Point-of-Use (PoU) Water Filtration market in Asia to reach US$ 14.43 Billion in 2025

The Market Size of the Point-of-Use (PoU) Water Filtration Market in Asia is valued at US$ 8.7 Billion in 2019 and is projected to grow at a CAGR of 8.8% to reach a market size of US$ 14.43 Billion in 2025.

The market is driven by factors such as Rising awareness of water-borne diseases, Advances in water purifying technology and Growing foodservice and hospitality industries.

Definition / Scope
Market Overview
Market Risks
Top Market Opportunities
Market Trends
Industry Challenges
Technology Trends
Pricing Trends
Regulatory Trends
Market Size and Forecast
Market Outlook
Technology Roadmap
Distribution Chain Analysis
Competitive Landscape
Competitive Factors
Key Market Players
Strategic Conclusion
References
Appendix

Definition / Scope

Developing Asia has a large population with less access to clean and uninterrupted water supply that can be used for drinking. This has resulted in a large bottled water market, including bottled water refrigerators that use large plastic cans.

This, in turn, has led the region to become one of the world’s largest plastic polluters, hinting at an environmental crisis in the making. One of the solutions to mitigate this environmental damage is for countries to provide universally low-cost, clean and safe drinking water access.

While this is largely only possible in the more developed countries, due to the utilization of aging water distribution infrastructure, the services provided can still not be trusted.

Therefore, one of the solutions that people can implement themselves is to use drinking water purifiers in their homes, offices, and eateries. Depending on how they are used, drinking water purifiers are of different types: Point of Entry (PoE), Point of Use (PoU) and Pitchers. Each has its own markets and use cases.

A point-of-use water filter treats the water before it reaches a single tap and is mostly installed in kitchens, restaurants, cafes, hotels, hospitals, and airports to provide high-quality, clean, and healthy drinking water. Such systems use advanced filtration techniques including reverse osmosis and carbon filtration.

Market Overview

Technology Insights

Reverse Osmosis (RO) systems led the technology segment, with a significant 43.9% share, mainly due to the extensive penetration of this technology and trouble-free installation and use.

As regards volume, in 2019, RO technology contributed more than 104.5 Million units to the Asian point of use water treatment systems market. Although RO systems are forecast to witness a slowdown by 2025, mainly due to manufacturers launching systems that have combined technologies, for example RO and UV systems.

Distillation technology is the second largest application and is estimated to be experiencing a measured increase in production volume during the forecast period due to affordable products combined with better designs and other benefits.

Disinfection systems technology is a maturely established technology on the market for point-of-use water treatment systems In 2019, filtration systems were valued at USD 1.8 Billion, and is also a mature technology on the point of use market for water treatment systems.

Device Insights

In 2019, the tabletop pitchers segments dominated the growth of the point-of-use water treatment systems market in terms of value, based on device. It is possible to attribute growing demand for tabletop pitchers to its low price and ready availability. These devices do not need installation, and they are available in different sizes and capacities.

During the forecast period, faucet mounted filters are estimated to be the fastest growing segment expected to grow at 6.8% CAGR. These filters find wide adoption especially in developing regions like India and Indonesia.

Countertop units are highly popular in countries, including China and South Korea, due to these units’ economic prices and greater capacity. On the other hand, under the sink filters find wide adoption in Japan and Taiwan due to aesthetics as these units are concealed and kitchen counters look decluttered.

Application Insights

The point of use market for water treatment systems has been divided into residential and non-residential segments as regards applications. Non-residential segment was valued at USD 7.26 Billion in 2019, and is expected to reach USD 12.2 Billion by 2025.

Non-residential section includes small-scale commercial, retail, healthcare, educational, recreational, and transportation facilities. Residential segment has contributed 56.75 Million units in 2019 in terms of units, and is projected to reach 129.9 Million units by 2025. Residential segment growth may be attributed to the exponential growth in residential construction in the region.

