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The Residential water-purifier Market size is forecast to increase by USD 13.43 billion, at a CAGR of 10.35% between 2023 and 2028. The increasing penetration of low-cost residential water-purifiers is notably driving market growth. Initially high-priced, these purifiers now penetrate urban, suburban, and rural markets, spurred by rising urbanization and the focus of vendors like Hindustan Unilever. Emerging regions see more brands entering the fray. Digital and social media play pivotal roles in marketing strategies, with platforms like Instagram, YouTube, Facebook, Twitter, and Pinterest used for promotion. Tutorials and demonstration videos enhance customer knowledge.
Public initiatives like the Consumer Awareness Programme (CAP) aid in educating consumers on water-quality issues. From RO filters to UV filters, activated carbon filters, and candle filters, diverse technologies address chlorine impurities, pathogens, metabolites, and industrial pollutants, ensuring safe drinking water amid water shortages and water pollution concerns.
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The multiple technology-based water-purifier segment is estimated to witness significant growth during the forecast period. Multiple technology-based water-purifiers incorporate multiple technologies to purify water and are very popular for household use. Multiple technology-based water-purifiers have integrated reverse osmosis (RO), UV, microfiltration (MF), and ultrafiltration (UF) technologies. During re-purification, the passage of water through an RO membrane of a multiple technology-based water-purifier eliminates contaminants.
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The multiple technology-based water-purifier was the largest segment and was valued at USD 5.95 billion in 2018. Further, several companies in the market are offering water-purifiers with multiple technologies induced in filters for improved water treatment compared with regular purifiers. For instance, under the brand Pureit, Unilever offers Pureit Advanced RO + MF, which has RO and MF technologies embedded in the purifier filter. MF technology is capable of eliminating micro-particles of chemical components in the water, such as pesticides, lead, mercury, and others. Such enhancements in residential water-purifiers are expected to increase their (especially premium products) demand among customers. Such residential water-purifier offerings by vendors are expected to propel the growth of multiple technology-based water-purifiers, which will drive the growth of the market during the forecast period.
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APAC is estimated to contribute 77% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional market trends and analysis, and drivers that shape the market during the forecast period. A major portion of the demand for residential water-purifiers comes from higher-population countries such as China and India. In India, the annual economic cost of water-borne diseases is estimated to be USD 600 million. Additionally, the growing incidence of waterborne diseases in APAC has made consumers conscious of their health and sanitation. This is compelling consumers of the middle-class population to adopt residential water-purifiers as a source of pure drinking water. The residential water-purifier market in APAC is also expected to witness significant growth in South Korea, Australia, New Zealand, Vietnam, and the Philippines. New product launches, increased marketing and promotion efforts, and expansion in distribution networks are some of the factors driving the growth of the residential water-purifier market in APAC.
In addition, while consumers in the low-income segment opt for gravity-based residential water-purifiers, high national income (HNI) consumers are investing in RO and UV water-purifiers. Panasonic started selling its central water-purifier for well water in Indonesia in April 2020. This device can remove iron and muddiness from pumped well water, and thus, the company will enhance the lives of Indonesian people by providing clean water for domestic use. Owing to such factors, the regional market is expected to witness growth during the forecast period.
The market caters to the need for clean and safe drinking water, addressing concerns such as rectal cancer and bladder cancer associated with contaminated water. With a focus on both the residential segment and the light commercial segment, water-purifiers employ various technologies, including gravity filters, reverse osmosis, and ultra-violet purification, to eliminate bacteria, viruses, and metal impurities. Innovations such as smart water-purifiers enhance the efficiency of purification processes, ensuring the removal of harmful viruses and pollutants. By providing pure drinking water, these systems contribute to overall health, supporting the body's optimum energy level, promoting skin health, aiding in weight loss, and boosting the overall immune system.
Additionally, water-purifiers improve the flavor and taste of water by removing chlorine and enhancing the presence of essential minerals. While offering benefits, these systems also entail maintenance costs related to piping and filter replacement, yet they remain indispensable in ensuring access to safe drinking water, even from sources like recycled water or desalination processes.
Increasing penetration of low-cost residential water purifiers is notably driving market growth. Residential water-purifiers that were initially introduced in the market were high-priced. This restricted their penetration among urban and suburban households in emerging markets. In addition, rising urbanization across the world is encouraging more local and international brands to penetrate emerging regions. Low-cost purifiers have also penetrated the rural market, particularly in India and China, where the rural population base is higher than the urban population. The focus of vendors such as Hindustan Unilever is solely on residential water purification solutions.
