Author: Mintel Group Ltd.
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Water Filtration - US - October 2018
Overview
 
What you need to know 
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. 

Definition 
This Report covers water filtration devices and systems that are used in the home and are available to consumers through supermarkets, mass merchandisers, hardware stores, home centers, and specialized dealers.

The following water filtration products are covered in the market size, segmentation, and company/brand share sections of this Report:

●	Pour-through pitchers
●	Faucet mounts
●	Portable bottles with built-in filters
●	Replacement filters for these products

Professional or built-in systems are excluded from The Market and Key Players sections. Some systems that consumers can install themselves (such as countertop filtration systems) are also excluded from these sections. However, they are all addressed and discussed in the consumer sections of this report. These include:

●	Under-sink filtration systems
●	Countertop filtration systems
●	Built-in dispensers in refrigerators
●	Whole house filtration systems that are built into the plumbing

This Report excludes shower heads with water filtration capabilities and purification devices that are used for outdoor purposes, such as backpack units for campers/hikers.

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