This study covers the United States consumer market for water treatment systems primarily designed to decrease the amount of contaminants and minerals in households’ water. Systems purchased by consumers for personal use outside of the home (e.g., during leisure activities, pleasure, work, or school) are also considered, as are consumables, such as replacement filters, membranes, and salt.
Refrigerator water filters and pitchers are excluded because these systems are originally sold to equipment manufacturers and only the replacement units are sold to consumers.
Historical data for 2009, 2014, and 2019 and forecasts to 2024 and 2029 are provided for consumer water treatment systems demand both in units and in current dollars (which are not adjusted to account for inflation).
Key breakouts for consumer water treatment systems include technology, system, and region.
Technologies include:
- conventional filtration (adsorptive or mechanical filtration media or the combination of the two)
- ion exchange
- reverse osmosis and other membranes (e.g., ultrafiltration, microfiltration)
- distillation
- other technologies
- magnetic and deionizing
- ultraviolet disinfection
- ozone treatment
- atmospheric disinfection
The technology under which a particular product is classified is determined by the highest level of treatment in that system. For instance, if a product includes both conventional filtration and reverse osmosis, it is labeled as a reverse osmosis system because that technology removes the most contaminants.
Types of systems include:
- whole-house
- point-of-entry (POE) water purification
- water conditioners (e.g., conventional, or salt-based; exchange tank systems, magnetic, template assisted crystallization)
- point-of-use (POU)
- under-the-sink
- countertop
- faucet-mounted
- flow-through
- other POU systems (e.g., atmospheric, showerhead, water bottles, filter straws)
The main designation for systems is the point at which treatment occurs, entry or use. Point-of-entry treatment is defined as treatment at the location where water enters the household for the first time, prior to being dispersed to the home’s faucets. Point-of-use treatment is defined as treatment at the point where water will be consumed or used for other purposes.
Consumables are also included in this study:
- replacement water filters
- water softener salt
- replacement membranes (e.g., spiral-wound, hollow-fiber, plate and frame, large tube)
Demand for consumer water treatment systems is also segmented by the following US geographic regions: Northeast, Midwest, South, and West.
Table of Contents
1. Executive Summary
2. Impact of COVID-19 Pandemic
- Overview
- Impact on the Consumer Water Treatment Industry
3. Overview
- Study Scope
- Historical Trends
- Total Consumer Water Treatment Spending (Systems & Consumables)
- Demand by Treatment Technology
- Treatment Technology Comparison
- Demand by System Type (Whole-House vs Point-of-Use)
- Pricing Trends
4. Factors Impacting Water Treatment Demand
- Trends in Household Water Sources
- Competition from Bottled Water
- Technological Innovations
- Smart Technology
- Wi-Fi & Bluetooth Capability
- Electronic Indicators
- Programmable Systems
- Brand Awareness & Extension
- Sustainability Initiatives
- Regulations
- Safe Drinking Water Act
- Microbial & Disinfection Byproducts Rules
- Reduction of Lead in Drinking Water Act
- Local Regulation of Water Softeners
- Quality Control Organizations
5. Consumer Insights
- Why Consumers Treat Their Water
- Home Water Sources
- Consumer Perceptions of Tap Water Quality
- Impact of Negative Media about Water Quality
- Environmental Attitudes
6. Conventional Water Filtration
- Scope & Product Description
- Unit & Pricing Trends
- Demand by System Type
- Product Types
- Demand by Type
- Activated Carbon Filters
- Mechanical Filters
- Demand by Region
- Market Share & Key Suppliers
7. Ion Exchange Systems
