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US Water Filtration market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Water Filtration market, its consumers and the major players who make up that market.

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Expert analysis from a specialist in the field

Written by Rebecca Cullen, a leading analyst in the Household sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

"Despite consumer interest in healthy living and concerns about water quality, the water filtration category declined 3% from the year prior, reaching estimated sales of $785 million in 2017. While niche, there may be opportunities to stimulate the market. Brands may be able to differentiate from the competition by emphasizing benefits beyond removing contaminants, such as enhanced taste. Additionally, interest in smart features that allow monitoring and tracking of water and filter usage may pique young adult’s interest and encourage trading-up." Rebecca Cullen
Household Care Analyst

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

This report discusses the following key topics:

Definition

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.

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

What you get

What's included

Why buy from us?

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The market
          • Water filtration market continues to slide
            • Figure 1: Total US retail sales and forecast of water filtration, at current prices, 2012-22
          • The issues
            • Ownership solid yet low interest challenges market
              • Figure 2: Repertoire of number of water filtration products owned, July 2017
            • Less than half voice water quality concerns
              • Figure 3: Select reasons for using filtered water and attitudes toward water quality, July 2017
            • The opportunities
              • Reach consumers where they shop
                • Figure 4: Purchase preferences – Shopping, by age, July 2017
              • Capitalize on the benefits younger adults find in filtered water
                • Figure 5: Select reasons for using water filtration products, by age, July 2017
              • Interest in innovations is moderate, but could boost market
                • Figure 6: Interest in innovations, July 2017
              • What it means
              • The Market – What You Need to Know

                • Sales continue on downward trajectory
                  • Growth in bottled water sales increases competition
                    • Water quality issues persist in the US
                    • Market Size and Forecast

                      • Water filtration declines expected to continue
                        • Figure 7: Total US sales and fan chart forecast of water filtration market, at current prices, 2012-22
                        • Figure 8: Total US retail sales and forecast of water filtration, at current prices, 2012-22
                    • Market Breakdown

                      • Filters outsell water devices
                        • Figure 9: Share of water filtration product sales, by segment, at current prices, 2017
                        • Figure 10: Total US retail sales of water filtration, by segment, at current prices, 2012-17
                    • Market Perspective

                      • Filtration products compete with bottled water
                      • Market Factors

                        • Quality of America’s tap water questionable
                          • Healthy living, hydration play role in category
                            • Age, children impact current and future ownership
                              • Figure 11: Population aged 18 or older, by age, 2012-22
                              • Figure 12: Households, by presence of own children, 2006-16
                          • Key Players – What You Need to Know

                            • Clorox loses share to Helen of Troy
                              • Leading brands marketing strategies help positioning
                                • Limited trust in private label leads to struggles
                                  • Adding minerals, smart features could help brands stand out
                                  • Manufacturer Sales of Water Filtration

                                    • Clorox lead secure despite losing share to Helen of Troy
                                      • Sales of water filtration by company
                                        • Figure 13: MULO sales of water filtration, by leading companies, rolling 52 weeks 2016 and 2017
                                    • What’s Working?

                                      • Leading brand activity:
                                        • Brita puts brand over product, filters out negativity to get to the good
                                          • Figure 14: #FilterYourFeed campaign word cloud
                                        • ZeroWater gains share with inventory expansion
                                          • PUR commitment to safety educates and engages
                                            • Mass channels expand water filtration inventory, capitalize on health
                                            • What’s Struggling?

                                              • Soma is challenged by focus on value, function
                                                • Private label filters struggles to compete with brand name
                                                  • Figure 15: MULO sales of private label water filters and water devices, rolling 52-weeks ending 2016 and 2017
                                              • What We’re Seeing?

                                                • Natural filters merge sustainability and safety
                                                  • Brands focus on pitcher speed, efficiency
                                                    • Enliven water by adding minerals
                                                      • Smart water: technology improves user experience and water quality
                                                      • The Consumer – What You Need to Know

                                                        • Most own single product, low interest in future ownership
                                                          • Mass channels most-shopped for water filtration products
                                                            • Brand name preferred, more so for filters
                                                              • In-store shopping favored over online, particularly among older adults
                                                                • Taste, safety, and health drive usage
                                                                  • Perceptions of tap water vary
                                                                    • Interest in innovations is moderate, yet suggests opportunities
                                                                    • Ownership and Interest in Water Filtration Products

                                                                      • High ownership, low interest underscores market struggles
                                                                        • Figure 16: Repertoire of number of water filtration products owned, July 2017
                                                                        • Figure 17: Water filtration ownership and interest in owning, July 2017
                                                                      • System owners less willing to expand inventory
                                                                        • Figure 18: Water filtration ownership, by interest in owning, July 2017
                                                                      • Ownership and interest rates higher among younger adults
                                                                        • Figure 19: Water filtration ownership and interest in owning, by age, July 2017
                                                                      • Parents highly engaged in market
                                                                        • Figure 20: Water filtration ownership or interest in owning, by parental status, July 2017
                                                                      • Hispanics own wider range of products, low interest across racial groups
                                                                        • Figure 21: Water filtration ownership, by race and Hispanic origin, July 2017
                                                                        • Figure 22: Interest in owning water filtration products, by race and Hispanic origin, July 2017
                                                                    • Retailers Shopped

