VIEWPOINT: AQUAPHOR


Febraury/March 2026 housewareslive.net


Water you waiting for? T


As concerns around microplastics and PFAS grow, water filtration is shifting from a convenience to a health-led essential. The category is evolving rapidly, presenting new opportunities for housewares retailers.


he growing conversation around microplastics and PFAS “forever chemicals” is no longer confined to environmental headlines – it is actively reshaping consumer behaviour in the home. What


was once considered a niche kitchen accessory is rapidly becoming an essential purchase, as water filtration moves firmly into the mainstream and aligns with the wider health and wellness movement. Consumer confidence in UK tap water is being influenced by


increasingly high-profile media coverage. Reports from outlets such as BBC News and The Independent have drawn attention to the presence of microplastics and persistent chemicals in water supplies, raising questions not only about taste, but about long-term health implications. As a result, households are becoming more mindful of what they and their families are drinking every day. Recent research commissioned by AQUAPHOR, one of the UK’s


fastest-growing water filtration brands, highlights this shift. While 97% of Brits express concerns about tap water quality, 40% still drink it unfiltered. At the same time, 70% of those who do use filtration systems have not replaced their filter jug in the past year. For the housewares trade, this points to a market that is both highly aware and significantly underdeveloped, with clear opportunities for growth through education and engagement. Families are a key driver of this change. Increasingly, parents are looking for simple, practical ways to feel more in control of their daily consumption and reduce exposure to potentially harmful substances such as PFAS. Hydration is now closely linked to overall wellbeing, and filtration is being viewed less as a convenience and more as a preventative health measure. This shift is reflected in AQUAPHOR’s recent partnership with Mumsnet, a platform widely trusted by UK parents for product recommendations. With millions of users seeking advice on home and health-related purchases, water filtration is becoming part of everyday


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family conversations. For retailers, this repositioning is significant: filtration now sits at the intersection of wellness, sustainability and family life – three of the most influential drivers in the housewares sector. As interest grows, so too do expectations. Consumers are no longer


satisfied with basic filtration that simply improves taste by reducing chlorine. Instead, they are seeking solutions that address a broader range of contaminants and offer demonstrable performance. AQUAPHOR’s product range reflects this evolution. Its premium Glass


filtration jug combines functionality with a refined, Scandinavian-inspired aesthetic, designed to move seamlessly from fridge to table. Newer additions such as the minimalist Fresh jug cater to modern households with space-saving designs, while the upcoming Lago model offers increased capacity and a contemporary silhouette suited to family use. Central to the range is AQUAPHOR’s Maxfor+ filter cartridge, engineered to reduce chlorine, limescale, heavy metals, pesticides, microplastics and PFAS, while retaining essential minerals. This emphasis on scientifically backed performance mirrors a broader trend within housewares, where consumers are seeking products that deliver measurable benefits. Nigel Wheeler, Managing Director at AQUAPHOR UK, notes the shift in consumer mindset: “It is totally understandable that the public have become more conscious about what they put in their bodies when there is so much conflicting information out there.” He adds that today’s shoppers “want a well-designed product that


offers clean, safe water for them and their families.” Sustainability also remains a key consideration. AQUAPHOR’s


filters are designed to last between 150 and 500 litres and can be recycled through its UK partnership with ReFactory. This supports a strong circularity message, aligning with the increasing importance of environmentally responsible purchasing decisions.


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