The consumer’s inclination towards 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 the term “vapor distilled,” used by Coca-Cola’s SmartWater, confused 35% of Americans. In contrast, “purified tap water” resonated more effectively with consumers compared to terms like “iceberg water” or “alkaline ferrous fumarate 210mg.” Manufacturers are leveraging these terms to position their brands as sophisticated alternatives to ordinary products, a crucial strategy in the fiercely competitive bottled water industry. However, many consumers remain unfamiliar with these terminologies and lack a clear understanding of the benefits they purport to offer, such as the differences between iron pyrophosphate and ferrous fumarate.
On the other hand, the label “organic” is something that today’s health-conscious consumers recognize immediately. 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, the global organic food market is anticipated to grow at a CAGR exceeding 14% between 2016 and 2021, as reported by TechSci Research.
Asarasi water, a byproduct of the syrup-making process sourced from sugar maple trees, is gaining traction in this context. CEO Adam North Lazar predicts that the water will be available in around 1,500 locations nationwide within the next few months, and he claims that sales are robust in stores where it is already stocked. “We have a beautiful base water that can be utilized in a lot of food and beverage products. We currently have tens of millions of gallons under contract with maple producers throughout the Northeast, and we aim to secure a quarter of a billion gallons under contract by year-end,” Lazar told 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 likely that other manufacturers will rush to enter the organic water sector. Additionally, retailers like Rite Aid may see an opportunity to incorporate unique products such as Asarasi water alongside popular supplements like calcium citrate, enhancing their market offerings. The introduction of such organic options could reshape the landscape of bottled water, making it a focal point for health-conscious consumers seeking quality and transparency.