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Water Filtration - US - January 2011

Despite the recession, over the past five years several factors have played an important role in the expansion of the water filtration market. Bad press around bottled water, alarming facts about tap water quality and rising economic and environmental concerns have made many consumers switch to filtered water. In addition, the emergence of new and innovative players has made filtration products even more attractive to consumers. Yet, there are still many opportunities and much room for growth.

This report examines the latest innovations in products, branding, marketing and advertising approaches and identifies where opportunity lies. It also looks at which demographic groups warrant the greatest focus and which features are likely to appeal to them.

Some of the topics covered in this report include:

  • How are market forces reshaping the water filtration market?
  • How are innovations changing the current market scenario?
  • Who owns filtration products, who does not and why?
  • What motivates different consumer groups to purchase water filtration products?
  • What are consumers’ attitudes and behaviors towards tap water, bottled water and filters/purifiers?
  • Which consumer groups are likely to have been reached by marketing efforts and which groups have not?
  • What do consumers think about water and energy conservation?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Point-of-use (POU)
          • Point-of-entry (POE)
            • Data sources
              • Sales data
                • Consumer survey data
                  • Advertising videos
                    • Abbreviations and terms
                    • Executive Summary

                      • Water filtration market continues expansion during recession
                        • Contaminated tap and tough times for bottled water
                          • Home ownership, government stimulus, economic and environmental concerns drive filter sales
                            • Water filtration, a highly concentrated market
                              • Brita and PUR target environmentally and cost-conscious consumers
                                • Water filter usage rates increase with income
                                  • Water taste is the biggest motivation for owning water filtration product
                                    • Young consumers are more likely to believe that bottled water is healthier
                                      • Growing environmental awareness
                                        • Purchase drivers
                                          • Blacks and Hispanics purchase water filtration devices to save money
                                          • Insights and Opportunities

                                            • Key points
                                              • Promote filtered water health benefits among blacks and Hispanics
                                                • Environmental protection efforts should be pushed even further
                                                  • Coffee and filters duet for coffee lovers
                                                  • Inspire Insights

                                                    • Introduction
                                                      • Back to its purest stage
                                                        • Functional water filters
                                                          • Filtered water—the beauty fountain
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Figure 1: U.S. FDMx retail sales of water filtration products, at current prices, 2005-10
                                                          • Competitive Context

                                                            • Contaminated tap water
                                                              • Negative press deflates the bottled water market
                                                                • Water filtration industry gains
                                                                • Overall Segment Performance

                                                                  • Key points
                                                                      • Figure 2: U.S. FDMx sales of water filtration products, by segment, 2005-10
                                                                  • Segment Performance—Replacement Filters

                                                                    • Key points
                                                                      • Figure 3: FDMx sales of replacement filters, at constant prices, 2005-09
                                                                      • Figure 4: FDMx sales of water filters, at constant prices, 2009 and 2010
                                                                  • Segment Performance—Water Softeners/Treatments

                                                                    • Key points
                                                                      • Figure 5: FDMx sales of water softeners/treatments, at constant prices, 2005-09
                                                                      • Figure 6: FDMx sales of water softeners/treatments, at constant prices, 2009 and 2010
                                                                  • Segment Performance—Water Filtration Devices

                                                                    • Key points
                                                                      • Figure 7: FDMx sales of water filtration devices, at constant prices, 2005-09
                                                                      • Figure 8: FDMx sales of water filtration devices, at constant prices, 2009 and 2010
                                                                  • Retail Channels

                                                                    • Key points
                                                                      • Home centers and hardware stores
                                                                        • FDMx plus Walmart
                                                                          • Other
                                                                          • Market Drivers

                                                                            • Key points
                                                                              • Number of households and sales of homes
                                                                                • Figure 9: Total number of U.S. households, 2001-10
                                                                                • Figure 10: Sales of existing and new single-family homes, 2001-10
                                                                              • Government stimulus on tap water
                                                                                • Environmental and economic reasons drive filter consumption
                                                                                • Leading Companies

