If you’re shopping for a water filter pitcher, three names dominate the market: Brita, PUR, and ZeroWater. All three are household brands with widespread availability and decades of consumer trust. But while they may look similar on the shelf, the way these pitchers filter your water—and what they remove—varies more than you might expect.
In this article, we’ll compare Brita, PUR, and ZeroWater across key performance categories including contaminant removal, taste improvement, filter lifespan, price, and ease of use. You’ll find detailed product summaries, Amazon ratings and links, pros and cons for each, a side-by-side feature comparison table, and clear picks for which brand is best in each category.
Disclosure: As an Amazon Associate, we earn from qualifying purchases. This post may contain affiliate links that help support our content at no additional cost to you.
💧 Brita Elite Pitcher with Longlast+ Filter
Amazon Rating: 4.7 out of 5 stars
View on Amazon
Brita’s Elite Pitcher with Longlast+ Filter is a go-to option for people who want easy, reliable filtration without breaking the bank. The Longlast+ filter is NSF certified to remove lead, chlorine, cadmium, benzene, and asbestos. It’s also one of the longest-lasting filters in its class, with a lifespan of up to 120 gallons.
The pitcher is slim enough to fit in most refrigerator doors and features a flip-top lid for easy refilling. Brita filters are widely available, making replacements quick and hassle-free. However, it doesn’t remove fluoride, microplastics, or PFAS—so while it’s great for taste and basic safety, it’s not as comprehensive as some higher-end options.
Pros:
- Removes lead, chlorine, and common contaminants
- Long filter life (120 gallons)
- Easy to use and refill
- Slim, fridge-friendly design
- Affordable and widely available
Cons:
- Doesn’t remove PFAS, fluoride, or microplastics
- Basic carbon filter design
💧 PUR Ultimate Pitcher with Lead Reduction
Amazon Rating: 4.4 out of 5 stars
View on Amazon
The PUR Ultimate Pitcher is another strong option for households focused on improving taste and removing heavy metals. This model uses a two-stage filter with activated carbon and ion exchange resin, certified to reduce over 20 contaminants, including 99% of lead, mercury, chlorine, and some industrial pollutants.
It’s bulkier than Brita, and filter replacement can be a little tricky, but for the price, it offers excellent performance. Its filter lifespan is about 40 gallons—lower than Brita’s—but replacement filters are relatively affordable. PUR’s filtration tends to improve the taste of heavily chlorinated tap water more noticeably than Brita.
Pros:
- Certified to remove lead, mercury, and chlorine
- Strong taste improvement for tap water
- Budget-friendly
Cons:
- Shorter filter life (40 gallons)
- Bulkier design
- Less intuitive filter replacement
💧 ZeroWater 10-Cup Pitcher
Amazon Rating: 4.5 out of 5 stars
View on Amazon
ZeroWater stands apart with its 5-stage ion exchange filtration system that removes nearly all total dissolved solids (TDS)—something the other two brands don’t attempt. Each pitcher comes with a digital TDS meter so users can verify results immediately. It’s NSF certified to reduce chromium, lead, fluoride, and several heavy metals.
The filtration is aggressive, and while it leaves the water incredibly pure, some users say it tastes “too flat.” Filters also don’t last as long—typically 20 to 40 gallons depending on your water’s TDS. If you want measurable, laboratory-grade results and don’t mind frequent filter changes, ZeroWater delivers.
Pros:
- Removes virtually all TDS (99.6%)
- Includes digital TDS meter
- Targets fluoride and heavy metals
- Strong lab certifications
Cons:
- Short filter lifespan (20–40 gallons)
- Water may taste too flat for some
- Bulkier and heavier design
🔍 Comparison Table
| Feature | Brita Elite | PUR Ultimate | ZeroWater 10-Cup |
|---|---|---|---|
| Filter Life | 120 gallons | 40 gallons | 20–40 gallons |
| Lead Removal | Yes | Yes | Yes |
| Fluoride Removal | No | No | Yes |
| Chlorine Taste/Odor | Yes | Yes | Yes |
| Removes PFAS | No | No | No |
| Removes Microplastics | No | No | No |
| TDS Reduction | Low | Moderate | High (99.6%) |
| Smart TDS Meter | No | No | Yes |
| Filter Availability | Widely Available | Common | Moderate |
| Price Range | $ | $ | $$ |
🏆 Best Picks by Category
- Best Overall Value: Brita Elite
- Best for TDS Removal: ZeroWater
- Best Budget Filtration: PUR Ultimate
Final Thoughts
Brita, PUR, and ZeroWater each offer something different, depending on your priorities. Brita is a solid all-around performer with long filter life and broad retail availability. PUR delivers budget-friendly lead and chlorine reduction, though with a shorter filter lifespan. ZeroWater goes the extra mile on TDS and fluoride removal—but you’ll need to change filters more often and may find the water too neutral in flavor.
Ultimately, the best water filter pitcher is the one that matches your water quality concerns, your taste preferences, and your routine. Whether you’re optimizing for flavor, contaminant removal, or long-term savings, each of these brands has a place in the market—and a pitcher that might be perfect for your home.
Head back to the Water Filter Pitchers main page