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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 Light Commercial), and Regional Forecast, 2023-2030

Last Updated: April 08, 2024 | Format: PDF | Report ID: FBI103118



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The global water purifier market size was USD 30.62 billion in 2022 and is projected to grow from USD 33.65 billion in 2023 to USD 54.48 billion by 2030, exhibiting a CAGR of 7.6% during the forecast period.

Water purifiers consist of mainly two types of water purification systems. One is installed at the point of water entry into buildings and termed as a point-of-entry or whole-house filter system. The other is installed at the endpoint where water is used for consumption and is known as point-of-use system. Installing both point-of-entry and point-of-use filter systems results in complete water purification from water softening to removing pathogens. The water purification system removes contaminants in the raw water with the help of filter media and converts it into better-quality purified water that can be safely used for general and specialized purposes. These purifiers are available in the market with different technologies, including reverse osmosis, ultra-violet, and gravity-based purification process.

As the global market is growing at a faster rate for residential and commercial applications, the key players are focusing on expanding their product portfolios across emerging markets. For instance, in September 2021, A.O. Smith launched a new under-the-counter water treatment unit with UV plus silver activated post-carbon technology in the Indian market. The product was launched strategically to introduce a unique combination of cutting-edge features, advanced purification technology and aesthetic appeal.     


Disrupted Supply Chains & Production amid COVID-19 Hampered the Market Growth

Though the water filtration industry falls under essential services, supply chain disruption that occurred amid COVID-19 has significantly impacted the growth of the global market. Continuous or partial lockdowns across key manufacturing countries caused short-term production halts and shifts in manufacturing schedules. For instance, Pentair PLC, a leading supplier of water purification systems, suffered production slowdown & operation suspension due to ‘shelter in place’ orders from governance.

However, with the implementation of business continuity plans and mitigation strategies deployed by manufacturers & tier 1, 2, and 3 distributors, the global market is projected to recover at a slower rate in the upcoming years. Moreover, to secure small and medium-scale manufacturing units, regional governments are modifying loan policies and supporting cash flow management. For instance, according to WaterWorld Magazine, in 2020, around 44% of Water and Wastewater Equipment Manufacturers Association (WWEMA) manufacturing members and 60% of WWEMA representative members took advantage of the Federal Payroll Protection Program in the U.S.     


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Emergence of Smart Purification is a Key Trend Aiding the Market Growth

Introduction of the smart water purifiers based on advanced technologies is the current trend in the market. Smart water purifiers come with a multi-stage water purification system and are easy to use. These purifiers adjust its setting automatically as per the requirements and monitor water usage. Smart purifiers send alerts or notifications to users for maintenance at the end of their maintenance cycle. A significant increase in consumer expenditure and health awareness in the developing economies of the Asia Pacific and the Middle East is anticipated to boost the demand for smart water purifiers during the forecast period.


Multiple Benefits Associated with the Use of Water Filters to Spur the Product Demand

Water purifiers are used for the removal of harmful bacteria, viruses, metal impurities, and other contaminants from the water to make it safe for drinking. Removal of the microbes and other contaminants from the water reduces the risk associated with diseases spread by means of water. For instance, removing of cryptosporidium & giardia from the water helps in a 33% reduction in risk associated with gastrointestinal diseases. Removal of the chlorine impurities is necessary to avoid the risk of rectal and bladder cancer which can be achieved by using water purifiers. Moreover, drinking clean water improves the digestive system, keeps the energy level optimum, helps in improving skin health, reduces weight, and boosts the overall immune system of the body. Water purification increases the quality of water’s taste & flavor. Therefore, using clean & safe water for washing & cooking retains the natural taste of food. Home water filter systems remove certain minerals, which can affect the overall quality of water. Water filtration at the point of water entry improves the life of piping systems and saves the maintenance cost.


High Maintenance Cost of Filters is a Key Challenge for Market Growth

To maintain the water quality, the filters used for water purification need timely replacement. The replacement criteria for respective filters depend on the product type and technology-based purification systems. Generally, point-of-entry filters require replacement after five to six years, while point-of-use filters need replacement after six to twelve months. As a result, the overall maintenance cost of the water purification system increases heavily. Therefore, the high cost of filters is a key challenge for the water purifier market growth.


