Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Point-of-use (POU)
- Point-of-entry (POE)
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The water filter market experiences limited growth
- Water quality the main driver for the market
- Plumbed-in systems make up majority of market
- A few players dominate the water filter market
- Advertising and promotion to consumers led by Brita and PUR
- Hardware stores, home centers, and DIY stores lead retail
- Four in ten respondents own a water filter
- Bottled water consumers represent potential growth in the market
- Specialized marketing efforts could reap benefits
- Poor water quality may lead to increased sales
- Forecast
Market Drivers
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- Water quality and associated health concerns
- Water quality by city
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- Figure 1: Water quality, by city, 2001
- Source water protection
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- Figure 2: Source water protection, by city, 2001
- Current federal administration negative for water quality, positive for filter sales
- Natural disasters positive for sales
- Heath benefits associated with increasing water consumption
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- Figure 3: Incidence of overweight and obese americans aged 18+, 1994-2002
- Population characteristics
- Race/ethnicity
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- Figure 4: American households, by race/ethnicity, 2000-10
- Income
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- Figure 5: Distribution of households, by income, 1999 and 2004
- Income and home ownership
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- Figure 6: Home ownership, by household income, May 2004-May 2005
- Income and remodeling
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- Figure 7: Recent remodeling, by household income, May 2004-May 2005
- Parents and water filters
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- Figure 8: Presence of children in households, by age of householder, 2003
- Competition from bottled water
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- Figure 9: Total U.S. retail sales of bottled water, at current and constant prices, 2000-05
- Home ownership
- Home ownership is rising
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- Figure 10: Percentage of U.S. households owning homes, 1999-2004
- Home sales
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- Figure 11: Existing and new home sales and new housing starts (single-unit, privately owned homes), 1999-2005
- Trends in kitchen remodeling
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- Figure 12: Spending for residential improvements on single-unit, owner-occupied properties, 1999-2005
Market Size and Trends
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- Figure 13: Total U.S. retail sales of water filtration/purification products, at current and constant prices, 2000-05
- Figure 14: Graph: Total U.S. retail sales of water filtration/purification products, at current and constant prices*, 2000-05
- Market trends
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Market Segmentation
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- Overview
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- Figure 15: Sales of walter filtration and purification devices, segmented by type, 2003 and 2005
- Figure 16: Graph: Sales of walter filtration and purification devices, segmented by type, 2005
- Plumbed-in systems
- Under sink
- Water softeners
- Pour-through/attachment systems
- Pitchers
- Countertop systems
- Faucet attachments
- Replacement filters
- Refrigerator filters
Supply Structure
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- Overview
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- Figure 17: FDM sales of water purification devices*, by manufacturer and brand, 2003 and 2005
- Figure 18: FDM sales of replacement filters, by manufacturer and brand, 2003 and 2005
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- Figure 19: FDM sales of water softeners*, by manufacturer and brand, 2003 and 2005
- Company profiles
- Clorox Company (Brita)
- Procter & Gamble (PUR)
- Clayton, Dubilier & Rice (Culligan)
- Morton Salt
- Cargill
- Omni
Advertising and Promotion
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- Overview
- Major companies and brands
- The Clorox Company (Brita)
- Procter & Gamble (PUR)
- Culligan
Retail Distribution
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- Overview
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- Figure 20: U.S. retail sales of water filters and filtration devices, by channel, 2003 and 2005
- Figure 21: Graph: U.S. retail sales of water filters and filtration devices, by channel, 2005
- Home centers
- Home Depot
- Lowe’s
- Hardware stores
- Mass merchandisers
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- Figure 22: U.S. mass merchandiser* sales of water filtration/purification products, at current and constant prices, 2000-05
- Other retail channels
The Consumer
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- Introduction
- Sources of drinking water for the home
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- Figure 23: Type of drinking water used at home, by age, November 2005
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- Figure 24: Type of drinking water used at home, by household income, November 2005
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- Figure 25: Type of drinking water used at home, by race/ethnicity, November 2005
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- Figure 26: Type of drinking water used at home, by presence of children, November 2005
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- Figure 27: Type of drinking water used at home, by marital status, November 2005
- Types of water filtration devices owned
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- Figure 28: Water filtration product ownership, by gender, November 2005
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- Figure 29: Water filtration product ownership, by age, November 2005
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- Figure 30: Water filtration product ownership, by household income, November 2005
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- Figure 31: Water filtration product ownership, by presence of children in household, November 2005
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- Figure 32: Water filtration product ownership, by marital status, November 2005
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- Figure 33: Water filtration product ownership, by rural vs. suburban vs. urban residential status, November 2005
- Reasons for purchase of water filter
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- Figure 34: Water filtration products reason for purchase, by gender, November 2005
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- Figure 35: Water filtration products reason for purchase, by age, November 2005
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- Figure 36: Water filtration products reason for purchase, by household income, November 2005
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- Figure 37: Water filtration products reason for purchase, by census region, November 2005
- Attitudes towards tap water among respondents who don’t own water filters
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- Figure 38: Attitudes towards tap water, by non-filter owners, by gender, November 2005
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- Figure 39: Attitudes towards tap water, by non-filter owners, by age, November 2005
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- Figure 40: Attitudes towards tap water, by non-filter owners, by household income, November 2005
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- Figure 41: Attitudes towards tap water, by non-filter owners, by presence of children in household, November 2005
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- Figure 42: Attitudes towards tap water, by non-filter owners, by marital status, November 2005
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- Figure 43: Attitudes towards tap water, by non-filter owners, by census region, November 2005
- Conclusions
Future and Forecast
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- Future trends
- Overview
- The fight against fat should promote sales
- Demographics
- Race/ethnicity
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- Figure 44: American households, by race/ethnicity, 2005 and 2010
- Aging nation to be more concerned with health
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- Figure 45: U.S. population, by age group, 2005 and 2010
- Competition from bottled water
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- Figure 46: Total U.S. retail sales of water filtration/purification products, at current and constant prices, 2005-10
- Market forecast
- Water filtration and purification products
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- Figure 47: Forecast of total U.S. sales of water filtration and purification products, at current and constant prices, 2005-10
- Figure 48: Forecast of total U.S. sales of water filtration and purification products, at current and constant prices*, 2005-10
- Forecast factors
Appendix: Trade Associations
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