Water filtration systems are becoming increasingly popular worldwide, driven by growing health concerns about tap water quality and the environmental impact of bottled water. Pollution from agricultural, industrial and domestic sources continues to affect surface and groundwater, exacerbated by urbanisation’s detrimental effects on water quality. Consequently, there is a rising demand for water filters in both residential and professional settings. Refreshment sought insights from experts in the watercooler and water filtration market to understand the latest sector developments.

Filtration at home 

Greater visibility of filtered water in professional and public settings has encouraged the adoption of home water filtration units, with consumers increasingly expecting filtered water as the norm. 

According to Grand View Research, the penetration of water purification solutions in developed countries, such as the US and Canada, is relatively high. “Home water filtration is seen as a necessity, especially in metros and urban cities, due to the alarmingly high microbial and chemical contamination of the surface water sources,” a recent report stated. “Growing awareness among consumers about the ill effects of consuming contaminated water, along with the declining levels of potable water, has resulted in a significant shift in consumer preferences from conventional water purification methods such as boiling, addition of chlorines or iodine, to technology-based systems.” 

Filtration systems commonly used in the residential sector include water filter pitchers, end-of-tap or faucet-mounted filters, faucet-integrated filters, on-counter filters and under-sink filters. With a wide range of products available, determining the unit that best suits consumers’ requirements is key, so water filter manufacturers must innovate to cater to evolving demands. 

Patrick Aigeldinger, director of product management at ultra-violet (UV) disinfectant technology expert Crystal IS, has noticed a growth in consumer knowledge of home water filtration systems in recent years. 

“As municipal systems age and more homes use well water, consumers are beginning to take more ownership of the water quality in their homes,” he said. “This is leading to a more educated consumer that cares about the performance and components of these residential systems."

He continued: “In areas with water scarcity or water conservation priorities, consumers are steering away from traditional reverse osmosis systems, where water use efficiency can be as low as 20-40%”. 

Grace Chang, product manager at Caware Water Filter Solutions, also highlighted the effectiveness of their home filtration system as a key priority for consumers, who are anxious to ensure that contaminants will be comprehensively removed. 

Chang also identifies cost and convenience as priorities for consumers in the market for a home water filtration system. “Easy installation, maintenance and filter replacement are crucial for consumer satisfaction,” she said, as well as “affordability, both of the purchase of the initial system and the ongoing maintenance costs”.  

Debora Screpanti, marketing manager at Blupura, a manufacturer of eco-friendly watercoolers and dispensers, similarly believes that convenience and cost are key factors influencing consumer choice. 

“For consumers, particularly those focused on home water filtration systems, ease-of-use, reliability and cost-effectiveness are paramount,” she told Refreshment. “All of our Blutron filters are proudly designed for easy installation and replacement; additionally, the Blutron Micro, Blutron Shield and Blutron Ionic models also come in a 7K litre filtering capacity, making them perfect for home use. These models provide an optimal balance between capacity and convenience, and despite their high quality, they are offered at a very competitive price point. This makes them an excellent choice for consumers looking for effective and affordable home water filtration solutions.” 

Emma Redford, marketing director at H2O Direct, a water filtration provider for coffee, vending and Point-of-Use (POU) watercoolers, has observed sophisticated, whole-house water filtration systems becoming more popular with consumers.  

“Residential water filtration systems are becoming more in-demand, with new builds especially having entire house systems installed,” she explained. “These systems are designed to enhance the quality of the water by removing contaminants, pollutants and impurities. Varying technologies combine capabilities of processes to remove bacteria, chemicals, sediment, viruses and more.”  

Redford highlights the wide scope of these products, ranging from systems that will individually filter just one tap to advanced equipment that treats the property’s entire water system from the point-of-entry. 

The bigger picture 

Filtration systems that purify mains water are generally considered a more sustainable option than bottled water, both for home and for business use. However, parts and filters need to be regularly replaced to ensure effective filtration, and this can lead to a certain amount of waste. Consumers are likely to prioritise filtration systems that can boast sustainable manufacturing and recyclability of replaceable parts. 

“Environmental sustainability is a key trend, with consumers and businesses alike increasingly seeking eco-friendly filtration solutions that minimise water wastage and reduce the use of single-use plastics,” H2O Direct’s Redford said. “Recyclability of products is now more important than ever, not only reducing waste, but also lowering the carbon footprint generated.” 

“Consumers and businesses are increasingly conscious of environmental impact, leading to a push for eco-friendly filtration solutions that minimise waste and energy consumption with gravity flow green water filter solutions,” agreed Caware’s Chang. 

Blupura’s Screpanti links the efficiency of their systems with overall sustainability goals. “Our commitment to combining top-tier performance with ecological responsibility ensures that our clients receive unparalleled water quality. Blupura is dedicated to advancing filtration technologies that combine multiple filtration methods into compact, efficient units. This innovative approach not only enhances the filtration process but also aligns with global sustainability goals by utilising energy-efficient processes and renewable materials,” she said.

