; POU Water Purifier Market Size, Share, Trend, Forecast, 2034

POU Water Purifier Market

POU Water Purifier Market Size, Share, and Analysis, By Type (Countertop Filters, Under the Counter Filters, and Other), By Technology (UV, RO, UV and RO, and Other), By End-User (Household and Commercial), By Distribution Channel (B2B and B2C), and By Region (North America, Europe, Asia-Pacific, And Rest of the World) And Regional Forecast 2024-2034

Published on: Feb-2024
Report Code: FG RTL 01865
No. of Pages: 170-350
Report Format: PDF

POU Water Purifier Market is anticipated to exhibit a Compound Annual Growth Rate (CAGR) of 7.7% during the forecast span from 2024 to 2034. In 2023, the market size was assessed at USD 15.3 billion and is projected to reach USD 34.5 billion by the completion of 2034.

Product Overview

Point-of-Use (POU) water purifier refers to a compact and localized water treatment system which is intended for household or small-scale use. POU purifiers are located right at the location where water is consumed, such as a kitchen sink or water dispenser, as opposed to centralized water purifying systems. These devices effectively eliminate contaminants including bacteria, viruses, sediments, and chemicals, which ensures clean and safe drinking water on-demand. Additionally, common POU water purifier technologies include activated carbon filters, along with reverse osmosis and UV sterilization. These systems offer convenience, energy efficiency, and cost-effectiveness, thereby ensuring that the water delivered at the point of use adheres to quality standards. Consequently, this targeted approach improves water quality for specific consumption points and efficiently address individual or localized needs.

Market Highlights

POU Water Purifier Market is expected to grow at a compound annual growth rate (CAGR) of 7.7% from 2024 to 2034

POU Water Purifier Market is projected to reach USD 34.5 billion over the forecast period, owing to the increasing awareness of waterborne diseases and the demand for localized water treatment solutions. The growing popularity of POU systems is due to the rising concerns about water contamination, combined with improved living standards and a high inclination towards healthier lifestyles. Consumers are turning to POU systems for their effectiveness in eliminating contaminants at the point of consumption, which ensures access to safe and clean drinking water. Additionally, technological developments such as better filtration and smart features make significant contributions to the growth of POU water purifier market. Moreover, strict global restrictions on water quality standards are influencing the utilization of POU purifiers. Thus, with continuous urbanization and infrastructural development, the POU water purifier market will experience long-term growth, with industry players innovating to address changing consumer choices.

Source: Fatpos Global

POU Water Purifier Market Segmentation

Countertop Filters segment will lead due to its high adoption among emerging nations

Based on Type, the POU Water Purifier Market is segmented into Countertop Filters, Under the Counter Filters, and Others. The countertop filters segment in the POU water purifier market will likely dominate due to its increasing adoption in developing countries such as India, China, and Brazil. This growth of the market is attributed to the rising concerns regarding waterborne diseases and an increasing awareness of water filtration among consumers. Moreover, the surge in demand for countertop filters is a response to users prioritizing access to clean and freshwater. These filters come in diverse types, including technologies like Reverse Osmosis (RO), Ultraviolet (UV), UV+RO, among others. Significantly, countertop water filters provide benefits such as cost-effectiveness compared to alternative filter types and the convenience of installation-free setups. These factors contribute to their vast acceptance and dominance in the POU water purifier market.

RO segment will dominate owing to its effective contamination removal

By Technology, POU Water Purifier Market is divided into UV, RO, UV and RO, and Others. The reverse osmosis (RO) segment in the water purifier market is expected to dominate owing to its capability to effectively remove contaminants from unfiltered water. RO technology is widely embraced for its purification capabilities. The industry has witnessed the introduction of new players, which indicates greater consumer awareness about waterborne diseases. Moreover, new marketing techniques implemented by companies to increase product visibility and consumer interest, are responsible for the rise of RO water purifiers segment.  Therefore, RO technology displays its dominance due to its proven effectiveness and growing consumer expectations for dependable and complete water purifying solutions.

