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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 issues
          • Water filtration market struggles to grow
            • Figure 1: Total US sales and fan chart forecast of water filtration market, at current prices, 2013-23
          • Ownership of filtration systems lessens the need for products
            • Figure 2: Ownership of dispensers built into the refrigerator, 2017-18, July 2017 and July 2018
          • Trust in safety of tap water prevents adults from buying filtration products
            • Figure 3: Select barriers to purchase, by product, July 2018
          • Bottled water continues to challenge water filtration market
            • Figure 4: Select attitudes and behaviors toward bottled water, July 2018
          • The opportunities
            • Younger adults and renters motivated by safety, convenience, and eco-friendliness
              • Figure 5: Select water filtration product ownership and attitudes toward water filtration products, by age and housing situation, July 2018
            • Black and Hispanic adults express high interest in filtration products
              • Figure 6: Interest in select water filtration product innovations, by race and Hispanic origin, July 2018
            • Water bottles with smart features have potential
              • Figure 7: Interest in smart water filtration product innovations, by age, July 2018
            • What it means
            • The Market – What You Need to Know

              • Water filtration market continues to struggle
                • Competition between filtration products and bottled water intensifies
                  • Homeownership, poor water quality, and aging population impact market
                  • Market Size and Forecast

                    • Water filtration market continues to struggle
                      • Figure 8: Total US sales and fan chart forecast of water filtration market, at current prices, 2013-23
                      • Figure 9: Total US retail sales and forecast of water filtration, at current prices, 2013-23
                  • Market Perspective

                    • Competition between filtration products and bottled water intensifies
                    • Market Factors

                      • A rebound in homeownership can lead to market struggles
                        • Figure 10: Homeownership rate, 2007-17
                      • Water quality concerns increase the need for water filtration products
                        • Aging population challenges category growth
                          • Figure 11: Population aged 18 or older, by age, 2013-23
                      • Key Players – What You Need to Know

                        • Clorox dominates market, but Zero Technologies sees largest gains
                          • Long lasting and faster filtration is a must; ZeroWater filters see gains
                            • Countertop filters, dispensers on surfaces, and private label struggle
                              • Smart products that help users reach hydration goals have potential
                              • Company and Brand Sales of Water Filtration

                                • Clorox dominates market, but Zero Technologies sees largest gains
                                  • Sales of water filtration market by company
                                    • Figure 12: Sales of water filtration, by company, rolling 52 weeks, 2017 and 2018
                                • What’s Working?

                                  • Faster filtration power is a must for filters
                                    • Figure 13: MULO sales of Brita Stream products, rolling 52 weeks 2017 and 2018
                                  • Longer lasting filters take the spotlight
                                    • ZeroWater filters see gains thanks to the amount of impurities it removes
                                      • Figure 14: ZeroWater, September 2018
                                  • What’s Struggling?

                                    • Countertop filters and dispensers that sit on surfaces are too big
                                      • Preference for brand name filters challenge private label
                                        • Figure 15: MULO sales of private label water filtration, rolling 52 weeks 2017 and 2018
                                    • What’s Next?

                                      • Smart products that help users reach hydration goals have potential
                                      • The Consumer – What You Need to Know

                                        • Dispensers built into refrigerator and pitchers dominate ownership
                                          • Most purchases made at mass merchandisers and online-only retailers
                                            • Positive perceptions toward tap water prevents product purchases
                                              • Functional benefits are key, but positive customer reviews matter too
                                                • Safety is the main reason why consumers use water filtration products
                                                  • Innovations that provide greater convenience generate the most interest
                                                  • Ownership and Interest in Water Filtration Products and Systems

                                                    • Dispensers built into refrigerator and pitchers dominate ownership
                                                      • Figure 16: Ownership and interest in water filtration products and systems, July 2018
                                                    • Ownership of water filtration systems is growing
                                                      • Figure 17: Ownership of water filtration systems 2017-18, July 2017 and July 2018
                                                    • Younger adults are engaged in the category
                                                      • Figure 18: Water filtration ownership and interest in owning, by age, July 2018
                                                    • Concerns about safety drive engagement among parents
                                                      • Figure 19: Water filtration ownership and interest in owning, by parental status, July 2018
                                                    • Homeowners own systems, while renters use water filtration products
                                                      • Figure 20: Water filtration ownership, by housing situation, July 2018
                                                      • Figure 21: Repertoire of ownership, by housing situation, July 2018
                                                    • Black and Hispanic adults express interest in all products and systems
                                                      • Figure 22: Select water filtration ownership and interest in owning, by race and Hispanic origin, July 2018
                                                  • Retailers Shopped

