# Upgraded Water Filtration Systems Brita Upgrades Its Elite™ Filter, Supercharging Its Capabilities By Kalin Ned | Published 2023-07-13 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/elite-filter References: [target](https://www.target.com/p/brita-2ct-elite-replacement-water-filter-for-pitchers-and-dispensers/-/A-51847372) & [brita](https://www.brita.com/products/elite-replacement-filters/)  The Elite™ Filter by popular [water filtration solution](https://www.trendhunter.com/trends/drinking-water-system) company [Brita](https://www.trendhunter.com/trends/taste-over-everything) was recently upgraded as the brand strengthens its roster of offerings. The "new and improved Elite™ Filter" is said to remove 99% of lead from tap water and to significantly reduce most other contaminants. According to the brand, this precision is what sets its offering apart from other [filtration solutions on the market](https://www.trendhunter.com/trends/r9-countertop). The Elite™ Filter is compatible with all Brita pitchers and dispensers, with the one exception being Stream. Brita's upgrade on the product also ensures that the filter lasts three times longer than before. The patented pleated filter technology delivers a six-month lifespan for the product. No pre-soak is necessary. The Elite™ Filter is recyclable through a TerraCycle partnership. Image Credit: Brita ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 50% | Activity: 57% | Freshness: 17% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Kitchen](https://www.trendhunter.com/kitchen) ## Key Themes ### What's Driving This Trend - **Upgraded Water Filtration Systems:** The upgrade of Brita's Elite Filter presents an opportunity for other water filtration system companies to enhance their products and improve contaminant removal capabilities. - **Improved Contaminant Removal:** The enhanced filtration capabilities of Brita's Elite Filter highlight the need for innovation in the water filtration industry to develop systems that can remove a wide range of contaminants. - **Extended Filter Lifespan:** The longer lifespan of the Elite Filter offers potential for other water filtration system manufacturers to create filters that require less frequent replacement, providing convenience to consumers. ### Who This Affects Most - **Water Filtration Systems:** Companies in the water filtration industry should explore the development of upgraded filter technologies to meet consumer demands for improved water quality and safety. - **Eco-friendly Recycling Partnerships:** The recyclability of Brita's Elite Filter through the TerraCycle partnership presents opportunities for other companies in various industries to forge similar eco-friendly partnerships for sustainable product disposal. - **Consumer Kitchen Appliance Brands:** Kitchen appliance brands can consider incorporating advanced water filtration systems into their products to cater to consumer preferences for convenient and high-performing water filtration solutions. ## Related on Trend Hunter - [High-Speed Water Filters](https://www.trendhunter.com/trends/electric-water-filter-pitcher.md) - [Powered Pitcher-Style Water Purifiers](https://www.trendhunter.com/trends/piurify-alchemy.md) - [Automatic Water Filter Pitchers](https://www.trendhunter.com/trends/automatic-water-filter.md) - [Vegetable-Activated Carbon Water Filters](https://www.trendhunter.com/trends/blupura-blutron.md) - [Five-Stage Water Filtration Pitchers](https://www.trendhunter.com/trends/water-filtration-pitcher.md) - [Elegant Instant Water Filters](https://www.trendhunter.com/trends/tappwater-ecopro-compact.md) - [Energetic Filtered Water Campaigns](https://www.trendhunter.com/trends/taste-over-everything.md) - [Personal Water Filtering Straws](https://www.trendhunter.com/trends/lifestraw.md) - [Compatibly Compact Water Filters](https://www.trendhunter.com/trends/compact-water-filter.md)