Study #: 4132 | Published: 04/2021 | Pages: 100 | Individual User License: US$ 2,900

US demand for point-of-use (POU) consumer water treatment systems is forecast to rise 3.9% annually to $1.1 billion in 2024. Advances will be supported by:

  • increased consumer awareness of potential drinking water contaminants
  • the relatively low cost and ease-of-installation of POU systems compared to whole-house systems, making them a more desirable entry-level purchase
  • expanding capabilities of available water treatment systems
  • growth in new housing construction and existing home sales, as some under-the-sink POU systems are installed during construction or soon after a home purchase

POU System Sales Surge Nearly 10% in 2020 Amid COVID-19 Pandemic

Sales of POU water filtration systems rose rapidly in 2020. Many consumers spent 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 more accessible to first-time users of water treatment, but higher value under-the-sink systems also performed well due to growth in new housing construction and existing home sales. While this bump is expected to cause demand growth to slow through 2025, the market is expected to remain elevated, boosting long-term gains in replacement and in most advanced filtration equipment.

Consumer Awareness of Water Issues Remains a Key Factor for 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. News stories in recent years, such as those covering lead contamination, have reinforced potential issues with water quality, and have spurred demand gains for water treatment products. 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. 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.

Technology Innovation Continues to Expand Penetration of POU Systems

Market growth will be bolstered by technological advances in the ability of POU systems to remove contaminants, which is facilitated by the use of higher value filters as well as multistage systems that feature multiple filters that must be replaced regularly. These innovations boost system sales values and create recurring revenues for suppliers.

In addition, a number of other technological innovations are being implemented into POU systems to increase their functionality and ease of use, such as smart technology, Wi-Fi/Bluetooth capability, and electronic indicators that help consumers monitor consumables. For instance, the PUR Bluetooth Ultimate Faucet Filtration System allows monitoring via smartphone to track filter life and water consumption. Such advances will both increase value gains and promote better maintenance and consumable replacement habits among consumers.


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Table of Contents

1. Executive Summary

2. About This Report

Report Details

Scope & Product Description

3. Impact of COVID-19 Pandemic

Overview

Impact on the Economy

Impact on the POU Consumer Water Treatment Industry

4. Overview

Historical Market Trends

Demand by Technology

Demand by Region

Pricing Trends

Global Outlook

5. Systems

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 POU Systems

Product Description

Demand by Technology

Demand by Region

Suppliers

6. Factors Impacting Water Treatment Demand

Trends in Household Water Sources

Competition from Bottled Water

Technological Innovations

Smart Technology

Wi-Fi & Bluetooth Capability

Electronic Indicators

Sustainability

7. 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

8. Key Suppliers & Industry Structure

Industry Composition

Market Share

Mergers & Acquisitions

9. 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

3. Impact of COVID-19 Pandemic

Table 3-1 | Macroeconomic Indicators, 2019 - 2022 (billion 2012 dollars)

Table 3-2 | Annual Point-of-Use Consumer Water Treatment Demand by Technology, 2019 - 2021 (million dollars)

Table 3-3 | | Annual Point-of-Use Consumer Water Treatment Demand by Product, 2019 - 2021 (million dollars)

4. Overview

Table 4-1 | Point-of-Use Consumer Water Treatment System Demand, 2009 - 2019 (million dollars)

Table 4-2 | Point-of-Use Consumer Water Treatment System Demand by Technology, 2009 - 2029 (thousand units & million dollars)

Table 4-3 | Point-of-Use Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)

Table 4-4 | Point-of-Use Consumer Water Treatment System Pricing by Product, 2009 - 2029 (dollars per unit)

5. Systems

Table 5-1 | Point-of-Use Consumer Water Treatment System Demand by Type, 2009 - 2029 (thousand units & million dollars)

Table 5-2 | Under-the-Sink Consumer Water Treatment System Demand by Technology, 2009 - 2029 (thousand units & million dollars)

Table 5-3 | Under-the-Sink Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)

Table 5-4 | Selected Under-the-Sink Product Offerings

Table 5-5 | Countertop Consumer Water Treatment System Demand by Technology, 2009 - 2029 (thousand units & million dollars)

