Swedes feel they are the most environmentally friendly among Nordics

A new survey from SodaStream ahead of World Water Day on March 22 shows that eight out of ten Swedes feel they have a sustainable and environmentally friendly lifestyle. A less sustainable alternative is to buy bottled water in stores, something that two out of five Swedes still do regularly. However, one in three consumers has a bad climate conscience when they buy a water bottle, and the most affected by this are women.

?Water is an important natural resource to protect and a sustainability issue that affects us all. The Nordic countries belong to the top league when it comes to which countries have the world's best tap water, but despite this many Nordics sometimes buy bottled water in stores. ?A new Kantar Public survey conducted on behalf of SodaStream ahead of World Water Day has taken a closer look at both Swedes' and other Nordic countries' bubble water habits.

Swedes mainly buy a bottle of carbonated water on the go

The most common reason why Swedes buy carbonated water in bottles is that they are on the go and buy a bottle on the go (25%). Norwegians, on the other hand, state to a greater extent that it is because it is good (27%) and Finns buy a bottle because they like carbonated water better than tap water (26%). Danes buy mainly because they like carbonated water but lack the ability to bubble at home themselves (30%).

Women are more likely to have a bad climate conscience

Six out of ten Swedes buy carbonated bottled water in stores once a few times a week or a month. When asked if it happens that you get a guilty conscience when it comes to the climate when you have bought carbonated bottled water in stores, there are big differences between men and women: eight out of ten men answer no, while the corresponding figure among women is five out of ten. In the age group of Swedish 18–29-year-olds, one in ten men report that they have had a guilty conscience a few times, while the corresponding figure among women in the same age category is three out of ten.?

"Here in the Nordic region, we can really be proud of the good quality of our tap water. Clean water is both a societal issue and a climate issue, and we ?cannot take it for granted that we should always have access to fresh and healthy water right out of the tap. By saving water and protecting the environment, we will go a long way – for example, by bubbling the water ourselves at home. It is good, simple and a more environmentally friendly alternative instead of buying bottled water in stores," says Mats Ajpe, Marketing Manager at SodaStream Nordics.?

Price a decisive factor

Half of Norwegians and Finns would consider refraining from buying bottled carbonated water if the price is too high. Price is also the decisive factor for Swedes – two out of five would abstain if the bottle of carbonated water cost too much. Furthermore, Swedes seem to be to a slightly higher degree more environmentally oriented than their Nordic neighbors as almost a third respond that they could consider abstaining because plastic bottles are bad for the environment. One in four Swedes also state that they would consider giving up because the transport of plastic bottles is bad for the environment. Danes respond to a greater extent than other countries that nothing could make them refrain from buying carbonated water in bottles.

Sustainability is important to us in the Nordic region

When it comes to recycling and depositing, we in the Nordic countries get a gold star – 85 percent of Northerners would never throw a PET bottle in the garbage instead of recycling. For Swedes, the corresponding figure is nine out of ten. Finally, Swedes feel that they are the most environmentally friendly of the Northerners. The Swedish public responds to a greater extent than other Nordic countries that they have a sustainable and environmentally friendly lifestyle (82%).

About the survey:

The survey was conducted by Kantar Public on behalf of SodaStream. It is based on 4074 interviews with the Swedish, Norwegian, Finnish and Danish public. The data collection was carried out in randomly recruited panels in all four Nordic countries between 30 January – 14 February 2023.

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For more information, please contact:

Petra Strandberg

Nordic Brand Manager

SodaStream Nordics

[email protected]