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We are what we eat, and what we drink as well, in aproportion of 70-80%. Many of us choose, in gratitude and as a tradition, to bring water from the spring that was made by our great grandfathers. Others likes the water from the well, that is in the shade of a cherry tree in front of the house, because it belongs to them and they are sure that it is good for drinking and clean. But more and more, especially those from the city, consume bottled drinking water. Magenta Consulting, decided to find out more about Moldovans preferences regarding the bottled drinking water.

Few, but many buy bottled water.

A study shows that during warm season, about every third Moldovan buy bottled water at least 1-3 times a week. For the cold season, their number is reduced to about 10 p.p - (23%).

Returning to hot months, 14% of people buy bottled water daily and 19% buy 1-2 times per month. If we analyze respondents' answers for cold season, we see that number of Moldovans who buy bottled water daily decreases about 3 times compared to hot season.

Frequency of purchase of (mineral or plain) bottled water during the year,(%)

During warm seaseon of the year (May-September), men, those from urban area, from central region of Moldova, buy water from the store – once a day, they are the most frequent. Approximately every fifth Moldovan aged between16 and 40 years old, buy bottled water daily, this rate decreases with the age. Also, it can be noticed that half of people who have income of 10.000-15.000 lei per family buy bottled waterdaily. Moldovans with lower income choose to purchase bottled water from 1 to 3 times a week. When the time is cooler, bottled water is bought once a day also by men, Moldovans from the city and those who are between 22 and 25 years old. The rate of daily purchase is decreasing as compared to the rate with frequency of 1-2 times a week.

Frequency of purchase of (mineral or plain) bottled water during the year, socio-demographic characteristics,%

Moldovans prefer drinking water in doses of 1.5 liters.

Both summer and winter most Moldovans are buying bottled water in quantities of 1.5l,namely - about 40% during the warm season and 30% during the cold season. Bottled water in other quantities is bought by a fewer number of Moldovans, the rate being no more than 10%.

During warm season May-September, the water in bottles of one and half liters is bought equally by men and women. Also, unmarried Moldovans, those from urban area, those aged between 22 and 25 years old and those living in Southern Moldova buy frequently bottles of 1.5 liters of water. During cold months of the year, from October to April, water bottles of 1.5l are bought by women, by those who live in the city and those who are aged between 22 and 25 years.

Quantity of (mineral or plain) water bought at one purchase during the year, (%)

Therefore, even if during cold season, 42% of Moldovans do not go to store for drinking water, in the summer their number is considerably decreasing, up to 28%. At the same time, the study identified that the most of those who are consuming bottled water are urban young people.

Methodology: The survey was carried out by Magenta Consulting on a sample of 1129 persons. The data from this survey are representative at national level and have an error margin of ±3% with a confidence interval of 95%. The data were collected in the period 22 September - 8 October, 2015