Water Filtration - US - November 2014
“Water filtration market sales are struggling, with further declines expected in the coming years. Companies will need to address the issue of filter replacement, convince consumers that these products are essential, and better engage Asian, Hispanic, and Black consumers to reinvigorate the category.”
– Gabriela Elani, Home & Personal Care Analyst
Some questions answered in this report include:
- What should companies do to address filter replacement?
- How can companies make these products “essential” to consumers?
- How can brands better engage Asian, Hispanic, and Black consumers?
Total US sales of water filtration products in 2014 are $833 million. Though the category sales were strong in the years immediately following the recession, the market has experienced flat to declining sales since 2012. While these products are fairly popular with consumers, they are a nonessential household item unless there is a strong functional driver for purchase and subsequent upkeep (such as issues with tap water quality or taste). Competition from tap water and bottled water has also had a negative impact on the category. Brands need to address the issue of consumers’ non-compliance with filter replacement and boost their health and wellness messaging in marketing campaigns to help reinvigorate sales.
This report builds on the analysis presented in Mintel’s Water Filtration – US, November 2012.
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. These filtration products are designed to remove contaminants as well as improve the taste, appearance, and smell of water for usage in the home.
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 size, segmentation, and company/brand share 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 research 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 completely 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
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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Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
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.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
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