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Most Americans Choose Their Water Brand Because of Its Natural Source — Yet Fewer Than 3 in 10 Understand What Spring Water Actually Is

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New Talker Research study of 2,000 U.S. adults reveals a striking gap between sourcing-driven brand loyalty and consumer knowledge of spring water's defining characteristics

NEW YORK - TelAve -- Natural or spring sourcing is the number one reason Americans say their preferred bottled water brand is the best, cited by 42% of brand-loyal consumers — ahead of cost (34%) and availability (33%). Yet the same study reveals that fewer than three in ten Americans correctly understand what distinguishes spring water from other water types.

The research, conducted by Talker Research on behalf of Crystal Geyser Alpine Spring Water, surveyed 2,000 U.S. adults and identified a pattern researchers are calling the Source Conviction Paradox: the documented tendency of American bottled water consumers to make brand decisions on sourcing grounds while holding significant knowledge gaps about the sourcing characteristics of the water type they prefer.

Key findings include:
  • 65% of Americans describe themselves as picky about water type
  • Only 27% know that spring water is not heavily purified or treated
  • Only 25% are aware that spring water contains natural electrolytes
  • 63% of brand-loyal consumers say they would be likely to switch brands if they were better informed about sourcing
"Our research shows that Americans care deeply about where their water comes from, not just how it tastes. In fact, 61% of respondents correctly identified that natural spring water originates from underground aquifers and flows naturally to the earth's surface, which signals a growing awareness around sourcing and why transparency matters in the bottled water category."
— Anne-Charlotte de La Porte, Vice President of Marketing, CG Roxane

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The study also found that brand loyalty built on sourcing credentials is highly susceptible to new information: 63% of the 54% of Americans who have a favourite brand say they would likely change it if they were more aware of where it was sourced, with 26% saying this is very likely.

Knowledge of spring water's specific qualities remains limited across all demographics. While 38% recognise that spring water has a distinct, crisp taste, only 27% know it is not heavily treated, 25% are aware it contains natural electrolytes, and just 16% understand that it is comparatively easy to monitor and maintain for quality control.

"Spring water comes directly from nature, which means it doesn't require heavy treatment or filtration. Because it's collected as it naturally flows to the surface, it retains naturally occurring minerals that contribute to its character. Helping consumers better understand what spring water is — and what it isn't — is an important part of building trust."
— Anne-Charlotte de La Porte, Vice President of Marketing, CG Roxane

The full study, including methodology, data tables, and interpretation, is published at:
Full study: crystalgeyserplease.com/research/americans-water-knowledge-2026-study

ABOUT CG ROXANE LLC
CG Roxane LLC is a privately held, family-owned and operated enterprise and bottled water company. Crystal Geyser® Alpine Spring Water® is the number one nationally distributed bottled spring water in the United States and is a product of CG Roxane. CG Roxane has been an environmental steward since it began operation in 1990, with the core founding principle of bottling spring water at its source.

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ABOUT TALKER RESEARCH
Talker Research is a full-service market research company specialising in survey design, fieldwork, and data analysis for earned media and content strategy. Team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR). All studies are conducted in accordance with AAPOR Transparency Initiative standards. More information: talkerresearch.com

METHODOLOGY
Talker Research surveyed 2,000 general population U.S. adults with internet access. The survey was commissioned by CG Roxane and administered online by Talker Research between March 19–23, 2026, using a random double opt-in methodology. Survey name: TLK23501145 — Not All Water Is Created Equal.

Questionnaire: talkerresearch.com/wp-content/uploads/2026/03/TR-CGRoxane-NotAllWaterIsCreatedEqual-Questions-2026.pdf
Methodology page: talkerresearch.com/methodology/

Contact
Talker Research (on behalf of CG Roxane)
***@talkerresearch.com


Source: CG Roxane
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