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Water Filtration - US - November 2014

“Water filtration market sales are struggling, with further declines expected in the coming years. Companies will need to address the issue of filter replacement, convince consumers that these products are essential, and better engage Asian, Hispanic, and Black consumers to reinvigorate the category.”
– Gabriela Elani, Home & Personal Care Analyst

Some questions answered in this report include: 

  • What should companies do to address filter replacement?
  • How can companies make these products “essential” to consumers?
  • How can brands better engage Asian, Hispanic, and Black consumers?

Total US sales of water filtration products in 2014 are $833 million. Though the category sales were strong in the years immediately following the recession, the market has experienced flat to declining sales since 2012. While these products are fairly popular with consumers, they are a nonessential household item unless there is a strong functional driver for purchase and subsequent upkeep (such as issues with tap water quality or taste). Competition from tap water and bottled water has also had a negative impact on the category. Brands need to address the issue of consumers’ non-compliance with filter replacement and boost their health and wellness messaging in marketing campaigns to help reinvigorate sales.

This report builds on the analysis presented in Mintel’s Water Filtration – US, November 2012.

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

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

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

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

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

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

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Table of contents

  1. Scope and Themes

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

                        • The market
                          • Figure 1: Total US retail sales and fan chart forecast of water filtration products, at current prices, 2009-19
                        • Market factors
                          • Tap water quality still a concern for some, especially in urban areas
                            • Growth in Asian, Hispanic, and Black populations will help the water filtration market
                              • Segment performance
                                • Figure 2: Total US retail sales and forecast of water filtration products, by segment, at current prices, 2011-16
                              • Market players
                                • Figure 3: Share of MULO sales of water filtration products, by leading companies, 2014
                              • The consumer
                                • Smaller devices are most popular among consumers
                                  • Figure 4: Incidence of water filtration device/system ownership, August 2014
                                • Improved health and taste drive category participation
                                  • Figure 5: Reasons for owning water filtration products, August 2014
                                • Filter expense and lifespan most commonly felt frustrations with the category
                                  • Consumers agree that filtered water is healthier and tastes better
                                    • Figure 6: Attitudes concerning water filtration, any agreement, August 2014
                                  • Satisfaction with tap water is biggest detractor for why consumers don’t buy products
                                    • What we think
                                    • Issues and Insights

                                        • What should companies do to address filter replacement?
                                          • The issues
                                            • The implications
                                              • How can companies make these products “essential” to consumers?
                                                • The issues
                                                  • The implications
                                                    • How can brands better engage Asian, Hispanic, and Black consumers?
                                                      • The issues
                                                        • The implications
                                                        • Trend Application

                                                            • Trend: Rebirth of Cities
                                                              • Trend: Extend My Brand
                                                                • Trend: Help Me Help Myself
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Sales and forecast of water filtration products
                                                                      • Figure 7: Total US retail sales and forecast of water filtration products, at current prices, 2009-19
                                                                      • Figure 8: Total US retail sales and forecast of water filtration products, at inflation-adjusted prices, 2009-19
                                                                    • Water filtration sales are declining
                                                                      • Figure 9: Total US retail sales and fan chart forecast of water filtration products, at current prices, 2009-19
                                                                    • Forecast methodology
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • Quality of municipal tap water remains a concern in some areas
                                                                          • Bottled water bans becoming more commonplace, but bottled water market is still growing
                                                                            • Hispanic, Asian, and Black population growth will help the category
                                                                              • Figure 10: Population, by race and Hispanic Origin, 2009-19
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Water filtration sales by segment
                                                                                • Figure 11: Segment share of total US retail sales of water filtration products, 2014
                                                                              • Water filter sales are starting to decline
                                                                                • Figure 12: Total US retail sales and forecast of water filters, at current prices, 2009-19
                                                                              • Water filtration device sales are also dropping
                                                                                • Figure 13: Total US retail sales and forecast of water filtration devices, at current prices, 2009-19
                                                                            • Retail Channels

                                                                              • Key points
                                                                                • “Other retail channels” account for majority of water filtration sales
                                                                                  • Sales of water filtration products, by channel
                                                                                    • Figure 14: Total US retail sales of water filtration products, by channel, at current prices, 2009-14
                                                                                • Leading Companies