Regional Insights

With over 31 percent of the world’s global revenues, Asia Pacific dominated the global water treatment point of use market. China’s water treatment point of use market was valued at USD 1.87 Billion in 2019, and is forecast to expand over USD 2.47 Billion by 2025.

China has a strong presence on the equipment of local manufacturers and suppliers that helps to dominate the global scenario, mainly due to large-scale investments made to improve the technology.

Market Risks

Porter’s five forces are used for performing risk analysis of the Asian Point-of-Use (PoU) Water Purification Market and the inferences obtained are as follows

Threat of new Entrants- High

Low cost of capital imposes a Low entry barrier.
Market entry barrier is not high.
High R&D cost.
Brand Identity is a major factor influencing entry.
Market Exit Barrier is also not so high.

Intensity of Rivalry among existing Competitors- Very High

Customer loyalty is very inconstant.
Entry-level Advertisement war in water purifiers.
Low profit margins.
Perceived lack of differentiation in technologies by customer

Pressure from Substitute product – Medium

Some of the substitutes available are

Packaged drinking water.
Ground water / Municipal Supplies.
Chemical distributed by government to clean water.
Boiled water

Bargaining power of Suppliers -High

Supplier’s product is an important input to the buyer’s business.
Number of suppliers are also few.
Supplier to buyer ratio is miniscule.

Bargaining power of Buyers-High

Customers are price sensitive.
Spreading towards rural areas with increased awareness and health
Rising awareness and health consciousness among consumers.

Top Market Opportunities

Smart Water Purifiers

Installing smart water purification systems with advanced connectivity technologies has broadened the market’s potential. Incorporating cloud computing and the internet of things (IoT) to prevent system malfunctions would pave the way for new opportunities in the market for smart water purifiers.

In addition, the integration with these equipment of numerous user-friendly technologies is likely to underpin several lucrative prospects on the smart water purifier systems market.

Manufacturers have made several profound changes to the way they monitor filtration systems via smartphones.

Growing popularity of IoT-based monitoring has created a great avenue for the smart water purifier players. The market has also witnessed attractive impetus from ceaseless advancement being made in software in smart water purifier systems.

Online Marketplaces.

One of the major benefits of trading on major marketplaces is the exposure they provide to a large client base. For example, Amazon has more than 100 Million Prime members – and many more customers who haven’t signed up for Prime, while China’s Alibaba has some 552 Million active users on its Tmall and Taobao marketplaces.

Trading on an online marketplace provides quick and easy access to an additional, well-established sales channel, which can expand customer base and help build the brand. Although the sale takes place via a third-party platform, brand identity will be achieved if customers purchase regularly and feel satisfied with the service..

If the business needs to expand into new global markets, the advantages of ecommerce marketplaces are especially imperative. For instance, Expanding into China, is a daunting prospect for a small, independent business, but dedicated platforms such as Tmall Global can help gain a foothold in the market without worrying about obstacles such as getting a Chinese business license.

Market Trends

Rising awareness of water-borne diseases

The rising awareness of waterborne diseases and government initiatives for clean and purified water supply are driving the water treatment system market.

Many campaigns are organized by the World Health Organization (WHO) to raise awareness among individuals about health and safety and waterborne disease. Such campaigns can also be seen as a good sign of market growth, as they are aimed at educating the population about the causes of illness.

The lack of access to safe drinking water is a global issue that affects all humanity and thus this triggered a global participation in developing newer treatment technologies that is affordable to the common man especially in the developing countries such as India and China.

Point-of-use water filtration systems can be implemented successfully to increase the efficiency of the everyday water use and to avoid waterborne diseases. Hence, growing awareness of waterborne diseases is raising worldwide demand for these systems.

Advances in water purifying technology

Due to the immensely high demand for safe and pure drinking water, innovative, sustainable, and energy-efficient water treatment technologies are being innovated almost daily.

Nanotechnology-based solutions, combinations of UV and UF treatment combinations, organic and biodegradable filtration solutions are some of the main technologies that have been developed. The advancements in water purifying technology is fuelling the growth of the segment.

