How would you describe the state of the filtration market at the moment?
Katie Gibbs (3M Cuno Filtration Products): “The out-of-home filtration market is holding up well in the current economic climate, with coffee and vending machine applications remaining steady, and use for POU on the up.”
Peter Best (Abbeychart): “Good. We believe that the industry is becoming more aware of the need to select the right filter for the right application. This might mean that a wider range of filters needs to be offered, but it also allows the best value for money filter to be selected. We’re increasingly investing in a more diverse range to meet the demands of the industry.”
Mark Brown (Aqua Cure): “The market in the present climate is best described as steady, although a year ago it was particularly buoyant. It would be worrying if any companies with cash flow issues started to reduce the frequency of their filter change visits, as this would be a false economy, particularly where scale prevention or bacteria protection matters are key. Also, if new engineers weren’t recruited or external contractors not actively engaged, filter change programmes would be at risk.”
Coralie Westerbarkey (Carbonit Filtertechnik): “Depending on the country, it’s an emerging or already saturated market.”
David Sellier (Fileder Filter Systems): “For us, business is good. As our products cross over many markets, we can see that the overall requirement for filtration and water treatment products is still increasing. Of course, some industries are up and some down, and the impact that the worldwide economy will have this year is unknown. Our key objective is to be positive, consistent and continue to provide customers with the products and services they require.”
Michael Brandon (Norit Filtrix): “The filtration market is growing rapidly, residentially speaking (home water filtration systems), as well as commercially (cooler and vending machines). We’re experiencing a growing demand for high-end filters that provide maximum safety and great-tasting water.”
Is the growth of the POU market directly helping the filtration industry?
Gibbs: “Yes, for the obvious reasons that filtration is specific to POU and the market is growing. Filtration knowledge and accessibility are also growing and this impacts on requirements in all foodservice areas.”
Best: “Yes, in several ways. The POU market has now reached a stage where most people use POU equipment regularly and know that the products can offer them clean, fresh water. However, as the population of machines grows, it’s important that regular and systematic changing of the filters takes place. For this to be achieved at a professional level, it’s necessary to have a good supply chain in place to satisfy customer demands.”
Brown: “Yes, I feel it is. The rapid growth of the POU market ensures that more people in workplaces realise that they can enjoy filtered and chilled mains water supplies. This in turn can support any decision to filter their water at home. Then the positive word continues to spread.”
Westerbarkey: “Almost all plumbed-in POU systems have filtration equipment. With the growth of new installations and cartridge changes every six months, the POU and the filtration markets are closely correlated.”
Sellier: “POU is continuing to grow as more and more people are realising the significant environmental and monetary savings that treating water at its point of use has. This growth isn’t just being seen in the commercial and industrial sectors – residential demand is also up as POU provides a complete and sustainable solution.”
Brandon: “Yes, it is because larger numbers of POU coolers are reliant upon filtration. Growth within the POU market is leading to direct growth within the filtration market.”
Is the current economic downturn having a negative impact on your business, or is it actually encouraging more end-users to take POU and filtration on board to cut costs?
Gibbs: “POU is cost-effective, which appeals to consumers looking to save money. What we’re seeing is end-users not agreeing to installations or squeezing operators on monthly rentals, which is causing them to look around to save money on items such as filters. We believe that cutting corners on filters is a false economy. It compromises product quality, customers’ experiences and everyone’s reputation. Also, fitting a wrong or budget filter may cause unplanned service callouts, which add costs.”
Best: “The position is mixed. Some UK, US and European OEMs are suffering from a downturn in demand, but by no means all. The after market has remained more or less intact as customers are choosing to make their machines work longer before replacement. Abbeychart serves several industries, which spreads our exposure. We also have numerous new products to launch in 2009, so are quietly optimistic.”
Brown: “I think there are examples of both. Some companies with cash flow issues or others who haven’t replaced staff are controlling costs, sometimes by being forced into extending filter change schedules. The companies with active sales forces, however, are succeeding in winning new business with good, sound economics.”
Westerbarkey: “We’re finding that the economic situation is primarily influencing horeca activities, rather than the private household market.”
Sellier: “No company or industry is completely immune from the current economic climate. However, filtration of water and other liquids isn’t something that can be cut back on as it’s an essential stage in the delivery of properly filtered water for numerous processes and applications. Many end-users can also see the distinct advantages of turning to POU for cost and environmental reasons, and this is leading to growth in the POU market.”
