In 2011, bottled water sales are estimated at $12.1 billion, which is 3.1% growth in dollar sales over 2010. The market is beleaguered with a number of issues including attrition from some of the key consumer groups such as blacks, Hispanics, and teens; growth of cheaper-priced private label bottled water; consumer criticism of the industrys high carbon footprints; and consumer unwillingness to drink high-calorie enhanced/flavored water. Nevertheless, there are some bright spots in the market such as sparkling water, which offers health-conscious consumers a low/no-calorie option over soda; water sourced from a natural source; and low/no-calorie enhanced/flavored bottled water.
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