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2023

POU Water Purifier Market

POU Water Purifier Market Size, Share, Competitive Landscape and Trend Analysis Report by Type (Countertop Filters, Under the Counter Filters, Other), by Technology (UV, RO, UV and RO, Other), by End user (Household, Commercial), by Distribution Channel (B2B, B2C): Global Opportunity Analysis and Industry Forecast, 2022-2031

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Author's: Dhanraj Bharatrao Lomate | Roshan Deshmukh
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The global POU water purifier market size was valued at $22.6 billion in 2021 and is projected to reach $33.9 billion by 2031, growing at a CAGR of 4.1% from 2022 to 2031.

POU Water Purifier Market

The POU water purifier market is segmented into Type, Technology, End user, and Distribution Channel.

POU (point-of-use) water purifier is a type of water purification system that is designed to treat water at the point where it is consumed. There are diverse types of technologies used to remove or reduce the contaminants such as UV, RO, and UV+RO. which retains the quality of the water. POU water purifiers are installed at a single water connection typically under the counter of a kitchen or bathroom sink and on the countertop of residential & commercial spaces.

Water-borne diseases are caused owing to infections by bacteria & pathogens such as protozoa, bacteria, viruses, algae, parasitic worms, and other contaminants. The consumption of contaminated water leads to cause diseases such as diarrhea, typhoid, cholera, campylobacteriosis, malaria, lead poisoning, and others. These diseases are caused while drinking, showering, washing, or eating food contaminated by raw and untreated drinking water or surface water. According to the WHO, around 1.5 million humans suffer from different water-borne diseases per year. With the increase in awareness and availability of information on water-borne diseases, consumers are becoming more concerned about their health and inclining toward filtered water to minimize the risk of waterborne diseases. Moreover, the manufacturers and government are conducting water campaigns that are spreading awareness about surface water treatment and water filtration. With growing awareness about safe & clean drinking water, consumers are inclined toward the POU water purifier which is expected to propel the growth of the POU water purifier industry.

An increase in concerns toward health & well-being among the global population has led to the adoption of hygiene practices. This serves as a key factor that has contributed to the growth of the global POU water purifier market. Therefore, an increase in health consciousness and an upsurge in the incidence of waterborne diseases have fueled the demand for the POU water purifier market.

Waterborne diseases are caused due to presence of pathogenic microorganisms in water. According to the UN and the WHO, every 21 seconds approximately $3.5 million people die annually in developing countries due to waterborne diseases caused by drinking contaminated water. The situation in developing economies is worse owing to factors such as scarcity of fresh water, rise in pollution, and rapid surge in population. Thus, growth in the incidence of waterborne disease has significantly fueled the growth of POU water purifier industry.

Developing countries such as India and China in Asia-Pacific as well as underdeveloped regions of Africa are making significant investments in water purification infrastructure owing to the lack of drinking water. According to the World Water Assessment Programme, 80% of all industrial and municipal wastewater is released into the environment without any prior treatment, with detrimental effects on human health and ecosystems. This ratio is much higher in the least developed countries, where sanitation and wastewater treatment facilities are grossly lacking. The organizations such as WHO and UNICEF are increasingly addressing the water issue and the lack of wholesome drinking water by running awareness campaigns & provide financial support to water purification systems manufacturers. In addition, water filter producers in these areas are diversifying their product lines to capitalize on the market potential. Moreover, initiatives of private and government institutes to spread awareness about water purification is expected to fuel the POU water purifier market growth in the upcoming years.

One of the key factors driving the growth of the POU water purifier market is an increase in consumer awareness of water safety & quality as a result of the global spread of waterborne diseases. According to the World Health Organization, 3.1% of deaths are a result of unclean environments and poor water quality. The need for water filters is being driven by this aspect. An increase in environmental concerns is driving the demand for POU water purifiers. Pollution & contamination of water sources owing to industrial and human activities are a major concern in many regions which is expected to propel the demand for POU water purifiers. In addition, growth in awareness of the importance of water conservation is driving the demand for water purifiers that are more efficient in terms of water usage.

RO filters and UV filters are expensive compared to traditional purification systems. Further, a technically skilled workforce is required to achieve the optimal design and meet standard regulations, which increases the production cost of filters. The maintenance cost of POU water treatment systems depends upon filters and the technology required. Moreover, RO water purifier has higher maintenance costs than other water purifiers. After three to six months, carbon cartridges require replacement to maintain the water quality and high efficiency of the water filter. This increases the overall operational and maintenance cost of the POU RO water purifier. Therefore, the high cost of maintenance is expected to hamper the growth of the market.

E-commerce is gaining significant popularity and it is being used frequently to sell & buy products. The proliferation of smartphones and growth in the usage of social media attract POU water purifier manufacturers & advertising media companies to promote & spread awareness about their products on social media. A large number of consumers, especially, the youth population are present on social media platforms, including Facebook and Instagram, which are very popular among them. Thus, brands are using these platforms to build advertising campaigns for promotion and provide products through online platforms, including Amazon, Flipkart, and other e-commerce websites & applications. Moreover, POU water purifier companies are promoting their products through celebrity endorsement that encourages young consumers to buy newly launched water purifiers. This, in turn, drives the POU water purifier market demand.

The global POU water purifier market is segmented into type, technology, end user, distribution channel, and region. By type, the market is divided into countertop filters, under the counter filters, and others. As per technology, the market is divided into UV, RO, UV+RO, and others. Based on end user, the market is divided into household and commercial. By distribution channel, the market is divided into B2C and B2B. B2B segment is further divided into hypermarkets & supermarkets, specialty stores, and others. Region-wise, the market is analyzed across North America (U.S., Canada, and Mexico), Europe (Germany, France, Italy, Spain, UK, Russia, and rest of Europe), Asia-Pacific (China, Japan, India, South Korea, Australia, Thailand, Malaysia, Indonesia, and rest of Asia-Pacific), and LAMEA (Brazil, South Africa, Saudi Arabia, UAE, Turkey, Argentina, and rest of LAMEA).

POU Water Purifier Market by Type

On the basis of type, the countertop filter segment held the major POU water purifier market share owing to an increase in the adoption of countertop POU water filters by consumers in developing countries such as India, China, and Brazil. The POU water purifiers market is expanding as end users are increasingly concerned about clean & freshwater consumption. With the increase in awareness about waterborne diseases and water filtration among consumers, the demand for countertop filters is increasing day by day. There are different types of countertop filters are offered with various technologies such as RO, UV, UV+RO, and others. The countertop water filter has some advantages such as being cheaper as compared to the other types of water filters and no installation required for such types of filters.

POU Water Purifier Market by Technology

On the basis of technology, the RO segment holds more than 40.0% of the market share in 2021. RO technology is widely used in water purifiers to remove contaminants from unfiltered water. The water purifier industry has witnessed the entry of new players in the past few years owing to an increase in awareness about waterborne diseases among consumers. Growth of the RO water purifiers segment is fueled by factors such as innovative marketing techniques used by various companies and an increase in popularity among high-end customers owing to the high price of these products.

POU Water Purifier Market by End user

On the basis of end users, the household segment held the major share of the market in 2021 owing to an increase in the adoption of POU water purifiers by the household. This is due to the extensive usage of water purifiers among households. Rapid urbanization, poor quality of water supplied by municipalities, especially in the less developed economies, innovative marketing strategies used by companies, and a rise in the incidence of waterborne diseases have fueled the demand for POU water purifier market forecast.

POU Water Purifier Market by Distribution Channel

On the basis of distribution channel, the global POU water purifier market is categorized into B2B and B2C. The B2C segment led the market and accounted for 52.0% of the market share in 2021 and is expected to maintain its dominance during the forecast period.  In addition, since the bulk of products is bought in offline stores and brand preference is easier to acquire in rural areas of developing countries, the offline market is crucial for customers living there. As a result, these elements are promoting market expansion.

POU Water Purifier Market by Region

Region-wise, Asia-Pacific was the largest market in 2021 and had the highest market share of 32.0%. Asia-Pacific is the major market for POU water purifiers. Brand penetration is stronger in industrialized nations such as India and China. Furthermore, domestic home water purifier units are seen as a requirement in Asia-Pacific, especially in metros & big cities, owing to the rise in microbiological & chemical contamination in surface water supplies. Thus, the POU water filter market in the region is anticipated to be driven by a rise in awareness of the negative impacts of contaminated water as well as a decline in the availability of drinking water in the region.

The players in the POU water purifier market have adopted acquisition, business expansion, partnership, collaboration, and product launch as their key development strategies to increase profitability and improve their position in the POU water purifier market.

Some of the key players profiled in the POU water purifier market analysis include A.O. Smith Corporation, Ace Hygiene Products Pvt. Ltd., Amway Corp., Brondell Inc., BWT Holding GmbH, Crystaline Water Master Co., Ltd., Culligan International, EcoWater Systems LLC., Eureka Forbes Limited, Hindustan Unilever Limited, Katadyn Products Inc., Kent RO Systems Ltd., Koninklijke Philips N.V., Panasonic Corporation, and Pentair.

Key Benefits For Stakeholders

  • This report provides a quantitative analysis of the market segments, current trends, estimations, and dynamics of the POU water purifier market analysis from 2021 to 2031 to identify the prevailing POU water purifier market opportunities.
  • The market research is offered along with information related to key drivers, restraints, and opportunities.
  • Porter's five forces analysis highlights the potency of buyers and suppliers to enable stakeholders make profit-oriented business decisions and strengthen their supplier-buyer network.
  • In-depth analysis of the POU water purifier market segmentation assists in determining the prevailing market opportunities.
  • Major countries in each region are mapped according to their revenue contribution to the global market.
  • Market player positioning facilitates benchmarking and provides a clear understanding of the present position of the market players.
  • The report includes an analysis of the regional as well as global POU water purifier market trends, key players, market segments, application areas, and market growth strategies.

POU Water Purifier Market Report Highlights

Aspects Details
Market Size By 2031
Market Size By 2031

USD 33.9 billion

Growth Rate
Growth Rate

CAGR of 4.1%

Forecast period
Forecast period

2021 - 2031

Report Pages
Report Pages

320

POU Water Purifier Market By Type
By Type
  • Countertop Filters
  • Under the Counter Filters
  • Other
POU Water Purifier Market By Technology
By Technology
  • UV
  • RO
  • UV and RO
  • Other
POU Water Purifier Market By End user
By End user
  • Household
  • Commercial
POU Water Purifier Market By Distribution Channel
By Distribution Channel
  • B2B
  • B2C
    • Sub Type
      • Hypermarkets and Supermarkets
      • Specialty Stores
      • Others
POU Water Purifier Market By Region
By Region
  • North America  (U.S., Canada, Mexico)
  • Europe  (Germany, France, Italy, Spain, UK, Russia, Rest of Europe)
  • Asia-Pacific  (China, Japan, India, South Korea, Australia, Thailand, Malaysia, Indonesia, Rest of Asia-Pacific)
  • LAMEA  (Brazil, South Africa, Saudi Arabia, UAE, Argentina, Rest of Asia-Pacific)
Key Market Players
Key Market Players

A.O. Smith Corporation, Kent RO Systems Ltd., EcoWater Systems LLC., BWT Holding GmbH, Brondell Inc., Eureka Forbes Limited, Crystaline Water Master Co., Ltd., Panasonic Corporation, Pentair, Amway Corp., Hindustan Unilever Limited, Koninklijke Philips N.V., Culligan International, Ace Hygiene Products Pvt. Ltd., Katadyn Products Inc.

Analyst Review

According to the insights of CXOs of leading companies, the POU water purifier market holds a substantial scope for growth. The increase in demand for POU water purifiers owing to several factors, including a rise in health concerns, an increase in surface water contamination due to industrial waste, and other environmental factors is expected to propel the growth of the market. People are increasingly requesting water filtration systems owing to rise in consumer standards and increase in purchasing power, particularly in developing nations of Asia-Pacific and the Middle East. As a result, the market for POU water purifiers is expected to experience growth during the projected period owing to the rise in demand for clean drinking water and filtered water for home as well as commercial use. The high cost of installing POU water filters and maintenance is projected to be the major obstacle to the growth of the market during the forecast period.

Author Name(s) : Dhanraj Bharatrao Lomate | Roshan Deshmukh
Frequently Asked Questions?

The global POU water purifier market size was valued at $22,621.1 million in 2021 and is projected to reach $33,921.6 million by 2031, registering a CAGR of 4.1% from 2022 to 2031.

The global POU water purifier market is segmented into type, technology, end user, distribution channel, and region. By type, the market is divided into countertop filters, under the counter filters, and others. Depending on technology, the market is divided into UV, RO, UV+RO, and others. As per end user, the market is divided into household and commercial. According to distribution channel, the market is divided into B2B and B2C. B2C segment is further divided into hypermarkets & supermarkets, specialty stores, and others. Region wise, the market is analyzed across North America (U.S., Canada, and Mexico), Europe (Germany, France, Italy, Spain, UK, Russia, and rest of Europe), Asia-Pacific (China, Japan, India, South Korea, Australia, Thailand, Malaysia, Indonesia, and rest of Asia-Pacific), and LAMEA (Brazil, South Africa, Saudi Arabia, UAE, Turkey, Argentina, and rest of LAMEA).

Asia-Pacific is the largest regional market for POU water purifiers.

The major key players profiled in the POU water purifier market analysis include A.O. Smith Corporation, Ace Hygiene Products Pvt. Ltd., Amway Corp., Brondell Inc., BWT Holding GmbH, Crystaline Water Master Co., Ltd., Culligan International, EcoWater Systems LLC., Eureka Forbes Limited, Hindustan Unilever Limited, Katadyn Products Inc., Kent RO Systems Ltd., Koninklijke Philips N.V., Panasonic Corporation, and Pentair.

The global POU water purifier market report is available on request on the website of Allied Market Research.

The forecast period considered in the global POU water purifier market report is from 2022 to 2031. The report analyzes the market sizes from 2022 to 2031 along with the upcoming market trends and opportunities. The report also covers the key strategies adopted by the key players operating in the market.

The base year calculated in the POU water purifier Market report is 2021.

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POU Water Purifier Market

Global Opportunity Analysis and Industry Forecast, 2022-2031