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US demand to rise 4.9% annually through 2019
Demand in the US for consumer water and air treatment systems is expected to rise 4.9 percent annually to $2.4 billion in 2019. Growth will increase compared to the 2009-2014 period as the housing market and consumer spending activity continue to improve. In addition, rising home sales will support the market since many consumers purchase or upgrade water and air treatment systems when they move into a new home. The housing market recovery will be quite important for the sale of whole-house treatment systems, which are typically installed during construction or major renovations. The rapid growth in whole-house systems will benefit overall growth in value terms, since these systems are usually larger and more expensive than portable or point-of-use systems. Technological advances including systems that combine multiple treatment technologies and provide con-sumers with an indication of when filters need to be changed will also support value growth. Advances will be further aided by new single location systems that are better looking and easier to use.
POU & portable systems to retain lead over whole-house
Point-of-use (POU) water treatment and portable air treatment systems will continue to account for the larger share of value demand than whole-house counterparts. These items benefit from relatively low initial costs, user friendly operation, do-it-yourself installation in most cases, and the likelihood that consumers will have more than one such system in a single home. Demand for whole-house systems will rise more rapidly through 2019 in light of the ongoing new construction recovery and rising consumer interest in air and/or water treatment for the whole home.
Membranes, UV disinfection among fastest growing types
In the water treatment segment, conventional filtration is the most widely used technology, accounting for 50 percent of the total market in 2014. However, the most rapid increases through 2019 will be for more advanced treatment systems utilizing reverse osmosis and other membrane technologies, as well as for less widely used purification technologies such as ultraviolet disinfection. Conventional filtration and electrostatic treatment are the most widely used air treatment technologies, with 47 and 40 percent of sales in value terms in 2014, respectively. Both of these treatment technologies will also post above average gains through 2019, partly because they are the types used in the fast-growing whole-house treatment segment, but also because they are taking share from ionic air treatment systems, which are less efficient.
Expanding use, upgrades to drive consumables
The aftermarket plays an important role in the industry, with sales of consumables projected to rise 4.4 percent per year to $3.6 billion in 2019. Expanding system use will be the most important factor driving growth in consumables. However, upgrades to systems that use more ad-vanced, higher priced filters and membranes, such as carbon block cartridges, reverse osmosis and other membranes, HEPA filters, and electrostatic filters, will also support the market in value terms. In addition, demand will be aided by rising replacement rates due to the increasing incorporation of indicators on the treatment systems that show when the consumables need to be replaced. Preventing even more rapid increases will be the rising use of longer-life media and permanent filtration media.
Company Profiles
Profiles for 34 competitors in the US industry such as Clorox, Helen of Troy, Culligan International, Jardin & 3M
Additional Information
This study covers the US consumer market for treatment systems primarily designed to decrease the amount of contaminants (and to some extent minerals, in the case of water) from air and water in households. Systems purchased by consumers for personal use outside of the home (e.g., for work or school) are also considered. Consumables, such as replacement filters and membranes, and salt, are also included. Excluded are home air treatment systems that are classified simply as odor elimination products. In addition, automotive cabin air filters, and refrigerator air and water filters are excluded because these systems are originally sold to equipment manufacturers and only the replacement units are sold to consumers.
Historical data are provided for 2004, 2009, and 2014, with forecasts for 2019 and 2024. Demand for consumer water and air 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 (particle filtration, reverse osmosis, distillation, and other) and by type (pointof- entry water purification and water softeners, and under-sink, countertop, faucet-mounted, and flow-through point-of-use systems), and air treatment systems by technology (particle filtration, electrostatic treatment, and other) and by type (whole-house and portable). Regional water and air treatment system demand is also provided in dollars. Data covering demand for replacement filters, membranes, and salts in units and current dollars are also included. In addition, major industry participants are identified and profiled, and the key competitive variables are discussed. The entire study is framed within the consumer water and air treatment industry’s economic, technological, and market environments.