Description

This report provides comprehensive and current information and analysis of the water filtration market including water filtration market size, anticipated market forecast, relevant market segmentation, and industry trends for the water filtration market in the US.

Current market landscape

The water filtration market has shrunk slightly since 2020, however the market remains significantly larger than before the pandemic thanks to increased consumer interest in health and safety. The market is expected to continue to see small declines over the next few years as customers cut back on spending due to inflation and spend more time out-of-home, reducing the use of their personal filtration devices. Since current ownership of filtration devices is high following a pandemic-led surge in purchases, filter replacement sales will be more important than ever for maintaining market share in the years to come.

Market share and key industry trends

  • 46% of consumers cite they do not own any water filtration products or systems because they are too expensive.
  • Ownership of water filtration products is much higher among younger adults. Roughly 88% of Gen Z and 85% of Millennials report ownership of at least one or more water filtration products.
  • 56% of consumers use water filtration devices and systems to improve taste. Additionally, about half of Americans use these products because they perceive filtered water as safer (51%) and healthier (50%) than tap water.

Future market trends in the water filtration equipment market

Luckily for water filtration brands, heightened focus on health and safety means consumers are ripe for engagement. 65% of Americans are trying to drink more water as they look to improve their health. However, consumer price sensitivity is a significant barrier to purchase when it comes to water filtration products. This sentiment is likely exacerbated by consumers’ access to free tap water and the convenience associated with water bottles, especially as consumers spend more time away from home. As consumers increasingly look to take care of not only their bodies but also their planet and communities, water filtration products stand to benefit from environmentally friendly positioning as long as they can first prove their products’ efficacy in terms of safety and improved taste. Water filtration brands can compete against tap water by focusing on health and safety and against water bottles by focusing on value and sustainability.

Read on to discover more about the water filtration consumer market, read our US Improving the Home Market Report 2021, or take a look at our other House and Home research reports.

Quickly understand the water filtration market

  • The impact of inflation on water filtration.
  • The impact of COVID-19 on water filtration.
  • Market performance of water filtration devices and filters.
  • The importance of proving product efficacy.
  • Consumer interest in health and safety claims.
  • Consumer attitudes around hydration, water filtration and drinking water safety.

Covered in this water filtration market report

Brands include: The Clorox Company, Helen of Troy, Zero Technologies, Keurig Dr. Pepper, Brita, Pur, ZeroWater, Whirlpool Corp, Whirlpool Every Drop, Watergen, LifeStraw, Hydrosleeve, Evian+.

Expert analysis from a specialist in water filtration market research

This report, written by Ashley de Hechavarria, a leading analyst in the Health and Wellness sector, delivers in-depth commentary and analysis on water filtration industry trends to highlight current trends and add expert context to the numbers.

The water filtration market has declined slightly since consumers have returned to out-of-home activities and have cut back on dispensary spending due to inflation. Maximizing value beyond monetary savings will be immensely important for water filtration brands during this inflationary period, and brands can elevate value by highlighting long-term cost savings, convenience or quality. However, water filtration sales will remain largely elevated from pre-pandemic levels thanks to increased consumer focus on health and safety. Water filtration brands that focus on top consumer drivers – health, safety and taste – can boost category interest by addressing key consumer needs.

Ashley de Hechavarria, Health and Wellness Analyst
Ashley de Hechavarria
Health and Wellness Analyst

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market Context
          • Executive Summary

              • Top takeaways
                • Highlight health benefits
                  • Leverage technology to prove product efficacy
                    • Expand value beyond financial savings
                      • Market overview
                        • Figure 1: Total US sales and fan chart forecast of water filtration, at current prices, 2017-27
                        • Figure 2: Water filtration category outlook, 2022-27
                      • Opportunities and challenges
                        • Price sensitivity deters consumers
                          • Figure 3: Barriers to purchase of water filtration products, 2022
                        • Promote safety through water quality testing kits and devices
                          • Figure 4: Attitudes around water and water filtration, 2022
                        • Prove filtered water taste just as good as tap or bottled water
                          • Figure 5: Attitudes around water and water filtration, 2022
                        • Highlight health benefits to drive purchases
                          • Figure 6: Reasons for using water filtration products, 2022
                        • Add value through long-term savings and convenience
                          • Figure 7: Interest in water filtration product features, 2022
                        • Use personalization to attract younger adults
                          • Figure 8: Interest in water filtration product features, by generation, 2022
                        • Key consumer insights
                          • Ownership of water filtration products is widespread
                            • Younger adults driven by safety and health; older adults driven primarily by taste
                              • Americans are trying to drink more water
                                • Consumers are generally unaware of their water quality
                                • Market Size and Forecast

