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, 2024-2032

The U.S. water purifier market size was valued at USD 6.44 billion in 2023. The market is projected to grow from USD 6.82 billion in 2024 to USD 10.58 billion by 2032 at a CAGR of 5.6% during 2024-2032.

Water purifiers are used to remove impurities and contaminants from the water. They also improve the smell, visual appearance, and taste of the drinking water. Water purification systems have gained traction in the country due to higher spending capacity and awareness programs by agencies such as WHO and the U.S. EPA. The U.S. has primarily sourced water from lakes or rivers. However, the increasing pollution of these resources after the Industrial Revolution has obligated the use of treatment systems to safeguard the health of the residents. Filter media eliminates contaminants in the raw water and improves its quality.

The people in the U.S. are becoming more health-conscious and have taken up regular drinking habits to support the proper working of essential systems. The rising adoption of health apps helping regulate proper drinking habits is a testimony to this trend. As pure water offers multiple benefits, consumers have turned to water purifier manufacturers to set up purification systems in residential and commercial spaces to ensure a regular, clean supply.

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. As purification is a labor-intensive industry, the pandemic caused severe supply chain interruption. 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. This caused a capital crunch in the companies, affecting their growth potential. However, 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 water purifier offerings. This trend has pushed the market, which has been significantly affected during the past year.

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 (AI) 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 to identify the quality. 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. Water Purifier Market Growth Factors

Numerous Benefits of Water Purification Devices to Drive Growth of the Market

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 water purifiers reduce the risk of gastrointestinal diseases by 33%. Also, it helps in removing chlorine & chlorine byproducts and lowers 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 water purifiers play many vital roles, their 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 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 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, increasing demand for water purifiers.

RESTRAINING FACTORS

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. 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 water purifier. Therefore, the higher maintenance cost due to the necessary replacement of water filters represents a crucial challenge to market growth.

U.S. Water Purifier Market Segmentation Analysis

By Product Type Analysis

Point-of-Use Filters Held Lions Share in 2023 Owing to Comparative Advantages Provided by These Filters

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 finally consumed. Reverse osmosis point-of-use water filters are becoming popular due to their higher quality output and space-saving designs.

The point-of-entry systems segment is witnessing a considerable growth rate owing to rising consumer expenditure and health awareness in developing countries. These systems are fitted at the main line, where water enters the storage and is ideal for treating all household applications. 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.

By Category Analysis

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 2023, 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 alter taste. Moreover, the RO filters require timely filter media replacement, which increases the overall maintenance cost of these filters.

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.

By Application Analysis

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 led the market in 2023 and is anticipated to remain dominant during the forecast period. Compared with commercial buildings, household 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. Moreover, rapid urbanization in the country is expected to develop more need to purify water for household applications during the forecast period. Thus, with the increasing need for clean water, the U.S. water purifier market is projected to increase during the forecast period.

The commercial segment registered a significant growth rate owing to rapid urbanization in developing countries. Moreover, the rising service sector in emerging economies, including China, India, Brazil, and South Africa, is anticipated to boost the product demand for commercial applications.

By Distribution Channel Analysis

Offline Stores Segment to Lead Market Due to Surging Water Purifier Purchase from Offline 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 water purifiers from offline stores. Different purification technologies and designs are showcased in exhibitions, conferences, and water association events. 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 even 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.   

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 water purifiers through e-commerce websites. International players such as Pentair, Culligan, Brita, Panasonic, and 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 of water purifiers.

List of Key Companies in U.S. Water Purifier Market

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

Key players operating in the U.S. market are investing considerable amounts in establishing new water purification manufacturing plants. Most leading purification device manufacturers are developing new products and incorporating the latest purification and Internet of Things technologies to achieve a competitive edge. Prominent companies have also adopted mergers and acquisitions to extend their product offerings and geographical reach. Small and medium-scale companies are entering into distribution contracts with regional suppliers to excel in their revenues. Moreover, marketing through advertising campaigns and developing retail websites are some of the few sales strategies implemented by local players.  

List of Key Companies Profiles:

• A. O. Smith Corporation (U.S.)


• Brita LP (U.S.)


• Omnipure Filter Company (U.S.)


• Helen of Troy (U.S.)


• APEC Water Systems (U.S.)


• Instapure Brands, Inc. (U.S.)


• Crystal Quest (U.S.)


• Pentair PLC (U.S.)


• Paragon Water Systems, Inc. (U.S.)


• Apex Water Filters, Inc. (U.S.)


• Pure-Pro Water Corporation (U.S.)

KEY INDUSTRY DEVELOPMENTS:

• June 2022: A.O. Smith Corporation announced that it acquired Florida-based water treatment firm Atlantic Filter. The move is anticipated to enable the company to expand its capabilities in Florida and beyond.


• December 2021: Culligan and Waterlogic Group Holdings joined hands to develop sustainable purification, treatment, and water filtration services. With this collaboration, both companies combined their expertise to expand into new markets, including the U.S., and strengthen their existing distribution networks.


• September 2020: LARQ launched its innovative pitcher with UV light and plant-based filter. The company aims to provide safe drinking water to American consumers and reduce plastic pollution caused by using bottled water.

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.

Report Scope & Segmentation