Water Purifier Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type (Faucet Mount, Under Sink, Counter Top, Others), By Technology (RO, UF, Media, Nanofiltration, Others), By Distribution Channel (Supermarkets/Hypermarkets, Multi-Branded Stores, Online, Others), By Region & Competition, 2020-2030F

Market Overview

The Global Water Purifier Market was valued at USD 46.33 Billion in 2024 and is expected to reach USD 65.96 Billion by 2030 with a CAGR of 6.12% during the forecast period. The increasing global population has placed significant pressure on existing water resources, with water distribution organizations facing growing challenges to ensure the supply of clean, safe water. Additionally, population growth has exacerbated stress on manufacturing industries, leading to severe water pollution. Urbanization and industrialization have significantly impacted water sources by introducing toxic chemicals and minerals. As a result, outbreaks of waterborne diseases such as diarrhoea, cholera, typhoid, and campylobacteriosis have become more prevalent, especially in developing regions in Asia, Latin America, and Africa. The World Health Organization (WHO) estimated that approximately 37.7 million Indians suffer from waterborne diseases each year, with 1.5 million children dying from diarrhea alone. Additionally, waterborne diseases result in the loss of 73 million working days annually.

Market Drivers

Increasing Water Contamination and Health Awareness

One of the key drivers of the water purifier market is the rising concern over water contamination and its health implications. With increasing industrialization, urbanization, and agricultural activities, water sources are becoming increasingly polluted with harmful chemicals, heavy metals, pesticides, and microorganisms. This contamination poses serious risks to human health, leading to an increase in waterborne diseases, such as cholera, typhoid, and dysentery. According to the United Nations, more than 80% of the world’s wastewater is released into the environment without being treated or reused, and in the poorest nations, this figure exceeds 95%. In the United States, wastewater treatment facilities process about 34 billion gallons of wastewater daily, removing harmful substances such as bacteria, phosphorus, nitrogen, heavy metals, and toxic chemicals before discharging the treated water into rivers and other water bodies. However, the Environmental Protection Agency (EPA) reports that outdated and overburdened systems still release over 850 billion gallons of untreated wastewater annually. As people become more aware of the potential dangers of consuming untreated or poorly treated water, the demand for water purifiers is growing. Purification technologies, such as reverse osmosis, UV filtration, and activated carbon, have gained popularity because they efficiently remove contaminants, ensuring the provision of clean and safe drinking water. In addition to the growing health awareness, more consumers are becoming mindful of the long-term benefits of purified water, which can improve overall health and prevent costly healthcare treatments caused by waterborne diseases. This driver is especially relevant in developing countries, where access to clean drinking water may still be limited. Water purifiers provide an affordable and accessible solution to mitigate the risks of consuming unsafe water.

Technological Advancements in Filtration Systems

Another major driver of the water purifier market is the continuous technological advancements in water purification systems. Over the years, there have been significant innovations in filtration technologies, improving their efficiency, affordability, and ease of use. Some of the most popular water purification methods include reverse osmosis (RO), ultraviolet (UV) sterilization, and activated carbon filtration. Technological improvements in these systems have led to better performance, offering more advanced filtration that can remove a wider range of contaminants. For instance, the latest reverse osmosis systems now include multi-stage filters that remove not only large particles and sediments but also microscopic bacteria, viruses, and dissolved heavy metals like lead and arsenic. Similarly, UV purifiers have become more energy-efficient and capable of eliminating waterborne pathogens without the use of chemicals. These technological advancements have made water purifiers more effective in producing high-quality water. The integration of smart technologies into water purifiers has led to the development of smart water management systems, improving efficiency, convenience, and water quality. In October 2023, Urban Company introduced a new range of smart RO water purifiers under its sub-brand Native. These Native purifiers feature rapid reverse rinse technology and multi-micron filter surfaces, which extend filter life to two years, thereby lowering overall ownership costs for consumers. Additionally, the M2 version of the RO purifier includes an IoT feature that allows users to monitor real-time TDS levels, water consumption, and filter status via the Urban Company app.

Growing Urbanization and Demand for Safe Drinking Water

Urbanization is another significant driver behind the growth of the water purifier market. As more people migrate to urban areas in search of better economic opportunities, the demand for clean drinking water has risen sharply. Urban centers, especially in developing countries, often face challenges in ensuring that their water supply is both sufficient and safe for consumption. In many cities, the existing water infrastructure is outdated or inadequate to handle the demands of the growing population. In response to these challenges, consumers in urban areas are increasingly turning to water purifiers as a reliable solution to ensure the safety of their drinking water. Urban residents are often more exposed to environmental pollution, and water sources in cities are more likely to be contaminated by industrial waste, sewage, and other pollutants. As a result, the need for water purifiers in urban homes and offices is critical to ensure that the water people drink is free from harmful substances. Furthermore, urbanization brings increased awareness about health and wellness, which further fuels the demand for water purifiers. Consumers are now more conscious of the importance of clean water for overall well-being, leading them to seek solutions to filter out contaminants from their drinking water. In metropolitan areas, where people are more exposed to a variety of contaminants, water purifiers are increasingly seen as an essential household appliance, thereby driving market growth.    

