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Water Filtration - US - November 2012

“The water filtration market can expect to see growth in the next few years due to the cost, health, and environmental benefits that consumers associate with this market. However, the market faces strong competition from bottled water and tap water. Water filtration companies should look to how to make their offerings more convenient. In addition, to ensure the market’s continued growth companies and brands should consider the needs of growing ethnic demographic segments along with how to engage a segment that doesn’t participate as strongly in order to facilitate increased use and sales growth in the coming years.”

– Gabriela Mendieta, Home & Personal Care Analyst

Some questions answered in this report include:

  • How can water filtration companies offer consumers greater convenience in order to compete with bottled water?
  • What opportunities are there to engage older consumers who aren’t playing as big a role in this category?
  • To what extent will growing ethnic populations play a role in the water filtration market?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: Total U.S. retail sales and fan chart forecast of water filtration market, at current prices, 2007-17
                        • Market factors
                          • Growing concerns over the quality of municipal tap water
                            • Backlash over bottled water causes more consumers to consider alternatives
                              • Growing ethnic populations may drive market growth in the future
                                • Childhood obesity could increase usage
                                  • Retail channels
                                    • Key players
                                      • Figure 2: MULO sales of water filtration products, by leading companies, 52 weeks ending Aug. 12, 2012
                                    • The water filtration consumer
                                      • Incidence of ownership is high
                                        • Figure 3: Incidence of water filtration product ownership, July 2012
                                      • Taste and health key reasons for why consumers currently own products
                                        • Figure 4: Reasons for having water filtration product in home, July 2012
                                      • Health perceptions and taste main drivers for initial purchase
                                        • Figure 5: Reasons for initial purchase, July 2012
                                      • Consumer reviews and personal recommendations play important role in influencing product purchase
                                        • Figure 6: Purchase behaviors, by age, July 2012
                                      • Eco-friendly opinions resonate the most strongly with consumers
                                        • Figure 7: Attitudes toward water filtration, any agreement, July 2012
                                      • Sufficient tap water functions as main detractor for many
                                        • Figure 8: Water filtration detractors, July 2012
                                      • What we think
                                      • Issues in the Market

                                          • How can water filtration companies offer consumers greater convenience in order to compete with bottled water?
                                            • What opportunities are there to engage older consumers who aren’t playing as big a role in this category?
                                              • To what extent will growing ethnic populations play a role in the water filtration market?
                                              • Insights and Opportunities

                                                • Brand extension into personal care
                                                  • Placing an emphasis on weight loss
                                                    • Focus on children and young families
                                                      • Integration of filters into other appliances or products
                                                      • Trend Applications

                                                          • Trend: Transumers
                                                            • Trend: A Simple Balance for Health
                                                              • 2015 Trend: Access Anything, Anywhere
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Water filtration market sales expected to grow at slower rate than years past
                                                                    • Sales and forecast of water filtration market
                                                                      • Figure 9: Total U.S. retail sales and forecast of water filtration market, at current prices, 2007-17
                                                                      • Figure 10: Total U.S. retail sales and forecast of water filtration market, at inflation-adjusted prices, 2007-17
                                                                    • Fan chart forecast
                                                                        • Figure 11: Total U.S. retail sales and fan chart forecast of water filtration market, at current prices, 2007-17
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • Growing concerns over the quality of municipal tap water
                                                                          • Backlash over bottled water lessens, but continues on
                                                                            • Growing ethnic populations may help market in the future
                                                                              • Figure 12: Population, by race and Hispanic origin, 2007-17
                                                                            • Childhood obesity concerns could increase usage
                                                                            • Competitive Context

                                                                              • Municipal tap water is convenient and free
                                                                                • Figure 13: Water filtration detractors, July 2012
                                                                              • Bottled water consumption continues
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Market dominated largely by water softeners/treatments, but devices see growth
                                                                                    • Sales of water filtration products, by segment
                                                                                      • Figure 14: Total U.S. retail sales of water filtration products, by segment, at current prices, 2010 and 2012
                                                                                  • Segment Performance—Water Softeners/Treatments

