Point of Use Water Treatment Systems Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Product Type (Under the Counter Filters, Countertop Filters, Pitcher Filters, Faucet-mounted Filters, and Others), By Category (RO Filters, UV Filters, Gravity Filters, and Others), By Application (Light Commercial, Residential, Non-Residential), By Region, By Competition Forecast & Opportunities 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 14.29 Billion
CAGR (2026-2031)	6.32%
Fastest Growing Segment	RO Filters
Largest Market	Asia Pacific
Market Size (2031)	USD 20.64 Billion

Market Overview

The Global Point of Use Water Treatment Systems Market will grow from USD 14.29 Billion in 2025 to USD 20.64 Billion by 2031 at a 6.32% CAGR. Point of Use (POU) water treatment systems are decentralized filtration units installed directly at specific consumption points, such as faucets, countertops, or under sinks, designed to remove contaminants immediately prior to use. The market is primarily propelled by heightened global awareness of waterborne pathogens and deteriorating municipal infrastructure, which frequently introduces impurities like lead and microplastics. This anxiety regarding water quality significantly accelerates consumer adoption. According to the Water Quality Association, in 2025, 58% of U.S. households expressed concern regarding the safety of their tap water, a statistic that underscores the critical demand for residential filtration solutions.

However, a substantial challenge hindering broader market expansion is the ongoing operational cost and maintenance associated with these devices. End-users regularly face the financial burden and inconvenience of mandatory filter replacements to ensure continued efficacy. This high total cost of ownership often leads to consumer hesitation or system abandonment, particularly in price-sensitive demographics where long-term affordability remains a critical barrier to entry.

Key Market Drivers

The implementation of stringent government regulations on drinking water safety acts as a primary catalyst for market growth, compelling municipal bodies and individual consumers to adopt advanced filtration technologies. Regulatory agencies are increasingly tightening standards for legacy contaminants, creating an immediate compliance gap that point-of-use systems effectively bridge. This legislative pressure drives the residential and commercial adoption of under-sink and faucet-mounted units as an immediate safeguard against infrastructure-related non-compliance. For instance, according to the U.S. Environmental Protection Agency, the National Primary Drinking Water Regulations for Lead and Copper Improvements (LCRI) became effective on December 30, 2024, necessitating aggressive lead service line replacements and rigorous tap sampling which fuels consumer reliance on certified filtration devices.

Concurrently, escalating global levels of water contamination and industrial pollutants, particularly per- and polyfluoroalkyl substances (PFAS), are accelerating the demand for specialized purification solutions. As scientific detection methods improve, the widespread prevalence of these persistent chemicals directly influences consumer purchasing behavior and necessitates high-efficiency membrane technology. According to the U.S. Geological Survey, in July 2025, updated data releases regarding public water systems confirmed persistent detections of PFAS concentrations above laboratory reporting levels, reinforcing the urgency for decentralized filtration. This heightened anxiety regarding water quality translates into tangible market performance; according to A. O. Smith Corporation, in January 2025, the company reported full-year 2024 net sales of $3.8 billion, noting that higher water treatment volumes helped mitigate volume declines in other residential segments.

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Key Market Challenges

The ongoing operational cost and maintenance requirements associated with point-of-use (POU) systems represent a significant impediment to the sustained expansion of the global market. Unlike the singular expense of purchasing a filtration unit, the total cost of ownership accumulates through mandatory, recurring filter replacements and necessary system upkeep required to maintain filtration efficacy. For price-sensitive consumers, this continuous financial burden often outweighs the initial perceived value, leading to purchase hesitation or the eventual abandonment of installed systems once the first filter cycle expires. Consequently, manufacturers struggle to retain long-term users, limiting recurring revenue potential and stalling widespread adoption in demographics where disposable income is restricted.

This economic barrier effectively bottlenecks the conversion of heightened consumer safety concerns into sustained market volume. Although the lack of confidence in municipal infrastructure drives initial interest, the financial commitment required for effective, uninterrupted treatment remains a formidable hurdle. According to NSF International, in 2024, only 52% of filtration owners reported trusting the tap water in their homes. This statistic highlights a critical disparity; while a substantial portion of the population distrusts their water supply, the high operational costs of maintaining POU solutions prevent many from bridging this trust gap with a permanent solution, thereby directly hampering overall market growth.

Key Market Trends

The Adoption of Sustainable Materials and Biodegradable Filter Cartridges is becoming a defining market characteristic as environmental consciousness increasingly dictates purchasing decisions. Manufacturers are prioritizing eco-friendly designs that minimize plastic waste, positioning their systems as essential tools for achieving personal and corporate sustainability goals. This shift is substantiated by tangible environmental metrics which validate the sector's role in the circular economy. According to Culligan International, June 2025, in the '2024 ESG Report', the company's installed base of filtration solutions collectively displaced approximately 40 billion single-use plastic bottles globally in 2024. This magnitude of waste diversion highlights how the integration of green materials and waste-reduction capabilities is evolving from a niche selling point into a core competitive requirement for global market participants.

