Table of Contents
Executive Summary
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- The market
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- Figure 1: Total US retail sales and fan chart forecast of water filtration products, at current prices, 2009-19
- Market factors
- Tap water quality still a concern for some, especially in urban areas
- Growth in Asian, Hispanic, and Black populations will help the water filtration market
- Segment performance
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- Figure 2: Total US retail sales and forecast of water filtration products, by segment, at current prices, 2011-16
- Market players
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- Figure 3: Share of MULO sales of water filtration products, by leading companies, 2014
- The consumer
- Smaller devices are most popular among consumers
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- Figure 4: Incidence of water filtration device/system ownership, August 2014
- Improved health and taste drive category participation
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- Figure 5: Reasons for owning water filtration products, August 2014
- Filter expense and lifespan most commonly felt frustrations with the category
- Consumers agree that filtered water is healthier and tastes better
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- Figure 6: Attitudes concerning water filtration, any agreement, August 2014
- Satisfaction with tap water is biggest detractor for why consumers don’t buy products
- What we think
Issues and Insights
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- What should companies do to address filter replacement?
- The issues
- The implications
- How can companies make these products “essential” to consumers?
- The issues
- The implications
- How can brands better engage Asian, Hispanic, and Black consumers?
- The issues
- The implications
Trend Application
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- Trend: Rebirth of Cities
- Trend: Extend My Brand
- Trend: Help Me Help Myself
Market Size and Forecast
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- Key points
- Sales and forecast of water filtration products
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- Figure 7: Total US retail sales and forecast of water filtration products, at current prices, 2009-19
- Figure 8: Total US retail sales and forecast of water filtration products, at inflation-adjusted prices, 2009-19
- Water filtration sales are declining
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- Figure 9: Total US retail sales and fan chart forecast of water filtration products, at current prices, 2009-19
- Forecast methodology
Market Drivers
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- Key points
- Quality of municipal tap water remains a concern in some areas
- Bottled water bans becoming more commonplace, but bottled water market is still growing
- Hispanic, Asian, and Black population growth will help the category
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- Figure 10: Population, by race and Hispanic Origin, 2009-19
Segment Performance
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- Key points
- Water filtration sales by segment
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- Figure 11: Segment share of total US retail sales of water filtration products, 2014
- Water filter sales are starting to decline
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- Figure 12: Total US retail sales and forecast of water filters, at current prices, 2009-19
- Water filtration device sales are also dropping
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- Figure 13: Total US retail sales and forecast of water filtration devices, at current prices, 2009-19
Retail Channels
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- Key points
- “Other retail channels” account for majority of water filtration sales
- Sales of water filtration products, by channel
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- Figure 14: Total US retail sales of water filtration products, by channel, at current prices, 2009-14
Leading Companies
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- Key points
- Clorox and Helen of Troy account for majority of MULO sales
- Retailers gaining ground with private label offerings
- “Other” companies struggling in MULO channels
- MULO manufacturer sales of water filtration products
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- Figure 15: MULO sales of water filtration products, by leading companies, 2013 and 2014
Brand Share – Water Filters
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- Key points
- Despite dominance, top brands struggle in MULO filter segment
- Retailers and smaller companies see the most success
- MULO sales of water filters
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- Figure 16: MULO sales of water filters, by leading companies, 2013 and 2014
Brand Share – Water Filtration Devices
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- Key points
- Brita experiences declines while PUR sees solid gains
- MULO sales of water filtration devices
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- Figure 17: MULO sales of water filtration devices, by leading companies, 2013 and 2014
Innovations and Innovators
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- Overview
- Portable bottles with built-in filters
- Grayl
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- Figure 18: Grayl website
- OKO Filtration Water Bottles
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- Figure 19: OKO website
- Pitchers
- Soma
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- Figure 20: Soma website
- Water Fall by KOR
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- Figure 21: Water Fall by KOR Kickstarter campaign
- Single filters
- EveryDrop Water Filter
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- Figure 22: EveryDrop Water Filter website
- WaterBean
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- Figure 23: WaterBean website
Marketing Strategies
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- Overview
- PUR utilizes a humorous “water critic” in its newest campaign
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- Figure 24: PUR Water critic advertisement
- Brita wants to show consumers how much sugar they are drinking
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- Figure 25: Cola Rain Brita advertisement
Product Ownership
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- Key points
- Smaller devices more popular than larger systems
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- Figure 26: Incidence of water filtration device/system ownership, August 2014
- Consumers most apt to only own one device/system
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- Figure 27: Repertoire on incidence of water filtration device/system ownership, August 2014
- Younger consumers more engaged in the filtration market
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- Figure 28: Incidence of water filtration device/system ownership, by age, August 2014
- Households with children are key segment for category
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- Figure 29: Incidence of water filtration device/system ownership, by age of children, August 2014
- Urban consumers most likely to own small devices
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- Figure 30: Incidence of water filtration device/system ownership, by area, August 2014
Brand Usage
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- Key points
- Brita most popular water filtration brand among younger consumers
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- Figure 31: Water filtration brands used, by age, January 2013-March 2014
- Brita and PUR more popular among middle- and lower-income consumers
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- Figure 32: Water filtration brands used, by household income, January 2013-March 2014
Reasons for Owning Water Filtration Products
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- Key points
- Consumers want better tasting and healthier drinking water
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- Figure 33: Reasons for owning water filtration products, August 2014
- Younger consumers want healthier drinking water
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- Figure 34: Reasons for owning water filtration products, by age, august 2014
- Parents want healthier drinking water for their households
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- Figure 35: Reasons for owning water filtration products, by age of children, august 2014
Purchase Factors
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- Key points
- Consumers want products that are easy to use and durable
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- Figure 36: Factors rated as very important when selecting water filtration products, August 2014
- Younger consumers most apt to pay attention to brand and design
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- Figure 37: Factors rated as very important when selecting water filtration products, by age, August 2014
- Function matters across income segments
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- Figure 38: Factors rated as very important when selecting water filtration products, by household income, August 2014
Current Frustrations
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- Key points
- Frustrations around replacement filters most prominent
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- Figure 39: Frustrations with current water filtration products, August 2014
- Younger consumers want longer-lasting filters
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- Figure 40: Frustrations with current water filtration products, by age, August 2014
- Device cleaning and refilling frustrate some parents
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- Figure 41: Frustrations with current water filtration products, by age of children, August 2014
Attitudes Concerning Water Filtration
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- Key points
- Consumers agree that filtered water is healthier and tastes better
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- Figure 42: Attitudes concerning water filtration, any agreement, August 2014
- Younger consumers have strongest opinions around water filtration
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- Figure 43: Attitudes concerning water filtration – Any agree, by age, August 2014
- Parents demonstrate the most concern regarding water quality
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- Figure 44: Attitudes concerning water filtration – Any agree, by age of children, August 2014
Reasons for Not Owning Water Filtration Products
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- Key points
- Satisfaction with tap water is top reason for not owning products
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- Figure 45: Reasons for not owning water filtration products, August 2014
- Older consumers more apt to be happy with their tap water
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- Figure 46: Reasons for not owning water filtration products, by age, August 2014
- Suburban and rural consumers satisfied with their tap water
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- Figure 47: Reasons for not owning water filtration products, by area, August 2014
Impact of Race and Hispanic Origin
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- Key points
- Asians/Pacific Islanders and Hispanics most likely to own water filtration products
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- Figure 48: Incidence of water filtration device/system ownership, by race/Hispanic origin, August 2014
- Health and cost savings key reasons for product ownership
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- Figure 49: Reasons for owning water filtration products, by race/Hispanic origin, august 2014
- Hispanics look for durability and ease of use in their products
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- Figure 50: Important factors when selecting water filtration products – Very important, by race/Hispanic origin, August 2014
- Hispanics and Blacks demonstrate most concern around water quality
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- Figure 51: Attitudes concerning water filtration – Any agree, by race/Hispanic origin, August 2014
Appendix – Other Market Tables
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- Segment performance
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- Figure 52: Total US retail sales of water filtration products, by segment, at current prices, 2012-14
- Retail channels
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- Figure 53: Total US retail sales of water filtration products, by channel, at current prices, 2012-14
- Key purchase measures
