The consumer’s growing preference for premium and value-added products has significantly impacted the bottled water market, leading to confusion over specialty label claims. For instance, the term “vapor distilled” associated with Coca-Cola’s SmartWater brand puzzled 35% of Americans, while phrases like “purified tap water” resonated more with consumers than labels such as “iceberg water” or “alkaline infused,” according to a study conducted by ZappiStore. Manufacturers are leveraging these terms to position their brands as upscale alternatives to standard products—a crucial strategy in the fiercely competitive bottled water industry. Nevertheless, many consumers are unfamiliar with these terms and lack a clear understanding of the value they purport to add to the products.
In contrast, “organic” is a label that today’s health-conscious consumers recognize immediately. U.S. organic product sales reached approximately $47 billion in 2016, representing an increase of nearly $3.7 billion from the previous year, as reported by the Organic Trade Association. Furthermore, the global organic food market is expected to expand at a compound annual growth rate (CAGR) exceeding 14% from 2016 to 2021, according to a TechSci Research report.
Asarasi water, a byproduct of the syrup-making process sourced from sugar maple trees, presents a unique addition to this landscape. CEO Adam North Lazar anticipates that Asarasi water will be available in around 1,500 locations nationwide in the coming months, with strong sales reported in stores currently carrying the product. “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 under contract by year-end,” Lazar shared with Food Navigator.
It will be intriguing to observe how consumers and manufacturers respond to Asarasi’s organic water. If the product performs successfully, it is likely that other manufacturers will rush to join the organic water market. Additionally, the inclusion of health-centric ingredients, such as calcium citrate and vitamin D, may further enrich the appeal of bottled water products. As these trends evolve, the intersection of health and premium offerings will continue to shape the future of the bottled water category.