The potential growth within this market with America alone can be attributed to an imprecise nature of weather, a skyrocketing population growth and subsequent increases in demand for water in arid, semi-arid and coastal areas despite water being relatively inexpensive and plentiful compared to many other parts of the world. In addition, many communities are turning to desalination technology as a cost effective method of meeting increasingly stringent water quality regulations.
Governmental agencies such as the USBR have a guiding vision that "By 2020, desalination and water purification technologies will contribute significantly to ensuring a safe, sustainable, affordable, and adequate water supply for the United States". Other key drivers in the market include localized water shortages, saltwater intrusion into underground aquifers, political involvement, reduced plant prices and the thought that alternative water supply options such as recycling of sewage effluent remain unacceptable. Some of the key restraints include presently sufficient water supplies, the relative high cost of desalinated water and increased rates of water reuse and recycling for agricultural and industrial use