Shift from Bottled Water Boosts Demand for Filtration Systems

Between concerns over the environment, disputes about the chemical bisphenol A (BHA), and budgetary constraints, bottled water is no longer flying off the shelves of local retailers. After experiencing years of growth, the bottled water industry retail sales tumbled at least 4.1% in 2008 (excluding sales at Wal-​Mart). But consumers are not convinced that it is safe to drink old-​fashioned tap water.

This state of affairs opens a market opportunity for vendors of water conditioning and filtering systems. Currently, consumers who use filtration/​softening/​conditioning systems at home are a small subset of those who purchase bottled water:

  • Consumers who purchase bottled water 75%
  • Consumers who use water filtration/​softening/​conditioning systems 20%

But at least one study indicates that water conditioning systems experienced 9.1% sales in 2008 and water filtration storage containers saw a 31% increase during the same time period. Water filtration systems range from simple counter top devices to under-​sink reverse osmosis systems. Why not talk to your local retailers about the best ways to educate consumers who want to learn more about which equipment they should buy to process clean water at home?

[Source: Facts, Figures and the Future, March 2009] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.