POU Water Purifier Market Expected to Reach $33.9 Billion by 2031—Allied Market Research

According to a new report published by Allied Market Research, titled, “POU Water Purifier Market," The POU water purifier market size was valued at $22.6 billion in 2021, and is estimated to reach $33.9 billion by 2031, growing at a CAGR of 4.1% from 2022 to 2031.

The POU water purifiers are installed at a single water connection typically countertop or under the counter of the sink. This lower-capacity, smaller POU water purifier system filters water at the actual point where it is being used or consumed. POU water purifier purified water can be distributed to more than one outlet, and the low volume production (20-100 GPD) makes it best suited for light-use applications such as kitchens, bathrooms, hotels, and other household & commercial spaces. POU water purifiers come with different technologies which filter the water and remove the contaminants such as bacteria, pathogens, and chemicals.

Economic growth of developing countries as well as developed countries, is leading to the development of infrastructure and a rise in commercial building construction, which is expected to drive the POU water purifier industry in these countries.  Growth in concern about safe & contaminant-free water among the consumer is anticipated to drive the demand for POU water purifiers. POU water purifier market trends is expected to propel the growth of the market in the upcoming years. In addition, the rise in the adoption of water purifiers globally, owing to an increase in awareness about waterborne diseases and the adverse effect of contaminated water among the consumer is expected to fuel the growth of the POU water purifier industry.

Developing countries such as India and China in the 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 the WHO and UNICEF are increasingly addressing the water issue and the lack of wholesome drinking water by running awareness campaigns & financial support to businesses that provide water purifiers. 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.

Further, a rapid increase in the number of third-party distributors and online retailers in developing economies has enabled easier availability of POU water purifiers, as these distribution channels help to increase sales of water purifiers. Moreover, growth in urbanization is expected to boost the growth of the commercial sector, which, in turn, generates demand for POU water purifiers.

Manufacturers are modifying their marketing & branding approaches for their goods in order to boost sales in various nations. Manufacturers have implemented cutting-edge tactics to boost sales of POU water purifiers, including the introduction of new water purifiers with innovative technology & features. A common tactic used by manufacturers to draw in more consumers is the production of high-performance, energy-efficient, and value-added features in water purifiers. Collectively, all these strategies adopted by manufacturers drive the growth of the POU water purifier market.

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 the technology, the market is divided into UV, RO, UV+RO, and others. On the basis of end users, the market is divided into household and commercial. As per the distribution channel, the market is divided into B2B and B2C. 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).

Depending on the type, the countertop filter segment accounted for more than 52.2% of the market share, in terms of revenue, in 2021 as it is being widely used for household applications. Countertop filters come in various shapes & sizes depending on filter technology & end-use. It has multi-stage purification technology which includes carbon-based filter technology, UV technology, and others. There are different types of countertop filters offered by manufacturers, where countertop water filters are popular in Asian countries such as China and South Korea. the growing popularity of countertop filters is expected to propel the POU water purifier market demand.

By technology, the RO segment led the market and accounted for 40% of the global POU water purifier market share in 2021 and is expected to maintain its dominance during the forecast period. This owing to the fact that 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. Further, an increase in disposable income has fueled the adoption of RO water purifiers in the global market.

According to end user, the household segment led the market and accounted for 76.6% of the global POU water purifier market in 2021 and is expected to maintain its dominance during the forecast period. With the increase in awareness about the adverse effect of contaminated drinking water among consumers, the adoption of POU water purifiers for household use is increasing in developing countries such as India, China, and Brazil.

As per the distribution channel, the B2B segment led the market and accounted for 52.0% of the global POU water purifier market in 2021 and is expected to maintain its dominance during the forecast period. This is owing to the fact that consumers still prefer to purchase products offline rather than online, especially for high-value products such as water purifiers.  The B2B segment is further sub-segmented into hypermarkets and supermarkets, specialty stores, and others.

Region-wise, Asia-Pacific was the largest market in 2021 and had the highest market share of 3.0%. Companies operating in the Asia-pacific POU water purifier market are offering innovative products to sustain in the competitive market. This is likely to expand their business operations across different countries in this region and increase their customer base. Moreover, an increase in disposable income and economic stability are some of the major driving factors for the Asia-Pacific 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 findings of the study

• By type, the under the counter filters segment is projected to witness the highest CAGR of 4.5%, in revenue terms, during the forecast period.
• Depending on the technology, the UV+RO segment is projected to witness the highest CAGR of 4.6%, in revenue terms, during the forecast period.
• As per end user, the commercial segment is projected to witness the highest CAGR of 4.6%, in revenue terms, during the forecast period.
• Region wise, LAMEA is anticipated to witness the highest growth rate, registering a CAGR of 5.3% from 2022 to 2031.