                                                                                  • Key points
                                                                                    • Clorox and Helen of Troy account for majority of MULO sales
                                                                                      • Retailers gaining ground with private label offerings
                                                                                        • “Other” companies struggling in MULO channels
                                                                                          • MULO manufacturer sales of water filtration products
                                                                                            • Figure 15: MULO sales of water filtration products, by leading companies, 2013 and 2014
                                                                                        • Brand Share – Water Filters

                                                                                          • Key points
                                                                                            • Despite dominance, top brands struggle in MULO filter segment
                                                                                              • Retailers and smaller companies see the most success
                                                                                                • MULO sales of water filters
                                                                                                  • Figure 16: MULO sales of water filters, by leading companies, 2013 and 2014
                                                                                              • Brand Share – Water Filtration Devices

                                                                                                • Key points
                                                                                                  • Brita experiences declines while PUR sees solid gains
                                                                                                    • MULO sales of water filtration devices
                                                                                                      • Figure 17: MULO sales of water filtration devices, by leading companies, 2013 and 2014
                                                                                                  • Innovations and Innovators

                                                                                                    • Overview
                                                                                                      • Portable bottles with built-in filters
                                                                                                        • Grayl
                                                                                                          • Figure 18: Grayl website
                                                                                                        • OKO Filtration Water Bottles
                                                                                                          • Figure 19: OKO website
                                                                                                        • Pitchers
                                                                                                          • Soma
                                                                                                            • Figure 20: Soma website
                                                                                                          • Water Fall by KOR
                                                                                                            • Figure 21: Water Fall by KOR Kickstarter campaign
                                                                                                          • Single filters
                                                                                                            • EveryDrop Water Filter
                                                                                                              • Figure 22: EveryDrop Water Filter website
                                                                                                            • WaterBean
                                                                                                              • Figure 23: WaterBean website
                                                                                                          • Marketing Strategies

                                                                                                            • Overview
                                                                                                              • PUR utilizes a humorous “water critic” in its newest campaign
                                                                                                                • Figure 24: PUR Water critic advertisement
                                                                                                              • Brita wants to show consumers how much sugar they are drinking
                                                                                                                • Figure 25: Cola Rain Brita advertisement
                                                                                                            • Product Ownership

                                                                                                              • Key points
                                                                                                                • Smaller devices more popular than larger systems
                                                                                                                    • Figure 26: Incidence of water filtration device/system ownership, August 2014
                                                                                                                  • Consumers most apt to only own one device/system
                                                                                                                    • Figure 27: Repertoire on incidence of water filtration device/system ownership, August 2014
                                                                                                                  • Younger consumers more engaged in the filtration market
                                                                                                                    • Figure 28: Incidence of water filtration device/system ownership, by age, August 2014
                                                                                                                  • Households with children are key segment for category
                                                                                                                    • Figure 29: Incidence of water filtration device/system ownership, by age of children, August 2014
                                                                                                                  • Urban consumers most likely to own small devices
                                                                                                                    • Figure 30: Incidence of water filtration device/system ownership, by area, August 2014
                                                                                                                • Brand Usage

                                                                                                                  • Key points
                                                                                                                    • Brita most popular water filtration brand among younger consumers
                                                                                                                        • Figure 31: Water filtration brands used, by age, January 2013-March 2014
                                                                                                                      • Brita and PUR more popular among middle- and lower-income consumers
                                                                                                                        • Figure 32: Water filtration brands used, by household income, January 2013-March 2014
                                                                                                                    • Reasons for Owning Water Filtration Products

                                                                                                                      • Key points
                                                                                                                        • Consumers want better tasting and healthier drinking water
                                                                                                                          • Figure 33: Reasons for owning water filtration products, August 2014
                                                                                                                        • Younger consumers want healthier drinking water
                                                                                                                          • Figure 34: Reasons for owning water filtration products, by age, august 2014
                                                                                                                        • Parents want healthier drinking water for their households
                                                                                                                          • Figure 35: Reasons for owning water filtration products, by age of children, august 2014
                                                                                                                      • Purchase Factors