Brandon: “During difficult economic times, cost cutting becomes even more essential. Opting for POU and filtration provides a proven and easy to calculate cost reduction, so all in all we think it will have a positive impact on our business.”
What are the main benefits of filtration, and which is the most significant?
Gibbs: “Filtration allows a targeted improvement in water quality to provide a product that continually not only meets customers’ needs, but also protects the mechanics of the cooler. With cold water, eradicating sediments, plus taste and odour benefits, are the most obvious. For hot water, some form of scale control is critical to protect the heating system.”
Best: “Consistency of product and high levels of end-user satisfaction. Both are equally important.”
Brown: “Taste and odour are the main benefits for customers and are the easiest to experience, particularly with the reduction of chlorine. But there are many other benefits, including protection against cryptosporidium and other bacteria, where suitably rated ceramic and submicron filters can be selected. Further advantages include dirt and sediment reduction, as well as scale inhibition for hot and cold machines.”
Westerbarkey: “To guarantee the highest quality of water regardless of where the POU system is installed. Also, to reduce the effects of potential problems caused by individual household installation.”
Sellier: “The provision of high-quality water that has a consistently good taste, doesn’t have an odour, and when the appropriate filter is used, is protected against bacteria. The majority of end-users don’t even realise it’s there and just seem to expect it! For POU operators, correctly specified filtration gives peace of mind and protects their cooler machinery.”
Brandon: “Apart from the cost issue, it provides consistently high-quality water everytime and everywhere. POU and filtration also offer a sustainable solution.”
Which method of filtration are you recommending to your customers at the moment?
Gibbs: “Fine carbon block filtration for removal of particles and chlorine tastes and odours; polyphosphate or resin-based solutions for scale control; and membranes for bacterial reduction.”
Best: “There are so many different POU models in the field now, with differing filtration equipment, that no one system will fit every site. Geographical location, use, water hardness and many other factors determine which filtration system we recommend.”
Brown: “Ceramic candles or submicron carbon blocks are the most popular choices. But, being a manufacturer and distributor with a huge range of products, we let the customer decide what will fit their business model best.”
Westerbarkey: “A sintered, activated carbon block filter.”
Sellier: “Fileder treats each filtration requirement individually and aims to address the specific needs of each of our customers.”
Brandon: “Our WaterPurifier+. With its combination of ultrafiltration membranes and activated carbon, it’s able to bring any water up to drinking water standards. Because of its compact design, it will also fit into any machine.”
What is your best selling filter, and how do you account for its popularity?
Gibbs: “The 3M Water Filtration AP2 range. It has a compact design, simplistic quick-change head system, large range of cartridge options, is silver impregnated, offers cyst protection, has original JG connections, a sanitising cartridge and is reliable and trustworthy.”
Best: “We have several high-selling products, depending on the application. For hard scale areas with a high volume of water consumption, the Brita AquaQuell 33 range works really well. There are also regeneration packages available that can be tailored to suit clients’ needs. For taste and odour issues, we offer the highly effective 3M Cuno AP2 range.”
Brown: “The Doulton ceramic Supercarb candle (ceramic gives a cryptosporidium bacteria rating), with a carbon block internal element for chlorine taste and odour reduction, and the 3M AP2 twist fit range.”
Westerbarkey: “The Bellima paper fan. It reduces water hardness and is especially popular among tea connoisseurs.”
Sellier: “For the POU market, an Inline cartridge. It’s small, making it ideal for use inside coolers, is generally requested with pushfits for easy installation and maintenance, is economic in its simplest format, and therefore is the most cost-effective product available. Fileder’s Inline portfolio from Pentek is precision engineered and manufactured with full traceability to provide our customers with added assurances. It includes basic filtration requirements through to bacteria control and specific contaminant removal for more challenging applications.”
Brandon: “Again, the WaterPurifier+. It shows our customers really go for quality and one filter that does it all.”
Are any new types of filtration technology emerging onto the market?
Gibbs: “Greener products that actually minimise waste or are much easier to recycle will be the likely focus for emerging products this year.”
Best: “UV technology is advancing, and Abbeychart has a full range of replacement UV bulbs already available online and via our normal channels. Later this year, we’ll be launching our first UV system filters in plastic and stainless steel housings that can be ‘bolted on’ to traditional POU systems.”
