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Water Filtration - US - November 2016

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
Figure 1: Total US sales and fan chart forecast of water filtration devices and filters, at current prices, 2011-21
Tap water is sufficient for some
Figure 2: Select barriers to owning or interest in owning water filtration products and systems, August 2016
Filtration systems must overcome high-cost perceptions
Figure 3: Select attitudes toward water filtration systems, August 2016
The opportunities
Highlight water safety benefits
Figure 4: Select benefits of owning water filtration systems and products, any rank (net), August 2016
Emphasize ease of cleaning
Figure 5: Select purchase influencers, any important (net), August 2016
Clarify how well different types of products remove contaminants
Figure 6: Select benefits of owning water filtration systems and products, any rank (net), August 2016
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Sales see slight decline in 2016, future outlook to remain similar
More filters bought for previously purchased devices
Bottled water hampers growth; filtration seen as aid to improving well-being
DPI, fewer family households, and Millennials influence demand
MARKET SIZE AND FORECAST
2016 sales drop slightly, future outlook is stagnant
Figure 7: Total US sales and fan chart forecast of water filtration devices and filters, at current prices, 2011-21
Figure 8: Total US sales and forecast of water filtration devices and filters, at current prices, 2011-21
MARKET BREAKDOWN
Filter replacement is occurring on existing devices
Figure 9: Total US retail sales and forecast of water filtration, by segment, at current prices, 2014-21
Share distribution hasn’t fluctuated much between segments
Figure 10: Total US retail sales of water filtration, by segment, at current prices, 2014-16
MARKET PERSPECTIVE
Bottled water sales could be cannibalizing water filtration industry
Figure 11: Commercial for Brita’s Fill & Go Water Filter bottle, August 2016
Opportunity to position filtered water as a way to combat obesity
Filtered water as a means to improve appearance
MARKET FACTORS 
Link between disposable personal income and category sales
Figure 12: US percentage change of annual disposable personal income and water filtration device annual sales, current prices, Jan. 1, 2013-Sept. 26, 2016
Fewer parents but greater overall population could have mixed effects
Figure 13: Number of births in the US, 2007-15
More Millennials, iGeneration could mean more sales
Figure 14: US population by generation, 2011, 2016, 2021
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Biggest brand, Brita, sees 7% decline; PUR outpaces category
SOMA and Zerowater excel with design and product proof, respectively
Brands struggle to prove efficacy
Synched devices, concerns over tap water drive innovation
MANUFACTURER SALES OF WATER FILTRATION PRODUCTS
Helen of Troy sees highest growth, while share-leading Clorox struggles
Figure 15: MULO sales of water filtration, by leading companies, rolling 52 weeks 2015 and 2016
WHAT’S WORKING?
Soma’s fresh design sets it apart from the crowd
Figure 16: MULO sales of Soma water devices and filters, rolling 52 weeks 2015 and 2016
Zerowater Proves It works to the consumer
Figure 17: Zerowater brand commercial, March 2016
Figure 18: MULO Sales of Zerowater technologies water devices and filters, rolling 52 weeks 2015 and 2016
Private label devices meet the mark for some consumers
WHAT’S STRUGGLING?
Brands could use more transparency, clarity
Private label filters could be disappointing customers
WHAT’S NEXT?
