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World demand to rise at double-digit annual rate
Global demand for consumer water treatment systems is projected to increase at an annual double-digit pace to over $14 billion in 2017. Ongoing economic improvement in several key geographic markets through 2017 will boost gains after the global recession of 2009 and subsequent slow recovery restrained home construction activity through 2012. In general, sales of home water treatment systems are driven by rising awareness of water contamination and the role that old plumbing plays in fouling water that was clean when it left a central treatment plant, coupled with consumer education about water treatment technologies and access to several types of systems. Even in regions with high-quality water, citizens purchase consumer water treatment systems to improve aesthetic issues such as the taste and smell of their water.

Gains to be stimulated by switch from ingrained habits
Gains will continue to advance as people switch from habits that are deeply and often culturally ingrained. For instance, in many developing parts of the world with unreliable water quality, residents boil their water before drinking; while in a number of countries, residents buy drinking water in bottles, jugs, or large containers from an outside source. The consumer water treatment industry must still work to overcome skepticism about the performance of these systems in regions where products are loosely regulated, and uncertainty about the need for supplemental water treatment in less established markets.

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