by Peter Kusnic
March 29, 2021
Retail sales of water treatment systems and consumables soared in 2020 due in large part to the trickle-down effects of stay-at-home orders amid the COVID-19 pandemic:
The market for consumer water treatment systems saw particularly strong gains in 2020, growing 8.2% from 2019:
What’s in store for the water treatment market as the pandemic recedes? Below are some key trends to watch through 2024 as identified by Freedonia Group analysts.
Through 2024, retail sales of water treatment systems and related consumables is forecast to rise 3.4% annually to $4.5 billion, with rising consumer awareness of potential drinking water contaminants among the key drivers of market growth.
According to the Freedonia Group’s National Online Consumer Survey, slightly more than half of US consumers consider their water quality to be only average or worse, which provides a significant market opportunity for suppliers going forward:
As consumer water filtration products penetrate more households, 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.
A number of product developments are helping suppliers boost recurring revenues through the sale of more or higher value consumables, including:
Despite their low average prices, consumables generally account for the majority of demand – 61% of the total in 2019 – as they are purchased on a more consistent and frequent basis that treatment systems.
However, some innovations can also counteract sales of consumables. For example, newer water softeners that function more efficiently will potentially reduce salt usage.
Brand awareness and extension are important competitive strategies in the consumer water treatment market. Consumers put trust in brand names that have a strong reputation and are often more likely to lean toward those companies’ product offerings in the future.
As such, suppliers of consumer water treatment systems are increasingly extending their brands to new products, building on their company’s reputation in adjacent product categories. For example, two of the brands that are synonymous with drinking water filtration – Brita and PUR – have taken steps to license their brands to many products:
In addition to advances in water treatment technologies themselves, a number of other technological innovations are being implemented to increase the functionality and ease of use of treatment systems. These advances will both increase value gains and promote better maintenance and consumable replacement habits among consumers. Some of these advances include systems with:
In particular, smart technology is becoming more prevalent in consumer water treatment products as this technology can enable products to automatically adjust their performance based on changing environmental conditions (such as increases and decreases in water use or contaminants). For example:
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About the Author:
Peter Kusnic is a Content Writer with The Freedonia Group, where he researches and writes studies focused on an array of industries.
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