National Study of Consumers’ Opinions & Perceptions
Regarding Water QualityMarch 2015
Page 1
• The report presents the findings of a national telephone survey conducted by Applied Research-West, Inc. (ARW) between March 1 – March 15, 2015.
• 1,200 adults over the age of 18 and living in private households were interviewed.
Survey Methodology
Page 2
• ARW used a random sampling procedure and the survey results are accurate within +/-2.8 percent.
• The results are representative of U.S. adults over 18.
Survey Methodology (2)
Page 3
Household Water Quality
Page 4
Overall Concern with Quality of Household Water Supply
24%25%
21%
16%
13%
24%
28%
23%
15%
10%
27%29%
21%
13%
10%
Extremely Concerned 4 3 2 Not at all concerned
2011 2013 2015Top 2 Box
2011 2013 2015
49% 52% 56%
Overall, how concerned are you about the quality of your household water supply? Page 5
Concern About Health Contaminants in Tap Water
27% 27%
21%
15%
9%
30%
26% 26%
13%
6%
30%29%
22%
12%
7%
Very concerned 4 3 2 Not at all Concerned
2011 2013 2015
More specifically, how concerned are you regarding health contaminants in: [Tap Water]
Page 6
Primary Responsibility for Ensuring Safe Drinking Water Lies…
24%
6%
70%
23%
9%
67%
22%
8%
70%
Inside the home with watertreatment products
Outside your home at a bottledwater plant
Outside your home with themunicipality
2011 2013 2015Top 2 Box
2011 2013 2015
30% 32% 30%
The responsibility of ensuring safe drinking water lies primarily…Page 7
Bottled Water Growing
Page 8
Product Usage Habits
65%
42%
34%
15%
6%
74%
49%
35%
16%
5%
77%
43%
45%
16%
9%
Use bottled water
Have any type of water filtration product installed in the home
Have a refrigerator with water filter
Have a water softener intalled in the home
Other
2011 2013 2015
Percentages do not add up to 100% because of multiple response.
Do you currently use any of the following: Page 9
Reasons for Purchasing Bottled Water*
42%
40%
34%
28%
25%
24%
16%
16%
9%
35%
40%
33%
27%
23%
24%
15%
14%
9%
41%
41%
37%
29%
26%
24%
16%
14%
5%
Tap water does not TASTE good
It is convenient
I am concerned about the CONTAMINANTS in tap water
It is better than tap water
I am concerned about whether tap water is safe to drink
I am concerned about the health risks associated with tap water
Tap water has a bad odor
Tap water looks cloudy in my glass/discolored/stained
Other
2011 2013 2015
Percentages do not add up to 100% because of multiple response.
Why did you decide to purchase bottled water?
*Among those using bottled water
Page 10
Product Usage Habits
Percentages do not add up to 100% because of multiple response.
Do you currently use any of the following?
34%
35%
45%
Have a refrigerator with water filter
2011 2013 2015
Page 11
Reasons for Purchasing Filtration System*
Top 2 Reasons I am concerned about the contaminants in tap water (50%)Tap water does not taste good (40%)
Percentages do not add up to 100% because of multiple response.
Why did you decide to purchase a filtration system?
*Among those using a filtration product
Page 12
Impact of “Green” Movement
78%
9% 6% 7%
None/No impact-still buybottled water
Stopped buying bottledwater
Stopped buying bottledwater & purchased a
home water filter system
Other
2015
2015
*The question was included in 2011 and 2013 studies.
What impact has the “green” movement had on your decision to purchase bottled water?Page 13
Purchase Opportunities
Page 14
• 22% claimed past exposure to “unsafe water for use” or “boil water alerts”
• 48% purchased water filtration device after “unsafe water for use” or “boil water alerts”
Reasons for Purchasing Filtration System*
Page 15
• 77% purchased a pitcher water filter, end of faucet filter, or refrigerator filter• 5% purchased something that would protect them the
next time
Reasons for Purchasing Filtration System* (2)
Page 16
Refrigerator-Based Filters
Page 17
Product Usage Habits
65%
42%
34%
15%
6%
74%
49%
35%
16%
5%
77%
43%
45%
16%
9%
Use bottled water
Have any type of water filtration product installed in the home
Have a refrigerator with water filter
Have a water softener intalled in the home
Other
2011 2013 2015
Percentages do not add up to 100% because of multiple response.
Do you currently use any of the following?Page 18
Satisfaction with Water Attributes After Using a Refrigerator With a Water Filter*
2015
Very
Satisfied4 3 2
Very
Dissatisfied
Overall appearance 45% 33% 18% 3% 2%
Odor 44% 33% 17% 3% 3%
Taste 41% 34% 18% 4% 3%
Contaminants 37% 32% 26% 3% 2%
*Among those having refrigerator with water filter
After using a refrigerator with water filter, how satisfied are you with the water in terms of its: Page 19
Water Filtration Systems
Improve Quality of Life
Page 20
Reasons for Purchasing Filtration System*
52%
42%
36%
31%
34%
21%
17%
19%
7%
50%
40%
31%
30%
27%
19%
16%
15%
7%
I am concerned about the contaminants in tap water
Tap water does not taste good
I am concerned about the health risks associated with tap water
It is better than tap water
I am concerned about whether tap water is safe to drink
Tap water has a bad odor
It is convenient
Tap water looks cloudy in my glass/discolored/stained
Other
2013 2015
Percentages do not add up to 100% because of multiple response.
