating the use of a themed vessel as well as accessories.
Clearly, hydration and self expression can work in tandem regardless of vessel preferences or aesthetics.
Sources
Fisher, O. (2024, February 17). A detailed timeline of the popularity of reusable water bottles. Spoon University. https://spoonuniversity.com/ lifestyle/a-detailed-timeline-of-the-popularity-of-reusable-waterbottles/
Grand View Research. (n.d.). Reusable Water Bottle Market Size: Industry Report, 2030. Reusable Water Bottle Market Size | Industry Report, 2030. https://www.grandviewresearch.com/industry-analysis/ reusable-water-bottle-market
Liew, K. (2020, June 8). Stuff versus stuff: Which water bottle?. Stuff versus Stuff: Which water bottle? | MIT Sustainability. https://sustainability.mit. edu/article/stuff-versus-stuff-which-water-bottle
Morris, E. (2023, September 27). Reusable bottles aren’t just accessories. Sustainability. https://sustainability.usc.edu/2023/09/27/reusablebottles-arent-just-accessories/#:~:text=Using%20a%20reusable%20 water%20bottle,120%20single%2Duse%20bottles%20annually.
Pace, M. (n.d.). Important plastic water bottle stats. aquasana.com. https:// www.aquasana.com/info/important-plastic-water-bottle-stats-pd. html#:~:text=Reusable%20Bottle%20Purchases%20by%20Age,and%20 Baby%20Boomers%20with%2046%25.
USAFacts Team. (2023, July 11). How have Americans’ drinking habits changed? USAFacts. https://usafacts.org/data-projects/beverages
White, O. (2024, June 17). A definitive timeline of every trendy water bottle. VinePair. https://vinepair.com/articles/trending-water-bottletimeline-infographic/