                                                                                  • Key points
                                                                                    • Figure 11: FDMx sales of leading companies in water filtration, 2009 and 2010
                                                                                    • Figure 12: FDMx sales of leading replacement filter brands, 2009 and 2010
                                                                                    • Figure 13: FDMx sales of leading water filtration device brands, 2009 and 2010
                                                                                    • Figure 14: FDMx sales of leading water softener/treatment brands, 2009 and 2010
                                                                                  • Clorox Company (Brita)
                                                                                    • Procter & Gamble (PUR)
                                                                                      • Clayton, Dubilier & Rice (Culligan)
                                                                                        • Morton Salt
                                                                                          • GE Pentair
                                                                                            • Applica Water Products
                                                                                              • 3M
                                                                                                • Zero Technologies
                                                                                                • Brand Qualities

                                                                                                  • Key points
                                                                                                    • Brita
                                                                                                      • PUR
                                                                                                      • Innovation and Innovators

                                                                                                        • Shower and bath filters promise softer hair and skin
                                                                                                          • Water bottles with filters are an alternative for water bottles on the go
                                                                                                            • A portable device to reduce chlorine and improve water taste
                                                                                                              • Atmospheric generators create water from a renewable resource
                                                                                                                • Elegant countertop filtration system and pitchers
                                                                                                                  • Easy-to-install faucet filters
                                                                                                                    • First POE filter to reduce arsenic
                                                                                                                      • Bottle-less coolers use interchangeable filters for different needs
                                                                                                                        • Nature’s Own Water Care Products
                                                                                                                          • Water purifiers for camping and emergency situations
                                                                                                                          • Marketing Strategies

                                                                                                                            • Overview
                                                                                                                              • Brita fights plastic bottles
                                                                                                                                  • Figure 15: Brita’s television ad, 2010
                                                                                                                                  • Figure 16: Brita’s television ad, 2010
                                                                                                                                • PUR—“Everyone deserves clean water”
                                                                                                                                  • Figure 17: PUR’s “Exclamation” television ad, 2010
                                                                                                                                  • Figure 18: PUR’s television ad, 2010
                                                                                                                                • Filtrete—Portable water without cost and waste
                                                                                                                                  • Figure 19: Filtrete’s television ad, 2010
                                                                                                                                • Culligan—“Experience the difference”
                                                                                                                                  • Figure 20: Culligan’s television ad, 2010
                                                                                                                              • Consumer Usage of Any Type of Water Filter or Purifier

                                                                                                                                • Key points
                                                                                                                                  • Water filtration products usage increases with higher income
                                                                                                                                      • Figure 21: Have any type of water filter or purifier, by household income, October 2010
                                                                                                                                    • Whites and Asians more likely to own water filters
                                                                                                                                      • Figure 22: Have any type of water filter or purifier, by race/ethnicity, October 2010
                                                                                                                                    • Higher water filter/purifier usage in the West and South
                                                                                                                                      • Figure 23: Have any type of water filter or purifier, by region, October 2010
                                                                                                                                    • Ownership of all kinds of water filter/purifiers decreased with the recession
                                                                                                                                        • Figure 24: Water filtration product ownership, 2007 and 2010
                                                                                                                                        • Figure 25: Water softener ownership, October 2010
                                                                                                                                    • Reasons for Owning a Water Filtration System

                                                                                                                                      • Key points
                                                                                                                                        • Water taste, main reason for owning water filtration system
                                                                                                                                            • Figure 26: Reasons for owning a water filtration system, by household income, October 2010
                                                                                                                                          • Young consumers use water filters to save money and to switch from bottled water
                                                                                                                                            • Figure 27: Reasons for owning a water filtration system, by age, October 2010
                                                                                                                                        • What Consumers Say About Water

                                                                                                                                          • Key points
                                                                                                                                            • Consumers believe higher-quality water improves health
                                                                                                                                                • Figure 28: What consumers say about water, October 2010
                                                                                                                                              • Young consumers more likely to agree that bottled water is healthier than filtered water at home
                                                                                                                                                  • Figure 29: What consumers say about water, by age, October 2010
                                                                                                                                              • What Consumers Do About Water

                                                                                                                                                • Key points
                                                                                                                                                  • A high number of consumers use filtered water for cooking and to make coffee and tea
                                                                                                                                                      • Figure 30: Using filtered water for cooking or to make coffee/tea, October 2010
                                                                                                                                                      • Figure 31: Attitudes towards bottled water and water conservation, October 2010
                                                                                                                                                    • Young consumers more likely to have water delivered to their homes
                                                                                                                                                        • Figure 32: Attitudes towards bottled water and water conservation, by age, October 2010
                                                                                                                                                    • Purchase Factors