Table 5-6 | Countertop Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)

Table 5-7 | Selected Countertop Product Offerings

Table 5-8 | Faucet-Mounted Consumer Water Treatment System Demand, 2009 - 2029 (thousand units & million dollars)

Table 5-9 | Faucet-Mounted Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)

Table 5-10 | Flow-Through Consumer Water Treatment System Demand, 2009 - 2029 (thousand units & million dollars)

Table 5-11 | Flow-Through Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)

Table 5-12 | Other Point-of-Use System Types: Key Characteristics

Table 5-13 | Other Point-of-Use Consumer Water Treatment System Demand by Technology, 2009 - 2029 (thousand units & million dollars)

Table 5-14 | Other Point-of-Use Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)

6. Factors Impacting Water Treatment Demand

Table 6-1 | Water Source by Household, 2009 - 2029 (million households)

Table 6-2 | Bottled Water Production & Water Treatment System Demand, 2009 - 2029 (billion gallons & thousand units)

7. Consumer Insights

Table 7-1 | Environmental Attitude Trends, 2015 - 2020 (percentage of population)

8. Key Suppliers & Industry Structure

Table 8-1 | Selected Mergers & Acquisitions

9. Appendix

Table 9-1 | Study Scope: US Geographic Regions & Subregions

Table 9-2 | Relevant Industry Codes

Table 9-3 | Relevant HS Codes

Table 9-4 | Macroeconomic Indicators, 2009 - 2029 (billion 2012 dollars)

Table 9-5 | Population & Households, 2009 - 2029 (million persons)

Table 9-6 | Residential Building Construction Expenditures, 2009 - 2029 (billion dollars & billion 2012 dollars)

Table 9-7 | Residential Improvement & Repair Expenditures, 2009 - 2029 (billion dollars & billion 2012 dollars)

Table 9-8 | Housing Stock by Type, 2009 - 2029 (million units)

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

Table 9-10 | Personal Consumption Expenditures, 2009 - 2029 (billion dollars)

Table 9-11 | Beverage Production, 2009 - 2029 (billion gallons)


List of Figures

1. Executive Summary

Figure 1-1 | Point-of-Use Consumer Water Treatment System Market Outlook

3. Impact of COVID-19 Pandemic

Figure 3-1 | Real GDP by Economic Sector, 2019 - 2022 (% annual change)

Figure 3-2 | Point-of-Use Consumer Water Treatment System Value Demand Growth, 2018 - 2024 (percent annual change)

4. Overview

Figure 4-1 | Point-of-Use Consumer Water Treatment System Demand, 2004 - 2019 (million dollars)

Figure 4-2 | Point-of-Use Consumer Water Treatment System Demand by Technology, 2009 - 2029 (million dollars)

Figure 4-3 | Point-of-Use Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)

Figure 4-4 | Point-of-Use Consumer Water Treatment System Pricing, 2009 - 2029 (dollars per unit)

5. Systems

Figure 5-1 | Point-of-Use Consumer Water Treatment Demand by Type, 2009 - 2029 (million dollars)

Figure 5-2 | Under-the-Sink Product Example: iSpring Water Systems

Figure 5-3 | Countertop Water Treatment System Types: Product Examples

Figure 5-4 | Faucet-Mounted Systems: Product Example

Figure 5-5 | Faucet-Mounted Consumer Water Treatment System Market Share by Company, 2019 (million dollars)

Figure 5-6 | Flow-Through Systems: Product Example

Figure 5-7 | Flow-Through Consumer Water Treatment System Market Share by Company, 2019 (million dollars)

Figure 5-8 | LifeStraw Product Example

6. Factors Impacting Water Treatment Demand

Figure 6-1 | Electronic Indicators: Product Example

7. Consumer Insights

Figure 7-1 | Where Consumers Report Getting Their Home Water by Rural vs. Urban Setting, 2020 (% of total respondents)

Figure 7-2 | "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)

8. Key Suppliers & Industry Structure

Figure 8-1 | Point-of-Use Consumer Water Treatment System Market Share by Company, 2019 (million dollars)

9. Appendix


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