Global demand for consumer water treatment systems is projected to increase at an annual double-digit pace to over $14 billion in 2017.
Dallas, Texas (PRWEB) February 04, 2014
World demand to rise at double-digit annual rate
Global demand for consumer water treatment systems is projected to increase at an annual double-digit pace to over $14 billion in 2017. Ongoing economic improvement in several key geographic markets through 2017 will boost gains after the global recession of 2009 and subsequent slow recovery restrained home construction activity through 2012. In general, sales of home water treatment systems are driven by rising awareness of water contamination and the role that old plumbing plays in fouling water that was clean when it left a central treatment plant, coupled with consumer education about water treatment technologies and access to several types of systems. Even in regions with high-quality water, citizens purchase consumer water treatment systems to improve aesthetic issues such as the taste and smell of their water.
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Gains to be stimulated by switch from ingrained habits
Gains will continue to advance as people switch from habits that are deeply and often culturally ingrained. For instance, in many developing parts of the world with unreliable water quality, residents boil their water before drinking; while in a number of countries, residents buy drinking water in bottles, jugs, or large containers from an outside source. The consumer water treatment industry must still work to overcome skepticism about the performance of these systems in regions where products are loosely regulated, and uncertainty about the need for supplemental water treatment in less established markets.
BRIC countries among fastest growing markets
The countries expected to see the fastest growth include the BRIC (Brazil, Russia, India, and China) countries, and others such as Mexico and South Africa. These countries do not yet have established markets for consumer water treatment systems but benefit from increasing personal incomes, improving awareness of water pollution, and the ability to address the problem with water treatment equipment. In these countries, water resources are poor quality and often stressed, and public water treatment infrastructure is insufficient.
Combined, Japan, China, and the US — the three largest national markets for consumer water treatment systems — accounted for more than half of global sales of these products in 2012. Unlike China, the markets in Japan and the US are well established. Additionally, public water quality is high by global standards in most parts of the US and Japan. Rural residents, who are most likely to be using private, untreated water, are the biggest consumers of high-level water treatment systems, particularly point-of-entry models that treat all the water that comes into a home. Urban residents, who are generally on public water lines and receive pretreated water, more commonly purchase point-of-use systems that improve the taste or smell of water. or higher-value systems that remove contaminants regulated by public water authorities. Wealthier consumers have driven sales of multi-technology systems in recent years, including systems configured in free-standing, wallmounted, and countertop models that use conventional filters, reverse osmosis or other membranes, and ultraviolet light. A growing number of these higher-value systems also incorporate specialty features that heat or chill the water, and sometimes make ice or add flavors.
Profiles 37 global players such as Alticor, BRITA, Coway, Culligan, General Electric, Helen of Troy, Pentair and Unilever
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