Table of Contents
Executive Summary
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- Top takeaways
- Market overview
- Sales surge on the wave of global pandemic
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- Figure 1: Total US sales and forecast of water filtration, at current prices, 2015-25
- Impact of COVID-19 on water filtration
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- Figure 2: Short-, medium- and long-term impact of COVID-19 on water filtration, November 2020
- Challenges and opportunities
- Price sensitivity and apathy toward category
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- Figure 3: Select barriers to purchase, August 2020
- One is a lonely number
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- Figure 4: Ownership of water filtration products, by repertoire analysis, August 2020
- Elevating value through health, safety and taste
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- Figure 5: Top three reasons for using water filtration products, August 2020
- Eco-friendly innovation
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- Figure 6: Interest in select eco-friendly products and services, August 2020
- Technology attracts young users
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- Figure 7: Interest in select smart water filtration products and services, by age, August 2020
The Market – Key Takeaways
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- Sales spike as demand surges for products to aid home, health and safety
- The impact of a recession
- Lean into taste, health and safety attributes
Market Size and Forecast
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- Pandemic has positive implications for water filtration sales
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- Figure 8: Total US sales and forecast of water filtration, at current prices, 2015-25
- Figure 9: Total US sales and forecast of water filtration, at current prices, 2015-25
- Impact of COVID-19 on water filtration
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- Figure 10: Short-, medium- and long-term impact of COVID-19 on water filtration, November 2020
- Lockdown
- Reemergence
- Recovery
- COVID-19: US context
- Learnings from the last recession
Market Factors
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- Unemployment spikes and confidence wavers as a result of pandemic
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- Figure 11: Consumer confidence and unemployment, January 2007- August 2020
- Figure 12: Unemployment and underemployment, January 2007-September 2020
- The importance of “home”
- Shifts in household size could impact category
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- Figure 13: Households by presence of own children, 2009-19
Market Opportunities
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- Taste the opportunity
- Embrace functional wellness
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- Figure 14: LifeFuels Facebook post, October 2020
- Use technology to elevate safety
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- Figure 15: LARQ Facebook posts, October 2020
Companies and Brands – Key Takeaways
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- Rising tide lifts all boats
- Leading players leaned into social media platforms to stay engaged
Market Share
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- All players show growth
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- Figure 16: MULO sales of water filtration, by company, 2019 and 2020
Competitive Strategies
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- Brita focuses on cause marketing
- ZeroWater uses social media to promote health and safety
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- Figure 17: ZeroWater Facebook post, September 2020
- Figure 18: ZeroWater Facebook posts, August 2020
The Consumer – Key Takeaways
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- Majority of adults own at least one type of water filtration product
- Mass merchandisers most shopped retailer
- Taste, safety and health are key rationales for purchase
- Cost is the most cited barrier to entry
- Online shopping is catching up to in-store purchase
- Consumers show interest in products that play into health perceptions
Ownership and Interest in Water Filtration Products
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- Majority of consumers own water filtration products
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- Figure 19: Ownership and interest in water filtration products, August 2020
- Category engagement strong among younger adults, parents
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- Figure 20: Repertoire of water filtration products owned, by age and parental status, August 2020
- Housing situation impacts ownership and interest in water filtration
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- Figure 21: Ownership and interest in water filtration products, by housing situation, August 2020
- Multicultural groups express elevated interest in water filtration products
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- Figure 22: Ownership and interest in water filtration products, by race and Hispanic origin, August 2020
Retailers Shopped
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- Convenience, price drive retailer selection
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- Figure 23: Retailers shopped, August 2020
- Retail convenience is key in attracting 25-44s
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- Figure 24: Select retailers shopped, by age, August 2020
- Parents exhibit retail diversity
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- Figure 25: Retailers shopped, by parental status, August 2020
Reasons for Using Water Filtration Products
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- Focus on enhanced taste, health to encourage usage
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- Figure 26: Reasons for using water filtration products, August 2020
- Rationales for water filtration product usage vary by age
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- Figure 27: Select reasons for using water filtration products, by age, August 2020
- Couple savings with sustainability to encourage expanding product range
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- Figure 28: Repertoire of water filtration products interested in owning, by select reasons for using water filtration products, August 2020
Barriers to Purchase
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- Price sensitivity deterrent to use
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- Figure 29: Barriers to usage, August 2020
Water Filter Shopping Behaviors and Attitudes
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- Channel source for water filtration shopping is split
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- Figure 30: Channel usage for water filtration products, August 2020
- Meet shoppers online
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- Figure 31: Channel usage for water filtration products, by age, August 2020
- Shopping for filters is routine driven
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- Figure 32: Water filter shopping behaviors and attitudes, August 2020
- Older consumers stay prepared and loyal
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- Figure 33: Select water filter shopping behaviors and attitudes, by age, August 2020
Interest in Water Filtration Products and Services
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- Users interested in innovation that ties into health
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- Figure 34: Interest in water filtration products and services, August 2020
- Younger adults look for ethical brands
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- Figure 35: Interest in select water filtration products and services, by age, August 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 36: Total US sales and forecast of water filtration, at inflation-adjusted prices, 2015-25
- Figure 37: Total US sales and forecast of water filtration, at inflation-adjusted prices, 2015-25
- Figure 38: Total US retail sales of water filtration, by channel, at current prices, 2018 and 2020
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- Figure 39: Total US retail sales of water filtration, at channel, at current prices, 2015-20
- Figure 40: US supermarket sales of water filtration, at current prices, 2015-20
- Figure 41: US sales of water filtration through other retail channels, at current prices, 2015-20
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Appendix – Companies and Brands
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- Figure 42: US multi-outlet sales of water devices, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Figure 43: US multi-outlet sales of water filters, by leading companies and brands, rolling 52 weeks 2019 and 2020
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