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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, 2023-2029

Region : Global | Format: PDF | Report ID: FBI103118



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The global water purifier market size was USD 22.85 billion in 2021. The market is projected to grow from USD 30.62 billion in 2022 to USD 50.66 billion by 2029, exhibiting a CAGR of 7.5% during the forecast period. The global COVID-19 pandemic has been unprecedented and staggering, with experiencing lower-than-anticipated demand across all regions compared to pre-pandemic levels. Based on our analysis, the global market exhibited a decline of 3.8% in 2020 as compared to 2019.

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 systems. Installing both point-of-entry and point-of-use filter systems results in complete purification from water softening to removing pathogens. The purification system removes contaminants in raw water with the help of filter media and converts 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 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 to Lower 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 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 took advantage of the federal Payroll Protection Program in the U.S.     


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Emergence of Smart Purification is a Prime Trend Aiding Market Growth

A new trend observed in the market is the introduction of smart purifiers with advanced technologies. Smart purifier is convenient to operate and designed with a multiple stage purification process. These filters monitor the water use and adjust settings as per requirements. Moreover, smart purifiers are designed to generate alerts & notifications to consumers at the completion of their maintenance cycle. With improving the standard of living amongst the consumers and the spending capacity of the people, especially in developing economies of the Asia Pacific and the Middle East, shoppers are asking for feature-laced purifiers, which is providing growth opportunities in the market. Therefore, the rapid emergence of such smart technology-based purifiers is expected to boost demand for these purifiers during the forecast period.  


Multiple Benefits Associated with Use of Water Filters to Spur Demand

Water purifiers remove hazardous viruses, bacteria, and other impurities and offer safe drinking water. Removing giardia & cryptosporidium reduces the possibility of gastrointestinal illness by 33%. In addition, it removes chlorine & its byproducts and lowers the threat of bladder & rectal cancer. 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 worth of water flavor & taste. Thus, utilizing clean & safe water for cooking retains the natural food taste. Home water filter systems remove minerals, which can affect the overall quality of water.The purification at the point of water entry enhances the life period of piping and significantly saves maintenance expenses.  


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

To maintain the water quality, the filters utilized for water purification need timely replacement. The replacement criteria for respective filters varies based on the product type and technology based in the purification systems. Generally, point-of-entry filters require replacement after 5 to 6 years, while POU filters need replacement after 6 to 12 months. As a result, the overall maintenance cost for 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

POU Filters Segment to Remain Largest Product Type in 2021

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. Among these, point-of-use filters are the largest and fastest-growing segment in the market. Point-of-use filters are compressed systems that can be conveniently fitted without consuming much space. As the volume capacity of these filters is low, it makes them appropriate for light applications, where water gets consumed. Among point-of-use water filters, countertop filters accounted for a major revenue share in the market. RO POU water filters are gaining popularity owing to 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 2020. These systems are generally installed at the mainline, where raw water enters the home and are ideal for domestic purposes. These filters are termed 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 high 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 Market

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 revenue share in the market in 2020. RO water filters are costly and designed to produce quality bottled water. These are advanced filters, which can remove 99% of contaminants. RO filters are highly recommended to treat hard water due to their excellent barrier against harmful minerals. Often, these RO filters restrict essential minerals, such as iron, magnesium, and calcium, which alter the taste of water. Also, RO filter media needs timely replacement, which further adds to the overall maintenance of these products.

The gravity filters segment held the second-largest share in the market. In these filters, water gets purified by the force 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 less costly, can be easily mounted at any place, and don’t require running water or electricity to operate. With proper & timely filter replacement, these types of filters can last for a long time.

By Application Analysis

Residential Segment to be Fastest-Growing Application During Forecast Period

Based on application, the market is classified into residential and light commercial. The residential segment was the dominant application in 2021 and the trend is projected to remain the same during the forecast period. In comparison to commercial buildings, water is heavily consumed in residential buildings for daily 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, 2021 (USD Billion)

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In 2021, Asia Pacific accounted for the largest water purifier market share in the global market and was estimated at USD 10.88 billion in 2021. China is the largest shareholder followed by Japan. Though the penetration rate of these purification systems 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. Developed countries, such as Japan, South Korea, Australia, 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 driving factor for the growth of the market in Europe. North America accounted for the third-largest share in 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 well-established market for water purifiers. Most Americans are aware of the importance of clean drinking water. Therefore, most households adopt these purification systems to access clean water.

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The market in Latin America is largely driven by two factors, the initiative by the government to reduce the usage of single-use-plastics has affected the sales of packaged drinking water and the presence of large mining industries resulted in 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, people in these countries have higher spending capacity, which resulted in people spending considerable amounts on water purification products such as water filters. On the flipside, awareness programs run by organizations such as WHO and UN have provided a push for the demand for water purifiers in Africa.


Key Players Use Organic and Inorganic Growth Strategies to Lead their Presence 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, is the key strategy used by the market leaders for their growth. Companies such as Pentair PLC, A.O. Smith Co., 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 and to stay ahead of growing competition.



  • September 2021 – Advent International entered into a definitive 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 market place in the 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 Korea market and to benefit the stay-at-home trend encouraged by the pandemic. 


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 these factors, the report also encompasses several other factors that have significantly contributed to the growth of the market in recent years. The competitive landscape 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



Value (USD Billion)


By Product Type, Category, Application, and 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 size was USD 22.85 billion in 2021 and is projected to reach USD 50.66 billion by 2029.

Growing at a CAGR of 7.5%, the market will exhibit significant growth over the forecast period.

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

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

Asia Pacific held the highest market share in 2021.

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.

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