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Water Filtration - US

DateJan, 2006
Pages81
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Abstract:
 While concern with health and water quality spurs growth in the water filtration market, competition from bottled water and residential systems installed by professionals (not included within the scope of this report) carved into the consumer market. Continued trends towards healthy lifestyles and the concerns of aging adults will help maintain moderate growth.

This report addresses all the key issues affecting the water filtration market, such as the dominance of corporations, the variations in distribution between segments, and how increased interest in health and home improvement have impacted the market. Mintel’s original consumer research penetrates attitudes about the category and examines purchasing behavior by age, gender, ethnicity and income. A six-year trend analysis predicts future growth for the market, helping you form a long-term marketing strategy.

This report includes water purification and filtration devices that are used in the home and available to consumers through supermarkets, discount centers, mass merchandisers, hardware stores, home centers and specialized dealers. These filtration products are designed to purify tap water and remove contaminants as well as improving its appearance, taste and smell.

The products and devices covered in this report are primarily point-of-use systems or products. A limited number of point-of-entry products, notably water softener models that are available to consumers through major retail channels for residential use, are also included in this report.

This report contains US IRI InfoScan data.


Table of contents:
 Introduction and Abbreviations
Introduction
Other relevant reports
Definition
Point-of-use (POU)
Point-of-entry (POE)
Abbreviations and terms
Abbreviations
Terms

Executive Summary
The water filter market experiences limited growth
Water quality the main driver for the market
Plumbed-in systems make up majority of market
A few players dominate the water filter market
Advertising and promotion to consumers led by Brita and PUR
Hardware stores, home centers, and DIY stores lead retail
Four in ten respondents own a water filter
Bottled water consumers represent potential growth in the market
Specialized marketing efforts could reap benefits
Poor water quality may lead to increased sales
Forecast

Market Drivers
Water quality and associated health concerns
Water quality by city
Figure 1: Water quality, by city, 2001
Source water protection
Figure 2: Source water protection, by city, 2001
Current federal administration negative for water quality, positive for filter sales
Natural disasters positive for sales
Heath benefits associated with increasing water consumption
Figure 3: Incidence of overweight and obese americans aged 18+, 1994-2002
Population characteristics
Race/ethnicity
Figure 4: American households, by race/ethnicity, 2000-10
Income
Figure 5: Distribution of households, by income, 1999 and 2004
Income and home ownership
Figure 6: Home ownership, by household income, May 2004-May 2005
Income and remodeling
Figure 7: Recent remodeling, by household income, May 2004-May 2005
Parents and water filters
Figure 8: Presence of children in households, by age of householder, 2003
Competition from bottled water
Figure 9: Total U.S. retail sales of bottled water, at current and constant prices, 2000-05
Home ownership
Home ownership is rising
Figure 10: Percentage of U.S. households owning homes, 1999-2004
Home sales
Figure 11: Existing and new home sales and new housing starts (single-unit, privately owned homes), 1999-2005
Trends in kitchen remodeling
Figure 12: Spending for residential improvements on single-unit, owner-occupied properties, 1999-2005

Market Size and Trends
Figure 13: Total U.S. retail sales of water filtration/purification products, at current and constant prices, 2000-05
Figure 14: Graph: Total U.S. retail sales of water filtration/purification products, at current and constant prices*, 2000-05
Market trends

Market Segmentation
Overview
Figure 15: Sales of walter filtration and purification devices, segmented by type, 2003 and 2005
Figure 16: Graph: Sales of walter filtration and purification devices, segmented by type, 2005
Plumbed-in systems
Under sink
Water softeners
Pour-through/attachment systems
Pitchers
Countertop systems
Faucet attachments
Replacement filters
Refrigerator filters

