MARKET INTELLIGENCE . CONSULTING
www.techsciresearch.com
2015 – 2026
ASEAN WATER PURIFIER MARKET
FORECAST AND OPPORTUNITIES
Published: November 2020
© TechSci Research2© TechSci Research 2
Table of Contents
S. No. Contents
1. Product Overview
2. Research Methodology
3. Executive Summary
4. Voice of Customer
4.1. Product Pricing Satisfaction Level
4.2. Factors Influencing Purchase Decision
4.3. Brand Awareness (Unaided / Aided)
4.4. Unmet Needs
5. Impact of COVID-19 on ASEAN Water Purifier Market
6. ASEAN Water Purifier Market Outlook
6.1. Market Size & Forecast
6.1.1. By Value & By Volume
6.2. Market Share & Forecast
6.2.1. By Product Type (Under Sink, Counter Top, Faucet Mount & Others {Tankless, Smart Purifiers etc.})
6.2.3. By Sales Channel (Retail, Distributor and Others)
6.2.4. By Country
6.2.5. By Company (2019)
6.3. Product Map (By Product Type, By Sales Channel, By Country)
7. Vietnam Water Purifier Market Outlook
7.1. Market Size & Forecast
7.1.1. By Value & By Volume
7.2. Market Share & Forecast
© TechSci Research3© TechSci Research 3
Table of Contents
S. No. Contents
7.2.1. By Product Type
7.2.2. By Sales Channel
8. Indonesia Water Purifier Market Outlook
8.1. Market Size & Forecast
8.1.1. By Value & By Volume
8.2. Market Share & Forecast
8.2.1. By Product Type
8.2.2. By Sales Channel
9. Philippines Water Purifier Market Outlook
9.1. Market Size & Forecast
9.1.1. By Value & By Volume
9.2. Market Share & Forecast
9.2.1. By Product Type
9.2.2. By Sales Channel
10. Singapore Water Purifier Market Outlook
10.1. Market Size & Forecast
10.1.1. By Value & By Volume
10.2. Market Share & Forecast
10.2.1. By Product Type
10.2.2. By Sales Channel
© TechSci Research4© TechSci Research 4
Table of Contents
S. No. Contents
12. Myanmar Water Purifier Market Outlook
12.1. Market Size & Forecast
12.1.1. By Value & By Volume
12.2. Market Share & Forecast
12.2.1. By Product Type
12.2.2. By Sales Channel
13. Cambodia Water Purifier Market Outlook
13.1. Market Size & Forecast
13.1.1. By Value & By Volume
13.2. Market Share & Forecast
13.2.1. By Product Type
13.2.2. By Sales Channel
14. Market Dynamics
14.1. Drivers
14.2. Challenges
15. Market Trends and Developments
16. Competitive Landscape
17. Strategic Recommendations
18. About Us & Disclaimer
© TechSci Research5© TechSci Research 5
PRODUCT OVERVIEW
© TechSci Research6© TechSci Research 6
Scope of ReportProduct of Interest (POI): Water Purifier
Review Period
2015 – 2018
Base Year
2019
Estimated Year
2020
Forecast Period
2021 – 2026
Year Range
WATER PURIFIER MARKET
SALES CHANNEL
• Retail
• Distributor
• Others
COUNTRY
• Indonesia
• Vietnam
• Singapore
• Philippines
• Myanmar
• Cambodia
• Others (Brunei, Laos,
Thailand, Malaysia )
Market Segmentation
PRODUCT TYPE
• Counter Top
• Under Sink
• Faucet Mount
• Others (Tankless, Smart
Purifiers etc)
A water purifier is a device used for removing unwanted chemicals and biological contaminants from water obtained
from water bodies such as rivers, lakes etc to produce pure drinking water, which is fit for human consumption or for
industrial use. Based on type, water purifier can be classified into counter top, under sink, faucet mount and Others.
7© TechSci Research 7
Water purifiers are segmented based on function and technology used such as RO, UF, UV, media, membrane etc.
Water purifiers are categorized into ‘point of use’ and ‘point of entry’. Point of use (POU) water purifiers are those
which can be directly installed at the tap water supply point, whereas, point of entry (POE) water purifiers are
installed at main water supply.
Water Purifiers
Based on Technology
Membrane Based Water
Purifiers
Ultrafiltration (UF) Water
Purifiers
Reverse Osmosis (RO) Water
Purifiers
Nanofiltration (NF) water Purifiers
Ultraviolet Based Water Purifiers
Media Based Water Purifiers
Scope of ReportProduct of Interest (POI): Water Purifiers
© TechSci Research8© TechSci Research 8
RESEARCH METHODOLOGY
9© TechSci Research 9
Research Methodology
✓ Identifying Key Opinion
Leaders
✓ Questionnaire Design
✓ In-depth Interviews
Data Collection
Developing list of respondents
Formulating Questionnaire
Market Profiling
Data Validation
Data Analysis
In-depth secondary research was conducted to
determine top players in the ASEAN Water Purifier
market, overall market size and segmental market size.
