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U.S. Water Purifier Market Size, Share & Covid-19 Impact Analysis, By Product Type (Point-of-use Filters {Under the Counter Filters, Counter Top Filters, Pitcher Filters, Faucet-mounted Filters, and Others} and Point-of-entry Filters), By Category (RO Filters, UV Filters, Gravity Filters, and Others), By Application (Residential and Commercial) and Regional Forecasts, 2020-2027

Region : United States | Format: PDF | Report ID: FBI104696



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The U.S. water purifier market size was USD 5.29 billion in 2019 and is projected to reach USD 8.07 billion by 2027, exhibiting a CAGR of 5.8% during the forecast period.

Water purification systems have gained traction in the country based on higher spending capacity and awareness programs carried by agencies such as WHO and the U.S. EPA. The U.S. has largely sourced water from the great lakes or rivers. But increasing pollution of these resources post-industrial revolution has obligated the usage of water treatment systems to safeguard the health of residents. Water purifiers can remove contaminants in the raw water with the help of filter media and convert it into better quality water, safely used for general and specialized purposes.

People in the U.S. are becoming more health-conscious and have taken up regular drinking habits to support the proper working of essential systems. A rise in the number of health apps that help in regulating proper drinking habits in the leading app stores is a testimony to this trend. As pure water offers multiple benefits, consumers have turned to water purifier manufacturers to set up purification systems in residents and commercial spaces to ensure a regular clean water supply.

Consumer Awareness about Benefits of Pure Water to Reduce the Impact of COVID-19 Pandemic

While the entire U.S. was not under stringent lockdown regulations during the pandemic, many states had restricted the transportation of men and material alike. As water purification is a labor-intensive industry, the pandemic resulted in severe supply chain disruptions. As many companies import filters from Asian countries, a shortage of material and manpower due to health reasons, was observed across the nation. Many companies couldn’t fulfill the existing orders in time due to logistic failures. This resulted in a capital crunch during the period, thereby affecting their growth potential.

However, the gradual lifting of lockdowns and announcement of the industry being ‘essential’ resulted in companies resuming their operations. Many organizations took the strategy of advertising the benefits of pure water in the pandemic, thus improving consumer awareness regarding the benefits of their offerings. This trend has provided a push to the market, which was significantly affected during the past year.


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Emergence of Smart Water Purifiers is Set to Be a Vital Trend

The introduction of smart water purifiers equipped with innovative technology is a new trend in the market. Smart purifiers are based on technologies such as AI and IoT. They are easy to operate and are designed with multi-stage purification processes, which can be controlled via touch and voice responses according to the requirement of the consumer. On the flip side, the usage of smart sensors has promulgated across water purification systems to study the quality of water and display quantities such as TDS, temperature, and O2 content on screens for the customer to identify the water quality. These sensors can also send notifications to the consumer and purifier contractors for timely maintenance of filters. Therefore, the rapid emergence of these smart technology-based water purifiers is expected to boost the U.S. water purifiers market growth during the forecast period.


Multiple Benefits Associated with Use of Water Purifiers to Fuel Growth of the Market

The primary function of water purification products is to remove harmful bacteria, viruses, and other contaminants and make the water safe for drinking and other domestic uses. As per a WHO report, half of the world’s population is projected to live in water-stressed areas by 2025. Hence, it has become essential to use water purification products to make the maximum possible utilization of water resources. Contaminated water is a major source of transmission of waterborne diseases such as diarrhea, dysentery, cholera, and typhoid. The WHO estimates that drinking contaminated water causes around 500,000 deaths every year due to being infected by diarrhea. By removing cryptosporidium & giardia, water purifiers reduce the risk of gastrointestinal diseases by 33 percent. Also, it helps in removing chlorine & it’s by products and lowers the risk of rectal & bladder cancer.

Water purification systems also control the quality of water taste & flavor. Therefore, using clean water for washing & cooking retains the natural taste of food. Whole house water filter systems remove certain minerals, affecting the quality of the overall plumbing system. Water filtration at the point of water entry improves the life of piping systems and saves the maintenance cost for the same. As water purifiers play many important roles, their demand is projected to expand in the U.S. in the upcoming years.


High Maintenance Cost of Filters is a Key Challenge for Growth

In order to keep the water quality intact, filters used in water purification systems need to be replaced timely. The replacement benchmarks for particular filters are dependent upon the product types and technology used in the purification system. In general, point-of-entry filters need to be replaced after five to six years, whereas point-of-use filters should be replaced after six to twelve months. This, in turn, increases the maintenance cost of the overall water purification system. Therefore, the high cost of filters is a key challenge for the growth of the market.


By Product Type

Point-of-use Filters Segment to Remain the Largest Product Type in the U.S. Water Purifiers Market

Based on the product type, the market is segmented into point-of-use filters and point-of-entry filters. The point-of-use filters segment is further divided into under the counter filters, countertop filters, pitcher filters, faucet-mounted filters, and others. Among these, the point-of-use filters segment is the largest and the fastest-growing segment in the market. These filters have compact setups and can be easily installed without acquiring too much space. Low volume capacity makes these filters suitable for lighter applications where the water is finally consumed. Under point-of-use water filters, the countertop filters sub-segment accounted for the major revenue share in the market. Reverse osmosis point-of-use water filters are gaining popularity due to their high-quality water output & space-saving designs.

