12 © TechSci Research 12 Industry Brief Increasing water borne diseases and rising water pollution level in the country to fuel the Australia water purifier market t hro ugh 2027. According to TechSci Research report, “ Australia Water Purifier Market By Type (Counter Top, Under Sink, Faucet Mount & Others {Tankless, Smart Purifier, etc . }), By Technology (RO, UF, UV, Media & Others {Nanofiltration, etc . }), By Sales Channel (Retail, Distributor, Direct, E - Commerce, Others {Plumber, Contractor, etc . }), By Region, Competition Forecast & Opportunities, 2027 F”, the Australia water purifier market is anticipated to grow at a CAGR of 4 . 53 % in the forecast period, 2023 - 2027 , to reach USD 235 . 75 million by 2027 F . Increasing disposable income of consumers, rising consumer awareness about the benefits of consuming clean drinking water, and rising number of market players offering affordable products are the key drivers influencing the growth of the Australia water purifier market . The rapid surge in pollution, scarcity of freshwater, and growing pollution levels fuel the demand for quality drinking water . Water purifiers eliminate the unsafe virus, bacteria, pollutants, and other impurities from the water and make it suitable for consumption . Water purifiers also improve the water quality, taste, and flavor of raw water . With growing internet penetration and the proliferation of smart devices, the e - commerce industry is expected to witness a massive growth in the forecast period . Adoption of the online sales channel allows manufacturers to reach every corner of the country without needing to invest in opening physical stores . Market players provide discounts on the purchase of water purifiers through an online platform to lure customers and offer additional benefits like free doorstep delivery, exchange, and warranty options, which is expected to accelerate Australia's water purifier market growth . The launch of smart purifiers, which can send real - time alerts about water consumption and offer water quality monitoring facilities in water purifiers, is expected to garner customer attention . These purifiers have a multi - stage purification process and are easy to operate . Smart purifiers send notifications to customers at the end of their maintenance cycle . However, the high demand for tap water and lack of awareness about the benefits of installing water purifiers may restrain the market growth in the forecast period . Australia water purifier market is segmented based on type, technology, sales channel, company, and regional distribution . Based on type, the market is divided into counter - top, under sink, faucet mount, and others . The counter - top water purifier segment is expected to account for a significant market share in the upcoming five years . The ease of installing counter - top water purifiers and their compact size enables them to connect with a tap . Water filtration cartridges in counter - top purifiers can be replaced without any hassle, and they are affordable compared to other types of water purifiers . Counter - top water purifier eliminates harmful pollutants and foul odor from the water, thereby cleaning the water suitable for drinking purposes . Based on the sales channel, the market is divided into the retail, distributor, direct, e - commerce, others . The retail sector is expected to dominate the Australia water purifier market in the forecast period . It provides the flexibility to customers to try the product physically before making the purchasing decision . Also, the presence of customer executives and salespeople who can solve queries and doubts aids in enhancing the shopping experience for customers . Major market players operating in the Australia Water Purifier Market are Brita Water Filter Systems Distributors PTY Ltd . , Amway of Australia Pty . Ltd, Waters Co Ltd . , TAPP Water Australia Pty Ltd, Philips Electronics Australia Limited, Breville Pty Ltd, Healthway Pure Pty Ltd, Panasonic Australia Pty Ltd, Purifiers (AUST) Pty Ltd, The Water Shops (Aust) Pty Ltd “Market players are making investments to introduce innovative features in water purifiers to meet consumer requirements and stay ahead in the market . The introduction of advanced filters such as activated carbon purifiers for places where the water supply cannot provide the required pressure to support the functioning of both UV and RO technology is expected to create growth opportunities for market growth . Also, the adoption of attractive marketing strategies by the market players such as free product demonstrations, no installation fees, development of efficient distribution channels is expected to propel the Australia water purifier market growth till 2027 ” said Mr . Karan Chechi, Research Director with TechSci Research, a research - based global management consulting firm .