- Scope & Product Description
- Unit & Pricing Trends
- Demand by Region
- Market Share & Key Suppliers
8. Membrane Systems (Reverse Osmosis & Ultrafiltration)
- Scope & Product Description
- Unit & Pricing Trends
- Demand by System Type
- Product Types
- Demand by Type
- Reverse Osmosis
- Ultrafiltration & Other Membrane Systems
- Demand by Region
- Market Share & Key Suppliers
9. Distillation Systems
- Scope & Product Description
- Unit & Pricing Trends
- Demand by System Type
- Demand by Region
10. Niche Water Treatment Technologies
- Demand by Technology
- Demand Outlook
- Magnetic & Deionizing
- Ultraviolet
- Ozone
- Demand by System Type
- Demand by Region
- Key Suppliers
11. Whole-House Consumer Water Treatment Systems
- Product Description & Growth Factors
- Demand by System Type
- Point-of-Entry (POE) Water Treatment Systems
- Product Description
- Demand by Technology
- Demand by Region
- Suppliers
- Water Conditioners
- Product Description
- Demand by Technology
- Demand by Region
- Suppliers
- Whole-House System Market Share
12. Point-of-Use (POU) Consumer Water Treatment Systems
- Scope & Product Description
- Demand by System Type
- Under-the-Sink Systems
- Product Description
- Demand by Technology
- Demand by Region
- Suppliers
- Countertop Systems
- Product Description
- Demand by Technology
- Demand by Region
- Suppliers
- Faucet-Mounted Systems
- Product Description
- Demand by Technology
- Demand by Region
- Market Share & Key Suppliers
- Flow-Through Systems
- Product Description
- Demand by Technology
- Demand by Region
- Market Share & Key Suppliers
- Other Point-of-Use Systems
- Product Description
- Demand by Technology
- Demand by Region
- Suppliers
- Point-of-Use Water Treatment Market Share
13. Water Treatment Consumables
- Scope & Product Description
- Demand by Product
- Replacement Water Filters
- Product Description
- Units & Value Outlook
- Water Softener Salt
- Product Description
- Units & Value Outlook
- Replacement Membranes
- Product Description
- Units & Value Outlook
- Water Treatment Consumables Market Share
14. Regional Trends
- Demand by Region
- Northeast
- Overview
- New England
- Middle Atlantic
- Midwest
- Overview
- East North Central
- West North Central
- South
- Overview
- South Atlantic
- East South Central
- West South Central
- West
- Overview
- Mountain
- Pacific
15. Key Suppliers & Market Share
- Industry Composition
- Market Share
- Mergers & Acquisitions
- List of Industry Participants
16. Appendix
- Scope
- Definitions
- Abbreviations
- Methodology
- Study-Specific Methodology
- Sources
- Associations & Agencies
- Related Studies & Reports
- Macroeconomic Assumptions
- Economic Environment
- Demographic Trends
- Residential Building Construction
- Residential Improvements & Repairs
- Housing Stock
- Housing Completions
- Consumer Spending
- Beverage Production
List of Tables
2. Impact of COVID-19 Pandemic
Table 2-1 - Annual Consumer Water Treatment Demand by Technology, 2019 - 2021 (million dollars)
Table 2-2 - Annual Consumer Water Treatment Demand by System Type, 2019 - 2021 (million dollars)
3. Overview
Table 3-1 - Consumer Water Treatment Demand, 2009 - 2019 (million dollars)
Table 3-2 - Total Consumer Water Treatment Demand: Systems & Consumables, 2009 - 2029 (million dollars)
Table 3-3 - Consumer Water Treatment System Demand by Technology, 2009 - 2029 (thousand units & million dollars)
Table 3-4 - Water Treatment Technology Comparison: Cost, Effectiveness, & Common Uses
Table 3-5 - Consumer Water Treatment System Demand by System Type, 2009 - 2029 (million dollars & thousand units)
Table 3-6 - Whole-House vs Point-of-Use Consumer Water Treatment System Comparison
Table 3-7 - Consumer Water Treatment System Prices, 2009 - 2029 (dollars per unit)
4. Factors Impacting Water Treatment Demand
Table 4-1 - Water Source by Household, 2009 - 2029 (million households)