                                                                                                                                                      • Key points
                                                                                                                                                        • Brand loyalty is the leading purchase influencer, but closely followed by a host of others
                                                                                                                                                            • Figure 33: Influences leading to the purchase of water filters or purifiers, October 2010
                                                                                                                                                        • Importance of Water/Energy Conservation

                                                                                                                                                          • Key points
                                                                                                                                                            • Water conservation is important to most consumers during purchase decision
                                                                                                                                                              • Figure 34: Attitudes towards water/energy conservation, October 2010
                                                                                                                                                          • Reasons for Not Owning Water Filters or Purifiers

                                                                                                                                                            • Key points
                                                                                                                                                              • Consumers earning less than $50K think water filtration products are overpriced
                                                                                                                                                                • Figure 35: Reasons for not owning a water filtration product, by household income, October 2010
                                                                                                                                                                • Figure 36: Reasons for not owning a water filtration product, by age, October 2010
                                                                                                                                                            • Race and Hispanic Origin

                                                                                                                                                              • Key points
                                                                                                                                                                • Blacks and Hispanics more likely to use bottled water at home
                                                                                                                                                                  • Figure 37: What consumers say about water, by race/ethnicity, October 2010
                                                                                                                                                                  • Figure 38: Using filtered water for cooking or to make coffee/tea, by race/ethnicity, October 2010
                                                                                                                                                                • Blacks and Hispanics own water filters to save money
                                                                                                                                                                  • Figure 39: Reasons for owning a water filtration system, by race/ethnicity, October 2010
                                                                                                                                                                • White respondents more likely to think there is nothing wrong with their tap water
                                                                                                                                                                  • Figure 40: Reasons for not owning a water filtration product, by race/ethnicity, October 2010
                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                  • Refrigerators
                                                                                                                                                                    • Opportunity
                                                                                                                                                                      • Pitchers
                                                                                                                                                                        • Opportunity
                                                                                                                                                                          • Any Kind of System
                                                                                                                                                                            • Opportunity
                                                                                                                                                                              • Cluster characteristics
                                                                                                                                                                                • Figure 41: Water filtration clusters, October 2010
                                                                                                                                                                                • Figure 42: Water filtration product ownership, by water filtration clusters, October 2010
                                                                                                                                                                                • Figure 43: Reasons for owning a water filtration system, by water filtration clusters, October 2010
                                                                                                                                                                                • Figure 44: Influences leading to the purchase of water filters or purifiers, by water filtration clusters, October 2010
                                                                                                                                                                                • Figure 45: Attitudes towards water/energy conservation, by water filtration clusters, October 2010
                                                                                                                                                                              • Cluster demographics
                                                                                                                                                                                • Figure 46: Water filtration clusters, by gender, October 2010
                                                                                                                                                                                • Figure 47: Water filtration clusters, by age, October 2010
                                                                                                                                                                                • Figure 48: Water filtration clusters, by household income, October 2010
                                                                                                                                                                                • Figure 49: Water filtration clusters, by race, October 2010
                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                              • Custom Consumer Groups

                                                                                                                                                                                • Gender and age
                                                                                                                                                                                    • Figure 50: Have any type of water filter or purifier, by gender and age, October 2010
                                                                                                                                                                                    • Figure 51: What consumers say about water, by gender and age, October 2010
                                                                                                                                                                                    • Figure 52: Using filtered water for cooking or to make coffee/tea, by gender and age, October 2010
                                                                                                                                                                                    • Figure 53: Influences leading to the purchase of water filters or purifiers, by gender and age, October 2010
                                                                                                                                                                                  • Race/ethnicity and income
                                                                                                                                                                                      • Figure 54: Have any type of water filter or purifier, by race/ethnicity and income, October 2010
                                                                                                                                                                                      • Figure 55: What consumers say about water, by race/ethnicity and income, October 2010
                                                                                                                                                                                      • Figure 56: Attitudes towards bottled water and water conservation, by race/ethnicity and income, October 2010
                                                                                                                                                                                  • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                    • Young consumers use more pitchers and faucet mount filters
                                                                                                                                                                                      • Figure 57: Water filtration product ownership, by age, October 2010
                                                                                                                                                                                    • Consumers with low incomes are more likely to own pitchers and faucet mounts
                                                                                                                                                                                      • Figure 58: Water filtration product ownership, by household income, October 2010
                                                                                                                                                                                    • Higher ownership of countertop systems in households with children
                                                                                                                                                                                      • Figure 59: Water filtration product ownership, by presence of children under 18 in household, October 2010
                                                                                                                                                                                    • Higher ownership of water softeners among higher income groups
                                                                                                                                                                                      • Figure 60: Water softener ownership, by household income, October 2010
                                                                                                                                                                                    • Higher usage of water softener in the West and Midwest regions
                                                                                                                                                                                      • Figure 61: Water softener ownership, by region, October 2010
                                                                                                                                                                                    • Young consumers purchase more filtration products online
                                                                                                                                                                                      • Figure 62: Influences leading to the purchase of water filters or purifiers, by age, October 2010
                                                                                                                                                                                    • Water conservation is more important to older consumers
                                                                                                                                                                                      • Figure 63: Influences leading to the purchase of water filters or purifiers, by age, October 2010
                                                                                                                                                                                  • Appendix—Trade Associations