                                                                                                                        • Key points
                                                                                                                          • Consumers want products that are easy to use and durable
                                                                                                                            • Figure 36: Factors rated as very important when selecting water filtration products, August 2014
                                                                                                                          • Younger consumers most apt to pay attention to brand and design
                                                                                                                            • Figure 37: Factors rated as very important when selecting water filtration products, by age, August 2014
                                                                                                                          • Function matters across income segments
                                                                                                                            • Figure 38: Factors rated as very important when selecting water filtration products, by household income, August 2014
                                                                                                                        • Current Frustrations

                                                                                                                          • Key points
                                                                                                                            • Frustrations around replacement filters most prominent
                                                                                                                                • Figure 39: Frustrations with current water filtration products, August 2014
                                                                                                                              • Younger consumers want longer-lasting filters
                                                                                                                                • Figure 40: Frustrations with current water filtration products, by age, August 2014
                                                                                                                              • Device cleaning and refilling frustrate some parents
                                                                                                                                • Figure 41: Frustrations with current water filtration products, by age of children, August 2014
                                                                                                                            • Attitudes Concerning Water Filtration

                                                                                                                              • Key points
                                                                                                                                • Consumers agree that filtered water is healthier and tastes better
                                                                                                                                  • Figure 42: Attitudes concerning water filtration, any agreement, August 2014
                                                                                                                                • Younger consumers have strongest opinions around water filtration
                                                                                                                                  • Figure 43: Attitudes concerning water filtration – Any agree, by age, August 2014
                                                                                                                                • Parents demonstrate the most concern regarding water quality
                                                                                                                                  • Figure 44: Attitudes concerning water filtration – Any agree, by age of children, August 2014
                                                                                                                              • Reasons for Not Owning Water Filtration Products

                                                                                                                                • Key points
                                                                                                                                  • Satisfaction with tap water is top reason for not owning products
                                                                                                                                      • Figure 45: Reasons for not owning water filtration products, August 2014
                                                                                                                                    • Older consumers more apt to be happy with their tap water
                                                                                                                                      • Figure 46: Reasons for not owning water filtration products, by age, August 2014
                                                                                                                                    • Suburban and rural consumers satisfied with their tap water
                                                                                                                                      • Figure 47: Reasons for not owning water filtration products, by area, August 2014
                                                                                                                                  • Impact of Race and Hispanic Origin

                                                                                                                                    • Key points
                                                                                                                                      • Asians/Pacific Islanders and Hispanics most likely to own water filtration products
                                                                                                                                          • Figure 48: Incidence of water filtration device/system ownership, by race/Hispanic origin, August 2014
                                                                                                                                        • Health and cost savings key reasons for product ownership
                                                                                                                                          • Figure 49: Reasons for owning water filtration products, by race/Hispanic origin, august 2014
                                                                                                                                        • Hispanics look for durability and ease of use in their products
                                                                                                                                          • Figure 50: Important factors when selecting water filtration products – Very important, by race/Hispanic origin, August 2014
                                                                                                                                        • Hispanics and Blacks demonstrate most concern around water quality
                                                                                                                                          • Figure 51: Attitudes concerning water filtration – Any agree, by race/Hispanic origin, August 2014
                                                                                                                                      • Appendix – Other Market Tables

                                                                                                                                        • Segment performance
                                                                                                                                          • Figure 52: Total US retail sales of water filtration products, by segment, at current prices, 2012-14
                                                                                                                                        • Retail channels
                                                                                                                                          • Figure 53: Total US retail sales of water filtration products, by channel, at current prices, 2012-14
                                                                                                                                        • Key purchase measures
                                                                                                                                          • Figure 54: Key purchase measures for the top water filtration brands, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
                                                                                                                                      • Appendix – Other Useful Consumer Tables

