Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The market
- Water filtration market continues to slide
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- Figure 1: Total US retail sales and forecast of water filtration, at current prices, 2012-22
- The issues
- Ownership solid yet low interest challenges market
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- Figure 2: Repertoire of number of water filtration products owned, July 2017
- Less than half voice water quality concerns
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- Figure 3: Select reasons for using filtered water and attitudes toward water quality, July 2017
- The opportunities
- Reach consumers where they shop
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- Figure 4: Purchase preferences – Shopping, by age, July 2017
- Capitalize on the benefits younger adults find in filtered water
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- Figure 5: Select reasons for using water filtration products, by age, July 2017
- Interest in innovations is moderate, but could boost market
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- Figure 6: Interest in innovations, July 2017
- What it means
The Market – What You Need to Know
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- Sales continue on downward trajectory
- Growth in bottled water sales increases competition
- Water quality issues persist in the US
Market Size and Forecast
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- Water filtration declines expected to continue
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- Figure 7: Total US sales and fan chart forecast of water filtration market, at current prices, 2012-22
- Figure 8: Total US retail sales and forecast of water filtration, at current prices, 2012-22
Market Breakdown
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- Filters outsell water devices
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- Figure 9: Share of water filtration product sales, by segment, at current prices, 2017
- Figure 10: Total US retail sales of water filtration, by segment, at current prices, 2012-17
Market Perspective
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- Filtration products compete with bottled water
Market Factors
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- Quality of America’s tap water questionable
- Healthy living, hydration play role in category
- Age, children impact current and future ownership
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- Figure 11: Population aged 18 or older, by age, 2012-22
- Figure 12: Households, by presence of own children, 2006-16
Key Players – What You Need to Know
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- Clorox loses share to Helen of Troy
- Leading brands marketing strategies help positioning
- Limited trust in private label leads to struggles
- Adding minerals, smart features could help brands stand out
Manufacturer Sales of Water Filtration
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- Clorox lead secure despite losing share to Helen of Troy
- Sales of water filtration by company
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- Figure 13: MULO sales of water filtration, by leading companies, rolling 52 weeks 2016 and 2017
What’s Working?
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- Leading brand activity:
- Brita puts brand over product, filters out negativity to get to the good
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- Figure 14: #FilterYourFeed campaign word cloud
- ZeroWater gains share with inventory expansion
- PUR commitment to safety educates and engages
- Mass channels expand water filtration inventory, capitalize on health
What’s Struggling?
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- Soma is challenged by focus on value, function
- Private label filters struggles to compete with brand name
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- Figure 15: MULO sales of private label water filters and water devices, rolling 52-weeks ending 2016 and 2017
What We’re Seeing?
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- Natural filters merge sustainability and safety
- Brands focus on pitcher speed, efficiency
- Enliven water by adding minerals
- Smart water: technology improves user experience and water quality
The Consumer – What You Need to Know
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- Most own single product, low interest in future ownership
- Mass channels most-shopped for water filtration products
- Brand name preferred, more so for filters
- In-store shopping favored over online, particularly among older adults
- Taste, safety, and health drive usage
- Perceptions of tap water vary
- Interest in innovations is moderate, yet suggests opportunities
Ownership and Interest in Water Filtration Products
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- High ownership, low interest underscores market struggles
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- Figure 16: Repertoire of number of water filtration products owned, July 2017
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- Figure 17: Water filtration ownership and interest in owning, July 2017
- System owners less willing to expand inventory
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- Figure 18: Water filtration ownership, by interest in owning, July 2017
- Ownership and interest rates higher among younger adults
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- Figure 19: Water filtration ownership and interest in owning, by age, July 2017
- Parents highly engaged in market
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- Figure 20: Water filtration ownership or interest in owning, by parental status, July 2017
- Hispanics own wider range of products, low interest across racial groups
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- Figure 21: Water filtration ownership, by race and Hispanic origin, July 2017
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- Figure 22: Interest in owning water filtration products, by race and Hispanic origin, July 2017
Retailers Shopped
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- Mass channels, Amazon dominate
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- Figure 23: Retailers shopped, July 2017
- Young adults shop across channels
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- Figure 24: Select retailers shopped, by age, July 2017
Purchase Preferences – Brand
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- Brand name favored, but less so for water filtration products
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- Figure 25: Purchase preferences – Product brand, July 2017
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- Figure 26: Purchase preferences – Filter brand, July 2017
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- Figure 27: Purchase preferences of product brand, by purchase preferences of filter brand, July 2017
- Age dictates preferred brand
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- Figure 28: Purchase preferences – Product brand, by age, parental status, July 2017
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- Figure 29: Purchase preferences – Filter brand, by age, parental status, July 2017
- Majority stick to what they know
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- Figure 30: Purchase preferences – Brand loyalty, July 2017
- Name brand experiences higher purchase loyalty
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- Figure 31: Purchase preferences – Brand loyalty, by name and store brand product and filter purchases, July 2017
- Younger adults may be swayed to switch
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- Figure 32: Purchase preferences – Brand loyalty, by age, July 2017
Purchase Preferences – Shopping
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- In-store preferred shopping location by more than half
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- Figure 33: Purchase preferences – Shopping, July 2017
- Young adults shopping preferences suggest growth in online sales
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- Figure 34: Purchase preferences – Shopping, by age, July 2017
Reasons for Using Water Filtration Products
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- Taste, safety, and health drive usage
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- Figure 35: Reasons for using water filtration products, July 2017
- Reasons for drinking filtered water reveal key marketing themes
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- Figure 36: TURF analysis – Select reasons for using water filtration products, July 2017
- TURF methodology
- Financial, environmental benefits motivate younger adults, parents
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- Figure 37: Select reasons for using water filtration products, by age, July 2017
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- Figure 38: Select reasons for using water filtration products, by parental status, July 2017
Water Filtration Attitudes and Behaviors
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- Quality of tap water concerns exist, but not widespread
- More than one third prefer filtered water regardless of location
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- Figure 39: Water filtration attitudes and behaviors, July 2017
- Younger adults, parents more likely to worry about product safety
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- Figure 40: Select water filtration attitudes and behaviors, by age, parental status, July 2017
Interest in Innovations
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- Monitoring and tracking features garner most interest
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- Figure 41: Interest in innovations, July 2017
- Young adults, parents interested in range of innovations
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- Figure 42: Interest in select innovations, by age, parental status, July 2017
- Adding minerals, kid-focused designs could reach Hispanics
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- Figure 43: Interest in select innovations, by Hispanic origin, July 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 44: Total US retail sales and forecast of water filtration, at inflation-adjusted prices, 2012-22
- Figure 45: Total US retail sales and forecast of water filtration, by segment, at current prices, 2012-22
- Figure 46: Total US retail sales of water filtration, by segment, at current prices, 2015 and 2017
- Figure 47: Total US retail sales and forecast of water devices, at current prices, 2012-22
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- Figure 48: Total US retail sales and forecast of water filters, at current prices, 2012-22
- Figure 49: Total US retail sales of water filtration, by channel, at current prices, 2012-2017
- Figure 50: Total US retail sales of water filtration, by channel, at current prices, 2015 and 2017
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Appendix – Key Players
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- Figure 51: MULO sales of water filters, by leading companies and brands, rolling 52-weeks 2016 and 2017
- Figure 52: MULO sales of water devices, by leading companies and brands, rolling 52-weeks 2016 and 2017
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Appendix – The Consumer
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- Figure 53: Repertoire of water filtration products owned, by age, Hispanic origin, and parental status, July 2017
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- Figure 54: Brand usage, January 2016-March 2017
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