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Point of use faucet filter and pitcher filter dangers

By Miracule, LLC

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While there are many brands on the market, they all have several things in common: In almost all cases they do not remove most biological contaminates like Bacteria, Viruses & Cysts. They also do very little to remove most of the 80,000+ chemical contaminates currently found in water supplies around the world.
Taste and sleek attractive design are the main concern of these manufacturers, as their technology fails to eliminate enormous numbers and types of harmful contaminants. They believe that you will purchase based almost solely upon the product’s appearance and their advertising that it is "pure".

The two most popular 'point-of-use' faucet filtration and pitcher filtration manufactures have grown significantly in the past 7 years: Proctor and Gamble ("PUR" filters) and Clorox ("Brita" faucet and pitcher filters) are the two leading competitors worldwide. Such filter units are inexpensive but vary dramatically in their ability to remove harmful chemicals and other pollutants from the water. Their primary feature is making the water taste better.

Brita touts that they are "The Market Leader in Portable Household Water Filtration", but they only remove 75% of the chlorine, none of the chlorine by-products, and almost none of the toxic chemicals found in water supplies today. In addition, both Brita and PUR filters neglect to remove any significant amount of the 5 most common contaminants found in public source water. To compete with one another, PUR has launched a new pitcher filter, while Brita has launched a new faucet filtration unit.

In 2008, Proctor and Gamble posted net sales in their Health Care business unit, which includes the PUR products, posted sales of $12 billion dollars, Source: P&G 2009 Annual Report just 5% of a 240 billion global healthcare products market, nearly triple the 2001, $4.2 billion figure in place when we first started tracking these figures. While this includes PUR products and does not solely represent PUR products, their net sales have increased steadily and significantly over the past several years.

In 2001, Clorox posted net sales of $2.2 billion dollars in their household products unit of which Brita is included. Their second quarter earnings alone had risen to $1.9 billion in 2008 (according the a San Francisco Business Times Monday, February 4, 2008 report.
Back in 2001 Brita was impacted by the decline in orders from KMart and volume gains for their newly introduced faucet filtration unit was offset by this, and distribution losses of their Brita "Fill-and-Go" sports bottle. We post this public statement by the Clorox people below to indicate the fact that Clorox’s plan appearing not plan to differentiate their products emphasizing their filtration capabilities to filter more contaminants, but looking instead to improve the look of their product and taste of the water seems to be working. Sales are definitely up:

Brita, a phenomenal success for Clorox and a brand many people don't associate with our company, continued to maintain its strong No. 1 position in water filtration systems, despite a slight drop in volume for the year...As the leader in water filtration system sales, Brita continued to innovate by improving its current systems, designing sleek new pitcher models and creating new ways to produce great-tasting Brita water. Brita also introduced a strong new product in the faucet-mount filter category."

If the way things look and taste are your only concern, then cheap faucet mount and pitcher filter systems may be what you want. Your life and those you love depend upon your choice.

Protect Your Health and those you love by using quality water filtration & enhancement products - don’t just buy from anywhere without careful comparison. We encourage you to read some of our many articles on water filtration and enhancement in the MiraculeWater Library before making any purchases.

Content below is from this site
Water is better when it's not in a bottle. That's the theme behind Pur Water Filtration's new "Voice of water" TV campaign breaking this week. Owned by Procter & Gamble, the brand is taking on the besieged bottled water segment with a $45 million-plus campaign which taps Scrubs star Zach Braff as, literally, the voice of water.

"I'm water. I shouldn't be trapped in a bottle. I've got things to do. Trees to grow. Thirsts to quench . . . " Braff says in the first TV spot. Supporting print ads, which debut in November magazines, read: "I don't need a cap and a label. I look better naked." Tag: "Pur. Good, clean water."

After years of double-digit growth, the bottled water category grew less than 1% for the first half of the year, per Beverage Digest, Bedford Hills, N.Y. Price, safety and the wastefulness of discarding plastic bottles are among the factors affecting the category.

"The bottled water backlash is hitting a fever pitch," said Eric Yaverbaum, co-founder of, which promotes tap water. "We've had water filters for years and no one cared. But, no one was talking about whether or not bottled or tap water was safe. This is a great opportunity for them."

Bruce Lux, brand manager at Pur North America, agreed: "There is a lot of confusion (about safe drinking water). We've definitely seen an uptick because of this confusion."

Pur filters are No. 2 in the category. Sales grew 9.7% to $22 million for the 52 weeks ending Sept. 7, per IRI. Brita was up 8.1% to $61.4 million.

P&G spent $45 million in measured media behind Pur last year, per Nielsen Monitor-Plus. Lux said media spending will increase for the new effort. TBWA/Chiat/Day, Los Angeles, is Pur's agency.

While Pur's past efforts focused on the functional benefits of the filter, this is the first time the ads will talk about the water. Said Lux: "It's an opportunity for us to talk about solutions, not just the issues."

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