Vietnam Water Purifier Market By Type (Floor Standing, Under Sink, Counter Top, Faucet Mount, Others), By Technology (RO, UF, UV, Media, Others (Nanofiltration, etc.)), By Sales Channel (Retail, Distributor, Direct, Online, Others (Plumber, Contractor, etc.)), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

Vietnam Water Purifier Market was valued at USD 340.71 Million in 2024 and is expected to reach USD 641.02 Million by 2030 with a CAGR of 11.17% during the forecast period. The rapid urbanization and industrialization in Vietnam have significantly worsened water pollution, prompting people to seek reliable water purification solutions. The market offers various technology-based segments, including UV purifiers, RO purifiers, UF purifiers, and others, catering to the specific needs of consumers. For example, in November 2023, Viessmann Climate Solution, a leading German company focused on sustainable climate solutions and part of Carrier Global Corporation, launched its Vitopure range of water purifiers and filters in Vietnam. Vitopure addresses the growing demand for clean drinking and household water with advanced water treatment technology and thorough quality testing.

Key Market Drivers

Rising Awareness of Water Quality and Health Concerns

One of the primary drivers of the Vietnam water purifier market is the increasing awareness about water quality and its direct impact on health. As urbanization continues to accelerate, the quality of water in many areas has deteriorated due to industrialization, pollution, and inadequate infrastructure. Consumers are becoming more conscious of the contaminants present in tap water, such as bacteria, chemicals, and heavy metals, which can lead to various health issues like gastrointestinal diseases, skin problems, and long-term ailments. With health and wellness becoming more prioritized, particularly in urban areas, there is a growing demand for water purifiers that can ensure clean, safe drinking water. Public awareness campaigns, media coverage, and the rise in education levels have contributed to a shift in consumer attitudes toward water purification. Families are increasingly opting for advanced water purification systems that offer filtration, reverse osmosis, and UV purification, addressing the need for cleaner water. The demand for such products is not just limited to urban centers but is also gradually expanding into rural regions as more people become aware of the harmful effects of contaminated water.

Rapid Urbanization and Increasing Disposable Income

Vietnam's rapid urbanization, particularly in cities like Ho Chi Minh City and Hanoi, is a significant driver of the water purifier market. As more people move from rural areas to urban centers in search of better employment opportunities and living standards, there is a greater reliance on municipal water supplies, which often do not meet the quality standards necessary for safe consumption. Urbanization has led to increased demand for water treatment solutions that can ensure clean drinking water, as water quality in cities can be inconsistent and sometimes unsafe. As urban populations grow, so does the middle class, which brings about an increase in disposable income. With more purchasing power, consumers are increasingly willing to invest in water purifiers as part of their lifestyle upgrades. Additionally, with busy urban lives and more households with higher income levels, there is an increased preference for convenience-oriented products like advanced water purifiers that offer easy installation, low maintenance, and long-term reliability. This consumer behavior supports the demand for high-quality water filtration systems designed to meet the needs of urban dwellers who are concerned about water safety but also seek efficiency and convenience.

Government Initiatives and Infrastructure Development

Government initiatives and infrastructure development play a crucial role in the expansion of the Vietnam water purifier market. The Vietnamese government has been actively working towards improving water quality through various policies and programs aimed at providing safe drinking water to its citizens. These initiatives have raised awareness about the importance of clean water and the potential risks associated with contaminated water. Consequently, many households are becoming more inclined to invest in water purifiers to supplement government efforts and ensure a safer water supply. Additionally, the government is investing in modernizing water treatment infrastructure, particularly in urban areas where pollution is more prevalent. Government data reveals that poor water quality and insufficient sanitation result in approximately 9,000 deaths, 250,000 hospitalizations, and 200,000 cancer cases annually in Vietnam. The government, in collaboration with global institutions, is working to implement a water safety plan and enforce strict water quality standards, which is raising awareness and encouraging the use of water purifiers. For example, in February 2023, the World Bank issued a USD 50 million Emission Reduction-Linked Bond to attract private investment for a water purification project in Vietnam. This initiative aims to distribute water purifiers, reduce greenhouse gas emissions by replacing biomass-based boiling methods, and ensure the provision of safe, reliable drinking water. 