By Product Type Analysis

Point-Of-Use Filters Segment to Remain the Largest Product Type in 2022 Due to Ease of Fitting

In terms of product type, the global market is segregated into point-of-use filters and point-of-entry filters. Point-of-use filters segment is further divided into countertop filters, under the counter filters, pitcher filters, faucet-mounted filters, and others. Of these, point-of-use filters constitute the largest and fastest-growing segment in the market. Point-of-use filters are compressed systems that can be easily fitted without consuming much space. As the volume capacity of these filters is low, it makes them appropriate for lighter applications where water gets consumed. Further, countertop filters held a major share in the market. The high popularity of RO point-of-use water filters is on account of their high-quality water output and space-saving designs.

The point-of-entry filter segment was the second-largest product type in the market in 2022. These systems are generally installed at the mainline where water enters the home and are ideal for domestic purposes. Point-of-entry filters are also known as whole-house filters. The treated water is distributed to the bathroom kitchen, refrigerator, toilet, and washing machine. Point-of-entry filters are costly and have higher water treatment volumes as compared to point-of-use filters.

By Category Analysis

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RO Filters Segment to Account for Major Share in the Market Owing to Excellent Barrier

Based on category, the market is categorized into RO filters, UV filters, gravity filters, and others. Among these categories, RO filters accounted for the largest water purifier market share in 2022. RO water filters are expensive and specially designed to produce bottled water quality 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 against harmful minerals. Sometimes, RO water filters restrict essential minerals such as iron, magnesium, and calcium, which can alter the taste of water. Also, these filters require periodic replacement of filter media, to maintain its efficiency. Periodic replacement of the filter media results in increased maintenance cost.

The gravity filters segment held the second-largest share in the market. In these filters, water is purified with the help of gravity. Water is filtered as it flows from the upper compartment to the bottom compartment without any external force. Moreover, gravity-based water filters are relatively less expensive, can be easily mounted at any place, and don’t need electricity & continuously running water to operate. These filters can work for longer duration if filters are replaced on time.

By Application Analysis

Residential Segment to be the Fastest-Growing Application Driven by Extensive Consumption

Based on application, the market is classified into residential and light commercial. The residential segment was the largest application segment in 2020 and the trend is projected to remain the same during the forecast period. In comparison with commercial buildings, water is extensively consumed in residential buildings for cooking, washing, bathing, and other purposes. Moreover, rapid urbanization is projected to create more need for water purification products during the forecast period. According to the United Nations 2018 Revision of World Urbanization Prospects, over 55% of the global population resides in urban areas and the number is expected to reach 68% by the end of 2050.


Asia Pacific Water Purifier Market Size, 2022 (USD Billion)

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In 2022, the Asia Pacific accounted for the largest share of USD 11.74 billion in the global market. China is the largest shareholder followed by Japan. Though the penetration rate of water purification systems is less in India, awareness regarding waterborne diseases and their adverse health effects is rising. Moreover, key global leaders such as A.O. Smith Corporation, Brita LP, and others are significantly investing in the Indian water purification market. Therefore, India is projected to grow at the fastest rate during the forecast period. Developed countries, such as Japan, South Korea, Australia, and New Zealand represent a high penetration rate for water purification products.

Europe accounted for the second-largest revenue share in the market. In Europe, Germany held the largest market share followed by the U.K. Increasing use of tap water is the key factor driving the growth of the market in Europe.

North America accounted for the third-largest share of the market in 2020. The U.S. is the major contributor to the North America market growth followed by Canada, owing to the presence of water purifier manufacturers in the region and a well-established market for water purification systems. Most Americans are aware of the importance of clean drinking water. Therefore, most households adopt water purification systems to access clean water.

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The market in Latin America is largely driven by two factors. First, the initiative by the government to reduce the usage of single-use plastics has affected the sales of packaged drinking water. Second, the presence of a large mining industry has resulted in the pollution of water in many countries. These two factors have been the key drivers that have shaped the growth of the market in the past. The Middle East is largely dependent on water purification technologies such as desalination for drinking water as it has no access to fresh water sources. Scanty rainfall and the absence of rivers in the region are behind this situation. Also, the people in these countries have higher spending capacity, which has resulted in people spending considerable amounts on water purification products such as water filters. On the flip side, awareness programs run by organizations such as WHO and the UN have provided a push for the demand for water purifiers in the Africa region.


