Water Filters Market

Market Overview

The global water filters market size was valued at USD 9.60 billion in 2022. It is estimated to reach USD 16.45 billion by 2031, growing at a CAGR of 6.17% during the forecast period (2023–2031). The market is anticipated to be propelled by the surge in replacement or aftermarket sales and the increasing awareness among individuals regarding the advantages associated with water filters.

A water filter eliminates impurities by reducing water contamination via a physical barrier, chemical, or biological process. Filters purify water to varying degrees for various applications, including agricultural irrigation, public and private aquariums, accessible drinking water, and the safe use of reservoirs and swimming pools. Filters utilize sieving, adsorption, ion exchanges, biofilms, and other techniques to remove undesirable substances from water. In contrast to a sieve or screen, a filter may remove particles much smaller than the openings through which its water passes, such as nitrates or Cryptosporidium.

Notable examples of filtration methods include sedimentation, which separates hard and suspended particles from water, and activated charcoal treatment, in which boiled water is poured through a cloth to capture unwanted residuals. In addition, the use of apparatus to work on desalinization and water purification by transferring water into multiple-filtration tanks. This method is designed to filter water on a larger scale to supply entire cities.

Market Dynamics

Market Drivers

Rising Awareness of Waterborne Diseases

Viruses and bacteria, among other microorganisms, induce waterborne diseases through contaminated water. The inappropriate and inadequate management of water exposes individuals to various health risks. It is also estimated that over 830,000 people die annually from diarrhea due to unsafe water and other hygiene practices. The utilization of untreated water for the purpose of washing has the potential to result in the contraction of skin and infectious eye illnesses, such as trachoma, which can subsequently lead to vision impairment or even complete blindness in certain cases.

Additionally, the rising awareness of the potential adverse effects of drinking untreated water has considerably contributed to the global expansion of filtration systems. Thus, the knowledge of the different types of diseases has come to the forefront owing to rapid globalization over the past few years. Likewise, the government's efforts in creating public awareness of waterborne illness and access to filtered water systems for daily use have propelled the demand for water filtration systems. The Environmental Protection Agency (EPA) of the United States regulates the integrity of drinking water in public water systems and establishes maximum concentration levels for contaminants and water chemicals.

Potential in Aftermarket Sales

The replacement or aftermarket sales and the rising awareness among people regarding the benefits of water filters are expected to drive the market during the forecast period. Currently, market sales are confined to the replacement of filters. Therefore, there is a high opportunity for vendors to tap the aftermarket due to increased disposable income and consumer awareness of a healthy lifestyle.

Original Equipment Manufacturer (OEM) filters are more expensive and harder to find than aftermarket water filters, such as refrigerator water filters. The price range for these filters is between USD 5 and USD 20, depending on their size and performance. In addition, OEM filters generally cost around USD 25 and above, depending on the brand purchased. The aftermarket filter uses additional steps throughout the product life cycle to ensure OEM quality at OEM prices by eradicating OEM overpricing. Hence, the potential for aftermarket sales of water filters is expected to witness high demand during the forecast period.

Market Restraint

High-Quality Tap Water in Developed Economies

The presence of naturally occurring and municipally treated potable water presents a substantial challenge in the adoption of water filters and bottled water. The scenario exhibits greater specificity within the industrialized economies of Europe and North America, whereby stringent safety laws are in place to oversee and regulate water quality. The presence of tested and safe tap water acts as a deterrent for homes in acquiring filter systems with expensive replacement and maintenance expenses, hence impeding the expansion of the market.

Market Opportunities

Growth in Smart Water Filters

Market players in the water filter system market are developing new smart water filters, thereby creating opportunities for market growth. For instance, PUR is a key player in smart water filtration systems. The PUR Bluetooth Ultimate Faucet Filtration System is compatible with mobile devices via Bluetooth. It helps track water consumption and filter usage through a free downloadable application. With MAXION filter technology, the product is certified to lessen about 70 contaminants, including 99% of lead, 96% of mercury, and 92% of certain pesticides.

