U.S. Water Purifier Market Size, Share & Industry 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), By Distribution Channel (Offline Stores and Online Stores), and Country Forecast, 2025-2032

The U.S. water purifier market size was valued at USD 6.75 billion in 2024. The market is projected to grow from USD 7.09 billion in 2025 to USD 10.35 billion by 2032 at a CAGR of 5.5% during the forecast period.

Water purifiers offers clean and safe drinking water by removing a wide range of contaminants including bacteria, viruses, heavy metals, chemicals, and particulate matter. They also improve the smell, visual appearance, and taste of the drinking water. Water purification industry have grabbed attention in U.S. due to awareness programs by agencies such as the World Health Organization (WHO) and the U.S. Environmental Protection Agency (EPA). The U.S. has primarily sourced water from lakes or rivers. However, the increasing pollution of these resources after the industrial revolution has made it necessary to use treatment systems to safeguard the health of the residents.

People in the U.S. are becoming more health-conscious, leading them to seek reliable solutions for ensuring access to safe and clean drinking water. The rising adoption of health apps that aid to regulate proper drinking habits is a demonstration to this trend. As pure water offers multiple benefits, consumers have turned to water purifier to set up purification technologies in residential and commercial spaces to ensure a regular, clean water supply.

Major companies such as A.O. Smith Corporation, Pentair PLC, and Brita are driving market growth by bringing innovative products such as smart water purifiers and IoT-enabled products. Such efforts taken by industry players will increase the product’s penetration during the forecast period.

U.S. WATER PURIFIER MARKET OVERVIEW

Market Size & Forecast:

• 2024 Market Size: USD 6.75 billion
• 2025 Market Size: USD 7.09 billion
• 2032 Forecast Market Size: USD 10.35 billion
• CAGR: 5.5% from 2024–2032

Market Share:

• Residential segment dominated in 2024, driven by demand for safe drinking water in households.
• By category, RO filters led the market with 99% contaminant removal, while gravity filters are growing due to affordability and ease of use.
• By product type, point-of-use filters held the largest share, while point-of-entry filters gained traction for whole-house applications.
• Offline stores remained the leading channel, though online sales are expanding rapidly.

Key Country Highlights:

• U.S.: Market driven by health-conscious consumers, urban water pollution, and innovation from A.O. Smith, Pentair, and Brita.

MARKET DYNAMICS

MARKET DRIVERS

Numerous Benefits of Water Purification Devices to Drive the Market Growth

The primary function of purification products is to remove harmful viruses, bacteria, and other contaminants and make the water safe for drinking and other domestic uses. As per a report by WHO, half of the global population is projected to live in water-stressed areas by 2025. Hence, it has become essential to purify products to maximize the possible utilization of water resources. Contamination is a significant source of water-borne diseases, including dysentery, diarrhea, typhoid, and cholera. WHO estimates that drinking contaminated water causes diarrhea, resulting in around 500,000 deaths every year. By removing cryptosporidium & giardia, the purifiers reduce the risk of gastrointestinal diseases by 33%. Also, it helps in removing chlorine & chlorine byproducts, lowering the risk of rectal & bladder cancer.

Purification units control the quality of water taste and flavor. Therefore, using clean and pure water for washing and cooking retains the taste of the food. Whole house filter systems remove certain minerals, affecting the quality of the overall plumbing system. Filtration to the point of entry improves the life of piping systems and saves the maintenance cost for the same. As purifiers play many vital roles, its demand is projected to expand in the U.S. in the upcoming years.

Increasing Awareness about Water-borne Diseases is Fueling Demand for Water Purifiers

Water-borne diseases are caused majorly due to infection by pathogens, such as bacteria, viruses, protozoa, algae, and parasitic worms. Consumption of pathogen-contaminated water leads to chlorella, malaria, diarrhea, typhoid, campylobacteriosis, lead poisoning, and other health hazards. Such diseases are spread by eating food products adulterated by such water and coming in contact with water germs during showering, washing, and bathing. WHO estimated that around 1.5 million human deaths are caused by water-borne diseases every year.

To reduce the impact of water-borne diseases, organizations such as WHO, UN, and environmental agencies are carrying out global water campaigns, even in developed economies such as the U.S.

The companies operating in the market launched advertising campaigns describing the bane of contaminated water and the benefits of water purification. With the bulk availability of such information, consumers are becoming more aware of these serious diseases and their harmful effects on the human body, thus increasing the demand for purifiers.

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MARKET RESTRAINTS

Higher Maintenance Cost to Challenge Market Growth

In order to keep the water quality intact, the water filters should be replaced on time. The replacement benchmarks for particular filters depend on the technology type equipped in the water purifier. General point of entry filters need to be changed after five to six years, whereas point-of-use filters should be replaced after six to twelve months. Such replacement of the water filters increases the maintenance cost of the overall product. Therefore, the higher maintenance cost due to the necessary replacement of water filters represents a crucial challenge to market growth.

