World Consumer Water Treatment Systems to 2017

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Date: 31-Jan-2014
No. of pages: 387
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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.

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.

Company Profiles

Profiles 37 global players such as Alticor, BRITA, Coway, Culligan, General Electric, Helen of Troy, Pentair and Unilever

Additional Information

This study examines the global market for consumer water treatment systems, primarily designed to decrease the amount of contaminants from water in households. Systems purchased by consumers for personal use outside of the home (e.g., for work or school) are also considered. Historical data (2002, 2007, and 2012) and forecasts for 2017 and 2022 are provided for sales of water treatment equipment at the aggregate level on a country-by-country basis, valued in millions of current US dollars, including inflation. Demand for consumer water treatment systems is provided in units and current dollars and is detailed by technology and product type. Thus, data are presented for water treatment systems by technology (conventional filtration, membranes, and other) and by type (point-of-entry water treatment systems, and countertop, under-sink, faucet-mounted, and flow-through point-of-use systems). Consumables, such as replacement filters and membranes, are also included. Excluded are refrigerator water filters because the systems are originally sold to equipment manufacturers and only the replacement units are sold to consumers.

The term “demand” refers to “apparent consumption,” and is defined as shipments (also referred to variously as “production,” “output,” or “supply”) plus imports, minus exports. It is used interchangeably with the terms “market,” “sales,” and “consumption.” Tabular details may not add to totals due to independent rounding. Ratios may be rounded for the sake of clarity. A potential source of statistical discrepancy in the historical series for sales is the conversion from national currencies to a common currency, in this case the US dollar. Every effort has been made to adjust compiled data to form a consistent pattern for comparing the various national water treatment markets.

World Consumer Water Treatment Systems to 2017

Table Of Contents

Introduction XIV

I.Executive Summary   1

II.Market Environment   4
General   4
World Economic Outlook   4
Recent Historical Trends   5
Macroeconomic Outlook   7
World Demographic Outlook  10
Population  11
Households  13
Urbanization Patterns  14
World Water Use  16
World Residential Building Construction Activity  18
New Housing Units  20
Housing Stock  22
Pricing Overview  25
Environmental & Regulatory Issues  27
Water Pollution  29
Regulations  30
Waterborne Diseases  34

III.Overview  36
General  36
Types  38
Point-of-Entry  41
Point-of-Use  44
Aftermarket Components  50
Technology  53
Conventional Filtration  56
Membrane Separation  61
Other  66

IV.North America  70
General  70
Consumer Water Treatment System Demand  72
United States  75
Canada  83
Mexico  91

V.Western Europe  99
General  99
Consumer Water Treatment System Demand 101
France 105
Germany 112
Italy 119
Netherlands 127
Spain 134
United Kingdom 142
Other Western Europe 149

VI.Asia/Pacific 157
General 157
Consumer Water Treatment System Demand 159
Australia 163
China 170
India 180
Japan 189
South Korea 197
Other Asia/Pacific 206

VII.Other Regions 214
Central & South America 214
General 214
Consumer Water Treatment System Demand 216
Brazil 219
Other Central & South America 227
Eastern Europe 233
General 233
Consumer Water Treatment System Demand 235
Poland 239
Russia 245
Other Eastern Europe 252
Africa/Mideast 259
General 259
Consumer Water Treatment System Demand 261
South Africa 265
Turkey 272
Other Africa/Mideast 279

VIII.Industry Structure 288
General 288
Industry Composition 289
Market Share 292
Competitive Strategies 297
Research & Development 299
Marketing 301
Distribution 303
Mergers & Acquisitions 305
Cooperative Agreements 308
Company Profiles 312
Access Business Group, see Alticor Alticor Incorporated 313
Amway, see Alticor Aquaignis Private, see Forbes and Waterlogic Aquaphor Corporation 315
BRITA GmbH 317
Brita LP, see Clorox ChungHo Nais Company Limited 319
Clorox Company 321
Cool Clear Water Group Proprietary, see Waterlogic Coway Company Limited 323
Culligan International Company 325
Danaher Corporation 327
Deng Yuan Industrial Company Limited 328
Eureka Forbes, see Forbes Europa Group 330
Forbes & Company Limited 331
Fresh Water Group Limited 333
FreshWater Filter Company Limited 334
General Electric Company 336
Geyser Company 339
Helen of Troy Limited 341
Hoken International Company Limitada 343
HYUNDAI Wacortec Company Limited 344
Kent RO Systems Limited 345
Laica SpA 347
LG Electronics Incorporated 348
Lorenzetti S.A. Indústrias Brasileiras Eletrometalúrgicas 349
MAVEA, see BRITA METTEM-Technologies CJSC 350
Mitsubishi Chemical Holdings Corporation 352
Ningbo Qinyuan Group Company Limited 353
Novaya Voda 355
Panasonic Corporation 357
Pentair Limited 359
Pentair Residential Filtration, see General Electric and Pentair Philips Lighting, see Royal Philips PUR Water Purification Products, see Helen of Troy Royal Philips NV 364
SHURflo, see Pentair Smith (AO) Corporation 366
Strauss Group Limited 368
Sure Aqua Corporation Proprietary Limited 370
SURE International LLC 371
3M Company 372
Toray Industries Incorporated 376
Ulfer Purificadores de Água 377
Unilever Group 378
Vestergaard Frandsen SA 380
Viqua, see Danaher
Waterlogic plc 382
Zhejiang Qinyuan Water Purifier ST, see Ningbo Qinyuan Group Additional Companies 385

List Of Tables

Section I -- Executive Summary
Summary Table   3

Section II -- Market Environment
1 World Gross Domestic Product by Region  10
2 World Population by Region  12
3 World Households by Region  14
4 World Urban Population by Region  15
5 World Nonagricultural Water Use by Region  18
6 World Residential Building Construction Expenditures by Region  20
7 World New Housing Units by Region  22
8 World Housing Stock by Region  25

Section III -- Overview
1 World Consumer Water Treatment System Demand by Region  37
2 World Consumer Water Treatment System Demand by Type  40
3 World Point-of-Entry Consumer Water Treatment System Demand by Region  43
4 World Point-of-Use Consumer Water Treatment System Demand by Region & Type  49
5 World Demand for Aftermarket Components for Consumer Water Treatment Systems by Region  52
6 World Consumer Water Treatment System Demand by Technology  55
7 World Conventional Filtration Consumer Water Treatment System Demand by Region  60
8 World Membrane Separation Consumer Water Treatment System Demand by Region  65
9 World Other Consumer Water Treatment System Demand by Region  68

Section IV -- North America
1 North America: Market Environment for Consumer Water Treatment Systems72
2 North America: Consumer Water Treatment System Demand by Type & Technology  74
3 United States: Market Environment for Consumer Water Treatment Systems  77
4 United States: Consumer Water Treatment System Demand by Type  80
5 United States: Consumer Water Treatment System Demand by Technology  82
6 Canada: Market Environment for Consumer Water Treatment Systems  85
7 Canada: Consumer Water Treatment System Demand by Type  88
8 Canada: Consumer Water Treatment System Demand by Technology  89
9 Mexico: Market Environment for Consumer Water Treatment Systems  93
10 Mexico: Consumer Water Treatment System Demand by Type  96
11 Mexico: Consumer Water Treatment System Demand by Technology  98

Section V -- Western Europe
1 Western Europe: Market Environment for Consumer Water Treatment Systems 101
2 Western Europe: Consumer Water Treatment System Demand by Type & Technology 104
3 France: Market Environment for Consumer Water Treatment Systems 107
4 France: Consumer Water Treatment System Demand by Type 109
5 France: Consumer Water Treatment System Demand by Technology 111
6 Germany: Market Environment for Consumer Water Treatment Systems 114
7 Germany: Consumer Water Treatment System Demand by Type 117
8 Germany: Consumer Water Treatment System Demand by Technology 118
9 Italy: Market Environment for Consumer Water Treatment Systems 121
10 Italy: Consumer Water Treatment System Demand by Type 124
11 Italy: Consumer Water Treatment System Demand by Technology 126
12 Netherlands: Market Environment for Consumer Water Treatment Systems 129
13 Netherlands: Consumer Water Treatment System Demand by Type 132
14 Netherlands: Consumer Water Treatment System Demand by Technology 133
15 Spain: Market Environment for Consumer Water Treatment Systems 136
16 Spain: Consumer Water Treatment System Demand by Type 139
17 Spain: Consumer Water Treatment System Demand by Technology 141
18 United Kingdom: Market Environment for Consumer Water Treatment Systems 143
19 United Kingdom: Consumer Water Treatment System Demand by Type 146
20 United Kingdom: Consumer Water Treatment System Demand by Technology 147
21 Other Western Europe: Market Environment for Consumer Water Treatment Systems 150
22 Other Western Europe: Consumer Water Treatment System Demand by Type 153
23 Other Western Europe: Consumer Water Treatment System Demand by Technology 155

Section VI -- Asia/Pacific
1 Asia/Pacific: Market Environment for Consumer Water Treatment Systems 159
2 Asia/Pacific: Consumer Water Treatment System Demand by Type & Technology 162
3 Australia: Market Environment for Consumer Water Treatment Systems 165
4 Australia: Consumer Water Treatment System Demand by Type 168
5 Australia: Consumer Water Treatment System Demand by Technology 169
6 China: Market Environment for Consumer Water Treatment Systems 172
7 China: Consumer Water Treatment System Demand by Type 176
8 China: Consumer Water Treatment System Demand by Technology 178
9 India: Market Environment for Consumer Water Treatment Systems 182
10 India: Consumer Water Treatment System Demand by Type 185
11 India: Consumer Water Treatment System Demand by Technology 187
12 Japan: Market Environment for Consumer Water Treatment Systems 191
13 Japan: Consumer Water Treatment System Demand by Type 194
14 Japan: Consumer Water Treatment System Demand by Technology 196
15 South Korea: Market Environment for Consumer Water Treatment Systems 199
16 South Korea: Consumer Water Treatment System Demand by Type 202
17 South Korea: Consumer Water Treatment System Demand by Technology 204
18 Other Asia/Pacific: Market Environment for Consumer Water Treatment Systems 208
19 Other Asia/Pacific: Consumer Water Treatment System Demand by Type 210
20 Other Asia/Pacific: Consumer Water Treatment System Demand by Technology 212

Section VII -- Other Regions
1 Central & South America: Market Environment for Consumer Water Treatment Systems 216
2 Central & South America: Consumer Water Treatment System Demand by Type & Technology 219
3 Brazil: Market Environment for Consumer Water Treatment Systems 221
4 Brazil: Consumer Water Treatment System Demand by Type 224
5 Brazil: Consumer Water Treatment System Demand by Technology 226
6 Other Central & South America: Market Environment for Consumer Water Treatment Systems 229
7 Other Central & South America: Consumer Water Treatment System Demand by Type 231
8 Other Central & South America: Consumer Water Treatment System Demand by Technology 233
9 Eastern Europe: Market Environment for Consumer Water Treatment Systems 235
10 Eastern Europe: Consumer Water Treatment System Demand by Type & Technology 238
11 Poland: Market Environment for Consumer Water Treatment Systems 241
12 Poland:  Consumer Water Treatment System Demand by Type 243
13 Poland: Consumer Water Treatment System Demand by Technology 244
14 Russia: Market Environment for Consumer Water Treatment Systems 247
15 Russia: Consumer Water Treatment System Demand by Type 250
16 Russia: Consumer Water Treatment System Demand by Technology 251
17 Other Eastern Europe: Market Environment for Consumer Water Treatment Systems 254
18 Other Eastern Europe: Consumer Water Treatment System Demand by Type 257
19 Other Eastern Europe: Consumer Water Treatment System Demand by Technology 258
20 Africa/Mideast: Market Environment for Consumer Water Treatment Systems 261
21 Africa/Mideast: Consumer Water Treatment System Demand by Type & Technology 264
22 South Africa: Market Environment for Consumer Water Treatment Systems 267
23 South Africa: Consumer Water Treatment System Demand by Type 270
24 South Africa: Consumer Water Treatment System Demand by Technology 271
25 Turkey: Market Environment for Consumer Water Treatment Systems 274
26 Turkey: Consumer Water Treatment System Demand by Type 277
27 Turkey: Consumer Water Treatment System Demand by Technology 278
28 Other Africa/Mideast: Market Environment for Consumer Water Treatment Systems 281
29 Other Africa/Mideast: Consumer Water Treatment System Demand by Type 284
30 Other Africa/Mideast: Consumer Water Treatment System Demand by Technology 286

Section VIII -- Industry Structure
1 Selected World Consumer Water Treatment  System Sales by Company, 2012 291
2 Selected Acquisitions & Divestitures 307
3 Selected Cooperative Agreements 310

List Of Charts

Section III -- Overview
1 World Consumer Water Treatment System Demand by Region, 2012  38
2 World Consumer Water Treatment System Demand by Type, 2002-2022  41
3 World Point-of-Entry Consumer Water Treatment System Demand by Region, 2012  44
4 World Point-of-Use Consumer Water Treatment System Demand by Region, 2012  50
5 World Demand for Aftermarket Components for Consumer Water Treatment Systems by Region, 2012  53
6 World Consumer Water Treatment System Demand by Technology, 2002-2022  55
7 World Conventional Filtration Consumer Water Treatment  System Demand by Region, 2012  61
8 World Membrane Separation Consumer Water Treatment System Demand by Region, 2012  66
9 World Other Consumer Water Treatment System Demand by Region, 2012  69

Section IV -- North America
1 North America:  Consumer Water Treatment System Demand by Country, 2012  75

Section V -- Western Europe
1 Western Europe:  Consumer Water Treatment System Demand by Country, 2012 105

Section VI -- Asia/Pacific
1 Asia/Pacific:  Consumer Water Treatment System Demand by Country, 2012 163

Section VII -- Other Regions
1 Eastern Europe:  Consumer Water Treatment System Demand by Country, 2012 239
2 Africa/Mideast:  Consumer Water Treatment System Demand by Country, 2012 265

Section VIII -- Industry Structure
1 World Consumer Water Treatment System Market Share, 2012 293

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