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Demand for consumer water treatment systems and related consumables is expected to grow 3.4% per year through 2024 to $4.5 billion, supported by:
- increased consumer awareness of potential drinking water contaminants
- expanding capabilities of available water treatment systems
- growth in new housing construction and existing home sales, as whole-house systems are often installed during construction or after a purchase
Stay-At-Home Orders Helped Spike Market Growth in 2020
Retail sales of water filtration systems rose rapidly 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. 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.
Looking forward to 2021, it is expected that demand for POU system will remain elevated and POE systems will continue to show gains.
Consumer Awareness of Water Issues Remains a Key Factor for Future Growth
According to The Freedonia Group National Online Consumer Survey, slightly more than half of consumers consider their water quality to be only average or worse, which provides a significant market opportunity for suppliers going forward. As consumers continue to become more aware of the contaminants and/or aesthetic flaws of their water, more will seek out water treatment systems or upgraded versions of these systems. While news stories in recent years, such as those covering lead contamination, have spurred demand gains for suppliers, continued efforts to educate consumers will drive additional market penetration.
Moreover, marketing efforts that improve consumer understanding of the available products and their capabilities will help suppliers differentiate themselves from the competition, particularly as more products are introduced into the marketplace.
Product Development Is Increasing Recurring Revenues for Suppliers
A number of product developments are helping suppliers boost recurring revenues through the sale of more or higher value consumables, 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 consumables
However, some innovations can also counteract sales of consumables. For example, newer water softeners that function more efficiently will potentially reduce salt usage.
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Table of Contents
1. Executive Summary
2. Impact of COVID-19 Pandemic
Overview
Impact on the Consumer Water Treatment Industry
3. Overview
Study Scope
Historical Trends
Total Consumer Water Treatment Spending (Systems & Consumables)
Demand by Treatment Technology
Treatment Technology Comparison
Demand by System Type (Whole-House vs Point-of-Use)
Pricing Trends
4. Factors Impacting Water Treatment Demand
Trends in Household Water Sources
Competition from Bottled Water
Technological Innovations
Smart Technology
Wi-Fi & Bluetooth Capability
Electronic Indicators
Programmable Systems
Brand Awareness & Extension
Sustainability Initiatives
Regulations
Safe Drinking Water Act
Microbial & Disinfection Byproducts Rules
Reduction of Lead in Drinking Water Act
Local Regulation of Water Softeners
Quality Control Organizations
5. 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
6. Conventional Water Filtration
Scope & Product Description
Unit & Pricing Trends
Demand by System Type
Product Types
Demand by Type
Activated Carbon Filters
Mechanical Filters
Demand by Region
Market Share & Key Suppliers
7. Ion Exchange Systems
Scope & Product Description
Unit & Pricing Trends
Demand by Region
Market Share & Key Suppliers
8. Membrane Systems (Reverse Osmosis & Ultrafiltration)
Scope & Product Description
Unit & Pricing Trends
Demand by System Type
Product Types
Demand by Type
Reverse Osmosis
Ultrafiltration & Other Membrane Systems
Demand by Region
Market Share & Key Suppliers
9. Distillation Systems
Scope & Product Description
Unit & Pricing Trends
Demand by System Type
Demand by Region
10. Niche Water Treatment Technologies
Demand by Technology
Demand Outlook
Magnetic & Deionizing
Ultraviolet
Ozone
Demand by System Type
Demand by Region
Key Suppliers
11. Whole-House Consumer Water Treatment Systems
Product Description & Growth Factors
Demand by System Type
Point-of-Entry (POE) Water Treatment Systems
Product Description
Demand by Technology
Demand by Region
Suppliers
Water Conditioners
Product Description
Demand by Technology
Demand by Region
Suppliers
Whole-House System Market Share
12. Point-of-Use (POU) Consumer Water Treatment Systems
Scope & Product Description
Demand by System Type
Under-the-Sink Systems
Product Description
Demand by Technology
Demand by Region
Suppliers
Countertop Systems
