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Water Filtration - US - November 2015

From 2010-15, US retail sales of water filtration products have fallen nearly 1%, reaching an estimated $807 million in 2015. While sales in the water filtration device segment showed modest growth from 2013-15, sales in the water filter segment dropped sharply. The availability of acceptable tap water and the convenience of bottled water pose challenges to both segments, though growth in private label replacement filter options has impacted the water filter segment.

  • Sales have fallen from 2010-15, with water filters posting steep declines
  • Bottled water competes with filtered water and has shown strong growth
  • Barriers to usage range from adequate tap water to the cost of water filters

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Sales have fallen from 2010-15, with water filters posting steep declines
            • Figure 1: Sales of water filtration products, by segment, at current prices, 2013 and 2015
          • Bottled water competes with filtered water and has shown strong growth
            • Barriers to usage range from adequate tap water to the cost of water filters
              • Figure 2: Select barriers to use of water filtration devices, August 2015
              • Figure 3: Select concerns of water filtration products, August 2015
            • The opportunities
              • Dynamic, growing demographic groups are top users of water filtration products
                • Figure 4: Any ownership of water filtration products, by millennials, Asians, and Hispanics, August 2015
              • Benefits to usage include heath, taste, saving money, and being eco-friendly
                • Figure 5: Top five reasons for owning water filtration products, August 2015
              • High interest in a range of innovations suggests growth opportunities
                • Figure 6: Interest in select product innovations, by millennials and Hispanics, August 2015
              • What it means
              • The Market – What You Need to Know

                • Sales have fallen from 2010-15, declines projected to continue
                  • Bottled water offers steep competition
                    • Safety and taste issues with tap water can drive water filtration usage
                      • Growth in Millennial, Asian, and Hispanic populations should drive sales
                      • Market Size and Forecast

                        • Sales decline for the third consecutive year
                          • Prospects for growth lie with Millennials, Hispanics, and Asians
                            • Figure 7: Total US sales and fan chart forecast of water filtration products, at current prices, 2010-20
                            • Figure 8: Total US sales and forecast of water filtration products, at current prices, 2010-20
                        • Market Breakdown

                          • Despite being largest segment, water filters see market share shrink
                            • Filter sales projected to decline through 2020, devices to grow modestly
                              • Figure 9: Sales of water filtration products, by segment, at current prices, 2013 and 2015
                              • Figure 10: Total US sales and forecast of water filtration products, by segment, at current prices, 2010-20
                            • Other retail channels account for 90% of water filtration sales
                              • Figure 11: Total US sales of water filtration products, by channel, at current prices, 2013 and 2015
                          • Market Perspective

                            • Bottled water competes on many fronts with water filtration products
                              • Top users of bottled water also over index for water filtration usage
                                • Interest in sparkling and enhanced water shape opportunities
                                  • Refrigerator or house-wide filters can limit water filtration device usage
                                    • Figure 12: Water filtration system ownership and interest, August 2015
                                • Market Factors

                                  • Concerns about tap water drive water filtration usage
                                    • Growth in Millennial population should be a positive driver
                                      • Figure 13: Any ownership of select water filtration products, by generations, august 2015
                                      • Figure 14: population by generations, 2010-20
                                    • Millennials concerns, interests and tech-friendly habits will shape market
                                      • Hispanic and Asian population growth should also drive market
                                        • Figure 15: Any ownership of water filtration products, by race and Hispanic origin, august 2015
                                        • Figure 16: population by race and Hispanic origin, 2010-20
                                    • Key Players – What You Need to Know

                                      • Largest suppliers – Clorox and Helen of Troy – see MULO sales fall
                                        • New pitchers and filter indicators among Brita and PUR innovations
                                          • ZeroWater Technologies and Keurig Green Mountain grow share
                                            • More smart devices and embedded technology lie ahead
                                            • Manufacturer Sales of Water Filtration Products

                                              • Clorox and Helen of Troy hold 78% market share, but see sales fall
                                                • Private label products are a growing market force
                                                  • A few smaller suppliers build greater share of MULO sales
                                                    • Manufacturer sales of water filtration products
                                                      • Figure 17: MULO sales of water filtration products, by leading companies, rolling 52 weeks 2014 and 2015
                                                  • What’s Working?

                                                    • Brita innovates around product design
                                                      • PUR’s “Ultimate” and “PUR Plus” pitchers incorporate new features
                                                        • Filtering integrated into Keurig brewing system post strong sales
                                                          • ZeroWater Technologies touts superior performance, shares information
                                                            • Figure 18: ZeroWater Television ad, comparison with brita, october 2014
                                                        • What’s Struggling?

                                                          • Brita and PUR water filters are losing share to private label filters
                                                            • 3M Filtrete devices and filters post declining MULO sales
                                                            • What’s Next?

                                                              • Imbedded technology and automatic replenishment services
                                                                • High-end filters integrated into connected refrigerators, brewers
                                                                  • Stylish, eco-friendly, high-end, and high-tech filtered water bottles
                                                                    • Seventh Generation’s stylish, fun, eco-friendly bobble
                                                                      • Black+Blum’s retro design with binchotan active charcoal
                                                                        • Tiny Watergizzi for everyday, emergency use and travel
                                                                          • ZeroWater Technologies new tumbler model with filter indicator
                                                                            • Figure 19: ZeroWater tumbler ad, november 2014
                                                                        • The Consumer – What You Need to Know

                                                                          • Younger adults, parents, and multicultural consumers represent core user
                                                                            • Health, taste, cost, and eco-friendliness motivate usage
                                                                              • Built-in filter system owners value space-saving and cost efficiency
                                                                                • High interest in a range of innovations suggests growth opportunities
                                                                                  • Customers seek ease of use, ease of cleaning, and best water taste
                                                                                  • Ownership and Interest in Water Filtration Products

