SOURCE: Frost & Sullivan

April 25, 2011 23:53 ET

Frost & Sullivan: Ill-Maintained Supply Lines Creates Need for Malaysian Residential Water Treatment Equipment

KUALA LUMPUR, MALAYSIA--(Marketwire - Apr 25, 2011) - The demand for water in Malaysia has risen substantially from 407 million litres per day (mld) in 1960 to 13,243 mld in 2008, at an average growth rate of 8.0 percent per year. Although local public treatment plants supply sufficiently treated water, most consumers are apprehensive about the quality and cleanliness of the treated water. The networking supply lines are more than 15 years old and have not been maintained well, causing residents to resort to water filtration systems.

Furthermore, municipal water treatment methods only purify raw water supplies. An increase in the number of pollutants will cause a consequent rise in the cost of treatment, and extremely high treatment costs could potentially shut down the plant. Even though the effluents disseminated from the plants adhere to the standards set by the Ministry of Health, by the time they reach residences, their quality would have reduced. This makes a strong case for residential water treatment equipment (RWTE).

New analysis from Frost & Sullivan (http://www.environmental.frost.com), Residential Water Treatment Equipment Market in Malaysia, finds that the market earned revenues of $76.1 million in 2009 and is likely to reach $105.7 million in 2016.

The recent economic downturn had put the brakes on the market but it is expected to rebound as the purchasing power of end users improves. The market is anticipated to grow from 1.5 percent in 2010 to 5 percent in 2012, and 5 to 7 percent between 2013 and 2016.

Equipment manufacturers can considerably bolster these growth rates by educating the public about the benefits of their various products. Currently, of the 20.3 percent of filtration system users in each state, only 3.7 percent is aware of the type and function of water filtration systems used. Among all filters, POU systems are the most popular, as they are easy to install and more price competitive.

Meanwhile, membrane technology continues to be the technology of choice among manufacturers.

"Membrane technologies are considered the future of the RWTE market due to their performance and effectiveness in providing clean water supply to residences," says Frost & Sullivan Program Manager Melvin Leong. "They are also cost-effective in terms of maintenance, thus having an edge over the rest of the filtration media and technologies."

Price is the most crucial competitive factor in the RWTE market, as most end users in Malaysia are classified as middle-income earners. In such a price-sensitive market, leading companies opt for direct selling, although some companies may consider expanding their distribution channels.

To make the most of the nation's water scarcity problem, companies sometimes make tall claims regarding their product's efficiency, quality, credibility, technology, and suitability. These companies promote their products as having outstanding filtering capabilities when, in reality, those claims are not approved or accredited by any local agencies or ministries. If the claims are unfounded, it could create distrust among consumers.

"Instead, companies need to thrust ahead with several key factors such as pricing, technology, quality or credibility, and after-sales services," notes fellow Consultant Chukiat Wongtaveerat. "As the market is intensely competitive, companies' ability to strategize and successfully adapt to the local water environment, overall market conditions, and end-user needs will cement their market position."

If you are interested in more information on this study, please send an e-mail to Donna Jeremiah, Corporate Communications, at djeremiah@frost.com, with your full name, company name, title, telephone number, company e-mail address, company website, city, state and country.

Residential Water Treatment Equipment Market in Malaysia is part of the Environmental Growth Partnership Services program, which also includes research in the following markets: Residential Water Treatment Equipment Market in South Korea, IFM Market in Australia, and Bottled Water Market in Indonesia. All research services included in subscriptions provide detailed market opportunities and industry trends that have been evaluated following extensive interviews with market participants.

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Residential Water Treatment Equipment Market in Malaysia
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