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Key Market Challenges

High Initial Cost of Advanced Purifiers

One of the major challenges in the water purifier market is the high initial cost associated with advanced purification systems. Technologies such as reverse osmosis (RO) or UV filtration systems, while highly effective, often come with a significant upfront investment. These systems are complex and require sophisticated components, including membranes, filters, and electrical components for UV sterilization or pressure systems, making them more expensive than basic filtration methods like activated carbon filters. For many consumers, especially in low-income or developing regions, the high initial cost of these advanced purifiers can be a deterrent. While the long-term benefits of using such systems, such as better health and fewer waterborne diseases, are clear, the upfront financial burden can limit the adoption of these purifiers in price-sensitive markets. Furthermore, the ongoing costs of maintenance, including replacing filters and membranes, can add to the overall expense. This challenge is particularly pronounced in emerging economies, where access to clean water is a significant issue, but the population may lack the financial resources to invest in expensive water filtration systems. As a result, many consumers opt for cheaper, less effective alternatives, which do not provide the same level of purification. Addressing the affordability of water purifiers, either through lower-cost models or financing options, is critical to expanding the market and making safe drinking water accessible to a larger population.

Lack of Consumer Awareness and Education

Another challenge facing the water purifier market is the lack of consumer awareness and education regarding the importance of water purification and the available technologies. Many people are unaware of the potential risks associated with contaminated water and may not realize the significant health benefits of using water purifiers. In regions where waterborne diseases are prevalent, people often rely on traditional water treatment methods such as boiling or using untreated tap water, unaware of the long-term dangers posed by pollutants like heavy metals, chlorine, or microbial pathogens. Moreover, even in areas where people are aware of water contamination risks, they may lack knowledge about the different types of purifiers available, their features, and the most effective solutions for their specific needs. For example, some consumers may not understand the differences between reverse osmosis, UV, and activated carbon filtration systems, or the specific contaminants each method targets. This lack of knowledge can lead to confusion and result in consumers either choosing the wrong type of system for their needs or not purchasing any system at all. The water purifier market also faces challenges with misinformation, where consumers may be influenced by unverified claims about product efficacy. Many brands may overstate the effectiveness of their products or promote them as "universal" solutions, despite the fact that different water sources may require different filtration technologies. Therefore, educating consumers about water purification technologies, water contamination risks, and the health benefits of using water purifiers is essential for the continued growth and adoption of these products.

Key Market Trends

Increasing Demand for Smart Water Purifiers

One of the major trends in the water purifier market is the growing adoption of smart water purifiers. With advancements in technology, consumers are increasingly looking for water purification systems that not only purify water but also provide additional features to improve convenience and performance. Smart water purifiers come with internet connectivity, allowing users to monitor and control the purifier remotely via mobile apps. These devices can provide real-time data on water quality, filter life, and maintenance needs, alerting users when it's time to replace filters or conduct maintenance. This trend is driven by the increasing integration of the Internet of Things (IoT) in household appliances and the desire for more efficient, user-friendly solutions. Smart water purifiers often include sensors that monitor water quality, detect contaminants, and automatically adjust the filtration process to ensure optimal purification. These systems also help consumers make more informed decisions by giving them detailed insights into the water they are consuming. The demand for smart purifiers is particularly strong in urban areas, where consumers are tech-savvy and interested in products that offer convenience and enhanced performance. The integration of smart features is expected to continue growing, with companies investing in improving the connectivity, user interface, and artificial intelligence (AI) capabilities of water purifiers. As water quality concerns increase and consumers seek more personalized solutions, the trend towards smart water purifiers is likely to expand across global markets.

Use of Multi-Stage Filtration Systems

Another key trend in the water purifier market is the increasing popularity of multi-stage filtration systems. These systems incorporate various filtration technologies, such as reverse osmosis (RO), ultraviolet (UV) light, activated carbon, and sediment filters, to provide a more comprehensive solution for purifying water. Multi-stage purifiers are designed to address a wide range of contaminants, from large particles and sediments to harmful bacteria, viruses, chemicals, and heavy metals. The demand for multi-stage filtration systems is driven by consumers’ growing awareness of the potential dangers of water contamination, including pollutants like lead, pesticides, and chlorine, as well as microbial pathogens. Single-stage filtration methods, such as carbon filters, may not be effective against all types of contaminants, making multi-stage systems a more reliable and versatile option. These purifiers are especially popular in areas where water quality is highly variable or where the local water supply is heavily contaminated. Furthermore, multi-stage water purifiers offer the convenience of a single, integrated solution that provides better protection against a wide range of water quality issues. They are increasingly marketed as all-in-one systems that combine several types of filtration, offering consumers greater peace of mind. As concerns over water contamination continue to grow, and as people seek more comprehensive solutions, multi-stage filtration systems are expected to be a dominant trend in the water purifier market, particularly in both residential and commercial applications.   

