North America In-home Filtration Market Size and Share Outlook - Forecast Trends and Growth Analysis Report (2025-2034)

North America In-home Filtration Market Overview

According to the 2021 WQA Consumer Opinion Study, approx. 30% of American consumers are not confident in the quality of municipal water. This concern is driving a growing dependence on in-home water filtration systems for safer and cleaner drinking water, thereby supporting the North America in-home filtration market expansion.

Moreover, the demand for smart and sustainable air filtration is growing. In October 2024, Windmill launched its Air Purifier, featuring laser-based sensors, Eco Mode, dual Sleep Modes, and app integration, blending automation and eco-conscious innovation to redefine indoor air care.

Figure: Number of Wildfires in Canada, 2023-2024

With over 1.25 million housing units at risk from extreme wildfires in California, followed by significant numbers in Colorado, Texas, Oregon, and Arizona, concerns about air quality are rising. This is driving increased demand for North America in-home filtration market, particularly air purifiers, as consumers seek to protect their homes and health from wildfire smoke and pollutants.

The increasing frequency of wildfires in North America is heightening concerns over air quality. Approx. 5.3 million hectares (13.1 million acres) in Canada was already burned in 2024, according to the Canadian Interagency Forest Fire Centre. This has led to a surge in demand for in-home filtration systems, as consumers seek to protect themselves from wildfire smoke and improve indoor air quality.

North America In-home Filtration Market Growth

The increasing demand for energy-efficient and waste-reducing air filtration solutions is driving eco-conscious HVAC innovation. In January 2025, Blade Air acquired InnerEco Environmental Inc., expanding into residential HVAC filtration with zero-waste carbon filters to tap into the growing opportunity.

Moreover, the demand for compact, high-efficiency filtration solutions is driving the growth of the North America in-home filtration market. In February 2025, Hydrofast launched B100 and C100 countertop RO filters, featuring 6-stage filtration and UV sterilisation.

The demand for high-flow, tankless water filtration is rising as consumers seek contaminant-free water without storage risks. In January 2025, Frizzlife launched a tankless under-sink water filter, operating without electricity, offering efficient, space-saving purification, and user-friendly water filtration for homes and offices.

Key Trends and Recent Developments

North America In-Home Filtration Market Trends

Increasing concerns about water and air quality and its impact on health are pushing consumers towards in-home filtration solutions for cleaner, safer air and water. In 2023, about 66 million tons of pollution were emitted into the atmosphere in the United States, contributing to ozone formation, acid deposition, and impaired visibility. This pollution has heightened awareness among North American consumers, further driving the demand of North America in-home filtration market to improve indoor air quality and reduce exposure to harmful pollutants, offering a healthier living environment.

Furthermore, in 2023, 56,580 wildfires occurred in the United States, while Canada experienced 5,686 in 2024. As the frequency of wildfires increases, air quality suffers, leading to a higher demand for in-home filtration systems. Consumers are seeking air purifiers to protect their homes from harmful pollutants and particulate matter, fueling the growth of the North American in-home filtration market.

North America In-Home Filtration Market Opportunities

The in-home water filtration market presents a significant opportunity for businesses, driven by increasing consumer awareness of water quality and technological advancements in purification systems. Smart water purifiers are evolving with real-time monitoring, smart indicators, and IoT technology, allowing users to connect devices and track water quality via mobile apps. These advanced systems utilise cutting-edge filtration processes like RO, UV, and multi-stage filtration to eliminate contaminants, balance pH levels, and ensure safe, pure water. With features like filter health monitoring and timely replacement alerts, smart purifiers address maintenance challenges, offering convenience and consistent performance. The integration of IoT enables users to monitor water consumption, track purifier health, and access support, enhancing the overall user experience and driving North America in-home filtration market growth.

With increasing awareness of the health impacts of airborne pollutants, allergens, and harmful chemicals, consumers are actively seeking solutions to create healthier living environments. Air purifiers equipped with advanced filtration systems like HEPA and activated carbon filters effectively remove asthma triggers, dust, pet dander, odors, and other contaminants. This leads to enhanced respiratory health, relief from allergies, and better sleep quality. As individuals spend more time indoors, the demand for in-home filtration solutions is expected to rise, particularly in urban areas with high pollution levels, presenting a considerable growth potential for companies in the market.

North America In-Home Filtration Market Restraints

Limitation of air filters in regard to capture fine and ultrafine particles poses challenges in its adoption. Standard HVAC filters, while effective at capturing larger particles, struggle with fine and ultrafine particles less than one micron in diameter, including many viruses, bacteria, and particulate matter from wildfire smoke. This weakness, known as the MERV curve, persists regardless of the filter's MERV rating. Even high-efficiency MERV-13 filters can degrade quickly, leaving occupants unprotected in as little as a month of regular use.

Additionally, many HVAC systems in buildings are not designed to accommodate the depth or pressure drop of more effective filters, forcing a trade-off between filtration efficiency and system performance, which is hindering the North America in-home filtration market growth. To achieve comprehensive air purification, building owners may need to invest in multi-layered approaches, such as combining filtration with ionization technologies, which can significantly increase costs and complexity.

North America In-Home Filtration Industry Segmentation

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Purchase the Regional Overview for USD 1099

If you choose to purchase the full report at a later stage, the amount already paid will be adjusted, and you will only need to pay the remaining balance.

