November 25, 2015

Water Filtration_300

From the chemicals they use to the food they eat, today’s consumers are concerned about keeping things inside the home as healthy as possible, and this is especially true when it comes to their drinking water.

Everything from stories about well contamination, deficiencies in municipal water infrastructure, and other water-related issues have kept the topic of water purity front and center in consumers’ minds. In the past, this meant purchasing bottled water for the home and when on the go. And while sales of bottled water products continue to increase, more consumers are looking for other alternatives for pure water that don’t involve leaving behind a trail of plastic bottles.

According to the Fredonia Group (, demand for in-home water filtration systems is expected to steadily rise, gaining a share of 2.9 billion dollars by 2019, thanks to consumer concerns over water quality and safety.

Retailers can provide a solution to water concerns by offering a range of water filtration and purifications products. These products come in a variety of sizes, styles, and price points to fit any budget and skill level. Three main categories of filtration and purification products are:

Countertop/Refrigerator products: These are the easiest to use and are great for consumers who don’t want to permanently install a filtration system in their home. These items filter water using a gravity-fed process, and can be filled and placed in a refrigerator for later use. While initially less expensive than the following two categories, these products generally have short filter life, causing consumers to change out the filters on a more frequent basis, which can lead to good return sales for retailers.

Under-Sink and Faucet-Attached Installed Models: As their names imply, these models are installed either under the sink or are attached directly to the faucet to deliver on-demand water filtration. On-demand filtration is more sophisticated than the countertop versions, but the filters tend to last longer than those of their less complicated cousins. There are a few drawbacks, such as the need to install the unit and the higher up-front cost, but for long-term filtration requirements, the drawbacks are very minor.

Whole-Home Systems: these are the most expensive option and generally require professional installation, although more advanced DIYers could tackle the project. Whole-home systems attach to the incoming home water line and remove contaminants such as sediment and other particulate, but do not always purify the water for drinking, like products found in the other two categories do.

On-the-Go Filtration: Over the past couple years, more consumers are forgoing their disposable plastic water bottles in favor of their own personal water bottles that can be reused. The newest models include everything from filtration options to special inserts that allow the user to infuse the water with fruits or teas.

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