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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) and Regional Forecast, 2020-2027

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



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The global water purifier market size was USD 25.71 billion in 2019 and is projected to reach USD 45.00 billion by 2027, exhibiting a CAGR of 7.2% during the forecast period.

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 a point-of-entry water purification system or whole house filter system. 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 in the raw water with the help of filter media and convert it into better quality 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.


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Emergence Of Smart Water Purifier Is Boosting The Growth Of The Market

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. Therefore, the rapid emergence of these smart technology-based purifiers is expected to boost market growth during the forecast period.


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

Water purification products remove the harmful bacteria, viruses and other contaminants and make the water safe for drinking. By removing cryptosporidium & giardia, it reduces the risk of gastrointestinal diseases by 33 percent. Also, it helps in removing chlorine & chlorine by products and lower risk of rectal & bladder 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 quality of water taste & flavor. Therefore, using clean water for washing & cooking retains the natural taste of food. Home water filter systems remove certain minerals, which can affect the quality of overall quality of water. Water filtration at the point of water entry improves the life of piping systems. In addition to this, the water filters are cost-effective with minimum maintenance cost. Enabled by these factors, the demand for water purifiers is expected to increase in the forthcoming years.


High Maintenance Cost of Filters Is a Key Challenge for Growth of the Market

To keep the water quality intact, the filters used in water purification systems need to be replaced timely. The replacement criteria for respective filters is dependent upon the product type 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 overall water purification system. Therefore, the high cost of filters is a key challenge for growth of the market.


By Product Type Analysis

Point-Of-Use Filters Segment To Maintain As The Largest Segment In The Market

By type the water purifier market has segmented into point-of-use filters and point-of-entry filters. Point-of-use filters segment has further divided into countertop, under the counter, faucet-mounted, pitcher and others. Among these, point-of-use filters is the largest segment in the market. Point-of-use filters are 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 finally consumed. Among point-of-use water filters, countertop filters accounted for major revenue share in the market. Reverse osmosis point-of-use water filters are gaining popularity due to its high-quality water output & space-saving designs.

The point-of-entry segment was registered as the second-largest product type in the market in 2019. These systems are generally installed at the mainline where water enters at the home and is ideal for domestic purpose. 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. Point-of-entry filters are expensive and have higher water treatment capacity than point-of-use filters. Higher capacity & volume make point-of-entry filters more durable.

By Category Analysis

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RO Filters To Register Itself As The Largest Segment Over The Forecast Period

The market, based on category has been categorized into UV filters, RO filters, Gravity filters, and others. Out of these categories, RO filters held the largest share in terms of revenue in the market in 2019. 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 water due to its excellent barrier capability against harmful minerals. Sometimes, these filters restrict essential minerals including iron, calcium and magnesium, which further changes the taste of water. Also, RO filters require timely replacement of filter media, which in turn increases the overall maintenance cost of these filters.

Gravity filters accounted for 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, these filters are comparatively less expensive, easily mounted at any place, and don’t require electricity & running water to operate. With the proper and timely replacement of filters, these filters can last for a longer time.

By Application Analysis

Residential Segment to Be the Fastest-Growing Application in The Market

Based on the application, the market is classified into residential and light commercial. The residential water purifier segment was the largest application segment in 2019 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 across the world 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 global population resides in urban areas and the number is projected to reach 68% by the end of 2050.


Asia Pacific Water Purifier Market Size, 2019 (USD Billion)

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Asia Pacific accounted for the largest share in the global market in 2019. Also, the region is projected to be the fastest-growing at a CAGR of 9.0% during the forecast period. In Asia Pacific, China is the largest shareholder followed by Japan. Though the penetration rate of water purifier is less in developing countries such as 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 expected to grow at the fastest rate during the forecast period. Japan, South Korea, Australia, New Zealand are few of the countries that represent 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 2019. In North America, the U.S. is the major contributor to the growth of the market followed by Canada owing to the presence of water purifier manufacturers in the region and well-established market for water purifiers. Most the Americans are aware about importance of clean drinking water. Therefore, most of the households adopt water purification systems to access clean water.


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

Key Players are launching new products and investing to develop new production facilities to Maintain Their Position in the Water Purifiers Market.

Key players operating in the global water purifier market are considerably investing to establish new water purification system manufacturing units. To achieve competitive age, most of the leading water purification system manufacturers are developing new products incorporating latest water purification and internet of things technologies. Global leaders adopted merger and acquisition strategies to extend their product offerings and geographical reach. Small and medium scale companies are entering in distribution contracts with local suppliers to excel their revenues. Moreover, marketing through water campaigns, developing retail websites are some of the key sales strategies implemented by local players.               


  • A. O. Smith Corporation (USA)

  • Brita LP (USA)

  • Pentair PLC (USA)

  • Culligan International Company (USA)

  • Unilever PLC (UK)

  • Panasonic Corporation (Japan)

  • LG Electronics (South Korea)

  • Helen of Troy Limited (USA)

  • Best Water Technology Group (Austria)

  • Kent RO Systems Ltd. (India)

  • iSpring Water Systems LLC (USA)

  • The 3M Company (USA)

  • Honeywell International Inc. (Switzerland)

  • General Electric Company (USA)

  • Eureka Forbes Ltd. (India)


  • December 2019 – Kent RO Systems Ltd. announced plans to invest around US$ 19 million in the next three years to develop a new manufacturing unit. The company is aiming to add an annual capacity of 0.4 million through its third unit to double its revenue. 

  • April 2019 – Culligan International launched ClearLink Connect and Drinking Water Connect accessories. These new accessories can be connected to drinking water systems using a mobile app and a Wi-Fi. This allows consumers to regularly monitor economic as well as technical performance of drinking water systems.


An Infographic Representation of Water Purifier Market

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The water purifier market report offers an in-depth analysis of the global market by providing key factors including major market players, major applications and product categories. In addition, the study offers trends pertaining to this market and highlights major industry developments.

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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

By Region

  • North America (U.S. and Canada)

  • Europe (Germany, UK, France, Italy and Rest of Europe)

  • Asia Pacific (China, India, Japan, ASEAN and Rest of Asia Pacific)

  • Latin America (Brazil, Mexico, and Rest of Latin America)

  • Middle East& Africa (the Middle East and Africa)

Frequently Asked Questions

Fortune Business Insights says that this global market size was USD 25.71 billion in 2019 and is projected to reach USD 45.00 billion by 2027.

Growing at a CAGR of 7.2%, the market will exhibit significant growth in the forecast period (2020-2027).

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.

Asia Pacific held the highest market share in 2018.

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, Best Water Technology Group, Kent RO Systems Ltd., iSpring Water Systems LLC, Honeywell International Inc., General Electric Company, The 3M Company, and Eureka Forbes Ltd. among others.

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Water Purifier Market Size, Share and Global Industry Trend Forecast till 2026
  • Jun, 2020
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