American Safety & Preparedness Survey
March 2007
Highlights & Implications
Findings produced by the American Safety & Preparedness Survey indicate the market
potential for personal/portable water filtration/purification systems is 12% of
210,317,365 US adults ages 21+ (25,070,579 adults). For purposes of this study,
market potential is defined as the fraction of adult consumers who:
Ever bought or are likely to buy a filtration/purification system for personal or
household use;
Eligible for membership in one or more a priori strategic market segments:
Emergency Preparers, Backcountry Enthusiasts, International Travelers; and
Ever bought a personal filtration/purification system; or
Never bought a personal filtration/purification system, and
51%+ stated probability to buy (deflated by 50%)
There are 15,111,662 incremental adult consumers (7% of total adults), who have ever
bought or are likely to buy a filtration/purification system for personal or household use,
but do not qualify for one or more of Client’s strategic market segments. An unknown
share of this group of category buyers/intenders augments the potential market size
defined above.
