Research released by International Bottled Water Association (IBWA) finds 71  percent of US adults named bottled water among their most preferred beverages, indicating continued strong demand for the packaged fast-moving consumer good. 

Label converters take note:  The survey also found 70 percent of respondents say they are more likely to buy a product in a container made from recycled plastic than one made without recycled plastic.

Eighty-five percent agree that making new bottles from recycled material is better for the environment than using new material. 

In the same IBWA announcement revealing the study’s findings but separately from the study, IBWA cited preliminary 2026 sales data projecting that bottled water would lead US beverage sales by volume for an 11th consecutive year. 

The poll also explored what consumers would choose if plain bottled water were unavailable away from home. Among bottled water drinkers, 62 percent say they would most likely select another packaged beverage, while 25 percent would choose tap water.

The Harris Poll conducted the online survey Sept. 21-23 among 2,078 US adults ages 18 and older. The sample included 1,456 respondents who named still or sparkling bottled water among their most preferred beverages — the group identified in the release as bottled water drinkers.