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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
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MARKET DYNAMICS
- Market context
- Market drivers
- Leverage consumers’ growing disposable incomes
- Graph 1: disposable personal income change from previous period, 2010-25
- Unemployment is low, but brands should strategize to serve the “functionally unemployed”
- Graph 2: unemployment and underemployment rate, 2007-25
- The high prevalence of asthma warrants high air purifier use
- Graph 3: percent of the population with current asthma, by age, 2021
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CONSUMER INSIGHTS, INNOVATION AND OPPORTUNITIES
- Consumer fast facts
- Prioritize versatile solutions for holistic home health
- Graph 4: ownership of water filtration and air quality products, 2025
- Create scalable solutions for evolving consumer needs
- Income and living situation are top drivers of ownership
- Graph 5: ownership of water filtration and air quality products, by income and living situation, 2025
- Whole-house water filtration leads as an aspiration
- Graph 6: interest in owning water filtration or air quality products, 2025
- Pursue the home health opportunity across more value tiers
- Graph 7: consumers who desire a whole-house water filtration system, by income, 2025
- Beware of “the hidden competition”
- Health home products with brand expansion potential
- Opportunity: promote clean water as an economizing health benefit
- Graph 8: reasons for buying water filtration products, 2025
- Tailor solutions to meet the distinct priorities of different age groups
- Graph 9: health as a motivator for removing water contaminants, by age and income, 2025
- Cultivate partnerships to highlight clean water’s beauty benefits
- Brand spotlight: Jolie shower head is positioned around better skin and hair
- Air quality partnerships can also drive stronger wellness positioning
- Air quality partnerships can also drive a stronger wellness positioning
- Brand spotlight: Conway shows how CPG brands can mimic the B2B focus on both air and water
- Bring older consumers into the fold with messaging around better comfort
- Graph 10: consumers interested in air quality devices to remove allergens, vs. those who’s interest is related to skin health, by age, 2025
- Empower consumers with diagnostics and tailored solutions
- Consumer behaviors point to a need for ease of use
- Graph 11: behaviors related to health of the home, 2025
- Bridge the concern/action gap
- Graph 12: consumers who test their home for health hazards, by parental status, 2025
- Address the dearth of tests for surface bacteria
- Brand spotlight: B2B surface tests, antimicrobial paint and surfaces
- Cater to the need for smarter air purifiers
- Graph 13: consumers who change their air purifier settings based on environmental factors, by age and parental status, 2025
- Brand spotlight: Dyson Purifier Cool Formaldehyde™ TP09
- Brand spotlight: AirDoctor uses two types of filter
- Brand spotlight: LG PuriCare AeroTower Air Purifier Fan
- Expand your brand’s impact by showcasing the versatility of filtered water
- Graph 14: consumers who used filtered water for purposes than drinking and those who use water filtration products daily, by age, 2025
- Brand spotlight: Brita has latched on to the idea of filtered water for pets
- Cater to evolving needs with adaptable water solutions
- Older Millennials and parents of young children gravitate toward whole-house systems
- Graph 15: consumers who have replaced standalone water treatment products with a whole-house system, by generation, 2025
- Think about smart home integration
- Feel healthier, protect our planet, and enjoy better-tasting water at home
- Graph 16: attitudes toward air and water filtration, 2025
- Brand promotional spotlight: Brita promotes hydration as a priority for better health and energy
- Invest in affordable water-softening products
- Consumers understand the consequences of hard water; Hardless offers a solution
- Graph 17: consumers who have problems due to hard water, by age, 2025
- Merge comfort and respiratory health
- Graph 18: attitudes toward indoor air quality, 2025
- Help alleviate parents’ anxiety about airborne disease
- Graph 19: consumers who are more concerned about airborne disease disease now than before the pandemic, by age and parental status, 2025
- Lead with purpose: embrace smart, sustainable filtration solutions
- Unlock consumer trust with innovative, sustainable filtration solutions
- Graph 20: interest and willingness to pay more for home health innovations, 2025
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
The health of the home is a top priority for consumers, driven by greater awareness of airborne and waterborne hazards and their impact on wellbeing. 57% of consumers buy water filtration systems to remove harmful contaminants, and 55% seek better-tasting water.
Interestingly, 40% of households now use filtered water for tasks beyond drinking, such as cooking or watering plants, highlighting the growing role of filtration in daily life. Air purification is also on the rise, with 52% of consumers prioritizing respiratory health, and 47% investing in products to tackle odors and improve skin health.
Innovations like whole-home filtration systems or smart air purifiers with monitoring features are leading the way. These systems are expensive, but highly desired. Renters and budget-conscious consumers prefer portable, affordable options that still offer clear health benefits.
Brands have opportunities to innovate and lead by introducing sustainable technologies like compostable filters or energy-efficient systems. Partnering with beauty and wellness industries can highlight the benefits of purified air and water for skin and overall health. By catering to varied needs – from budget-friendly options to premium whole-home solutions – brands can build trust, grow market share, and shape the future of home health.
This report looks at the following areas:
- The impact of economic volatility on consumer spending for home health solutions
- Opportunities for brands to cater to diverse income levels with scalable product solutions
- The growing demand for holistic home health strategies, integrating air and water quality
- The role of education in connecting air quality and skin health benefits for older consumers
- Emerging trends in partnerships and innovations to enhance home health and wellness
Consumers want scalable, affordable and automated home health solutions.
Jamie Rosenberg, Associate Director, Global Household and Personal Care
Market Definitions
This report focuses on the home health market, addressing air and water filtration products and their role in creating healthier living environments for consumers. Below are the included and excluded product categories within the scope of this analysis:
Products included:
- Whole-house water filtration systems
- Pitcher filters and tap-mounted water filters
- Stand-alone humidifiers and air purifiers
- Portable water filtration bottles with built-in filters
- Air quality monitors with integrated filtration mechanisms
- Basic diagnostics for air and water safety in the home
Products excluded:
- Industrial or commercial filtration systems
- General plumbing equipment not specifically focused on filtration
- Medical-grade or specialised air filtration systems not aimed at general home use
- Non-filtration-related household products like standard appliances or cleaning supplies
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