Moreover, companies such as KENT RO are targeting rural communities for a large-scale consumer base. Therefore, vendors such as KENT RO are expanding their business operations by offering low-cost residential water-purifiers. The availability of such low-cost residential water-purifiers will increase their demand in developing countries, which, in turn, will drive the market during the forecast period.
The adoption of digital and social media as part of marketing strategies is an emerging trend shaping market growth. Digital and social media platforms are utilized by vendors to increase their product visibility and promote their products. Some social media platforms that are used for marketing activities are Instagram, YouTube, Facebook, Twitter, and Pinterest. The publishing of different tutorials and demonstration videos on these platforms helps increase knowledge among customers about products. For instance, KENT RO runs promotional campaigns and advertisements in India with endorsements from actors.
Moreover, companies such as Haier Smart Home and KENT RO also use digital and social media platforms for advertising and marketing their products. They guide customers on how to install water filters purifier filters through video. Such videos guide customers and provide them with knowledge about the benefits of products. Therefore, the digital and social media promotions of residential water purifiers are expected to drive market growth and trends during the forecast period.
A low product replacement cycle is a significant challenge hindering market growth. The replacement cycle refers to the frequency at which household appliances, including water-purifiers, are replaced. The lifecycle of high-quality water-purifiers is high as they can endure long-term usage with minimum regular maintenance requirements. Therefore, the replacement cycle of these products is low. water-purifiers are considered a one-time expenditure by most consumers. Most branded products are durable and have a superior construction.
Hence, over the years, consumers only need to spend on minimal maintenance, such as replacing the filters. They do not need to replace the product completely frequently. Therefore, this eliminates the need to purchase new appliances frequently and hampers the sales of new products. Such factors will negatively impact the growth of the market during the forecast period.
The market research report includes the adoption lifecycle of the market research and growth, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the market analysis and report also include key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth and forecasting strategies.
Customer Landscape
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
Amway Corp. - The company offers residential water-purifiers such as eSpring UV water-purifier below counter model, eSpring UV water-purifier above counter model, and eSpring faucet diverter kit above counter.
The market forecasting report also includes detailed analyses of the competitive landscape of the market and information about 20 market companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The Residential water-purifier Market offers a variety of solutions to ensure safe and clean drinking water for households. From point-of-entry filter systems to point-of-use filter systems, consumers have options tailored to their needs. Ultra-violet and gravity-based purification processes are employed to eliminate bacteria, viruses, and metal impurities, safeguarding against harmful viruses and pollutants that may cause gastrointestinal diseases.
Companies like Lustral Water provide innovative smart water purifiers, utilizing advanced technologies to ensure water quality. Purified water not only eliminates chlorine and harmful substances but also promotes the body's optimum energy level, skin health, and dish flavor and even aids in weight loss and boosting the overall immune system.
Beyond health benefits, water-purifiers enhance water flavor and taste, improving the overall quality of dishes. With a focus on minerals preservation and piping maintenance, consumers can enjoy clean water without worrying about maintenance costs. As awareness of water quality grows, the residential water-purifier market continues to innovate, providing solutions that prioritize health and well-being.
The market report forecasts market growth by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2018 to 2028.
Residential water-purifier Market Scope |
|
Report Coverage |
Details |
Page number |
179 |
Base year |
2023 |
Historic period |
2018 - 2022 |
Forecast period |
2024-2028 |
Growth momentum & CAGR |
Accelerate at a CAGR of 10.35% |
Market Growth 2024-2028 |
USD 13.43 billion |
Market structure |
Fragmented |
YoY growth 2023-2024(%) |
9.49 |
Regional analysis |
APAC, Europe, North America, South America, and Middle East and Africa |
Performing market contribution |
APAC at 77% |
Key countries |
US, China, India, Japan, and Germany |
Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
Key companies profiled |
3M Co., Amway Corp., Aquafresh RO System, AQUAPHOR International OU, Berkshire Hathaway Inc., BRITA SE, BWT Holding GmbH, Coway Co. Ltd., Culligan International Co., General Electric Co., Haier Smart Home Co. Ltd., Helen of Troy Ltd., Honeywell International Inc., ispring water system LLC, KENT RO Systems Ltd., Koninklijke Philips N.V., LG Electronics Inc., Panasonic Holdings Corp., Pentair Plc, and Unilever PLC |
Market dynamics |
Parent market growth analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, Market condition analysis for the forecast period. |
Customization purview |
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