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Water Filtration - US - November 2016

"Despite more than half of adults owning either a water filtration system or product, and nearly one third saying they avoid drinking tap water as much as possible, sales of the water filtration market are expected to decline by 1% in 2016."

- Jana Vyleta, Health and Personal Care Analyst

This report is looking at the following areas:

  • 2016 sales decline, future is stagnant
  • Tap water is sufficient for some
  • Filtration systems must overcome high-cost perceptions

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. Mintel defines the water filtration market as follows:

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

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Figure 1: Total US sales and fan chart forecast of water filtration devices and filters, at current prices, 2011-21
        • Tap water is sufficient for some
          • Figure 2: Select barriers to owning or interest in owning water filtration products and systems, August 2016
        • Filtration systems must overcome high-cost perceptions
          • Figure 3: Select attitudes toward water filtration systems, August 2016
        • The opportunities
          • Highlight water safety benefits
            • Figure 4: Select benefits of owning water filtration systems and products, any rank (net), August 2016
          • Emphasize ease of cleaning
            • Figure 5: Select purchase influencers, any important (net), August 2016
          • Clarify how well different types of products remove contaminants
            • Figure 6: Select benefits of owning water filtration systems and products, any rank (net), August 2016
          • What it means
          • The Market – What You Need to Know

            • Sales see slight decline in 2016, future outlook to remain similar
              • More filters bought for previously purchased devices
                • Bottled water hampers growth; filtration seen as aid to improving well-being
                  • DPI, fewer family households, and Millennials influence demand
                  • Market Size and Forecast

                    • 2016 sales drop slightly, future outlook is stagnant
                      • Figure 7: Total US sales and fan chart forecast of water filtration devices and filters, at current prices, 2011-21
                      • Figure 8: Total US sales and forecast of water filtration devices and filters, at current prices, 2011-21
                  • Market Breakdown

                    • Filter replacement is occurring on existing devices
                      • Figure 9: Total US retail sales and forecast of water filtration, by segment, at current prices, 2014-21
                    • Share distribution hasn’t fluctuated much between segments
                      • Figure 10: Total US retail sales of water filtration, by segment, at current prices, 2014-16
                  • Market Perspective

                    • Bottled water sales could be cannibalizing water filtration industry
                      • Figure 11: Commercial for Brita’s Fill & Go Water Filter bottle, August 2016
                    • Opportunity to position filtered water as a way to combat obesity
                      • Filtered water as a means to improve appearance
                      • Market Factors

                        • Link between disposable personal income and category sales
                          • Figure 12: US percentage change of annual disposable personal income and water filtration device annual sales, current prices, Jan. 1, 2013-Sept. 26, 2016
                        • Fewer parents but greater overall population could have mixed effects
                          • Figure 13: Number of births in the US, 2007-15
                        • More Millennials, iGeneration could mean more sales
                          • Figure 14: US population by generation, 2011, 2016, 2021
                      • Key Players – What You Need to Know

                        • Biggest brand, Brita, sees 7% decline; PUR outpaces category
                          • SOMA and Zerowater excel with design and product proof, respectively
                            • Brands struggle to prove efficacy
                              • Synched devices, concerns over tap water drive innovation
                              • Manufacturer Sales of Water Filtration Products

                                • Helen of Troy sees highest growth, while share-leading Clorox struggles
                                  • Figure 15: MULO sales of water filtration, by leading companies, rolling 52 weeks 2015 and 2016
                              • What’s Working?

                                • Soma’s fresh design sets it apart from the crowd
                                  • Figure 16: MULO sales of Soma water devices and filters, rolling 52 weeks 2015 and 2016
                                • Zerowater Proves It works to the consumer
                                  • Figure 17: Zerowater brand commercial, March 2016
                                  • Figure 18: MULO Sales of Zerowater technologies water devices and filters, rolling 52 weeks 2015 and 2016
                                • Private label devices meet the mark for some consumers
                                • What’s Struggling?

                                  • Brands could use more transparency, clarity
                                    • Private label filters could be disappointing customers
                                    • What’s Next?

                                      • Greater integration with technology . . . but proceed with caution
                                        • Filtration devices further leveraging water safety issues
                                        • The Consumer – What You Need to Know

                                          • Built-in fridge dispensers are most owned, but consumers want convenience
                                            • Water safety is most important benefit, taste is second
                                              • Non-owners satisfied with tap water, think filters are expensive
                                                • Filtration systems aren’t always utilized, but do save space
                                                  • Easy-to-clean and taste influence filter product purchases
                                                    • Consumers concerned about water safety, want solutions
                                                    • Usage and Ownership of Water Filtration Products and Systems

                                                      • Products with portability and less need for refilling have most interest
                                                        • Lapsed usage low across the board for systems and products
                                                          • Fridge dispenser most widely owned among both products and systems
                                                            • Figure 19: Type of filtration systems and products owned and used, August 2016
                                                          • Millennials own filtration devices more than other generations
                                                            • Figure 20: Type of filtration systems and products owned, any ownership (net), by generation, August 2016
                                                          • Parents are heavier users of water filtration devices
                                                            • Figure 21: Type of filtration systems and products owned, any ownership (net), by parental status, August 2016
                                                          • Hispanics more likely to own various filtration forms
                                                            • Figure 22: Type of filtration systems and products owned, any ownership (net), by Hispanic origin, August 2016
                                                        • Benefits of Water Filtration Products and Systems

