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The Water Industry
Opportunities In The Point-Of-Use Water Treatment Business
The home water treatment industry has grown and prospered at a remarkable rate over the last 25 years. Until recently this industry consisted primarily of franchised dealerships and service companies like Culligan and Rainsoft. These companies’ main focus was sales and service of water softening equipment designed to remove minerals and prevent scaling of household plumbing and appliances. Now, due to a sharp rise in consumer demand, "Point-Of-Use" water treatment systems, designed to improve the taste and healthfulness of drinking water, have become the fastest growing products in both the water treatment and the home appliance industries.
It is predicted that, over the next several years, drinking water treatment systems will become a standard in-home appliance, as common as microwave ovens or coffee makers.
Industry experts estimate that by the year 2005, over half of all Americans, and many other residents of developed nations, will own some type of home water treatment appliance. Currently, less than 10% of these populations use home water treatment products. If even a small portion of this prediction comes true, the fastest and most explosive short-term market penetration in history will occur.
As is the case with any emerging opportunity, timing is everything! This is most definitely the time for the home water treatment business.
The medical and science communities have just recently begun to understand the overwhelming role that water plays in the prevention of disease and illness, as well as the vital importance of water quality to our health. With the introduction of over 75,000 toxic chemicals into our society (growing at a rate of over 1000 new contaminants each year) and the realization that any chemical we use eventually winds up in the water we drink, the importance of quality water treatment products is becoming shockingly clear.
The enormous growth in bottled water sales, currently the fastest growing segment of the entire beverage industry, is evidence that people do not feel safe or secure with the quality of tap water. Many people, over half of all Americans, have demonstrated a willingness to pay upwards of $1.00 a gallon for bottled water, with no assurance of higher quality. A good home water treatment system can supply a documented higher quality of water at a fraction of the cost, offering great value. A 500-gallon filter cartridge that costs $49.95 may represent a savings of over $450 for bottled water consumers! Imagine if we could buy a gas pump that was capable of producing the very highest octane gasoline for under 10 cents a gallon; what would the value of the gas pump be? How much of an opportunity would it represent?
The opportunity to market a product that offers tremendous benefits, exceptional value, and added convenience is surely one that does not come along very often and will not remain available indefinitely. The home water treatment business offers unparalleled opportunities for its participants, and, as in any event, those who are best prepared to take action will receive the greatest rewards.
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