Water Purifiers Market Analysis APAC, Europe, North America, South America, Middle East and Africa - US, China, India, Japan, Germany - Size and Forecast 2024-2028

Water Purifiers Market Forecast 2024-2028

The Water Purifiers Market size is forecast to increase by USD 19.78 billion, at a CAGR of 9.73% between 2023 and 2028. The market is experiencing accelerated growth driven by several factors. These include the rising incidence of waterborne diseases, the expansion of online and omnichannel retailing within the market, and the increasing penetration of low-cost residential purifiers. The heightened awareness of water quality and the convenience of purchasing these purifiers through various channels contribute to the market's robust growth. As consumers seek effective solutions to ensure clean water access, the market continues to thrive, with online and omnichannel platforms playing a crucial role in meeting these evolving demands.

What will be the Size of the Market During the Forecast Period?

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Market Dynamic and Customer Landscape

The market is propelled by a rapidly developing economy, supported by government programs advocating for clean water access. With an increased population and growing awareness of waterborne illnesses, smart purifiers equipped with cutting-edge technology, such as multi-stage purification and user-friendly features, are gaining traction. These innovations, including flagship products like under-sink reverse osmosis water filters with smart sensors and Cloud apps, elevate living standards. However, challenges persist, such as varying purchasing power in emerging countries, limiting market development potential, and the need for continuous consumer education about waterborne diseases. Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.

Key Market Driver

The increasing penetration of low-cost residential water purifiers is notably driving market growth. High-end or smart filtration systems can pose a barrier to access for low-income households, particularly in developing economies like India. The advent of affordable purifier options is transforming the landscape, making safe drinking water more accessible, especially with the burgeoning middle class. Innovations in filtration materials and manufacturing processes lead to more efficient and cost-effective purifiers, offering basic yet effective purification at lower price points. Initially, high-priced residential purifiers limited penetration, but rising urbanization globally has spurred local and international brands to reach emerging regions.

Additionally, companies like Unilever and KENT focus on residential water purification, targeting both urban and rural markets with affordable solutions. The availability of low-cost purifiers, like AquaSure Designa, priced at USD 105, is expected to drive market growth in developing countries during the forecast period. Such factors are expected to drive the market growth during the forecast period.

Key Market Trends

Technological advancements in water purifier systems and design are an emerging trend shaping market growth. Prominent companies are intensifying their focus on technological advancements to stay competitive, with multi-stage purifier technology being a key driver of market growth. These advanced purifiers employ various technologies, such as RO+UV or RO+UV+UF filters, ensuring it is clean and free from contaminants. Nanotechnology is another innovation that eliminates microorganisms and particles using composite nanoparticles.

Moreover, RO technology, efficient in filtering out toxic substances like arsenic and fluoride, has gained significant traction in urban areas. Continuous improvements in RO purifier technology attract consumer spending. Vendors are expanding into developing markets, exemplified by LG's new purifier range launched in India, featuring innovative RO recovery plus filters and a 2-in-1 Care feature. Such technological advancements are expected to propel the market during the forecast period.

Major Market Challenge

The easy availability of packaged drinking water is a significant challenge hindering market growth. Packaged drinking water offers unparalleled convenience as it is readily available in various sizes and formats. Consumers might opt for the convenience of purchasing bottled water rather than investing in a water purifier, especially in regions where packaging is easily accessible. Many consumers believe that the stringent regulations and testing processes applied to bottled water ensure a reliable and contaminant-free product, potentially diminishing the perceived need for the home smart filtration system. 

Moreover, the rise in health consciousness, poor quality of tap water, and changing consumer lifestyles have increased the demand for packaged water. Most consumers residing in rural areas of developing countries in APAC and MEA prefer to use packaged ones. The demand for packaged drinking is growing in emerging economies. In addition, the availability of product variants such as flavoured and vitamin-rich water helps in bottled water demand growth. Thus, the easy availability will hinder the growth of the market during the forecast period.

Market Customer Landscape

The market forecasting report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.

 Customer Landscape

Who are the Major Market Companies?

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.

3M Co. - The company offers water purifier such as 3M smart drinking water purifier that uses impact technology to deliver bacteria free water without wasting a single drop of water.

The market research and growth report also includes detailed analyses of the competitive landscape of the market and information about 20 market companies, including:

• A. O. Smith Corp.
• Advent International Corp.
• AQUA RO WATER SOLUTIONS
• AquaSafe Water Solutions
• Aquatec Plus
• Axel Johnson Inc
• Blue Star Ltd.
• BRITA SE
• Culligan International Co.
• General Electric Co.
• Havells India Ltd.
• Helen of Troy Ltd.
• Honeywell International Inc.
• ispring water system LLC
• KENT RO Systems Ltd.
• LG Electronics Inc.
• Panasonic Holdings Corp.
• Tata Sons Pvt. Ltd.
• Unilever PLC

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.

What is the Largest-Growing Segment in the Market?

The market is driven by the need to monitor the amount of water used efficiently, prompting the development of advanced systems that adjust settings according to consumption patterns. Consumers are increasingly seeking visibility into their usage patterns to prevent waterborne diseases, particularly in regions with a rapidly developing economy. Government programs promoting clean water initiatives have spurred market growth, especially with the increased population becoming more aware of illnesses caused by contaminated water. Smart purifiers featuring cutting-edge technology like multi-stage purification technology are gaining popularity for their ease of use and ability to notify users about maintenance cycles. This trend is particularly evident in regions where living standards and purchasing power are rising, leading to a demand for feature-rich purifiers. Emerging countries show significant market development potential, with manufacturers introducing flagship products like the under-sink reverse osmosis water filter, capable of tracking water usage and quality through a Cloud app. Such systems utilize reverse osmosis filtration and smart sensors to control flow and pressure effectively, ensuring safe and clean drinking water for consumers.