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Key Market Challenges

High Initial Cost of Advanced Water Purifiers

One of the major challenges in the Vietnam water purifier market is the high initial cost associated with advanced water purification systems. While water purifiers provide significant health benefits by ensuring clean and safe drinking water, many of the most effective systems—such as those that utilize reverse osmosis (RO) technology or multi-stage filtration—can be expensive. The cost of purchasing, installing, and maintaining these advanced systems may be prohibitive for a large portion of the population, especially in lower-income rural areas or among middle-class households in urban areas who may not yet be fully convinced of the necessity of such systems. Though prices for water purifiers have gradually decreased over time, the higher-end models still remain out of reach for many consumers. In addition to the initial cost of the unit, there are recurring expenses related to replacing filters and maintaining the system, which can further discourage potential buyers. This price barrier limits the market for premium purification solutions, especially among cost-conscious consumers. While many consumers may opt for cheaper, lower-end alternatives, these systems may not offer the same level of water quality assurance, potentially compromising health and safety.

Limited Consumer Awareness and Education

Another significant challenge in the Vietnam water purifier market is the limited consumer awareness and education regarding the importance of clean drinking water and the benefits of advanced water purification systems. While urbanization and rising health concerns are contributing to increased demand, many consumers especially in rural and semi-urban areas are still unaware of the potential risks associated with contaminated water or the wide range of water purifiers available in the market. In some regions, people still rely on traditional water sources, such as wells or boiled water, which they believe are sufficient for their needs. There is often a lack of understanding about the contaminants in water, including bacteria, viruses, heavy metals, and chemicals, which can lead to serious health issues. Consequently, these consumers may not consider investing in water purifiers, opting instead for basic or outdated methods of water treatment.

Key Market Trends

Growing Demand for Smart Water Purifiers

One of the key trends in the Vietnam water purifier market is the increasing demand for smart water purifiers. With the rise of the Internet of Things (IoT) and greater consumer interest in integrating technology into their daily lives, smart water purifiers are gaining popularity. These devices offer enhanced convenience, as they can be controlled remotely through mobile apps, providing real-time updates on filter status, water quality, and maintenance needs. Additionally, many smart water purifiers are designed with advanced features such as automatic filter replacement alerts, water consumption monitoring, and even water quality analytics. The appeal of smart water purifiers lies in their ability to provide users with constant updates on water safety and the performance of their system, offering a more reliable and proactive approach to water purification. As urban households become more tech-savvy, they are looking for appliances that not only improve their living standards but also offer ease of use and greater control. Robot Investment Corporation launched a range of Smart Alkaline iON Electrolyte Water Purifiers, utilizing advanced technology and features of the alkaline iON electrolyte market. The lineup includes iONsmart, iONprince, and iONqueen, three innovative purifiers designed to attract consumers and establish new trends in the country.

Preference for Multi-Stage and Reverse Osmosis (RO) Purification Systems

Another prominent trend in the Vietnam water purifier market is the growing preference for multi-stage and reverse osmosis (RO) purification systems. With concerns about waterborne diseases, pollution, and the increasing contamination of water sources due to industrialization and rapid urbanization, consumers are seeking water purifiers that offer more thorough filtration. Multi-stage and RO systems, which can remove a wide range of contaminants, such as heavy metals, bacteria, viruses, and chemicals, are becoming increasingly popular as they ensure higher water purity and safety. RO systems, in particular, are gaining traction due to their ability to provide high-quality purified water by passing water through a semipermeable membrane that removes impurities. These systems are highly effective in areas where water contamination levels are high, especially in urban centers with aging infrastructure and pollution issues. Consumers are willing to invest in these advanced purification systems to safeguard their health and ensure access to clean drinking water. As awareness of the dangers of untreated water grows, the demand for RO and multi-stage filtration systems is expected to increase, particularly among health-conscious urban dwellers and middle-income households.

