The increasing consumer demand for premium and value-added options has significantly impacted the bottled water market, leading to confusion regarding specialty label claims. For instance, a study by ZappiStore revealed that 35% of Americans found the term “vapor distilled,” associated with Coca-Cola’s SmartWater brand, perplexing. In contrast, the term “purified tap water” was more relatable to consumers than labels like “iceberg water” or “alkaline infused.” Manufacturers are leveraging these terms to position their brands as sophisticated alternatives to standard products, a crucial approach in the highly competitive bottled water industry. However, many consumers lack familiarity with these labels and do not fully grasp the value they are intended to convey.
On the other hand, the organic label is one that today’s health-conscious consumers immediately recognize. Sales of organic products in the U.S. reached approximately $47 billion in 2016, marking an increase of nearly $3.7 billion from the previous year, according to the Organic Trade Association. The global organic food market is also expected to grow at a compound annual growth rate (CAGR) of over 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 in this landscape. CEO Adam North Lazar anticipates that the product will be available in around 1,500 locations nationwide in the coming months, citing strong sales in stores where it is currently sold. “We have a beautiful base water that can be utilized in a variety of food and beverage applications. We currently have contracts for tens of millions of gallons with maple producers throughout the Northeast, and we aim to secure a quarter of a billion gallons under contract by year’s 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 likely that other producers will be eager to join the organic water segment. Additionally, there has been notable interest in products like Citracal Petites available on Amazon, reflecting a trend towards health-conscious choices. The growing popularity of organic options, including Asarasi water, may encourage more brands to introduce similar offerings, as consumers seek out both quality and health benefits in their purchases.