Based on World Health Organization, there are an estimated 1.7 Billion cases of childhood diarrhoea disease every year as a result of lack of safe drinking water and sanitation. Researchers in India have recently come up with a solution to this problem with a water treatment system using nanotechnology.

This water treatment technology uses composite nanoparticles that emit silver ions which result in destroying contaminants. The researchers claim that this kind of water treatment systems using nanotechnology will have a vital role in the future water treatment system market.

Growing foodservice and hospitality industries

Water has an effect on the taste of food & beverages served at restaurants and cafes, which encourages them to maintain the taste and purity of water.

This will drive the penetration of filtration systems in cafes and restaurants. Moreover, it is ideal to use point of use systems with a single machine, a coffee machine for instance; however, many outlets use can a single PoU system to operate more than one machine.

This growth in the foodservice and hospitality sectors is expected to positively impact the installation of PoU water filtration systems in this sector.

Rising Population

Rising population is the major factor for large-scale urbanization across the emerging economies such as India, China and Indonesia, which in turn is leading to increased construction of residences, resulting in rising demand for PoU water treatment industry.

For instance, the population of India and China combined totals to around 3 Billion, which fuels the demand for safe and potable water which drives the adoption of PoU Water Filtration Systems. The affordability of these systems is also expected to augur well for the growth of the segment.

Varying quality of water

The prime challenge facing the market for point-of-use water treatment systems is the varying water quality available across a wide geographic area.

The chemical and physical properties of water vary from place to place, such as contamination by heavy metals, hard and soft water, etc. This means that key stakeholders need to either develop a universal water treatment solution or specific treatment solutions that target different geographic areas.

High Production and Maintenance Cost of Filters

Reverse osmosis filters are costly, as are ultra-violet filters. Technically trained manpower is required to achieve optimum design and comply with standard regulations, which in turn raises filter production costs. The maintenance cost of the water treatment systems at the point of use depends on the filters and the acquired technology.

RO water purification systems typically have higher operating costs as opposed to other systems. Such treatment filters require replacement to maintain the quality of the water output after three to six months. This raises the total cost of machine maintenance. Hence the high cost of filters is restricting market growth.

Industry Challenges

Availability of alternatives

Increasing adoption of alternative upcoming technologies having more efficiency and improved features such as PoE (Point of Entry) water filtration systems which is more efficient when compared with PoU (Point of Use) water filtration systems as it is durable and easy to maintain with larger units only needing replacement of its filters every 5-7 years, thus acting as a challenge pricking the growth of the segment.

As a consequence, in a bid to sell at lowest price in the market, companies try to use the least amount of resources in their manufacturing process to reduce costs. However, this works against the welfare of the consumer, as it sometimes leads to the production of low-quality products.

Competition with the Bottled Water Industry

Another major challenge to the Point-of-Use Water Treatment Systems market is the wide penetration of purified water bottle companies that also serve to solve the problem of unsustainable and toxic drinking water.

Locations such as Shanghai have an exacerbated problem with contaminating lead in drinking water. Bottled water thus appears to be the safer option than point-of-use water treatment systems as perceived by affected citizens.

After the Shanghai water crisis, many people say they don’t trust filter systems, but instead want bottled water to use them. So the level of confidence in these point-of-use water treatment systems was at an all-time low, especially when it was the right time, for an increase in demand for such systems.

Technology Trends

Technological advancements in PoU water filtration systems are also among the primary factors that are expected to fuel growth of the market, some of the emerging trends in the PoU water filtration systems market include

PoU systems goes digital

One of the latest developments or natural evolution of home PoU systems is the digitalisation of the technology: more connectivity, more data and giving consumers more information about their system and water.

In September, 2019 Xiaomi in India launched Mi Smart Water Purifier an hybrid water purifier (RO + UV) with an app that can give an exact picture of what’s happening inside the Purifier.

