Water Filtration - US - November 2015
Overview
 
What you need to know 
Faced with low-cost tap water, a robust bottled water market, and an influx of less expensive private label filters, the $807 million water filtration product market has seen sales decline in recent years. However, growth potential lies in affirming the cost, health, and environmental benefits of water filtration products and seizing opportunities to expand market outreach to Millennials, Asians, and Hispanics. These demographics post positive attitudes toward filtered water and strong interest in innovative products, including filtration-usage indicators, flavor infusers, and smart technology.

Definition 
This report covers water filtration devices and systems that are used in the home and are available to consumers through supermarkets, mass merchandisers, hardware stores, home centers, and specialized dealers. These filtration products are designed to remove contaminants as well as improve the taste, appearance, and smell of water for usage in the home.

The following water filtration products are covered in the market size, segmentation, and company/brand share sections of this report:

●	Pour-through pitchers
●	Faucet mounts
●	Portable bottles with built-in filters
●	Replacement filters for these products.

Professional or built-in systems are excluded from the market size, segmentation, and company/brand share sections. Some systems that consumers can install themselves (such as countertop filtration systems) are also excluded from these sections. However, they are all addressed and discussed in the consumer research sections of this report. 

These include:

●	Under-sink filtration systems
●	Countertop filtration systems
●	Built-in dispensers in refrigerators
●	Whole house filtration systems that are built into the plumbing

This report excludes showerheads with water filtration capabilities and purification devices that are used for outdoor purposes, such as backpack units for campers/hikers.