Table 4-2 - Bottled Water Production & Water Treatment System Demand, 2009 - 2029 (billion gallons & thousand units)
5. Consumer Insights
Table 5-1 - "On a Scale of 1 to 5, With 1 Being the Worst & 5 the Best, How Would You Rank the Tap Water in Your Area?" by Rural vs. Urban Setting, 2020 (% of total respondents)
Table 5-2 - Opinions on Water Quality at Home & Away from Home, by Gender & Age, 2020 (% of total respondents)
Table 5-3 - Environmental Attitude Trends (percentage of population)
6. Conventional Water Filtration
Table 6-1 - Conventional Filtration-Based Consumer Water Treatment System Demand, 2009 - 2029 (thousand units & million dollars)
Table 6-2 - Conventional Filtration-Based Consumer Water Treatment System Demand by System Type, 2009 - 2029 (million dollars)
Table 6-3 - Conventional Filtration Consumer Water Treatment System Demand by Product Type, 2009 - 2029 (million dollars)
Table 6-4 - Conventional Filtration Consumer Water Treatment Demand by Region, 2009 - 2029 (million dollars)
7. Ion Exchange Systems
Table 7-1 - Ion Exchange-Based Consumer Water Treatment System Demand, 2009 - 2029 (thousand units & million dollars)
Table 7-2 - Ion Exchange Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)
8. Membrane Systems (Reverse Osmosis & Ultrafiltration)
Table 8-1 - Reverse Osmosis vs Ultrafiltration
Table 8-2 - Membrane-Based Consumer Water Treatment System Demand, 2009 - 2029 (thousand units & million dollars)
Table 8-3 - Membrane-Based Consumer Water Treatment System Demand by System Type, 2009 - 2029 (million dollars)
Table 8-4 - Membrane-Based Consumer Water Treatment System Demand by Product Type, 2009 - 2029 (million dollars)
Table 8-5 - Membrane-Based Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)
9. Distillation Systems
Table 9-1 - Distillation-Based Consumer Water Treatment System Demand, 2009 - 2029 (thousand units & million dollars)
Table 9-2 - Distillation-Based Consumer Water Treatment System Demand by System Type, 2009 - 2029 (million dollars)
Table 9-3 - Distillation-Based Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)
10. Niche Water Treatment Technologies
Table 10-1 - Niche Consumer Water Treatment System Demand by Technology, 2009 - 2029 (thousand units & million dollars)
Table 10-2 - Niche Consumer Water Treatment System Demand by System Type, 2009 - 2029 (million dollars)
Table 10-3 - Niche Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)
11. Whole-House Consumer Water Treatment Systems
Table 11-1 - Whole-House Consumer Water Treatment System Demand by Type, 2009 - 2029 (thousand units & million dollars)
Table 11-2 - Point-of-Entry Consumer Water Treatment System Demand by Technology, 2009 - 2029 (thousand units & million dollars)
Table 11-3 - Point-of-Entry Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)
Table 11-4 - Selected POE Product Offerings
Table 11-5 - Water Conditional Types: Advantages & Disadvantages
Table 11-6 - Consumer Water Conditioner Demand by Technology, 2009 - 2029 (thousand units & million dollars)
Table 11-7 - Consumer Water Conditioner System Demand by Region, 2009 - 2029 (million dollars)
Table 11-8 - Selected Water Softening & Scale Reduction Product Offerings
12. Point-of-Use (POU) Consumer Water Treatment Systems
Table 12-1 - Point-of-Use Consumer Water Treatment System Demand by Type, 2009 - 2029 (thousand units & million dollars)
Table 12-2 - Under-the-Sink Consumer Water Treatment System Demand by Technology, 2009 - 2029 (thousand units & million dollars)
Table 12-3 - Under-the-Sink Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)
Table 12-4 - Selected Under-the-Sink Product Offerings
Table 12-5 - Countertop Consumer Water Treatment System Demand by Technology, 2009 - 2029 (thousand units & million dollars)
Table 12-6 - Countertop Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)
Table 12-7 - Selected Countertop Product Offerings
Table 12-8 - Faucet-Mounted Consumer Water Treatment System Demand, 2009 - 2029 (thousand units & million dollars)
Table 12-9 - Faucet-Mounted Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)
Table 12-10 - Flow-Through Consumer Water Treatment System Demand, 2009 - 2029 (thousand units & million dollars)
Table 12-11 - Flow-Through Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)
Table 12-12 - Other Point-of-Use System Types: Key Characteristics
Table 12-13 - Other Point-of-Use Consumer Water Treatment System Demand, 2009 - 2029 (thousand units & million dollars)
Table 12-14 - Other Point-of-Use Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)
13. Water Treatment Consumables
Table 13-1 - Consumer Water Treatment System Consumable Demand by Type, 2009 - 2029 (million dollars)
Table 13-2 - Replacement Consumer Water Filter Demand, 2009 - 2029 (million units & million dollars)
Table 13-3 - Consumer Water Softening Salt Demand, 2009 - 2029 (thousand 40-lb bags & million dollars)
Table 13-4 - Replacement Consumer Membrane Demand, 2009 - 2029 (thousand units & million dollars)
14. Regional Trends
Table 14-1 - Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)
Table 14-2 - Consumer Water Treatment Regional Trends Overview
Table 14-3 - Northeast Consumer Water Treatment System Demand by Subregion & Type, 2009 - 2029 (million dollars)
Table 14-4 - Midwest Consumer Water Treatment System Demand by Subregion & Type, 2009 - 2029 (million dollars)
Table 14-5 - South Consumer Water Treatment System Demand by Subregion & Type, 2009 - 2029 (million dollars)
Table 14-6 - West Consumer Water Treatment System Demand by Subregion & Type, 2009 - 2029 (million dollars)
15. Key Suppliers & Market Share
Table 15-1 - Selected US Consumer Water Treatment System & Consumable Sales by Company, 2019 (million dollars)
Table 15-2 - Selected Mergers & Acquisitions
Table 15-3 - Selected Industry Participants
16. Appendix
Table 16-1 - Study Scope: US Geographic Regions & Subregions
Table 16-2 - Relevant Industry Codes
Table 16-3 - Relevant HS Codes
Table 16-4 - Abbreviations & Acronyms Used in Study
Table 16-5 - Macroeconomic Indicators, 2009 - 2029 (billion 2012 dollars)
Table 16-6 - Population & Households, 2009 - 2029 (million persons)
Table 16-7 - Residential Building Construction Expenditures, 2009 - 2029 (billion dollars & billion 2012 dollars)
Table 16-8 - Residential Improvement & Repair Expenditures, 2009 - 2029 (billion dollars & billion 2012 dollars)
Table 16-9 - Housing Stock by Type, 2009 - 2029 (million units)
Table 16-10 - New Housing Indicators, 2009 - 2029 (thousand units)
Table 16-11 - Personal Consumption Expenditures, 2009 - 2029 (billion dollars)
Table 16-12 - Beverage Production, 2009 - 2029 (billion gallons)
List of Figures
1. Executive Summary
Figure 1-1 - US Consumer Water Treatment Systems Market
2. Impact of COVID-19 Pandemic
Figure 2-1 - Consumer Water Treatment System Demand Annual Growth, 2018 - 2024 (percent annual change)
3. Overview
Figure 3-1 - Consumer Water Treatment Demand, 2004 - 2019 (million dollars)
Figure 3-2 - Total Consumer Water Treatment Demand: Systems & Consumables, 2009 - 2029 (million dollars)
Figure 3-3 - Consumer Water Treatment System Value & Volume Demand Share by Treatment Technology, 2019 (million dollars & thousand units)
Figure 3-4 - Consumer Water Treatment System Prices, 2009 - 2029 (dollars per unit)
4. Factors Impacting Water Treatment Demand
Figure 4-1 - Electronic Indicators: Product Example
Figure 4-2 - Programmable Systems: Product Example
Figure 4-3 - Brita PRO Product Example
5. Consumer Insights
Figure 5-1 - Where Consumers Report Getting Their Home Water by Rural vs. Urban Setting, 2020 (% of total respondents; respondents could select more than one option)
Figure 5-2 - "On a Scale of 1 to 5, With 1 Being the Worst & 5 the Best, How Would You Rank the Tap Water in Your Area?", 2020 (% of total respondents)
Figure 5-3 - Opinions on Water Quality at Home & Away from Home, 2020 (% of total respondents)
