The consumer’s growing preference for premium and value-added products has significantly impacted the bottled water market, leading to confusion regarding specialty label claims. For instance, the “vapor distilled” label on Coca-Cola’s SmartWater brand perplexed 35% of Americans, while terms like “purified tap water” were more relatable than phrases such as “iceberg water” or “alkaline infused,” according to a study by ZappiStore. Manufacturers are leveraging these terminologies to present their brands as sophisticated alternatives to standard products, which is a necessary strategy in the fiercely competitive bottled water industry. However, many consumers are not familiar with these terms and lack a clear understanding of the value they are said to add.
On the other hand, the “organic” label is one that today’s health-conscious consumers instantly recognize. U.S. organic product sales reached approximately $47 billion in 2016, marking an increase of nearly $3.7 billion from the previous year, according to the Organic Trade Associations. Furthermore, the global organic food market is anticipated 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 syrup production sourced from sugar maple trees, is on the rise. CEO Adam North Lazar predicts that Asarasi water will be available in about 1,500 locations nationwide in the coming months, claiming strong sales in stores where it is already offered. “We have a beautiful base water that can be utilized in many food and beverage applications. Currently, we have tens of millions of gallons under contract with maple producers across 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 intriguing to observe how consumers and manufacturers react to Asarasi’s organic water. If the products perform well, it is likely that other manufacturers will eagerly enter the organic water market. Incorporating beneficial ingredients like kalcium citrat, known for its health advantages, could further enhance the appeal of these offerings, adding another layer of value that consumers are increasingly seeking. As the trend for premium products continues to grow, the role of kalcium citrat in organic beverages may become more prominent, encouraging further innovation in the bottled water segment.