Segmental Insights

Type Insights

The countertop water purifier segment was the dominant segment in the Vietnam water purifier market, driven by factors such as affordability, ease of installation, and convenience. Countertop models are particularly popular among urban households due to their simple installation process and space-efficient design, making them ideal for smaller kitchens where under-sink or built-in systems may not be suitable. These purifiers do not require any modifications to existing plumbing, making them a more accessible and cost-effective option for consumers. Additionally, countertop water purifiers are highly versatile, offering a range of filtration technologies, including reverse osmosis (RO), UV, and activated carbon filtration, which can address various water quality issues. As water contamination concerns rise in both urban and rural areas, countertop purifiers provide an effective solution for families seeking cleaner, safer drinking water. The affordability of countertop systems, compared to more expensive under-sink or whole-house filtration systems, makes them particularly attractive to middle-income households. With rising awareness of water quality and health concerns, the demand for these easy-to-use, cost-effective solutions continues to grow. As a result, the countertop water purifier segment remains the leading choice in Vietnam's rapidly expanding water purifier market. 

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Regional Insights

Northern Vietnam was the dominating segment in the country’s water purifier market, driven by several factors including rapid urbanization, rising pollution levels, and increasing health consciousness. Major cities in the north, such as Hanoi, are witnessing significant population growth, leading to a higher demand for clean and safe drinking water. As the urban population expands, the need for reliable water purification systems to address the issues of water contamination and inconsistent quality has become a top priority. In Northern Vietnam, water sources often face higher levels of pollution due to industrialization, agricultural runoff, and limited infrastructure. This has raised concerns over waterborne diseases and the safety of municipal water supplies, prompting consumers to invest in water purifiers to ensure better health and water quality. Additionally, as disposable incomes rise and consumers become more aware of the link between water quality and health, the demand for effective water purifiers has surged in this region. Furthermore, the presence of several local and international brands in the northern market has contributed to the competitive landscape, offering a wide range of products that cater to different consumer needs. With urbanization and increased disposable income, Northern Vietnam remains a key driver in the growth of the water purifier market.

Recent Developments

• In 2024, Amway Vietnam and the Central Committee of the Ho Chi Minh Communist Youth Union carry out community service projects that will aid those in southern Vietnam who are experiencing drought and water scarcity. Water tanks, water purifiers, and maps will be donated as part of this agreement. There are also plans to expand the initiative to more provinces and cities in the future.
• In 2023, Panasonic Manufacturing Malaysia Berhad (PMMA) has launched its first Reverse Osmosis Water Purifier (ROWP) in the Vietnam market. The Panasonic ROWP meets Japan Quality Standards, providing unparalleled water quality by eliminating 99.9% of bacteria. It features a durable RO cartridge that can last up to 24 months, and post-filters that add beneficial minerals to the water. The premium model also comes with a filter life indicator. The ROWP is available in three distinct models - Premium, Mid, and Standard - catering to different preferences and needs. This is PMMA's first ROWP, and the company plans to expand the product line to meet the needs and demand in various markets.
• In 2023, Viessmann, a German-based global leader in air and water solutions, has entered the Vietnamese market to address the pressing concerns of air and water pollution in the rapidly growing urban areas of Vietnam and Southeast Asia. Viessmann introduced its innovative water solutions, including the Vitopure water purifiers and Vitowell water heaters, which aim to enhance the quality of life for Vietnamese consumers by providing high-quality, efficient, and sustainable water treatment and heating technologies.

Key Market Players

• Karofi Group Joint Stock Company
• Kangaroo Group Joint Stock Company
• SUNHOUSE Vietnam Co., Ltd.
• A.O. Smith Vietnam Company Limited
• Carpa Vietnam Trade Joint Stock Company (Coway)
• Unilever Vietnam International Company Limited
• BMS Water Import Company Limited
• Long Thinh Import Export Company Limited (Tanano)
• Best Water Technology
• Du Pont Specialty Products Vietnam Company Limited

Report Scope:

In this report, the Vietnam Water Purifier Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Vietnam Water Purifier Market, By Type:

o   Floor Standing

o   Under Sink

o   Counter Top

o   Faucet Mount

o   Others

• Vietnam Water Purifier Market, By Technology:

o   RO

o   UF

o   UV

o   Media

o   Others

• Vietnam Water Purifier Market, By Sales Channel:

o   Retail

o   Distributor

o   Direct

o   Online

o   Others

• Vietnam Water Purifier Market, By Region:

o   Northern Vietnam

o   Southern Vietnam

o   Central Vietnam

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Vietnam Water Purifier Market.

Available Customizations:

Vietnam Water Purifier Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).