Established brands in water filtration systems like GE also compete in the segment through the GE Smart Whole House Water Filtration System. The smart filter system transmits alerts to the smartphone if there is a potential leak or running faucets. The smart water filter from TAPP Water is another major instance where remote monitoring has been prominent in the residential water filtration market. With advanced micro filtering, the activated carbon technology helps in effective filtering and is equipped with built-in Bluetooth technology.

Regional Analysis

Based on region, the global water filters market is bifurcated into North America, Europe, Asia-Pacific, Latin America, and the Middle East and Africa.

North America Dominates the Global Market

North America is the most significant global water filters market shareholder and is anticipated to exhibit a CAGR of 5.63% during the forecast period. Millions of Americans are susceptible to consuming water that exceeds Environmental Protection Agency standards (EPA). Individuals throughout the nation have recognized the pervasiveness of the potential hazard, thereby increasing the demand for water filtration systems. The small water systems in the region are highly prone to contamination owing to the lack of installation or maintenance of the latest water treatment technologies, especially in tier 2 and 3 cities. In addition, challenges are higher in rural areas and homes with wells. About 70 million people in the country are prone to health-based contamination, including haloacetic acid (HHA), trihalomethane (THM), lead, copper, arsenic, and other contaminants. Thus, the preference for water filter systems is expected to increase as the water systems contain excessive amounts of contaminants in the recent past across all 50 states.

Asia-Pacific is estimated to exhibit a CAGR of 7.85% over the forecast period. The Asia-Pacific region is expected to pose lucrative growth opportunities in potential secondary markets like Indonesia, Thailand, Malaysia, and Singapore, alongside major markets like China, Japan, and India. The rising groundwater depletion in countries like India can stimulate market demand in the price-sensitive nation. In addition, the high concentration of industries in Japan, China, and South Korea ultimately intensifies the risk of pollution and contamination of potable water sources. The high incidence of waterborne diseases such as typhoid is anticipated to drive the demand for water filtration systems over the forecast period. Approximately seven provinces in China are experiencing water shortages, making the water distribution issue a significant crisis. Likewise, approximately 80% of the nation's coal reserves are in water-scarce provinces, increasing the risk of contamination. As the nation continues on its industrialization path, the environmental costs are becoming more concerning, which can drive the adoption of water treatment systems, including water filters, during the forecast period.

Germany and the United Kingdom were estimated to be the largest markets in the European region, with Italy, France, and Spain exhibiting high growth potential. Over 70% of the studies in Europe have found the inclusion of microplastics in tap water. Chlorine is a widely used disinfectant most water supply companies utilize in European nations. This, in turn, requires the installation of water filters to remove the bad odor for drinking and cooking applications. In addition, Germany possesses abundant water resources; nonetheless, a mere 4% of the accessible water sources are exploited for potable purposes. The quality of drinking water in private homes depends on pipes, fittings, and the treatment process used. The usage of lead pipes to a certain level has also increased the cross-contamination in drinking water. The adoption of filters is essential in Germany to remove the chromium content in tap water. Thus, these factors will spur the growth of the water filters market in the region.

The major Middle East and African revenue generators were South Africa, Saudi Arabia, Turkey, and the UAE. In contrast, Nigeria, Morocco, and Egypt are the potential secondary markets for enhancement opportunities in the next five years. The high level of water scarcity, the incidence of waterborne illness, depleting groundwater levels, and contaminated water sources in rural regions encourage the adoption of filter systems in residences. In South Africa, online screening tests should encourage the adoption of water filters in the future, thereby ensuring safe, high-quality water consumption. The rise in waterborne diseases and preventive measures for health risks are driving the country's water filters market.

Segmental Analysis

The global water filters market is segmented by media type, application, distribution, and end-user.

Based on the media type, the global market is segmented into single and dual-stage, cartridges, and multimedia segments. 

