866-997-4948(US-Canada Toll Free)

Water Filtration - US - November 2014

Published By :

Mintel

Published Date : Nov 2014

Category :

Lifestyle

No. of Pages : 118 Pages

Water filtration market sales are struggling, with further declines expected in the coming years. Companies will need to address the issue of filter replacement, convince consumers that these products are essential, and better engage Asian, Hispanic, and Black consumers to reinvigorate the category.
Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Sales data
Consumer survey data
Qualitative consumer data
Abbreviations and terms
Abbreviations
Terms

Executive Summary

The market
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
Figure 2: Total US retail sales and forecast of water filtration products, by segment, at current prices, 2011-16
Market players
Figure 3: Share of MULO sales of water filtration products, by leading companies, 2014
The consumer
Smaller devices are most popular among consumers
Figure 4: Incidence of water filtration device/system ownership, August 2014
Improved health and taste drive category participation
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
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

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

Trend: Rebirth of Cities
Trend: Extend My Brand
Trend: Help Me Help Myself

Market Size and Forecast

Key points
Sales and forecast of water filtration products
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
Figure 9: Total US retail sales and fan chart forecast of water filtration products, at current prices, 2009-19
Forecast methodology

Market Drivers

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
Figure 10: Population, by race and Hispanic Origin, 2009-19

Segment Performance

Key points
Water filtration sales by segment
Figure 11: Segment share of total US retail sales of water filtration products, 2014
Water filter sales are starting to decline
Figure 12: Total US retail sales and forecast of water filters, at current prices, 2009-19
Water filtration device sales are also dropping
Figure 13: Total US retail sales and forecast of water filtration devices, at current prices, 2009-19

Retail Channels

Key points
“Other retail channels” account for majority of water filtration sales
Sales of water filtration products, by channel
Figure 14: Total US retail sales of water filtration products, by channel, at current prices, 2009-14

Leading Companies

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
Figure 15: MULO sales of water filtration products, by leading companies, 2013 and 2014

Brand Share – Water Filters

Key points
Despite dominance, top brands struggle in MULO filter segment
Retailers and smaller companies see the most success
MULO sales of water filters
Figure 16: MULO sales of water filters, by leading companies, 2013 and 2014

Brand Share – Water Filtration Devices

Key points
Brita experiences declines while PUR sees solid gains
MULO sales of water filtration devices
Figure 17: MULO sales of water filtration devices, by leading companies, 2013 and 2014

Innovations and Innovators

Overview
Portable bottles with built-in filters
Grayl
Figure 18: Grayl website
OKO Filtration Water Bottles
Figure 19: OKO website
Pitchers
Soma
Figure 20: Soma website
Water Fall by KOR
Figure 21: Water Fall by KOR Kickstarter campaign
Single filters
EveryDrop Water Filter
Figure 22: EveryDrop Water Filter website
WaterBean
Figure 23: WaterBean website

Marketing Strategies

Overview
PUR utilizes a humorous “water critic” in its newest campaign
Figure 24: PUR Water critic advertisement
Brita wants to show consumers how much sugar they are drinking
Figure 25: Cola Rain Brita advertisement

Product Ownership

Key points
Smaller devices more popular than larger systems
Figure 26: Incidence of water filtration device/system ownership, August 2014
Consumers most apt to only own one device/system
Figure 27: Repertoire on incidence of water filtration device/system ownership, August 2014
Younger consumers more engaged in the filtration market
Figure 28: Incidence of water filtration device/system ownership, by age, August 2014
Households with children are key segment for category
Figure 29: Incidence of water filtration device/system ownership, by age of children, August 2014
Urban consumers most likely to own small devices
Figure 30: Incidence of water filtration device/system ownership, by area, August 2014

Brand Usage

Key points
Brita most popular water filtration brand among younger consumers
Figure 31: Water filtration brands used, by age, January 2013-March 2014
Brita and PUR more popular among middle- and lower-income consumers
Figure 32: Water filtration brands used, by household income, January 2013-March 2014

Reasons for Owning Water Filtration Products

Key points
Consumers want better tasting and healthier drinking water
Figure 33: Reasons for owning water filtration products, August 2014
Younger consumers want healthier drinking water
Figure 34: Reasons for owning water filtration products, by age, august 2014
Parents want healthier drinking water for their households
Figure 35: Reasons for owning water filtration products, by age of children, august 2014

Purchase Factors

Key points
Consumers want products that are easy to use and durable
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
Figure 37: Factors rated as very important when selecting water filtration products, by age, August 2014
Function matters across income segments
Figure 38: Factors rated as very important when selecting water filtration products, by household income, August 2014

Current Frustrations

Key points
Frustrations around replacement filters most prominent
Figure 39: Frustrations with current water filtration products, August 2014
Younger consumers want longer-lasting filters
Figure 40: Frustrations with current water filtration products, by age, August 2014
Device cleaning and refilling frustrate some parents
Figure 41: Frustrations with current water filtration products, by age of children, August 2014