The point-of-entry filter segment was the second-largest product type in the market in 2019. These systems are generally installed at the mainline where water enters the storage area. These are ideal for treating water for all household applications. Point-of-entry filters are also known as whole house water filters. The treated water is delivered to the kitchen, bathroom, toilet, refrigerator, and washing machine. They are expensive and have higher water treatment capacity than point-of-use filters. The higher capacity & volume make these filters more durable.

By Category

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RO Filters Segment to Account for the Major Share during the Forecast Period

Based on category, the market is categorized into RO filters, UV filters, gravity filters, and others. Among these, the RO filters segment accounted for the largest revenue share in the market in 2019. These are expensive and specially designed to produce water within the specifications of bottled water. These are advanced filters, which remove 99% of the contaminants. RO filters are highly recommended to treat hard water due to their excellent barrier capability against harmful minerals. Sometimes, these filters restrict essential minerals such as iron, magnesium, and calcium, which further alter the taste of water. Also, they require timely replacement of filter media, which, in turn, increases the overall maintenance cost of these filters.

The gravity filters segment held the second-largest share in the market. In these filters, water is purified with the help of gravity. It is filtered as it flows from the upper compartment to the bottom compartment without any external force. Moreover, these filters are comparatively less expensive, can be easily mounted at any place, and don’t require electricity & running water to operate. With the proper and timely replacement of filters, they can last for a longer time.

By Application

Residential Segment to Be the Fastest-growing Application in the Water Purifiers Market

Based on the application, the market is classified into residential and commercial. The residential segment was the largest application segment in 2019. The segment is projected to retain its leading position in the upcoming years. Compared with commercial buildings, water is extensively consumed in residential buildings for cooking, washing, bathing, and other purposes. According to the U.S. Environmental Protection Agency estimates, an average American family uses over 300 gallons of water daily. Out of indoor water use, approximately 20% water is used for showers, 19% through faucets, and 17% for washing clothes. Moreover, rapid urbanization in the country is projected to create more water for household applications during the forecast period. Thus, with the increasing need for clean water, the demand for all types of water purifiers is projected to increase in the near future.


Key Players to Launch New Products and Invest in Developing Production Facilities to Maintain Their Positions  

Major players operating in the U.S. water purifier market are considering investing in establishing new water purification system manufacturing plants. To achieve a competitive age, most leading water purification system manufacturers are developing new products incorporating the latest water purification and the internet of things technologies. Leading companies have also adopted merger and acquisition strategies to extend their product offerings and geographical reach. Small and medium scale companies are entering into distribution contracts with regional suppliers to excel their revenues. Moreover, marketing through advertising campaigns and developing retail websites are some of the few sales strategies implemented by local players.  



  • April 2019 – A.O. Smith Corporation announced the acquisition of Wisconsin-based water treatment solutions provider, Water Right, Inc., for a transaction of USD 107 million in cash to expand its presence in direct-to-consumer and retail spaces and support the company’s growth trajectory in the water treatment segment. The acquisition includes all Water-Right subsidiaries, real estate, and sister company, Mineral-Right, Inc.

  • July 2019: Pentair PLC entered into a definitive agreement to acquire whole water treatment system provider Pelican Water Systems. The acquisition was worth USD 120 million in cash. With this acquisition, Pentair PLC aims to expand its geographical footprints and its core water treatment products in residential applications.


An Infographic Representation of US Water Purifier Market

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The report focuses on both qualitative & quantitative insights into the U.S. water purifiers market. Quantitative insights include the market sizing in terms of value (USD billion) across each segment and the country profiled in the study's scope. Also, the research report covers revenue and market share analysis and growth rates of segments across the country. Qualitative insight covers the elaborative analysis of market drivers, restraints, growth opportunities, key growth trends, and market share forecast. The competitive landscape section covers detailed company profiling and SWOT analysis of key players operating in the market.

Report Scope & Segmentation



Study Period


Base Year


Forecast Period


Historical Period



Value (USD Billion)


By Product Type

  • Point-of-use Filters

    • Under The Counter Filters

    • Counter Top Filters

    • Pitcher Filters

    • Faucet-mounted Filters

    • Others

  • Point-of-entry Filters

By Category

  • RO Filters

  • UV Filters

  • Gravity Filters

  • Others

By Application

  • Residential

  • Commercial

Frequently Asked Questions

Fortune Business Insights says that the U.S. water purifiers market size was USD 5.29 billion in 2019 and is projected to reach USD 8.07 billion by 2027.

Registering a CAGR of 5.8%, the market will exhibit significant growth in the forecast period (2020-2027).

In terms of product type, the point-of-use filter segment is set to lead the market.

Multiple benefits associated with water purification systems are the key factors driving the market.

Key players operating in the market are A. O. Smith Corporation, Brita LP, Pentair PLC, and Helen of Troy Limited.

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US Water Purifier Market Size, Share and Global Industry Trend Forecast till 2026
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