The single and dual-stage segment owns the highest market share and is expected to exhibit a CAGR of 5.82% during the forecast period. Single-stage filtration delivers filtered water directly from the faucet. The faucet controller effortlessly turns the filtered water on/off to deliver filtered water for drinking and cooking applications. It is the process of removing undesirable chemicals, suspended solids, biological contaminants, and gases from water. The major goal is to produce water that is fit for specific consumption. The sediment filter removes sediments and other particulate matter, such as silt, rust, and dirt that could affect the taste and appearance of the water.

Dual-stage drinking water filters feature 1-micron sediment filters and a 1-micron carbon block filter mounted on a bracket; the filter eliminates sediment, sand, particles, chlorine, bad taste, and unwanted odors. They also have a carbon filter with activated carbon to eliminate chlorine and chloramines and condition the water before the reverse osmosis membrane. Dual-stage filters have two single-stage filters in sequence. These are bulkier and more expensive than single-stage filters. However, they are better in terms of removing contaminants than single-phase filters.

Based on application, the global market is divided into water dispensers, home water filtration, washing machines and refrigerators, water softening, and others. 

The water dispensers segment is the most significant contributor to the market and is estimated to exhibit a CAGR of 6.52% over the forecast period. A water dispenser is a machine that dispenses hot, cold, or temperature-controlled water with or without filtration. While bottled dispensers use replaceable plastic jugs, plumbed-in dispensers are attached to the main water supply and incorporate a filter system for purification. Although point-of-use (POU) systems are favored due to their environmentally beneficial features, end-user facilities can also choose between countertop, freestanding, wall-mounted, and under-the-sink versions. Commercial facilities are the greatest end-users of water dispensers, with the under-the-sink category seeing the most growth. In the residential segment, there is a growing demand for countertop water dispensers due to poor tap water quality during the forecast period.

Based on distribution, the global market is bifurcated into offline and online sales. 

The offline segment dominates the global market and is projected to grow at a CAGR of 5.95% over the forecast period. Offline sales are expected to grow significantly due to the high demand for experiencing and using the filters before making the final purchase. Departmental stores are retail stores that deliver products of several brands, all assorted into separate departments under the same roof. These stores offer a range of prices, from medium to high. In addition, water filters market players have many options to research and offer their products through this segment because of its larger consumer base. Since these stores offer multiple categories of products under one roof, it makes it convenient for customers to purchase everything needed in one go. Moreover, these stores are centrally located and attract huge footfall. Hence, this offers a great opportunity for water filter vendors to expand their revenue base.

Based on the end-user, the global market is divided into residential, commercial, and industrial segments. 

The residential segment is the largest revenue contributor to the market and is expected to exhibit a CAGR of 5.77% over the forecast period. The expanding residential sector growth in countries such as China, India, and Singapore is driving the demand for water and wastewater treatment systems. For residences, water filters provide clean and filtered drinking water. In addition, filters are used in appliances such as washing machines, water heaters, refrigerators, water dispensers, and others. Water filters help enhance the water quality and protect the appliances from corrosion and scaling. The type of water filter varies depending on requirements and water impurities.

Municipal water may have excessive hardness, causing spots on dishes and the walls of showers. The steps required for the solution may include filtering, softening, and disinfection. Filtration is usually used to eradicate chemicals and suspended matter. Water filters also help soften the hard water by eliminating metal and minerals that may cause clogs and stain showerheads.

Recent Developments

• July 2023-Hindustan Unilever Limited (HUL) proclaimed the introduction of the Pureit Revito Series of water purifiers. The water purifier conserves up to 70% of water and enriches purified water with minerals such as calcium and magnesium.
• June 2023- LifeStraw, a public health B Corporation with a mission to offer equitable access to safe drinking water, announced the introduction of its smallest and lightest water filter. The LifeStraw Peak Series Solitary Water Filter is compact and portable, weighing only 1.7 ounces and measuring 5.1 inches in length.