Description

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Water Filtration: Incl Impact of COVID-19 – US market including the behaviours, preferences and habits of the consumer.

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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

The water filtration market expanded 25% from 2015-20 to just over $1 billion in sales. More recently, the market benefitted from pandemic circumstance as consumer demand surged for products to improve home, health and safety, producing single-year sales growth of 20.8% from 2019-20. Mintel forecasts the market will return to a normal pattern of incremental growth, due to long purchase cycles and consumers’ curbed discretionary spending amid the recession.

Expert analysis from a specialist in the field

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

COVID-19 has triggered increased interest in water filtration as Americans place a greater priority on home, health and safety. This surge in demand will dissipate just as quickly as it arrived – and the category will return to slow, steady growth. Moving forward, industry players should position water filtration as a non-negotiable component of consumers’ wellbeing. Going a step further, underscoring health and wellness with convenience, technology and eco-friendly sentiments will add value
Rebecca Cullen
Senior Household Care Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: Market context
          • Executive Summary

              • Top takeaways
                • Market overview
                  • Sales surge on the wave of global pandemic
                    • Figure 1: Total US sales and forecast of water filtration, at current prices, 2015-25
                  • Impact of COVID-19 on water filtration
                    • Figure 2: Short-, medium- and long-term impact of COVID-19 on water filtration, November 2020
                  • Challenges and opportunities
                    • Price sensitivity and apathy toward category
                      • Figure 3: Select barriers to purchase, August 2020
                    • One is a lonely number
                      • Figure 4: Ownership of water filtration products, by repertoire analysis, August 2020
                    • Elevating value through health, safety and taste
                      • Figure 5: Top three reasons for using water filtration products, August 2020
                    • Eco-friendly innovation
                      • Figure 6: Interest in select eco-friendly products and services, August 2020
                    • Technology attracts young users
                      • Figure 7: Interest in select smart water filtration products and services, by age, August 2020
                  • The Market – Key Takeaways

                    • Sales spike as demand surges for products to aid home, health and safety
                      • The impact of a recession
                        • Lean into taste, health and safety attributes
                        • Market Size and Forecast

                          • Pandemic has positive implications for water filtration sales
                            • Figure 8: Total US sales and forecast of water filtration, at current prices, 2015-25
                            • Figure 9: Total US sales and forecast of water filtration, at current prices, 2015-25
                          • Impact of COVID-19 on water filtration
                            • Figure 10: Short-, medium- and long-term impact of COVID-19 on water filtration, November 2020
                          • Lockdown
                            • Reemergence
                              • Recovery
                                • COVID-19: US context
                                  • Learnings from the last recession
                                  • Market Factors

                                    • Unemployment spikes and confidence wavers as a result of pandemic
                                      • Figure 11: Consumer confidence and unemployment, January 2007- August 2020
                                      • Figure 12: Unemployment and underemployment, January 2007-September 2020
                                    • The importance of “home”
                                      • Shifts in household size could impact category
                                        • Figure 13: Households by presence of own children, 2009-19
                                    • Market Opportunities

                                      • Taste the opportunity
                                        • Embrace functional wellness
                                          • Figure 14: LifeFuels Facebook post, October 2020
                                        • Use technology to elevate safety
                                          • Figure 15: LARQ Facebook posts, October 2020
                                      • Companies and Brands – Key Takeaways

                                        • Rising tide lifts all boats
                                          • Leading players leaned into social media platforms to stay engaged
                                          • Market Share

                                            • All players show growth
                                              • Figure 16: MULO sales of water filtration, by company, 2019 and 2020
                                          • Competitive Strategies

                                            • Brita focuses on cause marketing
                                              • ZeroWater uses social media to promote health and safety
                                                • Figure 17: ZeroWater Facebook post, September 2020
                                                • Figure 18: ZeroWater Facebook posts, August 2020
                                            • The Consumer – Key Takeaways

