Abstract
The water filtration and purification device market includes plumbed-in systems (under-sink systems and water softeners), pour-through devices (including pitchers, countertop devices, faucet-mount devices, and replacement filters) and refrigerator filters. Prospects for increased growth in this market are strong, but will depend on the marketing tactics of suppliers and retailers.
This report provides insight into issues that have the potential to bolster sales in the water filtration market. In particular:
- Consumer awareness of water quality issues. Consumer awareness of water quality issues is still low. This report discusses how water filtration marketers can increase sales through consumer education campaigns.
- Bottled water backlash. For the past several years, water filtration has faced increasing pressure from bottled water. However, growth in bottled water has slowed due to concerns about the environmental impact of plastic bottles. This report provides insight into how water filtration marketers can capitalize on this opportunity.
Other dynamics addressed in this report include the role retail plays in purchase decisions and how different demographic groups approach the market.
This report includes water purification and filtration devices that are used in the home and are available to consumers through supermarkets, discount centers, mass merchandisers, hardware stores, home centers and specialized dealers. These filtration products are designed to purify tap water and improve its appearance, taste and smell.
This report contains US IRI InfoScan data.
Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Sales data for this report
- Consumer data for this report
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Market tops $2.4 billion, faster growth expected
- Oligopoly at FDM in POU
- Brita and PUR dominate consumer advertising
- Hardware/home center channel drives category growth
- The role of retail in the purchase decision
- Taste is cost-of-entry, health important as well
- Water is a local issue
- Consumer education central to future growth
- Bottled water backlash is an opportunity for the water filtration market
- Fast Forward Trends
- Trend: Decline of Deference
- Back to the tap
- A return to price consciousness
- Beyond security--the feeling of control
- Trend: Re-birth of cities
- My city, my water
- Unifying Power of Pride
- Market Drivers
- Overview
- Figure 1: Factors with the greatest impact on water filtration product ownership, November 2007
- Figure 2: Reason for buying a water filtration product, November 2007
- Figure 3: Reason for buying a water filtration product, by age, November 2007
- Quality of tap water
- Figure 4: Contaminants found by local water companies, by state, 2005
- Not all tap water is created equal
- Figure 5: Water filter ownership and attitudes about water, by region, November 2007
- A little water education could go a long way
- Filtration gaining in the battle between bottle and tap
- Figure 6: Type of drinking water used at home, November 2007 vs. November 2005.
- Competing with bottled water
- Convenience
- Taste and health
- Weight control
- Price
- Enhancements
- Kids
- Figure 7: Type of drinking water used at home, by presence of children, November 2007
- As housing market slumps, DIY retailers suffer, but category holds strong
- Market Size and Segmentation
- Market size
- Figure 8: U.S. retail sales of water filtration products at current and constant prices, 2002-07
- Market segmentation
- Overview
- Figure 9: U.S. retail sales of water filtration products, by segment, 2002-07
- Water filtration devices
- Under-sink
- Pitchers
- Countertop systems
- Faucet attachments
- Water softeners
- Replacement filters
- Refrigerator filters
- Supply Structure
- Overview
- Figure 10: FDM sales of water purification devices*, by manufacturer and brand, 2006-07
- Figure 11: FDM sales of replacement filters, by manufacturer and brand, 2006-07
- Clorox Company (Brita)
- Figure 12: Brita disposable bathroom faucet filtration system
- Procter & Gamble (PUR)
- Figure 13: Pur flavor options faucet filtration system
- Clayton, Dubilier & Rice (Culligan)
- Morton Salt
- Cargill
- Omni
- General Electric
- Applica
- Advertising and Promotion
- Overview
- The Clorox Company (Brita)
- Figure 14: Television ad for Brita' s new "Feel what better water can do for you" campaign, 2007
- Figure 15: Television ad for Brita' s previous campaign, 2006
- Procter & Gamble (PUR)
- Figure 16: Television ad for PUR Water Filters and Flavor Options, 2007
- Culligan
- Figure 17: Television ad for Culligan water systems, 2007
- Applica
- Figure 18: Television ad for Clear2O water filtration pitchers, 2007
- Retail Distribution
- Overview
- Hardware/home center channel drives category growth
- Figure 19: Share of total U.S. retail sales of water filtration/purification products by retail channel, 52 Weeks ending July 15, 2007
- Figure 20: Total U.S. retail sales of water filtration/purification products by retail channel, 2002-07
- Food/drug/mass (excluding Wal-Mart) lose share
- Figure 21: FDM sales of water filtration/purification products, by segment, 2002-07
- Other retail channels
- Retail' s role in the purchase decision
- Figure 22: Considerations for most recent filter purchase, November 2007
- Differences by type of product owned
- Demographic differences in purchase process
- Gender
- Age
- Household income
- Figure 23: Considerations for most recent filter purchase, by household income, November 2007
- Married households versus unmarried households
- Figure 24: Water filtration products, considerations for most recent purchase, by marital status, November 2007
- The Consumer: Sources of Drinking Water for the Home
- Figure 25: Type of drinking water used at home, by race/ethnicity, November 2007
- Figure 26: Type of drinking water used at home, by household income, November 2007
- Figure 27: Type of drinking water used at home, by presence of children, November 2007
- Figure 28: Type of drinking water used at home, by living arrangement, November 2007
- Figure 29: Type of drinking water used at home, by education level, November 2007
- The Consumer: Type of Water Filtration Devices Owned
- Figure 30: Water filtration product ownership, November 2007
- Figure 31: Water filtration product ownership, by household income, November 2007
- Figure 32: Water filtration product ownership, by presence of children and marital status, November 2007
- The Consumer: Reasons for not Purchasing
- Figure 33: Reasons for not purchasing water filtration products, November 2007
- Figure 34: Reasons for not purchasing water filtration products, by age, November 2007
- Future and Forecast
- Future trends
- Satisfaction with tap water to decline
- Figure 35: Water filtration product ownership, by age, November 2007
- Long-term impact of bottled water positive for sales
- Pitchers as gateway products
- Figure 36: Water filtration product ownership, by age, November 2007
- Greening of America will positively impact sales
- Figure 37: Water filtration product ownership and concern about the environmental impact of bottled water, by level of education, November 2007
- Market forecast
- Water filtration market
- Figure 38: Forecast of total U.S. retail sales of Water Filtration Products, at current and constant prices, 2007-2012
- Forecast factors
- Appendix: Trade Associations