Product Description
Demand by Technology
Demand by Region
Suppliers
Faucet-Mounted Systems
Product Description
Demand by Technology
Demand by Region
Market Share & Key Suppliers
Flow-Through Systems
Product Description
Demand by Technology
Demand by Region
Market Share & Key Suppliers
Other Point-of-Use Systems
Product Description
Demand by Technology
Demand by Region
Suppliers
Point-of-Use Water Treatment Market Share
13. Water Treatment Consumables
Scope & Product Description
Demand by Product
Replacement Water Filters
Product Description
Units & Value Outlook
Water Softener Salt
Product Description
Units & Value Outlook
Replacement Membranes
Product Description
Units & Value Outlook
Water Treatment Consumables Market Share
14. Regional Trends
Demand by Region
Northeast
Overview
New England
Middle Atlantic
Midwest
Overview
East North Central
West North Central
South
Overview
South Atlantic
East South Central
West South Central
West
Overview
Mountain
Pacific
15. Key Suppliers & Market Share
Industry Composition
Market Share
Mergers & Acquisitions
List of Industry Participants
16. Appendix
Scope
Definitions
Abbreviations
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 | Annual Consumer Water Treatment Demand by Technology, 2019 - 2021 (million dollars)
Table 2-2 | Annual Consumer Water Treatment Demand by System Type, 2019 - 2021 (million dollars)
3. Overview
Table 3-1 | Consumer Water Treatment Demand, 2009 - 2019 (million dollars)
Table 3-2 | Total Consumer Water Treatment Demand: Systems & Consumables, 2009 - 2029 (million dollars)
Table 3-3 | Consumer Water Treatment System Demand by Technology, 2009 - 2029 (thousand units & million dollars)
Table 3-4 | Water Treatment Technology Comparison: Cost, Effectiveness, & Common Uses
Table 3-5 | Consumer Water Treatment System Demand by System Type, 2009 - 2029 (million dollars & thousand units)
Table 3-6 | Whole-House vs Point-of-Use Consumer Water Treatment System Comparison
Table 3-7 | Consumer Water Treatment System Prices, 2009 - 2029 (dollars per unit)
4. Factors Impacting Water Treatment Demand
Table 4-1 | Water Source by Household, 2009 - 2029 (million households)
Table 4-2 | Bottled Water Production & Water Treatment System Demand, 2009 - 2029 (billion gallons & thousand units)
5. Consumer Insights
Table 5-1 | "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?" by Rural vs. Urban Setting, 2020 (% of total respondents)
Table 5-2 | Opinions on Water Quality at Home & Away from Home, by Gender & Age, 2020 (% of total respondents)
Table 5-3 | Environmental Attitude Trends (percentage of population)
6. Conventional Water Filtration
Table 6-1 | Conventional Filtration-Based Consumer Water Treatment System Demand, 2009 - 2029 (thousand units & million dollars)
Table 6-2 | Conventional Filtration-Based Consumer Water Treatment System Demand by System Type, 2009 - 2029 (million dollars)
Table 6-3 | Conventional Filtration Consumer Water Treatment System Demand by Product Type, 2009 - 2029 (million dollars)
Table 6-4 | Conventional Filtration Consumer Water Treatment Demand by Region, 2009 - 2029 (million dollars)
7. Ion Exchange Systems
Table 7-1 | Ion Exchange-Based Consumer Water Treatment System Demand, 2009 - 2029 (thousand units & million dollars)
Table 7-2 | Ion Exchange Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)
8. Membrane Systems (Reverse Osmosis & Ultrafiltration)
Table 8-1 | Reverse Osmosis vs Ultrafiltration
Table 8-2 | Membrane-Based Consumer Water Treatment System Demand, 2009 - 2029 (thousand units & million dollars)
Table 8-3 | Membrane-Based Consumer Water Treatment System Demand by System Type, 2009 - 2029 (million dollars)
Table 8-4 | Membrane-Based Consumer Water Treatment System Demand by Product Type, 2009 - 2029 (million dollars)
Table 8-5 | Membrane-Based Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)
9. Distillation Systems
Table 9-1 | Distillation-Based Consumer Water Treatment System Demand, 2009 - 2029 (thousand units & million dollars)
Table 9-2 | Distillation-Based Consumer Water Treatment System Demand by System Type, 2009 - 2029 (million dollars)
Table 9-3 | Distillation-Based Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)
10. Niche Water Treatment Technologies
Table 10-1 | Niche Consumer Water Treatment System Demand by Technology, 2009 - 2029 (thousand units & million dollars)
Table 10-2 | Niche Consumer Water Treatment System Demand by System Type, 2009 - 2029 (million dollars)
Table 10-3 | Niche Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)
11. Whole-House Consumer Water Treatment Systems