6. Conventional Water Filtration
Figure 6-1 - Conventional Filtration: Product Example
Figure 6-2 - Conventional Consumer Water Filtration System Market Share by Company, 2019 (million dollars)
7. Ion Exchange Systems
Figure 7-1 - Ion Exchange Consumer Water Treatment Systems: Product Examples
Figure 7-2 - Ion Exchange Consumer Water Treatment System Market Share by Company, 2019 (million dollars)
8. Membrane Systems (Reverse Osmosis & Ultrafiltration)
Figure 8-1 - Membrane-Based Consumer Water Treatment Systems: Product Examples
Figure 8-2 - Membrane-Based Consumer Water Treatment System Market Share by Company, 2019 (million dollars)
9. Distillation Systems
Figure 9-1 - Distillation-Based Consumer Water Treatment Systems: Product Example
11. Whole-House Consumer Water Treatment Systems
Figure 11-1 - Whole-House Consumer Water Treatment System Demand by Type, 2009 - 2029 (million dollars)
Figure 11-2 - Point-of-Entry (POE) Water Treatment Systems: Product Example
Figure 11-3 - Point-of-Entry Consumer Water Treatment System Demand by Technology, 2009 - 2029 (million dollars)
Figure 11-4 - Whole-House Consumer Water Treatment System Market Share by Company, 2019 (million dollars)
12. Point-of-Use (POU) Consumer Water Treatment Systems
Figure 12-1 - Point-of-Use Consumer Water Treatment System Demand by Type, 2009 - 2029 (million dollars)
Figure 12-2 - Under-the-Sink Product Example: iSpring Water Systems
Figure 12-3 - Countertop Water Treatment System Types: Product Examples
Figure 12-4 - Faucet-Mounted Systems: Product Example
Figure 12-5 - Faucet-Mounted Consumer Water Treatment System Market Share by Company, 2019 (million dollars)
Figure 12-6 - Flow-Through Systems: Product Example
Figure 12-7 - Flow-Through Consumer Water Treatment System Market Share by Company, 2019 (million dollars)
Figure 12-8 - LifeStraw Product Example
Figure 12-9 - Point-of-Use Consumer Water Treatment System Market Share by Company, 2019 (million dollars)
13. Water Treatment Consumables
Figure 13-1 - Consumer Water Treatment System Consumable Demand by Type, 2009 - 2029 (million dollars)
Figure 13-2 - Replacement Water Filters: Product Example
Figure 13-3 - Water Softener Salt: Product Example
Figure 13-4 - Replacement Membranes: Product Example
Figure 13-5 - Consumer Water Treatment Consumables Market Share by Company, 2019 (billion dollars)
14. Regional Trends
Figure 14-1 - Consumer Water Treatment System Demand by Region, 2009 - 2029 (million dollars)
Figure 14-2 - Northeast Consumer Water Treatment System: Market Position
Figure 14-3 - Northeast Consumer Water Treatment System Demand by Subregion, 2009 - 2029 (million dollars)
Figure 14-4 - Midwest Consumer Water Treatment System: Market Position
Figure 14-5 - Midwest Consumer Water Treatment System Demand by Subregion, 2009 - 2029 (million dollars)
Figure 14-6 - South Consumer Water Treatment System: Market Position
Figure 14-7 - South Consumer Water Treatment System Demand by Subregion, 2009 - 2029 (million dollars)
Figure 14-8 - West Consumer Water Treatment System: Market Position
Figure 14-9 - West Consumer Water Treatment System Demand by Subregion, 2009 - 2029 (million dollars)
15. Key Suppliers & Market Share
Figure 15-1 - US Consumer Water Treatment Systems & Consumables Market Share by Company, 2019 (billion dollars)
Figure 15-2 - US Consumer Water Treatment Systems Market, 2019: Leading Supplier
Figure 15-3 - US Consumer Water Treatment Systems Market, 2019: Co-Second Leading Supplier
Figure 15-4 - US Consumer Water Treatment Systems Market, 2019: Co-Second Leading Supplier
Figure 15-5 - US Consumer Water Treatment Systems Market, 2019: Fourth Leading Supplier
Figure 15-6 - US Consumer Water Treatment Systems Market, 2019: Fifth Leading Supplier
16. Appendix
Samples
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Methodology
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