Segmental Insights

Type Insights

The countertop segment was the dominant category in the water purifier market, driven by its convenience, ease of installation, and cost-effectiveness. Countertop water purifiers are designed to sit on kitchen counters, providing an accessible and user-friendly solution for households seeking clean and safe drinking water. These purifiers typically feature various filtration technologies, such as reverse osmosis (RO), activated carbon, and UV purification, making them effective in removing contaminants like bacteria, viruses, heavy metals, and chlorine. One of the primary reasons for the popularity of countertop water purifiers is their easy installation. Unlike under-sink models, which require plumbing adjustments, countertop purifiers can be plugged in and used right away. This makes them ideal for renters or individuals who may not want to make permanent changes to their kitchen infrastructure. Additionally, countertop purifiers offer flexibility in terms of portability, making it convenient for users to move them between different locations if necessary. They also typically require lower maintenance costs compared to more complex systems. As consumers increasingly prioritize health and safety in their drinking water, the demand for countertop water purifiers is expected to remain high, especially in urban areas where space constraints and convenience are key factors influencing purchasing decisions. 

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Regional Insights

North America was the dominant region in the water purifier market, driven by a combination of high consumer awareness, advanced technology adoption, and strong infrastructure. The United States and Canada, in particular, lead the way due to their advanced economies and focus on health and wellness. With increasing concerns over water contamination, consumers in North America are increasingly investing in water purifiers to ensure access to clean and safe drinking water. One of the key factors contributing to the dominance of North America in the water purifier market is the region’s stringent water quality regulations. In both the U.S. and Canada, government standards for water safety and quality are highly regulated, leading consumers to be more vigilant about ensuring the purity of their water supply. The rise in waterborne diseases and the presence of contaminants such as chlorine, heavy metals, and pesticides in some regions have further driven demand for reliable purification solutions. Additionally, North America has a well-established infrastructure for distributing water purifiers, with a wide variety of brands and product offerings available in the market. The region also benefits from higher disposable incomes, allowing consumers to invest in premium and advanced water purification systems, including smart and multi-stage filtration technologies. With growing awareness about the importance of clean drinking water, the North American water purifier market is expected to continue to dominate globally.

Recent Developments

• In 2023, A. O. Smith Corporation completed an all-cash acquisition of Water Tec, a water treatment company based in Tucson, Arizona. This acquisition strengthens A. O. Smith’s presence on the West Coast and supports its growth strategy in the North American market. A. O. Smith’s core values of quality and innovation are closely aligned with Water Tec's offerings, which include a wide range of successful, effective water treatment solutions.
• In 2024, Urban Company made a bold move into the RO water purifier market at the Startup Mahakumbh event in New Delhi. Contrary to expectations, the company, known for its home-services offerings, showcased its new product line water purifiers using reverse osmosis (RO) technology. With this launch, Urban Company entered India's rapidly growing USD 1 billion water purifier market, previously dominated by industry giants like Kent and Eureka Forbes.
• In 2024, Hindustan Unilever Ltd (HUL) is exploring the potential sale of its Pureit water purifier business. According to sources familiar with the matter, HUL has initiated exploratory discussions with several prospective buyers. While these negotiations are still in the early stages, no formal decision has been made regarding the sale of Pureit.

Key Market Players

• Coway Co., Ltd.
• Unilever PLC
• Eureka Forbes Limited
• Kent RO Systems Ltd.
• Amway Corporation
• Culligan International Company
• Best Water Technology
• Panasonic Corporation
• Whirlpool Corporation
• A. O. Smith Corporation

Report Scope:

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

·         Water Purifier Market, By Type:

o   Faucet Mount

o   Under Sink

o   Counter Top

o   Others      

·         Water Purifier Market, By Technology:

o   RO

o   UF

o   Media

o   Nanofiltration

o   Others

·         Water Purifier Market, By Distribution Channel:

o   Supermarkets/Hypermarkets

o   Multi-Branded Stores

o   Online

o   Others

·         Water Purifier Market, By Region:

o   North America

§  United States

§  Canada

§  Mexico

o   Europe

§  France

§  Germany

§  Spain

§  Italy

§  United Kingdom

o   Asia-Pacific

§  China

§  Japan

§  India

§  Vietnam

§  South Korea

o   Middle East & Africa

§  South Africa

§  Saudi Arabia

§  UAE

§  Turkey

§  Kuwait

§  Egypt

o   South America

§  Brazil

§  Argentina

§  Colombia

Competitive Landscape

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

Available Customizations:

Global 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).

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