Table of Contents
Executive Summary
-
- The issues
- Water filtration market struggles to grow
-
- Figure 1: Total US sales and fan chart forecast of water filtration market, at current prices, 2013-23
- Ownership of filtration systems lessens the need for products
-
- Figure 2: Ownership of dispensers built into the refrigerator, 2017-18, July 2017 and July 2018
- Trust in safety of tap water prevents adults from buying filtration products
-
- Figure 3: Select barriers to purchase, by product, July 2018
- Bottled water continues to challenge water filtration market
-
- Figure 4: Select attitudes and behaviors toward bottled water, July 2018
- The opportunities
- Younger adults and renters motivated by safety, convenience, and eco-friendliness
-
- Figure 5: Select water filtration product ownership and attitudes toward water filtration products, by age and housing situation, July 2018
- Black and Hispanic adults express high interest in filtration products
-
- Figure 6: Interest in select water filtration product innovations, by race and Hispanic origin, July 2018
- Water bottles with smart features have potential
-
- Figure 7: Interest in smart water filtration product innovations, by age, July 2018
- What it means
The Market – What You Need to Know
-
- Water filtration market continues to struggle
- Competition between filtration products and bottled water intensifies
- Homeownership, poor water quality, and aging population impact market
Market Size and Forecast
-
- Water filtration market continues to struggle
-
- Figure 8: Total US sales and fan chart forecast of water filtration market, at current prices, 2013-23
- Figure 9: Total US retail sales and forecast of water filtration, at current prices, 2013-23
Market Perspective
-
- Competition between filtration products and bottled water intensifies
Market Factors
-
- A rebound in homeownership can lead to market struggles
-
- Figure 10: Homeownership rate, 2007-17
- Water quality concerns increase the need for water filtration products
- Aging population challenges category growth
-
- Figure 11: Population aged 18 or older, by age, 2013-23
Key Players – What You Need to Know
-
- Clorox dominates market, but Zero Technologies sees largest gains
- Long lasting and faster filtration is a must; ZeroWater filters see gains
- Countertop filters, dispensers on surfaces, and private label struggle
- Smart products that help users reach hydration goals have potential
Company and Brand Sales of Water Filtration
-
- Clorox dominates market, but Zero Technologies sees largest gains
- Sales of water filtration market by company
-
- Figure 12: Sales of water filtration, by company, rolling 52 weeks, 2017 and 2018
What’s Working?
-
- Faster filtration power is a must for filters
-
- Figure 13: MULO sales of Brita Stream products, rolling 52 weeks 2017 and 2018
- Longer lasting filters take the spotlight
- ZeroWater filters see gains thanks to the amount of impurities it removes
-
- Figure 14: ZeroWater, September 2018
What’s Struggling?
-
- Countertop filters and dispensers that sit on surfaces are too big
- Preference for brand name filters challenge private label
-
- Figure 15: MULO sales of private label water filtration, rolling 52 weeks 2017 and 2018
What’s Next?
