Table of Contents
Introduction & Abbreviations
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- INTRODUCTION
- OTHER RELEVANT REPORTS
- DEFINITIONs
- Point-of-use (POU)
- Point-of-entry (POE)
- ABBREVIATIONS & TERMS
- Abbreviations
- Terms
Executive Summary
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- AFTER STRONG GROWTH IN 1990S, SLOWER MARKET
- THREE MAJOR SEGMENTS TO THE MARKET
- WATER QUALITY, HEALTH CONCERNS & HOME CONSTRUCTION DRIVE THE MARKET
- LARGE CORPORATIONS DOMINATE the MARKET
- DISTRIBUTION VARIES WITH SEGMENTS
- THE WATER FILTER AND PURIFIER CONSUMER
- Penetration, product choice and drivers
- Motivations for purchasing—taste and health
- THE FUTURE
Market Drivers
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- DEMOGRAPHICS
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- Figure 1: Ownership of water filter or purifier, October 2003
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- Figure 2: U.S. population projections, by age, 1998-2008
- HOME OWNERSHIP, HOUSING SALES & HOME IMPROVEMENT
- Home ownership rates
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- Figure 3: Home ownership rates, by age, 1996-2001
- Construction, renovation, and housing sales
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- Figure 4: Sales of homes, new and existing, 1992-2002
- Residential repairs and remodeling
- WIDER GROWTH IN DIY ACTIVITY AND STRONG PERFORMANCE OF HOME STORES
- REGIONAL DIFFERENCES IN WATER QUALITY
- Consumers’ perceptions
- Actual water differences
- COMPETITION FROM BOTTLED WATER
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- Figure 5: Retail sales of bottled water, at current and constant prices, 1998-2003
Market Size & Trends
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- MARKET SIZE
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- Figure 6: Retail sales of water filtration/purification products, at current and constant prices, 1998-2003
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- Graph 1: Trends in sales of water filtration products, at current and constant prices, 1998-2003
MarKET SEGMENTATION
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- OVERVIEW
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- Figure 7: Sales of water filtration and purification products, by type, 2001 and 2003
- PLUMBED-IN SYSTEMS
- Under-sink
- Water softeners
- POUR-THROUGH/ATTACHMENT SYSTEMS
- Pitchers, replacement filters and faucet attachments
- Countertop systems
- REFRIGERATOR FILTERS
Supply Structure
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- MANUFACTURER SALES
- FDM SALES BY MANUFACTURER AND BRAND
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- Figure 8: FDM sales of water filters & devices, by manufacturer and brand, 2001 and 2003
- MAJOR MANUFACTURERS AND BRANDS
- The Clorox Company
- Procter & Gamble
- Culligan
- OMNI Corporation
- Water Pik
- Pentair (Plymouth Products, Everpure)
- General Electric
Advertising & Promotion
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- OVERVIEW
- Advertising expenditures small by proportion
- Different media for different products
- How products are marketed
- Support from governmental agencies
- MAJOR COMPANIES AND BRANDS
- The Clorox Company (Brita)
- Procter & Gamble (PUR)
- Culligan
- Water Pik Technologies
Retail Distribution
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- OVERVIEW
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- Figure 9: Retail sales of water filtration devices/filters, segmented by type, 2001 & 2003
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- Graph 2: Sales of water filtration products, by channel, 2003
- HOME CENTERS/HARDWARE STORES
- Home centers
- Home improvement centers’ operating data
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- Figure 10: Top home improvement centers’ operating statistics, latest fiscal year-end
- Figure 11: Percentage change from latest financial year-end versus year prior
- Hardware stores
- MASS MERCHANDISERS
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- Figure 12: Mass merchandiser sales of water filters/devices, 1998-2003
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- Figure 13: Top mass merchandiser operating statistics, latest fiscal year-end
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- Figure 14: Percentage change from latest fiscal year-end versus year prior
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- Figure 15: Top mass merchandiser quarterly statistics, Q3 2002 and Q3 2003
- OTHER SUPPLIERS
The Consumer
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- INTRODUCTION
- WHO OWNS WATER FILTERS AND PURIFIERS
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- Figure 16: Ownership of water filter or purifier, October 2003
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- Figure 17: Ownership of water filter or purifier, by age, October 2003
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- Figure 18: Ownership of water filter or purifier, by household income, October 2003
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- Figure 19: Ownership of water filter or purifier, by region, October 2003
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- Figure 20: Ownership of water filter or purifier, by race/ethnicity, October 2003
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- Figure 21: Ownership of water filter or purifier, by home ownership status, October 2003
- TYPES OF SYSTEMS OWNED
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- Figure 22: Type of water filtration/purification product owned, October 2003
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- Graph 3: Types of water filtration products owned
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- Figure 23: Type of water filtration/purification product owned, by age, October 2003
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- Figure 24: Type of water filtration/purification product owned, by region, October 2003
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- Figure 25: Type of water filtration/purification product owned, by metro status, October 2003
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- Figure 26: Type of water filtration/purification product owned, by home ownership status, October 2003
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- Figure 27: Water filtration/purification product repertoire, October 2003
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- Figure 28: Type of water filtration/purification product owned, by whether bottled water is bought, October 2003
- WHY PRODUCTS ARE BOUGHT
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- Figure 29: Reason for purchase, October 2003
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- Figure 30: Reason for purchase, by gender, October 2003
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- Figure 31: Reason for purchase, by age, October 2003
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- Figure 32: Reason for purchase, by metro status, October 2003
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- Figure 33: Reason for purchase, by home ownership status, October 2003
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- Figure 34: Reason for purchase, by type of water filtration/purification product owned, October 2003
- Summary of Findings
Future & Forecast
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- FUTURE TRENDS
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- Figure 35: U.S. population projections, by age, 2003-2008
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- Figure 36: Forecast of retail sales of bottled water, at current and constant prices, 2003-2008
- MARKET FORECAST
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- Figure 37: Forecast of retail sales of water filtration/purification products, at current and constant prices, 2003-2008
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- Graph 4: Forecast trends in sales of water filtration products, at current and constant prices, 2003-2008
APPENDIX: Trade Associations
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