Why Is the Bottled Water Market Crashing?

Bottled water sales

Recently a press release from the Beverage Marketing Corporation caught our eye, calling attention to a drop in bottled water's sales in the last two years after continuous growth all through the 2000s and a peak in 2007. Are the anti–bottled water/pro–tap water movements finally making a dent in bottled water's sales? Or do people just not have the cash to drop on it anymore due to the recession?

Statistic sources: Beverage Marketing Corporation; U.S. Bureau of Labor Statistics