Source: Fatpos Global

Market Dynamics

Growth Drivers

Increasing Health Awareness will Generate Growth Opportunities

Growing consciousness about health and well-being plays a crucial role in propelling the growth of water purifier market. Consumers are increasingly prioritizing their health due to which there has been a significant rise in the demand for safe and clean drinking water. Besides, concerns about waterborne diseases and contaminants in tap water have forced individuals to seek dependable water purification solutions. This growing awareness is promoting the adoption of water purifiers within households and further contributing in the market growth. Additionally, manufacturers will likely capitalize on these factors by highlighting the health benefits of water purifiers, which will create a favorable environment for POU water purifier market. Thus, the focus on health-conscious consumer choices highlights the importance of water purification solutions in meeting the demands of water purifier market.

Improvements in Technology Will Lead to Market Expansion

Technological improvements in water purification are instrumental in driving the growth of POU water purifier market. The continuous innovations in filtration methods, which includes intelligent features and the development of energy-efficient solutions, improves the performance and desirability of water purifiers. Advanced technologies such as Reverse Osmosis (RO) and Ultraviolet (UV) sterilization are responsible for contributing to the effective removal of water contaminants. Moreover, the integration of smart capabilities, including real-time monitoring and filter replacement indicators, provides convenience and efficiency to consumers. These technological developments attract new consumers and also encourage existing users to upgrade, which creates a cyclical pattern of innovation and demand to fuel the growth of POU water purifier market.


Industry Growth Could Be Hindered by Accessibility and Affordability

Affordability and accessibility emerge as significant limitation in the water purifier market. The increasing demand for advanced water purification technologies faces several challenges due to the high costs associated with modern systems. Additionally, limited access to advanced water purifiers in specific geographic locations or income classes creates a challenge for the expansion of POU water purifier market. Thus, achieving a balance between providing innovative features and ensuring cost has become a major problem for manufacturers, which influences their ability to serve various consumer demands. Consequently, navigating this challenge is essential for sustaining market growth and addressing the diverse expectations of consumers from different economic background and locations.

Recent Developments

  • In January 2024, Kent RO Systems Ltd. launched a new range of smart RO purifiers with IoT connectivity and app control. The company also acquired a water treatment technology company specializing in UV disinfection.
  • In December 2023, Eureka Forbes Ltd. launched a new line of water purifiers with built-in air purifiers. The company recently entered into a strategic partnership with a leading water infrastructure company to expand its reach in rural markets.
  • In November 2023, A. O. Smith Corporation launched a new line of reverse osmosis water purifiers with advanced filtration technology.
  • In September 2023, Pentair plc launched a new line of countertop POU water purifiers with integrated filters. The company entered into a joint venture with a Chinese company to manufacture and distribute water purifiers in China.
  • In February 2024, 3M Company launched a new line of countertop POU water purifiers with built-in instant hot water dispensers.

POU Water Purifier Market

Key Players:

  • Eureka Forbes Ltd.
  • A. O. Smith Corporation
  • Kent RO Systems Ltd.
  • Pentair plc
  • 3M Company
  • Whirlpool Corporation
  • Panasonic Corporation
  • LG Electronics Inc.
  • Culligan International Company
  • Honeywell International Inc.
  • Blue Star Limited
  • Coway Co., Ltd.
  • Brita GmbH
  • Aquafresh RO
  • Havells India Limited
  • Other Prominent Players (Company Overview, Business Strategy, Key Product Offerings, Financial Performance, Key Performance Indicators, Risk Analysis, Recent Development, Regional Presence, SWOT Analysis)

Regional Analysis

POU Water Purifier Market is segmented based on regional analysis into five key regions: North America, Latin America, Europe, Asia Pacific and the Middle East and Africa. The dominance of Asia-Pacific region in the water purifier market is due to strong brand penetration in industrialized nations such as India and China. Domestic water purifiers are perceived as important in metropolitan areas. This growing awareness is due to the better understanding among users of the harmful effects of microbiological and chemical contamination in surface water supplies. Moreover, the increased awareness of water quality, combined with issues related to the availability of clean drinking water, drives the demand for POU water purifiers in the Asia-Pacific area.

