The water purifiers market - Italy (2024)

1.2 World Market

The water purifier market has been valued at $** billion in **** and is expected to register a compound annual growth rate (***) of more than *.* percent between **** and ****. It is expected to grow by **.* percent to reach $**.* billion in ****. In recent years, the market has experienced significant growth as awareness regarding water quality and its impact on health has increased globally. As concerns about contaminants, pollutants and waterborne diseases increase, consumers are actively seeking reliable solutions to ensure access to clean and safe drinking water. The market has witnessed an increase in technological advancements, leading to the development of innovative water purification systems equipped with advanced filtration technologies such as reverse osmosis, UV purification, and activated carbon filtration.

Global water purifier market value World, ****-****, in US$ billion GlobalMarketInsights

As awareness grows about the harmful effects of impurities in water on human health, consumers are increasingly prioritizing access to clean, purified water. According to the United Nations and the World Health Organization, every ** seconds, one child and about *.* million people die each year in developing countries from waterborne diseases resulting from consuming contaminated water. In addition, rising disposable incomes have incentivized individuals to invest in advanced water purification systems, seeking a better quality ...

1.3 The European market

The value of the European water purifier market grows steadily from **** to ****. Starting from $**.* billion in ****, it is expected to increase by **.* percent to reach $**.* billion in ****, with a compound annual growth rate of *.** percent. Europe is a largely urbanized region, with individuals enjoying high living standards and disposable incomes. As a result, most households use water purifiers due to awareness regarding the associated benefits and importance of clean drinking water. In addition, the presence of impurities and pathogens in water supplied to the residential and commercial sectors is contributing to market growth. Major companies are also investing in new and innovative technologies to improve the efficiency of water purifiers. In addition, with the increasing focus on water recycling projects in several European countries, the demand for large-scale water purifiers has increased rapidly. Some of the factors driving market growth include increased construction activity, significant demand from the municipal and industrial sectors, and strict water treatment guidelines in most countries.

European water purifier market value Europe, ****-****, in US$ billion IMARC

In ****, Germany is the leading European exporter of water purifiers, with exports amounting to US$ **** million. It is followed by Italy with ***.* million and the Netherlands with ***.* million. France and ...

1.4 The Italian market

Between **** and ****, the value of the Italian water purifier market is expected to grow from €***.* million to €***.* million, marking an increase of **.* percent, at a CAGR of *.** percent considered equal to that of Europe. More and more people are aware of the importance of reducing plastic use and are looking for sustainable solutions such as home water purifiers. Drinking water quality is a growing priority, with consumers wanting to ensure clean and safe water. Technological innovations are making these devices more efficient and affordable, while possible government incentives could promote their use. In addition, economic growth and urbanization increase demand for advanced water purification solutions. Finally, climate change, with increasing drought and pollution, is driving households and businesses to invest in water purifiers to ensure a steady supply of clean water.

Italian market value of water purifiers Italy, ****-****, in millions of € Istat, Businesscoot elaboration

Between **** and ****, the production value sold of water purifiers in Italy increased by **.* percent, from €***.* million to €***.* million. Despite an initial decline between **** and ****, the value grew significantly in subsequent years. From **** to ****, there was an increase of **.* percent, signaling a strong recovery and increased demand or innovation in the sector.

Value of production sold of ...

1.5 Imports and Exports

Between **** and ****, exports of water purifiers to Italy increased by **.*%, from $*** million to $***.* million. Imports grew by **.*%, from $***.* million to $***.* million. However, the coverage ratio, which measures the ratio of exports to imports, decreased by ** percent over the period, from *,*** to *,***. Despite the significant increase in both exports and imports, the coverage ratio shows a decrease, indicating a relatively faster growth of imports than that of exports.

Exports, Imports and Coverage Rate of Water Purifiers Italy, ****-****, in US$ million UNComtrade

In ****, Italy exported most of its water purifiers to a variety of destinations, with France leading the way at *.** percent, followed by Germany (***). The UK, UAE, Qatar, Egypt and Belgium account for smaller shares, all below * percent. The "Others" category makes up **.** percent, indicating a very fragmented distribution of exports to many other countries. This suggests a broad global presence, although no single market dominates Italian water purifier exports. Main water purifier export countries Italy, ****, in % UNComtrade

In ****, Germany was the main supplier of water purifiers to Italy, accounting for **.**% of imports. China and France followed with *.**% and *.**%, respectively. The United States, Spain, Israel, Belgium and Switzerland contributed less, with percentages ranging from *.** percent to *.** percent. The "Others" category covers ...

