Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
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- Figure 1: Total US sales and fan chart forecast of water filtration devices and filters, at current prices, 2011-21
- Tap water is sufficient for some
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- Figure 2: Select barriers to owning or interest in owning water filtration products and systems, August 2016
- Filtration systems must overcome high-cost perceptions
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- Figure 3: Select attitudes toward water filtration systems, August 2016
- The opportunities
- Highlight water safety benefits
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- Figure 4: Select benefits of owning water filtration systems and products, any rank (net), August 2016
- Emphasize ease of cleaning
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- Figure 5: Select purchase influencers, any important (net), August 2016
- Clarify how well different types of products remove contaminants
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- Figure 6: Select benefits of owning water filtration systems and products, any rank (net), August 2016
- What it means
The Market – What You Need to Know
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- Sales see slight decline in 2016, future outlook to remain similar
- More filters bought for previously purchased devices
- Bottled water hampers growth; filtration seen as aid to improving well-being
- DPI, fewer family households, and Millennials influence demand
Market Size and Forecast
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- 2016 sales drop slightly, future outlook is stagnant
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- Figure 7: Total US sales and fan chart forecast of water filtration devices and filters, at current prices, 2011-21
- Figure 8: Total US sales and forecast of water filtration devices and filters, at current prices, 2011-21
Market Breakdown
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- Filter replacement is occurring on existing devices
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- Figure 9: Total US retail sales and forecast of water filtration, by segment, at current prices, 2014-21
- Share distribution hasn’t fluctuated much between segments
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- Figure 10: Total US retail sales of water filtration, by segment, at current prices, 2014-16
Market Perspective
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- Bottled water sales could be cannibalizing water filtration industry
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- Figure 11: Commercial for Brita’s Fill & Go Water Filter bottle, August 2016
- Opportunity to position filtered water as a way to combat obesity
- Filtered water as a means to improve appearance
Market Factors
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- Link between disposable personal income and category sales
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- Figure 12: US percentage change of annual disposable personal income and water filtration device annual sales, current prices, Jan. 1, 2013-Sept. 26, 2016
- Fewer parents but greater overall population could have mixed effects
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- Figure 13: Number of births in the US, 2007-15
- More Millennials, iGeneration could mean more sales
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- Figure 14: US population by generation, 2011, 2016, 2021
Key Players – What You Need to Know
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- Biggest brand, Brita, sees 7% decline; PUR outpaces category
- SOMA and Zerowater excel with design and product proof, respectively
- Brands struggle to prove efficacy
- Synched devices, concerns over tap water drive innovation
Manufacturer Sales of Water Filtration Products
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- Helen of Troy sees highest growth, while share-leading Clorox struggles
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- Figure 15: MULO sales of water filtration, by leading companies, rolling 52 weeks 2015 and 2016
What’s Working?
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- Soma’s fresh design sets it apart from the crowd
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- Figure 16: MULO sales of Soma water devices and filters, rolling 52 weeks 2015 and 2016
- Zerowater Proves It works to the consumer
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- Figure 17: Zerowater brand commercial, March 2016
- Figure 18: MULO Sales of Zerowater technologies water devices and filters, rolling 52 weeks 2015 and 2016
- Private label devices meet the mark for some consumers
What’s Struggling?
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- Brands could use more transparency, clarity
- Private label filters could be disappointing customers
What’s Next?