                                                                                    • Key points
                                                                                      • Expense and potential health concerns may be impacting segment
                                                                                        • Sales and forecast of water softeners/treatments
                                                                                          • Figure 15: Total U.S. retail sales and forecast of water softeners/treatments, at current prices, 2007-17
                                                                                      • Segment Performance—Devices

                                                                                        • Key points
                                                                                          • Device segment is best-performing segment in the market
                                                                                            • Sales and forecast of water filtration devices
                                                                                              • Figure 16: Total U.S. retail sales and forecast of devices, at current prices, 2007-17
                                                                                          • Segment Performance—Filters

                                                                                            • Key points
                                                                                              • Filters segment is struggling the most
                                                                                                • Sales and forecast of filters
                                                                                                  • Figure 17: Total U.S. retail sales and forecast of filters, at current prices, 2007-17
                                                                                              • Retail Channels

                                                                                                • Key point
                                                                                                  • Majority of water filtration purchases take place in mass merchandisers, hardware stores, and home centers
                                                                                                    • Sales of water filtration products, by channel
                                                                                                      • Figure 18: Total U.S. retail sales of water filtration products, by channel, at current prices, 2010-12
                                                                                                  • Retail Channels—Supermarkets

                                                                                                    • Key points
                                                                                                      • Supermarket sales struggle, but there may be opportunities for growth
                                                                                                        • Supermarket sales of water filtration products
                                                                                                          • Figure 19: U.S. supermarket sales of water filtration products, at current prices, 2007-12
                                                                                                      • Retail Channels—Drug Stores

                                                                                                        • Key points
                                                                                                          • Drug store channel experiencing most dramatic decline
                                                                                                            • Drug store sales of water filtration products
                                                                                                              • Figure 20: U.S drug store sales of water filtration products, at current prices, 2007-12
                                                                                                          • Retail Channels—Other Retail Channels

                                                                                                            • Key points
                                                                                                              • Other retail channels experiencing gains will likely continue to do so in the coming years
                                                                                                                • Other retail channels sales of water filtration products
                                                                                                                  • Figure 21: U.S sales of water filtration products, through other channels, at current prices, 2007-12
                                                                                                              • Leading Companies

                                                                                                                • Key points
                                                                                                                  • Three players command the majority of the market share
                                                                                                                    • MULO manufacturer sales of water filtration products
                                                                                                                      • Figure 22: MULO sales of water filtration products, by leading companies, 2011 and 2012
                                                                                                                  • Brand Share—Water Softeners/Treatments

                                                                                                                    • Key points
                                                                                                                      • Overall segment is declining but Morton Salt still dominates
                                                                                                                        • MULO sales of water softeners/treatments
                                                                                                                          • Figure 23: MULO sales of water softeners/treatments, by leading companies, 2011 and 2012
                                                                                                                      • Brand Share—Water Filtration Devices

                                                                                                                        • Key points
                                                                                                                          • Brita and other brands boast growth
                                                                                                                            • PUR struggles
                                                                                                                              • MULO sales of water filtration devices
                                                                                                                                • Figure 24: MULO sales of water filtration devices, by leading companies, 2011 and 2012
                                                                                                                            • Brand Share—Filters

                                                                                                                              • Key point
                                                                                                                                • MULO filter sales experience declines similar to those experienced by the overall segment
                                                                                                                                  • MULO sales of filters
                                                                                                                                    • Figure 25: MULO sales of filters, by leading companies, 2011 and 2012
                                                                                                                                • Innovations and Innovators

                                                                                                                                  • Overview
                                                                                                                                    • Portability a key market trend
                                                                                                                                      • Kid-friendly products beginning to emerge
                                                                                                                                        • Sleeker and more modern designs
                                                                                                                                        • Marketing Strategies