Market Opportunities

Increasing Demand for Eco-friendly Products to Create Remunerative Opportunities

Increasing demand for water purifiers that are energy-efficient and utilize sustainable materials, reflecting a broader consumer shift toward eco-conscious products. This trend is driven by increasing consumer awareness of environmental impact and a desire for sustainable products. The demand for eco-friendly purifiers will push for advancements in water purification technologies, such as energy-efficient filtration methods and the usage of sustainable materials. In response to this, market players are focusing on using environmentally friendly materials in product making, reducing plastic waste, and promoting sustainable practices. The growing demand for eco-friendly purifiers will contribute to the overall expansion of the market, both in terms of sales and market share, thus creating remunerative opportunities in the market.

U.S. Water Purifier Market Trends

Rising Advent of Smart Water Purifiers is a Key Trend in the Market

Smart purification devices are based on technologies such as artificial intelligence and IoT. They are easy to run and are equipped with multi-purification stages, which can be controlled via voice and touch responses according to the consumer's requirements. On the flipside, smart sensors have been promulgated across water purification devices to study the quality and display quantities, such as TDS, temperature, and O₂ content, on the screens for the customer. These sensors also send notifications to the purifier contractors and consumer contractors for timely maintenance of filters. Therefore, the advent of these smart technologies is projected to fuel the U.S. water purifier market growth. U.S. witnessed a us water purifier market growth from USD 6.44 billion in 2023 to USD 6.75 billion in 2024.

IMPACT OF COVID-19

While the entire U.S. was not under stringent lockdown regulations during the COVID-19 pandemic, many states had restricted the transportation of workforce and materials. However, many companies import filters from Asian countries, and a shortage of material doubled with a shortage in human resources due to health reasons observed across the nation. The logistic failures in many companies resulted in delays in fulfilling the existing orders in time.

The gradual lifting of lockdowns and announcement of the industry being ‘essential’ resulted in companies resuming their operations. Many companies took the strategy of advertising the benefits of pure water during the pandemic, thus improving consumer awareness regarding the benefits of purifier products. This trend has assisted the market to recover faster.

Segmentation Analysis

By Product Type

Point-of-Use Filters Held Lions Share in 2024 Owing to Several Benefits Integrated Within Compact Design

Based on product type, the market is segmented into point-of-use filters and point-of-entry filters. The point-of-use filters segment is divided into under-the-counter filters, countertop filters, pitcher filters, faucet-mounted filters, and others.

The point-of-use filters is the largest and fastest-growing segment in this 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 water is consumed. Reverse osmosis point-of-use water filters are becoming popular due to their higher quality output and space saving designs.

Point-of-entry filter systems are generally installed at the mainline where water enters the home, and they are ideal for all household application thus point-of-entry filters are also known as whole-house filters. The purified water is delivered to the kitchen, bathroom, toilet, refrigerator, and washing machine. Point-of-entry filters are expensive and have a higher treatment capacity than point-of-use filters. Higher capacity and volume make point-of-entry filters more durable, driving its demand at a moderate rate during the forecast period.

By Category

RO Filters to Lead the Market Owing to Increasing Potable-Water Scarcity

On the basis of category, the market is segmented into RO filter, UV filter, Gravity filter, and others. All these categories are traded in offline and online distribution channels in the U.S.

In 2024, RO filters held the majority of the U.S. water purifier market share. RO filters come in different sizes and offer higher functionality to provide high-quality potable water. These are advanced filters that remove 99% of the contaminants. RO filters are expensive and specially designed to obtain bottled water quality. Sometimes, these filters restrict vital minerals, including calcium, iron, and magnesium, which further enhances the taste.

In gravity filters, water is purified with the help of gravitational force. It is filtered from the upper compartment to the bottom without external force. In these filters, activated carbon is mainly used as a filter media. Moreover, these filters are comparatively less expensive, easily mounted at any place, and do not need any electricity or running water to operate. With the proper and timely replacement of filters, these filters last for a longer time. Hence, the gravity filter segment is expected to grow moderately during the forecast period.

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By Application

Residential Application to Dominate the Market Due to Rising Need for Clean Water

The market is bifurcated as residential and commercial, based on application.

The residential segment accounted for the largest market share in 2024 and is anticipated to remain dominant during the forecast period. Compared to commercial buildings, residential buildings extensively consume water for cooking, bathing, washing, and other tasks. As per the U.S. EPA (Environmental Protection Agency), an average family in America consumes around 300 gallons of water daily. Approximately 17% goes for cloth washing, 19% via faucets, and 20% for showers. Thus, with the increasing need for clean water, the residential segment is projected to grow at a faster rate than commercial segment during the forecast period.

