Water Purifier Market: Scarcity of Potable Water and Geographical Penetration to Foster Growth Research states that, nearly 80% of illnesses in developing countries are because of poor quality water and sanitation conditions. Although there has been a rise in the number of people that have gained access to pure drinking water, inequalities still persist. This scarcity of potable drinking water has directed the way for innovations in the water purifier industry.

1. Water Purifier Market: Scarcity of Potable Water and Geographical Penetration to Foster
Growth
Research states that, nearly 80% of illnesses in developing countries are because of
poor quality water and sanitation conditions. Although there has been a rise in the
number of people that have gained access to pure drinking water, inequalities still
persist. This scarcity of potable drinking water has directed the way for innovations in
the water purifier industry.
The gamut of the market used to be 'urban-centric'; however, with continual efforts
from various governments and manufacturers to increase consumer awareness, the
water purifier industry is gradually seeping into rural markets. However, penetration is
still low, as rural consumers refrain from spending huge sums on water purifiers. This
factor may shrink the market’s growth, but also provides a vital entry point for
newcomers who may claw up the global market ladder by launching strategically-priced
products.
As water-related issues are gradually entering the league of grave environmental and
global concerns, the future demands the implementation of efficient water purifier
systems. Sensing this demand and gauging the innovations spawned in the water
purifier industry, Transparency Market Research conducted comprehensive research that
brings to the fore compelling insights about the evolution and structure of the water
purifier market.

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Evolutionary Timeline of the Water Purifier Market
Water filtration technology dates back to as far as 500 B.C. when cloth was used to
enhance water quality. Technology further progressed with the use of carbon filters and
the advent of water purification technologies that render seawater drinkable. The water
industry is gradually moving away from the conventional chlorination treatment
approach and adopting new technologies such as membrane filtration, ultraviolet
irradiation, and others.
Consumer preference is shifting towards simple water purification techniques and
devices with the development of technologies that offer utmost ease of use. Moreover,
in underdeveloped countries, consumers prefer water purification systems available at
cheap rates. Understanding consumer behavior and the varied water purification needs
in different geographical regions is the key to sustaining position in the water purifier
market. According to TMR’s study, the water purifier market will rise from its initial
valuation of ~ US$ 67 Bn in 2019 to reach the mark of ~ US$ 128 Bn by the end
of 2027.

3. Compelling Trends Reforming the Market
Increasing Adoption of Smart Water Purifiers
We live in a fast-paced world that demands the use of devices or systems offering real-
time alerts. When it comes to water purifiers, consumers are keen on enhancing
their smart home infrastructure with the use of connected water filters that offer water-
quality monitoring and alerts on daily water consumption. It won’t be too long since this
technology proliferates from residential to municipal settings. Manufacturers are
increasingly providing data to app platforms in water purification technology, sensing
the scope of expansion of this technology.
Compact Products are Here to Stay
With the rising crunch for land and soaring property prices, people are forced to live in
smaller spaces. Rural-urban migration has further added on to the prevailing issue of
land crunch. Consumers are looking for compact products that help them save space
and de-clutter at the same time. Banking on this trend, manufacturers are vying to
manufacture slimmer and compact products to help consumers in their fight for space.
For instance, Havells Water Purifiers has developed Havells Max, a compact water
purifier with flexible mounting.

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Winning Strategies to Expand Confines in the Market
Increasing Product Offerings in Developing and Underdeveloped Countries
Many developing countries such as India and China in Asia Pacific and underdeveloped
regions in Africa are investing heavily in water purification infrastructure in the lieu of
depleting drinking water resources. Organizations such as UNICEF and WHO are
aggressively fighting the plaguing issue of water crisis and unavailability of safe drinking
water by conducting awareness campaigns and funding water purifier companies.
Manufacturers are increasing their product offerings in these regions to reap massive
revenue benefits. They are providing cheap water filtration solutions, such as
'Cycloclean', developed by Japan’s Nippon Basic Company. This is a water purifying bike
specially designed for remote villages. In another such humanitarian effort, LifeStraw
Water Filters and Purifiers developed a small cigar-shaped tube that purifies water.
Capitalization on the Demand-Supply Gap

5. The rise in global population and the need for suitable water for operations in industries
such as construction, food and beverages, chemicals, oil and gas,
and petrochemicals have created a huge demand-supply gap. This is mainly due to the
scarcity of water and poorly managed water usage. These issues, leading to greater
investments in water purification products, have opened new avenues of growth for
water purifier manufacturers. Not only are they bolstering their production capacities
but also concentrating efforts on developing water purifiers for specific end-use industry
requirements. Ageing water infrastructure in developed countries has further
encouraged the proliferation of advanced water purifiers.
Sneak Peek into the Competition Landscape
The degree of competition in the global water purifier market is expected to remain
high during the forecast period, with players offering cost-effective technology and
prolonged services. There is the high threat of new entrants, as they are heavily
investing in research and development activities to enter the global market. The entry of
new players has increased the fragmentation of the market, thereby posing a challenge
to established players. Some of the prominent players functioning in the market are A.O.
Smith Corporation, Unilever, Coway Co., Ltd., Whirlpool, Eureka Forbes Limited, and
TATA.
With Asia Pacific being the most lucrative region for the market’s growth, players are
consolidating their position in this region to establish their base in the market. Apart
from this, providing customized products, business expansion through mergers and
acquisitions, and enhancement of distribution network remain key business strategies.
For instance, Whirlpool Corporation is expanding its distribution and production
capacity to enhance its geographical expansion. Further, Pureit partnered with
community-based water plants in India to establish its business in this region.