In order to conduct industry experts’
interviews, TechSci formulated a detailed
discussion guide.
List of industry players and industry
specialists was developed.
TechSci conducted interviews with
industry experts and industry players for data collection and
verification.
Data obtained as a result of primary and secondary research was
validated through rigorous
triangulation.
The data was scrutinized using MS-Excel, statistical
tools and internal proprietary database to obtain qualitative and
quantitative insights about the ASEAN Water Purifier
market.
Data
Collection
Data Filter
& AnalysisResearch &
Intelligence
Actionable
InsightsBusiness
Solution
Primary Research Desk Research Company Analysis
✓ Recent Developments
✓ Market Changing
Aspects/Dynamics
✓ Government Policies
✓ Final Conclusion
✓ Market Participants
✓ Key Strengths
✓ LinkedIn✓ TechSci Internal
Database
✓ Factiva✓ Hoovers
Paid Sources
✓ Company Websites✓ Company Annual
Reports✓ White Paper Study✓ Financial Reports✓ Investor
Presentations✓ Regulatory Body✓ Associations, etc.
Secondary Research
Primary Research
10© TechSci Research 10
Research Methodology
Baseline Methodology
Our dedicated team of industry experts has monitored and analysed various aspects of ASEAN water purifier market. The team has analysed the
outlook of various segments of this market, while considering the major influencing factors such as rising health awareness in the country and water
pollution. The study includes market forecasting, which would enable our clients to take better decisions while planning their strategy to achieve
sustainability in ASEAN water purifier market.
Methodology Followed for Calculation of Market Size:
• Market Size by Value: Market size, in terms of value, for the year 2019 was calculated based on information collected through exhaustive
secondary research and primary surveys, with various key opinion leaders/stakeholders, such as water purifier manufacturers and suppliers, channel
partners, market influencers & end users, industry experts, and other industry participants.
• The team interviewed 12 - 15 Water Purifier manufacturers, suppliers and distributor companies, 30 – 40 channel partners, 80 – 100 end users, and
10 – 15 industry experts and other value chain stakeholders in the ASEAN water purifier market to obtain insights and market size data, which was
further validated by Delphi technique. Taking standard deviation into consideration, the market size was averaged out, to arrive at the market size
data during 2015-2026F.
• Respondents were asked about the current and future market growth rates, market shares by product type, by sales channel, by country and by
company. Removing the outlier responses, the geometric mean of growth estimates and supplier wise revenue shares generated across various
segments were considered, to arrive at the final revenue shares.
11© TechSci Research 11
Research Methodology
Revenue shares generated across various segments were further triangulated from other stakeholders.
Methodology Followed for Calculation of Market Shares:
Market shares by product type, by sales channel, by country and by company were calculated based on the responses received through primary
surveys with industry experts, in which the respondents were asked about the market shares or revenue generated from various segments of Water
Purifier market. The final shares were calculated by taking the geometric mean of the responses gathered from key opinion leaders after eliminating
the outliers.
Methodology Followed for Forecasting:
• TechSci Research performed periodical checks on data collected through the surveys with logic checks and analyzed the survey results in
SPSS/Tableau Software.
• Data triangulation techniques were applied to fill the gaps and to present a more meaningful picture of the market. To forecast ASEAN Water
Purifier market, TechSci Research used various forecast techniques such as:
✓ Moving Average
✓ Time Series Analysis
✓ Regression Analysis
✓ Econometric and Judgmental Analysis
12© TechSci Research 12
Research Methodology
TechSci Research used its own forecast tool, which is based on the growth of various allied industries in respective countries. TechSci Research also
used the impact analysis during short, medium and long term period to estimate the demand and to reach accurate market numbers. It should be
noted that the figures compiled are only for the organized market including market share data. The currency used in the report is the United States
Dollar (USD), with the market size indicated in USD million.
Partial List of Companies Interviewed Key Secondary Sources
• Karofi Group Joint Stock Company
• Koninklijke Philips N.V.
• The Kangaroo Group
• A.O. Smith Corporation
• Unilever PLC
• Coway Co. Ltd.
▪ World Bank
▪ TechSci Research Proprietary Database & Knowledge
Repository
▪ Company Annual Reports
▪ Industry Magazines
▪ Industry Reports
▪ News Dailies
▪ Credible Paid Databases
13© TechSci Research 13
Industry Brief
According to TechSci Research report, “ASEAN Water Purifier Market By Product Type (Under Sink, Counter Top, Faucet Mount &
Others {Tankless, Smart Purifiers etc.}), By Sales Channel (Retail, Distributor and Others), By Country (Indonesia, Vietnam,
Philippines, Singapore, Myanmar, Cambodia), Competition, Forecast & Opportunities, 2026”, ASEAN water purifier market was
valued USD 2402.74 Million in 2019 and is expected to grow at CAGR of 7.22% during the forecast period. Anticipated growth in the
market can be attributed to deteriorating ground and surface water quality, increasing urbanization & industrialization, coupled with
rising concern about increasing incidence of water borne diseases across the country. Furthermore, growing popularity of water
purifiers among the population coupled with increasing consumer spending are positively impacting the growth of market.
