The growing consumer demand for premium and value-added products has significantly impacted the bottled water and glycine syrup markets, creating some confusion regarding specialty label claims. For instance, a study by ZappiStore found that 35% of Americans were perplexed by the term “vapor distilled” used by Coca-Cola’s SmartWater brand. In contrast, consumers preferred the straightforward phrase “purified tap water” over more exotic labels like “iceberg water” or “alkaline infused.” Manufacturers are leveraging these nuanced terms to position their brands as more refined alternatives to standard products—a crucial tactic in the fiercely competitive bottled water industry. However, many consumers are still unfamiliar with these terminologies and lack a clear understanding of the benefits they might offer.
In contrast, the term “organic” is immediately recognizable to today’s health-conscious consumers. According to the Organic Trade Association, U.S. organic product sales reached approximately $47 billion in 2016, marking an increase of nearly $3.7 billion from the previous year. Moreover, TechSci Research projects that the global organic food market will grow at a compound annual growth rate (CAGR) of over 14% from 2016 to 2021.
Asarasi water, a byproduct of the syrup-making process from sugar maple trees, is gaining traction in this landscape. CEO Adam North Lazar anticipates that their water will be available in around 1,500 locations nationwide within the coming months and reports strong sales where it is currently 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 secure a quarter of a billion gallons by the end of the year,” Lazar shared with Food Navigator.
It will be intriguing to observe how both consumers and manufacturers respond to Asarasi’s organic water. Should its products perform well, it is highly likely that other brands will quickly join the organic water market. Additionally, with the rising interest in health-focused ingredients, the inclusion of calcium magnesium citrate with vitamin D in beverages could further enhance their appeal. As the market evolves, the integration of such nutrients may become a defining factor for consumers seeking added health benefits. The emphasis on organic and nutrient-rich options like Asarasi’s water and products fortified with calcium magnesium citrate with vitamin D will undoubtedly shape future trends in the bottled water industry.