2.1 Overview of demand

From **** to ****, average household spending on water in Italy increased by *.* percent, from **.** euros to **.** euros. This increase, while moderate, has been steady over time, with an average annual growth of about *.** euros. In the period under review, the largest increase occurred between **** and ****, when spending rose from **.** euros to **.** euros. In subsequent years, growth was slower but continuous, showing slight stability between **** and ****. In ****, spending reached its highest value of **.** euros.

Average household expenditure item for water [***] Italy, ****-****, in current &euro Istat

Between **** and ****, the production of water filtering or purifying equipment in Italy showed little change, rising from **.** million pieces to **.** million pieces, an overall increase of *.* percent. After an increase in **** to **.** million pieces, production declined through ****, reaching its lowest point at *.** million pieces. However, a recovery has been observed in the last two years, stabilizing around **.** million pieces in ****. This trend indicates a fluctuation in production, with a slight recovery in recent years.

Production realized in quantity of water filtration or purification equipment [***] Italy, ****-****, in millions of pieces Istat

Between **** and ****, the production sold of water purifiers in Italy increased by *.* percent, from *.** million pieces to *.** million pieces. After a peak in **** with **.** million pieces, ...

2.2 Demand drivers

In ****, the geographical distribution of average monthly household spending on water in Italy shows significant regional differences. Households in the South and Islands had the highest expenditures, with an average of **.** euros per month. In the Center, the average expenditure was **.** euros, lower than in the South and Islands but higher than other areas in the North. The Northeast and Northwest regions had the lowest spending, both averaging **.** euros per month. These differences indicate variations in costs and perhaps also in water consumption among different areas of the country.

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Between **** and ****, the amount of water withdrawn for potable use decreased slightly by * percent, from *,*** to *,*** million cubic meters. Water delivered per capita dropped by *.* percent, from *** to *** liters per inhabitant per day. Total water losses in distribution increased slightly from **.* percent to **.* percent. Households complaining of irregularities in water service decreased by **.*%, from **.*% in **** to *.*% in ****. Household confidence in tap water remained relatively stable, with minimal changes around ** percent. Finally, concern about climate change among people aged ** and older increased by *.* percent, rising ...

2.3 Urban sewage treatment plants

Treated water from municipal wastewater treatment plants can be a useful source of "unconventional" water supply to supplement the volumes used for a variety of purposes, excluding potable use, such as irrigation, some particularly water-demanding industrial processes, various civilian uses (***). In this sense, they can help reduce primary resource withdrawals and cope with the increased frequency of periods of water scarcity, the result of ongoing climate change and the continuing historical inefficiencies of many water infrastructures.

In ****, there were **,*** municipal wastewater treatment plants in operation in the country: **.* percent were Imhoff tanks and primary-type plants, **.* percent were plants with secondary-type treatment, and **.* percent were advanced-type plants. These plants are designed to treat a total maximum biodegradable organic pollutant load of *** million population equivalents. The relative average actual pollutant load flowing into the plants corresponds to about ** million total population equivalents, of which **.* percent is purified by secondary-type treatment and **.* percent by advanced-type treatment.

Imhoff tanks and primary-type plants represent the first level of wastewater treatment. These plants remove suspended solids and some of the organic matter by physical and mechanical processes such as sedimentation and flotation. Secondary-type plants perform biological treatment, using microorganisms to further degrade the organic matter in wastewater. ...

2.4 Trends in demand for water purifiers

Between July **** and July ****, online interest in water purifiers in Italy showed a variable trend. In July ****, the index was **.*, gradually falling to a low of **.* in December ****. In ****, interest picked up again, peaking at **.* in July and remaining high until September. In ****, the index showed renewed growth, reaching **.* in July, representing a *.* percent increase over July ****. The overall trend shows seasonal interest with significant fluctuations, but a general upward trend. The numbers represent search interest relative to the highest point on the graph in relation to the region and period indicated. A value of *** indicates the highest frequency of search for the term, ** indicates half as many searches. A score of *, on the other hand, indicates that not enough data were found for the term.