Attitudes Concerning Water Filtration

Key points
Consumers agree that filtered water is healthier and tastes better
Figure 42: Attitudes concerning water filtration, any agreement, August 2014
Younger consumers have strongest opinions around water filtration
Figure 43: Attitudes concerning water filtration – Any agree, by age, August 2014
Parents demonstrate the most concern regarding water quality
Figure 44: Attitudes concerning water filtration – Any agree, by age of children, August 2014

Reasons for Not Owning Water Filtration Products

Key points
Satisfaction with tap water is top reason for not owning products
Figure 45: Reasons for not owning water filtration products, August 2014
Older consumers more apt to be happy with their tap water
Figure 46: Reasons for not owning water filtration products, by age, August 2014
Suburban and rural consumers satisfied with their tap water
Figure 47: Reasons for not owning water filtration products, by area, August 2014

Impact of Race and Hispanic Origin

Key points
Asians/Pacific Islanders and Hispanics most likely to own water filtration products
Figure 48: Incidence of water filtration device/system ownership, by race/Hispanic origin, August 2014
Health and cost savings key reasons for product ownership
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
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
Figure 51: Attitudes concerning water filtration – Any agree, by race/Hispanic origin, August 2014

Appendix – Other Market Tables

Segment performance
Figure 52: Total US retail sales of water filtration products, by segment, at current prices, 2012-14
Retail channels
Figure 53: Total US retail sales of water filtration products, by channel, at current prices, 2012-14
Key purchase measures
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

Product ownership
Figure 55: Incidence of water filtration device/system ownership, by gender and age, August 2014
Figure 56: Incidence of water filtration device/system ownership, by household income, August 2014
Figure 57: Incidence of water filtration device/system ownership, by marital/relationship status, August 2014
Figure 58: Incidence of water filtration device/system ownership, by regions, August 2014
Figure 59: Incidence of water filtration device/system ownership, by incidence of dieting, August 2014
Brand usage
Figure 60: Water filtration brands used, by gender and age, January 2013-March 2014
Figure 61: Water filtration brands used, by household size, January 2013-March 2014
Figure 62: Water filtration brands used, by presence of children in household, January 2013-March 2014
Figure 63: Water filtration brands used, by region, January 2013-March 2014
Figure 64: Water filtration brands used, by marital status, January 2013-March 2014
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
Figure 66: Reasons for owning water filtration products, by gender and age, august 2014
Figure 67: Reasons for owning water filtration products, by household income, august 2014
Figure 68: Reasons for owning water filtration products, by regions, august 2014
Figure 69: Reasons for owning water filtration products, by area, august 2014
Purchase factors
Figure 70: Factors when selecting water filtration products, August 2014
Figure 71: Factors rated as very important when selecting water filtration products, by gender and age, August 2014
Figure 72: Factors rated as very important when selecting water filtration products, by age of children, August 2014
Figure 73: Factors rated as very important when selecting water filtration products, by household size, August 2014
Figure 74: Factors rated as very important when selecting water filtration products, by regions, August 2014
Figure 75: Factors rated as very important when selecting water filtration products, by area, August 2014
Figure 76: Factors rated as very important when selecting water filtration products, by incidence of product/system ownership, August 2014
Current frustrations
Figure 77: Frustrations with current water filtration products, by gender and age, August 2014
Figure 78: Frustrations with current water filtration products, by household income, August 2014
Figure 79: Frustrations with current water filtration products, by regions, August 2014
Figure 80: Frustrations with current water filtration products, by area, August 2014
Attitudes concerning water filtration
Figure 81: Attitudes concerning water filtration, August 2014
Figure 82: Attitudes concerning water filtration – Any agree, by gender and age, August 2014
Figure 83: Attitudes concerning water filtration – Any agree, by household income, August 2014
Figure 84: Attitudes concerning water filtration – Any agree, by area, August 2014
Figure 85: Attitudes concerning water filtration – Any agree, by household size, August 2014
Figure 86: Attitudes concerning water filtration – Any agree, by regions, August 2014
Reasons for not owning water filtration products
Figure 87: Reasons for not owning water filtration products, by gender and age, August 2014
Figure 88: Reasons for not owning water filtration products, by household income, August 2014
Figure 89: Reasons for not owning water filtration products, by regions, August 2014
Figure 90: Reasons for not owning water filtration products, by household size, August 2014
Figure 91: Reasons for not owning water filtration products, by age of children, August 2014
Impact of race and Hispanic origin
Figure 92: Water filtration brands used, by race/Hispanic origin, January 2013-March 2014
Figure 93: Frustrations with current water filtration products, by race/Hispanic origin, August 2014
Figure 94: Reasons for not owning water filtration products, by race/Hispanic origin, August 2014

Appendix – Trade Associations

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title *
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *