Public Perception of Tap Water Chlorinous Flavor

The objective of this work was to understand public perceptions about chlorinous tastes, tap water quality, and how perceptions impact customer choices with respect to tap water alternatives such as bottled water and point of-use/point-of-entry treatment devices (POU/POEs). Earlier studies indicated that the leading cause of consumer dissatisfaction with tap water quality is the occurrence of chlorinous taste and odors. Customers' sensitivities to chlorine tastes and its effect on their perceptions about safety and health risks seem to depend on location and culture. It is difficult for utility managers to know if they have a problem with chlorinous taste and odor or how to address it. The project approach focused on identifying public perceptions about chlorinous tastes and how it affects people's decisions to use tap water alternatives. The researchers summarized existing literature data on chlorinous tastes in tap water analyzed chlorinous taste and odor perceptions demographically and geographically on a national and international scale and then compared consumers' objective chlorinous taste thresholds to their subjective opinions analyzed how these sensory characteristics influence customers' perceptions of water quality and health risks identified how well utility managers understand their customers' perceptions of water quality, particularly chlorinous flavors developed recommendations This statistically-sound body of knowledge describing the current state of public perception of tap water chlorinous flavors can help utility managers and other water industry professionals understand the general trends and driving forces for consumer dissatisfaction and subsequent purchasing decisions with respect to this parameter. It also highlights some possible misconceptions the water treatment professionals might have as to the extent of chlorinous flavor problems and how they might best be solved.