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The global water purifier market size was USD 27.51 billion in 2020. The global impact of COVID-19 has been unprecedented and staggering, with the product witnessing a positive demand shock across all regions amid the pandemic. Based on our analysis, the global market exhibited a decline of 2.03% in 2020. The market is projected to grow from USD 29.12 billion in 2021 to USD 47.53 billion in 2028 at a CAGR of 7.2% during the 2021-2028 period. The sudden rise in CAGR is attributable to this market’s demand and growth, returning to pre-pandemic levels once the pandemic is over.
Water purifier consist of mainly two types of water purification systems. One is installed at the point of water entry into buildings and termed as point-of-entry water purification systems or whole house filter systems. The other is installed at the endpoint where water is used for consumption and known as point-of-use water purification systems. Installing both point-of-entry and point-of-use filter systems results in complete water purification from water softening to removing pathogens. This purifier removes contaminants from raw water with the help of filter media and convert it into better quality purified water which 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 processes.
As the global market is growing at a faster rate, the key players are focusing on expanding their production facilities. For instance, in April 2019, Brita GmbH inaugurated its production facility for dispensers in Italy. The facility was built with an investment of about US$ 2.8 Mn and initially had 4 production lines, and employed 69 people. The new facility is focused on the production of dispensers & filters to reduce the impact of plastic water bottles on the oceans and the environment.
Disrupted Supply Chains & Production Amid COVID-19 To Lower the Market Growth
Though the water purifier industry falls under essential services, supply chain disruption that occurred amid COVID-19 has significantly impacted the global market's growth. Continuous or partial lockdowns across key manufacturing countries caused short-term production halt and shifts in manufacturing schedule. For instance, Pentair PLC, a leading supplier of water purification systems, suffered production slow down & 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 & 3 distributors, the global market is projected to recover at a slower rate in the upcoming years. Moreover, to secure small & medium scale manufacturing units, regional governments are modifying loan policies & supporting cash flow management. For instance, according to the WaterWorld Magazine, in 2020, around 44% of Water and Wastewater Equipment Manufacturers Association (WWEMA) manufacturing members and 60% of WWEMA representative members have taken advantage of the federal Payroll Protection Program in the U.S.
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Emergence of Smart Purifiers is Boosting the Growth
A new trend observed in the market is the introduction of smart water purifier with advanced technologies. These smart purifiers are easy to operate and are designed with a multi-stage purification process. These purifiers monitor the water usage and adjust settings as per requirements. Moreover, Smart purifiers are configured to send alerts or notifications to users at the end of their maintenance cycle. With improving the standard of living amongst the consumers, the spending capacity of the people, especially in developing economies of Asia Pacific and the Middle East, shoppers ask for feature-laced purifiers, which is provisioning growth opportunities for the companies operating in the market. Therefore, the rapid emergence of these smart technology-based purifiers is expected to boost water purifier demand during the forecast period.
Multiple Advantages Linked with The Water Filters to Spur Demand
Water purifier eradicate unsafe viruses, bacteria, and many other impurities from water and enable it safe for drinking. Removing impurities such as giardia, cryptosporidium, it lessens the possibility of gastrointestinal illness by 33%. It also eliminates chlorine by-products & chlorine and reduces the threat of bladder & rectal cancer. Moreover, drinking clean water improves the metabolic system, keeps the energy level, improves skin health, help weight reduction, and boosts the overall immune system of the body. Water purification systems enhance the taste, quality & flavor of raw water. Thus, safe & clean water for cooking keeps the natural taste. These purifiers remove some minerals, which can affect the overall water quality. Water filtration at entrance helps improve piping systems & saves the cost of maintenance.
High Filter Maintenance Cost to Challenge Growth of the Market
The purification filters need to be replaced or cleaned at frequent interval to keep the water purifier quality. The guidelines for filter replacement are solely depends on the product type and technologies used in the purification. In general, POE filters need to be replaced at the interval of 5 to 6 years, whereas the POU filters should be changed after 6 to 12 months. Such factors aid the water purification cost. Thus, high maintenance cost of filters limits the growth of this market.