Table 11-1 | Whole-House Consumer Water Treatment System Demand by Type, 2009 - 2029 (thousand units & million dollars)
Table 11-2 | Point-of-Entry Consumer Water Treatment System Demand by Technology, 2009 - 2029 (thousand units & million dollars)
Table 11-3 | Point-of-Entry Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)
Table 11-4 | Selected POE Product Offerings
Table 11-5 | Water Conditional Types: Advantages & Disadvantages
Table 11-6 | Consumer Water Conditioner Demand by Technology, 2009 - 2029 (thousand units & million dollars)
Table 11-7 | Consumer Water Conditioner System Demand by Region, 2009 - 2029 (million dollars)
Table 11-8 | Selected Water Softening & Scale Reduction Product Offerings
12. Point-of-Use (POU) Consumer Water Treatment Systems
Table 12-1 | Point-of-Use Consumer Water Treatment System Demand by Type, 2009 - 2029 (thousand units & million dollars)
Table 12-2 | Under-the-Sink Consumer Water Treatment System Demand by Technology, 2009 - 2029 (thousand units & million dollars)
Table 12-3 | Under-the-Sink Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)
Table 12-4 | Selected Under-the-Sink Product Offerings
Table 12-5 | Countertop Consumer Water Treatment System Demand by Technology, 2009 - 2029 (thousand units & million dollars)
Table 12-6 | Countertop Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)
Table 12-7 | Selected Countertop Product Offerings
Table 12-8 | Faucet-Mounted Consumer Water Treatment System Demand, 2009 - 2029 (thousand units & million dollars)
Table 12-9 | Faucet-Mounted Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)
Table 12-10 | Flow-Through Consumer Water Treatment System Demand, 2009 - 2029 (thousand units & million dollars)
Table 12-11 | Flow-Through Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)
Table 12-12 | Other Point-of-Use System Types: Key Characteristics
Table 12-13 | Other Point-of-Use Consumer Water Treatment System Demand, 2009 - 2029 (thousand units & million dollars)
Table 12-14 | Other Point-of-Use Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)
13. Water Treatment Consumables
Table 13-1 | Consumer Water Treatment System Consumable Demand by Type, 2009 - 2029 (million dollars)
Table 13-2 | Replacement Consumer Water Filter Demand, 2009 - 2029 (million units & million dollars)
Table 13-3 | Consumer Water Softening Salt Demand, 2009 - 2029 (thousand 40-lb bags & million dollars)
Table 13-4 | Replacement Consumer Membrane Demand, 2009 - 2029 (thousand units & million dollars)
14. Regional Trends
Table 14-1 | Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)
Table 14-2 | Consumer Water Treatment Regional Trends Overview
Table 14-3 | Northeast Consumer Water Treatment System Demand by Subregion & Type, 2009 - 2029 (million dollars)
Table 14-4 | Midwest Consumer Water Treatment System Demand by Subregion & Type, 2009 - 2029 (million dollars)
Table 14-5 | South Consumer Water Treatment System Demand by Subregion & Type, 2009 - 2029 (million dollars)
Table 14-6 | West Consumer Water Treatment System Demand by Subregion & Type, 2009 - 2029 (million dollars)
15. Key Suppliers & Market Share
Table 15-1 | Selected US Consumer Water Treatment System & Consumable Sales by Company, 2019 (million dollars)
Table 15-2 | Selected Mergers & Acquisitions
Table 15-3 | Selected Industry Participants
16. Appendix
Table 16-1 | Study Scope: US Geographic Regions & Subregions
Table 16-2 | Relevant Industry Codes
Table 16-3 | Relevant HS Codes
Table 16-4 | Abbreviations & Acronyms Used in Study
Table 16-5 | Macroeconomic Indicators, 2009 - 2029 (billion 2012 dollars)
Table 16-6 | Population & Households, 2009 - 2029 (million persons)
Table 16-7 | Residential Building Construction Expenditures, 2009 - 2029 (billion dollars & billion 2012 dollars)
Table 16-8 | Residential Improvement & Repair Expenditures, 2009 - 2029 (billion dollars & billion 2012 dollars)
Table 16-9 | Housing Stock by Type, 2009 - 2029 (million units)
Table 16-10 | New Housing Indicators, 2009 - 2029 (thousand units)
Table 16-11 | Personal Consumption Expenditures, 2009 - 2029 (billion dollars)
Table 16-12 | Beverage Production, 2009 - 2029 (billion gallons)
List of Figures
1. Executive Summary
Figure 1-1 | US Consumer Water Treatment Systems Market
2. Impact of COVID-19 Pandemic
Figure 2-1 | Consumer Water Treatment System Demand Annual Growth, 2018 - 2024 (percent annual change)
3. Overview
Figure 3-1 | Consumer Water Treatment Demand, 2004 - 2019 (million dollars)
Figure 3-2 | Total Consumer Water Treatment Demand: Systems & Consumables, 2009 - 2029 (million dollars)
