The home water filtration unit market is expected to witness an absolute growth of 63.05% during the forecast period with growth potential in the markets of Asia Pacific, South America, and Middle East and Africa, which poses large growth opportunities due to under-penetration. Although tap water is considered to be pristine in certain countries, there are certain growing economies around the globe where there is no access to tap water. The poor quality of water in certain countries such as India also restricts its use in multiple applications. In countries such as the US, public awareness on municipal water have hit an all-time high. The cultural fixation on hygiene is less intense in African and Asian countries.