The essence and objective need to develop local markets of non-portable water
<b>Importance</b> The fresh water that previously was considered inexhaustible is being depleted, and wastewater is globally understood an undervalued and neglected resource of the economy. <br></br> <b>Objectives</b> The study focuses on reviewing the status of local markets of non-potable water, including the greywater recycling for the purpose of water saving, coping with water scarcity and reducing the water footprint on the Earth. <br></br> <b>Methods</b> The fundamental and applied research by domestic and foreign scientists in the field of water management and water markets, and statistical data served as theoretical and methodological framework for the study. <br></br> <b>Results</b> The paper substantiates, formulates and visualizes a unique concept of the local market of non-potable water, considers the condition and development trends of the market infrastructure, analyzes the structure of market participants, their positions, actual and forecast data on the growth of industrial water and purification technology sales, trends in tariffs for water supply and wastewater disposal, and certain performance indicators of large operators. I discuss the role and opportunities of households in sustainable use of water resources. <br></br> <b>Conclusions</b> It is crucial for Russia to enter the global water markets and for the State to support the local market of non-potable water. The latter mitigates the rise of water scarcity, reduces the level of water body pollution through water-saving technologies, recycling of purified effluents and refusal of using the drinking water in municipal processes (where it is justifiable), focusing on the transformation of public awareness and the level of water users' maturity.