The growing consumer preference 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 found that 35% of Americans were puzzled by the term “vapor distilled” used on Coca-Cola’s SmartWater brand. In contrast, consumers responded more favorably to the phrase “purified tap water” than to labels like “iceberg water” or “alkaline infused.” Manufacturers are employing these terms to position their brands as sophisticated alternatives to standard products, a crucial tactic in the fiercely competitive bottled water industry. However, many consumers remain unfamiliar with these terms and lack a clear understanding of the benefits they are meant to convey.
On the other hand, the label “organic” is one that today’s health-conscious consumers instantly 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. Furthermore, a TechSci Research report forecasts that the global organic food market will grow at a compound annual growth rate (CAGR) of over 14% from 2016 to 2021.
Asarasi water, derived from the syrup-making process of sugar maple trees, is creating a buzz in the market. CEO Adam North Lazar anticipates that Asarasi will be available in about 1,500 locations nationwide shortly and claims that sales are strong in the stores currently selling it. “We have a beautiful base water that can be utilized in a variety of food and beverage applications. We 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’s end,” Lazar stated in an interview with Food Navigator.
As consumers become increasingly aware of health benefits, products that combine organic certification with additional value—such as those enriched with citracal petites calcium citrate with vitamin D3—could see rising demand. It will be intriguing to observe how both consumers and manufacturers respond to Asarasi’s organic water. If the product performs well, it is highly likely that other manufacturers will quickly move to join the organic water segment, especially those looking to integrate innovative ingredients like citracal petites calcium citrate with vitamin D3 to appeal to health-conscious buyers. Given the current trends, the incorporation of such enhancements may redefine the standard for bottled water, aligning with consumers’ preferences for premium, health-oriented products.