WATER FILTER JUG MARKET ANALYSIS

Market Challenges And Opportunities

Drivers

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 (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. Moreover, 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.

Market Restraints

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. Moreover, 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.