ASEAN Water Purifier Market By Mode (POU, POE), By Type (Under Sink, Counter Top, Faucet Mount, Others), By Technology (RO, UF, UV, Media, Others), By Sales Channel (Distributor, Direct, Retail, Plumber/Contractor, Online) By Country, By Competition Forecast & Opportunities, 2019-2029F

Market Overview

The ASEAN Water Purifier Market

Water quality is a significant issue in Thailand, where surface water sources frequently suffer from pollution due to inadequate drainage from households, tourist spots, industrial sites, and agricultural activities. A 2021 report indicated that 44% of surface water sources in Thailand had only fair water quality, with just 2% classified as very good. The main pollutants include domestic sewage, industrial waste, and agricultural runoff. Key water quality issues in Thailand's rivers include depleted dissolved oxygen, fish kills, high levels of ammonia nitrogen, elevated coliform bacteria, and eutrophication. Approximately 43 million people in Thailand consume contaminated water, which poses risks of diseases such as diarrhea, typhoid, and dysentery.

Key Market Drivers

Water Quality and Health Concerns

One of the primary drivers of the ASEAN Water Purifier Market is the increasing awareness and concern regarding water quality and its direct impact on public health. Waterborne diseases are a significant threat in the region, with cases of diarrhea, cholera, and other water-related illnesses remaining a concern. As a result, consumers, governments, and organizations are placing a higher emphasis on ensuring access to safe and clean drinking water.

The 2023 UN World Water Development Report highlights that, although the percentage of the global population with access to safely managed drinking water services has increased from 70% to 74%, significant disparities remain both regionally and within regions. Approximately 844 million people globally still lack access to safe water, with about 110 million residing in Southeast Asia.

Urbanization and Population Growth

The rapid urbanization and population growth in ASEAN countries are another significant driver of the water purifier market. As more people move to cities and urban areas, the demand for clean drinking water is escalating. Urban centers often face challenges in maintaining the quality of their water supply due to increased pollution and higher population density.

The growing urban population and the expansion of residential and commercial infrastructure are driving the need for water purifiers. In urban settings, water treatment plants may struggle to keep up with the demand, resulting in water quality issues. This has led to a surge in the adoption of water purifiers for households and businesses to ensure a consistent supply of purified water.

Government Initiatives and Regulations

Government initiatives and regulations play a pivotal role in shaping the ASEAN Water Purifier Market. Many ASEAN countries have recognized the importance of providing access to clean and safe drinking water as a fundamental right. In response, governments are implementing various policies and regulations to improve water quality and sanitation.

The NSF/ANSI 401 standards, established by the USA's National Sanitation Foundation (NSF), are the sole benchmarks for assessing the microplastic reduction capabilities of water filtration systems. Certified systems are proven to effectively remove fine particles between 0.5 and 1 micrometer in size, including microplastics. Coway’s NanoTrap water purifiers, including 26 direct-flow models and 3 NanoTrap filters, have received certification from the Water Quality Association (WQA) for meeting NSF/ANSI 401 standards. For example, the Icon Water Purifier (CP-7211N) achieves over 99% particle reduction efficiency, demonstrating Coway's strong commitment to ensuring water safety.

Technological Advancements and Product Innovation

Technological advancements and product innovation represent a key driver in the ASEAN Water Purifier Market. As technology continues to evolve, water purification systems are becoming more efficient, cost-effective, and user-friendly. Consumers are increasingly demanding high-performance, low-maintenance solutions that provide superior water quality.

Additionally, there is a growing focus on sustainability and energy efficiency. Water purifier manufacturers are developing eco-friendly systems that reduce water wastage and energy consumption, aligning with the global trend toward environmentally responsible products. These innovations not only enhance the overall performance of water purifiers but also make them more attractive to environmentally conscious consumers.

Key Market Challenges

Economic Disparities and Affordability

One of the primary challenges in the ASEAN Water Purifier Market is the economic disparity within the region. ASEAN countries vary widely in terms of economic development, and income levels across the region can differ significantly. This economic divide can affect the affordability of water purifiers for many consumers.

Infrastructure and Water Supply Variability

The quality and reliability of the water supply infrastructure in ASEAN countries can vary greatly, posing a challenge for the water purifier market. While urban areas may have relatively robust water treatment and distribution systems, rural and remote regions often face issues with water supply variability and quality.

Regulatory Challenges and Quality Standards

Regulatory challenges in the ASEAN Water Purifier Market are a significant concern. While government initiatives can be drivers of market growth, regulatory complexities and inconsistencies across the region can pose obstacles for manufacturers and distributors. Different countries within ASEAN may have varying water quality standards and certification requirements for water purifiers.

Technological Adaptability and Education

While technological advancements are a driver of the ASEAN Water Purifier Market, they also present challenges. The rapid pace of innovation can make it difficult for consumers to keep up with the latest developments in water purification technology. As a result, there may be a lack of awareness and understanding of the found at options and the benefits of using advanced water purifiers.