Why did you decide to purchase a filtration system?
*Among those using a filtration product
Page 21
Product Usage Habits
65%
42%
34%
15%
6%
74%
49%
35%
16%
5%
77%
43%
45%
16%
9%
Use bottled water
Have any type of water filtration product installed in the home
Have a refrigerator with water filter
Have a water softener intalled in the home
Other
2011 2013 2015
Percentages do not add up to 100% because of multiple response.
Do you currently use any of the following?Page 22
Willingness to Pay More
Page 23
Perceived Tap Water Contaminants: Aided
83%
61%
43%
30%
36%
19%
19%
16%
79%
71%
50%
41%
39%
24%
22%
16%
80%
70%
49%
42%
37%
24%
20%
12%
Chlorine
Lead
Microbiologicals
Arsenic
Pharmaceuticals
Radium
Chloramine
MTBE
2011 2013 2015
Percentages do not add up to 100% because of multiple response.What contaminants are there in tap water?
Page 24
Willing to Pay for a Home Water Treatment System Able to…
62%
62%
62%
60%
57%
53%
52%
66%
67%
65%
63%
60%
56%
56%
66%
66%
65%
61%
59%
56%
56%
Remove Lead
Remove Biological Waste
Remove Arsenic
Remove Pharmaceuticals
Remove MTBE
Remove Chlorine
Remove Chloramine
2011 2013 2015
Would you be willing to purchase a Water Treatment System in your home if the system was able to remove certain contaminants such as: Page 25
Market Opportunities
Page 26
How Quickly Water Softener was Purchased*
24%
34%
22%20%19%
39%
22% 21%
30% 30%
26%
14%
Less than 1 month 1 month- 1 year 1 - 3 years Other
2011 2013 2015Top 2 Box
2011 2013 2015
58% 58% 60%
*After buying or leasing a homeAfter buying a home, how quickly did you purchase a water softener?
Page 27
Importance of Factors Influencing Decision to Purchase Water Filtration System*
Very
Important4 3 2
Not at all
Important
Concerns about contaminants 42% 30% 21% 4% 3%
Healthy lifestyle 40% 32% 20% 3% 5%
Improving your family's quality of life 40% 32% 21% 3% 4%
Concerned about general well-being/
health would be affected37% 34% 21% 3% 4%
Concerns about washing clothes and
dishes21% 25% 31% 12% 11%
Causing personal embarrasment because
of soap scum or rust stains18% 18% 31% 14% 19%
2015
23-33% do not consider important
*Among those having a water filtration system
How important were each of these factors in influencing your decision to purchase a water filtration system?
Page 28
Water Filtration System Is Considered a…
54%
46%
50% 50%
54%
46%
Luxury amenity Necessity
2011 2013 2015
“Necessity” = must have for health & safety
Do you perceive purchasing a water treatment system (e.g., water softener or water filtration system) as a…
“Luxury Amenity” = nice to have but not necessary
Page 29
Messaging
Page 30
Importance of Water Filtration System Salesperson Attributes*
Very
Important4 3 2
Not at all
Important
Ability to answer your questions 38% 28% 16% 3% 16%
Product knowledge 36% 27% 18% 3% 16%
Politeness 26% 30% 24% 4% 16%
Licensed as a plumber or certified
installer21% 22% 25% 9% 23%
Professional appearance 11% 29% 29% 9% 22%
2011
Very
Important4 3 2
Not at all
Important
Ability to answer your questions 46% 24% 17% 3% 11%
Product knowledge 42% 27% 17% 3% 11%
Politeness 33% 28% 23% 4% 12%
Licensed as a plumber or certified
installer26% 21% 27% 8% 18%
Professional appearance 20% 26% 29% 8% 17%
2013
Very
Important4 3 2
Not at all
Important
Ability to answer your questions 44% 27% 18% 4% 7%
Product knowledge 41% 28% 19% 4% 8%
Politeness 30% 31% 24% 6% 9%
Licensed as a plumber or certified
installer27% 24% 28% 9% 13%
Professional appearance 20% 32% 29% 7% 13%
2015
*Among those having a water filtration systemHow important are the following attributes of the salesperson in influencing you to purchase a water filtration system?
Page 31
Importance of Product Certification*
21%
31% 32%
7%
10%
26%
39%
24%
6% 5%
37%
27%
21%
11%
6%
Very important 4 3 2 Not at all important
2008 2011 2015Top 2 Box
2011 2013 2015
52% 65% 64%
Bottom 2 Box
2011 2013 2015
17% 11% 17%
*Among those awareHow important was this certification in your decision to purchase the system?
Page 32
Awareness of Water Treatment Product Certification*
*Among those having a water filtration systemAre you aware of various product certifications for water treatment system such as…
23%
22%
26%
4%
21%
25%
28%
3%
21%
22%
22%
4%
NSF
Gold Seal
UL
Other
2011 2013 2015
Page 33
National Study of Consumers’ Opinions & Perceptions
Regarding Water QualityMarch 2015
Page 34