Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Sales data for this report
- Consumer data for this report
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Market tops $2.4 billion, faster growth expected
- Oligopoly at FDM in POU
- Brita and PUR dominate consumer advertising
- Hardware/home center channel drives category growth
- The role of retail in the purchase decision
- Taste is cost-of-entry, health important as well
- Water is a local issue
- Consumer education central to future growth
- Bottled water backlash is an opportunity for the water filtration market
- Fast Forward Trends
- Trend: Decline of Deference
- Back to the tap
- A return to price consciousness
- Beyond security--the feeling of control
- Trend: Re-birth of cities
- My city, my water
- Unifying Power of Pride
- Market Drivers
- Overview
- Figure 1: Factors with the greatest impact on water filtration product
ownership, November 2007
- Figure 2: Reason for buying a water filtration product, November 2007
- Figure 3: Reason for buying a water filtration product, by age, November
2007
- Quality of tap water
- Figure 4: Contaminants found by local water companies, by state, 2005
- Not all tap water is created equal
- Figure 5: Water filter ownership and attitudes about water, by region,
November 2007
- A little water education could go a long way
- Filtration gaining in the battle between bottle and tap
- Figure 6: Type of drinking water used at home, November 2007 vs.
November 2005.
- Competing with bottled water
- Convenience
- Taste and health
- Weight control
- Price
- Enhancements
- Kids
- Figure 7: Type of drinking water used at home, by presence of children,
November 2007
- As housing market slumps, DIY retailers suffer, but category holds strong
- Market Size and Segmentation
- Market size
- Figure 8: U.S. retail sales of water filtration products at current and
constant prices, 2002-07
- Market segmentation
- Overview
- Figure 9: U.S. retail sales of water filtration products, by segment,
2002-07
- Water filtration devices
- Under-sink
- Pitchers
- Countertop systems
- Faucet attachments
- Water softeners
- Replacement filters
- Refrigerator filters
- Supply Structure
- Overview
- Figure 10: FDM sales of water purification devices*, by manufacturer and
brand, 2006-07
- Figure 11: FDM sales of replacement filters, by manufacturer and brand,
2006-07
- Clorox Company (Brita)
- Figure 12: Brita disposable bathroom faucet filtration system
- Procter & Gamble (PUR)
- Figure 13: Pur flavor options faucet filtration system
- Clayton, Dubilier & Rice (Culligan)
- Morton Salt
- Cargill
- Omni
- General Electric
- Applica
- Advertising and Promotion
- Overview
- The Clorox Company (Brita)
- Figure 14: Television ad for Brita' s new "Feel what better water can do
for you" campaign, 2007
- Figure 15: Television ad for Brita' s previous campaign, 2006
- Procter & Gamble (PUR)
- Figure 16: Television ad for PUR Water Filters and Flavor Options, 2007
- Culligan
- Figure 17: Television ad for Culligan water systems, 2007
- Applica
- Figure 18: Television ad for Clear2O water filtration pitchers, 2007
- Retail Distribution
- Overview
- Hardware/home center channel drives category growth
- Figure 19: Share of total U.S. retail sales of water
filtration/purification products by retail channel, 52 Weeks ending July
15, 2007
- Figure 20: Total U.S. retail sales of water filtration/purification
products by retail channel, 2002-07
- Food/drug/mass (excluding Wal-Mart) lose share
- Figure 21: FDM sales of water filtration/purification products, by
segment, 2002-07
- Other retail channels
- Retail' s role in the purchase decision
- Figure 22: Considerations for most recent filter purchase, November 2007
- Differences by type of product owned
- Demographic differences in purchase process
- Gender
- Age
- Household income
- Figure 23: Considerations for most recent filter purchase, by household
income, November 2007
- Married households versus unmarried households
- Figure 24: Water filtration products, considerations for most recent
purchase, by marital status, November 2007
- The Consumer: Sources of Drinking Water for the Home
- Figure 25: Type of drinking water used at home, by race/ethnicity,
November 2007
- Figure 26: Type of drinking water used at home, by household income,
November 2007
- Figure 27: Type of drinking water used at home, by presence of children,
November 2007
- Figure 28: Type of drinking water used at home, by living arrangement,
November 2007
- Figure 29: Type of drinking water used at home, by education level,
November 2007
- The Consumer: Type of Water Filtration Devices Owned
- Figure 30: Water filtration product ownership, November 2007
- Figure 31: Water filtration product ownership, by household income,
November 2007
- Figure 32: Water filtration product ownership, by presence of children
and marital status, November 2007
- The Consumer: Reasons for not Purchasing
- Figure 33: Reasons for not purchasing water filtration products,
November 2007
- Figure 34: Reasons for not purchasing water filtration products, by age,
November 2007
- Future and Forecast
- Future trends
- Satisfaction with tap water to decline
- Figure 35: Water filtration product ownership, by age, November 2007
- Long-term impact of bottled water positive for sales
- Pitchers as gateway products
- Figure 36: Water filtration product ownership, by age, November 2007
- Greening of America will positively impact sales
- Figure 37: Water filtration product ownership and concern about the
environmental impact of bottled water, by level of education, November 2007
- Market forecast
- Water filtration market
- Figure 38: Forecast of total U.S. retail sales of Water Filtration
Products, at current and constant prices, 2007-2012
- Forecast factors
- Appendix: Trade Associations
|
Related Report
|
View Cart
