The water filtration and purification device market includes plumbed-in systems (under-sink systems and water softeners), pour-through devices (including pitchers, countertop devices, faucet-mount devices, and replacement filters) and refrigerator filters. Prospects for increased growth in this market are strong, but will depend on the marketing tactics of suppliers and retailers.

This report provides insight into issues that have the potential to bolster sales in the water filtration market. In particular:

Consumer awareness of water quality issues. Consumer awareness of water quality issues is still low. This report discusses how water filtration marketers can increase sales through consumer education campaigns.

Bottled water backlash. For the past several years, water filtration has faced increasing pressure from bottled water. However, growth in bottled water has slowed due to concerns about the environmental impact of plastic bottles. This report provides insight into how water filtration marketers can capitalize on this opportunity.

Other dynamics addressed in this report include the role retail plays in purchase decisions and how different demographic groups approach the market.

This report includes water purification and filtration devices that are used in the home and are available to consumers through supermarkets, discount centers, mass merchandisers, hardware stores, home centers and specialized dealers. These filtration products are designed to purify tap water and improve its appearance, taste and smell.