                                                                                                                                        • Product ownership
                                                                                                                                          • Figure 55: Incidence of water filtration device/system ownership, by gender and age, August 2014
                                                                                                                                          • Figure 56: Incidence of water filtration device/system ownership, by household income, August 2014
                                                                                                                                          • Figure 57: Incidence of water filtration device/system ownership, by marital/relationship status, August 2014
                                                                                                                                          • Figure 58: Incidence of water filtration device/system ownership, by regions, August 2014
                                                                                                                                          • Figure 59: Incidence of water filtration device/system ownership, by incidence of dieting, August 2014
                                                                                                                                        • Brand usage
                                                                                                                                          • Figure 60: Water filtration brands used, by gender and age, January 2013-March 2014
                                                                                                                                          • Figure 61: Water filtration brands used, by household size, January 2013-March 2014
                                                                                                                                          • Figure 62: Water filtration brands used, by presence of children in household, January 2013-March 2014
                                                                                                                                          • Figure 63: Water filtration brands used, by region, January 2013-March 2014
                                                                                                                                          • Figure 64: Water filtration brands used, by marital status, January 2013-March 2014
                                                                                                                                          • Figure 65: Water filtration brands used, by marital status and presence of children in household, January 2013-March 2014
                                                                                                                                        • Reasons for owning water filtration products
                                                                                                                                          • Figure 66: Reasons for owning water filtration products, by gender and age, august 2014
                                                                                                                                          • Figure 67: Reasons for owning water filtration products, by household income, august 2014
                                                                                                                                          • Figure 68: Reasons for owning water filtration products, by regions, august 2014
                                                                                                                                          • Figure 69: Reasons for owning water filtration products, by area, august 2014
                                                                                                                                        • Purchase factors
                                                                                                                                          • Figure 70: Factors when selecting water filtration products, August 2014
                                                                                                                                          • Figure 71: Factors rated as very important when selecting water filtration products, by gender and age, August 2014
                                                                                                                                          • Figure 72: Factors rated as very important when selecting water filtration products, by age of children, August 2014
                                                                                                                                          • Figure 73: Factors rated as very important when selecting water filtration products, by household size, August 2014
                                                                                                                                          • Figure 74: Factors rated as very important when selecting water filtration products, by regions, August 2014
                                                                                                                                          • Figure 75: Factors rated as very important when selecting water filtration products, by area, August 2014
                                                                                                                                          • Figure 76: Factors rated as very important when selecting water filtration products, by incidence of product/system ownership, August 2014
                                                                                                                                        • Current frustrations
                                                                                                                                          • Figure 77: Frustrations with current water filtration products, by gender and age, August 2014
                                                                                                                                          • Figure 78: Frustrations with current water filtration products, by household income, August 2014
                                                                                                                                          • Figure 79: Frustrations with current water filtration products, by regions, August 2014
                                                                                                                                          • Figure 80: Frustrations with current water filtration products, by area, August 2014
                                                                                                                                        • Attitudes concerning water filtration
                                                                                                                                          • Figure 81: Attitudes concerning water filtration, August 2014
                                                                                                                                          • Figure 82: Attitudes concerning water filtration – Any agree, by gender and age, August 2014
                                                                                                                                          • Figure 83: Attitudes concerning water filtration – Any agree, by household income, August 2014
                                                                                                                                          • Figure 84: Attitudes concerning water filtration – Any agree, by area, August 2014
                                                                                                                                          • Figure 85: Attitudes concerning water filtration – Any agree, by household size, August 2014
                                                                                                                                          • Figure 86: Attitudes concerning water filtration – Any agree, by regions, August 2014
                                                                                                                                        • Reasons for not owning water filtration products
                                                                                                                                          • Figure 87: Reasons for not owning water filtration products, by gender and age, August 2014
                                                                                                                                          • Figure 88: Reasons for not owning water filtration products, by household income, August 2014
                                                                                                                                          • Figure 89: Reasons for not owning water filtration products, by regions, August 2014
                                                                                                                                          • Figure 90: Reasons for not owning water filtration products, by household size, August 2014
                                                                                                                                          • Figure 91: Reasons for not owning water filtration products, by age of children, August 2014
                                                                                                                                        • Impact of race and Hispanic origin
                                                                                                                                          • Figure 92: Water filtration brands used, by race/Hispanic origin, January 2013-March 2014
                                                                                                                                          • Figure 93: Frustrations with current water filtration products, by race/Hispanic origin, August 2014
                                                                                                                                          • Figure 94: Reasons for not owning water filtration products, by race/Hispanic origin, August 2014
                                                                                                                                      • Appendix – Trade Associations

                                                                                                                                        Companies Covered

                                                                                                                                        • Brita (USA)
                                                                                                                                        • Clorox Company , The
                                                                                                                                        • Home Depot (USA)
                                                                                                                                        • Walmart Stores (USA)

                                                                                                                                        Water Filtration - US - November 2014

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