It enables user to monitor the water level in the tank, keep a track of the TDS (Total Dissolved Solids) level of the water inside, as well as the lifetime of each filter, in real-time. The Mi Water Purifier also comes with a DIY filter replacement design.

Water Filtration System with advanced technology

In June 2019, Havells water-purifiers provides absolute safety through 100% RO and UV Purification to ure safe and healthy drinking water. The product’s mineralz fortification technology balances pH level of purified water and re-mineralises it by adding naturally occurring essential minerals and salts.

Another major component of these water-purifiers is the revitalizer which restructures water molecules, making it biologically active and hence improves the bio-availability and absorption of water in the body.

Pricing Trends

The average cost of setting up a water purification system in residents is roughly around US$ 1,650. As this is an average price, the actual cost may vary depending on a variety of factors.

While some people can get a system installed in as less as US$ 750, some may have to shell out up to US$ 2,500.

A counter-top distillation unit can cost around US$ 150.However, as the capacity of the unit increases so does the cost. The cost of a large distiller can reach upwards of US$ 1,500.

The larger units of PoU Water Filtration units for residents can cost from US$ 4,000 to US$ 10,000

Point-of-Use (PoU) Water Filtration System	Price in US$
Average Cost	$ 1,650
Reverse Osmosis Filtration System	$150-$200
High-end units with UV treatment feature	$1,000
Counter-top Distillation Unit	$150-$1,500 (Depends on Volume)
Larger PoU Water Filtration Units	$4,000-$10,000

The cost of RO systems varies depending on the sophistication of the unit and the output. While some low-end units can be around US$150-US$200, some high-end units with multiple stages of purification or a UV treatment feature can easily cost upwards of US$ 1,000.

Regulatory Trends

Several Campaigns have been launched by Regional Governments of the Asian continent for providing clean and safe water to its citizens, some of which are

Nal se Jal scheme (India) aims to provide piped water connection to every household by 2024 was launched in 2019. Based on this scheme the water-related policy experts indicate per capita investment spending could range around US$ 105-118 for providing piped water access.

This would amount to the spending of at least US$ 74 – 83 Billion over FY20-25, and would be almost double of the spending on water and sanitation over FY14-19.

Water Ten Plan (China) sets out 10 general measures which can be broken down to 38 sub-measures with deadlines with responsible government departments identified for each action. In general, the plan covers the following four broad actions:

Control pollution discharge, promote economic & industrial transformation and save & recycle resources;
Promote science & technology progress, use market mechanisms and enforce law & regulations;
Strengthen management & ensure water environment safety; and
Clarify responsibilities & encourage public participation.

In the latest government budget for 2019, spending in water and soil pollution will increase by a strong 45.3% and 42.9%, reaching US$ 4.3 Billion and US$ 710 Million respectively.

The PAMSIMAS (Penyediaan Air Minum dan Sanitasi Berbasis Masyarakat or Community Based Drinking Water Supply and Sanitation) (Indonesia) program has helped Indonesia’s low-income rural and peri-urban population, spread across almost 23,000 villages, by providing improved water supply to 17.2 Million people, and access to better sanitation facilities for 15.4 Million people.

The central government of Indonesia contributed US$ 537.4 Million and the local governments across Indonesia supported through regional budgets, a sharing program (replication), support for the preparation of local action plans for water and sanitation sector all these help to ensure the project’s sustainability.

All the campaigns by the regional governments are aimed at providing safe and pure drinking water, which bodes well for the adoption of Point-of-Use (PoU) Water Filtration systems.

Market Size and Forecast

The market size of the Point-of-Use (PoU) Water Filtration Market in Asia is estimated to be worth US$ 8.7 Billion in 2019 and is projected to grow at a CAGR of 8.8% to reach a market size of US$ 14.43 Billion in 2025.

In terms of Volume, the Asian market contributed over 40% of the global volume totaling 240 Million units in 2019 and is expected to attain a growth of 8% to reach a volume of 381 Million units in 2025.