                                                                                                                                          • Overview of the brand landscape
                                                                                                                                            • Brand analysis: Brita
                                                                                                                                              • Figure 26: Brand analysis of Brita, 2012
                                                                                                                                            • Online initiatives
                                                                                                                                                • Figure 27: Tweets from Brita FilterForGood twitter account, 2012
                                                                                                                                              • TV presence
                                                                                                                                                • Figure 28: Brita Bottle television ad, 2011
                                                                                                                                              • Brand analysis: PUR
                                                                                                                                                • Figure 29: Brand analysis of PUR, 2012
                                                                                                                                              • Online initiatives
                                                                                                                                                  • Figure 30: Tweets from PUR twitter account, 2012
                                                                                                                                                • TV presence
                                                                                                                                                  • Figure 31: PUR One-Click Water television ad, 2012
                                                                                                                                                  • Figure 32: PUR One Click Faucet television ad, 2012
                                                                                                                                                • Brand analysis: Bobble
                                                                                                                                                  • Figure 33: Brand analysis of Bobble, 2012
                                                                                                                                                • Online initiatives
                                                                                                                                                    • Figure 34: Tweets from Bobble twitter account, 2012
                                                                                                                                                • Incidence of Water Filtration Product Ownership

                                                                                                                                                  • Key points
                                                                                                                                                    • Overall water filtration product/system ownership high across segments
                                                                                                                                                        • Figure 35: Incidence of water filtration product ownership, July 2012
                                                                                                                                                      • Incidence of ownership of products/systems declines with age in most instances
                                                                                                                                                        • Figure 36: Incidence of water filtration product ownership, by age, July 2012
                                                                                                                                                      • Usage of water filtration systems/devices highest among higher-income households
                                                                                                                                                        • Figure 37: Incidence of water filtration product ownership, by household income, July 2012
                                                                                                                                                    • Water Filtration Brand Incidence

                                                                                                                                                      • Key points
                                                                                                                                                        • Many consumers use Brita brand but “other” brands more prevalent
                                                                                                                                                          • Figure 38: Water filtration brands used, by household income, January 2011-March 2012
                                                                                                                                                        • Brita has strong presence in the Northeast while PUR finds most users in the South
                                                                                                                                                          • Figure 39: Water filtration brands used, by region, January 2011-March 2012
                                                                                                                                                      • Reasons for Owning Water Filtration Products/Systems

                                                                                                                                                        • Key points
                                                                                                                                                          • Taste and health key reasons for why consumers filter their water
                                                                                                                                                            • Figure 40: Reasons for having water filtration product in home, by gender, July 2012
                                                                                                                                                          • Younger consumers look to save money; older consumers want to improve the taste of their coffee or tea
                                                                                                                                                            • Figure 41: Reasons for having water filtration product in home, by age, July 2012
                                                                                                                                                          • Lower-income households driven by health and cost; higher-income households already have these products at home
                                                                                                                                                            • Figure 42: Reasons for having water filtration product in home, by household income, July 2012
                                                                                                                                                          • Urban consumers more driven by health and cost than suburban and rural counterparts
                                                                                                                                                            • Figure 43: Reasons for having water filtration product in home, by urban area, July 2012
                                                                                                                                                          • Specific product types are tied with why consumers have these products in their homes
                                                                                                                                                            • Figure 44: Reasons for having water filtration product in home, by incidence of water filtration product ownership, July 2012
                                                                                                                                                            • Figure 45: Reasons for having water filtration product in home, by incidence of water filtration product ownership, July 2012
                                                                                                                                                        • Reasons for Initial Purchase

