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Demand in China to grow 17% yearly through 2017
Demand for consumer water treatment systems in China is projected to advance 17 percent per year to 26.2 billion yuan in 2017. Clean water is vital to human health, and consumers in China are becoming increasingly aware of the need for supplemental water treatment to ensure that even the municipally treated water they consume meets health standards. Rapid industrialization and economic growth coupled with an insufficient water treatment infrastructure will continue to prompt Chinese consumers’ concerns about water contamination and inferior tap water quality. Although continuing gains in elevated purchasing power is going to boost market penetration for consumer water treatment systems (especially in urban locales) for the foreseeable future, further gains will be limited by the habit of many consumers in China to boil water prior to consumption in the belief that boiled water is safe enough to drink.
Growth in new housing to benefit both POU, POE sales
A home’s water can be treated two ways: units operating at a single water outlet or in a single room (i.e., point-of-use -- POU -- water treatment systems) or units treating all of the water entering the entire house (i.e., point-of-entry -- POE -- water treatment systems). Point-of-use systems will continue to account for the larger share of value demand based on their greater operational flexibility and lower costs. Sales of POU water treatment systems in China are expected to rise 16.6 percent yearly through 2017 to 23.4 billion yuan, accounting for nearly 90 percent of the overall market. Faster growth will be registered by countertop and under-sink systems, a large share of which are utilized with membranes and other non-conventional filtration systems, offering water treatment superior to flowthrough and faucet-mounted systems. However, an increasing share of households are expected to install POE systems to achieve better water purification results in new housing construction. POE and POU systems are regularly being utilized in tandem for those who already have a POE system in order to add a POU system for pre-treatment.
Gains in filters, membranes key to aftermarket growth
The aftermarket plays a very important role in the industry, with sales of consumables (i.e., filters and membranes) forecast to grow 18.9 percent annually to 12.2 billion yuan in 2017. Gains will be driven by heightened system penetration rates in Chinese households, as well as the increasing replacement frequency of consumables, partly a result of higher water consumption levels. Consumers upgrading to systems that use more advanced and often more expensive filters and membranes, such as carbon block cartridges, reverse osmosis, and other membranes, will also provide growth in value terms.
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