Greater integration with technology . . . but proceed with caution
Filtration devices further leveraging water safety issues
THE CONSUMER – WHAT YOU NEED TO KNOW 
Built-in fridge dispensers are most owned, but consumers want convenience
Water safety is most important benefit, taste is second
Non-owners satisfied with tap water, think filters are expensive
Filtration systems aren’t always utilized, but do save space
Easy-to-clean and taste influence filter product purchases
Consumers concerned about water safety, want solutions
USAGE AND OWNERSHIP OF WATER FILTRATION PRODUCTS AND SYSTEMS
Products with portability and less need for refilling have most interest
Lapsed usage low across the board for systems and products
Fridge dispenser most widely owned among both products and systems
Figure 19: Type of filtration systems and products owned and used, August 2016
Millennials own filtration devices more than other generations
Figure 20: Type of filtration systems and products owned, any ownership (net), by generation, August 2016
Parents are heavier users of water filtration devices
Figure 21: Type of filtration systems and products owned, any ownership (net), by parental status, August 2016
Hispanics more likely to own various filtration forms
Figure 22: Type of filtration systems and products owned, any ownership (net), by Hispanic origin, August 2016
BENEFITS OF WATER FILTRATION PRODUCTS AND SYSTEMS
Water safety beats out taste for top benefit of filtration ownership
Eco-friendly, less bottled water not an overwhelming draw for ownership
Water safety becomes more important for parents as milk declines
Figure 23: Benefits of owning water filtration systems and products, any rank (net) August 2016
Millennials care about saving money, improving taste of food and beverages
Figure 24: Benefits of owning water filtration systems and products, any rank (net), by generation, August 2016
Consumers appreciate how filtration devices help them drink more water
Figure 25: Benefits of owning water filtration systems and products, to help myself drink more water, by select demographics, August 2016
Hispanics care more about water as a healthful alternative
Figure 26: Benefits of owning water filtration systems and products, by Hispanic origin, August 2016
BARRIERS TO WATER FILTRATION USAGE
Tap water is sufficient
Most non-users aren’t turned off by physical attributes
Figure 27: Barriers to owning or interest in owning water filtration products and systems, August 2016
PURCHASE INFLUENCERS – WATER FILTRATION PRODUCTS
Easy to clean, taste are most important characteristics in products
Filters play large role in product purchase decisions
Function and price top aesthetics (but still matter!)
Figure 28: Purchase influencers, any important (net), August 2016
Online reviews are important for Millennials
Figure 29: Select purchase influencers, any important, by generation, August 2016
Parents want convenience, quality
Figure 30: Select purchase influencers, any important (net), by parental status, August 2016
Hispanics and parents hold similar views
Figure 31: Select purchase influencers, any important (net), by Hispanic origin, August 2016
ATTITUDES TOWARD WATER FILTRATION SYSTEMS
In-fridge system owners still use tap water
Filtration systems save shelf space
Filtration systems perceived as expensive, difficult to install
Figure 32: Attitudes toward water filtration systems, August 2016
Older generations more pessimistic about filtration systems
Figure 33: Select attitudes toward water filtration systems, by generation, August 2016
Parents proponents of filtration systems
Figure 34: Attitudes toward water filtration systems, by parental status, August 2016
Hispanics not unlike overall population in attitudes
Figure 35: Attitudes toward water filtration systems, by Hispanic origin, August 2016
WATER SAFETY ISSUES
Consumers are concerned about water, adjusting behavior accordingly
Opportunity exists to increase customer penetration
Figure 36: Water safety issues, August 2016
Parents are concerned about water safety for their kids . . . and themselves
Figure 37: Select water safety issues, by parental status, August 2016
Younger generations make more of an effort to filter their water
Figure 38: Select water safety issues, by generation, August 2016
Hispanics express similar concerns regarding water safety when compared to total population
Figure 39: Water safety issues, by Hispanic origin, August 2016
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – MARKET 
Figure 40: Total US Retail sales and forecast of water filtration, at inflation-adjusted prices, 2011-21
Figure 41: Total US retail sales and forecast of water filtration, by segment, at current prices, 2011-21
Figure 42: Total US retail sales of water filtration, by segment, at current prices, 2014 and 2016
Figure 43: Total US retail sales and forecast of water devices, at inflation-adjusted prices, 2011-21
Figure 44: Total US retail sales and forecast of water filters, at inflation-adjusted prices, 2011-21
Figure 45: Total US retail sales of water filtration, by channel, at current prices, 2011-16
Figure 46: Total US retail sales of water filtration, by channel, at current prices, 2014 and 2016
APPENDIX – KEY PLAYERS 
Figure 47: MULO sales of water devices, by leading companies and brands, rolling 52 weeks 2015 and 2016
Figure 48: MULO sales of water filters, by leading companies and brands, rolling 52 weeks 2015 and 2016
APPENDIX – CONSUMER
Figure 49: Product ownership, any water filtration product, August 2016
Figure 50: Product ownership, any water filtration system, August 2016
Figure 51: TURF Analysis – Filtration product purchase influencers, august 2016
Figure 52: Table - TURF Analysis – Filtration product purchase influencers, august 2016
Methodology

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