-
- Smart products that help users reach hydration goals have potential
The Consumer – What You Need to Know
-
- Dispensers built into refrigerator and pitchers dominate ownership
- Most purchases made at mass merchandisers and online-only retailers
- Positive perceptions toward tap water prevents product purchases
- Functional benefits are key, but positive customer reviews matter too
- Safety is the main reason why consumers use water filtration products
- Innovations that provide greater convenience generate the most interest
Ownership and Interest in Water Filtration Products and Systems
-
- Dispensers built into refrigerator and pitchers dominate ownership
-
- Figure 16: Ownership and interest in water filtration products and systems, July 2018
- Ownership of water filtration systems is growing
-
- Figure 17: Ownership of water filtration systems 2017-18, July 2017 and July 2018
- Younger adults are engaged in the category
-
- Figure 18: Water filtration ownership and interest in owning, by age, July 2018
- Concerns about safety drive engagement among parents
-
- Figure 19: Water filtration ownership and interest in owning, by parental status, July 2018
- Homeowners own systems, while renters use water filtration products
-
- Figure 20: Water filtration ownership, by housing situation, July 2018
-
- Figure 21: Repertoire of ownership, by housing situation, July 2018
- Black and Hispanic adults express interest in all products and systems
-
- Figure 22: Select water filtration ownership and interest in owning, by race and Hispanic origin, July 2018
Retailers Shopped
-
- Most purchases made at mass merchandisers and online-only retailers
-
- Figure 23: Retailers purchased, July 2018
-
- Figure 24: In-store vs. online, July 2018
- Adults aged 35-44 tend to shop around, especially online
-
- Figure 25: Select retailers purchased, by age, July 2018
-
- Figure 26: In-store vs. online, by age, July 2018
Barriers to Purchase
-
- Positive perceptions toward tap water prevents product purchases
-
- Figure 27: Barriers to purchase, July 2018
- Price and lack of information are key barriers for young adults
-
- Figure 28: Select barriers to tap mounted filter, pitcher, and portable water bottle, by age, July 2018
- Tap water is trusted more by homeowners than renters
-
- Figure 29: Select barriers to purchase pitcher, tap mounted filter, and portable water bottle, by housing situation, July 2018
- Black adults don’t trust tap water, but prefer bottled water
-
- Figure 30: Select barriers to purchase dispenser and tap mounted filter, by race and Hispanic origin, July 2018
Purchase Influencers
-
- Functional benefits are key, but positive customer reviews matter too
-
- Figure 31: Purchase influencers, July 2018
-
- Figure 32: TURF analysis – Purchase influencers, July 2018
- Methodology
- Older adults seek functionality; input from others influence young adults
-
- Figure 33: Select purchase Influencers, by age, July 2018
- Recommendations and advertisements influence Black adults
-
- Figure 34: Select purchase Influencers, by race and Hispanic origin, July 2018
Attitudes and Behaviors toward Water Filtration
-
- Safety is why consumers use water filtration products
-
- Figure 35: Attitudes and behaviors toward water filtration, July 2018
- Eco and cost-related benefits motivate young adults
-
- Figure 36: Select attitudes and behaviors toward water filtration, by age, July 2018
- Bottled water appeals to parents
-
- Figure 37: Select attitudes and behaviors toward water filtration, by parental status, July 2018
- Renters motivated by safety and convenience
-
- Figure 38: Select attitudes and behaviors toward water filtration, by housing situation, July 2018
- Black and Hispanics trust bottled water more than water from products
-
- Figure 39: Select attitudes and behaviors toward water filtration, by race and Hispanic origin, July 2018
Interest in Water Filtration Product Innovations
-
- Innovations that provide convenience generate the most interest
-
- Figure 40: Interest in water filtration product innovations, July 2018
- Smart features can encourage young adults and renters to trade up
-
- Figure 41: Interest in select water filtration product innovations, by age and housing situation, July 2018
- Parents’ interest in innovations reflects high engagement
-
- Figure 42: Interest in select water filtration product innovations, by parental status, July 2018
- Black and Hispanic adults are interested in nearly all innovations
-
- Figure 43: Interest in select water filtration product innovations, by race and Hispanic origin, July 2018
Appendix – Data Sources and Abbreviations
-
- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
-
-
- Figure 44: Total US sales and forecast of water filtration, at inflation-adjusted prices, 2013-23
- Figure 45: Total retail sales of water filtration, by channel, at current prices, 2013-18
- Figure 46: Total US retail sales of water filtration, by channel, at current prices, 2016 and 2018
-
Appendix – Key Players
-
-
- Figure 47: Multi-outlet sales of water filtration devices, by leading companies and brands, rolling 52 weeks 2017 and 2018
- Figure 48: Multi-outlet sales of water filters, by leading companies and brands, rolling 52 weeks 2017 and 2018
-
Back to top