                                                                                                                                                          • Key points
                                                                                                                                                            • Health perceptions and taste main drivers for initial purchase
                                                                                                                                                              • Figure 46: Reasons for initial purchase, by gender, July 2012
                                                                                                                                                            • Health a main trigger for younger consumers; convenience more likely to be trigger for older consumers
                                                                                                                                                              • Figure 47: Reasons for initial purchase, by age, July 2012
                                                                                                                                                            • Health and taste main reasons for consumers in lower-income segments
                                                                                                                                                              • Figure 48: Reasons for initial purchase, by household income, July 2012
                                                                                                                                                            • Greater variety of reasons for initial purchase of water filtration products come from households with children
                                                                                                                                                              • Figure 49: Reasons for initial purchase, by presence of children in household, July 2012
                                                                                                                                                            • Owners of pitchers, tap/faucet mounted filters, and portable water bottles most likely to have reacted to common drivers
                                                                                                                                                              • Figure 50: Reasons for initial purchase, by incidence of water filtration product ownership, July 2012
                                                                                                                                                              • Figure 51: Reasons for initial purchase, by incidence of water filtration product ownership, July 2012
                                                                                                                                                          • Purchase Behaviors

                                                                                                                                                            • Key points
                                                                                                                                                              • Consumer reviews and personal recommendations play important role in influencing product purchase
                                                                                                                                                                • Figure 52: Purchase behaviors, by gender, July 2012
                                                                                                                                                              • Consumer reviews and personal recommendations play important role in influencing product purchase
                                                                                                                                                                • Figure 53: Purchase behaviors, by age, July 2012
                                                                                                                                                              • Those with children in the home more discerning in purchase behaviors
                                                                                                                                                                • Figure 54: Purchase behaviors, by presence of children in household, July 2012
                                                                                                                                                            • Purchase Factors

                                                                                                                                                              • Key points
                                                                                                                                                                • Ease of use and ease of installation the most important factors
                                                                                                                                                                  • Figure 55: Purchase factors, by gender, July 2012
                                                                                                                                                                • Consumers aged 25-44 most likely to find a number of features important
                                                                                                                                                                  • Figure 56: Purchase factors, by age, July 2012
                                                                                                                                                              • Retail Locations

                                                                                                                                                                • Key points
                                                                                                                                                                  • Mass merchandisers and home builder stores key retail channels
                                                                                                                                                                    • Figure 57: Retail locations, July 2012
                                                                                                                                                                  • Lower-income consumers more likely to shop at mass merchandisers
                                                                                                                                                                    • Figure 58: Retail locations, by household income, July 2012
                                                                                                                                                                  • Product comparisons most likely to take place at mass merchandisers
                                                                                                                                                                    • Figure 59: Retail locations, by purchase behaviors, July 2012
                                                                                                                                                                • Attitudes toward Water Filtration

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Eco-friendly attitudes most prevalent
                                                                                                                                                                      • Figure 60: Attitudes toward water filtration, July 2012
                                                                                                                                                                    • Consumers aged 25-34 display strongest agreement in statements focused on benefits and concerns around water quality
                                                                                                                                                                      • Figure 61: Attitudes toward water filtration, by age, July 2012
                                                                                                                                                                    • Consumers in households of less than $50K have strong opinions around water filtration
                                                                                                                                                                      • Figure 62: Attitudes toward water filtration, by household income, July 2012
                                                                                                                                                                    • Presence of children drives stronger concern around tap water safety and perceived superiority of filtered water
                                                                                                                                                                      • Figure 63: Attitudes toward water filtration, by presence of children in household, July 2012
                                                                                                                                                                  • Water Filtration Detractors

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Sufficient tap water acts as main detractor for most consumers
                                                                                                                                                                        • Figure 64: Water filtration detractors, by gender, July 2012
                                                                                                                                                                      • Consumers aged 55+ most likely to be fine with current tap water available
                                                                                                                                                                        • Figure 65: Water filtration detractors, by age, July 2012
                                                                                                                                                                      • Income determines main detractors for consumers
                                                                                                                                                                        • Figure 66: Water filtration detractors, by household income, July 2012
                                                                                                                                                                      • Midwest consumers the most satisfied with their tap water quality
                                                                                                                                                                        • Figure 67: Water filtration detractors, by region, July 2012
                                                                                                                                                                    • Race and Hispanic Origin

