Study #: 4133 | Published: 04/2021 | Pages: 84 | Individual User License: US$ 2,900

US demand for consumer water filtration systems is forecast to rise 3.7% per year to $955 million in 2024. Growth will be supported by:

  • increased consumer awareness of potential drinking water contaminants
  • expanding capabilities of available water filtration systems, including systems that remove more contaminants
  • growth in new housing construction and existing home sales, as whole-house systems and some higher value POU systems (such as under-the-sink types) are often installed during construction or after a purchase

Stay-At-Home Orders Amid COVID-19 Pandemic Spur Nearly 9% Growth in 2020

Sales of water filtration systems rose 8.8% in 2020, spurred by consumers spending more time at home because of the COVID-19 pandemic, which led to them drinking their own tap water more frequently and therefore investing in their water quality. While this trend spurred growth for all consumer water treatment system technologies, water filtration systems – which are found in systems ranging from POU flow-through units to whole-house systems – benefited from their dominant market position. Low-cost POU systems saw especially rapid gains, as they are accessible to first-time users of water treatment. However, POE system sales also fared well as housing completions and existing home sales ended the year better than expected. Through 2021, it is expected that demand for POU systems will remain elevated and POE systems will continue to show gains.

Product Development Is Boosting Recurring Sales of Replacement Water Filters

A number of product developments are helping consumer water filtration suppliers boost recurring revenues through the sale of more or higher value replacement filters, including:

  • development of higher value filters that remove more contaminants
  • multistage systems that feature more filters that must be replaced regularly
  • electronic indicators that notify users when to replace/refill filters

Strong anticipated sales growth in such POU systems as flow-through, faucet-mounted, and water bottles will support replacement filter demand, as filters in these units tend to have shorter lifespans. Demand will also be supported by the introduction of filters that last longer and can remove more contaminants – qualities that increase their price point and aid in value gains. However, the longer lifespans of these filters limit the frequency of replacement purchases, hindering faster growth in unit sales.

Conventional Filtration Faces Increasing Competition from Higher Value Alternatives

Filtration products dominate the consumer water treatment system market, but they are generally considered to be more entry-level products. Existing equipment owners may look to upgrade and replace older filtration systems with new water treatment products that are more efficient or that offer a more comprehensive set of treatment technologies. As a greater segment of the population becomes familiar with water treatment options, more consumers are turning to higher value, more advanced systems such as reverse osmosis (RO), other membrane technologies, and ultraviolet (UV) disinfection. Although from a lower base, these high-end technologies will continue to gain share of the water treatment market from conventional filtration products through 2024.


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Table of Contents

1. Executive Summary

2. Impact of COVID-19 Pandemic

Overview

Impact on the Economy

Impact on the Consumer Water Filtration Industry

3. About This Report

Report Details

Study Scope & Product Description

4. Overview

Historical Market Trends

Unit & Pricing Trends

Demand by Type

Activated Carbon Filters

Mechanical Filters

Demand by System (Whole-House or Point-of-Use)

Demand by Region

Competitive Products

Replacement Water Filters

Product Description

Units & Value Outlook

Global Perspective

5. Factors Impacting Water Treatment Demand

Trends in Household Water Sources

Competition from Bottled Water

Technological Innovations

Smart Technology

Wi-Fi & Bluetooth Capability

Electronic Indicators

Brand Awareness & Extension

Sustainability Initiatives

6. Consumer Insights

Why Consumers Treat their Water

Home Water Sources

Consumer Perceptions of Tap Water Quality

Impact of Negative Media about Water Quality

Environmental Attitudes

7. Key Suppliers & Market Share

Industry Composition

Market Share

Mergers & Acquisitions

8. Appendix

Scope

Definitions

Freedonia Methodology

Study-Specific Methodology

Sources

Associations & Agencies

Related Studies & Reports

Macroeconomic Assumptions

Economic Environment

Demographic Trends

Residential Building Construction

Residential Improvements & Repairs

Housing Stock

Housing Completions

Consumer Spending

Beverage Production


List of Tables

2. Impact of COVID-19 Pandemic

Table 2-1 | Macroeconomic Indicators, 2019 - 2022 (billion 2012 dollars)

Table 2-2 | Annual Consumer Water Filtration System Demand by System Type, 2019 - 2021 (million dollars)