Key Players Use Organic and Inorganic Growth Strategies to Maintain Their Position in the Market    

Key players in the market have invested a considerable amount of resources in the research and development of several water purification products and manufacturing technologies. A diversified product portfolio, supported by superior operational efficiency & novel technologies, are the key strategies used by the market leaders for their growth. The companies such as Pentair PLC, A.O. Smith Co., and Brita have strong & well-established supply chains. New product development and acquisition of small-scale manufacturers or suppliers are the important strategies adopted by leading players to increase their regional presence to stay ahead of the growing competition.


  • A. O. Smith Corporation (U.S.)

  • Brita LP (U.S.)

  • Pentair PLC (U.S.)

  • Culligan International Company (U.S.)

  • Unilever PLC (U.K.)

  • Panasonic Corporation (Japan)

  • LG Electronics (South Korea)

  • Helen of Troy Limited (U.S.)

  • Best Water Technology Group (Austria)

  • Kent RO Systems Ltd. (India)

  • iSpring Water Systems LLC (U.S.)

  • The 3M Company (U.S.)

  • Honeywell International Inc. (Switzerland)

  • General Electric Company (U.S.)


  • November 2022 - Culligan International initiated a merger with Waterlogic Group Holding to create a leader in clean and sustainable drinking water solutions, ‘Culligan’.

  • July 2022 - Pentair PLC announced that it has completed the acquisition of the Manitowoc Ice from Welbilt, Inc. The move would help enhance its commercial water solutions business.

  • January 2022: With the launch of a new range of alkaline RO water purification products, the Tesla Power USA unveiled its Healthy Life division. The products were launched under the brand name of YogiJal & Alkalino in India. These products will be available across Tesla Power Shops along with the installation, sales support & exchange services.

  • September 2021 – Advent International entered into an agreement with Shapoorji Pallonji Group to purchase the majority stake of more than 72% in Eureka Forbes Ltd. The transaction was valued at around USD 582 million. With this acquisition, both companies will combine their expertise to enhance their marketplace in domestic and overseas water treatment industry.

  • March 2021 – Samsung launched the NSF certified and customizable water purification units with multi-facet, ambient, and hot-cold options. With this launch, the company aimed to focus on penetrating the South Korean market and to benefit from the stay-at-home trend encouraged by the pandemic. 


An Infographic Representation of Water Purifier Market

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The market report provides a detailed analysis of the water purification industry and focuses on key aspects such as leading companies, product types, categories, and leading applications of the product. Besides this, the report offers insights into the market trends and highlights key industry developments. In addition to the aforementioned factors, the report encompasses several factors that have contributed to the growth of the market over recent years. The competitive landscape section covers the detailed company profiling of leading key market players operating in the industry.

Report Scope & Segmentation



Study Period


Base Year


Estimated Year


Forecast Period


Historical Period


Growth Rate

CAGR of 7.6% from 2023 to 2030


Value (USD Billion)


By Product Type, By Category, By Application, and By Geography

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

  • Light Commercial

By Geography


  • North America (By Product Type, By Category, By Application, By Country)

    • U.S. (By Application)

    • Canada (By Application)

  • Europe (By Product Type, By Category, By Application, By Country)

    • Germany (By Application)

    • U.K. (By Application)

    • France (By Application)

    • Italy (By Application)

    • Rest of Europe (By Application)

  • Asia Pacific (By Product Type, By Category, By Application, By Country)

    • China (By Application)

    • India (By Application)

    • Japan (By Application)

    • ASEAN (By Application)

    • Rest of Asia Pacific (By Application)

  • Latin America (By Product Type, By Category, By Application, By Country)

    • Brazil (By Application)

    • Mexico (By Application)

    • Rest of Latin America (By Application)

  • Middle East and Africa (By Product Type, By Category, By Application, By Sub-Region)

    • Middle East (By Application)

    • Africa (By Application)

Frequently Asked Questions

Fortune Business Insights says that the global market size was USD 30.62 billion in 2022 and is projected to reach USD 54.48 billion by 2030.

Growing at a CAGR of 7.6%, the market will exhibit significant growth in the forecast period.

The point-of-use filter segment is expected to be the leading segment in this market during the forecast period.

Multiple benefits associated with using water purification systems is the key factor driving the market.

The Asia Pacific held the highest market share in 2022.

Key players operating in the market are A. O. Smith Corporation, Brita LP, Pentair PLC, Culligan International Company, Panasonic Corporation, Helen of Troy Limited, General Electric Company, and Eureka Forbes Ltd. among others.

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