Introduction

The demand for at-home drinking water filtration systems has been growing globally, In 2018 the global home water filtration market was valued at USD 8.6 billion and was expected to reach USD 11.48 billion by 2020 (grand view research, 2019) 

The Irish market appears to be mirroring the global trend, a fact which is only verified when viewing Google Trends. Searches for “water filters” along with other related keywords have been steadily increasing over the past 5 years.

What are the factors driving the market demand in Ireland?

Health factors

Bord Bia research has found that 88% of Irish people recognise the importance of eating well (Slawski, 2019)

The human body is made up of approximately 70% water, whereas our blood is somewhere in the region of 85% water. The Harvard Medical School Special Health Report noted the many important bodily functions of water, such as:

carrying nutrients and oxygen to your cells, flushing bacteria from your bladder, aiding digestion, preventing constipation, normalizing blood pressure, stabilizing the heartbeat, cushioning joints, protecting organs and tissues, regulating body temperature, maintaining electrolyte (sodium) balance. Giving your body enough fluids to carry out those tasks means that you're staying hydrated” (Harvard Health Publishing, 2020)

The purity of our drinking water is therefore of paramount importance. We need access to a clean water supply, free from contaminants, one which does not pose a health risk, unfortunately, there is not always access to such. 

A growing number of people are becoming aware of and concerned about the potential of harmful contaminants being present in their water supply due to water boil notices and water being deemed unsafe to drink in certain parts of the country at various times over these past years.

The European Commission decided to refer Ireland to the Court of Justice of the European Union for failure to comply with the requirements of the Drinking Water Directive due to the level of the chemical substance trihalomethanes (THMs) in drinking water exceeding the parametric value established in the Drinking Water Directive in a number of water supply zones across the whole country. Trihalomethanes are toxic compounds which occur as a result of a reaction between organic materials and the chemical chlorine when added as a disinfectant, exposure to such has been linked as the cause of many serious health issues (Representation in Ireland, 2021).

In 2019 more than 650,000 Irish people were affected by 67 boil water notices. The Environmental Agency's latest annual report has stated that 52 treatment plants supplying water to over one million people are vulnerable to failure (Environmental Protection Agency, 2019, pp. 9 - 17).

The increase in water boil notices, although anecdotal in nature it could be argued that concerns over sanitation in this country have contributed to the increase in popularity of bottled water, as highlighted by the grocery analyst Kantar’s 2017 Republic of Ireland TGI study which shows that 63% of all adults, or 2.4 million of us, drink bottled water (Adworld, 2017). Sales of bottled water are growing faster than sales of soft drinks, according to the same study we spend over €76.5m per year on bottled water. 

Substituting bottled water for tap water does not eliminate all potential health issues, as the leaching of chemicals from the plastic bottle into the water has been linked to all manner of serious health issues (USA Today).

Also, plastic bottles are not fit for reuse, as plastic is by nature porous, so if reused is likely to be contaminated with bacteria. 

Due to the internet, and access to and sharing of information, People are becoming increasingly aware of the dangers associated with the consumption of water from a plastic container which is likely further driving demand for water filtration systems.

How does an at-home drinking water filtration systems meet the market demand of the health-conscious?

An at-home drinking water filtration system provides the customer with peace of mind, by providing an extra layer of protection against the possible presence of any unwanted contaminants in the water supply, all whilst improving both taste and odour and by removing the need to purchase plastic bottled water.

According to a report by the research firm Euromonitor, Ireland's health and wellness sector was valued at €2 billion and was expected to reach a whopping €2.3 billion by 2020.  This shows that Irish people are willing to make an investment in their health as does the iReach survey commissioned by the IHTA which found that:

71% of Irish people buy vitamins, minerals and other food supplements all year round, with 73% of those regular consumers doing so to “maintain and improve ongoing adult health” (Health Stores Ireland, 2020)

Financial factors

People are becoming more financially aware, the people of Ireland 2020 financial new year resolution was to save more, spend less and pay down debt. 55% of people think now is a good time to save, with the percentage of people who are saving regularly steadily increasing from 46% in the fourth quarter of 2019, to 51% in the second quarter of 2020 (bank of ireland, 2019)

Bottled water is estimated to be around 2000 times more expensive than tap water and is purchased weekly by 43% of Irish households (Pope, 2016). If you were to buy just one bottle a day, with the average bottle of water in a shop costing €1.43, it would amount to a staggering €521.95 annual expenditure. An at-home water filtration system offers a low-cost alternative to bottled water. 

How would an at-home water filtration system satisfy the needs of the financially conscious?

The investment in a water filtration system for the home would provide a healthier and environmentally friendly alternative to bottled water, in addition to representing a significant saving over the life cycle of the product.

Irish people are becoming more financially conscious, with a more long-term view with retirement in mind, and as a result are planning to save more, spend less, pay off debt (Bank of Ireland, 2019). The savings to be made over the life cycle of the product would appeal to people as a result.

Environmental factors

There are more than 8 million tons of plastic dumped in the ocean every year causing all manner of environmental issues and plastic bottles account for a large percentage of this. In addition, it requires roughly 6 times as much water to produce the bottle as there is in the container (Plastic Oceans, 2020)

Setting aside the health and cost issues associated with bottled water, the issue of single use plastic is a growing concern for many Irish people who seek to be part of the solution versus the problem:

“91% of Irish adults are concerned about the issue of sustainability, with 64% more concerned about climate change now than they were 12 months ago. Some 83% believe that climate change will impact on them in their lifetime” (Bank of Ireland, 2019)

 “Thirty-two percent of our survey respondents say they choose sustainable products to help protect the environment, 49% look for products with environmentally-friendly packaging, and 52% avoid the use of plastic when they can” (Pwc, 2019, p. 24)

“41% of Irish consumers are prepared to pay a premium for sustainable products” (Pwc, 2019, p. 3) 

How will the product meet the market demand of the environmentally conscious?

An at home water filtration system provides a healthy, low cost alternative to single use plastic bottled water and in the process eliminates any of the environmental concerns and issues associated with such. Not only does the purchasing of such benefit a persons health and wallet, it will also massively benefit the environment.

Irish people are becoming increasingly environmentally conscious as is illuminated by the fact that “41% of Irish consumers are prepared to pay a premium for sustainable products” (Pwc, 2019, p. 3). Therefore, the initial cost of an at home water filtration system is not an issue when weighted against the environmental issues caused by single use plastic bottled water not even taking into consideration the health benefits and savings to be made.

Conclusion

The increasing demand for at-home water filtration systems in Ireland stems from 3 main factors. 

Firstly, there is a growing awareness of the importance of clean and pure water for one's health, particularly given the rise in water boil notices.

These filtration systems provide an added layer of security for customers, giving peace of mind, protecting against contact with potential contamination and harmful substances that could be present in tap or bottled water.

In addition to the health considerations, the financial advantages of using at-home filtration systems are significant, especially when compared to the high cost of bottled water versus tap water.

The environmental impact created by the use of single use plastic is also a major concern for the people of Ireland as has been highlighted in many studies, the people of Ireland have shown they are aware, conscious, knowledgeable and concerned about the issues facing the environment.

All of these factors have led to the surge in popularity of at-home water filtration systems in Ireland, and this trend is expected to continue in the future.