4. Overview

Table 4-1 | Consumer Water Filtration System Demand, 2009 - 2019 (million dollars)

Table 4-2 | Consumer Water Filtration System Pricing by Product, 2009 - 2029 (dollars per unit)

Table 4-3 | Consumer Water Filtration System Demand by Type, 2009 - 2029 (million dollars)

Table 4-4 | Consumer Activated Carbon Filter Demand by System Type, 2009 - 2029 (million dollars)

Table 4-5 | Consumer Mechanical Filter Demand by System Type, 2009 - 2029 (million dollars)

Table 4-6 | Consumer Water Filtration Demand by System, 2009 - 2029 (million dollars)

Table 4-7 | Consumer Water Filtration System Demand by Region, 2009 - 2029 (million dollars)

Table 4-8 | Consumer Replacement Water Filter Demand, 2009 - 2029 (million dollars & million units)

5. Factors Impacting Water Treatment Demand

Table 5-1 | Water Source by Household, 2009 - 2029 (million households)

Table 5-2 | Bottled Water Production & Water Treatment System Demand, 2009 - 2029 (billion gallons & thousand units)

6. Consumer Insights

Table 6-1 | Environmental Attitude Trends, 2015 - 2020 (percentage of population)

7. Key Suppliers & Market Share

Table 7-1 | Selected Mergers & Acquisitions

8. Appendix

Table 8-1 | Study Scope: US Geographic Regions & Subregions

Table 8-2 | Relevant Industry Codes

Table 8-3 | Relevant HS Codes

Table 8-4 | Macroeconomic Indicators, 2009 - 2029 (billion 2012 dollars)

Table 8-5 | Population & Households, 2009 - 2029 (million persons)

Table 8-6 | Residential Building Construction Expenditures, 2009 - 2029 (billion dollars & billion 2012 dollars)

Table 8-7 | Residential Improvement & Repair Expenditures, 2009 - 2029 (billion dollars & billion 2012 dollars)

Table 8-8 | Housing Stock by Type, 2009 - 2029 (million units)

Table 8-9 | New Housing Indicators, 2009 - 2029 (thousand units)

Table 8-10 | Personal Consumption Expenditures, 2009 - 2029 (billion dollars)

Table 8-11 | Beverage Production, 2009 - 2029 (billion gallons)


List of Figures

1. Executive Summary

Figure 1-1 | Consumer Water Filtration Market

2. Impact of COVID-19 Pandemic

Figure 2-1 | Real GDP by Economic Sector, 2019 - 2022 (% annual change)

Figure 2-2 | Annual Consumer Water Filtration System Demand Growth, 2018 - 2024 (% annual change)

3. About This Report

Figure 3-1 | Conventional Filtration: Product Example

4. Overview

Figure 4-1 | Consumer Water Filtration System Demand, 2004 - 2019 (million dollars)

Figure 4-2 | Consumer Water Filtration System Pricing, 2009 - 2029 (dollars per unit)

Figure 4-3 | Consumer Water Filtration System Demand by Type, 2009 - 2029 (million dollars)

Figure 4-4 | Consumer Activated Carbon Filter Demand by System Type, 2009 - 2029 (million dollars)

Figure 4-5 | Consumer Mechanical Filter Demand by System Type, 2009 - 2029 (million dollars)

Figure 4-6 | Consumer Water Filtration Demand by System, 2009 - 2029 (million dollars)

Figure 4-7 | Comparative Growth: Consumer Water Filtration & Competitive Products, 2019 - 2024 (% CAGR)

Figure 4-8 | Replacement Water Filters: Product Example

5. Factors Impacting Water Treatment Demand

Figure 5-1 | Electronic Indicators: Product Example

Figure 5-2 | Brita PRO Product Example

6. Consumer Insights

Figure 6-1 | Where Consumers Report Getting Their Home Water by Rural vs. Urban Setting, 2020 (% of total respondents)

Figure 6-2 | "On a Scale of 1 to 5, With 1 Being the Worst & 5 the Best, How Would You Rank the Tap Water in Your Area?", 2020 (% of total respondents)

7. Key Suppliers & Market Share

Figure 7-1 | Conventional Consumer Water Filtration System Market Share by Company, 2019 (million dollars)

8. Appendix


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