Commercial segment includes banks, restaurants, small shopping centers, offices, academic buildings, and others. The water purification systems installed in commercial buildings are large-scale units that offer similar advantages, such as residential compact water filtration units. Commercial purifiers offer the advantage of reduction in the use of plastic bottles, along with continuous supply of cost-effective, drinkable & better tasty water. However, most commercial areas such as hotels and restaurants use bottled water to meet customers' daily water requirements for drinking purposes. This, in turn, affects the growth of the commercial water purifiers segment in the market.

By Distribution Channel

Offline Stores Segment to Lead Market Due to Word of Mouth Marketing and Established Trust by Stores

Based on distribution channel, the market is segmented into offline stores and online stores. Offline stores mainly include specialty stores (company outlets), hypermarkets, supermarkets, and departmental stores.

Consumers in the U.S. are more inclined to purchase purifiers from offline stores. As purifiers fall under healthcare-related consumer appliances, most end-users prefer offline stores to cross-check the quality and after-sales services. Large-scale manufacturers and retailers offer discounts and end-to-end services from purchasing to installation. Also, word-of-mouth marketing has helped offline stores establish trust among consumers over the years. Thus, the segment is projected to remain dominant during the forecast period. However, as the consumers are shifting towards online platforms, the offline stores segment may experience slower growth compared to online platforms.

The online stores segment is projected to register the fastest growth during the forecast period. The key drivers for the segment's growth are the rapid penetration of internet access and continuous developments in offering purifiers through e-commerce websites. International players such as Pentair, Culligan, Brita, and other small & medium-scale scaled manufacturers have listed their products online. The top e-commerce sites in the U.S. are Amazon, Walmart, BestBuy, eBay, and others. These sites also offer reliable sales services along with ease in payment and home delivery, resulting in increasing online sales.

COMPETITIVE LANDSCAPE

Key Industry Players

Key Market Players Focus on New Product Launches to Maintain Their Market Positions

AO Smith Corporation, Culligan International, Pentair PLC, Brita, and Kinetico are identified as the largest players in the market. The market is consolidated, with the top 5 players accounting for more than one third of the market share. Key players operating in the U.S. market are investing considerable amounts in establishing new water purification manufacturing plants. These are developing new products and incorporating the latest purification and Internet of Things technologies to achieve a competitive edge. Prominent companies have also adopted acquisitions to extend their product offerings and geographical reach. Small and medium-scale companies are entering into distribution contracts with national suppliers to excel in their revenues. Moreover, marketing through advertising campaigns and developing retail websites are some of the sales strategies implemented by local players.  

List of Key U.S. Water Purifier Companies Profiled

• A. O. Smith Corporation (U.S.)
• Culligan International Company (U.S.)
• Pentair PLC (U.S.)
• Brita LP (U.S.)
• Kinetico Incorporated (U.S.)
• Advanced Purification Engineering Corp (U.S.)
• Apex Water Filters, Inc. (U.S.)
• Crystal Quest (U.S.)
• Instapure Brands, Inc. (U.S.)
• Helen of Troy (U.S.)
• Omnipure Filter Company (U.S.)
• Paragon Water Systems, Inc. (U.S.)
• Pure-Pro Water Corporation (U.S.)

KEY INDUSTRY DEVELOPMENTS

• November 2024 - A.O. Smith Corporation completed its acquisition of Pureit, a Unilever water purification brand, for approximately USD 120 Million. This move bolsters the company’s presence in e-commerce and expands its portfolio in India and other markets. Pureit, launched in 2004, provides a range of water purification products across Asia and Mexico.
• September 2023 - A.O. Smith Corporation acquired Water Tec of Tuscon, an Arizona based water Treatment Company, expanding its presence on the U.S. West Coast. Water Tec, a family owned business since 1967, specializes in water treatment solutions for residential, commercial, and industrial use.
• July 2022 - Pentair PLC announced that it has completed the acquisition of the Manitowoc Ice from Welbilt, Inc. The move is anticipated to enhance its commercial water solutions business.
• January 2022 - Pentair PLC launched a new and updated website named ‘Pentair Water Solutions’ to offer a suite of innovative water solutions for residential water treatment problems including scaling, odor, taste and contamination. Also, the website encompasses the solutions from recently acquired ‘Pelican Water Systems’.
• July 2021 – A.O. Smith Corporation announced the acquisition of Pennsylvania-based water treatment solutions provider, Master Water Conditioning Corporation. With the acquisition of Master Water, A.O. Smith demonstrates its commitment to the North American water treatment market.

REPORT COVERAGE

The research report is focused on the key insights and market forecasts. Quantitative data include the market size in value (USD billion), market share, and growth rates of all profiled segments. Qualitative data covers the comprehensive analysis of key market trends, driving factors, restraining factors, and market opportunities. The competitive landscape chapter covers the detailed profiling and SWOT analysis of key players.

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Report Scope & Segmentation