Moreover, the residential segment is estimated to witness significant growth during the forecast period. Increasing awareness of waterborne diseases and contaminants in tap water has heightened health and safety concerns among residential consumers. These purifiers provide an effective solution to eliminate impurities and ensure access to clean and safe drinking water. A major portion of the demand for residential purifiers comes from higher-population countries such as China and India. 

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The residential segment was the largest and was valued at USD 16.31 billion in 2018. Continuous advancements in water purification technologies have resulted in more efficient and user-friendly residential purifiers. Innovations such as reverse osmosis, UV purification, and smart features enhance the appeal of these products, attracting tech-savvy consumers. For instance, Kent offers a range of these purifiers equipped with advanced purification technologies such as RO, UV, and UF. For example, the Kent Grand Plus features a multi-stage purification process to ensure safety. Thus, growing awareness about clean and safe drinking water, rapid urbanization, and increasing availability of technologically advanced purifiers will drive the growth of the market through the segment during the forecast period. 

Which are the Key Regions for the Market?

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APAC is estimated to contribute 72% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. Most of the demand comes from countries such as China and India. These countries have a higher population compared with other APAC countries such as Australia, Vietnam, Indonesia, and South Korea. The growing incidence of waterborne diseases in APAC is alerting people in these countries regarding water sanitization. As disposable income in emerging economies like India is increasing, the demand has also witnessed growth in the last five years. Vendors are concentrating on these countries due to the availability of greater growth potential. Some of the popular vendors in the region include KENT, Eureka Forbes Ltd., Panasonic, and Unilever.

Additionally, in bigger economies such as India, China, and Indonesia, the quality of drinking water is compromised due to the increase in urbanization and rapid industrialization. While consumers in the low-income segment opt for gravity-based residential purifiers, high national income (HNI) consumers are investing in RO and UV filtration systems. 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 enhances the lives of Indonesian people by providing clean for domestic use. Owing to such factors, the regional market is expected to witness growth during the forecast period.

Segment Overview

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. 

• End-user Outlook
  • Residential
  • Commercial

• Technology Outlook 
  • Reverse osmosis (RO)
  • Ultraviolet (UV)
  • Ultrafiltration (UF)
  • Gravity-based
  • Others

• Region Outlook 
  • North America
    • The U.S.
    • Canada
  • South America
    • Chile
    • Brazil
    • Argentina
  • Europe
    • U.K.
    • Germany
    • France
    • Rest of Europe
  • APAC
    • China
    • India
  • Middle East & Africa
    • Saudi Arabia
    • South Africa
    • Rest of the Middle East & Africa

Market Analyst Overview 

The market is driven by growing knowledge about illnesses caused by waterborne diseases, leading to increased demand for easy-to-use purifiers. These purifiers can monitor and adjust water settings, notify users about maintenance cycles, and track water usage and quality. They optimize filtering performance, control flow, and pressure, and transmit findings for better visibility into usage patterns. By enhancing skin health, reducing weight, and strengthening the body's immune system, these purifiers also improve water flavor and taste, enhancing cooking and dish flavors. As households increasingly prioritize clean water, modern technology-enabled water treatment solutions, such as reverse osmosis (RO) filtration and ultraviolet (UV) purifiers, are gaining traction. The market is expected to grow, particularly in emerging countries in Asia Pacific and the Middle East, driven by government programs promoting clean water and increased population.

Moreover, the market is witnessing a surge in demand for multi-stage purification technology that is easy to use and allows users to monitor the amount of water used. These feature-rich purifiers, including Cloud Water Filters and Cloud RO, utilize reverse osmosis filtration to ensure filter health and remove dangerous bacteria, viruses, and pollutants like Giardia and cryptosporidium that can cause gastrointestinal diseases. Additionally, they help eliminate chlorine, metabolites that may lead to rectal and bladder cancer, and other contaminants, providing pure drinking water. The market caters to residential and commercial customers, offering a range of products such as RO water purifiers, UV water purifiers, and activated carbon filters to address various health concerns and ensure access to safe drinking water.

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 9.73%
Market Growth 2024-2028	USD 19.78 billion
Market structure	Fragmented
YoY growth 2023-2024(%)	8.88
Regional analysis	APAC, Europe, North America, South America, and Middle East and Africa
Performing market contribution	APAC at 72%
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., A. O. Smith Corp., Advent International Corp., AQUA RO WATER SOLUTIONS, AquaSafe Water Solutions, Aquatec Plus, Axel Johnson Inc, Blue Star Ltd., BRITA SE, Culligan International Co., General Electric Co., Havells India Ltd., Helen of Troy Ltd., Honeywell International Inc., ispring water system LLC, KENT RO Systems Ltd., LG Electronics Inc., Panasonic Holdings Corp., Tata Sons Pvt. Ltd., and Unilever PLC
Market dynamics	Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and Market condition analysis for the forecast period.
Customization purview	If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized.

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What are the Key Data Covered in this Market Research Report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the market growth and forecasting between 2024 and 2028
• Precise estimation of the market  size and its contribution of the market in focus to the parent market
• Accurate predictions about upcoming market growth and trends and changes in consumer behaviour
• Growth of the market across APAC, Europe, North America, South America, and Middle East and Africa
• Thorough analysis of the market’s competitive landscape and detailed information about companies
• Comprehensive analysis of factors that will challenge the growth of market companies

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