Market size based on technology

Based on technology, reverse osmosis systems lead the segment with a market share of 43.9% primarily owing to the extensive penetration of this technology and the hassle-free installation and usage, the reverse osmosis systems holds a market size of US$ 3.82 Billion in 2019 and in terms of volume, a total of 105.36 Million units of reverse osmosis systems were installed in 2019.

It is expected that the RO system is set to witness slowdown in growth and is expected to grow at a CAGR of 7.5% in the forecast period to be reaching a valuation of US$ 5.9 Billion in 2025.

PoU Water Filtration System Type (Technology)	Number of Units (Million 105.36 Units) in 2019
Reverse Osmosis	105.36
Distillation Technology	45.6
Disinfection Systems	40.8
Filtration Systems	43.2

Distillation technology is the second largest application and is estimated to witness a measured increase in terms of manufactured units during the forecast period, owing to affordable products coupled with better designs and other benefits.

Distillation technology constituted a market share of 19% and market size of US$ 1.65 Billion in 2019, in terms of volume, a total of 45.6 Million units of distillers is estimated to be installed in Asia in 2019. The distiller systems are expected to grow at a CAGR of 9.2% to reach a market size of US$ 2.8 Billion in 2025.

Disinfection systems technology is a mature established technology in the point of use water treatment systems market and is predicted to be valued at US$ 2.28 Billion by 2025 from a market size of US$ 1.48 Billion in 2019 positioned to grow at a rate of 7.5% from 2019 to 2025. In terms of volume, a total of 40.8 Million units of disinfection systems were shipped in 2019.

Filtration systems were valued at US$ 1.61 Billion in 2019, is also a mature technology in the point of use water treatment systems market and is expected to grow at a CAGR of 7.8% to reach a market size of US$ 2.53 Billion in 2025. On volume terms, a total of 43.2 Million units of Filtration systems were installed in Asia in 2019.

Market size based on Device Type

Based on Device Type, Tabletop pitchers point of use water treatment systems market was valued at US$ 3.57 Billion in 2019 and is predicted to be valued at USD 5.92 Billion by 2025 growing at a CAGR of 8.8%, mainly owing to affordability of the product coupled with convenience in use.

In terms of Volume, a total of 98.4 Million units of Tabletop pitchers were installed in 2019.

PoU Water Filtration System Type (Device-Type)	Number of Units (Million 105.36 Units) in 2019
Tabletop Pitchers	98.4
Faucet Mounted Filters	22.8
Countertop Units	76.8
Under the Sink	43.2

Faucet mounted filters are estimated to grow at 6.8% CAGR over the forecast period reaching a market size of US$ 1.24 Billion in 2025 from US$ 833 Million in 2019.

These filters find wide adoption especially in developing regions like India and South Africa. In terms of units, countertop units segment contributed over 22.8 Million in 2019.

Countertop units are extremely popular in Asian countries including China and South Korea, owing to the economical prices and larger capacity dispensed by these units.

The Countertop units accounted for a market share of 32% and market size of US$ 2.8 Billion in 2019 and are poised to grow at a CAGR of 9.1% to reach a market size of US$ 4.72 Billion in 2025. In terms of volume, the countertop units accounted for 76.8 Million units in 2019.

Under the sink segment accounted for 18% of the market and generated revenues to the tune of US$ 1.57 Billion in 2019 and is projected to grow at a CAGR of 8.9% to reach a market size of US$ 2.62 Billion in 2025. In terms of units, it constituted 43.2 Million units of the point of use water treatment systems market in 2019.

Market size based on Application

In terms of applications, the point of use water treatment systems market has been classified into residential and non-residential segments.

In 2019, non-residential segment was valued at US$ 6.27 Billion and is projected to reach over US$ 10.46 Billion by 2025 growing at a compounded growth rate of 8.9%. In terms of units, non-residential segment contributed 172.8 Million units in 2019.