                                                                                    • Almost six in 10 own filtration products, with pitchers most widely owned
                                                                                      • Figure 20: Water filtration product ownership and interest, August 2015
                                                                                    • Ownership of water filtration products peaks among those aged 18-34
                                                                                      • Figure 21: Any ownership of water filtration products, by age and parental status, august 2015
                                                                                    • Hispanics over index for the full range of water filtration devices
                                                                                      • Asians report high usage of pitchers and water bottles
                                                                                        • Figure 22: Any ownership of water filtration products, by race and Hispanic origin, august 2015
                                                                                    • Reasons for Owning Water Filtration Products

                                                                                      • Top factors driving water filtration ownership are health and taste
                                                                                        • Figure 23: Reasons for owning water filtration products, August 2015
                                                                                      • 18-34-year-olds place high value on cost and eco-friendliness
                                                                                        • Figure 24: Reasons for owning water filtration products, by age and by Hispanic origin, August 2015
                                                                                      • Hispanics also use filtered water for cooking and beverage making
                                                                                      • Attitudes toward Water Filtration Systems

                                                                                        • Water systems valued for saving shelf-space and money
                                                                                          • Figure 25: Attitudes toward water filtrations systems, August 2015
                                                                                        • Consumers aged 45+ have more positive attitudes toward systems
                                                                                          • Figure 26: Attitudes toward water filtration systems, by age, August 2015
                                                                                      • Issues and Concerns

                                                                                        • A majority find filtered water healthier and better tasting
                                                                                          • Figure 27: Select issues and concerns with tap water and filtered water, by age, Hispanic origin, and parental status, August 2015
                                                                                        • “Clean enough to drink” tap water creates barrier to usage
                                                                                          • Figure 28: Issues and concerns with tap water and filtered water, August 2015
                                                                                        • Focus on health, value, and overall savings could temper cost concerns
                                                                                          • Figure 29: Concerns about cost and safety of water filtration products, August 2015
                                                                                        • More information on features and models could boost usage
                                                                                          • Figure 30: Concerns with water filtration products and systems, August 2015
                                                                                        • Top demographics for filtration products more likely to have issues
                                                                                          • Figure 31: Concerns about cost and safety of water filtration products, by age, Hispanic origin, and parental status, August 2015
                                                                                      • Interest in Product Innovations

                                                                                        • Millennials and parents show high interest in bottles with added features
                                                                                          • Figure 32: Interest in portable water bottle innovations, August 2015
                                                                                          • Figure 33: Interest in portable water bottle innovations, by age and parental status, August 2015
                                                                                        • Interest in sustainable materials, drink mixes or decorative pitchers
                                                                                          • Figure 34: Interest in pitcher/carafe innovations, August 2015
                                                                                          • Figure 35: Interest in pitcher/carafe innovations, by age and parental status, August 2015
                                                                                        • Indicators showing need for filter replacement are valued features
                                                                                          • Figure 36: Interest in filter innovations, August 2015
                                                                                          • Figure 37: Interest in filter innovations, by age, Hispanic origin, parental status, August 2015
                                                                                        • Millennials and parents want smart technology in refrigerator filters
                                                                                          • Figure 38: Interest in refrigerator water filtration systems, August 2015
                                                                                          • Figure 39: Interest in refrigerator water filtration systems, by age and parental status, August 2015
                                                                                      • Purchase Influencers

                                                                                        • Ease-of-use, ease of cleaning, and superior taste are top influencers
                                                                                          • Figure 40: Water filtration product purchase influencers, August 2015
                                                                                          • Figure 41: Water filtration product purchase influencers ranked as very important, by age, Hispanic origin and parental status, August 2015
                                                                                      • Appendix – Data Sources and Abbreviations

                                                                                        • Data sources
                                                                                          • Sales data
                                                                                            • Fan chart forecast
                                                                                              • Consumer survey data
                                                                                                • Abbreviations and terms
                                                                                                  • Abbreviations
                                                                                                    • Terms
                                                                                                    • Appendix – Market

                                                                                                      • Market size and segment performance
                                                                                                        • Figure 42: Total US sales and forecast of water filtration products, at inflation-adjusted prices, 2010-20
                                                                                                        • Figure 43: Total US sales and forecast of water filters, at inflation-adjusted prices, 2010-20
                                                                                                        • Figure 44: Total US sales and forecast of water filtration devices, at inflation-adjusted prices, 2010-20
                                                                                                        • Figure 45: Sales of water filtration products, by segment, at current prices, 2013 and 2015
                                                                                                      • Market factors
                                                                                                        • Figure 46: Generations, by race and hispanic origin, 2015
                                                                                                    • Appendix – Key Players

                                                                                                      • Manufacturer sales of water filters
                                                                                                        • Figure 47: MULO sales of water filters, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                                                      • Manufacturer sales of water filtration devices
                                                                                                        • Figure 48: MULO sales of water filtration devices, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                                                    • Appendix – Consumer

                                                                                                      • CHAID methodology
                                                                                                        • Analysis suggests granular marketing opportunities for key innovations
                                                                                                          • Figure 49: Product innovations – CHAID – Tree output, August 2015
                                                                                                          • Figure 50: Product innovations – CHAID – Table output, August 2015
                                                                                                          • Figure 51: Product innovations – CHAID – Table output, August 2015

                                                                                                      Companies Covered

                                                                                                      • Walmart Stores (USA)

                                                                                                      Water Filtration - US - November 2015

                                                                                                      £3,277.28 (Excl.Tax)