Simultaneously, the Expansion of Water-as-a-Service and Subscription-Based Business Models is fundamentally reshaping revenue structures and consumer access. By replacing significant upfront hardware investments with manageable recurring fees, companies are successfully circumventing the traditional barrier of high ownership costs while ensuring optimal system performance through scheduled maintenance. This recurring-revenue approach is gaining rapid traction as it aligns with modern preferences for flexibility; according to Coway Co., Ltd., May 2025, in the 'Q1 2025 Financial Results', the firm achieved a 63.0% year-over-year increase in domestic net rental account additions, totaling 103,000 new subscribers in a single quarter. This robust growth indicates a pivotal shift in consumer behavior toward "usership" models, allowing manufacturers to deepen market penetration and secure long-term customer loyalty in price-sensitive segments.

Segmental Insights

Reverse osmosis filters represent the fastest-growing segment within the global point of use water treatment systems market due to their superior capability in removing dissolved solids and chemical contaminants. Rising consumer awareness regarding waterborne diseases and industrial pollution drives the adoption of this technology. Furthermore, strict water quality guidelines established by entities such as the World Health Organization encourage households to invest in high-performance filtration. The ability of reverse osmosis systems to effectively eliminate harmful elements like lead and arsenic positions them as a preferred solution for ensuring safe drinking water.

Regional Insights

Asia Pacific holds the leading position in the point of use water treatment systems market due to rapid urbanization and deteriorating water quality in major developing economies. Rising disposable incomes in countries like China and India empower consumers to invest in residential filtration units to combat waterborne diseases and industrial contamination. Additionally, government initiatives enforcing compliance with quality benchmarks, such as those set by the Bureau of Indian Standards, drive product adoption by ensuring safety. This convergence of health awareness, economic growth, and regulatory frameworks supports the region's sustained market dominance.

Recent Developments

• In November 2024, A. O. Smith Corporation finalized the acquisition of the Pureit water purification business from Unilever for approximately $120 million in cash. This strategic move was intended to enhance the company's leadership position in the global water treatment market and significantly increase its penetration in South Asia. Pureit, known for its broad range of residential water purification solutions, complemented the acquirer's existing premium brand portfolio and distribution capabilities. The Chairman and CEO of A. O. Smith noted that the addition of Pureit’s innovative culture and strong brand recognition would support their growth strategy in the region.
• In September 2024, Pentair unveiled its latest advancements in water filtration technology, specifically designed to address the growing global concern regarding per- and polyfluoroalkyl substances (PFAS). During an industry event in Singapore, the company introduced specialized filter cartridges certified to reduce up to 99.8% of these persistent chemicals, along with other contaminants such as microplastics and chlorine. The new filtration solution utilized mechanical means to capture particulates as small as 0.5 microns. This product launch underscored the organization's commitment to providing safe, high-quality drinking water solutions for both residential and commercial applications in the hospitality sector.
• In September 2024, LG Electronics strengthened its presence in the point-of-use water treatment sector by launching nine new water purifier models in India. These devices were designed with advanced features such as airtight stainless steel tanks, mineral boosters, and in-tank UV sterilization to ensure hygiene and water quality. The range catered to diverse consumer needs with multi-stage filtration processes capable of removing contaminants like sediment and bacteria. A senior executive at the company highlighted that the new lineup featured premium designs to complement modern kitchens while addressing health and convenience through contactless maintenance services.
• In January 2024, Culligan International completed the strategic acquisition of the majority of Primo Water Corporation’s businesses in Europe, the Middle East, and Africa. This transaction significantly expanded the company's footprint in the region, allowing it to enter new markets in Poland, Latvia, Lithuania, and Estonia while bolstering its existing operations in twelve other countries. The deal excluded Primo Water's businesses in the UK, Portugal, and Israel. The Chairman and CEO of Culligan International stated that this milestone enhanced their scale and capacity to provide sustainable water solutions to more consumers, aligning with their vision of delivering healthy and safe drinking water.

Key Market Players

• A.O. Smith Corporation
• Brita GmbH
• Pentair PLC
• Helen of Troy Limited
• Culligan International Company
• Unilever PLC
• Panasonic Corporation
• LG Electronics
• Best Water Technology Group
• Kent RO Systems Ltd.
• Coway Co. Ltd.

By Product Type	By Category	By Application	By Region
Under the Counter Filters Countertop Filters Pitcher Filters Faucet-mounted Filters Others	RO Filters UV Filters Gravity Filters Others	Light Commercial Residential Non-Residential	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Point of Use Water Treatment Systems Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Point of Use Water Treatment Systems Market, By Product Type:

• Under the Counter Filters
• Countertop Filters
• Pitcher Filters
• Faucet-mounted Filters
• Others

• Point of Use Water Treatment Systems Market, By Category:

• RO Filters
• UV Filters
• Gravity Filters
• Others

• Point of Use Water Treatment Systems Market, By Application:

• Light Commercial
• Residential
• Non-Residential

• Point of Use Water Treatment Systems Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE