A combination of environmental backlash and a weak economy is causing consumers to say no to disposable plastic water bottles and instead turn to the their taps. Though amount of money spent on bottled water increased by 12 per cent last year, Beverage Digest found it to be the slowest growth rate of any year since the 1990s.

As consumers look for ways to cut costs amid rising fuel and food prices, bottled water seems to be an easy luxury to get rid of, especially since free tap water is so easily accessible and could save hundreds, possibly thousands, of dollars each year. Tap water costs about 14 cents for a day's worth of water compared to the $4- to nearly $7 cost per day of bottled water (depending on the brand).

Coca-Cola is already reporting the weak economy is responsible for declining sales of their bottled water and soda products, while one beverage analyst claims it is also environmental awareness that is contributing to less usage of plastic bottles.

The recent Tappening campaign worked to promote tap water to consumers on the basis that it is clean, safe and obviously more environmentally-conscious than hitting the bottle. Since last November the company has also sold over 200,000 reusable hard plastic and stainless steel bottles. Meanwhile companies like Brita who specialize in purification systems, have experienced significant volume and sales growth in the past couple of months.

Cities are also getting in on the action. Chicago implemented a five-cent tax on plastic water bottles at the beginning of the year, while San Francisco has eliminated deliveries of plastic water jugs used in offices, choosing to install filters and bottle-less dispenses, as well as banning city employees from purchasing disposable bottles using municipal funds.

» MSNBC Environment