Trend of online searches for water purifiers Italy, ****-****, index Google Trends, Businesscoot elaboration

Between **** and ****, online searches for water purifiers in Italy show considerable geographic variability. Sicily has the highest interest with an index of ***, followed by Puglia (***), while Piedmont and Friuli-Venezia Giulia stand at ** and **, respectively. Valle d'Aosta and Trentino-Alto Adige/Südtirol record the lowest values, with indices of ** and **. These data indicate a greater focus on water purifiers in the south ...

2.5 New trends in demand

Demand for water purifiers is growing rapidly globally, influenced by several key trends reflecting changes in consumer behavior, environmental concerns and technological innovations, the main ones being:

*. Environmental Awareness and Sustainability

Reducing single-use plastic: Consumers are becoming increasingly aware of the environmental impact of plastic bottles. Purchasing water purifiers is seen as a way to reduce the use of single-use plastic. Energy impact: People are looking for purifiers that use less energy and are made from environmentally friendly materials. Sustainability is a priority, with preferences for products certified as environmentally friendly.

*. Health and Wellness

Purer water: Growing concern about contaminants in tap water, such as heavy metals, pesticides, and microplastics, has led to increased demand for purifiers that ensure extremely pure water. Advanced features: Users are looking for purifiers with additional features such as water alkalization, enrichment with beneficial minerals, and advanced filtration to remove bacteria and viruses.

*. Technology and Innovation

Advanced filt ration: New filtration technologies, such as reverse osmosis, nanotechnology, and UV filters, are becoming popular for their ability to remove a wide range of contaminants. Internet of Things (***): Smart water purifiers connected to smartphones via apps to monitor water quality, alert when filters need to ...

3.1 The main players in the market

The major domestic water purification companies are as follows:

Culligan: This is a leading water treatment company, founded in **** by Emmett J. Culligan. It offers a wide range of solutions to improve water quality, including water softeners, filtration and reverse osmosis systems, and bottled water delivery services. Headquartered in Rosemont, Illinois, the company operates in more than ** countries with more than *,*** dealers and about **,*** employees(***).

Grohe: A company renowned for its innovative solutions in water treatment, especially through its Grohe Blue filtration systems. These systems make it possible to transform tap water into fresh, filtered water, and available in different variants: natural, light sparkling, or strong sparkling. A single faucet offers all these options at the touch of a button(***).

Brita: Founded in **** by Heinz Hankammer and currently led by Markus Hankammer. Headquartered in Taunusstein, Germany, with subsidiaries worldwide, including the Americas with headquarters in Oakland, California. Brita operates in ** countries and employs more than *,*** people(***). The company also offers advanced filtration solutions for professional and home use, including the Brita PRO system that filters water throughout the home.

Bwt (***).

Blupura: An Italian company specializing in the production of high-quality, environmentally friendly water coolers and dispensers. Founded with a philosophy that ...

3.2 Value Chain

*. Research and Development (***)

Technology innovation: Development of new filtration and purification technologies, improvement of existing technologies such as reverse osmosis, UV filters, and nanotechnology. Product design: Creating new models of water purifiers that are efficient, user-friendly, and meet consumer needs.

*. Acquisition of Raw Materials

Material Supply: Acquisition of components such as osmosis membranes, activated carbon filters, durable plastics for the body of purifiers, electronic components, etc. Sustainability: Selection of environmentally friendly and certified materials, negotiation with suppliers to obtain high quality materials at competitive costs.

*. Manufacturing

Assembly: Manufacturing process and assembly of purifiers in dedicated factories. Include quality control steps to ensure compliance with standards. Automation: Use of automated production lines to increase efficiency and reduce production costs.

*. Logistics and Distribution

Supply chain management: Planning and coordinating logistics to ensure efficient distribution of raw materials and finished goods. Global Distribution: Use of global distribution channels such as sea, air, and ground transportation to distribute purifiers to international distributors and retailers.

*. Marketing and Sales

Marketing strategy: Development of targeted marketing campaigns, including digital marketing, advertising in traditional media, and participation in industry trade shows. Direct sales and online channels: Use of e-commerce platforms, physical stores, and partnerships with ...

3.3 Distribution channels

Distribution of water purifiers involves a variety of channels to reach end consumers, businesses, and institutions. Each channel has its own characteristics, advantages, and target audience. Here is a detailed description of the main distribution channels for water purifiers:

4.1 Types of purifiers

The range of water purifiers on the market diversifies into various types based on the technologies used, the benefits offered, and the different contexts of use. The market offers solutions suitable for a wide range of needs, from domestic to industrial, and from stable to emergency contexts. Choosing the ideal water purifier depends on the specific water quality needs, context of use, and available budget.

