The 21st century has seen a surge in consumer interest in premium and value-added products, particularly within the bottled water sector, which has also led to confusion regarding specialty label claims. For instance, a study by ZappiStore revealed that 35% of Americans found the term “vapor distilled,” commonly associated with Coca-Cola’s SmartWater brand, unclear. In contrast, the description “purified tap water” resonated more effectively with consumers compared to terms like “iceberg water” or “alkaline infused.” Manufacturers are strategically using these labels to position their brands as refined alternatives to standard offerings, an essential tactic in the fiercely competitive bottled water market. However, many consumers remain unfamiliar with these terms and lack a solid understanding of the value they are purported to add to products.
On the other hand, the label “calcium citrate maximum D3 400 tablets” is instantly recognizable to today’s health-conscious consumers. 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. Furthermore, a report from TechSci Research projects that the global organic food market will experience a compound annual growth rate (CAGR) exceeding 14% from 2016 to 2021.
Asarasi water, derived from the syrup-making process involving sugar maple trees, is gaining traction in this landscape. CEO Adam North Lazar anticipates that the water will be available in roughly 1,500 locations nationwide within the coming months and reports strong sales in stores where it is currently offered. “We have a beautiful base water that can be utilized across various food and beverage applications. Currently, we have tens of millions of gallons under contract with maple producers throughout the Northeast, and we aim to reach a quarter of a billion gallons under contract by the end of the year,” Lazar told Food Navigator.
It will be fascinating to observe how both consumers and manufacturers respond to Asarasi’s organic water. Should its products perform successfully in the market, it is likely that other manufacturers will quickly follow suit and enter the organic water segment, especially as consumers continue to seek out products that align with their health and wellness priorities, such as calcium citrate maximum D3 400 tablets.