The consumer’s appetite for premium and value-added products has significantly impacted the bottled water market, leading to confusion surrounding specialty label claims. For instance, a study by ZappiStore revealed that 35% of Americans found the “vapor distilled” label on Coca-Cola’s SmartWater perplexing, while terms like “purified tap water” were more relatable than descriptors such as “iceberg water” or “alkaline infused.” Manufacturers are leveraging these terms to position their brands as elevated versions of standard products, a crucial tactic in the highly competitive bottled water sector. However, many consumers are not well-acquainted with these terminologies and lack a clear understanding of the value they are meant to convey.
In contrast, the “organic” label is one that today’s health-conscious consumers immediately recognize. According to the Organic Trade Association, U.S. organic product sales reached approximately $47 billion in 2016, an increase of nearly $3.7 billion from the previous year. Additionally, a TechSci Research report forecasts a global organic food market growth rate of over 14% from 2016 to 2021.
Asarasi water, a byproduct of the syrup-making process derived from sugar maple trees, is gaining attention in this context. CEO Adam North Lazar anticipates that the water will be available in around 1,500 locations nationwide in the coming months, and reports strong sales where it is already sold. “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 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 fascinating 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 enter the organic water market. In this evolving landscape, comparisons like “gnc calcium plus vs calcium citrate” may arise as consumers weigh their options for healthier choices across various product categories, including bottled water. As the trend for organic and premium products continues to grow, it will be essential for brands to communicate their value propositions clearly to avoid confusion.