                                                    • Most purchases made at mass merchandisers and online-only retailers
                                                      • Figure 23: Retailers purchased, July 2018
                                                      • Figure 24: In-store vs. online, July 2018
                                                    • Adults aged 35-44 tend to shop around, especially online
                                                      • Figure 25: Select retailers purchased, by age, July 2018
                                                      • Figure 26: In-store vs. online, by age, July 2018
                                                  • Barriers to Purchase

                                                    • Positive perceptions toward tap water prevents product purchases
                                                      • Figure 27: Barriers to purchase, July 2018
                                                    • Price and lack of information are key barriers for young adults
                                                      • Figure 28: Select barriers to tap mounted filter, pitcher, and portable water bottle, by age, July 2018
                                                    • Tap water is trusted more by homeowners than renters
                                                      • Figure 29: Select barriers to purchase pitcher, tap mounted filter, and portable water bottle, by housing situation, July 2018
                                                    • Black adults don’t trust tap water, but prefer bottled water
                                                      • Figure 30: Select barriers to purchase dispenser and tap mounted filter, by race and Hispanic origin, July 2018
                                                  • Purchase Influencers

                                                    • Functional benefits are key, but positive customer reviews matter too
                                                      • Figure 31: Purchase influencers, July 2018
                                                      • Figure 32: TURF analysis – Purchase influencers, July 2018
                                                    • Methodology
                                                      • Older adults seek functionality; input from others influence young adults
                                                        • Figure 33: Select purchase Influencers, by age, July 2018
                                                      • Recommendations and advertisements influence Black adults
                                                        • Figure 34: Select purchase Influencers, by race and Hispanic origin, July 2018
                                                    • Attitudes and Behaviors toward Water Filtration

                                                      • Safety is why consumers use water filtration products
                                                        • Figure 35: Attitudes and behaviors toward water filtration, July 2018
                                                      • Eco and cost-related benefits motivate young adults
                                                        • Figure 36: Select attitudes and behaviors toward water filtration, by age, July 2018
                                                      • Bottled water appeals to parents
                                                        • Figure 37: Select attitudes and behaviors toward water filtration, by parental status, July 2018
                                                      • Renters motivated by safety and convenience
                                                        • Figure 38: Select attitudes and behaviors toward water filtration, by housing situation, July 2018
                                                      • Black and Hispanics trust bottled water more than water from products
                                                        • Figure 39: Select attitudes and behaviors toward water filtration, by race and Hispanic origin, July 2018
                                                    • Interest in Water Filtration Product Innovations

                                                      • Innovations that provide convenience generate the most interest
                                                        • Figure 40: Interest in water filtration product innovations, July 2018
                                                      • Smart features can encourage young adults and renters to trade up
                                                        • Figure 41: Interest in select water filtration product innovations, by age and housing situation, July 2018
                                                      • Parents’ interest in innovations reflects high engagement
                                                        • Figure 42: Interest in select water filtration product innovations, by parental status, July 2018
                                                      • Black and Hispanic adults are interested in nearly all innovations
                                                        • Figure 43: Interest in select water filtration product innovations, by race and Hispanic origin, July 2018
                                                    • 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 sales and forecast of water filtration, at inflation-adjusted prices, 2013-23
                                                                    • Figure 45: Total retail sales of water filtration, by channel, at current prices, 2013-18
                                                                    • Figure 46: Total US retail sales of water filtration, by channel, at current prices, 2016 and 2018
                                                                • Appendix – Key Players

                                                                    • Figure 47: Multi-outlet sales of water filtration devices, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                    • Figure 48: Multi-outlet sales of water filters, by leading companies and brands, rolling 52 weeks 2017 and 2018