Additionally, increase in spending by the key players, technological advancements and new product launches are expected to further
propel the growth of market until 2025. However, stiff competition from foreign players and surging demand for packaged water bottle
can hamper the growth of the water purifier market through 2026.
RO, UF and media are the key technologies used for water purification in the ASEAN region. In 2019, RO technology accounted for
the largest share in the region’s market due to its property of effectively removing impurities, germs and dissolved salts from water.
Additionally, the TDS levels in the ASEAN region are high, which makes end users procure RO water purifiers as they give better
results as compared to other available technologies.
ASEAN water purifier market is segmented based on product type, sales channel and country. Based on the product type, under sink
led the market in 2019 and the trend is likely to continue until 2026 as these types of water purifier are economic and require less
space when compared with other counterparts.
In terms of sales channel, retail acquired market share of 65.95% in 2019 and the trend is likely to continue through 2026. Retailers
allows customers to try product before purchasing and high affinity towards physical store is another reason for the dominant share of
retail.
Major players operating in the ASEAN Water Purifier market are Karofi Group Joint Stock Company, The Kangaroo Group, Unilever
PLC, A.O. Smith Corporation, Coway Co. Ltd., Panasonic Corporation, Koninklijke Philips N.V., Xiaomi Corporation, Novita SG Pte
Ltd., and Brita GmbH. After-sales service and product portfolio are the key factors for selecting brand for water purifier. Improved
after-sales service can help company to gain trust and improve customer relationship.
“Vietnam is the largest country in the ASEAN water purifier market and is expected to continue its dominance during the forecast
period. The dominance of the country is primarily attributed to the growing industrialization along with the rising concerns regarding
ill-effects of consuming poor-quality water. Imports play a significant role in fulfilling the demand for water purifiers in Vietnam.
Majority of water purifier companies operating in the country are importing water purifier systems from Asian markets, especially
China.,” said Mr. Karan Chechi, Research Director with TechSci Research, a research-based ASEAN management consulting firm.
14© TechSci Research 14
Sample Data - Snapshot
ASEAN Water Purifier Market Size, By Value (USD Million), 2015-2026F
2015 2016 2017 2018 2019 2020E 2021F 2022F 2023F 2024F 2025F 2026F
Value (USD Million)
CAGR 2015-2019By Value: xx%
CAGR 2020E-2026FBy Value: xx%
Vietnam Water Purifier Market Share, By Product Type, By Value, 2015-2026F
2015 2016 2017 2018 2019 2020E 2021F 2022F 2023F 2024F 2025F 2026F
Under Sink 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00%
Counter Top 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00% 10.00%
Faucet Mount 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00%
Others 40.00% 40.00% 40.00% 40.00% 40.00% 40.00% 40.00% 40.00% 40.00% 40.00% 40.00% 40.00%
Vietnam Water Purifier Market Share, By Sales Channel, By Value, 2015-2026F
2015 2016 2017 2018 2019 2020E 2021F 2022F 2023F 2024F 2025F 2026F
Retail 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00% 20.00%
Distributor 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00% 30.00%
Others 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00% 50.00%
15© TechSci Research 15
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Report Name: ASEAN WATER PURIFIER MARKET
FORECAST AND OPPORTUNITIES,
2015 – 2026
About Us & Disclaimer
TechSci Research is a global market research and consulting company with offices in the US, UK and India. TechSci Research provides market research reports in number of areas
to organizations. The company uses innovative business models that focus on improving productivity, while ensuring creation of high-quality reports. The proprietary forecasting
models use various analyses of both industry-specific and macroeconomic variables on a state-by-state basis to produce a unique ‘bottom-up’ model of a country, regional and
global industry prospects. Combined with the detailed analysis of company activity and industry trends, the result is a uniquely rich evaluation of the opportunities available in the
market.
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The contents of this report are based on information generally available to the public from sources believed to be reliable. No representation is made that it is timely, accurate or
complete. TechSci Research has taken due care and caution in compilation of data as this has been obtained from various sources including which it considers reliable and first hand.
However, TechSci Research does not guarantee the accuracy, adequacy or completeness of any information and it is not responsible for any errors or omissions or for the results
obtained from the use of such information and especially states that it has no financial liability whatsoever to the subscribers / users of this report. The information herein, together
with all estimates and forecasts, can change without notice. All the figures provided in this document are indicative of relative market size and are strictly for client’s internal
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