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CO_174520
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Pages: 150
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Dec 2017 | 1643 Views
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Author's :
Smriti Loomba & Debojyoti Das
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Tables: 31
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Charts: 32
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The Africa Water Purifier Market was valued at $325 million in 2016, and is projected to reach at $760 million by 2023, growing at a CAGR of 12.9% from 2017 to 2023. Water purification is the method of eliminating undesirable and harmful chemicals, materials, and biological components from adulterated water. This is achieved by using different types of water purifiers which usually consist of combinations of high quality filters, alkaline filters, mineral filters, and UV systems that are capable of removing toxic substances, bacteria, viruses, chlorine, ions, heavy metals, micron particles, and other contaminants.
Rise in disposable income of people coupled with upsurge in incidence of waterborne diseases drive the Africa water purifier market. Furthermore, rapid industrial development causing water pollution and increase in awareness among people are other factors that support market expansion. Moreover, emerging nations are anticipated to provide lucrative opportunities to market players owing to the large population and heavy industrial development causing large scale water pollution. However, growth in market for packaged drinking water is the major factor that restrains the Africa water purifier market. Further, lack of awareness for health and sanitation in rural areas represent low market penetration and pose challenges to the growth of the Africa water purifier market.
The African water purifier market is segmented based on technology, end user, distribution channel, and country. Based on technology, the market is classified into gravity purifier, UV purifier, UF purifier, and RO purifier. Based on end user, the market is segmented into commercial and residential. The market is divided based on distribution channel into retail, direct sale, and online. Based on region, it is analyzed across Equatorial Guinea, Mauritius, Nigeria, South Africa, Kenya, Tanzania, Uganda, and rest of Africa.
The water purifier market is segmented based on technology into UV, RO, UF, and gravity-based water purifiers. The right selection of water purifier primarily depends on several elements such as, water quality, pressure, and contamination. For instance, RO purifiers are generally deployed where water contains high level of total dissolved solids (TDS) ranging from 500 to 2,000 PPM. However, UV purifiers are very effective for water containing bacteria, virus, and other microorganisms, which could cause water-borne diseases. Gravity purifiers are effective for water containing low TDS.
Water purifiers for commercial purposes are designed for large-scale requirements of safe drinking water. These are characterized with unique designs, large capacity, efficient performance, and easy adaptability. Residential water purifiers segment has the largest market size due to its extensive usage among African households. Residential water purifiers are equipped with smart technology, sleek designs, and portable pitchers.
Retail stores mainly comprise various large and small retail stores such as super markets, specialist retailers, convenience stores, and hyper markets. It accounts for the largest share of the overall sales of RO, UV, UF, and gravity-based water purifiers. Retail stores is the most widely adopted channel of distribution in the African water purifier market. Moreover, several African players, namely Glacier, have adopted direct selling as their key strategy to establish a strong distributor base and inculcate word-of-mouth promotion. Further, online distribution in South Africa has shown robust growth over the years.
Households across Africa obtain water from a variety of sources, including household and community taps, rivers & lakes, wells, boreholes, rainwater, and water vendors for bottled and sachet water. Tap water is the most common source in urban areas as well as some rural areas. However, piped water supply is often broken, and therefore proper hygiene cannot be ensured due to leakage in systems. Moreover, people in undeveloped rural areas are forced to spend hours every day to find and transport water. To combat these issues several organizations such as The Water Project, Inc. have extended their support in building water projects and have raised awareness about problems related to consuming unhygienic water; thus, encouraging people to consume purified water and supporting the demand for water purifiers market in Africa.
Key leading players operating in the Africa Water Purifier market are Absolutely Water, African Water Purification, Aquamat SA (Pty) Ltd., Garden Route Water Consultants, Glacier, H2O International SA (Pty) Ltd., It's Only Natural, Pure SA, Pure-Pro Water Corporation, and Puritech.
Key Benefits for Stakeholders
The Africa water purifier market has witnessed significant growth during the past few years. Increase in level of disposable income of consumers, rise in awareness for health & wellness, and deterioration of water quality are some of the major factors that supplement the growth of this industry. Currently, South Africa is the highest revenue-generating country, owing to the huge population base and awareness regarding clean drinking water. Penetration rate of relatively lower priced products such as gravity water purifiers is higher in certain countries of Africa. However, these markets have witnessed increased adoption of high-end products and an increase in the number of international players in the past few years.
Companies operating in the market are introducing innovative water purifiers equipped with latest technologies to gain competitive advantage and attract more number of customers. Water purifiers available nowadays comprise advanced features such as built-in Wi-Fi systems, portable pitchers, smart & attractive designs, and 14-stage purification systems among others. Such high-end products are anticipated to witness greater adoption in future, owing to the rise in purchasing power and increase in health concerns. However, rise in consumption of packaged drinking water is amongst the major challenges for the growth of this industry.
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