Point-Of-Use Filters Segment to Remain the Largest Product Type in the Market
On the basis of product type, the global water purifier market is categorized as point-of-use (POU) and point-of-entry (POE) filters. The POU filters include product types such as under-the-counter, countertop, pitcher, faucet-mounted, and others. POU filter is the largest product type in the market. Point-of-use filters are easily mounted in small space. Lower capacity makes POU filters ideal for light household & commercial applications. Among POU water filters, countertop type accounted for a largest revenue share in 2020. Reverse osmosis (RO) water filters are gaining popularity owing to high-quality water purification & compact designs.
The POE filter are generally installed at the mainline and are suitable for domestic purposes. These filters are called as whole house filters. The treated water is dispensed to the bathroom, kitchen, toilet, washing machine & refrigerator. POE filters are costly and have a high water treatment capacity than POU filters. Higher capacity makes POE filters more durable.
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RO Filters Accounted for The Major Share in the Market
On the basis of category, the global market is bifurcated as RO filters, UV filters, Gravity filters, and others. RO filters contributed for the largest market share in 2020. RO water filters are costly & designed to produce bottled quality water. These advanced filters can remove 99% contaminants and are highly recommended to treat hard water. Essential minerals such as iron, magnesium, calcium, are not permitted through RO systems, which can alter water's taste. Also, RO filters need to be replaced timely, which further aid the maintenance cost.
The gravity filters held the second-largest market share in 2020. Water is filtered by gravity as it flows from the upper to bottom compartment without any external device. Gravity-based filters are less expensive than RO, can be easily installed, and don’t need electricity power & continuously running water. With the timely replacement, these filters can work for a long time.
Residential is the Fastest-Growing Application Segment in the Global Market
The market is classified into residential and light commercial by application. The residential was the largest application in 2020, and the trend is expected to remain the same during the forecast period. In comparison with commercial sector, water is broadly consumed in household for washing, cooking, bathing, and other purposes. In addition, the rapid urbanization across the world is projected to create more 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, 2020 (USD Billion)
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Based on the region, the global market is categorized into North America, Europe, Asia-Pacific, Latin America, and Middle East & Africa. Asia Pacific accounted for the largest share in the global market in 2020. In Asia Pacific, China is the largest shareholder, followed by Japan. Though water purification systems' penetration rate is less in India, awareness about waterborne diseases and their adverse health effects on the body is increasing. 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. Japan, South Korea, Australia, and New Zealand are a few countries that 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 water purifier 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 in the market in 2020. In North America, the U.S. is the major contributor to the growth of the market, followed by Canada due to 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 purifier systems to access clean water.
Leading Players Are Focusing to Garner Their Position in the Market
Key players in the market have invested in researching and developing of advanced water purification products and manufacturing technologies. Broder product offerings, supported by excellent operational efficiency & novel technologies, are the important growth strategies implemented by the key leaders for their growth. The companies such as Pentair PLC, A.O. Smith Co., Brita have strong & well-established supply chains.
New product designs and the acquisition of small-scale manufacturers or suppliers are important strategies adopted by leading players to strengthen their market presence and stay ahead of growing competition.
An Infographic Representation of Water Purifier Market
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The global water purifier market research report provides a detailed analysis of this 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 profiles of leading key players operating in the global market.
Value (USD Billion)
By Product Type
Fortune Business Insights says that the global market size was USD 27.51 billion in 2020 and is projected to reach USD 47.53 billion by 2028.
Growing at a CAGR of 7.2%, 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 water purification systems will drive the market growth.
Asia Pacific held the highest market share in 2020.
Key players operating in the market are A. O. Smith Corporation, Brita LP, Pentair PLC, Culligan International Company, Unilever PLC, Panasonic Corporation, LG Electronics, Helen of Troy Limited, General Electric Company, The 3M Company, and Eureka Forbes Ltd., among others.
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