                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                    • Ace Hardware Corporation
                                                                                                                                                                                    • Albertsons Inc.
                                                                                                                                                                                    • American Water Works Association (AWWA)
                                                                                                                                                                                    • Applica Incorporated
                                                                                                                                                                                    • Barnes & Noble, Inc
                                                                                                                                                                                    • Bed Bath & Beyond Inc
                                                                                                                                                                                    • Belk, Inc
                                                                                                                                                                                    • Black & Decker
                                                                                                                                                                                    • Brita (USA)
                                                                                                                                                                                    • Cargill Incorporated
                                                                                                                                                                                    • Centers for Disease Control and Prevention
                                                                                                                                                                                    • Clorox Company , The
                                                                                                                                                                                    • Coca-Cola Company (The) (USA)
                                                                                                                                                                                    • Conair Corporation
                                                                                                                                                                                    • Crate & Barrel
                                                                                                                                                                                    • Culligan International Company
                                                                                                                                                                                    • CVS Caremark Corporation
                                                                                                                                                                                    • Dillard's, Inc
                                                                                                                                                                                    • Electrolux Home Products - North America
                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                    • Food and Drug Administration
                                                                                                                                                                                    • General Electric Company
                                                                                                                                                                                    • Home Depot (USA)
                                                                                                                                                                                    • Hotpoint Appliances
                                                                                                                                                                                    • International Bottled Water Association
                                                                                                                                                                                    • J C Penney Company, Inc
                                                                                                                                                                                    • Kmart Corporation
                                                                                                                                                                                    • Los Angeles Times
                                                                                                                                                                                    • Lowe Worldwide
                                                                                                                                                                                    • Macy's, Inc.
                                                                                                                                                                                    • Maytag Corporation
                                                                                                                                                                                    • Meijer
                                                                                                                                                                                    • Menard, Inc
                                                                                                                                                                                    • Morton International Inc.
                                                                                                                                                                                    • National Association of Home Builders (NAHB)
                                                                                                                                                                                    • National Ground Water Association (NGWA)
                                                                                                                                                                                    • Nestlé USA
                                                                                                                                                                                    • Omni Water Filters
                                                                                                                                                                                    • Procter & Gamble Company (The)
                                                                                                                                                                                    • Procter & Gamble USA
                                                                                                                                                                                    • Rohm and Haas Company
                                                                                                                                                                                    • SAM's Club
                                                                                                                                                                                    • Sears Holdings Corporation
                                                                                                                                                                                    • Target Corporation
                                                                                                                                                                                    • The Kroger Co.
                                                                                                                                                                                    • The Neiman Marcus Group Inc
                                                                                                                                                                                    • The New York Times Company
                                                                                                                                                                                    • The Sports Authority Inc
                                                                                                                                                                                    • True Value Company
                                                                                                                                                                                    • Twitter, Inc.
                                                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                                                    • U.S. Bureau of the Census
                                                                                                                                                                                    • U.S. Environmental Protection Agency
                                                                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                                                                    • Water Environment Federation (WEF)
                                                                                                                                                                                    • Water Quality Association (WQA)
                                                                                                                                                                                    • Wegmans Food Markets, Inc
                                                                                                                                                                                    • Whirlpool Corporation
                                                                                                                                                                                    • Whole Foods Market Inc
                                                                                                                                                                                    • YouTube, Inc.

                                                                                                                                                                                    Water Filtration - US - January 2011

                                                                                                                                                                                    £3,199.84 (Excl.Tax)