As Quoted In Water Technology Magazine
Growth will be driven in developed markets by systems that improve water taste and smell, while gains in developing areas will be driven by rising awareness of water contamination.
World demand to rise more than 12% annually through 2017
Global demand for consumer water treatment systems is projected to increase at a more than 12 percent annual pace to $13.4 billion in 2017. Ongoing economic improvement in several key geographic markets through 2017 will boost gains as the industry recovers from the global recession of 2009 and subsequent restrained home construction activity. In developed markets, publicly treated water is widely available and generally of high quality so consumers often purchase water treatment systems to improve aesthetic traits such as the taste and smell. Sales of systems in developed markets are expected to grow at a healthy pace but far below developing market gains. Sales of home water treatment systems in developing areas are driven by rising awareness of water contamination, coupled with consumer education about water treatment technologies and access to several types of systems. In these countries, water quality is poor, supplies are stressed, and public treatment infrastructure is insufficient.
POU systems predominate in developed areas
In developed areas, urban residents, who are generally on public water lines and receive pre-treated water, more commonly purchase point-of-use (POU) systems that improve the taste or smell of water or higher value systems that remove contaminants not regulated by public water authorities. Wealthier consumers have driven sales of multi-technology systems in recent years, including systems configured in free-standing, wall-mounted, and countertop models that use multiple advanced treatment technologies. A growing number of these higher value systems also have specialty features that heat or chill the water, and sometimes make ice or add flavors. Such systems are particularly popular in places such as Japan and South Korea, where water treatment systems are more widely viewed as an appliance rather than simply a functional attachment to the plumbing system. However, the rural residents of these developed areas are more likely to be using private, untreated water, so they are key consumers of high level water treatment systems, particularly point-of-entry (POE) models that treat all the water coming into a home.
In developing markets, advances for home water treatment systems will be boosted as consumers replace habits that are deeply and often culturally ingrained. For instance, in many parts of the world with unreliable water quality, residents routinely boil their water before drinking; furthermore, in a number of these countries, residents buy drinking water in bottles, jugs, or large containers from an outside source. The increasing availability of low-cost entry level models will also spur sales in developing areas.
This study analyzes the $7.5 billion world consumer water treatment system industry. It presents historical demand data with forecasts for 2017 and 2022 by type (point-of-entry, point-of-use), aftermarket component, technology (e.g., conventional filtration, membrane separation), world region, and for 21 countries.
The study also considers market environment factors, details industry structure, evaluates company market share and profiles 39 industry participants, including Alticor, BRITA GmbH and Clorox.