The consumer demand for premium and value-added products has significantly impacted the bottled water market, leading to confusion regarding specialty label claims. For instance, a study by ZappiStore revealed that 35% of Americans found the term “vapor distilled,” used by Coca-Cola’s SmartWater brand, perplexing. In contrast, the term “purified tap water” resonated more effectively with consumers than labels like “iceberg water” or “alkaline infused.” Manufacturers are employing these complex terms to position their brands as more sophisticated than standard offerings, which is a crucial strategy in the highly competitive bottled water industry. However, many consumers are still unfamiliar with these terminologies and lack a clear understanding of the benefits they are said to provide.
On the other hand, the label “organic” is instantly recognized by today’s health-conscious consumers. In 2016, organic product sales in the U.S. reached approximately $47 billion, showing an increase of nearly $3.7 billion from the previous year, according to the Organic Trade Association. Furthermore, a TechSci Research report forecasts that the global organic food market will grow at a compound annual growth rate (CAGR) of over 14% from 2016 to 2021.
Asarasi water, derived from the syrup-making process of sugar maple trees, is gaining attention in this context. CEO Adam North Lazar anticipates that Asarasi water will be available in around 1,500 locations nationwide within the coming months, boasting strong sales where it is already stocked. “We have a beautiful base water that can be utilized in a variety of food and beverage applications. We currently have tens of millions of gallons under contract with maple producers across the Northeast, and we aim to reach a quarter of a billion gallons under contract by year-end,” Lazar told Food Navigator.
It will be fascinating to observe how consumers and manufacturers respond to Asarasi’s organic water. If its products perform well, it is likely that other producers will rush to enter the organic water market. Additionally, with the rising popularity of supplements like calcium citrate Kirkland, which is often sought for its health benefits, the demand for products that combine organic labels with functional attributes may further influence consumer choices in the bottled water segment. As the market evolves, the interplay of labels such as organic and innovative terms like calcium citrate Kirkland will play a critical role in shaping consumer preferences.