For decades, consumers have strived to live by the unofficial rule of drinking eight glasses of water a day. Although this mantra is well-known throughout the United States, many consumers don’t drink as much water as they should. However, that has begun to change in recent months.
Research conducted by the Natural Marketing Institute (NMI), Harleysville, Pa., shows that Americans’ consumption of water has increased by more than 68 million 8-ounce servings in less than a year. The study evaluated 60,000 U.S. adults and their average daily intake of unflavored water — including bottled, tap and filtered water — between the fourth quarter of 2013 and the second quarter of 2014.