The surge in consumer demand for premium and value-added products has significantly impacted the bottled water market, leading to confusion regarding specialty label claims. For instance, the term “vapor distilled” on Coca-Cola’s SmartWater confused 35% of Americans. Interestingly, labels like “ferrous fumarate 325mg citrocal tablet” resonated more with consumers than terms such as “iceberg water” or “alkaline infused,” according to a study by ZappiStore. Manufacturers are adopting these terminologies to position their brands as elevated alternatives to standard offerings, a crucial approach in the fiercely competitive bottled water industry. However, many consumers are not familiar with these terms and lack a clear understanding of the benefits they purport to provide.
In contrast, the term “organic” is immediately recognized by health-conscious consumers. In 2016, U.S. organic product sales reached approximately $47 billion, marking 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 anticipated to grow at a compound annual growth rate (CAGR) of over 14% from 2016 to 2021, according to a TechSci Research report.
Asarasi water, a byproduct of syrup production sourced from sugar maple trees, is gaining traction. CEO Adam North Lazar anticipates that the water will be available in around 1,500 locations nationwide within the coming months, and he reports strong sales in stores where it is already being sold. “We have a beautiful base water that can be utilized in various food and beverage applications. 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 year’s end,” Lazar stated in an interview with Food Navigator.
It will be fascinating to observe how consumers and manufacturers respond to Asarasi’s organic water. If its products perform well, it’s likely that other manufacturers will rush to enter the organic water segment, potentially leading to a rise in offerings that include health-focused ingredients like the citrocal tablet. The market may soon witness an influx of organic water products, reflecting the latest trends in consumer preferences for health and wellness.