Unlike PUR and most other water filter pitchers that rely primarily on activated carbon, ZeroWater uses a 5-stage ion exchange filtration system. The brand was acquired by Culligan International in 2020 and is now sold as Culligan with ZeroWater Technology.
Instead of simply improving taste and odor, ZeroWater’s filtration process uses deionization to remove 99.6% of total dissolved solids (TDS), including dissolved metals, minerals, and salts.
Every pitcher and dispenser also includes a digital TDS meter, allowing you to measure your water before and after filtration and know exactly when it’s time to replace the filter.
Contaminant Reduction
ZeroWater is independently certified by IAPMO to reduce 99.7% of total PFAS (“forever chemicals”) under NSF/ANSI 53 standards.
Beyond PFAS, it is certified to reduce 25 additional contaminants, including lead, chromium-6, pharmaceuticals, and pesticides, for a total of 26 certified contaminant reductions.
Filter Life
Filter lifespan depends heavily on the quality of your tap water. ZeroWater estimates filters can last up to 6 months based on filtering approximately 11 eight-ounce glasses per day, but actual lifespan varies with your local TDS levels.
In areas with particularly hard or mineral-rich water, many users report replacing filters much more frequently. Fortunately, the included TDS meter removes the guesswork by indicating when the filter has reached the end of its life.
The Biggest Tradeoff
The same filtration process that removes dissolved contaminants also removes naturally occurring minerals like calcium and magnesium, along with 99.7% of fluoride.
The result is exceptionally pure water, but some people find it tastes noticeably flatter than mineral-containing filtered water. Whether that’s a benefit or a drawback ultimately comes down to personal preference.
What PUR Is Doing Differently
PUR has been making water filtration products for more than 35 years. Unlike ZeroWater’s deionization system, PUR combines activated carbon and ion exchange materials to reduce contaminants while leaving beneficial minerals, including fluoride, in the water.
The activated carbon targets chlorine, pesticides, pharmaceuticals, and other organic compounds, while the ion exchange materials help reduce heavy metals like lead and mercury. PUR also offers its MineralClear filter, which filters water over natural minerals to deliver a cleaner taste without stripping the water of its natural mineral profile.
What PUR Removes
PUR pitcher filters are certified to three NSF/ANSI standards. NSF/ANSI 42 covers chlorine taste and odor, NSF/ANSI 53 covers health-related contaminants like lead and mercury, and NSF/ANSI 401 covers emerging contaminants such as certain pharmaceuticals and pesticides. The PUR PLUS filter is also certified to reduce microplastics, making it a more capable option than the Basic filter.
One important distinction is PFAS. PUR pitcher filters are not certified to reduce PFAS, although PUR’s faucet mount filters are certified to reduce PFAS and up to 70 contaminants in total. If PFAS removal is a priority, choosing the right PUR filtration system matters.
Filter Life
PUR pitcher filters last up to 40 gallons or about two months, regardless of your water’s TDS level. That gives you a more predictable replacement schedule than systems whose lifespan varies based on local water quality. Each filter also includes a reminder sticker to help you keep track of replacement time.
Filtration Speed
Filtration speed is also important. I’ve been using my PUR pitcher and refilled it several times. It takes less than 5 minutes to fill and filter my 8 cup pitcher. I can’t speak to ZeroWater personally, but Reddit users have reported it’s a slower process.
I also went with one of PUR’s smaller pitchers. Refrigerator space is valuable real estate with two growing teens and having to move things around to fit a large pitcher gets old fast. The smaller size fits without the hassle, easily on my door and I don’t feel like I’m sacrificing half my fridge shelf to keep my pitcher of water cold.
Filter Lifespan at a Glance
| PUR Pitcher | ZeroWater Pitcher | |
| Filter technology | Activated carbon + ion exchange | 5-stage ion exchange |
| Rated lifespan | 40 gallons / 2 months | Varies by TDS level |
| Replacement indicator | Electronic LED (select models) | Included TDS meter |
| Minerals retained | Yes | No |
| Fluoride | Retained | Reduced by 99.7% |
| PFAS certified (pitcher) | No | Yes, 99.7% total PFAS |
Both Brands’ Products
PUR has pitchers that come in 7, 8, 10, 11, and 12 cup sizes, plus 30 and 44 cup dispensers. Faucet attachments come in vertical and horizontal styles across a range of colors and finishes. All products are widely available at major retailers and online.
ZeroWater offers pitchers in 10 and 22 cup sizes, dispensers in 20, 23, and 32 cup sizes, plus a 5-gallon cooler dispenser for larger households. Replacement filters and starter kits are also available. Every ZeroWater product includes a TDS meter and can also be found at major retailers and online.
Which One Should You Choose?
When I switched to my PUR filtered water pitcher it tasted better than my refrigerator water filter. That was enough to sell me on it day to day and sacrifice a little space in my refrigerator, but taste is still subjective and can vary depending on where you live and your pipes.
ZeroWater’s output can taste flat to some people since the minerals are fully stripped out. PUR’s MineralClear filter addresses that by filtering water over natural minerals, which keeps the taste closer to what most people are used to.
If PFAS is your main concern, ZeroWater’s pitcher covers it. It’s also a strong option for households dealing with high TDS levels or documented heavy metal contamination. The 26 certified contaminants and the ability to verify results with the included TDS meter give you something concrete to point to. Just go in knowing that filter replacement frequency varies with your water quality.
PUR pitcher filters last longer, have a predictable replacement schedule, cost less per filter, and retain minerals and fluoride. The certifications cover a wide range of contaminants across three NSF/ANSI standards. And if PFAS reduction is a priority, and PUR’s faucet mount covers that too, plus 70 contaminants without refilling a reservoir.
Before buying either one, it may be helpful to check your municipal water report. Your utility publishes an annual Consumer Confidence Report listing detected contaminants by name. The EWG (Environmental Working Group) also maintains a searchable tap water database by zip code. Knowing what’s actually in your water will point you toward the system that fits what’s coming out of your tap and fits your families needs.