Blupura’s filters themselves prioritise a sustainable approach, using renewable materials and undergoing strict organoleptic and performance tests to ensure sustainability and efficiency. 

Water refill stations play an important sustainability role, as H2O’s Redford recognised. “It can take up to 500 years for plastic to decompose, so for every bottle of water sold the impact on the environment is huge,” she said. “Water filters for these large stations are providing fresh clean drinking water for huge numbers of people, especially in areas where drinking water generally may be contaminated or unfit for general consumption. It is anticipated that the refill schemes will cut plastic bottle use by tens of millions each year.” 

Health and safety 

A rise in health-consciousness and an upsurge in the incidence of waterborne diseases have boosted demand for water purification systems. Consumers are also increasingly aware of the benefits of drinking filtered water that still retains its essential beneficial minerals, such as magnesium, calcium, iron and manganese. 

“Increasing awareness about water contamination and its health impacts is driving demand for more effective filtration technologies,” Caware’s Chang maintained. “Stringent regulations regarding water quality and contaminants are pushing companies to innovate and comply with standards effectively.” 

“Contamination in water sources is much reported in worldwide media,” H2O’s Redford noted, “and as a result, fighting this contamination by preventing microplastics and bacteria from entering drinking water sources is paramount. Water filter technology has evolved in recent years with new advances in purification, and far more advanced capabilities, twinned with awareness of consumer needs, has resulted in a sharp increase in the focus of water filtration.” 

Aigeldinger, of Crystal IS, identified growing concern over PFAS (per- and poly-fluoroalkyl substances), a group of more than 15,000 man-made chemicals sometimes called ‘forever chemicals’ because they persist in the environment without degrading. PFAS have been linked to a number of health issues, including liver damage, cancer and reduced fertility. 

“Removing PFAS from residential water systems continues to be the primary driver of trends in filtration technology,” he said. “We are also seeing the combination of UV and activated carbon continue to progress as customers look to differentiate their filtration systems with more traditional physical filtration. The addition of UV to existing carbon filtration is driving innovation in design and product offering across the consumer water treatment space.” 

Professional requirements 

Home water filtration systems are growing in popularity, but solutions for professional use have a different set of priorities. 

Caware’s Grace Chang explained that “reliability and consistency” are of prime importance for filtration systems for professional use. “Continuous operation without downtime is essential to maintain smooth operations,” she said. 

Business owners also have to consider cost-efficiency and profitability by “balancing initial investment costs with long-term savings and efficiency gains,” Chang noted. Also important are space and installation limitations. “Systems that are compact and easy to integrate into existing infrastructure are preferred.” 

Blupura’s Blutron line, meanwhile, is adaptable for various domestic and commercial environments. Screpanti told Refreshment: “Blupura’s new filters… provide bespoke solutions that cater to the nuanced demands of both the domestic and professional sectors. It provides filtration solutions that maintain water’s natural pH, reduce hardness and prevent scale formation.” 

The Blutron Action model specifically targets professional hospitality applications such as coffee machines and professional steam ovens. Its 4.4K filter “reduces temporary water hardness, chlorine and other impurities that can affect equipment performance and water taste”, according to Screpanti. Furthermore, an adjustable integrated bypass allows for customised water treatment – essential for achieving the ideal water composition for coffee brewing.

Nanotechnology

Emma Redford, H2O Direct: “Nanotechnology is leading the way forward in water filtration by using materials and a range of processes at the nanoscale, creating ultrafine filters. The capabilities of these filters are astonishing, as they can capture pollutants and particles at a molecular level, providing the ultimate in water filtration.” 

Filters that target PFAS

Grace Chang, Caware Water Filter Solutions: “Advanced filtration media: innovations in filtration media that specifically target and effectively capture total PFAS contaminants. Also compact designs, with manifold stages of modularised integration for a patented single module or stage design.” 

UV with activated carbon

Patrick Aigeldinger, Crystal IS: “The combination of UV technologies and activated carbon provides improved disinfection performance at a price point that consumers are willing to accept. The ability to improve water quality in these applications that couldn’t consider UV before is truly exciting for the future of drinking water quality.”

Versatility

Debora Screpanti, Blupura: “The Blutron line is designed to ensure exceptional water quality under varying conditions. Featuring a range of filter cartridges, this line addresses multiple filtration needs. Each model is equipped with our Blupura Carbon Block technology, using finely extruded activated carbon enriched with silver ions for bacteriostatic properties, reducing chlorine, taste, odour and microbial contaminants. These cartridges are constructed with easy installation and replacement in mind, suitable for integration into compact water dispensers or standalone units.” 

Artificial intelligence

Samantha Scoles, Brita Professional: “Over the next few years, I see AI, smart technology and the IoT having a greater impact. Coffee professionals love to experiment. I’m excited to see how they use these developing tools to try new recipes and ingredients. Precise filtration also means that even the smallest coffee shop can deliver consistent cup flavour, something that the larger chains do well, meaning it’s easier for smaller brands to develop a distinctive and reliable flavour that will have customers coming back for more.”

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