Figure 3-3 | Consumer Water Treatment System Value & Volume Demand Share by Treatment Technology, 2019 (million dollars & thousand units)
Figure 3-4 | Consumer Water Treatment System Prices, 2009 - 2029 (dollars per unit)
4. Factors Impacting Water Treatment Demand
Figure 4-1 | Electronic Indicators: Product Example
Figure 4-2 | Programmable Systems: Product Example
Figure 4-3 | Brita PRO Product Example
5. Consumer Insights
Figure 5-1 | Where Consumers Report Getting Their Home Water by Rural vs. Urban Setting, 2020 (% of total respondents; respondents could select more than one option)
Figure 5-2 | "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)
Figure 5-3 | Opinions on Water Quality at Home & Away from Home, 2020 (% of total respondents)
6. Conventional Water Filtration
Figure 6-1 | Conventional Filtration: Product Example
Figure 6-2 | Conventional Consumer Water Filtration System Market Share by Company, 2019 (million dollars)
7. Ion Exchange Systems
Figure 7-1 | Ion Exchange Consumer Water Treatment Systems: Product Examples
Figure 7-2 | Ion Exchange Consumer Water Treatment System Market Share by Company, 2019 (million dollars)
8. Membrane Systems (Reverse Osmosis & Ultrafiltration)
Figure 8-1 | Membrane-Based Consumer Water Treatment Systems: Product Examples
Figure 8-2 | Membrane-Based Consumer Water Treatment System Market Share by Company, 2019 (million dollars)
9. Distillation Systems
Figure 9-1 | Distillation-Based Consumer Water Treatment Systems: Product Example
11. Whole-House Consumer Water Treatment Systems
Figure 11-1 | Whole-House Consumer Water Treatment System Demand by Type, 2009 - 2029 (million dollars)
Figure 11-2 | Point-of-Entry (POE) Water Treatment Systems: Product Example
Figure 11-3 | Point-of-Entry Consumer Water Treatment System Demand by Technology, 2009 - 2029 (million dollars)
Figure 11-4 | Whole-House Consumer Water Treatment System Market Share by Company, 2019 (million dollars)
12. Point-of-Use (POU) Consumer Water Treatment Systems
Figure 12-1 | Point-of-Use Consumer Water Treatment System Demand by Type, 2009 - 2029 (million dollars)
Figure 12-2 | Under-the-Sink Product Example: iSpring Water Systems
Figure 12-3 | Countertop Water Treatment System Types: Product Examples
Figure 12-4 | Faucet-Mounted Systems: Product Example
Figure 12-5 | Faucet-Mounted Consumer Water Treatment System Market Share by Company, 2019 (million dollars)
Figure 12-6 | Flow-Through Systems: Product Example
Figure 12-7 | Flow-Through Consumer Water Treatment System Market Share by Company, 2019 (million dollars)
Figure 12-8 | LifeStraw Product Example
Figure 12-9 | Point-of-Use Consumer Water Treatment System Market Share by Company, 2019 (million dollars)
13. Water Treatment Consumables
Figure 13-1 | Consumer Water Treatment System Consumable Demand by Type, 2009 - 2029 (million dollars)
Figure 13-2 | Replacement Water Filters: Product Example
Figure 13-3 | Water Softener Salt: Product Example
Figure 13-4 | Replacement Membranes: Product Example
Figure 13-5 | Consumer Water Treatment Consumables Market Share by Company, 2019 (billion dollars)
14. Regional Trends
Figure 14-1 | Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)
Figure 14-2 | Northeast Consumer Water Treatment System: Market Position
Figure 14-3 | Northeast Consumer Water Treatment System Demand by Subregion, 2009 - 2029 (million dollars)
Figure 14-4 | Midwest Consumer Water Treatment System: Market Position
Figure 14-5 | Midwest Consumer Water Treatment System Demand by Subregion, 2009 - 2029 (million dollars)
Figure 14-6 | South Consumer Water Treatment System: Market Position
Figure 14-7 | South Consumer Water Treatment System Demand by Subregion, 2009 - 2029 (million dollars)
Figure 14-8 | West Consumer Water Treatment System: Market Position
Figure 14-9 | West Consumer Water Treatment System Demand by Subregion, 2009 - 2029 (million dollars)
15. Key Suppliers & Market Share
Figure 15-1 | US Consumer Water Treatment Systems & Consumables Market Share by Company, 2019 (billion dollars)
Figure 15-2 | US Consumer Water Treatment Systems Market, 2019: Leading Supplier
Figure 15-3 | US Consumer Water Treatment Systems Market, 2019: Co-Second Leading Supplier
Figure 15-4 | US Consumer Water Treatment Systems Market, 2019: Co-Second Leading Supplier
Figure 15-5 | US Consumer Water Treatment Systems Market, 2019: Fourth Leading Supplier
Figure 15-6 | US Consumer Water Treatment Systems Market, 2019: Fifth Leading Supplier
16. Appendix
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