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Consumer Water Purification & Air Cleaning Systems

US demand to rise 4.8% annually through 2014
Demand for consumer water purification and air cleaning systems in the US is expected to increase 4.8 percent annually to $1.7 billion in 2014. Growth will be stimulated by a projected recovery in residential construction spending and personal consumption expenditures. Gains will also be spurred by heightened consumer demand for products that improve one’s health and well-being, compounded by a growing awareness of contaminants in air and water and their potential negative health effects. The development of more advanced systems, and the incorporation of features that make the systems easier to use, will also contribute to value gains.

Aftermarket sales of replacement filters and membranes are forecast to increase 4.4 percent per year to $2.4 billion in 2014. Sales of these replacement components will be driven by increasing system penetration rates and will be further enhanced by the increasingly common incorporation of performance indicators that notify users when a filter or membrane needs to be replaced.

Electrostatic systems to pace air cleaning segment
Air cleaning systems that use conventional filtration technology made up 47 percent of value of air cleaning demand in 2009. Systems using this technology are popular among consumers because of their low purchase price and their ability to significantly reduce the level of common allergens in indoor air. Through 2014, sales of electrostatic air cleaning systems are expected to post the fastest annual growth rate, benefitting from their ability to clean the air more thoroughly and with lower operating costs than many competitive air cleaners.

Reverse osmosis, distillation systems to be fastest growing water purifiers
In value terms, conventional filtration media-based water purification systems made up the largest share of water system demand in 2009, with 76 percent. However, reverse osmosis and distillation systems will experience faster growth through 2014, although from much smaller bases, as consumers increasingly prefer more thorough purification capabilities. In general, sales of water purification systems will be driven by the significant media coverage of contaminants in drinking water. Additionally, consumers continue to turn to water purification systems as a lower-cost and more environmentally conscious alternative to bottled water.

Point-of-use water purification systems to expand dominant position
Sales of whole-house air cleaning systems declined in volume terms between 2004 and 2009 due to a contraction in residential building construction spending. Through 2014, volume sales are expected to improve, slightly outpacing portable air cleaning systems. Volume sales of point-of-entry water purification systems were similarly hampered in the previous five-year period. However, point-of-use systems are projected to achieve faster growth through 2014.


PRESS RELEASE

Demand for Consumer Water Purification and Air Cleaning Systems to Reach $1.7 Billion in 2014

Demand for consumer water purification and air cleaning systems is expected to increase 5.2 percent per year to $1.7 billion in 2014, benefiting in part from projected rebounds in consumer spending on durable goods and in residential construction spending, which both suffered during the 2007-2009 recession. Gains will also be driven by consumer concerns about the quality of the air and water in the home and increased awareness of the health and aesthetic benefits of these systems. These and other trends are presented in Consumer Water Purification & Air Cleaning Systems, a new study from The Freedonia Group, Inc., a Cleveland-based industry market research firm.

Water purification systems that feature conventional filtration media accounted for the majority of demand for water systems in 2009, with 76 percent of sales value. Faster growth will be registered by higher-value reverse osmosis and distillation systems, although from significantly smaller bases. These systems can remove a broader range of contaminants compared to conventional filters. In general, the market size depends on the quality -- or the perceived quality -- of local tap water supplies.

In 2009, point-of-use (POU) systems, which are installed at a single outlet, had the larger share of demand for water purification systems. However, sales of point-ofentry (POE) systems, which treat all water that enters a home, are expected to post faster growth through 2014, albeit from a very low base, due in part to the rebound of single family home construction.

Among air cleaners, conventional filtration systems accounted for the largest share of value demand with 47 percent in 2009, because they offer relatively inexpensive, thorough air cleaning and minimal to no ozone production. However, electrostatic air cleaners, which often operate more quietly and efficiently, are projected to achieve faster gains through 2014. Portable air cleaners, which are designed to treat the air in a single room, accounted for the larger share of air cleaner sales in 2009. Sales of portable air cleaners are expected to continue to grow at a rate faster than that of whole-house air system sales.