                                                                      • Mass channels, Amazon dominate
                                                                        • Figure 23: Retailers shopped, July 2017
                                                                      • Young adults shop across channels
                                                                        • Figure 24: Select retailers shopped, by age, July 2017
                                                                    • Purchase Preferences – Brand

                                                                      • Brand name favored, but less so for water filtration products
                                                                        • Figure 25: Purchase preferences – Product brand, July 2017
                                                                        • Figure 26: Purchase preferences – Filter brand, July 2017
                                                                        • Figure 27: Purchase preferences of product brand, by purchase preferences of filter brand, July 2017
                                                                      • Age dictates preferred brand
                                                                        • Figure 28: Purchase preferences – Product brand, by age, parental status, July 2017
                                                                        • Figure 29: Purchase preferences – Filter brand, by age, parental status, July 2017
                                                                      • Majority stick to what they know
                                                                        • Figure 30: Purchase preferences – Brand loyalty, July 2017
                                                                      • Name brand experiences higher purchase loyalty
                                                                        • Figure 31: Purchase preferences – Brand loyalty, by name and store brand product and filter purchases, July 2017
                                                                      • Younger adults may be swayed to switch
                                                                        • Figure 32: Purchase preferences – Brand loyalty, by age, July 2017
                                                                    • Purchase Preferences – Shopping

                                                                      • In-store preferred shopping location by more than half
                                                                        • Figure 33: Purchase preferences – Shopping, July 2017
                                                                      • Young adults shopping preferences suggest growth in online sales
                                                                        • Figure 34: Purchase preferences – Shopping, by age, July 2017
                                                                    • Reasons for Using Water Filtration Products

                                                                      • Taste, safety, and health drive usage
                                                                        • Figure 35: Reasons for using water filtration products, July 2017
                                                                      • Reasons for drinking filtered water reveal key marketing themes
                                                                        • Figure 36: TURF analysis – Select reasons for using water filtration products, July 2017
                                                                      • TURF methodology
                                                                        • Financial, environmental benefits motivate younger adults, parents
                                                                            • Figure 37: Select reasons for using water filtration products, by age, July 2017
                                                                            • Figure 38: Select reasons for using water filtration products, by parental status, July 2017
                                                                        • Water Filtration Attitudes and Behaviors

                                                                          • Quality of tap water concerns exist, but not widespread
                                                                            • More than one third prefer filtered water regardless of location
                                                                              • Figure 39: Water filtration attitudes and behaviors, July 2017
                                                                            • Younger adults, parents more likely to worry about product safety
                                                                              • Figure 40: Select water filtration attitudes and behaviors, by age, parental status, July 2017
                                                                          • Interest in Innovations

                                                                            • Monitoring and tracking features garner most interest
                                                                              • Figure 41: Interest in innovations, July 2017
                                                                            • Young adults, parents interested in range of innovations
                                                                              • Figure 42: Interest in select innovations, by age, parental status, July 2017
                                                                            • Adding minerals, kid-focused designs could reach Hispanics
                                                                              • Figure 43: Interest in select innovations, by Hispanic origin, July 2017
                                                                          • Appendix – Data Sources and Abbreviations

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

                                                                                          • Figure 44: Total US retail sales and forecast of water filtration, at inflation-adjusted prices, 2012-22
                                                                                          • Figure 45: Total US retail sales and forecast of water filtration, by segment, at current prices, 2012-22
                                                                                          • Figure 46: Total US retail sales of water filtration, by segment, at current prices, 2015 and 2017
                                                                                          • Figure 47: Total US retail sales and forecast of water devices, at current prices, 2012-22
                                                                                          • Figure 48: Total US retail sales and forecast of water filters, at current prices, 2012-22
                                                                                          • Figure 49: Total US retail sales of water filtration, by channel, at current prices, 2012-2017
                                                                                          • Figure 50: Total US retail sales of water filtration, by channel, at current prices, 2015 and 2017
                                                                                      • Appendix – Key Players

                                                                                          • Figure 51: MULO sales of water filters, by leading companies and brands, rolling 52-weeks 2016 and 2017
                                                                                          • Figure 52: MULO sales of water devices, by leading companies and brands, rolling 52-weeks 2016 and 2017
                                                                                      • Appendix – The Consumer

                                                                                          • Figure 53: Repertoire of water filtration products owned, by age, Hispanic origin, and parental status, July 2017
                                                                                          • Figure 54: Brand usage, January 2016-March 2017