Study #: 3855 | Published: 03/2021 | Pages: 211 | Individual User License: US$ 4,900

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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