North America In-Home Filtration Market Share

Market Analysis by Type

Consumers are increasingly prioritising high-performance, sustainable water filtration systems for clean, contaminant-free drinking water while preserving essential minerals. To tap into this, in April 2024, BOROUX launched the legacy. ™ water filter system, featuring gravity-fed, multi-stage filtration that removes PFAs, glyphosate, and chlorine, delivering 12,000 gallons of NSF-certified purified water.

As per the North America in-home filtration market analysis, in February 2024, Fortune Brands acquired SpringWell for USD 105 million to strengthen its smart water management ecosystem, responding to the rising demand for improved water quality and smart filtration solutions.

Companies are shifting from synthetic to natural, renewable materials to develop eco-friendly filtration solutions. In September 2024, Blueair partnered with Lanaco to develop electrostatic wool and plant fiber-based filters, enhancing indoor air quality. This fire-resistant, efficient technology advances sustainable air purification, with its products initially being made available in the United States and Europe.

The rising demand for customised air filtration is driving indoor air quality. In March 2024, Air Sponge Filter Co. launched AIRTEVA, featuring leak-guard seal technology and aluminium frames, ensuring efficient, long-lasting purification.

North America In-Home Air Filtration by Technology Analysis

Companies in North America in-home filtration market are integrating HEPA filters into their products to enhance air purification, as these filters remove 99.99% of airborne particles as small as 0.01 microns, effectively capturing smoke, dust, pollen, and other irritants to improve indoor air quality.

Coway’s Airmega 100, launched in January 2024, meets this need with a 3-stage HEPA system, 360° air intake, and 99.999% nano-particle removal offers affordable, high-performance filtration which enhances indoor air quality amid rising allergies and viruses.

North America In-Home Air Filtration by Application Analysis

As per North America in-home filtration market report, in-duct air purifiers are used in residential buildings to enhance indoor air quality by integrating directly into HVAC systems. These purifiers operate continuously, providing whole-house air filtration without occupying living space. Consumers increasingly seek whole-home air purification systems due to growing concerns regarding wildfires, airborne viruses, and indoor air pollutants. IQAir’s PerfectPro Whole House Air Purifier Series launched in November 2022 offers high-efficiency filtration. Designed for HVAC integration, the system delivers comprehensive air cleaning with minimal pressure drop.

North America In-Home Air Filtration Market Regional Insights

In the United States, the growing demand for energy-efficient, HEPA-integrated air purifiers with heating, cooling, and purification is driving innovation in the North America in-home filtration market. In October 2024, Blueair launched Blueair’s ComfortPure™ 3-in-1 Air Purifier featuring TripleFlow™ Hot and Cool Technology, smart controls, and sleep mode. The product seamlessly combines filtration, climate control, and automation into a sleek, multi-functional solution enhancing indoor air quality.

In Canada, the in-home air filtration market is witnessing a shift toward smart, efficient, and high-performance filtration systems as consumers prioritise indoor air quality. Growing concerns about airborne pollutants, allergens, and fine particulate matter are driving the adoption of advanced air purification technologies. In April 2024, LG Electronics Canada launched the LG PuriCare™ 360° HIT Air Purifier which offers True HEPA filtration and 360-degree purification catering to the growing demand for efficient, smart air purification solutions in homes.

North America In-Home Water Filtration by Technology Analysis

Millions of households across United States have installed point-of-use reverse osmosis (RO) systems, which are water treatment units connected to a single fixture.

As per North America in-home filtration market analysis, in November 2024, the U.S. Environmental Protection Agency’s (EPA) WaterSense program released the specification for point-of-use reverse osmosis (RO) systems, designed to treat water at a single fixture under the kitchen sink, aiming to reduce water waste. Based on EPA, if all point-of-use RO systems sold in the U.S. were WaterSense labeled, they could save 3.2 billion gallons of water annually—enough to supply over 40,000 homes each year.

North America In-Home Water Filtration by Application Analysis

Point-of-use filtration in the North America in-home filtration market is ideal for providing filtered water at specific locations in the home, such as the kitchen sink and drinking water units.

These systems are often seen as a more cost-effective option compared to POE systems, as they are installed only where high-purity water is needed, such as for drinking and cooking, rather than for tasks like laundry or dishwashing.

Over 97 million U.S. residents are exposed to unregulated contaminants in their drinking water, indicating a growing opportunity for POU systems, especially in kitchen faucets and drinking water supply.

North America In-Home Water Filtration Market Regional Insights

Various government initiatives are promoting lead-free, safe drinking water. For example, the EPA's proposed Lead and Copper Rule Improvement (LCRI) in November 2023 that aims to lower lead and copper levels in homes with outdated plumbing. This initiative is expected to increase the demand for water filters in households to ensure lead-free drinking water. Further, In the U.S., 9.2 million households still have lead pipes, further driving the need for water filters to guarantee safe drinking water.

Technological innovations towards eco-friendly water filters is one of the key trends of the North America in-home filtration market. For example, Canadian company MK Solutions developed a solar-powered membrane filtration system for remote areas, while Watermart launched a Tankless reverse osmosis system in 2023 to meet the rising need for eco-friendly solutions for homeowners and businesses.

Moreover, Canada's green building solutions are driving advancements in water filtration, with innovations like nanotechnology and biomimicry enhancing efficiency and reducing resource use for a more sustainable future.

Competitive Landscape

Other players in the North America in-home filtration market include, Brita LP, 3M Company, A. O. Smith Corporation, Culligan International Company, Dyson Group, Whirlpool Corporation, Koninklijke Philips N.V., and Levoit, among others.