POU water purifiers are the point-of-use water purifiers that consist of under-sink drinking water filters and reverse osmosis (RO) systems, fridge filters, shower filters, and small UV sterilizers. It is basically installed at a single water connection usually under the counter of the kitchen or washroom sink. Reverse osmosis (RO) systems and carbon faucet filters are some of the major examples of the POU water purifiers. These systems produce high-quality drinking water for the drinking application. RO system utilizes uses advanced hyper-filtration membrane that helps to remove 99% unwanted particles present in the water

The MENA POU water purifiers market was estimated to be valued more than US$ 430.0 million in terms of revenue in 2019 and is predicted to grow at a CAGR of 7.6% during the forecast period (2020 to 2027).


Increasing population base rate in the MENA region is expected to augment the market growth of the POU water purifiers. According to the Coherent Market Insights analysis, the total population of in MENA region is approximately 346 million and is expected to grow at the rate of 2% per annum. Moreover, increasing urbanization in the region has further accelerated the growth of the POU water purifiers in the region. Thus fueling the market growth of the POU water purifiers over the forecast period.

Market Opportunities

The GCC region has experienced the entry of various globally established water purifier brands which has increased competition in the market. Due to increased competition manufacturers are selling their product at a competitive price in order to sustain in the market. This has increased the sale of water purifiers in this region. Therefore, the declining price of the product is expected to augment the market growth.

Market Restraints

Low water availability in the MENA as half of the population of the world lives in a water-stressed condition. According to the Coherent Market Insights analysis, the total population is expected to grow from 355 million in 2013 to 500 million by 2025. This is expected to decrease per capita water availability is expected to decline considerably. Low water availability water is expected to limit the adoption of water purifiers in the rural market. This is expected to hinder the market growth.

Key Takeaways

On the basis of technology, reverse osmosis dominated the MENA POU water purifiers market in 2019 with around 40% of market share in terms of revenue, followed by media and ultra violet, respectively.

Market Trends

Shifting focus of consumers towards online shopping as consumers prefer online shopping for purchasing home appliances due to convenience. This is expected to fuel market growth over the forecast period. According to the Coherent Market Insights analysis, 66% of the consumers in MENA use the internet to do research on products and services and 11% of online shoppers prefer buying home appliances online.

Emerging carbon nanotube membrane POU water purifiers is a major trend in the region and this is expected to propel the market growth over the forecast period. These are very small hexagonal tubes that are produced by using a rolling sheet of grapheme. They offer a cost-effective solution for water purifiers as they are highly effective in removing pollutants from the water. Thus such emerging advanced technology is projected to fuel the market growth.

Competitive Section

Key players are operating in the MENA POU water purifiers market are Amway Global, Pentair Inc., Panasonic Corporation, Culligan International Inc., Philips Inc., Best Water Technology Group, Coway Co., Ltd., Brita GmBH, Katadyn Group, Haier Strauss Water Co. Ltd, Halo Source Inc., 3M Center, Ion Exchange India Limited, and Eureka Forbes Limited

Market Taxonomy

By Technology

  • Reverse Osmosis
  • Ultra Violet
  • Media

By Region

  • Saudi Arabia  
  • UAE
  • Turkey
  • Israel
  • Egypt
  • Algeria
  • Others


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