                                                          • Water safety beats out taste for top benefit of filtration ownership
                                                            • Eco-friendly, less bottled water not an overwhelming draw for ownership
                                                              • Water safety becomes more important for parents as milk declines
                                                                • Figure 23: Benefits of owning water filtration systems and products, any rank (net) August 2016
                                                              • Millennials care about saving money, improving taste of food and beverages
                                                                • Figure 24: Benefits of owning water filtration systems and products, any rank (net), by generation, August 2016
                                                              • Consumers appreciate how filtration devices help them drink more water
                                                                • Figure 25: Benefits of owning water filtration systems and products, to help myself drink more water, by select demographics, August 2016
                                                              • Hispanics care more about water as a healthful alternative
                                                                • Figure 26: Benefits of owning water filtration systems and products, by Hispanic origin, August 2016
                                                            • Barriers to Water Filtration Usage

                                                              • Tap water is sufficient
                                                                • Most non-users aren’t turned off by physical attributes
                                                                  • Figure 27: Barriers to owning or interest in owning water filtration products and systems, August 2016
                                                              • Purchase Influencers – Water Filtration Products

                                                                • Easy to clean, taste are most important characteristics in products
                                                                  • Filters play large role in product purchase decisions
                                                                    • Function and price top aesthetics (but still matter!)
                                                                      • Figure 28: Purchase influencers, any important (net), August 2016
                                                                    • Online reviews are important for Millennials
                                                                        • Figure 29: Select purchase influencers, any important, by generation, August 2016
                                                                      • Parents want convenience, quality
                                                                        • Figure 30: Select purchase influencers, any important (net), by parental status, August 2016
                                                                      • Hispanics and parents hold similar views
                                                                        • Figure 31: Select purchase influencers, any important (net), by Hispanic origin, August 2016
                                                                    • Attitudes toward Water Filtration Systems

                                                                      • In-fridge system owners still use tap water
                                                                        • Filtration systems save shelf space
                                                                          • Filtration systems perceived as expensive, difficult to install
                                                                            • Figure 32: Attitudes toward water filtration systems, August 2016
                                                                          • Older generations more pessimistic about filtration systems
                                                                            • Figure 33: Select attitudes toward water filtration systems, by generation, August 2016
                                                                          • Parents proponents of filtration systems
                                                                            • Figure 34: Attitudes toward water filtration systems, by parental status, August 2016
                                                                          • Hispanics not unlike overall population in attitudes
                                                                            • Figure 35: Attitudes toward water filtration systems, by Hispanic origin, August 2016
                                                                        • Water Safety Issues

                                                                          • Consumers are concerned about water, adjusting behavior accordingly
                                                                            • Opportunity exists to increase customer penetration
                                                                              • Figure 36: Water safety issues, August 2016
                                                                            • Parents are concerned about water safety for their kids . . . and themselves
                                                                              • Figure 37: Select water safety issues, by parental status, August 2016
                                                                            • Younger generations make more of an effort to filter their water
                                                                              • Figure 38: Select water safety issues, by generation, August 2016
                                                                            • Hispanics express similar concerns regarding water safety when compared to total population
                                                                              • Figure 39: Water safety issues, by Hispanic origin, August 2016
                                                                          • Appendix – Data Sources and Abbreviations

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

                                                                                          • Figure 40: Total US Retail sales and forecast of water filtration, at inflation-adjusted prices, 2011-21
                                                                                          • Figure 41: Total US retail sales and forecast of water filtration, by segment, at current prices, 2011-21
                                                                                          • Figure 42: Total US retail sales of water filtration, by segment, at current prices, 2014 and 2016
                                                                                          • Figure 43: Total US retail sales and forecast of water devices, at inflation-adjusted prices, 2011-21
                                                                                          • Figure 44: Total US retail sales and forecast of water filters, at inflation-adjusted prices, 2011-21
                                                                                          • Figure 45: Total US retail sales of water filtration, by channel, at current prices, 2011-16
                                                                                          • Figure 46: Total US retail sales of water filtration, by channel, at current prices, 2014 and 2016
                                                                                      • Appendix – Key Players

                                                                                          • Figure 47: MULO sales of water devices, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                                          • Figure 48: MULO sales of water filters, by leading companies and brands, rolling 52 weeks 2015 and 2016
                                                                                      • Appendix – Consumer

                                                                                          • Figure 49: Product ownership, any water filtration product, August 2016
                                                                                          • Figure 50: Product ownership, any water filtration system, August 2016
                                                                                          • Figure 51: TURF Analysis – Filtration product purchase influencers, august 2016
                                                                                          • Figure 52: Table - TURF Analysis – Filtration product purchase influencers, august 2016
                                                                                        • Methodology

                                                                                        Companies Covered

                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                        Water Filtration - US - November 2016

                                                                                        US $3,995.00 (Excl.Tax)