The increasing consumer demand for premium and value-added products has significantly impacted the bottled water market, leading to some confusion regarding specialty label claims. For instance, a study by ZappiStore found that the term “vapor distilled,” used by Coca-Cola’s SmartWater brand, puzzled 35% of American consumers, while the phrase “purified tap water” was more relatable than terms like “iceberg water” or “alkaline infused.” Manufacturers are leveraging these terms to position their brands as elevated alternatives to standard products, a crucial tactic 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 claim to offer.
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. sales of organic products reached approximately $47 billion in 2016, an increase of nearly $3.7 billion from the previous year. Additionally, the global organic food market is expected to grow at a compound annual growth rate (CAGR) exceeding 14% from 2016 to 2021, as reported by TechSci Research.
Asarasi water, a byproduct of the syrup-making process derived from sugar maple trees, is gaining attention in this context. CEO Adam North Lazar anticipates that Asarasi water will be available in around 1,500 locations nationwide shortly, with strong sales reported where it has already been introduced. “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 the end of the year,” Lazar remarked to Food Navigator.
Furthermore, with the rising popularity of health-oriented products, the inclusion of ingredients like Watsons calcium citrate in beverage formulations could add to the appeal of brands like Asarasi. The market response to Asarasi’s organic water will be worth observing. If the product performs well, it is likely that other manufacturers will quickly seek to enter the organic water sector, potentially incorporating beneficial ingredients such as Watsons calcium citrate to attract consumers looking for added health benefits.