Targeting Healthy Pleasure and Slow Aging Trends
Market Expansion Through Advanced Filters with Silicate and Other Ingredients
Considering Development of Composite Filters for Miniaturization Trend
Kyowon Wells is seeking to differentiate itself in the saturated water purifier market by advancing its filter technology. In line with the Healthy Pleasure and slow aging trends, the company is applying filters that either add health-related ingredients or enhance related functions. Looking ahead, Kyowon Wells plans to boost its product competitiveness by developing customized mineral solutions that allow users to choose key minerals and vitamins according to their individual health conditions and needs.
According to industry sources on May 28, Kyowon Wells is moving away from the traditional competition focused on water taste and design, and is instead making filter performance itself the core of its product competitiveness as it seeks to expand its market presence. A Kyowon Wells representative explained, "Recently, there has been growing interest not just in clean water, but in water that supports health," adding, "We are focusing on developing filter technology that goes beyond taste to consider health benefits."
Kyowon Wells’ filter technology strategy has been embodied in key products such as the ‘Slim One’. The new direct water purifier ‘Slim One’, launched in April, features the ‘Plus Mineral Filter’, which adds silicate to the water. Silicate is known to support bone health, enhance immunity, and help maintain brain health. For the ‘Ice One’ ice water purifier launched last year, the company applied a filter with twice the mineral content of its previous ice water purifiers, promoting ‘mineral ice’ as a unique selling point. As a result, sales of Ice One between April and December last year increased by 141% compared to sales of ice water purifiers during the same period the previous year. Notably, Kyowon Wells reported that even during the off-season in winter (October to December), sales of ice water purifiers rose by 191% year-on-year, attributing this growth to the impact of Ice One.
Kyowon Wells is currently focusing on developing customized solutions to further advance its filter technology. The company is researching filter technology that allows customers to select not only key minerals such as calcium, magnesium, and silicate, but also functional ingredients like vitamins according to their preferences. The goal is to enable selective mineral supply based on individual health concerns such as age, bone health, and immunity.
The company is also developing filters in response to the miniaturization trend. As the number of one- to two-person households increases and demand for compact water purifiers rises, Kyowon Wells is considering the development of high-performance composite filters that integrate multiple functions into a single filter. The plan is to minimize the number of filters while providing both water purification and enhanced mineral functions, thereby meeting market demands for both compactness and functionality.
A Kyowon Wells representative stated, "We will continue to introduce technologies and products that meet the needs of consumers seeking both health and convenience in the era of well-aging, driving ongoing growth."
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