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As a kid, your parents are always telling you to drink more of it. In your 20s you down one between cocktails to stave off a hangover. As you get older you notice dry skin, under-eye circles and headaches creeping up when you don't get enough of it. Gym rats carry around huge jugs of it, models swear by it as an essential piece of their beauty routine and a lack of it may just be the reason behind your daily afternoon slump.

Some groups have sought to frame drinking water issues as a "bottled water versus tap water debate" and that confuses consumers. Consumers are not uniformly replacing their public drinking water with bottled water; rather they are choosing bottled water over the other beverages available at the store and home.