Water Filtration: Incl Impact of COVID-19 - US - November 2020

OVERVIEW
What you need to know
Key issues covered in this Report
Definition
COVID-19: Market context
EXECUTIVE SUMMARY 
Top takeaways 
Market overview 
Sales surge on the wave of global pandemic
Figure 1: Total US sales and forecast of water filtration, at current prices, 2015-25
Impact of COVID-19 on water filtration
Figure 2: Short-, medium- and long-term impact of COVID-19 on water filtration, November 2020
Challenges and opportunities 
Price sensitivity and apathy toward category
Figure 3: Select barriers to purchase, August 2020
One is a lonely number
Figure 4: Ownership of water filtration products, by repertoire analysis, August 2020
Elevating value through health, safety and taste
Figure 5: Top three reasons for using water filtration products, August 2020
Eco-friendly innovation
Figure 6: Interest in select eco-friendly products and services, August 2020
Technology attracts young users
Figure 7: Interest in select smart water filtration products and services, by age, August 2020
THE MARKET – KEY TAKEAWAYS 
Sales spike as demand surges for products to aid home, health and safety
The impact of a recession
Lean into taste, health and safety attributes 
MARKET SIZE AND FORECAST  
Pandemic has positive implications for water filtration sales 
Figure 8: Total US sales and forecast of water filtration, at current prices, 2015-25
Figure 9: Total US sales and forecast of water filtration, at current prices, 2015-25
Impact of COVID-19 on water filtration 
Figure 10: Short-, medium- and long-term impact of COVID-19 on water filtration, November 2020
Lockdown
Reemergence
Recovery
COVID-19: US context
Learnings from the last recession
MARKET FACTORS 
Unemployment spikes and confidence wavers as a result of pandemic
Figure 11: Consumer confidence and unemployment, January 2007- August 2020
Figure 12: Unemployment and underemployment, January 2007-September 2020
The importance of “home”
Shifts in household size could impact category 
Figure 13: Households by presence of own children, 2009-19
MARKET OPPORTUNITIES 
Taste the opportunity
Embrace functional wellness
Figure 14: LifeFuels Facebook post, October 2020
Use technology to elevate safety
Figure 15: LARQ Facebook posts, October 2020
COMPANIES AND BRANDS – KEY TAKEAWAYS 
Rising tide lifts all boats 
Leading players leaned into social media platforms to stay engaged 
MARKET SHARE 
All players show growth 
Figure 16: MULO sales of water filtration, by company, 2019 and 2020
COMPETITIVE STRATEGIES
Brita focuses on cause marketing 
ZeroWater uses social media to promote health and safety
Figure 17: ZeroWater Facebook post, September 2020
Figure 18: ZeroWater Facebook posts, August 2020
THE CONSUMER – KEY TAKEAWAYS  
Majority of adults own at least one type of water filtration product
Mass merchandisers most shopped retailer
Taste, safety and health are key rationales for purchase
Cost is the most cited barrier to entry
Online shopping is catching up to in-store purchase
Consumers show interest in products that play into health perceptions
OWNERSHIP AND INTEREST IN WATER FILTRATION PRODUCTS
Majority of consumers own water filtration products
Figure 19: Ownership and interest in water filtration products, August 2020
Category engagement strong among younger adults, parents
Figure 20: Repertoire of water filtration products owned, by age and parental status, August 2020
Housing situation impacts ownership and interest in water filtration
Figure 21: Ownership and interest in water filtration products, by housing situation, August 2020
Multicultural groups express elevated interest in water filtration products 
Figure 22: Ownership and interest in water filtration products, by race and Hispanic origin, August 2020
RETAILERS SHOPPED
Convenience, price drive retailer selection
Figure 23: Retailers shopped, August 2020
Retail convenience is key in attracting 25-44s
Figure 24: Select retailers shopped, by age, August 2020
Parents exhibit retail diversity
Figure 25: Retailers shopped, by parental status, August 2020
REASONS FOR USING WATER FILTRATION PRODUCTS
Focus on enhanced taste, health to encourage usage 
Figure 26: Reasons for using water filtration products, August 2020
Rationales for water filtration product usage vary by age
Figure 27: Select reasons for using water filtration products, by age, August 2020
Couple savings with sustainability to encourage expanding product range
Figure 28: Repertoire of water filtration products interested in owning, by select reasons for using water filtration products, August 2020
BARRIERS TO PURCHASE
Price sensitivity deterrent to use
Figure 29: Barriers to usage, August 2020
WATER FILTER SHOPPING BEHAVIORS AND ATTITUDES
Channel source for water filtration shopping is split
Figure 30: Channel usage for water filtration products, August 2020
Meet shoppers online
Figure 31: Channel usage for water filtration products, by age, August 2020
Shopping for filters is routine driven
Figure 32: Water filter shopping behaviors and attitudes, August 2020
Older consumers stay prepared and loyal
Figure 33: Select water filter shopping behaviors and attitudes, by age, August 2020
INTEREST IN WATER FILTRATION PRODUCTS AND SERVICES
Users interested in innovation that ties into health
Figure 34: Interest in water filtration products and services, August 2020
Younger adults look for ethical brands 
Figure 35: Interest in select water filtration products and services, by age, August 2020
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Forecast
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX – THE MARKET 
Figure 36: Total US sales and forecast of water filtration, at inflation-adjusted prices, 2015-25
Figure 37: Total US sales and forecast of water filtration, at inflation-adjusted prices, 2015-25
Figure 38: Total US retail sales of water filtration, by channel, at current prices, 2018 and 2020
Figure 39: Total US retail sales of water filtration, at channel, at current prices, 2015-20
Figure 40: US supermarket sales of water filtration, at current prices, 2015-20
Figure 41: US sales of water filtration through other retail channels, at current prices, 2015-20
APPENDIX – COMPANIES AND BRANDS 
Figure 42: US multi-outlet sales of water devices, by leading companies and brands, rolling 52 weeks 2019 and 2020
Figure 43: US multi-outlet sales of water filters, by leading companies and brands, rolling 52 weeks 2019 and 2020