Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Water Filtration - US - October 2018

"Despite widespread media coverage of lead and other contaminants found in tap water, the water filtration market experienced a decline of 0.2% from 2017, reaching $827 million in estimated 2018 retail sales. Market struggles can be attributed to higher ownership of dispensers built into the refrigerator, positive perceptions toward tap water, and competition from bottled water. Offering benefits beyond contaminant removal, such as smart features that help users reach their hydration goals, could be an opportunity for brands to stand out from the competition and encourage users to trade up."

- Olivia Guinaugh, Home & Personal Care Analyst

This report will look at the following areas:

  • Water filtration market struggles to grow
  • Ownership of filtration systems lessens the need for products
  • Trust in safety of tap water prevents adults from buying filtration products
  • Bottled water continues to challenge water filtration market

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

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

                                                                Water Filtration - US - October 2018

                                                                US $4,395.00 (Excl.Tax)