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Asians/Pacific Islanders most likely to own water filtration products
                                                                                                                                                                          • Figure 68: Incidence of water filtration product ownership, by race/Hispanic origin, July 2012
                                                                                                                                                                        • Brita commands high usage rate among Asians; PUR commands high usage rate among blacks
                                                                                                                                                                          • Figure 69: Water filtration brands used, by race/Hispanic origin, January 2011-March 2012
                                                                                                                                                                        • Blacks own water filtration products due to health and cost savings
                                                                                                                                                                          • Figure 70: Reasons for having water filtration product in home, by race/Hispanic origin, July 2012
                                                                                                                                                                        • Blacks more likely than other demographic segments to react to a number of triggers
                                                                                                                                                                          • Figure 71: Reasons for initial purchase, by race/Hispanic origin, July 2012
                                                                                                                                                                        • Consumer reviews and personal recommendations even more impactful for blacks, other races, and Hispanics
                                                                                                                                                                          • Figure 72: Purchase behaviors, by race/Hispanic origin, July 2012
                                                                                                                                                                        • Hispanics and other races least likely to cite sufficient tap water and taste as being detractors
                                                                                                                                                                          • Figure 73: Water filtration detractors, by race/Hispanic origin, July 2012
                                                                                                                                                                      • Appendix—Other Useful Consumer Tables

                                                                                                                                                                        • Incidence of water filtration product ownership
                                                                                                                                                                          • Figure 74: Incidence of water filtration product ownership, by gender, July 2012
                                                                                                                                                                          • Figure 75: Incidence of water filtration product ownership, by age, July 2012
                                                                                                                                                                          • Figure 76: Incidence of water filtration product ownership, by household income, July 2012
                                                                                                                                                                          • Figure 77: Incidence of water filtration product ownership, by race/Hispanic origin, July 2012
                                                                                                                                                                        • Reasons for purchase
                                                                                                                                                                          • Figure 78: Reasons for initial purchase, by urban area, July 2012
                                                                                                                                                                        • Purchase behaviors
                                                                                                                                                                          • Figure 79: Purchase behaviors, by household income, July 2012
                                                                                                                                                                          • Figure 80: Purchase behaviors, by generation, July 2012
                                                                                                                                                                        • Purchase factors
                                                                                                                                                                          • Figure 81: Purchase factors, July 2012
                                                                                                                                                                          • Figure 82: Purchase factors, by household income, July 2012
                                                                                                                                                                          • Figure 83: Purchase factors, by generation, July 2012
                                                                                                                                                                        • Retail locations
                                                                                                                                                                          • Figure 84: Retail locations, by age, July 2012
                                                                                                                                                                          • Figure 85: Retail locations, by race/Hispanic origin, July 2012
                                                                                                                                                                          • Figure 87: Retail locations, by generation, July 2012
                                                                                                                                                                        • Attitudes toward water filtration
                                                                                                                                                                          • Figure 88: Attitudes toward water filtration, by gender, July 2012
                                                                                                                                                                          • Figure 89: Attitudes toward water filtration, by age, July 2012
                                                                                                                                                                          • Figure 90: Attitudes toward water filtration, by household income, July 2012
                                                                                                                                                                        • Water filtration detractors
                                                                                                                                                                          • Figure 91: Water filtration detractors, by urban area, July 2012
                                                                                                                                                                          • Figure 92: Water filtration detractors, by generation, July 2012
                                                                                                                                                                      • Appendix—Trade Associations

                                                                                                                                                                        Companies Covered

                                                                                                                                                                        • Brita (USA)
                                                                                                                                                                        • Clorox Company , The
                                                                                                                                                                        • Helen of Troy Limited
                                                                                                                                                                        • Morton International Inc.
                                                                                                                                                                        • Procter & Gamble Company (The)
                                                                                                                                                                        • Rohm and Haas Company

                                                                                                                                                                        Water Filtration - US - November 2012

                                                                                                                                                                        £3,199.84 (Excl.Tax)