The consumer demand for premium and value-added products has significantly impacted the bottled water market, leading to confusion surrounding various specialty label claims. For instance, a study by ZappiStore revealed that the term “vapor distilled” associated with Coca-Cola’s SmartWater perplexed 35% of Americans, while “purified tap water” was more relatable than terms like “iceberg water” or “alkaline infused.” Manufacturers are adopting these labels to position their brands as sophisticated alternatives to standard products, an essential tactic in the fiercely competitive bottled water industry. However, many consumers remain unfamiliar with these terms and lack a solid understanding of the purported benefits they offer.
In contrast, the label “organic” is instantly recognized by today’s health-conscious consumers. The sales of organic products in the U.S. reached approximately $47 billion in 2016, an increase of nearly $3.7 billion from the previous year, according to the Organic Trade Associations. Furthermore, the global organic food market is anticipated to expand at a compound annual growth rate (CAGR) exceeding 14% from 2016 to 2021, as reported by TechSci Research.
Asarasi water, derived from the syrup-making process of sugar maple trees, is gaining attention. CEO Adam North Lazar anticipates that the water will soon be available in about 1,500 locations nationwide, claiming strong sales in stores where it is already offered. “We have a beautiful base water that can be utilized in a lot of food and beverage applications,” Lazar stated in an interview with Food Navigator. “Currently, we 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 under contract by the end of the year.”
The introduction of Asarasi’s organic water is poised to intrigue both consumers and manufacturers. If the products perform well in the market, it is likely that other brands will quickly follow suit and enter the organic water segment. Additionally, the incorporation of ingredients like citric acid, calcium carbonate, and calcium citrate may further enhance the appeal and health benefits of bottled water offerings, potentially influencing consumer choices and driving competition in this evolving market.