Moreover, while urban areas are more likely to embrace technology and innovation, rural and less developed regions may have limited access to electricity or internet connectivity, which can affect the adoption of technologically advanced water purification solutions. Adaptability and scalability of technologies are crucial to ensure that a broad spectrum of consumers can benefit from improved water quality.

Key Market Trends

Increasing Emphasis on Sustainable and Eco-Friendly Solutions

A prominent trend in the ASEAN Water Purifier Market is the growing emphasis on sustainability and eco-friendliness. With increasing awareness of environmental issues and the importance of reducing one's carbon footprint, consumers in the region are seeking water purifiers that not only provide clean and safe drinking water but also align with their environmental values.

Energy EfficiencyManufacturers are working to create energy-efficient purification systems. This includes the use of low-power components, such as energy-efficient pumps and motors, and the integration of smart technology that optimizes the system's performance and minimizes energy consumption.

Adoption of Advanced Filtration Technologies

Advanced filtration technologies are gaining popularity in the ASEAN Water Purifier Market as consumers seek higher levels of water purity and contaminant removal. These advanced technologies offer enhanced filtration capabilities, providing cleaner and healthier drinking water. Some key trends in this category include

NanotechnologyNanotechnology is being harnessed to develop advanced filtration materials that can capture even smaller particles and impurities. This innovation is contributing to improved water quality and extended filter lifespans.

Smart and Connected Water Purifiers

The integration of smart technology and connectivity features is a notable trend in the ASEAN Water Purifier Market. Consumers are increasingly looking for water purification systems that offer convenience, real-time monitoring, and control. Key developments in this area include

IoT-Enabled PurifiersInternet of Things (IoT) technology is being integrated into water purification systems. IoT-enabled purifiers can automatically adjust their settings based on water quality data and user preferences, ensuring optimal performance.

Customization and Modular Design

Personalization and modular design are increasingly prevalent trends in the ASEAN Water Purifier Market. Consumers are looking for water purification solutions that can be tailored to their specific needs and preferences. This trend is evident in several ways

Water Quality TestingSome water purifiers come with integrated water quality testing capabilities, allowing users to assess the specific contaminants present in their water source. This information guides the selection of appropriate filtration technologies.

Segmental Insights

Mode Insights

Point-of-Entry (POE) water purification systems are gaining traction as a significant segment in the ASEAN water purifier market. These systems are designed to treat water at the entry point of a building or facility, providing purified water to all outlets within the premises, including taps, showers, and appliances. The growing popularity of POE systems is driven by several factors.

Rapid urbanization and industrialization across ASEAN countries are straining existing water infrastructure, leading to increased demand for robust water treatment solutions. POE systems provide a practical solution for addressing water quality issues on a larger scale.

Type Insights

The Under Sink water purification segment is witnessing notable growth in the ASEAN Water Purifier Market. This segment involves installing water purifiers directly beneath the kitchen sink, which provides a convenient and space-saving solution for ensuring clean drinking water. The rising popularity of Under Sink systems is attributed to several factors. T

Increasing consumer awareness about water quality and health has driven demand for reliable home water purification solutions. Under Sink systems cater to this demand by providing a dedicated filtration setup that delivers high-quality water directly from the tap.

Regional Insights

Indonesia is rapidly establishing itself as the dominant region in the ASEAN water purifier market, driven by several pivotal factors. As the largest and most populous country in Southeast Asia, Indonesia presents a substantial consumer base with increasing demand for clean and safe drinking water. The country's growing population, coupled with heightened awareness about water quality and health, has spurred significant interest in water purification solutions.

Additionally, government initiatives and regulations aimed at improving public health and water safety are contributing to market growth. Various programs and policies promoting access to clean drinking water are encouraging both residential and commercial adoption of water purifiers.

Recent Developments

In 2024, Unilever has announced that it has agreed to sell its water purification business, Pureit, to A. O. Smith, a prominent global water technology company. This acquisition will bolster A. O. Smith's position as a leading global provider of premium water treatment products, significantly increasing its market presence in South Asia. The deal aligns with A. O. Smith’s corporate strategy by enhancing its premium product offerings and distribution network. The transaction is subject to standard closing conditions, and Unilever will continue to oversee the business until the deal is finalized.

In 2024, Panasonic Corporation launched a new Water Purification System in Indonesia. This innovative model uses Panasonic's proprietary technology to remove iron from well water. Additionally, the company announced to introduce a Water Softener that converts hard water into soft water. Panasonic plans to integrate these new products with its existing well water pumps and electric showers.

In 2023, Urban Company, Asia’s home services platform, has launched a new line of smart RO water purifiers under its sub-brand, Native. The Native M1 and M2 models are designed to provide clean and safe drinking water for households, featuring advanced technology and high-quality filters that distinguish them in the market.

Key Market Players

• Coway Co. ltd.
• Unilever PLC
• Cuckoo Electronics Co., Ltd.
• Sharp Corporation
• Karofi Group Joint Stock Company
• A.O. Smith Corporation
• Panasonic Corporation
• ABB Ltd
• Amway Corp.
• Koninklijke Philips N.V.