Brown: “Hollow fibre filtration. This membrane-like material provides lots of filtration surfaces, but is primarily aimed at bacteria control. An additional carbon filter is therefore required for taste and odour performance.”
Westerbarkey: “The already existing technologies cover all water treatment requirements.”
Sellier: “Membrane technology and specialist products to deal with specific impurities (particularly in areas of Europe) are proving to be of great interest to the market. The only caveat is that the industry is still demanding economical solutions, and advanced technology doesn’t come cheap.”
Brandon: “Although not really new, as we’ve been promoting it for years, ultrafiltration membrane technology is finally becoming recognised. Customers are seeing the benefits of applying this reliable and proven technology.”
How do you address environmental issues?
Gibbs: “We offer a free recycling service and are designing new products with an emphasis on reuse without compromising on any of our traditional benefits.”
Best: “We’ve been working with several leading filter manufacturers to develop truly recyclable filters. Freight costs on the returns are still presenting significant challenges, but we hope that, later this year, we’ll be selling a fully recyclable filter. Additionally, work is being carried out to make sure all (or as many as possible) raw materials come from sustainable sources. This is critical, especially when it comes to carbon filters.
“Abbeychart will be launching an inline filter that meets or exceeds all sustainable credentials during 2009.”
Brown: “We have a used filter disposal service in place. Used carbon filters are returned by local customers when vehicles are in the area. The filters go away for separation and recycling, with formal waste transfer certification documents made available to companies who are actively involved.
“We’ve also approached our main national carrier, TNT, and held initial discussions about an initiative whereby its drivers would be able to collect used water filters from Aqua Cure customers while making deliveries. This would minimise vehicular visits and movements. A trial may be rolled out through TNT northwest branches to make this initiative more accessible to POU companies who work with us.”
Westerbarkey: “Our company is ISO 90001 certified. All of the materials we use can be recycled.”
Sellier: “Research is ongoing into how to make an environmentally friendly product, and the boundaries are always tightening. The development of these products is still largely down to whether there’s demand, and the reality is that the world isn’t totally in this mindset yet, but we’re a lot further ahead than we were five years ago.”
Brandon: “Using POU coolers and filtration clearly have environmental benefits. For Norit, sustainability is one of the key market drivers for the coming years. We can’t be more specific at the moment, but we will most certainly be addressing this issue in the future.”
What does the future hold for filtration?
Gibbs: “We’re seeing increasing concerns over water shortages and quality, with filtration providing protection against poor quality. As filtration evolves to meet these demands, we expect products to become smaller and more efficient. As with growth in other areas, we’re also anticipating an emphasis on natural materials, recycling and biodegradability.”
Best: “New ideas are constantly coming to the fore and while the main players have their own ideas and new products to launch, we at Abbeychart will be working on improving supply channels and stocks to give our customers an even better response, faster deliveries and more choice.”
Brown: “We’re being told that we should be drinking more clean water to prevent dehydration – if you feel thirsty, you’re already dehydrated. Chilled, filtered water is pleasant to drink, and carbonated even more so. In these challenging times, more people are looking for economical solutions, so filtration will continue to tick the box for everyone. Whether it’s hard water scale, scum on black coffee or bacterial protection, you’ll gain maximum benefit by selecting the right filtration product for the customer and their geographic location.”
Westerbarkey: “Filtration will always be necessary for POU systems worldwide.”
Sellier: “We’re already seeing a distinct move towards filtering water instead of buying it, and this will continue. Fileder’s domestic filter range, Aqualyze, has seen a dramatic increase in sales in a market that has previously experienced steady growth.
“As for this year, the first thing we tend to see in an unstable economic climate is people looking to find inexpensive alternatives to what they’re already using. What many people fail to realise is that the true cost of cutting costs often costs more. If you still require consistency, timely supply, product and technical backup, along with a key price, then in this buyers’ market, it’s worth ensuring that you receive the full package. The POU market knows this and realises that it cannot afford to risk its business share by letting its customers down.”
Brandon: “Driven by ongoing switching to POU coolers and sustainability issues, we expect the market for filtration to keep growing over the next few years.”
This article first appeared in Cooler Innovation, Feb-Mar 2009.
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