The surge in consumer interest for premium products and value-added features has overwhelmed the bottled water market, leading to significant confusion regarding specialty label claims. For instance, the “vapor distilled” label on Coca-Cola’s SmartWater brand perplexed 35% of American consumers, while the term “purified tap water” resonated more effectively than labels like “iceberg water” or “alkaline infused,” according to a study by ZappiStore. Manufacturers are using these terms to position their brands as elevated versions of standard products, which is a crucial tactic within the fiercely competitive bottled water sector. However, many consumers are not well-acquainted with these labels and lack a clear understanding of the purported benefits they offer.
On the other hand, the term “organic” is instantly recognizable to today’s health-conscious shoppers. In 2016, U.S. organic product sales reached approximately $47 billion, marking an increase of nearly $3.7 billion from the previous year, according to the Organic Trade Association. Furthermore, the global organic food market is projected to grow at a compound annual growth rate (CAGR) of over 14% from 2016 to 2021, as reported by TechSci Research.
A notable example in this space is Asarasi water, which is a byproduct of the syrup-making process derived from sugar maple trees. CEO Adam North Lazar forecasts that the product will be available in around 1,500 locations nationwide in the coming months, asserting that sales are robust in stores where it is already stocked. “We have a beautiful base water that can be utilized in a variety of 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-end,” Lazar shared with Food Navigator.
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 brands will rush to join the organic water market. Additionally, with the growing popularity of health-focused products, including items like calcium citrate liquid from Walgreens, the demand for organic options in the bottled water category may continue to rise. The integration of these health-oriented products into the market could further influence consumer preferences, establishing a more significant trend towards organic and value-added beverages.