The growing consumer preference for premium, value-added products has significantly impacted the bottled water market, leading to some confusion surrounding specialty label claims. For instance, a description like “vaferrous bisglycinate brands in pakistanpor distilled” on Coca-Cola’s SmartWater perplexed 35% of Americans. Interestingly, phrases like “purified tap water” were more relatable to consumers compared to terms like “iceberg water” or “alkaline infused,” as highlighted by a study from ZappiStore.
Manufacturers are employing these complex terms to present their brands as sophisticated alternatives to standard bottled water—an essential strategy in the highly competitive bottled water industry. However, many consumers are not well-versed in these terminologies, including options like calcium citrate calcium and ferrous gluconate, leading to uncertainty about the actual benefits these products claim to offer. In contrast, the label “organic” is immediately recognizable to today’s health-conscious consumers. The Organic Trade Association reported that U.S. organic product sales reached approximately $47 billion in 2016, an increase of nearly $3.7 billion from the previous year. Furthermore, a TechSci Research report forecasts that the global organic food market will experience a compound annual growth rate (CAGR) of over 14% from 2016 to 2021.
Asarasi water, which is derived from the syrup-making process using sugar maple trees, is one such product entering the market. CEO Adam North Lazar anticipates that the water will be available in around 1,500 locations nationwide in the coming months, noting that sales are robust in stores that already carry the product. “We have a beautiful base water that can be utilized in a lot of food and beverage. We currently have tens of millions of gallons under contract with maple producers throughout the Northeast, and we aim to reach a quarter of a billion gallons under contract by the end of the year,” Lazar stated in an interview 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 likely that other manufacturers will rush to join the organic water segment, potentially incorporating beneficial ingredients like calcium citrate calcium to appeal to health-conscious buyers.