4.2 Insight into osmosis and ionization systems

The best performing and most efficient solution, however, is one that uses the principle ofreverse osmosis, with a set that can be installed (***) to block even **.* percent of the impurities present and ensuring a long system life and improved well-being.

Reverse osmosis purifiers can be of two types: storage or direct production. In the first case, water is purified and stored in a tank. In the case of direct production purifiers, on the other hand, water is purified in sufficient quantity and at sufficient pressure to be used as soon as it is produced. The most commonly purchased plants are storage plants: despite being bulkier than their rivals, they are chosen on the basis of often much lower price[***].

The result of this inversion is the so-called permeate, which is a light water, free of impurities and harmful substances such as herbicides, nitrates, nitrites and heavy metals, to name a few; the purity of this solution is between ** and ** percent[***].

Regarding ionization systems, there is a difference with the goal behind the purifier. The goal of the purifier is to filter the water from impurities (***) + the possibility of gassing/cooling the water, while the goal of ionization systems is to get ...

4.3 Prices of purifiers

In addition to the initial cost, the cost of installation, which is around €***, should also be considered, as well as the cost of proper system maintenance, which is necessary for two main reasons, to prevent the accumulation of bacteria that can lurk in the filters due to neglect, and to ensure the proper functioning of the device and increase its efficiency and durability.so, it is of paramount importance to perform routine maintenance at least once a year, regardless of use, in which filters and various sanctifications are changed. Below is a list of average maintenance costs by type of system used. ***€ for microfiltration systems; ***€ for ultrafiltration systems; ***€ for reverse osmosis systems; ***€ for graphenic system;

The above costs include routine maintenance output and sanctification of the system.

4.4 Supply trends

In recent years, the market for water purifiers has seen several significant trends emerge in response to growing concerns about drinking water quality and increasing demand for environmentally friendly and efficient solutions, reflecting an evolving market geared to meet the needs of modern consumers who seek efficient, sustainable, and technologically advanced solutions to ensure access to high quality water.

*. Advanced Filtration Technologies

Reverse Osmosis (***): This technology remains among the most effective, removing up to ** percent of impurities, including heavy metals, chlorine and microorganisms. Ultrafiltration (***): An emerging technology that uses semi-permeable membranes to retain bacteria and viruses, ensuring purer water without the use of chemicals. Nanofiltration: Employs membranes with extremely small pores to remove nanometer-sized contaminants, including certain pesticides and drugs. Hybrid Systems: Combinations of different filtration technologies to maximize effectiveness and address a wider range of contaminants.

*. Smart and Connected Purifiers

Internet of Things (***): Purifiers equipped with sensors that monitor water quality and filter status in real time, with notifications sent directly to users' smartphones. Automation and Artificial Intelligence: Systems that automatically adjust operating parameters to optimize purification based on incoming water quality.

*. Compact and Integrated Design

Under-Sink Units: Purifiers designed to be installed under the kitchen sink, ...

5.1 Regulation

Purchase Incentives

The Drinking Water Bonus **** is a tax credit that covers ** percent of expenses incurred for the purchase and installation of filtration, mineralization, cooling, and food carbon dioxide addition systems. This incentive was introduced to improve drinking water quality and reduce the use of plastic containers. Beneficiaries can be individuals, persons engaged in business, arts and professions, and non-business entities. Maximum amounts are *,*** euros per property for individuals and *,*** euros per property used for commercial or institutional activities. For expenses incurred in ****, the percentage of the tax credit actually available is *.** percent of the amount claimed, due to limited resources available.

Applications must be submitted from Feb. * to Feb. **, ****, and reporting of expenses must be submitted electronically to the Internal Revenue Service via their website, using the restricted area and following the specific path for the drinking water improvement tax credit. The bonus can be used as an offset via F** form or, in the case of individuals not engaged in business activities, in the tax return for the year in which the expenses were incurred. There is no assignment of the credit or direct rebate on the invoice.

The Drinking Water Bonus will not be extended beyond ****, so expenses ...

6.1 Market segmentation

• Culligan
• Grohe
• Brita
• BWT
• Blupura
• Acqua Brevetti
• Pietro Fiorentini
• Depur Padana Acque
• Veolia
• Bernardinello