A water filter jug or pitcher removes impurities from the regular tap water in a short duration and make it fit for drinking, these jugs can then be used to store and refrigerate water. In addition, they help in improving the taste of drinking water.
The global water filter jug market is estimated to surpass US$ 883.0 million by the end of 2027 in terms of revenue, exhibiting a CAGR of 6.7% during the forecast period (2020 to 2027).
Increasing water pollution is driving the market growth of the water filter jug. Consuming tap water consisting of microbes such as viruses and bacteria can cause diseases such as cholera, diarrhea, typhoid, and polio among individuals. As per the WHO’s (World Health Organization) Drinking Water Stats published on June 14, 2019, around 485,000 diarrheal deaths per year across the globe are caused owing to consumption of contaminated drinking water. Owing to this rising issue, the need for consuming filtered tap water is being foreseen among health-conscious individuals. For instance, as per the UNICEF (United Nations Children’s Emergency Fund) & WHO Report on Drinking Water published on June 18, 2019, 1 in every 3 people across the globe lack access to safe drinking water. Also, as per the same source, around 50% of the global population is expected to live in water-stressed areas, especially across sub-Saharan Africa by 2025. Thus, the demand for water filter jugs is expected to propel across the globe in the coming years.
Surging demand for portable and compact water filtration equipment is expected to foster the market growth of water filter jug. The water filter jugs assist in the treatment of drinking water by removing contaminants such as pesticides, nitrates, and other metals. Thus, they perform similar operations as that of conventional water filters and are compact in size. For instance, the dimensions of the BRITA Marella XL water filter jug are 26.5 x 27.5 x 15.5 cm (W x H x D), which is far less as compared to other conventional filters and RO systems.
Among regions, Europe held dominant position in the global water filter jug market in 2020, accounting for 32.74% market share in terms of revenue, followed by North America.
Figure 1. Global Water Filter Jug Market Revenue Share (%), By Region, 2020
Timely replacement cycle for filters in water filter jugs is anticipated to hamper the target market growth. The water filter jugs comprise of filtering active medium and cartridge containing ion-exchange resins. During water filtration in these jugs, the pores of the cartridges get blocked depending upon their usage and the quality of water, this is why the cartridges are expected to be replaced timely. Also, the cost associated with the timely replacement of cartridges and filters increases the maintenance cost, thereby, hampering the demand for water filter jugs. This factor is expected to hinder the market growth.
Moreover, the time and cost associated with the storage of filter and cartridges in cold places adds up to the overall maintenance of water filter jugs. This factor is hindering the market growth of water filter jug.
|Base Year:||2020||Market Size in 2020:||US$ 580.0 Mn|
|Historical Data for:||2017 and 2018||Forecast Period:||2020 to 2027|
|Forecast Period 2020 to 2027 CAGR:||6.7%||2027 Value Projection:||US$ 883.0 Mn|
Aqua Optima, AQUAPHOR, Brita, BWT Holding GmBH, Mitsubishi Chemical Cleansui Corporation, Culligan, Dafi filters, Electrolux, KENT RO SYSTEMS LTD, Life Straw, Ningbo Qingqing Environmental Protection Electrical Co., Ltd., PHILIPS, PUR, Seychelle Water Filtration, and Sharp Corporation.
|Restraints & Challenges:||
Water filter jugs of varied sizes and features are developed by key players to enhance their storage capacity for accommodating more water. For example, in June 2019, one of the prominent household and water filter manufacturer named AQUAPHOR Corporation launched 2 water filter jugs named RO-202S and 101S Morion. These jugs have an innovative storage tank that provides fast filling along with low drain-water loss.
Figure 2. Global Water Filter Jug Market – Opportunity Analysis
On the basis of capacity, in 2020, the 2L-3L segment accounted for 45.70% of the revenue share. 2L-3L segment dominated in the overall water filter jug market in the year 2020 and is expected to continue its dominance over the forecast period, owing to the wide availability of these jugs. Also, portability and affordability offered by these jugs is further expected to support the segment growth. These jugs can be used in place of plastic bottles stored in refrigerator, hence offer multiple uses. These traits in the 2L-3L water filter jug makes it easy for the users to carry and move them from one place to another.
Figure 3. Global Water Filter Jug Market Revenue Share (%), By Capacity, 2020
Global Water Filter Jug Market - Impact of Coronavirus (Covid-19) Pandemic
The outbreak of COVID – 19 pandemic has caused ups and downs in various industries resulting in uncertainties in business space. This has brought several kind of changes in market conditions even in global water filter jugs market. Several governments across the globe have imposed nationwide lockdowns to limit the spread of the virus, which resulted in the shutting down of businesses and ceasing of several economic activities. According to the International Monetary Fund’s World Economic Outlook Update in June 2020, the global economy grew by 4.9% in 2020, which is worse than the 2008-09 financial crisis. Also, the trade restrictions and stay-at-home orders issued by statutory governing bodies have disrupted the supply chain of water filter jugs.
Key players operating in the global water filter jug market include Aqua Optima, AQUAPHOR, Brita, BWT Holding GmBH, Mitsubishi Chemical Cleansui Corporation, Culligan, Dafi filters, Electrolux, KENT RO SYSTEMS LTD, Life Straw, Ningbo Qingqing Environmental Protection Electrical Co., Ltd., PHILIPS, PUR, Seychelle Water Filtration, and Sharp Corporation.
A water filter jug is used to remove impurities from regular tap water. Furthermore, the water filter jugs improve the taste of drinking water. Water filter jugs or pitchers are easy-to-use for purifying water, which can then be stored and refrigerated. These water filter jugs remove impurities and make them potable.
Increasing demand for portable water filtration equipment across the globe is anticipated to provide potential opportunities for water filter jug manufacturers. These jugs do not require any external power source for their operation. Moreover, they can be easily transported and stored, and thus, are termed as ‘Point-of-Use’ (POU) water treatment systems. Furthermore, these filter jugs are used in household applications. Thus, the adoption of such water filter jugs is gaining traction, especially in emerging countries of regions such as Africa, and also while performing outdoor activities such as camping, trekking, and hiking.
Major players operating in the water filter jug market are adopting various strategies. For instance, in May 2018, AquaBliss, one of the U.S. based water filter and shower filter manufacturer, launched its 10-cup water filter pitcher. The company had offered a 30 day money-back guarantee on the purchase of this product for a limited period of time.
Moreover, key players are focusing on various strategies such as acquisitions and mergers to boost their target market growth. For instance, in October, 2020, Strix Group Plc., one of the prominent manufacturers of kettle safety controls, acquired one of the prominent water filter jug manufacturer named LAICA S.p.A. This acquisition is expected to widen the global reach and product portfolio of Strix Group Plc.
Key features of the study:
“*” marked represents similar segmentation in other categories in the respective section.