Supply Structure
Overview
Figure 17: FDM sales of water purification devices*, by manufacturer and brand, 2003 and 2005
Figure 18: FDM sales of replacement filters, by manufacturer and brand, 2003 and 2005
Figure 19: FDM sales of water softeners*, by manufacturer and brand, 2003 and 2005
Company profiles
Clorox Company (Brita)
Procter & Gamble (PUR)
Clayton, Dubilier & Rice (Culligan)
Morton Salt
Cargill
Omni

Advertising and Promotion
Overview
Major companies and brands
The Clorox Company (Brita)
Procter & Gamble (PUR)
Culligan

Retail Distribution
Overview
Figure 20: U.S. retail sales of water filters and filtration devices, by channel, 2003 and 2005
Figure 21: Graph: U.S. retail sales of water filters and filtration devices, by channel, 2005
Home centers
Home Depot
Lowe’s
Hardware stores
Mass merchandisers
Figure 22: U.S. mass merchandiser* sales of water filtration/purification products, at current and constant prices, 2000-05
Other retail channels

The Consumer
Introduction
Sources of drinking water for the home
Figure 23: Type of drinking water used at home, by age, November 2005
Figure 24: Type of drinking water used at home, by household income, November 2005
Figure 25: Type of drinking water used at home, by race/ethnicity, November 2005
Figure 26: Type of drinking water used at home, by presence of children, November 2005
Figure 27: Type of drinking water used at home, by marital status, November 2005
Types of water filtration devices owned
Figure 28: Water filtration product ownership, by gender, November 2005
Figure 29: Water filtration product ownership, by age, November 2005
Figure 30: Water filtration product ownership, by household income, November 2005
Figure 31: Water filtration product ownership, by presence of children in household, November 2005
Figure 32: Water filtration product ownership, by marital status, November 2005
Figure 33: Water filtration product ownership, by rural vs. suburban vs. urban residential status, November 2005
Reasons for purchase of water filter
Figure 34: Water filtration products reason for purchase, by gender, November 2005
Figure 35: Water filtration products reason for purchase, by age, November 2005
Figure 36: Water filtration products reason for purchase, by household income, November 2005
Figure 37: Water filtration products reason for purchase, by census region, November 2005
Attitudes towards tap water among respondents who don’t own water filters
Figure 38: Attitudes towards tap water, by non-filter owners, by gender, November 2005
Figure 39: Attitudes towards tap water, by non-filter owners, by age, November 2005
Figure 40: Attitudes towards tap water, by non-filter owners, by household income, November 2005
Figure 41: Attitudes towards tap water, by non-filter owners, by presence of children in household, November 2005
Figure 42: Attitudes towards tap water, by non-filter owners, by marital status, November 2005
Figure 43: Attitudes towards tap water, by non-filter owners, by census region, November 2005
Conclusions

Future and Forecast
Future trends
Overview
The fight against fat should promote sales
Demographics
Race/ethnicity
Figure 44: American households, by race/ethnicity, 2005 and 2010
Aging nation to be more concerned with health
Figure 45: U.S. population, by age group, 2005 and 2010
Competition from bottled water
Figure 46: Total U.S. retail sales of water filtration/purification products, at current and constant prices, 2005-10
Market forecast
Water filtration and purification products
Figure 47: Forecast of total U.S. sales of water filtration and purification products, at current and constant prices, 2005-10
Figure 48: Forecast of total U.S. sales of water filtration and purification products, at current and constant prices*, 2005-10
Forecast factors

Appendix: Trade Associations

Appendix: Research Methodology
Consumer Research
Datascension, Inc. and Harris Interactive Service Bureau
Greenfield Online
ICR Surveys EXCEL
Simmons National Consumer Surveys
Technometrica TechnoExpresssm
Trade Research
Informal trade research
Formal trade research
Desk & Internet Research
Sources
Definitions
Forecasts

Appendix: What is Mintel?
Mintel Group
Mintel Reports
Mintel Premier
Mintel GNPD
Mintel Menu Insights
Mintel Comperemedia
Mintel Custom Solutions




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