Consumer Water Filtration

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Water Treatment

This study covers the United States consumer market for water filtration systems primarily designed to decrease the amount of contaminants and minerals in households’ water. Systems purchased by consumers for personal use outside of the home (e.g., during leisure activities, pleasure, work, or school) are also considered, as are consumables, such as replacement filters and membranes.

System demand numbers included in this study represent conventional filtration water treatment systems. Systems that incorporate higher-level treatment, such as reverse osmosis systems, are excluded. However, replacement filter demand includes filters sold to all system types. Replacement filter demand includes filters sold for conventional filtration systems as well as for systems with higher levels of treatment, such as those with membrane filtration.

Refrigerator water filters and pitchers are excluded because these systems are originally sold to equipment manufacturers and only the replacement units are sold to consumers.

Historical data for 2009, 2014, and 2019 and forecasts to 2024 and 2029 are provided for consumer water filtration systems demand both in units and in current dollars (which are not adjusted to account for inflation).

Key breakouts for consumer water filtration systems include filtration type, system type, and region.

Filtration types include:

activated carbon filters
mechanical filters

System types include:

whole-house, i.e., point-of-entry (POE) water purification
point-of-use (POU):
- under-the-sink
- countertop
- faucet-mounted
- flow-through
- other POU systems (e.g., atmospheric, shower and bath filters, water bottles, filter straws)

The main designation for filtration systems is the point at which treatment occurs, entry or use. Point-of-entry treatment is defined as treatment at the location where water enters the household for the first time, prior to being dispersed to the home’s faucets. Point-of-use treatment is defined as treatment at the point where water will be consumed or used for other purposes.

Consumables, including replacement water filters, are also included in this study.

Demand for consumer water treatment systems is also segmented by the following US geographic regions: Northeast, Midwest, South, and West.

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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