The Residential segment accounted for a market size of US$ 2.01 Billion in 2019 and is poised to grow at 14.8% to reach a market size of US$ 4.6 Billion in 2025. In terms of volume, the residential segment contributed to 55.2 Million units in 2019.

PoU Water Filtration System Type (Application)	Number of Units (Million 105.36 Units) in 2019
Non-Residential	172.8
Residential	55.2

Market size based on country

India point of use water filtration market is likely to be valued at US$ 1.9 Billion by 2025. As of 2017, India is one of the largest markets owing to be the second most populated country in the world.

China point of use water filtration market was valued at US$ 1.98 Billion and is predicted to expand over US$ 2.47 Billion by 2025.

Indonesia point of use water filtration market is estimated to be worth US$ 380 Million in 2019 and is poised to reach a market size of US$ 637.3 Million in 2025.

Malaysian point of use water filtration market size is projected to be US$ 304 Million in 2019 and is expected to reach a market size of US$ 515.5 Million in 2025.

Market Outlook

The Asian point of use (PoU) water filtration market is estimated to be worth US$ 8.7 Billion in 2019 and is poised to grow at a CAGR of 8.8% to reach a market size of US$ 14.43 Billion in 2025.

In terms of units, Asian market contributed over 40% of the global volume totaling 240 Million units in 2019 and is expected to attain a growth of 8% to reach a volume of 381 Million units in 2025.

In terms of technology, the reverse osmosis systems held over 43% of the Asian point of use water treatment systems market share in 2019. Established technology coupled with economical costs of units in comparison to other technologies is predicted to have a positive impact the growth of point of use water filtration market by 2025.

Filtration methods technology segment is projected to be valued at US$ 1.91 Billion by 2025 in point of use water treatment systems market. Higher performance, enhanced capacity and competitive pricing are expected during the forecast period to stimulate market growth.

The water filtration systems market segment of tabletop pitchers was valued at USD 3.57 Billion in 2019, and is likely to be valued at USD 6.22 Billion by 2025. Tabletop pitchers are widely adopted because of their convenient use coupled with affordable price and longer product shelf life.

In the devices segment, faucet mounted filters are the second largest with 54.6 Million units sold in 2019. This segment has large scale penetration in India and Indonesia mainly due to its affordable pricing and low replacement costs.

Technology Roadmap

The technological advancements in the PoU water filtration market in Asia is promising with larger companies focusing on Research & Development Activities to develop PoU water filtration systems that are advanced in terms of the technology on which they are built and available at reduced cost as the region is basically price-sensitive.

Thus, an opportunity arises for the Market players in the challenge through navigating the segment by offering technologically advanced product at the lowest possible cost with enhanced customer satisfaction.

The market players have started offering hybrid water filtration systems that combines the technologies such as Reverse Osmosis (RO) and Ultra-Violet (UV) Filtration techniques. Many new products are on the pipeline for launch in the market, which has incorporated, evolving technologies such as Ultra Filtration (UF) and Nano Filtration (NF).

Distribution Chain Analysis

The retail stores, direct sales, and online channels are the distribution channels adopted by market players in the PoU water filtration market.

In 2019, the segment of retail stores held a major market share for PoU water filtration market of 73.8% compared to others. This was attributed to higher consumer affinity towards physical stores, as they are perceived to be safe and allow consumers to try the product before buying.

In addition, retail stores have the added advantage of instant gratification, which further enhances its popularity.

Online channel is trending in the PoU water filtration market, with increasing digital literacy and increasing e-commerce awareness among the various end-users. Vendors in the market for portable water filters focus on selling their Technologies through the online distribution channel.

Competitive Landscape

The market for point of use water filtration systems is highly competitive and largely fragmented owing to the presence of global as well as local players competing for the market share.

Coway, ChungHo Nais, Unilever (Pureit), Amway, SK Magic, AO Smith, Midea Group and Cuckoo are the key players in the Point of Use (PoU) Water Filtration Market in Asia.