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Analysts’ Viewpoint
TMR analysts expect the water purifier market to grow at an astounding pace during the
forecast period, due to the worldwide crisis of freshwater. Developing and underdeveloped
regions are expected to be favorable for the market’s growth, thus offering a growth
opportunity for companies. The development of smart water purifiers will help players
penetrate urban markets, whereas, the production of inexpensive water filtration
technologies will help them consolidate their position in rural markets. Mergers and
acquisitions is a key business expansion strategy adopted by market players, as it helps
them target a large consumer pool. Furthermore, the development of compact products
will help partakers reap huge sums from the market. Manufacturers should understand the
specific water purification needs in different regions to expand their footprints in the
market. Overall, the future of the water purifier market shines bright with rising consumer
awareness and support from governments.
 According to Transparency Market Research’s latest market report on the water purifier
market for the period of 2019–2027 (wherein, the period from 2019 to 2027 is the forecast

7. period and 2018 is the base year), increasing global awareness about water safety and
quality is anticipated to bolster the demand for water purifiers.
 In the report, revenue generated by the water purifier market is given in terms of value and
volume throughout the forecast period.
Water Purifier Market: Increasing Global Awareness about Water Safety and
Quality
 Increasing consumer awareness regarding water safety and quality, owing to rising water-
borne diseases across the globe, is one of the prime factors responsible for the growth of
the water purifier market. Moreover, government initiatives through various campaigns, tie-
ups, etc., in many water-scarce countries are helping in increasing awareness regarding the
usage of safe drinking water. This, in turn, is anticipated to proliferate the growth of the
water purifier market.
 Additionally, scarce portable water resources, globally, is another motivating factor in the
increasing awareness of safe drinking water, which, in turn, is anticipated to drive the
demand for water purifiers.
 Furthermore, the increasing adoption of technology and product development to improve
the water quality is also anticipated to boost the demand for water purifiers. Manufacturers
are continuously working on higher technology adoption and continued product
development for water purification systems to ensure maximum elimination of impurities
from water.
Low Market Penetration of Water Purifiers in Rural Areas a Major Challenge
 A prime barrier in the global water purifier market is low market penetration in rural areas.
This is due to low awareness levels regarding the usage of safe drinking water. Rural
consumers are less aware of the importance of the water purifying and filtering process
employed to prevent water-borne diseases. Moreover, rural consumers prefer alternative
methods such as cloth straining, boiling, chlorinating, slow sand filtration, and ceramic
filters, which restricts the growth of the water purifier market.
 Additionally, addressing water-related issues across different geographies is another major
concern restraining the growth of the water purifier market. Total Dissolved Salts (TDS)
comprises inorganic salts such as calcium, magnesium, potassium, chlorides, and sulfates,
along with small amounts of organic matter that is dissolved in water. However, according
to WHO, TDS levels more than 1200 mg/liter is unfit for drinking. The total dissolved salts
(TDS) in water vary with different geographic conditions. Therefore, it becomes challenging
for companies to provide purified water based on the region, restraining the water purifier
market.
Water Purifier Market: Competition Landscape

8.  Detailed profiles of manufacturers of water purifiers have been provided in the report to
evaluate their financials, key product offerings, recent developments, and strategies in the
water purifier market.
Key players operating in the global water purifier market include
 A.O. Smith Corporation
 Aquatech, BWT Aktiengesellschaft
 Brita GmbH, Coway Co.
 Culligan International Company
 EcoWater Systems LLC.
 Eureka Forbes Limited
 Evoqua Water Technologies LLC
 GE Appliances
 Ion Exchange LLC
 Kaz USA, Inc.
 KENT RO Systems Limited
 Kinetico Inc.
 LG Electronics
 Mitsubishi Rayon Cleansui Co., Ltd.
 Panasonic Corporation
 Pentair Plc.
 Koninklijke Philips N.V.
 Tata Chemicals Ltd.
 Unilever N.V.
 Whirlpool Corporation.
Water Purifier Market: Key Developments
 Key manufacturers in the water purifier market such as A.O. Smith Corporation are focusing
on acquisitions for their business expansion. In line with this, the company, in April
2019, acquired a water treatment solutions provider - Water-Right, Inc., a Wisconsin-based
water treatment company. Similarly, the company, in September 2017, acquired Ohio-based
water filtration solution company - Hague Quality Water International.
Other Key Developments in the Water Purifier Market

9.  In January 2019, BWT AG partnered with Just a Drop, to provide clean and safe water to
people across the world. The company partnered with Just a Drop, and is digging a
borehole well in the village of Kasosa in Zambia, which will bring safe water to the 250
people living there.
 Brita GmbH focuses on geographical expansion through acquisitions. Toward this, the
company, in February 2019, acquired BV Aqua A/S, a Denmark-based company specialized
in providing water treatment solutions. After this acquisition, the company is expected to
serve BRITA B2B customers in the HORECA sector in Denmark, Sweden, and Norway.
 Kaz USA, Inc. is focused on product portfolio expansion. The company, in 2017, introduced
PUR 18-Cup Ultimate Dispenser with Lead Reduction, PUR Advanced Faucet Filtration
System, and PUR 11-Cup Ultimate Pitcher Filtration System with Lead Reduction.
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