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- Greater integration with technology . . . but proceed with caution
- Filtration devices further leveraging water safety issues
The Consumer – What You Need to Know
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- Built-in fridge dispensers are most owned, but consumers want convenience
- Water safety is most important benefit, taste is second
- Non-owners satisfied with tap water, think filters are expensive
- Filtration systems aren’t always utilized, but do save space
- Easy-to-clean and taste influence filter product purchases
- Consumers concerned about water safety, want solutions
Usage and Ownership of Water Filtration Products and Systems
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- Products with portability and less need for refilling have most interest
- Lapsed usage low across the board for systems and products
- Fridge dispenser most widely owned among both products and systems
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- Figure 19: Type of filtration systems and products owned and used, August 2016
- Millennials own filtration devices more than other generations
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- Figure 20: Type of filtration systems and products owned, any ownership (net), by generation, August 2016
- Parents are heavier users of water filtration devices
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- Figure 21: Type of filtration systems and products owned, any ownership (net), by parental status, August 2016
- Hispanics more likely to own various filtration forms
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- Figure 22: Type of filtration systems and products owned, any ownership (net), by Hispanic origin, August 2016
Benefits of Water Filtration Products and Systems
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- Water safety beats out taste for top benefit of filtration ownership
- Eco-friendly, less bottled water not an overwhelming draw for ownership
- Water safety becomes more important for parents as milk declines
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- Figure 23: Benefits of owning water filtration systems and products, any rank (net) August 2016
- Millennials care about saving money, improving taste of food and beverages
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- Figure 24: Benefits of owning water filtration systems and products, any rank (net), by generation, August 2016
- Consumers appreciate how filtration devices help them drink more water
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- Figure 25: Benefits of owning water filtration systems and products, to help myself drink more water, by select demographics, August 2016
- Hispanics care more about water as a healthful alternative
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- Figure 26: Benefits of owning water filtration systems and products, by Hispanic origin, August 2016
Barriers to Water Filtration Usage
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- Tap water is sufficient
- Most non-users aren’t turned off by physical attributes
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- Figure 27: Barriers to owning or interest in owning water filtration products and systems, August 2016
Purchase Influencers – Water Filtration Products
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- Easy to clean, taste are most important characteristics in products
- Filters play large role in product purchase decisions
- Function and price top aesthetics (but still matter!)
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- Figure 28: Purchase influencers, any important (net), August 2016
- Online reviews are important for Millennials
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- Figure 29: Select purchase influencers, any important, by generation, August 2016
- Parents want convenience, quality
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- Figure 30: Select purchase influencers, any important (net), by parental status, August 2016
- Hispanics and parents hold similar views
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- Figure 31: Select purchase influencers, any important (net), by Hispanic origin, August 2016
Attitudes toward Water Filtration Systems
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- In-fridge system owners still use tap water
- Filtration systems save shelf space
- Filtration systems perceived as expensive, difficult to install
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- Figure 32: Attitudes toward water filtration systems, August 2016
- Older generations more pessimistic about filtration systems
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- Figure 33: Select attitudes toward water filtration systems, by generation, August 2016
- Parents proponents of filtration systems
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- Figure 34: Attitudes toward water filtration systems, by parental status, August 2016
- Hispanics not unlike overall population in attitudes
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- Figure 35: Attitudes toward water filtration systems, by Hispanic origin, August 2016
Water Safety Issues
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- Consumers are concerned about water, adjusting behavior accordingly
- Opportunity exists to increase customer penetration
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- Figure 36: Water safety issues, August 2016
- Parents are concerned about water safety for their kids . . . and themselves
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- Figure 37: Select water safety issues, by parental status, August 2016
- Younger generations make more of an effort to filter their water
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- Figure 38: Select water safety issues, by generation, August 2016
- Hispanics express similar concerns regarding water safety when compared to total population
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- Figure 39: Water safety issues, by Hispanic origin, August 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 40: Total US Retail sales and forecast of water filtration, at inflation-adjusted prices, 2011-21
- Figure 41: Total US retail sales and forecast of water filtration, by segment, at current prices, 2011-21
- Figure 42: Total US retail sales of water filtration, by segment, at current prices, 2014 and 2016
- Figure 43: Total US retail sales and forecast of water devices, at inflation-adjusted prices, 2011-21
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- Figure 44: Total US retail sales and forecast of water filters, at inflation-adjusted prices, 2011-21
- Figure 45: Total US retail sales of water filtration, by channel, at current prices, 2011-16
- Figure 46: Total US retail sales of water filtration, by channel, at current prices, 2014 and 2016
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Appendix – Key Players
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- Figure 47: MULO sales of water devices, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Figure 48: MULO sales of water filters, by leading companies and brands, rolling 52 weeks 2015 and 2016
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Appendix – Consumer
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- Figure 49: Product ownership, any water filtration product, August 2016
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- Figure 50: Product ownership, any water filtration system, August 2016
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- Figure 51: TURF Analysis – Filtration product purchase influencers, august 2016
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- Figure 52: Table - TURF Analysis – Filtration product purchase influencers, august 2016
- Methodology
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