Market Overview

Size of the water purifiers and water conditioners market in FY2019 declined to 44,060 million yen (based on the shipment values at manufacturers), 98.2 percent of that of the previous fiscal year.

The market size for FY2020 is forecasted to be 39,960 million yen, 90.7 percent of that of FY2019.In the changing lifestyles of people due to COVID-19 infections, the interest to water consumed at home has become increased, which led low-price products such as pot types (available to put on a table) and faucet-connected types to acquire new customers. On the other hand, the sales of under-sink types and other expensive products have been sluggish, which is a negative factor and is likely to shrink the entire market.

Noteworthy Topics

COVID-19 Infections Spurred Stay-at-Home Economy, Expanding the Water Purifier Users

Consumers aim to use water purifiers and conditioners not only for the basic water-filtering functions but also for feeling safe and assured when using tap water.

As people stay longer hours at home in the COVID-19 calamity, the opportunity to use tap water at home has increased, which encouraged pot-types and faucet-connected types of products that do not require construction to acquire new users. As people try to make the time at home more significant, water purifiers have met such stay-at-home demand, expanding the user base. With enhancement of the website-based sales promotions, the consumer touchpoints have increased, improving the awareness of water purifiers and conditioners furthermore.

Future Outlook

Water purifiers have become standard equipment for newly-built homes, but not yet necessarily a requisite for a renovation plan of a home.

Therefore, it is a challenge for water purifiers and conditioners to raise their positions and to attract attention, so as to be selected as a primary subject in a kitchen renovation.  

Research Outline