                                  • Inflation has negative implications for water filtration sales
                                    • Figure 9: Total US sales and fan chart forecast of water filtration, at current prices, 2017-27
                                    • Figure 10: Total US retail sales and forecast of water filters and filtration devices, at current prices, 2017-27
                                  • Impact of COVID-19 on water filtration
                                    • Figure 11: Short-, medium- and long-term impact of COVID-19 on water filtration, 2022
                                • Market Factors

                                  • The US is investing in drinking water and wastewater infrastructure improvements
                                    • Rising inflation and low consumer confidence are causing consumers to spend more cautiously
                                      • Figure 12: Consumer Price Index (Inflation), 2007-22
                                      • Figure 13: Consumer confidence, 2007-22
                                    • Homeownership is the goal, but not attainable for all
                                      • Figure 14: Homeownership rate, 2010-20
                                      • Figure 15: Reasons for using water filtration products, homeowners vs renters
                                  • Market Share

                                    • Market performance mixed for industry players
                                      • Figure 16: Multi-outlet sales of water filters and water filtration devices, by leading companies, rolling 52 weeks 2021 and 2022
                                    • Water filtration devices post losses across the market
                                      • Figure 17: Multi-outlet sales of water filtration devices, by leading companies and brands, rolling 52 weeks 2021 and 2022
                                    • Water filters driving market growth
                                      • Figure 18: Multi-outlet sales of water filtration devices, by leading companies and brands, rolling 52 weeks 2021 and 2022
                                  • Competitive Strategies

                                    • Filtration brands allow consumers to test their water at home
                                      • Brita launches water testing kit
                                        • Figure 19: Brita website water testing kits, August 2022
                                      • ZeroWater launches TDS testing meter
                                        • Figure 20: ZeroWater Facebook post, 2022
                                      • Watergen creates drinking water from air
                                        • Figure 21: Watergen website, 2022
                                      • ZeroWater promotes saving money and the planet
                                        • Figure 22: ZeroWater Facebook post, 2022
                                    • Market Opportunities

                                      • Attract Gen Z and Younger Millennials by recognizing distinct life stages
                                          • Figure 23: Brita Instagram post, July 2022
                                        • Attract with cause marketing
                                          • Figure 24: LifeStraw website, August 2022
                                        • Incorporate smart technology to measure health and sustainability benefits
                                          • Figure 25: Hydrosleeve website, 2022
                                      • The Water Filtration Consumer: Fast Facts

                                        • Younger adults engage most with water filtration products
                                          • Taste, Safety and Health drive consumer usage
                                            • Cost is the most common barrier to purchase
                                              • Consumers are split on whether filtered water tastes better than tap water
                                                • Multicultural consumers show interested in health-focused innovation
                                                • Ownership and Interest in Water Filtration Products

                                                  • Most consumers currently own a water filtration product.
                                                    • Figure 26: Ownership and interest in water filtration products, July 2022
                                                  • Water filtration product ownership is slowly growing
                                                    • Figure 27: Water filtration product ownership, 2020 vs 2022
                                                  • Younger consumers are most engaged with water filtration category
                                                    • Figure 28: Water filtration product ownership, by generation, Gen Z and Millennials, 2022
                                                    • Figure 29: Water filtration product interest, by generation, Gen Z and Millennials, 2022
                                                  • Renters use water filtration devices over systems
                                                    • Figure 30: Water filtration product ownership, homeowners vs renters, 2022
                                                  • Larger households – with children or roommates – are more interested in water filtration products
                                                    • Figure 31: Water filtration product interest by household size, 2022
                                                  • Black and Hispanic consumers express higher interest in all water filtration products and systems
                                                    • Figure 32: Water filtration product interest by race and Hispanic origin, 2022
                                                • Reasons for Using Water Filtration Products

                                                  • Taste, safety and health are the top drivers of usage
                                                    • Figure 33: Reasons for using water filtration products, 2022
                                                    • Figure 34: ZeroWater Facebook post, January 2022
                                                  • Motivations for using water filtration devices differ by generation
                                                    • Gen X and older motivated primarily by improved taste
                                                      • Figure 35: Reasons for using water filtration products, by generation – Gen X and older, 2022
                                                    • Millennials prioritize safety and health
                                                      • Figure 36: Reasons for using water filtration products, by generation, 2022
                                                    • Gen Z uses water filtration products for a variety of reasons
                                                      • Figure 37: Reasons for using water filtration products, by generation – Gen Z, 2022
                                                    • Lower HHI and Hispanic consumers would buy water filtration products if they could help them save money
                                                      • Figure 38: Reasons for using water filtration products, by race/Hispanic origin and household income, 2022
                                                  • Barriers to Purchase

                                                    • Price sensitivity is the top barrier
                                                      • Figure 39: Barriers to purchase of water filtration products, 2022
                                                    • Many consumers think tap water is just fine
                                                    • Attitudes and Behaviors toward Water Filtration

                                                      • Americans are trying to drink more water
                                                        • Figure 40: Behaviors around water filtration product use, 2022
                                                      • Improving health drives increased water consumption
                                                        • Figure 41: Attitudes around water and water filtration, 2022
                                                      • Generational differences appear when looking at water consumption
                                                        • Figure 42: Behaviors around water filtration product use, by generation, 2022
                                                      • Evian launches functional beverage supporting cognitive health
                                                        • Figure 43: Production innovation – Evian + Sparkling Water
                                                      • Consumers are split on whether filtered water tastes better than tap water
                                                        • Figure 44: Attitudes around water and water filtration, 2022
                                                      • Americans are generally unaware of the water quality in their area, especially multicultural consumers
                                                        • Figure 45: Attitudes around water and water filtration, 2022
                                                    • Interest in Water Filtration Product Innovation

                                                      • Users most interested in value-related innovation
                                                        • Figure 46: Interest in water filtration product features, 2022
                                                      • Increase value with convenience
                                                        • Figure 47: Meaning of convenience, 2021 – From Value-conscious Consumer – US, 2021
                                                      • Encourage customers to test new features with money-back guarantees
                                                        • Attract younger adults with personalization
                                                          • Figure 48: Interest in water filtration product features, by age, 2022
                                                        • Multicultural consumers are interested in health-focused innovation
                                                          • Hispanics feel healthy but still want to improve
                                                            • Black consumers are interested in water filtration tech
                                                              • Figure 49: Interest in water filtration product features, by race and Hispanic origin, 2022
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Sales data
                                                                • Forecast
                                                                  • Consumer survey data
                                                                    • Marketing creative
                                                                      • Abbreviations and terms
                                                                        • Abbreviations
                                                                          • Terms
                                                                          • The Market

                                                                              • Figure 50: Total US retail sales and forecast of water filters and filtration devices, at inflation-adjusted prices, 2017-27
                                                                              • Figure 51: Average annual household spending on water filters and water filtration devices, 2017-22
                                                                              • Figure 52: Total US retail sales of water filters and water filtration devices, by channel, at current prices, 2017-22
                                                                              • Figure 53: Total US retail sales of water filtration – US – 2022, by channel, at current prices, 2020 and 2022
                                                                          • Companies and Brands

                                                                              • Figure 54: Multi-outlet sales of water filters and water filtration devices, by leading companies, rolling 52 weeks 2021 and 2022
                                                                              • Figure 55: Multi-outlet sales of water filters, by leading companies and brands, rolling 52 weeks 2021 and 2022
                                                                              • Figure 56: Multi-outlet sales of water filtration devices, by leading companies and brands, rolling 52 weeks 2021 and 2022

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