The United States is the largest consumer market for bottled water in the world, followed by Mexico, China, and Brazil. In 1975, Americans rarely drank bottled water—just one gallon of bottled water per person per year on average. By 2005, it had grown to ~26 gallons (98.5 L) per person per year. In 2008, U.S. bottled water sales topped for 28.9% of the U.S. liquid refreshment beverage market, exceeding sales of all other beverages except carbonated soft drinks, followed by fruit juices and sports drinks. By 2011, this number had risen to 9.1 billion gallons. In 2017, the single-serve water sales totaled $24.1 billion. Americans drink of bottled water per capita per year. From 1970 (16 brands) over 1998 (50 brands) to 2012 (195 brands), the number of mineral water brands in the U.S. has grown exponentially. Sources About 25% of U.S. bottled water sold is purified municipal water according to a four-year study by the Natural Resources Defense Council (NRDC). Both Aquafina from PepsiCo and Dasani from The Coca-Cola Company originate from municipal water systems. However, according to the FDA, about 75 percent of bottled water sold in the U.S. comes from other sources, including "natural underground sources, which include rivers, lakes, springs and artesian wells." Federal regulations also require that the standard of identity be noted on the bottle label. Marketing Strategies Water, which is a free resource, has become a commodity due to bottled water selling. The images in bottled water ads are usually filled with natural landscapes and words like “pure,” “pristine,” and “natural” which help promote a positive image of bottled water. The marketing strategies used for bottled water are very important because they help drive the market and promote the idea that bottled water is better than tap water. There are waters marketed towards athletes, children, and even the “special needs of women.” Many brands for children’s water advertise blue bottles for boys and pink bottles for girls. They even go as far as making specific water for pets. Not only are water bottle brands marketed specifically for certain groups of people, but they also make health claims. Several brands now say they add in “nutraceuticals” along with vitamins and minerals. Companies are also selling water with nicotine, aspirin, caffeine in them. Regulation Bottled water is regulated by the Food & Drug Administration according to standards of identity, standards of quality and good manufacturing