                                              • Majority of adults own at least one type of water filtration product
                                                • Mass merchandisers most shopped retailer
                                                  • Taste, safety and health are key rationales for purchase
                                                    • Cost is the most cited barrier to entry
                                                      • Online shopping is catching up to in-store purchase
                                                        • Consumers show interest in products that play into health perceptions
                                                        • Ownership and Interest in Water Filtration Products

                                                          • Majority of consumers own water filtration products
                                                            • Figure 19: Ownership and interest in water filtration products, August 2020
                                                          • Category engagement strong among younger adults, parents
                                                            • Figure 20: Repertoire of water filtration products owned, by age and parental status, August 2020
                                                          • Housing situation impacts ownership and interest in water filtration
                                                            • Figure 21: Ownership and interest in water filtration products, by housing situation, August 2020
                                                          • Multicultural groups express elevated interest in water filtration products
                                                            • Figure 22: Ownership and interest in water filtration products, by race and Hispanic origin, August 2020
                                                        • Retailers Shopped

                                                          • Convenience, price drive retailer selection
                                                            • Figure 23: Retailers shopped, August 2020
                                                          • Retail convenience is key in attracting 25-44s
                                                            • Figure 24: Select retailers shopped, by age, August 2020
                                                          • Parents exhibit retail diversity
                                                            • Figure 25: Retailers shopped, by parental status, August 2020
                                                        • Reasons for Using Water Filtration Products

                                                          • Focus on enhanced taste, health to encourage usage
                                                            • Figure 26: Reasons for using water filtration products, August 2020
                                                          • Rationales for water filtration product usage vary by age
                                                            • Figure 27: Select reasons for using water filtration products, by age, August 2020
                                                          • Couple savings with sustainability to encourage expanding product range
                                                            • Figure 28: Repertoire of water filtration products interested in owning, by select reasons for using water filtration products, August 2020
                                                        • Barriers to Purchase

                                                          • Price sensitivity deterrent to use
                                                            • Figure 29: Barriers to usage, August 2020
                                                        • Water Filter Shopping Behaviors and Attitudes

                                                          • Channel source for water filtration shopping is split
                                                            • Figure 30: Channel usage for water filtration products, August 2020
                                                          • Meet shoppers online
                                                              • Figure 31: Channel usage for water filtration products, by age, August 2020
                                                            • Shopping for filters is routine driven
                                                              • Figure 32: Water filter shopping behaviors and attitudes, August 2020
                                                            • Older consumers stay prepared and loyal
                                                              • Figure 33: Select water filter shopping behaviors and attitudes, by age, August 2020
                                                          • Interest in Water Filtration Products and Services

                                                            • Users interested in innovation that ties into health
                                                                • Figure 34: Interest in water filtration products and services, August 2020
                                                              • Younger adults look for ethical brands
                                                                • Figure 35: Interest in select water filtration products and services, by age, August 2020
                                                            • Appendix – Data Sources and Abbreviations

                                                              • Data sources
                                                                • Sales data
                                                                  • Forecast
                                                                    • Consumer survey data
                                                                      • Abbreviations and terms
                                                                        • Abbreviations
                                                                          • Terms
                                                                          • Appendix – The Market

                                                                              • Figure 36: Total US sales and forecast of water filtration, at inflation-adjusted prices, 2015-25
                                                                              • Figure 37: Total US sales and forecast of water filtration, at inflation-adjusted prices, 2015-25
                                                                              • Figure 38: Total US retail sales of water filtration, by channel, at current prices, 2018 and 2020
                                                                              • Figure 39: Total US retail sales of water filtration, at channel, at current prices, 2015-20
                                                                              • Figure 40: US supermarket sales of water filtration, at current prices, 2015-20
                                                                              • Figure 41: US sales of water filtration through other retail channels, at current prices, 2015-20
                                                                          • Appendix – Companies and Brands

                                                                              • Figure 42: US multi-outlet sales of water devices, by leading companies and brands, rolling 52 weeks 2019 and 2020
                                                                              • Figure 43: US multi-outlet sales of water filters, by leading companies and brands, rolling 52 weeks 2019 and 2020

                                                                          About the report

                                                                          This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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                                                                          Consumer

                                                                          Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                          Brand/Company

                                                                          Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                          Data

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