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Paying a dollar for "pure mountain spring" water began to be the choice option, rather than standing in line to drink from the public fountain. In a short time many consumers, not just early adopters, began to buy bottled water. As bottled water moved from the classes to the masses, consumers began to be more concerned with price and questioned the worth of paying a dollar for water. This reasoning created opportunities for those who could fill consumers' need for low cost, good tasting, and clean water (while maybe still conveying a small sense of superiority.) Table 1 illustrates the size of the bottled water market in 1999 ? still only an 8% segment of the total 44...
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