Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Point-of-use (POU)
- Point-of-entry (POE)
- Data sources
- Sales data
- Consumer survey data
- Advertising videos
- Abbreviations and terms
Executive Summary
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- Water filtration market continues expansion during recession
- Contaminated tap and tough times for bottled water
- Home ownership, government stimulus, economic and environmental concerns drive filter sales
- Water filtration, a highly concentrated market
- Brita and PUR target environmentally and cost-conscious consumers
- Water filter usage rates increase with income
- Water taste is the biggest motivation for owning water filtration product
- Young consumers are more likely to believe that bottled water is healthier
- Growing environmental awareness
- Purchase drivers
- Blacks and Hispanics purchase water filtration devices to save money
Insights and Opportunities
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- Key points
- Promote filtered water health benefits among blacks and Hispanics
- Environmental protection efforts should be pushed even further
- Coffee and filters duet for coffee lovers
Inspire Insights
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- Introduction
- Back to its purest stage
- Functional water filters
- Filtered water—the beauty fountain
Market Size and Forecast
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- Key points
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- Figure 1: U.S. FDMx retail sales of water filtration products, at current prices, 2005-10
Competitive Context
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- Contaminated tap water
- Negative press deflates the bottled water market
- Water filtration industry gains
Overall Segment Performance
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- Key points
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- Figure 2: U.S. FDMx sales of water filtration products, by segment, 2005-10
Segment Performance—Replacement Filters
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- Key points
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- Figure 3: FDMx sales of replacement filters, at constant prices, 2005-09
- Figure 4: FDMx sales of water filters, at constant prices, 2009 and 2010
Segment Performance—Water Softeners/Treatments
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- Key points
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- Figure 5: FDMx sales of water softeners/treatments, at constant prices, 2005-09
- Figure 6: FDMx sales of water softeners/treatments, at constant prices, 2009 and 2010
Segment Performance—Water Filtration Devices
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- Key points
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- Figure 7: FDMx sales of water filtration devices, at constant prices, 2005-09
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- Figure 8: FDMx sales of water filtration devices, at constant prices, 2009 and 2010
Retail Channels
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- Key points
- Home centers and hardware stores
- FDMx plus Walmart
- Other
Market Drivers
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- Key points
- Number of households and sales of homes
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- Figure 9: Total number of U.S. households, 2001-10
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- Figure 10: Sales of existing and new single-family homes, 2001-10
- Government stimulus on tap water
- Environmental and economic reasons drive filter consumption
Leading Companies
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- Key points
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- Figure 11: FDMx sales of leading companies in water filtration, 2009 and 2010
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- Figure 12: FDMx sales of leading replacement filter brands, 2009 and 2010
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- Figure 13: FDMx sales of leading water filtration device brands, 2009 and 2010
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- Figure 14: FDMx sales of leading water softener/treatment brands, 2009 and 2010
- Clorox Company (Brita)
- Procter & Gamble (PUR)
- Clayton, Dubilier & Rice (Culligan)
- Morton Salt
- GE Pentair
- Applica Water Products
- 3M
- Zero Technologies
Brand Qualities
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- Key points
- Brita
- PUR
Innovation and Innovators
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- Shower and bath filters promise softer hair and skin
- Water bottles with filters are an alternative for water bottles on the go
- A portable device to reduce chlorine and improve water taste
- Atmospheric generators create water from a renewable resource
- Elegant countertop filtration system and pitchers
- Easy-to-install faucet filters
- First POE filter to reduce arsenic
- Bottle-less coolers use interchangeable filters for different needs
- Nature’s Own Water Care Products
- Water purifiers for camping and emergency situations
Marketing Strategies
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- Overview
- Brita fights plastic bottles
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- Figure 15: Brita’s television ad, 2010
- Figure 16: Brita’s television ad, 2010
- PUR—“Everyone deserves clean water”
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- Figure 17: PUR’s “Exclamation” television ad, 2010
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- Figure 18: PUR’s television ad, 2010
- Filtrete—Portable water without cost and waste
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- Figure 19: Filtrete’s television ad, 2010
- Culligan—“Experience the difference”
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- Figure 20: Culligan’s television ad, 2010
Consumer Usage of Any Type of Water Filter or Purifier
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- Key points
- Water filtration products usage increases with higher income
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- Figure 21: Have any type of water filter or purifier, by household income, October 2010
- Whites and Asians more likely to own water filters
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- Figure 22: Have any type of water filter or purifier, by race/ethnicity, October 2010
- Higher water filter/purifier usage in the West and South
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- Figure 23: Have any type of water filter or purifier, by region, October 2010
- Ownership of all kinds of water filter/purifiers decreased with the recession
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- Figure 24: Water filtration product ownership, 2007 and 2010
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- Figure 25: Water softener ownership, October 2010
Reasons for Owning a Water Filtration System
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- Key points
- Water taste, main reason for owning water filtration system
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- Figure 26: Reasons for owning a water filtration system, by household income, October 2010
- Young consumers use water filters to save money and to switch from bottled water
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- Figure 27: Reasons for owning a water filtration system, by age, October 2010
What Consumers Say About Water
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- Key points
- Consumers believe higher-quality water improves health
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- Figure 28: What consumers say about water, October 2010
- Young consumers more likely to agree that bottled water is healthier than filtered water at home
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- Figure 29: What consumers say about water, by age, October 2010
What Consumers Do About Water
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- Key points
- A high number of consumers use filtered water for cooking and to make coffee and tea
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- Figure 30: Using filtered water for cooking or to make coffee/tea, October 2010
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- Figure 31: Attitudes towards bottled water and water conservation, October 2010
- Young consumers more likely to have water delivered to their homes
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- Figure 32: Attitudes towards bottled water and water conservation, by age, October 2010
Purchase Factors
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- Key points
- Brand loyalty is the leading purchase influencer, but closely followed by a host of others
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- Figure 33: Influences leading to the purchase of water filters or purifiers, October 2010
Importance of Water/Energy Conservation
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- Key points
- Water conservation is important to most consumers during purchase decision
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- Figure 34: Attitudes towards water/energy conservation, October 2010
Reasons for Not Owning Water Filters or Purifiers
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- Key points
- Consumers earning less than $50K think water filtration products are overpriced
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- Figure 35: Reasons for not owning a water filtration product, by household income, October 2010
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- Figure 36: Reasons for not owning a water filtration product, by age, October 2010
Race and Hispanic Origin
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- Key points
- Blacks and Hispanics more likely to use bottled water at home
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- Figure 37: What consumers say about water, by race/ethnicity, October 2010
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- Figure 38: Using filtered water for cooking or to make coffee/tea, by race/ethnicity, October 2010
- Blacks and Hispanics own water filters to save money
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- Figure 39: Reasons for owning a water filtration system, by race/ethnicity, October 2010
- White respondents more likely to think there is nothing wrong with their tap water
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- Figure 40: Reasons for not owning a water filtration product, by race/ethnicity, October 2010
Cluster Analysis
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- Refrigerators
- Opportunity
- Pitchers
- Opportunity
- Any Kind of System
- Opportunity
- Cluster characteristics
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- Figure 41: Water filtration clusters, October 2010
- Figure 42: Water filtration product ownership, by water filtration clusters, October 2010
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- Figure 43: Reasons for owning a water filtration system, by water filtration clusters, October 2010
- Figure 44: Influences leading to the purchase of water filters or purifiers, by water filtration clusters, October 2010
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- Figure 45: Attitudes towards water/energy conservation, by water filtration clusters, October 2010
- Cluster demographics
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- Figure 46: Water filtration clusters, by gender, October 2010
- Figure 47: Water filtration clusters, by age, October 2010
- Figure 48: Water filtration clusters, by household income, October 2010
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- Figure 49: Water filtration clusters, by race, October 2010
- Cluster methodology
Custom Consumer Groups
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- Gender and age
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- Figure 50: Have any type of water filter or purifier, by gender and age, October 2010
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- Figure 51: What consumers say about water, by gender and age, October 2010
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- Figure 52: Using filtered water for cooking or to make coffee/tea, by gender and age, October 2010
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- Figure 53: Influences leading to the purchase of water filters or purifiers, by gender and age, October 2010
- Race/ethnicity and income
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- Figure 54: Have any type of water filter or purifier, by race/ethnicity and income, October 2010
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- Figure 55: What consumers say about water, by race/ethnicity and income, October 2010
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- Figure 56: Attitudes towards bottled water and water conservation, by race/ethnicity and income, October 2010
Appendix—Other Useful Consumer Tables
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- Young consumers use more pitchers and faucet mount filters
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- Figure 57: Water filtration product ownership, by age, October 2010
- Consumers with low incomes are more likely to own pitchers and faucet mounts
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- Figure 58: Water filtration product ownership, by household income, October 2010
- Higher ownership of countertop systems in households with children
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- Figure 59: Water filtration product ownership, by presence of children under 18 in household, October 2010
- Higher ownership of water softeners among higher income groups
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- Figure 60: Water softener ownership, by household income, October 2010
- Higher usage of water softener in the West and Midwest regions
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- Figure 61: Water softener ownership, by region, October 2010
- Young consumers purchase more filtration products online
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- Figure 62: Influences leading to the purchase of water filters or purifiers, by age, October 2010
- Water conservation is more important to older consumers
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- Figure 63: Influences leading to the purchase of water filters or purifiers, by age, October 2010
Appendix—Trade Associations
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