INTRODUCTION
I. EXECUTIVE SUMMARY
II. MARKET ENVIRONMENT
General
Macroeconomic Trends
Consumer Spending Trends
Demographic Trends
Residential Building Construction
Housing Completions
Housing Stock
Improvements & Repairs
Pricing Trends
Environmental & Regulatory Considerations
Water
Air
World Outlook
North America
Western Europe
Asia/Pacific
Other Regions
III. TECHNOLOGIES
General
Water
Conventional Filtration
Adsorptive
Mechanical
Reverse Osmosis
Technology
Configurations
Distillation
Technology
Configurations
Other Technologies
Ultraviolet Disinfection
Ozone Treatment
All Other
Air
Conventional Filtration
Electrostatic
Ionization
Other Technologies
Ultraviolet Treatment
Ozone Treatment
IV. PRODUCTS
General
Water Purification Systems
Point-of-Entry
Systems
Suppliers
Point-of-Use
Under-the-Sink Units
Systems
Suppliers
Counter-Top Units
Systems
Suppliers
Faucet-Mounted Units
Systems
Suppliers
Flow-Through Units
Systems
Suppliers
Others
Systems
Suppliers
Market Share
By Volume
By Value
Air Cleaning Systems
Whole-House Systems
Systems
Suppliers
Portable Systems
Systems
Suppliers
Market Share
Aftermarket Filters & Membranes
Replacement Water Filters
Replacement Air Filters
Replacement Membranes
V. REGIONAL MARKETS
General
Regional Demographic & Economic Trends
Population Patterns
Economic Outlook
Construction Activity
Housing Trends
Regional Demand for Purification Systems
Northeast
New England
Middle Atlantic
Midwest
East North Central
West North Central
South
South Atlantic
East South Central
West South Central
West
Mountain
Pacific
VI. INDUSTRY STRUCTURE
General
Industry Composition
Market Share
Systems
Replacement Parts
Competitive Strategies
Research & Development
Marketing
Distribution
Acquisitions & Divestitures
Cooperative Agreements
Company Profiles
Aquion Water Treatment Products LLC
Austin Air Systems Limited
Axel Johnson Incorporated
Berkshire Hathaway Incorporated
Blueair AB
Brita Products, see Clorox
Carrier, see United Technologies
CLARCOR Incorporated
ClearWater Tech, see Aquion Water Treatment Products
Clorox Company
Culligan International Company
EcoWater Systems, see Berkshire Hathaway
Essick Air Products Incorporated
Flanders Corporation
General Electric Company
Hamilton Beach Brands, see NACCO Industries
Helen of Troy Limited
Honeywell International Incorporated
Hunter Fan Company
Hydrotech, see Veolia Environnement
Incen AG
Ingersoll-Rand plc
IQAir North America, see Incen
ITT Corporation
Jarden Corporation
Kaz, see Helen of Troy
Kinetico, see Axel Johnson
LG Electronics Incorporated
Marmon Holdings, see Berkshire Hathaway
NACCO Industries Incorporated
Panasonic Corporation
Pentair Incorporated
Polar Bear Water Group 1978 Limited
Procter & Gamble Company
PUR Water Purification Products, see Procter & Gamble
RainSoft, see Aquion Water Treatment Products
Regal Ware Incorporated
Research Products Corporation
SANYO Electric, see Panasonic
StrionAir, see United Technologies
3M Company
Tomkins plc
Trane, see Ingersoll-Rand
Trion, see Tomkins
United Technologies Corporation
Veolia Environnement SA
Whirlpool Corporation
Additional Companies
LIST OF TABLES
SECTION I -- EXECUTIVE SUMMARY
Summary Table
SECTION II -- MARKET ENVIRONMENT
1 Macroeconomic Indicators
2 Personal Consumption Expenditures
3 Population & Households
4 Residential Building Construction Expenditures
5 Housing Completions
6 Housing Stock by Type
7 Residential Improvement & Repair Expenditures
8 Pricing in Consumer Water Purification & Air Cleaning Systems
SECTION III -- TECHNOLOGIES
1 Consumer Water Purification & Air Cleaning System Demand
2 Consumer Water Purification System Demand by Technology
3 Conventional Water Filtration System Demand
4 Reverse Osmosis Water Purification System Demand
5 Distillation Water Purification System Demand
6 Other Water Purification System Demand
7 Consumer Air Cleaning System Demand by Technology
8 Conventional Air Filtration Cleaning System Demand
9 Electrostatic Air Cleaning System Demand
10 Ionization Air Cleaning System Demand
11 Other Air Cleaning System Demand
SECTION IV -- PRODUCTS
1 Consumer Water Purification & Air Cleaning System & Replacement Part Demand
2 Consumer Water Purification System Demand by Type
3 Point-of-Entry Water Purification System Demand
4 Point-of-Use Water Purification System Demand
5 Under-the-Sink Water Purification System Demand
6 Counter-Top Water Purification System Demand
7 Faucet-Mounted Water Purification System Demand
8 Flow-Through Water Purification System Demand
9 Other Point-of-Use Water Purification System Demand
10 Consumer Air Cleaning System Demand by Type
11 Whole-House Air Cleaning System Demand
12 Portable Air Cleaning System Demand
13 Demand for Replacement Filters & Membranes for Consumer Water Purification & Air Cleaning Systems
14 Replacement Water Filter Demand
15 Replacement Air Filter Demand
16 Replacement Membrane Demand
SECTION V -- REGIONAL MARKETS
1 Population by Region
2 Gross Domestic Product by Region
3 Construction Expenditures by Region
4 Regional Housing Indicators
5 Consumer Water Purification & Air Cleaning System Demand by Region & Type
6 Northeast Water Purification & Air Cleaning System Demand
7 Midwest Water Purification & Air Cleaning System Demand
8 South Water Purification & Air Cleaning System Demand
9 West Water Purification & Air Cleaning System Demand
SECTION VI -- INDUSTRY STRUCTURE
1 Consumer Water Purification & Air Cleaning System Sales by Company, 2009
2 Selected Acquisitions & Divestitures
3 Selected Cooperative Agreements
LIST OF CHARTS
SECTION II -- MARKET ENVIRONMENT
1 Year of Construction of Housing Stock, 2009
2 World Consumer Water Purification & Air Cleaning System Demand by Region, 2009
SECTION III -- TECHNOLOGIES
1 Consumer Water Purification System Demand: Volume Versus Value, 2009
2 Air Cleaning System Demand: Volume Versus Value, 2009
SECTION IV -- PRODUCTS
1 Point-of-Use Water Purification System Demand: Volume Versus Value, 2009
2 Consumer Water Purification System Market Share by Volume, 2009
3 Consumer Water Purification System Market Share by Value, 2009
4 Consumer Air Cleaning System Market Share, 2009
SECTION V -- REGIONAL MARKETS
1 Regional Demand for Consumer Water Purification & Air Cleaning Systems, 2009
SECTION VI -- INDUSTRY STRUCTURE
1 Consumer Water Purification & Air Cleaning System & Replacement Part Market Share, 2009
2 Consumer Water Purification & Air Cleaning System Market Share, 2009
3 Consumer Water Purification & Air Cleaning Systems’ Replacement Parts Market Share, 2009

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