Competitive Factors

In the point-of-use water treatment systems market, manufacturers pay close attention to developments in the water purifier business, and formulate new business strategies to strengthen their market position. Companies invest heavily in research and development to increase their adoption by introducing innovative designs along with enhanced capacity.

Recent Market Developments

In September 2019, Xiaomi in India launched Mi Smart Water Purifier an hybrid water purifier (RO + UV) with an app that can give an exact picture of what’s happening inside the Purifier. It enables user to monitor the water level in the tank, keep a track of the TDS (Total Dissolved Solids) level of the water inside, as well as the lifetime of each filter, in real-time.The Mi Water Purifier also comes with a DIY filter replacement design.

In January 2019, AO Smith, the maker of premium water purifiers expanded its operations to 46 cities in India.

In December 2018, Amway launched its espring water treatment system in China which uses ultraviolet light to destroy any bacteria present in water after it leaves the carbon filter.

Key Market Players

Coway Co., Ltd. (South Korea) manufactures and distributes household appliances. The Company produces water purifiers, air purifiers, and other related products. Coway also produces bidets, water softeners, mattresses, clean washers, and other living care products.

ChungHo Nais (South Korea) is an enterprise manufacturing water purifier, air purifier, bidet and softener etc.mainly focusing on water and air cleaning appliance. Chung Ho Nais Co., Ltd. was founded in 1994. The company’s line of business includes manufacturing service industry machinery.

Unilever-Pureit (India) is the Indian subsidiary of Unilever PLC. Pureit is the world’s most advanced range of in-home water purifiers. Pureit is breakthrough innovation designed by Hindustan Unilever and it provides complete protection from all water-borne diseases, unmatched convenience and affordability.

SK Magic Co., Ltd (South Korea) operates as a home appliances manufacturing company. The Company produces and sells dish washers, steam ovens, microwaves, gas cookers, water purifiers, air purifiers, and other products. SK Magic conducts businesses across worldwide.

A. O. Smith Corporation (USA) is a manufacturer of both residential and commercial water heaters and boilers and the largest manufacturer and marketer of water heaters in North America.It also supplies water treatment products in the Asian market. The company has 24 locations worldwide, including five manufacturing facilities in North America, as well as plants in Bengaluru in India, Nanjing in China and Veldhoven in The Netherlands.

Midea Group (China) is a electrical appliance manufacturer, headquartered in Beijiao town, Shunde District, Foshan, Guangdong and listed on Shenzhen Stock Exchange. Midea Group Co., Ltd. manufactures, markets and installs household electrical appliances, compressors and components. Midea also provides services in information technology, corporate investment consultation, software and hardware development, property management and corporate engineering supports. Midea Group provides its products worldwide.

Cuckoo Holdings Co.,Ltd (South Korea) manufactures and distributes electric home appliances. The Company produces electronic pressure cookers, humidifiers, vacuum cleaners, and air purifiers. Cuckoo Holdings markets its products throughout South Korea.

Strategic Conclusion

The rising awareness about the quality of water they consume among the population, particularly among the millennials of Asia is driving the adoption of PoU Water Filtration systems, The PoU water filtration systems owing to their affordability and easy maintenance are gaining a strong foothold in the Water Purifier Market.

However, the growth of the market is affected by the availability of alternatives such as bottled water and Point of Entry (PoE) water filtration systems.

Though growth bottlenecks exist in the market, there appears positive vibes among consumers in the Asian Market mainly being a price-sensitive market and finds PoU water filtration system as a perfect fit for the demography due to its affordability and incorporation of advanced technologies in these systems and hence a plethora of opportunities exist for the market but with tough challenges in the market.

References

Appendix

SMEs – Small & Medium Enterprises
PoU – Point of Use
PoE – Point of Entry
RO – Reverse Osmosis
UF – Ultra Filtration
R&D – Research & Development
IoT – Internet of Things
WHO – World Health Organization
NF – Nano Filtration