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- Figure 54: Key purchase measures for the top water filtration brands, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
Appendix – Other Useful Consumer Tables
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- Product ownership
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- Figure 55: Incidence of water filtration device/system ownership, by gender and age, August 2014
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- Figure 56: Incidence of water filtration device/system ownership, by household income, August 2014
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- Figure 57: Incidence of water filtration device/system ownership, by marital/relationship status, August 2014
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- Figure 58: Incidence of water filtration device/system ownership, by regions, August 2014
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- Figure 59: Incidence of water filtration device/system ownership, by incidence of dieting, August 2014
- Brand usage
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- Figure 60: Water filtration brands used, by gender and age, January 2013-March 2014
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- Figure 61: Water filtration brands used, by household size, January 2013-March 2014
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- Figure 62: Water filtration brands used, by presence of children in household, January 2013-March 2014
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- Figure 63: Water filtration brands used, by region, January 2013-March 2014
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- Figure 64: Water filtration brands used, by marital status, January 2013-March 2014
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- Figure 65: Water filtration brands used, by marital status and presence of children in household, January 2013-March 2014
- Reasons for owning water filtration products
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- Figure 66: Reasons for owning water filtration products, by gender and age, august 2014
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- Figure 67: Reasons for owning water filtration products, by household income, august 2014
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- Figure 68: Reasons for owning water filtration products, by regions, august 2014
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- Figure 69: Reasons for owning water filtration products, by area, august 2014
- Purchase factors
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- Figure 70: Factors when selecting water filtration products, August 2014
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- Figure 71: Factors rated as very important when selecting water filtration products, by gender and age, August 2014
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- Figure 72: Factors rated as very important when selecting water filtration products, by age of children, August 2014
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- Figure 73: Factors rated as very important when selecting water filtration products, by household size, August 2014
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- Figure 74: Factors rated as very important when selecting water filtration products, by regions, August 2014
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- Figure 75: Factors rated as very important when selecting water filtration products, by area, August 2014
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- Figure 76: Factors rated as very important when selecting water filtration products, by incidence of product/system ownership, August 2014
- Current frustrations
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- Figure 77: Frustrations with current water filtration products, by gender and age, August 2014
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- Figure 78: Frustrations with current water filtration products, by household income, August 2014
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- Figure 79: Frustrations with current water filtration products, by regions, August 2014
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- Figure 80: Frustrations with current water filtration products, by area, August 2014
- Attitudes concerning water filtration
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- Figure 81: Attitudes concerning water filtration, August 2014
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- Figure 82: Attitudes concerning water filtration – Any agree, by gender and age, August 2014
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- Figure 83: Attitudes concerning water filtration – Any agree, by household income, August 2014
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- Figure 84: Attitudes concerning water filtration – Any agree, by area, August 2014
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- Figure 85: Attitudes concerning water filtration – Any agree, by household size, August 2014
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- Figure 86: Attitudes concerning water filtration – Any agree, by regions, August 2014
- Reasons for not owning water filtration products
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- Figure 87: Reasons for not owning water filtration products, by gender and age, August 2014
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- Figure 88: Reasons for not owning water filtration products, by household income, August 2014
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- Figure 89: Reasons for not owning water filtration products, by regions, August 2014
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- Figure 90: Reasons for not owning water filtration products, by household size, August 2014
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- Figure 91: Reasons for not owning water filtration products, by age of children, August 2014
- Impact of race and Hispanic origin
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- Figure 92: Water filtration brands used, by race/Hispanic origin, January 2013-March 2014
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- Figure 93: Frustrations with current water filtration products, by race/Hispanic origin, August 2014
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- Figure 94: Reasons for not owning water filtration products, by race/Hispanic origin, August 2014
Appendix – Trade Associations
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