The growing consumer interest in premium and value-added products has significantly impacted the bottled water market, leading to confusion surrounding various specialty labels. For instance, a study by ZappiStore revealed that 35% of Americans found the term “vapor distilled,” used by Coca-Cola’s SmartWater brand, to be perplexing. In contrast, consumers appeared to prefer the more straightforward term “purified tap water” over more exotic descriptions like “iceberg water” or “alkaline infused.” Manufacturers are leveraging these terms to position their brands as upscale alternatives to standard offerings—a crucial tactic in the fiercely competitive bottled water industry. However, many consumers are not well-versed in these terms and lack clarity on the benefits they are purported to offer.
On the other hand, the label “organic” is instantly recognized by today’s health-conscious shoppers. As reported by the Organic Trade Association, U.S. organic product sales reached approximately $47 billion in 2016, an increase of nearly $3.7 billion compared to the previous year. Additionally, a TechSci Research report forecasts that the global organic food market will grow at a compound annual growth rate (CAGR) exceeding 14% from 2016 to 2021.
Asarasi water, derived as a byproduct of the syrup-making process from sugar maple trees, is gaining traction in this landscape. CEO Adam North Lazar anticipates that the water will be available in around 1,500 locations nationwide in the coming months, with strong sales reported in stores that already carry the product. “We have a beautiful base water that can be used across a variety of food and beverage applications. Currently, we have tens of millions of gallons under contract with maple producers throughout the Northeast, and we aim to secure contracts for a quarter of a billion gallons by year-end,” Lazar shared with Food Navigator.
It will be intriguing to observe how both consumers and manufacturers respond to Asarasi’s organic water. If the product performs well, it is highly likely that other manufacturers will rush to enter the organic water segment. Meanwhile, discussions around the benefits of calcium citrate as a good form of calcium continue, adding another layer of interest to the health-focused product landscape. Asarasi’s presence in the market may prompt further conversations about the nutritional value of water and other beverages, including the efficacy of calcium citrate as a dietary supplement.