Source: Fatpos Global

Impact of Covid-19 on POU Water Purifier Market

COVID-19 pandemic has wielded a diverse impact on the water purifier market. Initially, the industry saw considerable demand as customers prioritized health and identified clean drinking water as a preventive step against virus transmission. However, various challenges developed due to disruptions in supply chain, manufacturing, and distribution channels during lockdowns. Additionally, economic uncertainty had an impact on consumer preferences, which led users to choose less expensive water purifier options. Furthermore, the commercial segment witnessed a downturn due to the closure of offices and public spaces. Therefore, despite these challenges, the pandemic highlighted the important function of water purification, that resulted in long-term changes in consumer habits and a greater understanding of the importance of water purifiers in sustaining health and well-being.

POU Water Purifier Market is further segmented by region into:

  • North America Market Size, Share, Trends, Opportunities, Y-o-Y Growth, CAGR – United States and Canada
  • Latin America Market Size, Share, Trends, Opportunities, Y-o-Y Growth, CAGR – Mexico, Argentina, Brazil, and Rest of Latin America
  • Europe Market Size, Share, Trends, Opportunities, Y-o-Y Growth, CAGR – United Kingdom, France, Germany, Italy, Spain, Belgium, Hungary, Luxembourg, Netherlands, Poland, NORDIC, Russia, Turkey, and Rest of Europe
  • Asia Pacific Market Size, Share, Trends, Opportunities, Y-o-Y Growth, CAGR – India, China, South Korea, Japan, Malaysia, Indonesia, New Zealand, Australia, and Rest of APAC
  • Middle East and Africa Market Size, Share, Trends, Opportunities, Y-o-Y Growth, CAGR – North Africa, Israel, GCC, South Africa, and Rest of MENA

POU Water Purifier Market Scope and Segments:



Study Period


Base Year


Forecast Period


Historical Period


Growth Rate

CAGR of 7.7% from 2024-2034


Value (USD Billion)


Main Segments List

By Type

  • Countertop Filters
  • Under the Counter Filters
  • Other

By Technology

  • UV
  • RO
  • UV and RO
  • Other

By End-User

  • Household
  • Commercial

By Distribution Channel

  • B2B
  • B2C

By Region

  • North America
    • U.S.
    • Canada
  • Europe
    • Germany
    • U.K.
    • France
    • Rest of Europe
  • Asia Pacific
    • China
    • Japan
    • India
    • Australia
    • Southeast Asia
    • Rest of Asia Pacific
  • Latin America
    • Brazil
    • Mexico
    • Rest of Latin America
  • Middle East & Africa
    • GCC
    • South Africa
    • Rest of Middle East & Africa

Frequently Asked Questions (FAQ):

POU Water Purifier Market size was values at USD 15.3 billion in 2023 and is projected to reach the value of USD 34.5 billion in 2034, exhibiting a CAGR of 7.7% during the forecast period.

The Point-of-Use (POU) Water Purifier Market involves compact water treatment systems installed directly where water is consumed, offering localized solutions to ensure clean and safe drinking water.

Countertop Filters segment and the RO segment accounted for the largest POU Water Purifier Market share.

Key players in the POU Water Purifier Market include Kent RO Systems Ltd., Eureka Forbes Ltd., A. O. Smith Corporation, Pentair plc, 3M Company, Whirlpool Corporation, Panasonic Corporation, LG Electronics Inc., Culligan International Company, Honeywell International Inc., Blue Star Limited, Coway Co., Ltd., Brita GmbH, Aquafresh RO, Havells India Limited, and Other Prominent Players.

Increasing health awareness and improvements in technology are the factors driving the pou water purifier market.

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